What consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities for companies to improve their performance in existing markets or break into new markets. In the right combinations, the authors’ analysis shows, those elements will pay off
Consumer ethnography isn’t just for marketing professionals. By striving for a deep, human understanding of the customer experience, CEOs can lead their organizations toward a culture of empathy that can translate insights about people’s lives, values, and emotions into greater organizational value. “Big data” has transformed our world, making possible
Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how they serve their unique customer communities across a start-to-finish purchase
I bet you never thought you’d be a part-time psychologist when you started your business. Over the last 10 years of owning a digital marketing agency, I’ve come to realize that successful marketers marry the art of design with the science of consumer psychology. Funny enough, I almost double –
These entrepreneurs have built successful businesses by bypassing wholesale and selling directly to consumers. How did they tackle the challenges? A live discussion featuring Tim Brown, Co-Founder & Co-CEO, Allbirds; Hilary Coles, Co-Founder, Hims & Hers; Emma Grede, Co-Founder & CEO, Good American; moderated by Nick Blunden, Chief Commercial Officer,
The success of DTC companies stems from their development of improved approaches for connecting with their customers, as demonstrated by two new Forrester reports: “Changing Expectations Fuel Direct-To-Consumer Disruption” and “To Adapt To Direct-To-Consumer Trends, Use A Direct-To-Value Strategy.” These approaches are part of what Forrester calls a “direct-to-value (DTV)” strategy.