Triangulation: Validating Research and Strategy

One of the central problems we run into when discussing research finds, particularly when we’re using those finding to give strategic direction, is having the research’s validity called into question. I’ve talked over the years a fair amount about the idea of triangulation, but I’ve rarely summed up what it means. Here’s my take in […]

What Makes for a Good Journey

A customer journey map is a very simple idea: a diagram that illustrates the steps your customers go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. It’s nothing new, we’ve all done them or been involved in their development. But what […]

Advertising for a Better World

Advertising is a visible face of business and as such, often takes a fair amount of heat– sometimes deservedly, sometimes not. We are at the heart of every argument against consumerism, questionable corporate practices, etc. And there is some truth to the criticisms that arise. But it’s worth noting that as an industry, we have […]

Insights, Experts and the Family Dog

Things are not always what they seem and insights stem from looking at the world in unexpected ways.  Numbers can tell you a great deal, but I am of the opinion that they don’t help you to see unexpected patterns.  Take how we think about treating our pets for things like ticks an fleas, and […]