Customer Behavior

Large language models are compressing research timelines with synthetic consumers, AI-moderated interviews, and qualitative research at scale.

Research into new in-store amenities, digital shopping formats, and partnerships reveals their unexpected costs and benefits.

New tactics can boost profitability and satisfaction with subscription services.

Data-driven personalization is coming to businesses across all industries, not just tech giants.

Chasing the mass market is a losing proposition for marketers in a polarized culture. Allying with the subculture that loves you is the best way to drive brand success.