knowledge

This thought paper aims to uncover how TikTok fits into the consumer journey around and during key cultural Moments.

Our past research projects in this sector show that video campaigns leveraging brand personification can improve brand recall by up to 50%. However, stronger brand recall doesn’t automatically translate into message recall or a clear understanding of the offering.

Without human interpretation, contextual knowledge, and industry experience, AI can mislead what is the most important - action and decision making. It takes real multidisciplinary expertise and cross-industry knowledge to understand the “hidden insight treasure” behind the numbers and turn data into decisions that actually move the needle.

Innovation isn’t a luxury; sometimes it’s a lifeline that can cost anywhere from $10,000 to $10 million. Accelerating the innovation process can be especially challenging for large global companies with complex organizational structures. That’s why, at this year’s Quirk’s New York, we joined Nestlé Accelerator on stage to explore how even global giants can move with startup speed.

Pricing is one of the most powerful levers in a brand’s toolbox—but it’s also one of the easiest to misjudge. Price too high, and products fail to convert. Price too low, and brands leave value on the table or risk devaluing their proposition. So how can pricing decisions be made with confidence, especially during inflation?