Our Thought Leadership 

Since 2020, cumulative grocery price increases of ~30%, the rise of $60B+ retail media, and mainstreaming of Gen AI have permanently reshaped how consumers discover, evaluate, and buy CPG products. True brand loyalty has fallen to 29%. Yet most CPG organizations still invest using legacy funnel assumptions. This report maps what's changed across every phase of the consumer journey – and what it demands of brands competing for choice, loyalty, and lifetime value.

How consumers discover, evaluate, and buy consumer electronics has permanently shifted. Only 25% stay loyal to a single CE brand. Under 10% visit manufacturer websites. And 74% of loyalty is built post-purchase – a phase most CE brands systematically underfund. With pandemic-era devices now entering replacement cycles, the brands that align investment to how consumers actually decide will capture that demand. This report maps what's changed across every journey phase.

A comprehensive framework for building learning plans that get funded. Includes 8-step process (with our Free Template), client priorities, and strategies for CPG and CE brands to turn budget constraints into competitive advantage.

The pandemic accelerated digital sales with brands increasing their focus on selling Direct-to-Consumer (DTC) vs just through retailer...

Grocery eCommerce sales accelerated during the pandemic and are expected to continue to grow. McKinsey’s Apr’22 report says it could...

Harvard Business Review says “yes”, eMarketer forecasts “no”. It's certainly interesting to review their perspectives. 📺 💻 First,...

Marketing channels and ways to advertise to shoppers continue to evolve. These are driven by ongoing innovation but also by new macro...

“Half my advertising spend is wasted; the trouble is, I don't know which half.” - John Wanamaker. 100 years after he made this famous...

Web-based cookies that have helped marketers target and engage their customers online with relevant advertising content are now being...

Just as consumers want a personalized, always on, seamless Omnichannel experience, the same is increasingly true for B2B customers. The...

During the Pandemic lockdown, e-commerce had ten years’ growth in Q1 2020 in US. The volume of online ratings and reviews surged,...