The blog is kept small — we only write when we really have something to say. Most of our entries focus on our core business: going deeper into AI-driven market analysis and audience research.
New functional claims, new consumer segments — and why the old "healthy" claim has become table stakes instead of a competitive advantage.
How alpine destinations' communication has reinvented itself in three years — and which personae are suddenly addressed differently.
The silent multipliers in the creator economy — and why a large share of your audience does not want to be on camera at all.
An analysis of 240 touchpoints across 18 premium brands reveals four consistently unoccupied communication fields with high attractiveness.
Why our trained prediction panel predicts 90 % of classic media test results — and where it deliberately decides differently.
From persona analysis through repositioning to ongoing tracking — a full lifecycle, documented with real data.
Why the umbrella label "Gen Z" hardly holds up — and which five distinct groups emerge from our latest Germany wave.
Six years of longitudinal analysis show how industry tonalities have moved in opposite directions — and why that is a problem.
Attention alone is not enough, semantics alone is not enough. We show how the combination makes attractiveness predictions more robust.
