Consumers aren’t abandoning brands. They’re reassessing value and brand loyalty. A brand you love raises prices by 20%. What happens next? We asked 250 consumers whether they’d stay loyal, shop less often, switch brands, or start comparing alternatives. The answers revealed something interesting: people aren’t abandoning brands. They’re reassessing value. More than half of respondents […]
The value was never in the tools; it was in the thinking. Every agency conversation right now seems to start in the same place: Will AI replace creative teams? The real answer is much more interesting. AI won’t replace creativity. It will separate real creativity from the kind that only looked good because the process […]
A Practical Look at Attention, Momentum, and a Message That Sticks “If you’ve got a riff, you’ve got a song.” – Keith Richards“A lot of the time, if somebody only knows a little bit of a song, it’s the hook.” – Taylor Swift Two artists.Two eras. Same truth: The opening makes or breaks you. […]
Do Consumers Want Fewer, Better Things? Or More Options? In this edition of Burning Questions, we asked 250 consumers a deceptively simple question: Which feels more true for you most of the time:“I’d rather have fewer, higher‑quality pieces,” or“I’d rather have more options, even if quality is just okay”? Why? The answer was clear: 74% […]
Why Touch Is the Heartbeat of Modern Brand Experience Yes, “RoT” can actually be a good thing. It stands for Return of Touch, a cultural shift highlighted in The Return of Touch: Consumer Engagement Has an Omnichannel Revival, a study by Quad and The Harris Poll. As consumers grow weary of living life behind a […]
What Really Wins Brand Loyalty? Insights to Keep Customers Coming Back In our latest Burning Questions study, we asked 500 consumers: “What’s one product or brand you keep coming back to, even when you have other options? Why does it win your loyalty?” We found that four things rose to the top: Consistency. Taste. Value. […]
Connection Is How Brands Move Forward When times get tough for businesses, marketing is often the first thing on the chopping block. Budgets get slashed. Campaigns get delayed. Creative teams get told to “do more with less.” But here’s the hard truth: you can’t cut your way to connection. And if you’re trying to build […]
Consumer Reactions to Review Sites In our latest Burning Questions study, we asked 250 consumers: “Which consumer review sources are you most likely to trust?” Many gave multiple sources a nod, while others told us they only trusted reviews that are not sponsored. We found that most consumers no longer take reviews at face value. […]
Consumer Reactions to AI in Branding In our latest Burning Questions study, we asked 250 consumers: “When you hear that a brand uses AI to create content, what’s your gut reaction?” The answers were split—35% felt neutral, 34% leaned negative, and only about 30% were positive or conditionally positive. Concerns centered on authenticity and creativity, […]
