‘Coolness’ can feel intangible, but knowing which lever to pull – and where – might be the closest thing marketers have to a formula.
Researchers define what makes a product ‘cool’ in different cultures Read More »
Lessons from pizza delivery can be transferred to any business that sells products online and relies upon delivery channels.
Analysing how impatience impacts consumer behaviour in an online world Read More »
Market researchers believe it’s not simply bargain hunting. It is a recalibration by consumers of what constitutes value.
Ghanaian consumers reward brands giving ‘relief at the shelf’ Read More »
‘Top Global Consumer Trends’ report for 2026 identifies four trends that highlight crucial shifts in consumer behaviour.
Holistic wellbeing and authenticity among the big consumer drivers Read More »
Study suggests awe of nature makes people more future-focused and sustainability-minded, leading them to ‘buy less, buy premium’.
How nature’s ‘wow factor’ may curb consumer’s fast-fashion habits Read More »
New GeoPoll study of three African markets finds that quality is the number one factor driving purchase decisions.
Four consumer trends that are reshaping Africa’s FMCG sector in 2025 Read More »
Study from Canada explores how nature and nurture interact and affect the human desire for ‘signalling products’.
Conspicuous consumption may have evolutionary roots, researchers say Read More »
Marketers can create urgency without pushing customers into unhealthy buying habits, researchers suggest.
Brands’ dark side: How FOMO spurs obsession and compulsive buying Read More »
Increased reliance on secondhand goods indicates how economic challenges are reshaping consumer behaviour in West and Central Africa.
‘Thrift and declutter’ market grows as African consumers struggle Read More »
Sometimes people choose clearly worse options because of how these options are perceived in a given context, researchers find.
How context or flawed human rationality may influence our decisions Read More »
