The woke phenomenon is reshaping communication and consumer behaviour. How do different generations respond? From Anti-Woke to Dark Woke, brands and individuals react in unique ways. 

Discover the key trends shaping brand communication.

... then why, despite the best marketing practices and endless consumer behaviour analysis, do so many companies fail to achieve the results they expect?

If you are still wondering whether collecting and analysing data is really essential and useful for your business, well: you are 10 years too late! Data has become a commodity.

A thorough understanding of the consumer requires dozens of surveys and studies that must be interrelated and statistically significant. To obtain a complete and articulate kaleidoscope of the consumer, companies must track data and insights from multiple touchpoints and use different methodologies: some are simpler and more straightforward, such as quantitative panel surveys, while others are more articulate, such as cluster, persona, and journey analysis.

Consumer journey analysis is critical to understanding consumer needs and dissatisfaction at each stage, improving the experience and building stronger customer relationships.

Consumer personas analysis is one of the competitive advantages of the world's leading B2C companies