Our Thinking

How hope & fear can be a powerful framework to deepen trends and foresight thinking.

Identity, Technology, Qualitative Research - My PhD in Communications enhances my work at The Sound, helping brands understand people in a tech-driven world.

Everything you need to know about strategic planning in marketing: from what it is, why it’s important, to how you go about it (a complete step-by-step guide!).

There are few exploratory project requests that come in as complicated to work through as a customer journey. On the surface, it seems like it...

In today’s world of Zoom meetings and Slack chats, it’s hard to feel a real human connection to the people we interact with day in...

Cultural relevance is an issue that brands are grappling with across categories. We wrote not too long ago about alcohol brands and cultural relevance, but...

We like to divide the landscape of companies relevant to B2B research into four different categories: producers of materials; producers of critical components and parts; producers of capital equipment and mechanical coordination devices; and, finally, producers of human coordination tools.

Asian American and Pacific Islander (AAPI) Month is celebrated in May and is a time to recognize the rich heritage and contributions of AAPIs to...

We’re sure it’s on your mind right now. And not just sitting in the back of it. But right there, at the forefront. Because it...

Younger generations are not a lost cause when it comes to the alcohol category. Far from it. Yes, Gen-Z and Millennials have been steadily reframing...