Humanising Your Brand Through Storytelling

Market research serves as the foundation for informed decision-making, allowing businesses to make more informed choices regarding product development, marketing strategies, and overall direction. Without it, companies basically operate blindfolded, making assumptions that could prove costly. Every organisation operates according to a set of ingrained beliefs, which direct its receptivity to change, risk, and opportunity; therefore, it’s crucial to step outside of its viewpoint and try to see things from another person’s perspective. Market research reveals who customers actually are, not who we think they are, uncovering their demographics, preferences, pain points, and buying behaviours.

To many people, strategy is a total mystery. But it’s really not complicated, says Harvard Business School’s Felix Oberholzer-Gee.