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Concept testing can easily flatter an idea instead of predicting whether people will actually buy it. After years of running concept tests across categories, four patterns appear again and again: confusing liking with behaviour, group dynamics distorting responses, priming problems in low-engagement categories, and testing too late to change course. Understanding these pitfalls can help researchers uncover real consumer behaviour instead of misleading signals.

Brand still matters. Immensely. But brand health - the discipline meant to protect and grow it - hasn’t kept pace with how people make decisions today.  Too many businesses are still using models built for short-cycle FMCG categories, even though most industries now face longer, more complex, multi-stage journeys.  The result? Brand health feels disconnected from business performance, marketing gets sidelined, and the insights meant to drive growth often fall flat.  This piec

As coins and notes fade from Aussie wallets, especially among Gen Z and Millennials, charities relying on loose change donations are feeling the pinch. Our latest research uncovers how payment habits are shifting fast—and why charities relying on donations must adapt with tap-and-go and digital giving solutions to keep donations flowing in a cashless world.