GEN Z – The Unfiltered and Uncurated

If sustainability and preservation were born from Generation X, unbridled restoration and uncurated action are the growing rights of passage on Generation Z’s shoulders. They are the generation of authentic and uncurated. They cheered as the REI Co-op turned its back on Black Friday and chose the anti-consumer pathway to overconsumption. Their call is the […]

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Why you should ask people what they predict rather than what they prefer

Asking respondents to predict the success of an idea or option may provide a more accurate market response than asking them what they prefer. In my experience, incorporating this new question style into your next customer survey can lead to better response differentiation and reduced overstatement. “Purchase intent is notoriously overstated in survey responses, showing […]

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