Are You Thinking What We’re Thinking?

Companies have a vital need for research when they’re weathering changing landscapes. But, at those moments, it can be hard to find the right answers in existing studies.

When it comes to hockey players, we can make a few assumptions: a few missing teeth, envy-inspiring hair, and the ability to talk exclusively in cliches. Trust me, I’m Canadian.

Hockey fans share a lot in common, on the surface. Within that audience, though, they diverge in subtle but important ways. If you segment them based on their team, region, or even other interests, the differences start to emerge.

Consumers are making sure that companies can no longer choose silence on issues of injustice.

I don’t know makeup. 

So when I was tasked with building a framework for outlining unfamiliar industries, I figured that would be a stellar test. 

To beat established brands with longer legacies and deeper pockets, challenger brands have to work harder and smarter.