Consumer Behavior
Your Customers Are Deciding Without Visiting You
More than half of Google searches now end without anyone clicking a website. Add TikTok search, Amazon, Instagram…
Subscription Overload: Consumers Aren’t Cancelling Brands, They’re Cancelling Complexity
The subscription model didn’t fail. It overreached. What we’re seeing now isn’t collapse but erosion, as consumers quietly…
Growing Sales by Reducing Choices
The next growth lever isn’t adding features, SKUs or options. It’s removing friction, decisions and doubt. Brands that…
Post-Performance Marketing: Why ROAS Might Be the Least Interesting Metric You Track
Return on Advertising Spend (ROAS) tells you what happened today. Brand lift, equity and trust tell you if…
Primed to Buy: The Decoy Effect
Price isn’t just a number—it’s a narrative. From Delta to Dyson to Nespresso, smart brands use the decoy…
