A sunset flight over Lake Champlain, captured by my son—a reminder that fresh perspectives help us understand what’s next. As a new year unfolds,  it’s the perfect time to pause and take stock of where we are today to help inform our tomorrow.   Whether I’m partnering with a Fortune 500 company navigating a legacy brand…

October 2025 A timeless truth in qualitative research is that what people say they do or think isn’t necessarily the reality (or at least the whole story).   Whether you’re exploring brand perceptions, untangling emotional drivers behind behaviors, or trying to tap into unmet customer needs, projective techniques help researchers uncover richer, more emotionally resonant…

Before investing substantial time and money into a new idea, product, or service, how can you be certain it will resonate with your target audience? This is where a Market Validation Study comes into play. A Market Validation Study serves as a crystal ball for businesses, providing insights into whether a concept will thrive or…

Soaring above Warren-Sugarbush Airport with my son at the controls— a powerful reminder that new perspectives emerge through exploration and forward momentum. [Photo by: Marni Martens]

Often, I’m asked how businesses can better understand and connect with their customers, particularly the blossoming and influential Gen Z. In this blog post, I’ll share insights from recent research and trends, focusing on how businesses can ensure their marketing and CX/UX strategies align across generations. Let’s Start with Broad Strokes Across Generations When considering…