Purpose – Marketing today requires gaining deeper understanding – beyond traditional insight‐gathering techniques –of the “whys,” “whens” and “hows” of human behavior. This article aims to explore how deep you must go, while revealing market‐savvy ways to make your product...

Purpose – Understanding the context surrounding a brand's role is paramount to knowing what drives consumers to want what they want. The purpose of this paper is to highlight eight mega‐trends that are currently influencing the consumers' world and, in turn, how marketers deliver brand...