Many international beauty brands have their eyes on South East Asia. With a large and diverse population, and plenty of growth opportunities, it’s an exciting region. Representing buyers with varying needs, and priorities when it comes to beauty and personal care.  After crunching the numbers, here are the top beauty trends we’re seeing in South East Asia right now, according to detailed consumer data: Makeup purchases have surpassed pre-pandemic levels SPF is big, and it’s getting bigger More beauty buyers are taking care of their hair  Health conditions are pushing people toward p ..read more

Forget everything you thought you knew about Gen Z. While it’s tempting to lump this group together, Gen Z in Asia are a diverse and complicated lot, who are reshaping culture and business as we know it. From Australia to Singapore, they’re driving new trends and inspiring brands to sit up and pay attention. So leave your Gen Z stereotypes at the door as we take a closer look at who they really are, building on 5 key insights. Gen Z trends in Asia/APAC: Living at home is the new norm Gen Z in Asia aren’t lazy; they want learning opportunities They’re the most likely to use AI platforms to sea ..read more

A quick internet search of baby boomer stereotypes will inevitably return some common, and often unfavorable, narratives. But just how many, if any, of them are actually true? Baby boomers are one of the most diverse audiences around, so what’s fact and what’s fiction. We’re here to set the record straight. Who are baby boomers?  Born between 1946 and 1964, baby boomers were raised during a time of economic prosperity, optimism, and social change. Now in their late 50s to 70s, baby boomers represent a diverse group of people – some are still working or have children at home, while others ..read more

Choosing the right consumer research platform to support your brand’s growth, reach, and impact is a big decision. When you’re on the quest for the best option, choosing a solution based on factors like price or reputation alone just won’t cut it.  Becoming an expert on your audience starts with knowing which company you can trust to help you make data-led decisions. Making the right choice starts with having all the facts in front of you.  Want to figure out the best option for you? Step right this way.   GWI vs. MRI Simmons: Finding the best platform for your team 1. Wh ..read more

Every business wants to promote its products, supercharge its content strategy, excel at consumer research, generate leads, boost sales, and increase brand awareness – all with minimum hassle and maximum impact. The question, of course, is how? And that’s where marketing tools for business come in. Apps, platforms, solutions – call ‘em what you like, they’re all ultimately about one thing: making or saving money for businesses like yours. Actually that’s two things, but let’s not split hairs. There are literally hundreds of marketing tools for businesses out there, so to make your life easier ..read more

When it comes to understanding modern American consumers, guesswork just won’t cut it. With transformative changes affecting the way we shop, behave, and consume media, it’s no secret that in-depth consumer research should be at the heart of every strategic marketing, product, or business decision you make.  There are a myriad of US market research companies out there armed with customer insight platforms, smart research tools, and AI-powered features that give you the answers you need. But which is best for reaching your US target audiences? Whose data can you trust? With so much choice ..read more

Here at GWI we publish a steady stream of blogs, reports, and other resources that dig deep into specific market research topics. But what about the folks who’d appreciate a more general overview of market research that explains the big picture? Don’t they deserve some love too? Of course they do. That’s why we’ve created this overview guide focusing on types of market research and examples. With so many market research companies to choose from, having a solid general understanding of how this sector works is essential for any brand or business that wants to pick the right market research part ..read more

What’s more exciting than coming up with a game-changing idea for product development? Not much. From the buzz of inspiration to that breakthrough “aha” moment, there’s nothing like finally getting the clarity you need to knock product expansion or a new brand partnership out of the park.  But successfully taking an idea from first thought to finished execution doesn’t happen overnight. It’s important to understand how to get from point A to point B with a clear process.  In this blog we’ve put together a complete product development process guide you can use as your roadmap to bri ..read more

Gender bias is found in many places and medical research holds no exception. It took until 1990, the same year NASA launched the Hubble Space Telescope (which was decades in the planning), for the National Institutes of Health to establish their Office of Research on Women’s Health.  Fast forward 30 years, and we’ve seen numerous decisions that have helped reshape attitudes towards women’s health, including influential policy change, but as we head towards 2024, women continue to voice mistreatment or misdiagnosis, showing there’s still a mountain to climb.  Our consumer research dat ..read more

The best marketing in the world won’t move the needle if potential customers shy away at the last moment. One way to avoid this is shopper marketing, a group of tried and true techniques designed to make the last mile of the purchase journey so effortless that potential customers become actual customers. In this blog we’ll unpack the fundamentals of shopper marketing (with a slight focus on FMCG), including how to optimize your shopper marketing strategy with consumer insights, transforming browsers into buyers in the process. Let’s get stuck in, starting with a quick definition. What is sho ..read more