FK•Insights

Our Perspectives on Brand Strategy and Innovation

Successful Physician Segmentations Need to Reflect Three Aspects of Today’s HCPs: Health Care, Business Smarts and Human Empathy

Physician segmentations stop short if they only profile HCPs as health care providers – because HCPs are also customer service providers who are deeply motivated by creating a positive patient experience.

Successful Physician Segmentations Need to Reflect Three Aspects of Today’s HCPs: Health Care, Business Smarts and Human Empathy

Consumer Goods Innovation Gets Faster With 100% Online Collaboration – How Can It Get Better?

With 100% transition to online consumer research and brand team collaboration, CPG companies have an opportunity to make consumer goods innovation faster, more nimble and more effective. How can they ensure success?

Part 3 – Beauty Under Quarantine: Customer Journey To Future Brand Loyalty

Brand loyalty is essential to brand success. With customer journeys turned upside down, beauty brands need to start building loyalty sooner rather than later – even before consumers start buying the brand.

Part 2 – Beauty Under Quarantine: Customer Journey To A “New Normal”

Beauty is about aspiration. With customer journeys so disrupted, brands need to do more than just find new ways to connect with consumers and drive customer engagement. They need to find inventive new ways to help consumers fulfill their aspirations.

Part 1 – Beauty Under Quarantine: Customer Journeys Take A Detour

While beauty remains essential during the pandemic, how women engage with beauty has abruptly shifted – making it crucial for beauty brands to re-think every touchpoint along their various customer journeys.

Can Social Distancing Lead To Deeper Consumer Connection?

Some brands are wondering if they should pull back from research during this most atypical of times. Our experience over the past few weeks suggests the exact opposite: now is the time to seek deeper connections with your consumers.

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Six Steps To Successful Online Research Communities

Online research communities, custom panels and virtual interviews have the potential to unlock deeper, more meaningful consumer insight – but for guaranteed success with online research, you can’t short change the approach.

Is Your Chinese Consumer Strategy Keeping Pace with Chinese Consumers?

Our innovative segmentation reveals a shift in aspirations among Chinese consumers.

Gen Z Consumer Trends: Gen Z Hits The Real World

The oldest Gen Z’s just turned 21. Brands must evolve quickly to be part of the grown-up Gen Z consumer journey.

Fletcher Knight Leads Global Insight Work For Successful Transformation of Weight Watchers Brand Strategy

FK helped WW shift from a diet program to a lifestyle brand.

Health & Wellness Trends: Is your brand thriving or just surviving in this impossible-to-ignore market?

In a two-part series, we explore H&W trends – and how brands can benefit from them.

Brand Experience Innovation: How To Bake In The Wow

Creating 360 degree immersive product ideas evokes and emotional consumer response to your brand.

How To Drive Conversion With Omni-Channel Positioning

As budgets shift from traditional advertising to conversion models, brand positioning must adapt.

A New Consumer Segmentation Approach: From Attitudinal To Aspirational

Segmenting consumers with aspirational visual projection techniques, not just words.

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Our Perspectives on Brand Strategy and Innovation

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