How AI Helps Scale Qualitative Customer Research
Companies are now using AI “moderators” to conduct in-depth interviews with real people at a speed and volume that traditional methods can’t achieve.
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Marketing
Why Your Digital Investments Aren’t Creating Value
In most organizations, underwhelming results from AI, analytics, and CRM platforms stem from a mismatch between new ways of working and old organizational designs.
Read MoreThe 3 Types of Customers Who Buy Smart Products—and How to Market to Them
Selling to comfort-seekers, purpose-seekers, and efficiency-seekers.
Read MoreWhat Consumers Really Want Brands to Do About Social Issues
New research finds that when brands link social action to their core business, they earn higher trust, broader appeal, and long-term loyalty from customers.
Read MoreWhen CMOs and CFOs Align Their KPIs, They Deliver More Value
Getting on the same page about which metrics really matter helps cut waste and focus investment.
Read MoreUsing Gen AI for Early-Stage Market Research
Synthetic customers aren’t a replacement for real ones, but studies show they could offer a powerful new lens for early insight.
Read MoreMarketing Faces Its Future
In this edition of the HBR Executive Agenda, HBR editor at large Adi Ignatius shares insights from the Cannes Lions International Festival of Creativity, the marketing world’s big annual meetup on the French Riviera.
Read MoreCompanies Are Using AI to Make Faster Decisions in Sales and Marketing
Don’t replace reflective decision-making—speed it up.
Read MoreA New Framework for Going Viral
This research-backed roadmap can help brands proactively unpack, assess, and optimize their content’s potential.
Read MoreMattel’s Barbie Playbook: Replicating Success Across the Company’s Portfolio
A case study on sustaining a brand’s positive momentum.
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