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Mogorosi Mashilo
[The Human Truth behind the Trend] Part 2: A deeper look into what an insight is - the brand truth

In recapping part 1 of my 2-part discussion about unlocking the human truth behind the trend, we need to always stay cognisant of the fact that consumers are actually human beings. Therefore, their motivations, lifestyles, attitudes and even buying behaviours stem from core human instincts, beliefs and values, which are usually the key influences behind what they do on a daily basis. Unlocking this human truth has clear benefits such as stronger brand connections, localisation and consumer conversations.

By Mogorosi Mashilo 26 Mar 2015 05:32

High performance customer experience management
High performance customer experience management

The ultimate result of today's many business challenges is that it is more important now than ever that companies know their customers better. That is the end goal of customer experience management, and yet, many companies still fail in obtaining a holistic operational view of the customer, and as a result, fail in upping their game in terms of experience management.

25 Mar 2015 14:37

What to say and where - benefits of location-based messaging
What to say and where - benefits of location-based messaging

While there is a great deal of interest in the potential for personalised, location-based marketing, South African retailers have been slow to benefit from it.

By Nolan Daniel 25 Mar 2015 08:56

Mogorosi Mashilo
[The Human Truth behind the Trend] Part 1: The importance of consumer insights

First and foremost, it is imperative to understand what an insight is and not confuse it with an observation or a trend...

By Mogorosi Mashilo 25 Mar 2015 05:27