The Blog

Our blog

Our blog explores what elements creates great research and best practices for thoughtful brands. Read on for breaking research news, advice, and tips on approaching touchy research topics with care.

Owning Uncertainty: How To Say ‘I Don’t Know’

Owning Uncertainty: How To Say ‘I Don’t Know’

Consumer expectations are changing, and it’s vital that brands keep up. Ethical behavior is now a major consideration for brand purchases. In fact, nearly two in three people say they choose, switch, avoid, or boycott a brand based on its stand on social issues.

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