The latest essay
Before calling a lost bid a price problem
A convenient explanation can hide different buyer concerns. Lost-bid research should change a decision without pretending to represent the entire market.
Read the essayMaitreyi Shomrali / Chief Marketing Officer
The buyer needs more than a polished invitation
Perspectives from a life in leadership.
The archive.
Buyer research and service positioning
- Open essay
Before calling a lost bid a price problem
A convenient explanation can hide different buyer concerns. Lost-bid research should change a decision without pretending to represent the entire market.
International campaign readiness
- Open essay
The market starts with the conversation after the advert
Translated creative is only the invitation. A campaign also needs a credible response, discovery route and handover into the service being offered.
Demonstrations and service understanding
- Open essay
Show the journey around the translated screen
A polished screenshot can hide the context that makes localisation work. The demonstration should explain the task without claiming to certify every product that resembles it.