Technology and durable goods
What problem does the next feature solve?
A feature can impress in a demonstration and remain unused after installation. Innovation needs a task that someone actually wants to solve.
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Doka perspectives
Questions about products, brands and channels that affect business decisions in Brazil. Every article can be read in full here, free of charge.
Retail and repeat purchases
Why should a customer return after the promotion ends?
A first purchase shows that an offer made it into the basket. The next purchase helps investigate what the experience left behind.
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Products and portfolio
Everyday products need a reason to stay
The right category does not guarantee the expected use. Packaging, occasion and effort help explain the place a brand can keep in everyday life.
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Consumer behavior and choice
Planning a purchase does not guarantee staying with a brand
A Brazil-focused reading of budgets, choice and continued use. The challenge is understanding what a brand needs to preserve when people reorganize a purchase.
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Pricing and consumer behavior
The price changed. Has the reason to buy changed too?
Changing a price list is an internal decision. Keeping a customer depends on the role the product plays in that person's life.
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Channels and customer experience
The product reached the distributor. Did it reach the consumer?
Commercial coverage can grow while a brand loses sight of the buying experience. Someone needs to follow what happens along the way.
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