After more than 15 years in market research , I keep seeing the same mistakes come back. They look small at first, but they often end up wasting months of work and large budgets. I'll walk you through the most common red flags I see, why they happen, and what you can do to avoid them. Understanding market research Definition and importance Market research is a detailed analysis of the four elements that constitute your market, which are: Offer: The product  or service you are

Many startups fail not because of bad products, but because decisions are made without real market validation. Understanding demand, competition, and risk early can prevent costly mistakes.

Accelerator programs help startups move fast, but many leave without clear market answers. This article explores how market readiness breaks and how to strengthen it.

Why choosing the largest market is a strategic error Every leadership team loves a good slide that shows a billion-dollar opportunity. A total addressable market (TAM) that signals scale, ambition, and investor appeal. But that slide usually hides a blind spot: you don’t win markets because they’re big. You win because you’re relevant to a defined group of buyers. Market size says nothing about entry barriers, differentiation, or customer motivation. Yet those are the variabl

Strengthening Product-Market Fit in 12 Weeks Product launches are often driven by conviction. A decision is made internally to move forward, but the truth is that many teams don’t yet know what the market actually wants. We recently worked with a mid-size transport connectivity company in the U.S. that faced exactly this situation. The product was greenlit, but the team still lacked answers to critical questions: What features do customers actually care about? How should pric

Yes, you read that right. In the world of marketing, partnerships go both ways. Just as companies carefully select employees who align...

On Sunday 18th January 2025, TikTok, a platform with over a billion global users, was banned in the U.S. due to national security concerns.

Yes. But not to promote a product. At an early stage, marketing is about making the right decisions before building, scaling, or raising money. Without it, startups rely mostly on intuition, which is risky. Why waiting to do marketing is a mistake This question came up repeatedly during office hours held with startup founders at the Google Kings Cross office in London, alongside the Ex Googler Xoogler community. During these speed mentoring sessions, founders from various ind

In your business, where decisions can make or break your company, market research is more than just a buzzword; It’s a critical component...

In an era where the aroma of freshly baked bread and the sizzle of a pan can be virtually shared, you can make a customer come only...

A year has passed since we integrated ChatGPT into our marketing operations. On that occasion, we wrote an article about the early days...

In times of economic uncertainty, the entrepreneurial spirit is often challenged. Global Entrepreneurship Week comes this year against a...

Technology is an integral part of our daily lives, with every industry undergoing rapid digital transformation.

In today's digital age, the role of social media in corporate social responsibility (CSR) marketing has increased tremendously. As...

67% product owners assess their market potential through Intuition or self-research . This practice can sometimes be the result of a lack...

To all the amazing women and men out there, let’s celebrate International Women's Day together on March 8th! Officialized by the United...

I have gotten that question a lot recently and when my collaborator raised her concern at the office this week, it was the perfect time...

5 years later, where has the magic happened with my marketing consulting business? I have made 3 tricks as my mantra to match with a work...

2018 has seen a series of unethical marketing practices and communication fails leading one to wonder what ethical marketing practices...

This Fall, I switched from consulting to teaching Marketing Principles at the BPP University in London. It was quite a learning...