Insights

Strategic perspectives on customer research, brand, AI in business, and B2B decisions.

Topics we write about

Customer research methodology, brand strategy in the AI era, B2B buying decisions, NPS / NKI interpretation, multi-country research, GEO (Generative Engine Optimization), reputation management. New articles every 2-3 weeks.

How we choose what to publish

We write when we have something concrete to share — a new method we are testing, an industry pattern we are observing, a misconception we want to correct. We do not write to fill a content calendar. Result: every article is something a customer-research professional or B2B marketer can actually use.

Coming soon

Full articles section with 12+ pieces is launching Q3 2026. Subscribe to our monthly insight digest below — or follow Johan on LinkedIn for the latest.

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