industry thoughts from Clarteza

At Clarteza, we are proud of the consistently creative and unique solutions we offer our clients. Part of our success lies in our process: We apply design thinking and team collaboration, building great solutions through small, iterative steps.

Design thinking is a method that allows a creative and adaptive process to discover the best solution. Our team have been proponents of this approach for several years, applying it in many different facets of our work. Because design thinking is integral to our process, we get the best solutions without losing time, money, or patience.

What is key in our approach is that … Continue Reading

In our recent post on qual vs. quant research, we touched on one of the critical issues facing market researchers today, the question of how we use, store and re-use data we obtain from the investments we make in research and information.  The amount of data available to us continues to grow in magnitude and scope.  We have qual data, quant data, syndicated data, social media data, competitive intelligence data, all coming at us all the time in … Continue Reading

The term “re-frame” has never been more appropriate than in marketing today.

It is apparent that a massive paradigm shift in the way marketers approach their marketing and communication plans is well underway (for those who haven’t previously embraced it).  For years now, front-loaded plans where the bulk of thought and resources are spent influencing the consumer well before she sets foot in a store have been giving way to a more holistic approach where the integration and synergy of brand messaging across multiple consumer touch-points is not only important, but essential.  But more recently, the key player in the game … Continue Reading