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This whitepaper, based on an EPIC conjoint study of the UK football market, explores how Nike can protect its value and brand premium against a rising tide of £12 counterfeit alternatives. Discover why cutting prices or introducing entry-level tiers backfires, and learn the data-driven strategies Nike should use to defend its market share without eroding profit margins.
This whitepaper challenges prevailing industry assumptions by revealing how a segment-led “dual format strategy”—combining the mainstream scale of cans with the premium appeal of glass—can unlock significant incremental growth in the pre-mixed drinks category. Based on a comprehensive three-market study, the research explores how brands can capture higher-value consumers and command substantial price premiums by aligning packaging formats with specific demographic preferences.
ChatGPT has rapidly shifted from novelty to essential infrastructure, becoming a default tool for millions. Yet while usage is deep, monetization remains uneven, with most users on the free tier. As ChatGPT pilots advertising in its Free and Go plans, a pivotal question emerges: can ads unlock revenue without eroding trust or habits? This paper explores the commercial, behavioral, and pricing implications of that shift.
Two industry heavyweights—Michael O’Leary and Elon Musk—clashed publicly over the future of inflight WiFi. O’Leary dismissed the idea, citing limited demand, while Musk insisted otherwise. But beyond boardroom debates, the real question is: what do Ryanair passengers actually want? To uncover the truth, we asked over 1,000 UK travelers who had flown with Ryanair in the past year a simple, revealing question. Their answers tell the story that matters most.
Private label dominance is reshaping the UK retail landscape, driven by discounters Aldi and Lidl, inflationary pressures widening the price gap, and bold innovation from traditional players like Sainsbury’s and Morrisons. As premium private labels rival established brands in quality and design, the lines blur between “copycat” packaging and authentic identity. This study examines whether mimicking leaders converts shoppers—and how brands can defend their visual territory in an increasingly competitive market.
