Our blog

Customers are not standing still. In this three-part series, we explore three emerging trends that are changing the relationship between customers and brands. Here is the first. We are noticing a quiet rebellion happening among older consumers. The traditional life-stage rulebook — slow down, settle down, know who you are by now — is increasingly irrelevant. Instead, we’re seeing people in their late 50s, 60s and beyond asking a much more liberating question: who do I want to

When organisations talk about expanding across Europe, the conversation often starts with language. "Can we find a moderator in-market?" "Can we translate the discussion guide?" "Can someone help us interpret the findings?" These are all important questions. But they're not the most important one. The real question is: are you truly hearing what your customers mean? At The Customer Closeness Company, we've always believed that getting closer to customers is about much more th

Effective leaders don’t lead from afar - they stay close. Close to their teams. Close to their customers. Close to the everyday realities that shape meaningful decisions. Michele Ferrero, founder of the Ferrero Group (Nutella, Kinder etc.), understood this instinctively. He famously imagined his ideal customer as “Signora Valeria” - a symbolic figure representing the mothers, grandmothers, and aunts who made daily purchasing choices. To Ferrero, she wasn’t just a consumer -

In our last blog post, we explored how Customer Closeness injects new energy into an organisation. But how do you keep that energy alive?...

There’s something remarkable about moving from observation to interaction. Customer Closeness brings a new energy to an organisation,...

Last week I was running a Customer Closeness session with a dozen customers and 30 colleagues in the room. As one customer told a story...