Craggy Peak Research
Driving empathovation.


Anatomy of a data point
The middle way between narcissism and fantasy: Marketing as intersecting narratives
Don't chase the outliers and lose sight of the silent majority
Marketing isn't about changing your customers, it's about changing yourself
The value of research - and the cost of not doing it
Positionality and reflexivity in marketing
Being aware of your lens (or, why businesses have such a hard time truly understanding their customers)
The benefits of partnering with a nonprofit
Business-nonprofit alliances: Value creation partnerships
Business-nonprofit alliances: The new social contract
The need for empathovation
From a white market researcher to white businesspeople on empathy
Accessibility and web design: Separating content and presentation
Tips for managing authentic corporate citizenship in the wake of coronavirus: What we can learn from other businesses
Preparing for the next crisis: A guide on crisis communications for small businesses
Accessibility and web design: Designing for disability makes things better for everyone
Trends in marketing: When to follow them, and when to let them pass
Winning the battle but losing the war: Why customer experience isn't just a sometimes thing
Social media links: How many, which ones, and where on the page?
Visual styles in graphic design
Serving authentic needs
The story of the specialist
In search of the perfect tagline
Authenticity in branding and marketing
Getting excellent customer feedback, Part 3: When desirability isn't desirable
The benefits of a tagline for your business
What is branding anyway? And why should I care about it?
If you're becoming more customer-centric in order to improve your bottom line, you're not.
Language is inherently ambiguous. How can you make your site as clear as possible?
Feeling abandoned - why shoppers walk away from carts
Getting excellent customer feedback, Part 2: Guidance rather than evaluation
Getting excellent customer feedback, Part 1: What is excellent feedback?
Don't fool yourself
Learning from the competition
To innovate or imitate?
The importance of empathy
9 out of 10 people prefer preference testing
Why playing card games is good for your web site