Our work with clients has highlighted the game-changing potential of combining market research with leadership development. This isn’t just an add-on—it’s essential.

As we look ahead, one thing is clear: the pace of change isn’t slowing down. While businesses invest heavily in research and data, many struggle to turn insights into meaningful action. Why? Because understanding the challenges isn’t enough—what matters is how you prepare for the unexpected and position your business for growth.

If your sales methods seem to be losing their magic, the solution might not be a new marketing campaign but a deeper understanding of your evolving customer base.

Are you still relying on assumptions, or do you have the insights needed to grow? Relying on outdated data and assumptions about your customer base leads to missed opportunities. Today’s consumers want personalised, memorable experiences—and understanding their unique needs is the key to unlocking growth.

Explore how customer experience is emerging as a key differentiator, eclipsing price and product, and learn how businesses across sectors can leverage CX to boost loyalty, trust, and revenue.

The return journey, it’s the forgotten sibling of the holiday experience. Why? Because we don’t plan for it—nor do many travel providers.

As we enter the final 105 days of 2024, it’s the perfect time to reflect on our goals and assess where we stand. With nearly 30% of the year still ahead, there’s a valuable window to make meaningful progress.

We’ve been curious about neurodiversity and how it impacts customer needs when travelling and eating out – two of life’s most joyful yet potentially stressful experiences so I asked our research community about their thoughts

Since 2007, when Apple launched the IPhone, apps have taken off. But how do you decide if an app is right for your brand? And what do your customers, and prospective customers, want from your app?

In today's post, we're exploring the generation that everyone seems to be talking about and specifically who are they? What do they want? And most importantly, how can you tailor your offerings to capture the attention and loyalty of GenZers?

Imagine uncovering a powerhouse within any business capable of driving over 80% of sales and wielding an influence that radiates ninefold compared to the average buyer. Such pivotal players exist, and they are often unsung heroes in the narrative of success.

For over 20 years Aviatrix has been working with Cultural Dynamic…

As we move closer to the peak of tourism and yet another season of unpredictability for the travel and tourism industry, how has this intense period of uncertainty impacted your customers, their behaviours and, ultimately, their values and how they feel about you?

The pandemic has forced many of us to have spend more time in the company of the voices in our head. With less stimulation from an office environment, socialising, weekend breaks and holidaying we have been left with a lot of time alone and our immediate housemates. There are countless stories of what this thinking and reflection has done for each of us in the media from leaving the job that makes us miserable to discovering the joys of a simpler life through family, home cooking and Netflix.

Why we need to have the furlough chat to heal the divide between our workforce (with the expertise of the latest dating slang terms).

We all know what it’s like to be burnt out and overwhelmed by the relentless cogs of life. But do we know how to prevent it? And if so, how do we implement and maintain the boundaries to put anti-burnout measures in place?

Once you have made the decision to conduct market research how do you decide whether to keep it in-house or find a research resource outside the business to do the work?

Mackerel Fishing is a dynamic online research project gathering live research data on business leader’s response to the global COVID-19 pandemic. Aviatrix set out in March 2020 to share, learn and grow insights from over 70 leaders from a range of industries – hospitality to the NHS and different sized organisations– independent consultants to corporates with ‘000s of employees. Our intention is to gather and share insight so that we can re-emerge from the experience of the pandemic resilient, confident and with a sense of togetherness. 

I hate football. I grew up in a testosterone fuelled house with two brothers and a Dad who continuously argued about whose team was best. Week after week I watched them each become devastated and defeated by their own team’s lacklustre performance on the tv.

Last Autumn I completed half of an eight-week stand-up comedy course in Brighton. Despite my low class attendance I still wanted to attend the graduation ceremony so I found myself performing on a night club stage in front of a live audience of over 100 people! Video. This experience has become such a rich source of metaphors and life lessons that I feel the need to share.