Improv(e)
Heuristic psychologist, behavioral economist, and professor of marketing Dan Goldstein first published his article, “How to be a better improviser” in 1996 and updates the content on occasion, most...
View ArticleThinking Pink
Given that we are wrapping up National Breast Cancer Awareness month, marketing that features the ever-popular pink ribbon has reached critical mass. Some have approached the pink theme in rather...
View ArticleIn a name
Jeff Ely, economics professor at Northwestern University and contributor to the Cheap Talk blog, recently wrote a great article about titles, or names. His examples focus on bank names, and how they...
View ArticleInfographic – Marketing Through the Ages
Here is a clever infographic depicting the progression of marketing and advertising through time, from its origin to…the future. My favorite is 1864: “earliest recorded use of the telegraph for...
View ArticleBiting into the Super Chef Brand
As a food enthusiast I’ve become addicted to watching the Food Network as well as following which chefs make it out alive on Bravo’s Top Chef. What still amazes me though, are the personal brands these...
View ArticleMass Marketing “Artisan”
A recent USA Today article brings to light the growing trend of referring to food products as “artisan, ” with the number of “artisan” products in store shelves having doubled in the last four years....
View ArticleThe Gentle Art of Persuasion
Watch Neil DeGrasse Tyson educate Richard Dawkins on the importance of understanding context when “teaching” others. Tyson makes a wonderful point about the difference between information and...
View ArticleThe Future of Spanish
We all know the Hispanic and Latino population is rapidly growing, projected to become 30% of the American population by 2050, making it the fastest growing ethnic group. The Hispanic market is...
View ArticleThe Blank Stare
I really enjoyed reading Isiah Adam’s blog post on market research analogies. His compilation of quotes is a great reminder that people who don’t work in the MR world can easily be confused by our...
View ArticleFireball Whiskey is Liquid Gold
Move over Jägermeister, Fireball is coming to town. It’s the cinnamon flavored, Atomic Fireball candy like, syrupy-sweet liquor that “Tastes like Heaven. Burns like Hell.” And, its sales are just that...
View ArticleSPOTLIGHT: GOING BEYOND BASIC BRAND/AD TRACKING
Establishing reliable benchmarks and tracking the health of a brand and the success of marketing initiatives over time is imperative, but tracking research need not be limited to monitoring awareness,...
View ArticleInfographic: Which Allergy Meds Are Winning the Battle for Hearts, Minds and...
W5ers welcomed spring with open arms last week with a company picnic on the patio. While we thoroughly enjoyed the warm weather, light breeze, sweet treats and reggae music, the pollen intruded on our...
View ArticleAdvertising Empowered Women: Hit or Miss?
You don’t need to be a market researcher to notice a shift in how products are marketed to women. While seeing less pink and weird blue fluids are well received in my book, I have noticed something...
View ArticleThe Gap Year: A Reflection of Millennial Psychology
The Gap Year Malia Obama recently announced her plan to take a “gap year” before her matriculation at Harvard University, a decision that highlights a fundamental difference in the goals of...
View Article2016 TMRE HIGHLIGHTS FROM W5: PART THREE – BRINGING TARGET CUSTOMERS TO LIFE
Picture this: You walk into a conference session forty-five minutes before lunch, and in your seat you find a delicious smelling, bread stick flavored air freshener (yes, seriously). At this moment, I...
View ArticlePRECISION – STATISTICAL AND LINGUAL – IN QUANTITATIVE RESEARCH
In designing surveys, managing large data sets, and analyzing and reporting data, it is, of course, very important to be precise with how one manages numerical details (e.g., statistics, percentages,...
View ArticleADDRESSING STRATEGIC NEEDS WITH FLEXIBILITY AND CREATIVITY
Marketing professionals, marketing research professionals, and strategic brand planners seek consumer insights to provide context, direction, and as, possible, vision for their teams’ efforts moving...
View ArticleEXTENDING BRAND EQUITY ANALYSIS TO INCLUDE CALL-TO-ACTION
Understanding Brand Equity requires insight on a variety of factors reflecting consumers’ relationship with a brand. Actionable Brand Equity research also explores consumers’ future intentions (e.g.,...
View ArticleMORE THAN JUST A GUT CHECK – THE VALUE OF CONCEPT TESTING
Concept Testing research provides insight on how a product, service, or a branding/advertising approach can cut through competitor offerings to best fit consumers’ needs and desires. A...
View ArticleThe Ghost of Black Fridays Past
It’s that time again! Don’t act surprised, we do this every year. For those with small humans in their lives, the holidays can be a time for anxiety, stress, and heighten blood pressure as store stock...
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