The Fall of Recall

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Recall: the retrieval of information stored in the memory. We all rely on it every day – Where did I leave my phone charger? Which gas station has the lowest prices? What filename did I save that document under? In usability research, we rely on recall to get feedback from everyday users, testers, and focus […]

Growing the Market Research Function Using Behavioral Economics

Left and right part of human brain - © longquattro

At the Marketing Research Association’s recent Corporate Researchers Conference, Stephen Paton (@StephenGPaton) of AGL, an Australian power company, shared his experiences with Behavioral Economics (BE). For Stephen, BE is critical to differentiating the research he provides from commodity survey research. BE helps him provide value to his company, show his internal clients how to influence […]

The Mere Exposure Effect: Advertising to the Subconscious

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A recent Adweek column bemoaned the absence of brand names from the first 29 seconds of many 30-second ads. It advised introducing the brand earlier and mentioning it more often, as the author explained that otherwise people forget the name of the brand. The author offered the right advice but for the wrong reasons. He […]

The Goal is Behavior Change, Not Insights

behavior change

At the IIEX conference in Atlanta last week, Alex Batchelor of Brainjuicer introduced himself as a “recovering Insightsaholic,” someone who loved insights for their own sake. But insights aren’t enough. Market research needs to “find out how [consumers] decide and what affects that decision making,” Alex said. And decisions are influenced by environment (“sense, choose, […]

Profiling with Surveys and Mobile Behavioral Data

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Clutter is a fact of life in the advertising world. This is as true for mobile ads as it is for print, television and radio. How to cut through the clutter and reach potential buyers is one of those questions that all marketers seek to answer. Maria Domoslawska, VP of Global Strategy for Research Now, […]

Are Customers Emotionally Connected To Your Brand?

9 faces showing emotions

This week Tom Ewing (BrainJuicer) and Steve Thomson (Keller-Fay Group) came together to discuss tracking emotion and its relationship to word of mouth or a consumer’s likelihood to chat about their brand choice with a family member, friend or colleague. The combination of each provider’s unique measuring focus made for a fascinating webinar. Both presenters […]

Respondents as Robots

respondents as robots

We’re counting down our Top 10 blog posts of 2013. Coming in at #9 is this science-fiction inspired post originally published August 1. Besides leading questions, another common mistake I see in the draft questionnaires I’m sent is treating respondents like robots. Something about becoming a survey author inspires us to suddenly think of customers, […]

Intro to Psych, Customer-Feedback Style

Asch Conformity Experiments

One morning during high school, 4 fellow students and I arrived late to our Intro to Psych class. Part-way through the lesson, the teacher drew 3 vertical lines on the board labeled A, B & C. He proceeded to ask each student a simple question: “Which line is longer?” Clearly it was B. To my […]

Benchmarking Emotional Reactions to Concept Tests

emotional reaction

Yesterday, Josh Kamowitz and Brent Snider of BrainJuicer presented a webinar, “Love at First Test: Why Feelings Matter When Optimizing Concepts.” Traditionally, concept tests have focused on measuring consumers’ rational reactions to product concepts. First, a concept for a product, service, or ad is described, expressing an overall consumer insight, describing benefits and RTBs (Reasons […]

Introducing the Behavioral Economics Bookstore

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It will come as no surprise to regular Research Access readers that we are fans of the field of behavioral economics.  The inclusion of the word “economics” in the term can be a bit misleading. Essentially, for our purposes, we can think of BE as a school of thought that seeks to understand social psychological […]