In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect to customer. Awareness should be measured in two ways – unaided and aided. Unaided awareness is […]
‘Donut’ Forget, Brand Values are Category Specific
September 14, 2015 by Leave a Comment
If you’ve been following the McDonald’s debacle for the past year or so you can’t have missed the fact that the company woke up late to the fact that consumer values have shifted. Away from fat/salty/fast dollar – menu foods to brands that are seen to offer healthier, fresher, natural, more customized food consumers are […]
Keep It Simple and Keep It Fun!
July 14, 2015 by Leave a Comment
On June 10, 2015 the researchers from Marketing Experiments presented data that should serve as a good reminder to us all – do not ignore the simple changes in favor of more complex solutions. Sometimes going for complexity takes us away from our ultimate goals – in this case to maximize conversion. The first experiment […]
5 Lessons Your Brand Can Learn from Uber
June 30, 2015 by Leave a Comment
Since its launch in 2009, Uber, a transportation network company operating in more than 200 cities worldwide, has challenged the traditional taxi service model. By seamlessly connecting riders to drivers through its apps, Uber is making cities more accessible – and turning a lot of heads. Did you know that Uber has a market capitalization […]
You’re Doing It Wrong: 5 Takeaways from #YaleInsights15
June 10, 2015 by Leave a Comment
If your brand were a meme, would it look like the one on the right? At the 2015 Yale Customer Insight Conference in New Haven, Connecticut, we heard a lot about the evolving marketplace, powerful consumers, and how to get it right. We’re living in an increasingly customer-centric world—a world where businesses are taking cues […]
Market Research in the Age of Content Marketing
June 5, 2015 by Leave a Comment
Positioning your company as a thought leader is an art form. By publishing research studies, you build your brand’s credibility. Prior to the Internet, the primary vehicle to voice your research findings was via newspapers. With a proliferation of media channels available today, it is pertinent to make sure your data gets its full mileage. […]
It’s Time to Be Bold: 5 Takeaways from the IIR FUSE Conference
May 21, 2015 by Leave a Comment
The recent FUSE conference gathered top branding and design leaders to talk about disruption, brand strategy, and the changing marketplace. Until recently, branding experts urged brands to focus on mindfulness: gather the data, listen, and react to the results. But a new economy demands a bold and proactive approach—listening is great but it’s not nearly enough. […]
Getting Closer to the Youth Market
April 8, 2015 by Leave a Comment
On March 25, 2015, ESOMAR took time to promote their upcoming summer academy. Part of the festival of learning will include deeper insights into cross-generational branding. Joeri Van den Bergh, of InSites Consulting, and author of the book How Cool Brands Stay Hot, provided a first glance at the topic. Millennials, or those presently aged […]
Harnessing the New Marketing ATOM
January 21, 2015 by Leave a Comment
To start 2015, we are featuring some “Lost Gems” from 2014 — some great posts from other blogs that deserved to get wider notice than they did the first time out. The truly transformational part of marketing in a digital age is that brands can now become Media, attracting their own audiences. The transformation follows […]
Brand New MR – Marketing for Market Researchers
January 7, 2015 by 1 Comment
I was lucky enough to be invited to speak at the inaugural IIeX Insights Marketing Day in New York City in September. Having spent the best part of 15 years doing marketing within the insights industry, this event was like Christmas and Birthday rolled into one for me, with an added Greenbook ribbon! Who would […]
