Concept testing and choice experiments throw the insight that consumers are creatures of habit out the window. We force people to tell us if they are interested in a particular new product idea without studying how to disrupt existing consumer habits and rituals.
May
24
Apr
29
As behavioral economists know, Adoption of new choices requires breaking consumer habits. In this way, marketing is fundamentally about disruption.
Aug
21
When are brand extensions a good idea?
In: advertising, brand extensions, branding, innovation, research, retail, shopper marketing
1 Comment
Marketers want to use brand extension strategies as much as possible today because it is a more affordable way to introduce products but the key is having enough rocket fuel, i.e. brand equity, to get the rocket (i.e. brand extension) off the ground.
Jun
29
What’s a Researcher Like Me Doing in a Place Like This?
In: advertising, branding, innovation, listening, Research is Cool, research transformation
Comments Off on What’s a Researcher Like Me Doing in a Place Like This?
Could a marketing researcher bring a new, edgy perspective that others would find compelling? Yes! Blogging for Fast Company Magazine on marketing, advertising, and innovation.