In the end, the role of research is to inform. The role of a marketer is to develop ideas. That’s why business should be “data-informed, idea-led.”
May
24
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.
Jan
3
Stranger in a strange land
In: advertising, digital marketing
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Marketers have become strangers in a strange digital land. The rules of thumb the best of us mastered in an analog world have lost their completeness to understand, anticipate, and create growth in a digital world.
Aug
12
Brand equity refers to the size of a brand; brand health refers to its trajectory. Here are 8 signs if your brand is healthy.