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Dive deep into brand strategy essentials: from mastering brand tracking to understanding category research practices. Equip yourself with knowledge to inform brand decisions and drive market success.
In a world that is obsessed with Artificial Intelligence, Machine Learning, Natural Language processing, where do good old branding fundamentals sit? ...
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Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...
In the fast-paced world of marketing, understanding human behavior is like holding the key to a treasure trove of brand growth opportunities. As marke...
Those in marketing analytics, research, and academia tend to view experiments as a gold standard. Careful…test vs. control reads are hard work too. I...
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Editor’s Note: The following interview features a Greenbook Future List honoree, Marguerite Steyn. The Greenbook Future List recognizes leadership, pr...
Part One of this article addressed attention as it relates to the visual processing of marketing communications. Different kinds of visual attention ...
In our current world of exponential brand choices, it is increasingly important to have a “sticky” customer base who keeps coming back for more. Not o...
Emotion and logic are two fundamental sides of the same coin that all sentient life possesses. We are well versed in both sides in daily human interac...
Editor’s Note: The Audience Impact and Intelligence team at Paramount Advertising consists of researchers, strategists, and analysts charged with work...
The research is clear, investing in environmental, social, and governance (ESG) programs creates short and long term business value. Not only does it ...
Trends reports are fun to produce and entertaining to read. They can be used as thought leadership and can even stimulate innovation. But they often d...
If there are two things that characterize modern Western culture, and American culture in particular, it’s technology and consumerism. There’s no doub...
Last month, we talked about creating a red and blue ocean strategy for innovation and how it can help you create better products for your organization...
Identifying the core human motivation driving your category is critical for elite brand marketing because it allows insights professionals to help the...
Narrative psychology is a field of study that focuses on how customers make sense of their experiences and the world around them through stories and n...
In today’s marketplace, many comparable products and services are often available, making it difficu...
The measures from a survey I trust the most relate to market share. However, sometimes you need to know what percent of consumers engaged in a particu...
Editor’s Note: International Women’s Day is set apart to celebrate the achievements of women. Forbes suggests, “The day marks a call to action for acc...
Why do top of the funnel insights measures such as brand health not perfectly translate into actual brand choice at the bottom of the funnel? If it d...
I have had a number of consulting assignments through the years with a goal of improving a client’s brand tracker. You know the story…nothing moves a...
Many use the terms brand equity and brand health interchangeably; they shouldn’t. Brand equity refers to the size of a brand. A brand with high brand...
“They never, ever read the email” Sounds familiar? This was the number one challenge set to us by the head of insights at Coca-Cola Western Europe: to...
Unless you’ve been living under a rock, you probably already know that customer loyalty, as we’ve traditionally understood it, is on the decline. This...
When conducting user research, your recruitment screener has a pivotal role to play. In short, it’s your key to finding the best possible participants...
It’s no longer a matter of if a recession will happen but when. And while the very idea of a recession can send a shiver up the spine of brands…
Key learnings from previous uncertain times to help your brand.
Differentiating between strategy and tactics for successful marketing.
Why brands should avoid ‘shrinkflation’ in the face of rising costs.
Should brands communicate trust, purpose, or choice?
PepsiCo’s brand research on its Frito product.
Why your insights should be both descriptive and predictive.
Building consumer trust & dealing with breach of trust in your brand.
The Say-Do Gap, Social Desirability Bias, and impacts on brand & MR.
Weighing in on descriptive vs. non-descriptive logos.
King’s Hawaiian turns to TapResearch’s Brand Insights solution.
The Beta Distribution is key to estimating consumer preferences.
What is brand loyalty? What tactics do brands employ to solicit it?
We explore whether consumers can love brands, and, if so, how and why.
Applying a “Behavior First” approach to purchase intent.
Rising acquisition costs have led to brands’ customer-centric approach.
Adapting to inflation while keeping consumers happy.
The Beta distribution should be in every market researcher’s toolbox.
How MR firms can leverage ResTech to create reoccurring revenue.
How can market research & businesses adapt to inflation?
Which attribute ratings are most responsive to ad spending?
How can we do research that accepts human unpredictability?
Using Zappi Amplify TV to vet and refine a high-impact holiday ad.
A case study focused on an insurance company’s advertising strategy.
Seven busted myths that will lead to better marketing and research.
Why targeting ads should be prioritized over expanding their reach.
Mintel’s work with their client, Clif Bar & Company, to expand its brand globally.
The types of communications that Gen Z tolerates.
Bringing attitudinal and behavioral perspectives together for predictive power.
The importance of your brand being considered good value for money.
Applying the value chain approach to marketing communications.
Brands are turning to research tech to obtain consumer insights.
Company rebranding and its external branding partners.
Applying positive psychology to your brand.
How do we get market research back around the decision-making table?
In advertising, personification can say what words can’t.
Do consumers actually support social justice messaging in advertising?
The benefits of using a single metric to measure brand development.
As the world of market research moves forward, we leave what we have known as tracking research behind.
Digitally driving shopper growth by managing online product content.
Building and maintaining brand health moving forward.
How does human behavior impact pets?
How reducing the number of clients by 90% doubled their revenue.
Listening to voice of customer and employee empowered Experian Health.
Insights success at the top children’s educational toy company.
Gen Z’s divergence from Millennials.
Uncover deep consumer insights and move quickly into market research.
Do your CX initiatives focus on these three core areas?
When your business needs change, sometimes that means it’s time for your brand tracker to change as well.
Customer effort is an important indicator of CX but emotion is often left out.
Stores with a strong price brand get price-checked less and enjoy larger basket sizes. Are you managing your price brand?
Why did the U.S. election pollsters get it wrong again? Can political polling learn from the past?
There is minimal scientific evidence to support the most applied measure of emotion as a predictor of market performance.
It’s 2021 and the Cola Wars are back!
Industry Insights from Partners
Partner Content
Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...
Partner Content
Editor’s Note: The following interview features a Greenbook Future List honoree, Marguerite Steyn. The Greenbook Future List recognizes leadership, pr...
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