Brand Strategy

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.

The Heart of the Matter: Driving Brand Love

Focus on APAC

The Heart of the Matter: Driving Brand Love

In a world that is obsessed with Artificial Intelligence, Machine Learning, Natural Language processing, where do good old branding fundamentals sit? ...

AP

Anurag Porwal

Head of Insights & Analytics - APAC BCC at Kimberly Clark

Latest

The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages

Brand Strategy

Partner Content

The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages

Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...

AP

Andrea Parsons

Senior Director, Behavioral Qualitative at Behaviorally

The Four Human Insights Every Marketing Research Professional Must Know to Solve Any Business Challenge

Behavioral Insights Academy

The Four Human Insights Every Marketing Research Professional Must Know to Solve Any Business Challenge

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...

William Leach

William Leach

Founder / Mindstate Group at Mindstate Group

Are your Experiments Misestimating the Effectiveness of your Advertising?

LevelUP Your Research

Are your Experiments Misestimating the Effectiveness of your Advertising?

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...

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

The Essence of You: Crafting a Personal Brand with Sequoyah Glenn
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Greenbook Future List Spotlight: Marguerite Steyn

Future List Honorees

Partner Content

Greenbook Future List Spotlight: Marguerite Steyn

Editor’s Note: The following interview features a Greenbook Future List honoree, Marguerite Steyn. The Greenbook Future List recognizes leadership, pr...

Karen Lynch

Karen Lynch

Head of Content at Greenbook

Can’t keep my eyes off you: ATTENTION! Part Two

Gain & Retain®

Can’t keep my eyes off you: ATTENTION! Part Two

Part One of this article addressed attention as it relates to the visual processing of marketing communications.  Different kinds of visual attention ...

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Increase Market Value by Building Brand Attachment, Not Loyalty

Behavioral Insights Academy

Increase Market Value by Building Brand Attachment, Not Loyalty

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...

William Leach

William Leach

Founder / Mindstate Group at Mindstate Group

Embracing the Dichotomy of Logic and Emotion in Market Research

Research Methodologies

Embracing the Dichotomy of Logic and Emotion in Market Research

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...

Emily James

Emily James

Insights Marketer at FlexMR

The Case for Corporate Courage: How Brands Can Be An Ally to the LGBTQ+ Community

Research Methodologies

The Case for Corporate Courage: How Brands Can Be An Ally to the LGBTQ+ Community

Editor’s Note: The Audience Impact and Intelligence team at Paramount Advertising consists of researchers, strategists, and analysts charged with work...

David Pangilinan

David Pangilinan

Manager, Audience Impact & Intelligence at Paramount

How to Tell your Brand’s ESG Story to Win Customers

How to Tell your Brand’s ESG Story to Win Customers

The research is clear, investing in environmental, social, and governance (ESG) programs creates short and long term business value. Not only does it ...

Chrissy Brogan

Chrissy Brogan

Market Development Director at Glow

Making Trends Sticky: Three Billion Media Impressions and Counting

Making Trends Sticky: Three Billion Media Impressions and Counting

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...

Adam Rowles

Adam Rowles

Marketing at The Forge

Daredevils to Data: Exploring Consumer Behavior with Red Bull’s Sarah Shain
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Empowering Transformation: Paramount’s LGBTQ+ in America with David Pangilinan and Angel Bellon
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

When Likes Lead to Purchases: The Emergence of Social Commerce

Executive Insights

When Likes Lead to Purchases: The Emergence of Social Commerce

If there are two things that characterize modern Western culture, and American culture in particular, it’s technology and consumerism. There’s no doub...

Rudly Raphael

Rudly Raphael

Founder & CEO at Eyes4Research

Innovation Strategy Tools (Part 4): Roadmapping

Monthly Dose of Design

Innovation Strategy Tools (Part 4): Roadmapping

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...

Nicholas Lee

Nicholas Lee

Senior Designer at Northstar Research

Why Motivational Psychology is the Secret to Elite Brand Advertising and Growth

Behavioral Insights Academy

Why Motivational Psychology is the Secret to Elite Brand Advertising and Growth

Identifying the core human motivation driving your category is critical for elite brand marketing because it allows insights professionals to help the...

William Leach

William Leach

Founder / Mindstate Group at Mindstate Group

The Most Important Lesson from Narrative Psychology and What it Means for Elite Branding

Behavioral Insights Academy

The Most Important Lesson from Narrative Psychology and What it Means for Elite Branding

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...

William Leach

William Leach

Founder / Mindstate Group at Mindstate Group

Using Behavioral Science to Build Elite Brand Equity

Behavioral Insights Academy

Using Behavioral Science to Build Elite Brand Equity

In today’s marketplace, many comparable products and services are often available, making it difficu...

How to Estimate a Brand’s Cumulative Penetration by Analytics

LevelUP Your Research

How to Estimate a Brand’s Cumulative Penetration by Analytics

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...

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

From Fads to Foresight: Reading the Undercurrent of Trends with Nathania Christy
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Women in Research: Embracing Equity in 2023 and Beyond

Insights Industry News

Women in Research: Embracing Equity in 2023 and Beyond

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...

Jessica Sage

Jessica Sage

Global Director of Marketing & Programming at Women In Research (WIRe)

It’s Supposed to be a Pipe Not a Funnel!

Gain & Retain®

It’s Supposed to be a Pipe Not a Funnel!

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...

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

The Most Important Brand Tracker Question you are Probably Omitting

LevelUP Your Research

The Most Important Brand Tracker Question you are Probably Omitting

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...

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Does Your Brand Have a Cold, Wet Nose?

LevelUP Your Research

Does Your Brand Have a Cold, Wet Nose?

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...

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

How Mustard Helped Transform Engagement with Insights at Coca-Cola

Mastering Insights Communications

How Mustard Helped Transform Engagement with Insights at Coca-Cola

“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...

Lucy Davison

Lucy Davison

Founder and Managing Director at Keen as Mustard Marketing

Redefining Brand Tracking with a Consumer-Centric Approach

Research Methodologies

Redefining Brand Tracking with a Consumer-Centric Approach

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...

Rebecca Brooks

Rebecca Brooks

7 Vital Questions to Include in a User Research Recruitment Screener

Research Methodologies

7 Vital Questions to Include in a User Research Recruitment Screener

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...

Lisa Boughton

Lisa Boughton

Director & Co-Founder at Angelfish Fieldwork

How to Survive—And Even Thrive—During A Recession with Market Research

How to Survive—And Even Thrive—During A Recession with Market Research

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…

William Cimarosa

William Cimarosa

VP of Market Research at Suzy

Turn Disruption into Dynamism with Kantar’s Walker Smith
Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Six Brand Strategies During Economic Uncertainty

Six Brand Strategies During Economic Uncertainty

Key learnings from previous uncertain times to help your brand.

Mohammed Bellamine

Mohammed Bellamine

Director of Customer Experience at Perksy

Fire! Aim! Ready! Are You Putting Your Marketing Tactics before Your Strategy?

Mastering Insights Communications

Fire! Aim! Ready! Are You Putting Your Marketing Tactics before Your Strategy?

Differentiating between strategy and tactics for successful marketing.

Lucy Davison

Lucy Davison

Founder and Managing Director at Keen as Mustard Marketing

Rethinking the Aging Population with Dave McCaughan
Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

No One Hates Shrinkflation More than Inflationaires

No One Hates Shrinkflation More than Inflationaires

Why brands should avoid ‘shrinkflation’ in the face of rising costs.

Hunter Thurman

Hunter Thurman

President at Alpha-Diver

What Really Motivates Consumer Behavior?

Gain & Retain®

What Really Motivates Consumer Behavior?

Should brands communicate trust, purpose, or choice?

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

What Brands Can Learn from the Launch of Pinterest Predicts
Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

The Journey of One of PepsiCo’s Iconic Brands: The Research That Defined Fritos’ Appealing Human Truth
Anuradha Mohan

Anuradha Mohan

Manager, Strategic Insights at PepsiCo Foods North America

Adding Research Value with Predictive Insights

LevelUP Your Research

Adding Research Value with Predictive Insights

Why your insights should be both descriptive and predictive.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Trust Me, I’m Untrustworthy!

Gain & Retain®

Trust Me, I’m Untrustworthy!

Building consumer trust & dealing with breach of trust in your brand.

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Saying What’s Desirable and Doing What’s Favorable

Research Methodologies

Saying What’s Desirable and Doing What’s Favorable

The Say-Do Gap, Social Desirability Bias, and impacts on brand & MR.

Shane Skillen

Shane Skillen

Chief Executive Officer at Hotspex

Your Logo is a Storyteller

Insights Industry News

Your Logo is a Storyteller

Weighing in on descriptive vs. non-descriptive logos.

James Forr

James Forr

Head of Insights at Olson Zaltman

How King’s Hawaiian 10x’d Its Brand Tracking Capabilities

How King’s Hawaiian 10x’d Its Brand Tracking Capabilities

King’s Hawaiian turns to TapResearch’s Brand Insights solution.

Aaron Platshon

Aaron Platshon

CEO at TapResearch

Why I Love the Beta Distribution (Part Two)

LevelUP Your Research

Why I Love the Beta Distribution (Part Two)

The Beta Distribution is key to estimating consumer preferences.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Brand Loyalty and the Future of Business

Executive Insights

Brand Loyalty and the Future of Business

What is brand loyalty? What tactics do brands employ to solicit it?

Rudly Raphael

Rudly Raphael

Founder & CEO at Eyes4Research

Do Customers “Love” Brands?

Brand Strategy

Do Customers “Love” Brands?

We explore whether consumers can love brands, and, if so, how and why.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

3 Reasons Why Measuring Behaviour over Purchase Intent Sells More Products

Research Methodologies

3 Reasons Why Measuring Behaviour over Purchase Intent Sells More Products

Applying a “Behavior First” approach to purchase intent.

Olivier Blanchet

Olivier Blanchet

Chief Executive Officer at PRS IN VIVO

Why Customer Loyalty is More Important than Ever

Why Customer Loyalty is More Important than Ever

Rising acquisition costs have led to brands’ customer-centric approach.

Ashley Lightfoot

Ashley Lightfoot

Content Marketing Manager at Latana

How to Remain Competitive in a Context of Rising Raw Material Prices and Rising Wages?
Olivier Blanchet

Olivier Blanchet

Chief Executive Officer at PRS IN VIVO

Why I Love the Beta Distribution (Part One)

LevelUP Your Research

Why I Love the Beta Distribution (Part One)

The Beta distribution should be in every market researcher’s toolbox.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Trend for 2022: Meet the New Brand Tracker

Brand Strategy

Trend for 2022: Meet the New Brand Tracker

How MR firms can leverage ResTech to create reoccurring revenue.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Market Research During Times of Inflation

Brand Strategy

Market Research During Times of Inflation

How can market research & businesses adapt to inflation?

Conjoint.ly null

Conjoint.ly

Brand-building: What Brand Beliefs Can You Really Move?

LevelUP Your Research

Brand-building: What Brand Beliefs Can You Really Move?

Which attribute ratings are most responsive to ad spending?

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Market Research: The Science of People, Not Numbers

Research Methodologies

Market Research: The Science of People, Not Numbers

How can we do research that accepts human unpredictability?

Sam Salama

Sam Salama

Research Manager at Basis

PepsiCo Creates High Impact Walkers Holiday Ad with Early-Stage Testing

Brand Strategy

PepsiCo Creates High Impact Walkers Holiday Ad with Early-Stage Testing

Using Zappi Amplify TV to vet and refine a high-impact holiday ad.

Zappi null

Zappi

Brand Strategy

Validating Advertising Campaigns During a Tumultuous Year

A case study focused on an insurance company’s advertising strategy.

Suzy null

Suzy

Busting Seven Marketing Myths

LevelUP Your Research

Busting Seven Marketing Myths

Seven busted myths that will lead to better marketing and research.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Why Targeting Eats Reach-Based Media Strategies for Lunch

LevelUP Your Research

Why Targeting Eats Reach-Based Media Strategies for Lunch

Why targeting ads should be prioritized over expanding their reach.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Clif Bar & Company Uses Data to Lead Better-for-You and Better-for-the-Environment Product Development

Brand Strategy

Clif Bar & Company Uses Data to Lead Better-for-You and Better-for-the-Environment Product Development

Mintel’s work with their client, Clif Bar & Company, to expand its brand globally.

Mintel null

Mintel

How to Effectively Conduct Research with Gen Z

Brand Strategy

How to Effectively Conduct Research with Gen Z

The types of communications that Gen Z tolerates.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Brand Loyalty: The Link between Attitudes and Behaviors

LevelUP Your Research

Brand Loyalty: The Link between Attitudes and Behaviors

Bringing attitudinal and behavioral perspectives together for predictive power.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Marketers – Stop Feeling Dirty About Being Cheap

Gain & Retain®

Marketers – Stop Feeling Dirty About Being Cheap

The importance of your brand being considered good value for money.

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Woops! We Forgot to Define Value!

Gain & Retain®

Woops! We Forgot to Define Value!

Applying the value chain approach to marketing communications.

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

7 Reasons Why Brands are Adopting Research Technology

Focus on APAC

7 Reasons Why Brands are Adopting Research Technology

Brands are turning to research tech to obtain consumer insights.

Sej Patel

Sej Patel

Country Director (ANZ) at Toluna

Effective Brand Creation: Where to Start

Mastering Insights Communications

Effective Brand Creation: Where to Start

Company rebranding and its external branding partners.

Simon Dunn

Simon Dunn

Creative Director at Keen as Mustard Marketing

The Pursuit of Happiness

Insights Industry News

The Pursuit of Happiness

Applying positive psychology to your brand.

Emmanuel Probst

Emmanuel Probst

Global Lead, Brand Thought-Leadership at Ipsos

Why market research deserves a seat at the table

Research Methodologies

Why market research deserves a seat at the table

How do we get market research back around the decision-making table?

Robert Passikoff,

Robert Passikoff,

Founder & President at Brand Keys Inc

‘Living’ Brands: Getting Macs and Avoiding Noids

Research Methodologies

‘Living’ Brands: Getting Macs and Avoiding Noids

In advertising, personification can say what words can’t.

James Forr

James Forr

Head of Insights at Olson Zaltman

Brand Purpose – The Slippery Slope for Woke Brands

Brand Strategy

Brand Purpose – The Slippery Slope for Woke Brands

Do consumers actually support social justice messaging in advertising?

Piers Lee

Piers Lee

Director at BVA BDRC Asia

Why You Should Keep Your Brand KPIs Simple

Research Methodologies

Why You Should Keep Your Brand KPIs Simple

The benefits of using a single metric to measure brand development.

Robert Beatus

Robert Beatus

Head of R&D at Nepa

Is Brand Tracking in Market Research Relevant?

Artificial Intelligence and Machine Learning

Is Brand Tracking in Market Research Relevant?

As the world of market research moves forward, we leave what we have known as tracking research behind.

Richard Owen

Richard Owen

The Challenges of Images at Digital Shelf and The Solution That Drives Shopper Growth

Artificial Intelligence and Machine Learning

The Challenges of Images at Digital Shelf and The Solution That Drives Shopper Growth

Digitally driving shopper growth by managing online product content.

Ruben Nazario

Ruben Nazario

Vice President, Digital Shopper Innovation at Behaviorally formerly PRS

Brand Health and Your Business: Is Your Brand Fit for the Future?

Brand Strategy

Brand Health and Your Business: Is Your Brand Fit for the Future?

Building and maintaining brand health moving forward.

Richie Heron

Richie Heron

VP Methodology at Toluna

Mars Petcare and Streetbees: The Pawfect Partnership

Brand Strategy

Mars Petcare and Streetbees: The Pawfect Partnership

How does human behavior impact pets?

Streetbees null

Streetbees

Getting It Right with Zain Raj

Behavioral Science

Getting It Right with Zain Raj

How reducing the number of clients by 90% doubled their revenue.

Gregg Archibald

Gregg Archibald

Managing Partner at Gen2 Advisors

Empowered to Lead with Empathy: How Experian Health Used Alida to Discover and Act On VoC and VoE

Brand Strategy

Empowered to Lead with Empathy: How Experian Health Used Alida to Discover and Act On VoC and VoE

Listening to voice of customer and employee empowered Experian Health.

Experian Health

Experian Health

Aligning Department and Organizational Goals with LeapFrog/VTech

Brand Strategy

Aligning Department and Organizational Goals with LeapFrog/VTech

Insights success at the top children’s educational toy company.

Gregg Archibald

Gregg Archibald

Managing Partner at Gen2 Advisors

Let’s Talk About Generation Z: Social Media, Activism and Consumerism

Brand Strategy

Let’s Talk About Generation Z: Social Media, Activism and Consumerism

Gen Z’s divergence from Millennials.

Emily Hall

Emily Hall

Content Marketing Manager at Relative Insight

4 Steps to Creating and Executing a Successful Agile Research Strategy

Brand Strategy

4 Steps to Creating and Executing a Successful Agile Research Strategy

Uncover deep consumer insights and move quickly into market research.

William Cimarosa

William Cimarosa

VP of Market Research at Suzy

Classifying CX Initiatives – Part One

Gain & Retain®

Classifying CX Initiatives – Part One

Do your CX initiatives focus on these three core areas?

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

5 Considerations When Switching Brand Tracking Providers

Brand Strategy

5 Considerations When Switching Brand Tracking Providers

When your business needs change, sometimes that means it’s time for your brand tracker to change as well.

Divya Shroff

Divya Shroff

Sr. Product Marketing Manager at SurveyMonkey

When Effort is Meaningful

Research Methodologies

When Effort is Meaningful

Customer effort is an important indicator of CX but emotion is often left out.

Jennifer Passini

Jennifer Passini

Senior Strategic CX Consultant at InMoment

Stop Ignoring Your Price Brand!

Gain & Retain®

Stop Ignoring Your Price Brand!

Stores with a strong price brand get price-checked less and enjoy larger basket sizes. Are you managing your price brand?

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

The Troubling Legacy of the 2020 Election Polls

Brand Strategy

The Troubling Legacy of the 2020 Election Polls

Why did the U.S. election pollsters get it wrong again? Can political polling learn from the past?

Terry G.

Terry G.

Partners at Customer Experience Partners, LLC.

Two Faces Have I – One to Show, One to Hide

Gain & Retain®

Two Faces Have I – One to Show, One to Hide

There is minimal scientific evidence to support the most applied measure of emotion as a predictor of market performance.

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Coke vs Pepsi: Modern Day Cola Wars

Coke vs Pepsi: Modern Day Cola Wars

It’s 2021 and the Cola Wars are back!

Catherine Gutierrez

Catherine Gutierrez

VP of Marketing at MFour

The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages

Brand Strategy

Partner Content

The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages

Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...

AP

Andrea Parsons

Senior Director, Behavioral Qualitative at Behaviorally

The Four Human Insights Every Marketing Research Professional Must Know to Solve Any Business Challenge

Behavioral Insights Academy

The Four Human Insights Every Marketing Research Professional Must Know to Solve Any Business Challenge

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...

William Leach

William Leach

Founder / Mindstate Group at Mindstate Group

Are your Experiments Misestimating the Effectiveness of your Advertising?

LevelUP Your Research

Are your Experiments Misestimating the Effectiveness of your Advertising?

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...

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

The Essence of You: Crafting a Personal Brand with Sequoyah Glenn
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Greenbook Future List Spotlight: Marguerite Steyn

Future List Honorees

Partner Content

Greenbook Future List Spotlight: Marguerite Steyn

Editor’s Note: The following interview features a Greenbook Future List honoree, Marguerite Steyn. The Greenbook Future List recognizes leadership, pr...

Karen Lynch

Karen Lynch

Head of Content at Greenbook

Can’t keep my eyes off you: ATTENTION! Part Two

Gain & Retain®

Can’t keep my eyes off you: ATTENTION! Part Two

Part One of this article addressed attention as it relates to the visual processing of marketing communications.  Different kinds of visual attention ...

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Increase Market Value by Building Brand Attachment, Not Loyalty

Behavioral Insights Academy

Increase Market Value by Building Brand Attachment, Not Loyalty

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...

William Leach

William Leach

Founder / Mindstate Group at Mindstate Group

Embracing the Dichotomy of Logic and Emotion in Market Research

Research Methodologies

Embracing the Dichotomy of Logic and Emotion in Market Research

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...

Emily James

Emily James

Insights Marketer at FlexMR

The Case for Corporate Courage: How Brands Can Be An Ally to the LGBTQ+ Community

Research Methodologies

The Case for Corporate Courage: How Brands Can Be An Ally to the LGBTQ+ Community

Editor’s Note: The Audience Impact and Intelligence team at Paramount Advertising consists of researchers, strategists, and analysts charged with work...

David Pangilinan

David Pangilinan

Manager, Audience Impact & Intelligence at Paramount

How to Tell your Brand’s ESG Story to Win Customers

How to Tell your Brand’s ESG Story to Win Customers

The research is clear, investing in environmental, social, and governance (ESG) programs creates short and long term business value. Not only does it ...

Chrissy Brogan

Chrissy Brogan

Market Development Director at Glow

Making Trends Sticky: Three Billion Media Impressions and Counting

Making Trends Sticky: Three Billion Media Impressions and Counting

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...

Adam Rowles

Adam Rowles

Marketing at The Forge

Daredevils to Data: Exploring Consumer Behavior with Red Bull’s Sarah Shain
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Empowering Transformation: Paramount’s LGBTQ+ in America with David Pangilinan and Angel Bellon
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

When Likes Lead to Purchases: The Emergence of Social Commerce

Executive Insights

When Likes Lead to Purchases: The Emergence of Social Commerce

If there are two things that characterize modern Western culture, and American culture in particular, it’s technology and consumerism. There’s no doub...

Rudly Raphael

Rudly Raphael

Founder & CEO at Eyes4Research

Innovation Strategy Tools (Part 4): Roadmapping

Monthly Dose of Design

Innovation Strategy Tools (Part 4): Roadmapping

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...

Nicholas Lee

Nicholas Lee

Senior Designer at Northstar Research

Why Motivational Psychology is the Secret to Elite Brand Advertising and Growth

Behavioral Insights Academy

Why Motivational Psychology is the Secret to Elite Brand Advertising and Growth

Identifying the core human motivation driving your category is critical for elite brand marketing because it allows insights professionals to help the...

William Leach

William Leach

Founder / Mindstate Group at Mindstate Group

The Most Important Lesson from Narrative Psychology and What it Means for Elite Branding

Behavioral Insights Academy

The Most Important Lesson from Narrative Psychology and What it Means for Elite Branding

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...

William Leach

William Leach

Founder / Mindstate Group at Mindstate Group

Using Behavioral Science to Build Elite Brand Equity

Behavioral Insights Academy

Using Behavioral Science to Build Elite Brand Equity

In today’s marketplace, many comparable products and services are often available, making it difficu...

How to Estimate a Brand’s Cumulative Penetration by Analytics

LevelUP Your Research

How to Estimate a Brand’s Cumulative Penetration by Analytics

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...

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

From Fads to Foresight: Reading the Undercurrent of Trends with Nathania Christy
Natalie Pusch

Natalie Pusch

Senior Content Producer at Greenbook

Women in Research: Embracing Equity in 2023 and Beyond

Insights Industry News

Women in Research: Embracing Equity in 2023 and Beyond

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...

Jessica Sage

Jessica Sage

Global Director of Marketing & Programming at Women In Research (WIRe)

It’s Supposed to be a Pipe Not a Funnel!

Gain & Retain®

It’s Supposed to be a Pipe Not a Funnel!

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...

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

The Most Important Brand Tracker Question you are Probably Omitting

LevelUP Your Research

The Most Important Brand Tracker Question you are Probably Omitting

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...

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Does Your Brand Have a Cold, Wet Nose?

LevelUP Your Research

Does Your Brand Have a Cold, Wet Nose?

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...

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

How Mustard Helped Transform Engagement with Insights at Coca-Cola

Mastering Insights Communications

How Mustard Helped Transform Engagement with Insights at Coca-Cola

“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...

Lucy Davison

Lucy Davison

Founder and Managing Director at Keen as Mustard Marketing

Redefining Brand Tracking with a Consumer-Centric Approach

Research Methodologies

Redefining Brand Tracking with a Consumer-Centric Approach

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...

Rebecca Brooks

Rebecca Brooks

7 Vital Questions to Include in a User Research Recruitment Screener

Research Methodologies

7 Vital Questions to Include in a User Research Recruitment Screener

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...

Lisa Boughton

Lisa Boughton

Director & Co-Founder at Angelfish Fieldwork

How to Survive—And Even Thrive—During A Recession with Market Research

How to Survive—And Even Thrive—During A Recession with Market Research

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…

William Cimarosa

William Cimarosa

VP of Market Research at Suzy

Turn Disruption into Dynamism with Kantar’s Walker Smith
Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

Six Brand Strategies During Economic Uncertainty

Six Brand Strategies During Economic Uncertainty

Key learnings from previous uncertain times to help your brand.

Mohammed Bellamine

Mohammed Bellamine

Director of Customer Experience at Perksy

Fire! Aim! Ready! Are You Putting Your Marketing Tactics before Your Strategy?

Mastering Insights Communications

Fire! Aim! Ready! Are You Putting Your Marketing Tactics before Your Strategy?

Differentiating between strategy and tactics for successful marketing.

Lucy Davison

Lucy Davison

Founder and Managing Director at Keen as Mustard Marketing

Rethinking the Aging Population with Dave McCaughan
Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

No One Hates Shrinkflation More than Inflationaires

No One Hates Shrinkflation More than Inflationaires

Why brands should avoid ‘shrinkflation’ in the face of rising costs.

Hunter Thurman

Hunter Thurman

President at Alpha-Diver

What Really Motivates Consumer Behavior?

Gain & Retain®

What Really Motivates Consumer Behavior?

Should brands communicate trust, purpose, or choice?

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

What Brands Can Learn from the Launch of Pinterest Predicts
Leonard Murphy

Leonard Murphy

Chief Advisor for Insights and Development at Greenbook

The Journey of One of PepsiCo’s Iconic Brands: The Research That Defined Fritos’ Appealing Human Truth
Anuradha Mohan

Anuradha Mohan

Manager, Strategic Insights at PepsiCo Foods North America

Adding Research Value with Predictive Insights

LevelUP Your Research

Adding Research Value with Predictive Insights

Why your insights should be both descriptive and predictive.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Trust Me, I’m Untrustworthy!

Gain & Retain®

Trust Me, I’m Untrustworthy!

Building consumer trust & dealing with breach of trust in your brand.

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Saying What’s Desirable and Doing What’s Favorable

Research Methodologies

Saying What’s Desirable and Doing What’s Favorable

The Say-Do Gap, Social Desirability Bias, and impacts on brand & MR.

Shane Skillen

Shane Skillen

Chief Executive Officer at Hotspex

Your Logo is a Storyteller

Insights Industry News

Your Logo is a Storyteller

Weighing in on descriptive vs. non-descriptive logos.

James Forr

James Forr

Head of Insights at Olson Zaltman

How King’s Hawaiian 10x’d Its Brand Tracking Capabilities

How King’s Hawaiian 10x’d Its Brand Tracking Capabilities

King’s Hawaiian turns to TapResearch’s Brand Insights solution.

Aaron Platshon

Aaron Platshon

CEO at TapResearch

Why I Love the Beta Distribution (Part Two)

LevelUP Your Research

Why I Love the Beta Distribution (Part Two)

The Beta Distribution is key to estimating consumer preferences.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Brand Loyalty and the Future of Business

Executive Insights

Brand Loyalty and the Future of Business

What is brand loyalty? What tactics do brands employ to solicit it?

Rudly Raphael

Rudly Raphael

Founder & CEO at Eyes4Research

Do Customers “Love” Brands?

Brand Strategy

Do Customers “Love” Brands?

We explore whether consumers can love brands, and, if so, how and why.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

3 Reasons Why Measuring Behaviour over Purchase Intent Sells More Products

Research Methodologies

3 Reasons Why Measuring Behaviour over Purchase Intent Sells More Products

Applying a “Behavior First” approach to purchase intent.

Olivier Blanchet

Olivier Blanchet

Chief Executive Officer at PRS IN VIVO

Why Customer Loyalty is More Important than Ever

Why Customer Loyalty is More Important than Ever

Rising acquisition costs have led to brands’ customer-centric approach.

Ashley Lightfoot

Ashley Lightfoot

Content Marketing Manager at Latana

How to Remain Competitive in a Context of Rising Raw Material Prices and Rising Wages?
Olivier Blanchet

Olivier Blanchet

Chief Executive Officer at PRS IN VIVO

Why I Love the Beta Distribution (Part One)

LevelUP Your Research

Why I Love the Beta Distribution (Part One)

The Beta distribution should be in every market researcher’s toolbox.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Trend for 2022: Meet the New Brand Tracker

Brand Strategy

Trend for 2022: Meet the New Brand Tracker

How MR firms can leverage ResTech to create reoccurring revenue.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Market Research During Times of Inflation

Brand Strategy

Market Research During Times of Inflation

How can market research & businesses adapt to inflation?

Conjoint.ly null

Conjoint.ly

Brand-building: What Brand Beliefs Can You Really Move?

LevelUP Your Research

Brand-building: What Brand Beliefs Can You Really Move?

Which attribute ratings are most responsive to ad spending?

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Market Research: The Science of People, Not Numbers

Research Methodologies

Market Research: The Science of People, Not Numbers

How can we do research that accepts human unpredictability?

Sam Salama

Sam Salama

Research Manager at Basis

PepsiCo Creates High Impact Walkers Holiday Ad with Early-Stage Testing

Brand Strategy

PepsiCo Creates High Impact Walkers Holiday Ad with Early-Stage Testing

Using Zappi Amplify TV to vet and refine a high-impact holiday ad.

Zappi null

Zappi

Brand Strategy

Validating Advertising Campaigns During a Tumultuous Year

A case study focused on an insurance company’s advertising strategy.

Suzy null

Suzy

Busting Seven Marketing Myths

LevelUP Your Research

Busting Seven Marketing Myths

Seven busted myths that will lead to better marketing and research.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Why Targeting Eats Reach-Based Media Strategies for Lunch

LevelUP Your Research

Why Targeting Eats Reach-Based Media Strategies for Lunch

Why targeting ads should be prioritized over expanding their reach.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Clif Bar & Company Uses Data to Lead Better-for-You and Better-for-the-Environment Product Development

Brand Strategy

Clif Bar & Company Uses Data to Lead Better-for-You and Better-for-the-Environment Product Development

Mintel’s work with their client, Clif Bar & Company, to expand its brand globally.

Mintel null

Mintel

How to Effectively Conduct Research with Gen Z

Brand Strategy

How to Effectively Conduct Research with Gen Z

The types of communications that Gen Z tolerates.

Jamin Brazil

Jamin Brazil

Chairman & CEO at HubUX

Brand Loyalty: The Link between Attitudes and Behaviors

LevelUP Your Research

Brand Loyalty: The Link between Attitudes and Behaviors

Bringing attitudinal and behavioral perspectives together for predictive power.

Joel Rubinson

Joel Rubinson

President at Rubinson Partners Inc

Marketers – Stop Feeling Dirty About Being Cheap

Gain & Retain®

Marketers – Stop Feeling Dirty About Being Cheap

The importance of your brand being considered good value for money.

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Woops! We Forgot to Define Value!

Gain & Retain®

Woops! We Forgot to Define Value!

Applying the value chain approach to marketing communications.

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

7 Reasons Why Brands are Adopting Research Technology

Focus on APAC

7 Reasons Why Brands are Adopting Research Technology

Brands are turning to research tech to obtain consumer insights.

Sej Patel

Sej Patel

Country Director (ANZ) at Toluna

Effective Brand Creation: Where to Start

Mastering Insights Communications

Effective Brand Creation: Where to Start

Company rebranding and its external branding partners.

Simon Dunn

Simon Dunn

Creative Director at Keen as Mustard Marketing

The Pursuit of Happiness

Insights Industry News

The Pursuit of Happiness

Applying positive psychology to your brand.

Emmanuel Probst

Emmanuel Probst

Global Lead, Brand Thought-Leadership at Ipsos

Why market research deserves a seat at the table

Research Methodologies

Why market research deserves a seat at the table

How do we get market research back around the decision-making table?

Robert Passikoff,

Robert Passikoff,

Founder & President at Brand Keys Inc

‘Living’ Brands: Getting Macs and Avoiding Noids

Research Methodologies

‘Living’ Brands: Getting Macs and Avoiding Noids

In advertising, personification can say what words can’t.

James Forr

James Forr

Head of Insights at Olson Zaltman

Brand Purpose – The Slippery Slope for Woke Brands

Brand Strategy

Brand Purpose – The Slippery Slope for Woke Brands

Do consumers actually support social justice messaging in advertising?

Piers Lee

Piers Lee

Director at BVA BDRC Asia

Why You Should Keep Your Brand KPIs Simple

Research Methodologies

Why You Should Keep Your Brand KPIs Simple

The benefits of using a single metric to measure brand development.

Robert Beatus

Robert Beatus

Head of R&D at Nepa

Is Brand Tracking in Market Research Relevant?

Artificial Intelligence and Machine Learning

Is Brand Tracking in Market Research Relevant?

As the world of market research moves forward, we leave what we have known as tracking research behind.

Richard Owen

Richard Owen

The Challenges of Images at Digital Shelf and The Solution That Drives Shopper Growth

Artificial Intelligence and Machine Learning

The Challenges of Images at Digital Shelf and The Solution That Drives Shopper Growth

Digitally driving shopper growth by managing online product content.

Ruben Nazario

Ruben Nazario

Vice President, Digital Shopper Innovation at Behaviorally formerly PRS

Brand Health and Your Business: Is Your Brand Fit for the Future?

Brand Strategy

Brand Health and Your Business: Is Your Brand Fit for the Future?

Building and maintaining brand health moving forward.

Richie Heron

Richie Heron

VP Methodology at Toluna

Mars Petcare and Streetbees: The Pawfect Partnership

Brand Strategy

Mars Petcare and Streetbees: The Pawfect Partnership

How does human behavior impact pets?

Streetbees null

Streetbees

Getting It Right with Zain Raj

Behavioral Science

Getting It Right with Zain Raj

How reducing the number of clients by 90% doubled their revenue.

Gregg Archibald

Gregg Archibald

Managing Partner at Gen2 Advisors

Empowered to Lead with Empathy: How Experian Health Used Alida to Discover and Act On VoC and VoE

Brand Strategy

Empowered to Lead with Empathy: How Experian Health Used Alida to Discover and Act On VoC and VoE

Listening to voice of customer and employee empowered Experian Health.

Experian Health

Experian Health

Aligning Department and Organizational Goals with LeapFrog/VTech

Brand Strategy

Aligning Department and Organizational Goals with LeapFrog/VTech

Insights success at the top children’s educational toy company.

Gregg Archibald

Gregg Archibald

Managing Partner at Gen2 Advisors

Let’s Talk About Generation Z: Social Media, Activism and Consumerism

Brand Strategy

Let’s Talk About Generation Z: Social Media, Activism and Consumerism

Gen Z’s divergence from Millennials.

Emily Hall

Emily Hall

Content Marketing Manager at Relative Insight

4 Steps to Creating and Executing a Successful Agile Research Strategy

Brand Strategy

4 Steps to Creating and Executing a Successful Agile Research Strategy

Uncover deep consumer insights and move quickly into market research.

William Cimarosa

William Cimarosa

VP of Market Research at Suzy

Classifying CX Initiatives – Part One

Gain & Retain®

Classifying CX Initiatives – Part One

Do your CX initiatives focus on these three core areas?

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

5 Considerations When Switching Brand Tracking Providers

Brand Strategy

5 Considerations When Switching Brand Tracking Providers

When your business needs change, sometimes that means it’s time for your brand tracker to change as well.

Divya Shroff

Divya Shroff

Sr. Product Marketing Manager at SurveyMonkey

When Effort is Meaningful

Research Methodologies

When Effort is Meaningful

Customer effort is an important indicator of CX but emotion is often left out.

Jennifer Passini

Jennifer Passini

Senior Strategic CX Consultant at InMoment

Stop Ignoring Your Price Brand!

Gain & Retain®

Stop Ignoring Your Price Brand!

Stores with a strong price brand get price-checked less and enjoy larger basket sizes. Are you managing your price brand?

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

The Troubling Legacy of the 2020 Election Polls

Brand Strategy

The Troubling Legacy of the 2020 Election Polls

Why did the U.S. election pollsters get it wrong again? Can political polling learn from the past?

Terry G.

Terry G.

Partners at Customer Experience Partners, LLC.

Two Faces Have I – One to Show, One to Hide

Gain & Retain®

Two Faces Have I – One to Show, One to Hide

There is minimal scientific evidence to support the most applied measure of emotion as a predictor of market performance.

Ken Roberts

Ken Roberts

Chief Innovation Officer at Forethought

Coke vs Pepsi: Modern Day Cola Wars

Coke vs Pepsi: Modern Day Cola Wars

It’s 2021 and the Cola Wars are back!

Catherine Gutierrez

Catherine Gutierrez

VP of Marketing at MFour

Industry Insights from Partners

The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages

Brand Strategy

Partner Content

The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages

Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...

AP

Andrea Parsons

Senior Director, Behavioral Qualitative at Behaviorally

Greenbook Future List Spotlight: Marguerite Steyn

Future List Honorees

Partner Content

Greenbook Future List Spotlight: Marguerite Steyn

Editor’s Note: The following interview features a Greenbook Future List honoree, Marguerite Steyn. The Greenbook Future List recognizes leadership, pr...

Karen Lynch

Karen Lynch

Head of Content at Greenbook

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