Insights: emotions

Are You Still Testing Ads When It’s Too Late?

[Big Ideas Series] Market Research focuses today on testing ads and providing cues on what to do better next time. Often this is too late. Wouldn’t it be better to inform marketing and creatives about evidence before any creative work had been produced?

What Marketers Can Learn From The Trump Campaign

When Trump first announced his presidential ambitions, I was sure he had no chance. I believed he did not even want to be President, but was rather engaging in some sort of ego-enhancing exercise to create headlines and maybe stir up some business for his hotel properties.

A Conversion Story Of A Cognitive Researcher To An Emotional Researcher

Emotions are important determinants of choice behavior, and we now have systematic means of measuring those very emotions during the process, so we have a great opportunity to combine our right- and left-brain influences to better understand these marketplace dynamics.

2013: The Market Research Year in Review (A Client Perspective)

In many ways, I sense it was a year of transition: change is palpably happening, and it would seem that the major players are pro-actively working to shape a healthy, profitable future for MR against a backdrop of disintermediation, disruption and margin erosion.

Emotions & Authenticity Matter In More Ways Than One