T-shirts & Tattoos: A Lesson in Identity Branding

April 3, 2017
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Posted by: Chris Elsbury
My wife and I recently hired a contractor to help us renovate our home. Before the ink had dried on the contract, our contractor presented the whole family with t-shirts bearing his company name. My kids got excited, and soon enough, we were all slipping into our shirts and taking photos with the contractor’s brand badged across our chests. While ...
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No Crystal Ball: Consumer Predictions in Surveys

April 8, 2015
Posted by: Collette Eccleston, PhD
In our surveys, we often ask respondents to predict the future. We don’t ask them to gaze into their crystal ball, but we ask them ...
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Open-Ended Questions: The Comeback Kid

August 10, 2014
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Posted by: Joan Cassidy
As researchers look for new methods to derive insights about consumers’ emotions and less-conscious thoughts and motivations, we should take a fresh look at the ...
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Customer Experience: Delight by Design

February 4, 2014
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Posted by: Joan Cassidy
When my friend Tina pulled up to the hotel, she felt like she had truly arrived. An attendant with a welcoming smile approached her and ...
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Make ’em Laugh…No, Don’t

August 5, 2013
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Posted by: Lara Berman
Whether you’re a wheezer, a snorter, a cackler, a hisser, a screamer or a silent shaker, we all love to laugh. We find funny people ...
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From Information to Insight: Three Takeaways from TMRE 2012

November 16, 2012
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Posted by: Jonathan Weiss
The Market Research Event (TMRE) wrapped up a few days ago in Boca Raton.  While attending this year’s conference I soaked in some great ideas ...
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What Should You Expect From the Relationship Between Brands and Word of Mouth?

July 25, 2012
Posted by: LRW
Log on to Facebook or peruse a Twitter feed and it won’t take long to see posts like “Ron Paul 2012” and “I love this ...
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An Actionable Way of Measuring Brand Equity and its Effect on Financial Performance

June 12, 2012
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Posted by: LRW
Previously we discussed not abandoning the brand funnel as it is useful for evaluating the strength of a brand’s franchise at a given point in ...
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Using the Face to Help Understand How Consumers Feel About Your Brand

May 23, 2012
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Posted by: LRW
The face is an important source of information.  Without saying a word, one can tell a lot about how someone feels by looking at their ...
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Better Advertising Through Unlocking Emotional and Non-Conscious Reactions

May 8, 2012
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Posted by: LRW
Last week we discussed the holy grail of marketing, understanding what drives the non-conscious and emotional aspects of consumer choices.  This week we want to ...
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