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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Virtual Reality: Immersive Experiences in Research

September 24, 2013
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Posted by: Dave Sackman
It’s been about two years since my first experience in the goggles – virtual reality goggles, that is.  I was in Santa Barbara meeting with ...
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Market Research: Innovation or Extermination?

January 22, 2013
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Posted by: Joan Cassidy
Business is moving at warp speed, technology disrupting, new sources producing countless bytes of data, and we’re all tangled up in social networks. It’s 2013 ...
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Lessons in Backlash: Three Things You Should Know Before Rebranding in the Social Media Age

December 17, 2012
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Posted by: LRW
Social media backlash—think Gap’s logo change and swift reversal—is clearly a problem which marketers must actively work to avoid and be prepared for in case ...
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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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A New Brand Paradigm: Brands as Stereotypes

June 26, 2012
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Posted by: LRW
When people hear the word “stereotype” they think of something bad, and this makes sense given that this word is usually used in the context ...
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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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Understanding the Emotional and Non-Conscious Underpinnings of Consumer Choices

May 1, 2012
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Posted by: LRW
Marketing researchers have developed several very good techniques for measuring rational brand connections and purchase decisions, but it is every marketer’s goal to understand all ...
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