International Women’s Month in March recognizes and celebrates women’s roles in society. We wanted to do the same and explore the experiences of women in the insights industry in a series of short interviews. The women we spoke with said that insights is a great place for women to work and excel. As in most […]

But First, Some Background on Heatmaps… Heatmaps are defined as data represented in charts or diagrams in which the data values are signified by colors. In market research, heatmaps paint clear pictures of customer insights and preferences, specifically as they relate to concept images, and text. Survey respondents are often asked to view a product […]

I recently participated in a conference, and had the opportunity to introduce, and share the stage with Dan Ariely, behavioral economist and New York Times bestselling author. Ariely’s newest book, The (Honest) Truth About Dishonesty, is based on original experiments and research to help explain the contradictory forces that “drive us to cheat and keep us […]

Bringing a new product or campaign to market causes even the bravest of brand marketer to lose sleep. Juggling huge reputational and financial risks with pushing an idea past potential barriers based solely on your insights and intelligence – it’s not for the faint of heart. But when it all comes together, that’s where market […]

Concept testing is the largest overall expenditure for research-related activities by marketers today. It accounts for an average of more than 6% of marketing budgets annually! According to Gartner’s 2015-2016 CMO Spend Survey, marketing budgets are increasing each year, with a focus on digital and social marketing. With these very saturated, competitive and real-time marketing […]