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For several decades brand tracking has been an important tool for brand and insight managers to measure the strength of their brands and stay ahead of threats and opportunities. But due to their predominant focus measuring knowledge and equity, brand trackers have not kept up with the changing way we now interact with brands and […]

After 20 plus years in the consumer insights and new product development business, I never thought that I could deliver consumer insights for new product development in as short a window as we can do today. Recently, we answered the challenge to find out which of 25 flavors of Chicago-based Jay’s Potato Chips would be […]

The seismic shifts caused by the consolidations, investments and mergers may follow the marketing research industry into 2020. The changes represent and result from the on-demand economy meeting the requirements for insights delivered at the speed of business. While companies demand speed, they also continue to depend on the highest quality insights. These new research […]

Personal Security Joins Smart Homes on the Show Floor As outrageous as this month’s Consumer Electronics Show (CES) 2020 in Las Vegas was – sleep training systems and robots that deliver toilet paper – the real takeaways were very much down to earth.  The products and product categories that were pervasive reflected the increasing use […]

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 […]

The lines between man and machine are increasingly being blurred with the tremendous growth of technologies that are personal – that we wear, monitor our health, our sleep, our security, and that are very present in our lives – often 24/7. In order for these technologies to take off, we have to feel comfortable with […]

The billionaire owner of Equinox and SoulCycle strained customer relationships for both companies when his $100K+/plate fundraiser for Donald Trump became public knowledge. Social media protests, including #BoycottEquinox, gained traction while the SoulCycle CEO tried to win back customers by offering free “social justice” rides for causes hand-picked by instructors. Wise marketing executives everywhere could […]

DIY consumer insights solutions have grown up. New, integrated systems combining on-demand consumer insights platforms, including powerful analytics, instant access to global communities of consumers and access to scalable service and expertise, enable researchers and brand marketers to gain answers to even the most complex questions. They are also proving to be critical tools in […]

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 […]

Claire Bruce Benes, Client Director, Toluna According to the Food and Drug Administration, there were 1,928 food and cosmetic recalls in 2018.  While this is an improvement over 2017 when 3,609 products were recalled, the numbers still indicate that, even with the best preventative measures, a recall event or other devastating brand-impacting event can befall […]