Demystifying the consumer mind in crisis
The world is at different stages when it comes to dealing with COVID-19 but one thing is quite clear – our lives are being reset in ways we have never imagined before. We are at...
Brand Stories
I’m a researcher – get me out of here! (7) Unless you change my narrative, you can’t change my thinking
I recently read a very thought-provoking article by Susan Fader (FaderFocus) on the need to incorporate Narrative Economics into market research. My (likely very poor) rendering of her key message is that neither traditional primary...
Consumer expectations explode (again)
Consumer expectations are up again. A lot. Why should that matter to marketers? Because “expectations” are a key determinant of customer loyalty, marketing success, and brand profitability. According to the most recent Brand Keys Consumer...
The importance of personal branding for market researchers during & post COVID-19
Personal branding is who you are, no matter what your current job is, what project you happen to be working on at any one time or whatever the priority happens to be today. Keep in...
Building character: why every brand needs a mascot
Research shows us that mascots – the bright, zany brand ambassadors that inhabit our screens and magazines – drive higher sales, lower price sensitivity, and improve ad memorability, due to their activation of deeply embedded...
Brands beware – your behaviour during lockdown will have major consequences
The Charisma Index helps brands understand their reputation based on the issues that matter most to consumers. Providing insights on six dimensions, ethical and directional, that are crucial to brand success in the modern age,...