How Text Analytics Can Reveal More Insights from Crowdsourced Ideas

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In the era of Big Data, it is easier than ever for companies to interact with their customers and access their opinions over the internet. To capitalize on this, companies have created online communities or other platforms to hear feedback and/or recommendations from their most loyal consumers. Some, have even […]

Get Your Head in the Game: Why Sports Organizations Need Fan Insights

''Fan insights to keep a pulse on fan attitudes

As we enter November, I prepare for my favorite time of the year: college football season. I grew up in Columbus, Ohio in the heart of Ohio State Buckeye country and went to college at fellow Big Ten school, Northwestern.  In fact, for most of my undergrad career, I was the president of […]

Heating Up the Frozen Aisle: Exciting Lapsed Users With Innovation

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Using marketplace tensions to inspire innovation is a powerful way to unlock consumer value. Read the full article for 3-steps to finding & exploiting marketplace tension.

What’s Your Brand’s Social Category?

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Consumers see brands as belonging to categories based on their own perception and life experience. Once consumers pigeonhole a brand, it is hard for the brand to easily change that category perception. For example, Kodak was THE brand name for film photography. It was also the company that invented the […]

To Qual or To Quant? That is the Question

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  To Qual or To Quant? That is the Question   When winter wind gives way to summer sun, Chicago’s sidewalk cafés and rooftop bars reopen to much celebration. Family, friends, and coworkers meet up for a drink, a snack, or simply to people-watch. I love people-watching around the world […]