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 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 […]
Our Research Analyst at Ipsos Marketing shares how peanut butter (and a few other factors) lead to working in the evolving space of market research.
Having to make thousands of conscious and unconscious decisions each day makes understanding consumer choice quite the pickle.
Expedited research allows companies to lower research costs & more quickly bring products to the shelf. But there are two key trade-offs being made…
The product development and communication process can be complex, but identifying best practices can boost efficiency and help create a smarter strategy.
When we seek to co-create with the consumer, we serve the needs of the consumer but also of a business and brand, and are rewarded with growth and insight.