Research Should Focus on Your Customers, Not on Your Products
An article in the most recent issue of the Harvard Business Review (“Rethinking Marketing”) argues that marketing is shifting from being product-centric to being customer-centric. The old method was...
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Fifteen Basics of “Brand Smart” Research
This past week the American Marketing Association in Chicago held its 2011 annual BrandSmart conference, bringing together top-level marketers from companies such as Groupon, Motorola, Allscripts,...
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How to Know If a Brand Extension Will Succeed
An article not too long ago in the Journal of Consumer Psychology summed up current research on brand extensions thus: What factors determine whether or not a brand extension will be successful? The...
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Squeezing More from Your Open-Ends
A perennial problem with open-ended survey questions is that respondents are lazy. It takes time and effort to think of good answers. And if the survey is self-administered online or on paper, it...
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