Understanding Emotion in Advertising
Can qualitative researchers understand emotions in advertising? Behavioural Economics and Biometics in advertising research has rekindled debate about the role of emotional engagement in effective communication. It’s good that this discourse is alive and well as we have always known that feelings or System One thinking are inherently important to engagement and involvement. Qualitative researchers have been effectively observing […]
Market Research in the New Normal
Market Research and the New Normal Living life in the Pandemic As the world changes due to the Coronavirus pandemic, one of the key issues we see being reported in market research is one of ‘stress’ and concerns about mental health. We are hearing in the media but we are also hearing it from consumers […]
How to Launch a Brand Ambassador Program
What are Brand Ambassadors? Businesses often choose a person or celebrity to become the “face” of the brand. This is known as a brand ambassador. It is important for the talent to be well known to the target audience and to bring positive credentials to the brand. Ideally they have established networks and relationships to […]
How to Build A Successful Long-Term Brand Strategy with Market Research
Market Research is Fundamental to Successful Brand Strategy A brand that invests in market research is a brand that will benefit from more profitable results, hands-down. Why? Because no matter what industry you are in – B2B, healthcare or consumer goods; well-crafted brands mean something to their target audience. That meaning creates loyal customers which […]
The Art of Consumer Storytelling and Market Research
By Ellen Baron When was the last time you listened to a good story? One that made you want to do something, complled you to act right away? Consumer storytelling can help us understand how to leverage a great story for better insight. Consumer Storytelling and Emotional Imprinting Well told stories are convincing because […]
An Introduction to Behavioural Economics
Behavioural Economics is psychology… experimental science in action and it focuses on choice architecture and how consumers are subject to predictable biases that may lead to decision errors. It has been proven from in-aisle observation and eye tracking that shoppers consider only a small percent of the products available for sale in a category. Ruby […]
Understanding Emotion in Advertising
Don’t underestimate the significant role of emotion in advertising. Behavioural Economics (BE) and Biometrics in advertising research has rekindled debate about the role of emotional engagement in effective communication. It’s good that this discourse is alive and well as we have always known that feelings or System One thinking are inherently important to engagement and involvement. […]