How Can Market Research Do Better In 2015?

Jan 21 2015 Published by neilgains under market research

It is now clear that the human brain is immensely complex and interconnected with much of its work unknowable and mysterious. This is hard for us to accept as individuals, including myself, and continues to be hard for the market research industry to accept.too  Perhaps that is why very little fundamental change has occurred.

While there have been great leaps in the technological interfaces used to collect data from research participants (and hurray that 2014 finally appeared to be the year that mobile data collection really took off), the fundamental processes have not undergone the radical changes that they need. Read more »

No responses yet

Thinking Clearly in 99 Steps

Jan 19 2015 Published by neilgains under book review

Have you ever read a book and wished you had found it earlier? Have you ever been recommended a book, and immediately bought it for fear of missing out on something so good? In The Art of Thinking Clearly, Rolf Dobelli discusses the fear of regret and 98 other cognitive biases in plain and succinct language beautifully illustrated with personal anecdotes. scientific papers and psychology experiments from around the world. Read more »

No responses yet

Pricing is all about the Psychology of Value

Dec 08 2014 Published by neilgains under book review

As Rory Sutherland says on the cover, price is “the most understudied, undervalued and oversimplified subjects in business decision-making”. The Psychology of Price by Leigh Caldwell provides a clear, comprehensive and usable guide to pricing from the perspective of human behavior, and is really the only book of its kind on this topic.

Read more »

No responses yet

Getting to the Core of Brand esSense: Visual Thinking in Research

Dec 07 2014 Published by neilgains under branding

If you want to talk to the emotional brain then you need to talk a language that emotions speak and hear, and that’s much more the language of the senses, especially the visual sense, than it is words. Visual approaches can help us understand the core of the esSense of a brand, by understanding the emotional story that underlies the goals or motivations of customers.

Read more »

No responses yet

Exploring and Measuring Emotion: Neuropsychology and Visual Thinking

Oct 04 2014 Published by neilgains under emotion

Our emotional brain speaks the language of experience, dominated by our visual world. It’s time for research to start talking the same language as the emotional brain.

Let’s face it – as researchers we spend most of our lives in the verbal sphere. But does that make sense? And, in particular, does it make sense to try and understand human emotions through questions and answers or sets of words? We are living in the visual age, where many claim that visual literacy is on the rise, with the use of multiple screens and the importance of the moving image in TV, film and online (read a review of The Age of the Image here). But humans have always been more visual than verbal, and technology is now allowing us to share visual information more easily than ever before. So there is no longer an excuse for market research! Read more »

No responses yet

Finding the Right Emotions - A picture paints a thousand words

Aug 28 2014 Published by neilgains under emotion

Marketers have regained their interest in emotional advertising in recent years and the evidence is clear that emotional advertising beats rational advertising. Great brands have always known this, communicating loudly and consistently around a core message. For example, Dove, IKEA, Nike and Virgin all create a strong emotional connection with customers by shaping both their communication and their brand experience around this core (nurture, equality, performance or fun). Read more »

No responses yet

Marketing and Music

Apr 06 2014 Published by neilgains under sensory branding

Music is one of the most powerful tools in the armoury of marketers. When executed well, music can have a profound effect on a brand’s success (think of Coca-Cola, Hamlet cigars, Cornetto ice cream or British Airways’ glory days). In Brand Hits, the authors cite figures that show that the average brand spends between 10 and 20 million dollars every year on music rights and licenses (without even thinking about the media costs which probably multiply this number by a factor of five to ten). They ask how many brands have actually become famous through their use of music, creating long-term value as well as short-term impact? Read more »

No responses yet

Does your Brand have the Right Emotional Profile?

Mar 27 2014 Published by neilgains under emotion

Has the marketing world finally caught on to the importance of emotion in advertising and branding? I’ve read a flurry of articles recently, and finally in the mainstream marketing press, discussing the importance of leveraging emotions.

This is a topic that TapestryWorks have been discussing for a long time, although we can’t claim to be the first. Many have seen their importance, since the beginning of the advertising and market research industries, although the argument was buried for decades by models of ‘persuasion’ that permeated the rational minds of big business. Read more »

No responses yet

Is your Brand using the right Symbols?

Feb 25 2014 Published by neilgains under semiotics

Our world is full of symbols, and we are all surrounded by symbols and signs every hour of every day. Our brains constantly use signs and symbols to access mental shortcuts. These shortcuts allow us to simplify and manage the world in all its complexity. For brands, these shortcuts are important to how customers perceive category and brand identities. Once established, such identities are hard to disrupt. Read more »

No responses yet

What Marketing Can Learn From Brain Science

Nov 19 2013 Published by neilgains under branding

Many of our intuitions about behaviour are now being confirmed by some of the latest findings in neuroscience and psychology. Although market research is making great strides to incorporate this new understanding of the mind, there is a long way to go. Much marketing and market research practice continues to hold tightly to the belief that decision-making is rational. Which leads to three key questions for marketing:

  1. How important are emotions in advertising?
  2. How do we all really make decisions?
  3. How can we leverage emotional signals in marketing? Read more »

No responses yet

« Prev - Next »