The Culture of Pricing (and why traditional survey research gets it wrong)
Pricing is a unique challenge that you want to get right. Many businesses do pricing research that has participants evaluate a list of...
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Three things you need to know about your customers that you probably don’t ask
Traditional market research doesn't do enough - because attributes, preferences, and behaviors only tell part of the consumer story. To...
Emotion versus function: how I miss smoking, and what that has to do with building a solid brand
A one-size-fits-all, purely emotional approach to brand-building doesn't work in the internet age. Access to information about...
The “consumers don’t do what they say” dilemma, and why Decision Science is the answer
What consumers say don't always line up with what they do. Some believe the answer is to make a choice: trust their words or trust their...
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