Never Settle
Nucleus
It’s happened to all of us. We work and work at defining and building brands and realize that we have to let go, to move forward, to make progress. At times, we dig in and fight for our point of …
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Pet Peeves
Michelle Nielsen
We’re big believers in the power of quantitative research, specifically for validating insights mined from qualitative methods. Sadly, we’re all-too-often reminded that quantitative analysis can be sorely lacking in meaning when handled poorly. Take for example a set of (dare …
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The Obvious is So Obvious
Elizabeth Talerman
I recently read a blurb in one of my favorite brand email newsletters that set my hair on fire. The headline for the blurb and graphic; “Authenticity ranks high for every demographic cohort.”
Really?! This is the kind of nonsense …
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The Death of the Focus Group: The Art + Science of Good Research
Linda Jeo Zerba
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Somewhere in the universe is a middle-aged, slightly overweight person hunched over a computer, reading glasses low on the nose, writing surveys with questions just like that, talking about data points and index values, all under the guise of conducting research.
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Branding Beyond the Super Bowl
Linda Jeo Zerba
With the Super Bowl (of advertising) upon us we can sense the anticipation building. There’s as much buzz around who will have the most outrageous spot this year as there is about what team is going to win. But, we …
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