Category Archives: Brand and Image Research

What are consumers’ top 10 GMO-related questions?

The results of a new national survey, commissioned by trade groups GMO Answers and the Council for Biotechnology Information, identify the leading questions consumers have about genetically modified organisms (GMOs) and how our food is grown. The survey was conducted … Continue reading

Posted in Agriculture Research, Brand and Image Research, Consumer Psychology, Food/Sensory Research, Shopper Insights | Comment

Sapient CMO on the multi-screen success of March Madness

March Madness is upon us. Tomorrow is the first full day of games for the 2014 NCAA men’s basketball championship tournament and the deadline to submit the perfect bracket to get your hands on Warren Buffett’s $1 billion is fast … Continue reading

Posted in Advertising Research, Brand and Image Research, Media Research, Social Media and Marketing Research, Television Research | Comment

Among a lackluster lot, WeatherTech and American classics took top honors for Super Bowl 2014 ads

It’s been over a month since Super Bowl XLVIII, and Quirk’s has yet to provide its usual post-game follow-up! If our own water-cooler conversation is any indication of general public sentiment, the action on the field and the advertising left … Continue reading

Posted in Advertising Research, Brand and Image Research, Television Research | Comment

Study examines world regulators’ responses to green marketing claims

The Global Advertising Lawyers Alliance (GALA) has released Green Marketing: A Global Legal Perspective, a study which found that 54 percent of the countries surveyed had legal or self-regulatory challenges to marketers’ “green” claims and 15 percent have recently released … Continue reading

Posted in Brand and Image Research, International Research, Shopper Insights | Comment

A pre-Super Bowl beer chaser

As America gears up for Super Bowl XLVIII, data from Seattle researcher Survey Analytics shows which beer brands will be flying off the shelves, how much money the average American is expected to spend and who’s really brewing in their … Continue reading

Posted in Brand and Image Research, Consumer Research | Comments Off

Does time-related information increase the impact of postitive online reviews?

Many companies are increasingly confused and upset about how to deal with negative online consumer reviews, says Zoey Chen of Georgia Tech Scheller College of Business. One way to overcome consumers’ overreliance on negative word of mouth would be to … Continue reading

Posted in Brand and Image Research, Food/Sensory Research, Social Media and Marketing Research | Comments Off

Consumers appreciate birthday wishes from brands – especially when they include discounts

A recent survey conducted by New York analytics and marketing technology provider Fulcrum found that 74 percent of consumers who received birthday messages from a company they do business with thought more positively of the company afterwards. Eighty-eight percent of … Continue reading

Posted in Brand and Image Research, Consumer Research | Comments Off

Insights in Action: Ethnography sharpens Gillette razor launch in India

Just wanted to bring to your attention a great long-form piece by the AP’s Mae Anderson on Procter & Gamble’s adventures in ethnography as it determined how to sell its Gillette razors in India. The article offers, as one quoted … Continue reading

Posted in Brand and Image Research, Concept Research, Ethnic/Multicultural Research, Ethnographic Research, International Research | Comments Off

Insights in action: Local knowledge fueling Goya’s growth

Many conversations on the role of the insights function these days seem to touch on the need to be able to incorporate and make sense of data from a vast range of sources, from ad hoc research to sales figures … Continue reading

Posted in Brand and Image Research, Ethnic/Multicultural Research, Food/Sensory Research, Market Research in the News, Product Research | Comments Off

Airlines are paying attention to their research data – no, really!

For all the Sturm und Drang about the failings of research, it’s always heartening to read an article that shows that research actually works! In his ‘Dear airline, here’s the problem…’ article, which was the April 4 installment of The … Continue reading

Posted in Brand and Image Research, Consumer Research, Market Research in the News, State of the Research Industry | Comments Off