Journal.
On people, choices, and the
evidence in between.
Latest articles
177 articles
Brand positioning research: choose the promise you can own
The same meal-planning service could lead with dinner relief or an organized grocery shop. Two household situations show how to choose the promise, alternative and product proof together.
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Brand perception research: change the impression that matters
Find out how buyers see your brand, what created that impression and which change to make. Compare associations with alternatives, then give marketing and product teams a clear brief.
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Concept testing methods: match exposure to the decision
A bottle comparison and a service example show when to use independent reactions, sequential screening, direct choice or qualitative diagnosis.
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Market research: choose the study that changes your next move
A repair shop weighs collection against another location; a lunchbox seller chooses a prototype. Both show how to buy evidence that can change the next investment.
Read articleBrand research: choose the study that changes the next decision
Choose the brand study that resolves your next decision. Compare awareness, perception, positioning, message testing and tracking through one worked tea-brand brief.
Read articleBrand awareness research: what to measure and what to do next
Measure what buyers remember without a prompt, what they recognize when shown your brand, and what those answers mean for your next campaign.
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Consumer insights vs market research: which work do you need?
Market research and consumer insight work often overlap. Use a refill project to distinguish collecting evidence, interpreting a pattern and deciding what to change, then commission the contribution your team is missing.
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Market research methodologies: choose the right evidence for the decision
A renewal reminder won't fix a service customers no longer value. A worked example shows when to use interviews, measurement, message testing or an observed renewal experiment.
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Ad testing: make the creative work before you buy reach
A Volvo demonstration and two fictional iced-tea edits show how to connect remembered scenes with brand meaning, then turn the diagnosis into a production change.
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Concept Testing: Methods, Examples and Study Design
Use a modeled protein-drink case and a complete-offer comparison to decide which concept, audience or objection should shape your next investment.
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Pricing research: find the price worth taking to market
Pricing research compares what buyers would choose at different prices with the economics of supplying the offer. Use it to select a price or price range for the next commercial test.
Read articleMessage testing: turn confusion into better copy
A fictional meal planner shows why praise can hide a delivery misunderstanding, and how to revise the headline and first screen around the real service.
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