Qualitative Research in China

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Packaging Market Research: The Last 10 Seconds of Marketing

Packaging is often the most important and most overlooked aspect of marketing.

Hidden Champions Marketing Strategy and Niche Marketing

Hidden Champions are companies that are relatively unknown to the public but that have enviable performance.

Building Emotional Connections in Cosmetics

Discover how Beauty Marketers can use Emotional Branding to build stronger brands and better Cosmetics products.

Using Brand Positioning & Perceptual Maps for Competitive Advantage

Brand Positioning and Perceptual Maps allow marketers to guide the development of their brands.

Return on Investment in Market Research

Discover how you can boost your Return on Investment on Market Research and Strategy Consulting.

Marketing “Blue”, not Green Products

The Blue movement focuses on helping the environment with daily small activities that benefit the environment and that add to an individual’s well-being.

Luxury Car Buyer Market Research

Learn more about Luxury Car Buyer Market Research.

Book Review: “Hey Whipple Squeeze This”

As part of our series of marketing-related books, we have reviewed Luke Sullivan’s book “Hey Whipple Squeeze This.” While focused on advertising, the book delves into solving problems and understanding consumers. Likewise, it can be applied to other areas of marketing services. We have structured this review on interesting concepts on which the author focused.

Brainstorming
Sullivan asserts the value in posing the problem as a question. One of our favorite quotes in the book was when Sullivan stated, “A problem well-stated is a problem half-solved.” By focusing on the question, people can facilitate the brainstorming process.

Book Review: “Truth, Lies & Advertising”

As part of our series of marketing book reviews, we have recently reviewed Jon Steel’s “Truth, Lies and Advertising: the Art of Account Planning.” While focused on advertising, the book’s content can feasibly be applied to other branches of marketing services. In particular, we were eager to read its perspective on market research in Advertising campaigns.

Steel’s goal is to propose a new model of advertising based on the complexity of people and their emotions. The model incorporates a partnership of stakeholders in an advertising campaign:

client’s business perspective
agency’s creative perspective
opinions and prejudices of the people at whom advertising is aimed; In other words, the consumer needs to be probed for insecurities, motivations, habits, prejudices

Luxury Perfume Market Research

The fragrance industry worldwide rolls to the beat of its own drum in terms of marketing and consumer purchases.

Thin-Slicing in Marketing: Book Review of “Blink”

We reviewed a few chapters in Malcolm Gladwell’s best-seller “Blink”. Why? Thin Slicing reveals insights into human behavior.

Book Review: “The Culture Code”

As part of our series of marketing-related books, we have reviewed Clotaire Rappaille’s book “The Culture Code.” In marketing research, Rappaille is known for his style and unique theories on human behavior. He is known for his rejection of the traditional focus group; instead he proposes a 3-hour focus group in which he does unstructured probing of obscure questions to elicit deeply rooted emotions and attitudes. In the book, he talks about how a culture has a code for every concept, and that it is the job of marketers to decode those meanings.

Rapaille lays out 5 central principles that belie his marketing research approach.

Branding

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