Why Your Neuro-Marketing Might Be 70% Wrong

Why Your Neuro-Marketing Might Be 70% Wrong

Who can resist those flashy brain image scans showing that certain words, colors, images, or brands (or maybe your latest marketing message) magically light up consumers’ brains, presumably making them want to buy? Or, if you’re a cynic, who can resist sharing with colleagues the brain image scan of a dead salmon showing brain activity…

No, Crowdsourcing Hasn’t Replaced Focus Groups

We read the most irritating claim about focus groups several weeks back, which inspired us to begin writing about why it was so wrong. But we realized somebody else could do it better than we could—a true expert on focus groups who built a thriving research business by conducting focus groups (among other qualitative methods)…

What You Lose with Online Concept Tests

What You Lose with Online Concept Tests

Most companies test new product or service ideas with concept tests to evaluate market interest and to refine their ideas. Most of these (like most surveys, nowadays) are conducted online, which offers speed and cost efficiency. But there is a downside. While people are quite adept at reviewing ideas and answering questions in online formats,…