Versta Research Post

Seeing Red, Consumers Pay More (or Less)

“Mere color, unspoiled by meaning, and unallied with definite form, can speak to the soul in a thousand different ways,” wrote Oscar Wilde in The Critic as Artist. That’s just the problem for market research and consumer behavior.  Few design aspects of products, packages, brands, logos, advertising, and environments are more subjective than color.  Which…

Versta Research Post

Research Should Focus on Your Customers, Not on Your Products

An article in the most recent issue of the Harvard Business Review (“Rethinking Marketing”) argues that marketing is shifting from being product-centric to being customer-centric.  The old method was to develop a portfolio of products, build a team around each product, find the customers who need that product and market it to them.  The emerging…