Market research

Firms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors,...

What consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities...

Marketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer...

And what managers can do to help their international teams succeed.

Companies that introduce sustainable offerings face a frustrating paradox: Most consumers report positive attitudes toward eco-friendly products and services,...

Spoiler: Many people are doing it wrong.

A better way to drive growth and profitability

Seven key elements to look at, according to research.

The field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior...

Companies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of...

Most executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,...

Although reviled in the business press as short-term fads, rewards programs are gaining popularity. Rewards can and do build customer loyalty. Unfortunately,...

Your strategy should be driven by relationship-building - not shiny new tech.

Test marketing should be conducted to provide a dress rehearsal for launching of a new product by a company. Test marketing gives information to improve...

Do highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes...

Recent history is filled with stories of companies and sometimes even entire industries that have made grave strategic errors because of inaccurate industrywide demand forecasts. For example: In 1974, U.S. electric utilities made plans to double generating capacity by the mid-1980s based on forecasts of a 7% annual growth in demand. Such forecasts are crucial […]

Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say...

Takeaways from an analysis of millions of consumer data points.

Even as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little...

And window dressing doesn’t cut it.