nav-phone phone notable-naming actions-everything consumer-king one-size-fits-none everyone-can-innovate good-stuff-buried soul-purpose-positioning brand-stretch new-product-pipeline portfolios-with-purpose voice-of-consumer implication nav-perspective nav-get-in-touch page-arrow-down brand-health brand-stretch2 consumers-complex facebook fountainhead-icon get-in-touch impact implication2 information insight linkedin perspective-01 portfolios-with-purpose2 results soul-purpose-positioning2 twitter voice-of-consumer2 404 ethnography implicit guiding-force
by Fountainhead

The Need for Speed

 

Are insights “on demand” really within reach? Yes, indeed. Should you reach for them? It depends.

 

In marketing research, the common wisdom that has prevailed for decades is that for any initiative, there are inevitable trade-offs among cost, speed and quality. But rapidly evolving technology now offers us a dizzying array of well-priced options for blazingly fast data collection, both qualitative and quantitative. The promise of being able to conduct research that is “cheap,” “fast” and “good” without compromise is finally a reality!

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inClients / Research Methods / Uncategorized
by Fountainhead

Definite Yes or Yes, I Guess? Advances in Conviction Measurement Research

When is a “yes” a certain response and when is it a maybe? Hesitation can be the key to unlocking the difference. As marketers and researchers, it’s critical that we get to the heart of consumers’ true attitudes.

 

We’ve been working with clients to assess the implicit level of certainty consumers have when associating attributes with various stimuli.

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inOpinions / Research Methods / Uncategorized / Voice of the Consumer
by Fountainhead

Concept Optimization for Today’s Marketer: Cost Effective and Fast

Issue: A company that was established in food-based nutritional products was having an internal debate. Would consumers welcome their brand in the realm of dietary supplements, particularly omega-3s? Would current supplement users have a reason to switch brands? And what equity elements should they carry over from their existing lines?

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inResearch Methods / Uncategorized / Voice of the Consumer
by Fountainhead

HBR: “Your Team Is Brainstorming All Wrong,”

Fountainhead: “Nope, We’ve Been Doing It Correctly With Great Results”

 

Trash talking “brainstorming” seems to be quite the thing these days. And we get it. We’ve suffered through endless brainstorm sessions where the moderator didn’t adhere to best practices, so all that resulted was a list of mediocre thoughts and demoralized participants.

 

That’s why we practice what we preach. If you want a productive brainstorming session, please follow these principles.

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inOpinions / Research Methods
by Fountainhead

Neuromarketing: A Flyover

You may hear some buzz about neuromarketing, or “System 1 Thinking,” an emerging approach to marketing research that combines three well-established disciplines of brain science to give a new perspective on human behavior and give insight into nonconscious decision-making:

  • Neuroscience – the study of the human nervous system
  • Behavioral economics – the study of how people make economic decisions
  • Social psychology – the study of how people think and act in the presence of other people
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inClients / News / Research Methods / Uncategorized
by Fountainhead

A Primer on Segmentation Types

Many of our clients ask for a quantitative segmentation to be done on their brand’s target audience. This almost always leads to an interesting discussion regarding types of segmentations. (Here’s where we hope some of you say, “Hey, I didn’t realize there were varying types.”)

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inResearch Methods