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Gen Z: The Generation of Anxiety?

In the “Before Times,” October 24 through November 17, 2019, to be exact, Fountainhead fielded quantitative research among 1,221 people ages 16-22. While that’s not the whole of Gen Z (it’s largely defined to go down to people age 7 or 8), we believe that this upper age range was best equipped to share insights about their habits and their world.

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The Importance of C-Suite Storytelling

Once upon a time…


When you hear those four words, you tend to think of stories. From lullabies, fairy tales and cartoons to books, movies, videos and social media, we as humans are wired to engage with stories. But when was the last time you used a story to present insights? We usually don’t equate insight presentations with storytelling. However, stories are a powerful way of communicating information.

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The Power of Brand Rituals

Recently, we were conducting ethnographies about restaurants. Interviews were in and around Atlanta. Moe’s Southwest Grill came up in a number of discussions. And each person that mentioned it also shouted, in the same tone of voice, “Welcome to Moe’s!” Moe’s signature greeting. Hence, Moe’s has a brand ritual.

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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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Winning Over Gen Z During the Holidays

Gen Z: people ages 3–23 (ish) and they’ve got spending power. Of course, a 7-year-old is not toting $3,000 around to spend on holiday gifting, but a study by CPC Strategy states that Gen Z as a group is planning on spending more this holiday season. While this same study does note that 66 percent of Gen Z is limited to a budget of less than $250, given the size of this generation, it still amounts to a lot of money.

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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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The Stranger Within: How Your Subconscious Affects Brand Choice

Let’s take a quick quiz. If you were to give an initial answer to the two items below, what would it be?

a) 2×2=

b) 17×34=


For item (a), the answer “4” automatically came to mind. But I bet many of you gave up on (b) and thought “too complicated, not worth the time.” Why is this? It’s not that you couldn’t solve (b). It’s that you didn’t want to. You unconsciously solved the 2×2 computation because your memory intuitively recognized it. However, 17×34 required more effort. These differences are referred to as System 1 and System 2 thinking, a process developed by psychologist Daniel Kahneman to help explain how we make decisions:

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