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
OUR BLOG
Take part in our perspective.
by Jeane Kropp

Categories That Brought Sexy Back (and you can too!)

Razor blades: Just the thought makes you leap for joy, doesn’t it? Okay, me neither. But Dollar Shave Club had the wisdom to find a way to overcome two consumer pain points while jumping on a burgeoning consumer trend.

 

Pain 1: The increasing difficulty of buying razor blades in-store. Many c-stores have them locked down tighter than Beyoncé’s security. One either has to grab the paper voucher and take that to the counter so the employee can access the vault of blades, or the blades are encased in a plastic box that can only be opened via a magic wand. Note: We understand this has to do with theft protection but for consumers is a big hassle!

Pain 2: Money, money, money. Four cartridges for $25. That’s a lot of cash.

Read More›
inBrand Health / Clients / Design / Opinions / Uncategorized
by Jeane Kropp

Is Your Brand Ready for Micro-moments?

 

I found myself in the drugstore the other day having the following conversation with my 15-year-old daughter:

 

Me:  OK, here are the toothbrushes, just pick one.

Her: (Gets her phone out) I need to see which one’s best.

Me:  You’re researching a toothbrush? (mind you, this is a bristle brush and not an electric model)

Her:  It will only take me a couple of seconds.

Read More›
inUncategorized
by Jeane Kropp

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?

Read More›
inResearch Methods / Uncategorized / Voice of the Consumer
by Jeane Kropp

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.

Read More›
inOpinions / Research Methods
by Jeane Kropp

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
Read More›
inClients / News / Research Methods / Uncategorized
by Jeane Kropp

How Bricks and Mortar Can Combat Amazon

Let’s look at one scary fact: 64 percent of American households have Amazon Prime*

And one scary quote: “I think that effectively you have a company that has conspired with about a million consumers and technology to destroy brands.” -Scott Gallaway, NYU Stern School of Business speaking at L2’s Amazon Clinic

Read More›
inBrand Health / News / Opinions
Engaged Employees
by Jeane Kropp

Engagement and Profitability

Sixty-eight percent (68%!) of employees are not engaged in their work. That’s a huge number and comes from a study released by Gallup in 2016. This means that only 32 percent of employees are indeed engaged, which translates to the majority of people in workplaces feeling a bit lackluster and unmotivated by what they are doing every day.

Read More›
inBrand Health
by Jeane Kropp

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.”)

Read More›
inResearch Methods