Top 10 Marketing Trends for 2015

marketing trends for 2015

For the past 30 years, Brand Keys, a brand loyalty and customer engagement research consultancy, has conducted a year-end examination of our validated loyalty and engagement metrics, collected from over 100,000 consumers who participated in one of the predictive surveys we conduct each year. This retrospective – subsuming more than 150 B2B and B2C categories […]

Too Bad Social Media Brand Research Lies…

social media likes

In many ways, the ever-expanding world of social media has been a market researcher’s dream – there are now tens of millions of willing subjects spending billions of hours telling us what they like and don’t like, and why. They share these thoughts — for free, no less! — in ways that marketers can quickly […]

Digital Qual Activities that Explore ‘Brand’ as a Relationship

leading brands

Prophet’s David Aaker, who has dedicated his career to understanding the phenomenon of brands, stated, “Brand is typically the most important driver of customer purchase in both B2C and B2B.” Going with Aaker’s argument, it follows that the first step at assessing brand as a driver of purchase is to come to an agreement on what […]

The HUMAN Brand

The Human Brand book cover

When Domino’s Pizza launched a new pizza recipe in late 2009, CEO Patrick Doyle took the unusual step of appearing in TV commercials to offer his humble apologies that Domino’s old recipe hadn’t been very good. In the first quarter of 2010, Doyle’s heartfelt requests for a second chance from his customers earned Domino’s the […]

Do Emotions in Advertising Drive Sales?

TV watcher laughing

At the 2013 ESOMAR Annual Congress in Istanbul, Nick Langeveld and Rana El Kaliouby of Affectiva discussed their research with Mars into using facial coding to understand the relation between emotional ads and sales effectiveness. “Good ads solicit strong emotion: happiness, surprise, even crying a little,” said Nick. “But does that emotion translate into a […]

Benchmarking Emotional Reactions to Concept Tests

emotional reaction

Yesterday, Josh Kamowitz and Brent Snider of BrainJuicer presented a webinar, “Love at First Test: Why Feelings Matter When Optimizing Concepts.” Traditionally, concept tests have focused on measuring consumers’ rational reactions to product concepts. First, a concept for a product, service, or ad is described, expressing an overall consumer insight, describing benefits and RTBs (Reasons […]