Is Your Brand Strategy a Game Changer?

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From market disruption to mergers and acquisitions, pharmaceutical brand teams are facing game changing challenges in today’s competitive landscape. Your brand is either in a physician’s prescribing decision loop, or not. Having a solid go-to-market plan, one that is informed by decision intelligence is now more important than ever. Too many times we’ve seen a […]

Case Study: Do Cheap Swiss Watches Affect Attitudes Toward Rolex?

Branding Issues Brand managers for luxury brands such as Rolex often find themselves in tricky positions. When the C-Suite of a company decides that they want to expand their consumer base by offering cheaper versions of their flagship luxury products, it carries a huge branding risk. A brand manager is immediately tasked with maintaining the […]

From Market Researcher to Customer Experience Leader

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To start 2015, we are featuring some “Lost Gems” from 2014 — some great posts that deserved to get wider notice than they did the first time out. A vice president of market research for a financial firm shared a case study last week at the Marketing Research Association’s Corporate Researchers Conference about the steps he […]

Marketing to Lapsed Customers to Prompt Repeat Business

Marketing lapsed customers

Though brand switchers are often the target of sales, I find that the biggest boost can come from brand loyals. What are ways to bring back customers whose interest has waned? As part of a project with a medical supplies company, I took aim at just that group. At the time of the study, the […]

An Experiment to Improve Email Click-Through Rates

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On November 12, the analysts at Marketing Experiments presented results from a recent experiment that showed it was possible to improve click-through rates by leveraging design changes to the outbound email. The product under consideration was a home music system. The control featured a soft approach which downplayed the product and showed a happy and […]

After Its Initial Success, Agile Research Spread Throughout the Company

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Rachelle Petusky of Cox Automotive and Colleen Harris of MarketVision Research shared their experiences with agile market research at the Marketing Research Association’s Corporate Researcher Conference in Chicago this week. When AutoTrader’s development team said that they needed continuous research to inform their agile software development process, the Cox consumer insights team wasn’t initially sure how […]

The Positive Effect of Negativity: The Coca-Cola Super Bowl Ad

"America Is Beautiful" Coca-Cola ad

One could argue that any PR is good PR, however we don’t think we were the only ones thinking that Coca-Cola did NOT see it coming on February 3rd – the day after the Super Bowl. We kept thinking that the brand is damaged, that sales would be affected negatively, and that some heads would […]

To Increase Leads, See Your Offer Through Your Customers’ Eyes

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In a recent webinar, Marketing Experiments once again opened their vault of test-and-learn scenarios and brought out an excellent example of how content can be structured to increase lead conversion. The test case in this presentation was a B2B company selling thermal image cameras. The goal was simple…increase the number of leads. The test design […]

Using an Insight Community to Unleash the Horsepower of an Engaged Fan

NASCAR insights community

On August 5, 2014, you could hear the sound of the engines and feel the air moving around the track as the cars passed by. NASCAR has a long and storied history of reaching out to and cultivating a near religious experience with its fans. It has translated those efforts into one of the most […]

BLS Uses Meta-Feedback to Hone Its Surveys

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Think about the last time you wanted to look up a statistic, apply for a new passport, or had a tax question. The federal government provides vital services to the citizens via the Internet, and with the use of a website your questions can be answered in a matter of seconds. Naturally, the usability of […]