Determining Price: The van Westendorp Price Sensitivity Meter

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Determining the best price for a product or service is a common marketing research question.  I usually start my conversation with a client asking whether their product has all of its features set or if they also need to test a range of features other than price.  If they are testing variable features in addition […]

Does Influence Really Matter?

Author’s Note: This article originally appeared on the AMEX Open Forum blog —  I wrote it to get people to seriously think about authority and influence. I’ve been thinking a lot about influence lately.  It seems that I’m not the only one.  Influence isn’t just for celebrities any more.  Small business has gotten into the game as […]

The Dilemma of Social Media Measurement

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[Editor’s Note: The  following post by Michael Wolfe was originally published by and is syndicated with permission by The GreenBook Blog.] Everyone with any sense of what is going on in the field of marketing right now knows that there is almost a mad frenzy about social media, the likes of which we have seldom seen. In […]