Carmex, an 80 year-old All-American brand, used a Persuadable Research AA&U study as the impetus for creating a new lip care product, one that ended up generating new sales and winning Product of the Year for the venerable brand.
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admin / January 25, 2017
Why do consumers make the decisions they do?
The Persuadable Research Book Giveaway makes its debut for 2017! We will choose 10 lucky marketers to receive a FREE copy of The Undoing Project by New York Times best-selling author Michael Lewis. In The Undoing Project, Lewis explores the workings of the human mind. He uses the friendship of Daniel Kahneman and Amos Tversky as
admin / January 6, 2017
Reviving a Brand’s Heritage
A hand & body lotion client wanted to lay out a long-term strategy to ascertain where and how to grow the brand. The brand had a strong heritage. Is that heritage still relevant? Can that heritage be leveraged further?
Persuadable Research studied the brand and its challenges, and developed a plan to map the market to determine the brand’s positioning in the competitive landscape.
admin / December 6, 2016
Online Focus Groups: Bulletin Boards or Real Time
Online focus groups provide a couple of unique twists on the original qualitative approach. In a relaxed, anonymous, online environment, focus group participants generally feel at ease. Compared with traditional focus groups, participants are freer to discuss more sensitive topics and offer candid opinions. Participating from their own homes or offices, respondents are not intimidated
admin / November 10, 2016
Quantifying the Impact of Advertising
What if you’re already the market leader? CHALLENGES The client’s brand was a market leader with good name recognition, despite the fact that the brand had never advertised before. They wanted to experiment with advertising in local markets to understand the impact of advertising on the brand. The key questions: How would advertising impact
admin / October 20, 2016
Exclusive Interview with Provisor Marketing, Part 1
Kate Jones and Julie McPeek are consumer and brand marketing specialists, having spent a collective 30+ years at Procter & Gamble, including five years guiding new business development, before leaving P&G to start their own firm: Provisor Marketing, LLC. In an exclusive interview, they share their insights on consumer research and brand marketing.
admin / October 19, 2016
Exclusive Interview with Provisor Marketing, Part 2
Kate Jones and Julie McPeek are consumer and brand marketing specialists, having spent a collective 30+ years at Procter & Gamble, including five years guiding new business development, before leaving P&G to start their own firm: Provisor Marketing, LLC. In part 2 of our exclusive interview, they discuss and challenges and rewards of conducting consumer research.
admin / September 21, 2016
Tools of the Trade for Consumer Research
Every craft has its tools of the trade. Chefs have knives. Carpenters have chisels. Surgeons have scalpels. Twitter posters have thumbs. The field of consumer research is no different. There is an array of tools marketers use to uncover consumer insights: everything from one-on-one, man-on-the-street interviews to massive Quant studies. No single approach is right
admin / July 21, 2016
Marketing Directors Are Like NASA Scientists
Plan, Prepare, Pay… Then Pray It might not seem so, but as a marketing director, you are like a NASA scientist. Both you and they plan years in advance and spend lots of money to launch new products – sometimes into the known, sometimes into the great unknown. NASA’s current Juno space probe is an
admin / May 20, 2016
Are You Buying This?
J.J. Robertson was a top Los Angeles advertising Account Planning Director. Intensely curious, her research helped agencies win 13 major accounts and garner three Effies. She earned a reputation as the “Brain Sucker” and became a regular speaker at events. The industry loved her. She was flying high. Then she quit her job. To write a book. That’s when Persuadable Research got involved.