Having just returned from giving a presentation at the Advertising Research Foundation’s annual conference, Re:Think 2015, I learned that ARF’s “Ground Truth #2” is that brands are built in the brain. As such, the ARF has invested a good deal of time and money over the last decade exploring ways that neuroscience can be applied…
Every year I peruse the listings of summer college training courses on research methods. Part of it is nostalgia—I loved school. But I’m also looking for courses that will keep me and our Versta employees at the forefront of new knowledge and research techniques. (I didn’t learn R in graduate school, so yes, I took…
One of the cardinal sins of market research is to misrepresent the purpose of research and how it will be used. The colorful terms used for two of the most common forms for misrepresentation are SUGGING and FRUGGING. The first of these stands for Selling Under the Guise of research. The nefarious “research” firm calls…
I’m working on a presentation with a research colleague at Wells Fargo for the upcoming ARF (Advertising Research Foundation) Re:Think 2015 conference. The challenge? Getting it streamlined and condensed so that we can deliver the whole thing within a strict timeframe. All the research, all the insights, all the business outcomes from a huge national…