Tag Archives: consumers

Creed Perfume's Desire Problem

Surprising new consumer research results show Creed Perfume’s Spring Flowers has a significant gap in generating an emotional connection through its packaging. The research was conducted by Buyology Inc, which quantitatively measures the deeper emotional connections to brands and packaging.

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TEDGlobal 2012 – Radical Openness

This year’s TED conference in Edinburgh, Scotland was rich and bold like an espresso of ideas. We live in a world that is more open and richer than before in ideas, possibilities, resources and solutions, but with openness comes a loss of control. The “Radical Openness” theme was designed to explore this open landscape that is increasingly fluid, and uncertain, where the way forward may not always be in a straight line. The topics at this year’s conference explored what openness and collaboration mean, how to design for openness and how ideas are created and spread in our ultra-connected world.

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Lancome – Engaging Women Through Exploration

Measuring and understanding the type of relationship buyers have with a brand is powerful information to leverage in innovation. Lancôme has a unique relationship with women compared to competitors such as Estee Lauder, Clinique and Avon. Women define their relationship with Lancôme as one based on exploration, which is differentiating among its cosmetic competitors.

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Google's Zero Moment of Truth – 7 Key Steps

Opening the BMA Unleash conference on Thursday, Jim Lecinski, Managing Director at Google, addressed the work Google is doing on the Zero Moment of Truth (ZMOT) which was covered here last summer based on a Kansas City Business Marketing Association luncheon talk. Lecinski positioned ZMOT as a new marketing thought model, introducing an equally, if not more important, moment of ...

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Watch Out for the Innovation Boogeyman

If you are operating under tight resource constraints (and these days, who isn't?), you may recognize that this is the innovation world you face every day. You desperately want to - need to - innovate, but you are in the dark about emerging technologies, consumer trends, and competitive movements. Optimally, you'd like to throw on the light switch and see clearly into all of those areas, but the costs of market research studies, consumer testing, innovation management software, and outside consultants are beyond your reach.

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