A number of years ago, I was brought in by Pillsbury to help them understand their Totino’s Pizza Roll positioning. There was some...

Lysistrata is the comic account of one woman's extraordinary mission to end the Peloponnesian War. Lysistrata convinces the women of...

In a previous article, I spoke about the benefits of doing focus groups on video conference instead of in person. There are a number of...

I am stuck on TV dramas like For All Mankind, Billions, and Mosquito Coast. These are popular, respectable series to watch. But as much...

From Remarks of Senator John F. Kennedy, Indianapolis, Indiana, April 12, 1959 When written in Chinese, the word "crisis" is composed of...

If you want to know which emotional end benefits are most meaningful to the consumer’s connection to your brand, the last thing you want...

People often ask me about the techniques I use and teach to Moderators and Coaches. How did I learn them myself and how did I come up...

Bob Lederer of RFL communications invited me to talk about conducting qualitative research during this chaotic time. As everyone knows,...

After the excitement of the start of the season fades away, winter can feel near endless. Even if you don’t live somewhere with snow and...

A brand story is made up of all that you are and all that you do. From the company’s history, mission, inspiration, goals, products,...

From Forbes Business Council 13. Prioritize The Project Tasks – Dr Sharon Livingston The client talks about the tasks and goals that are...

If you were to read the benefit statements in Part II of this series (e.g. "I am a sexy person because I drive an aerodynamic car") to a...

A vital brand has a "relationship" with loyal users not unlike a healthy relationship between two people. People maintain ongoing...

We hope all of our clients recognize that people buy benefits rather than features. For example, -Time release products are purchased...

“Your Customers Make the Best Casting Consultants” Believability: In the last post, we talked about the importance of Likability in...

“Your Customers Make the Best Casting Consultants” Research has shown that the most convincing protagonists in ads not only deliver the...

People get very confused by the term Emotional Marketing and I’m here right now to clear it up. This is an often-used definition that is...

As I was thinking about the importance of asking the right questions in brand research, a post on the historical New Coke marketing...

How to Identify Your Brand Essence Think of your Brands Essence as the heart and soul of your product or service. Your Brand Essence is...

Do your homework to make sure your branding efforts are successful. How do you stack up against your competitors?. What makes you stand...