Archive: brand research

Become a thought leader by shaping conversations, sharing unique insights, and driving industry change with a strong, knowledgeable, and influential v...

Discover how Warisara (Cherry) Bergholdt leverages semiotics to unlock brand differentiation, enhance emotional connections, and drive strategic posit...

Discover key consumer trends for 2025 shaped by tech, economic shifts, and societal changes, with predictions grounded in insights and data from 2024.

Explore how inflation impacts consumer behavior, revealing why higher costs sometimes boost perceived value, challenging the simple price-demand relat...

Learn the importance of targeting future customers early. Learn how brands can enhance value while navigating the pressures of immediate revenue in he...

Gain valuable insights into consumer preferences and behaviors with brand tracking. Stay ahead of the competition by monitoring key brand metrics cons...

Discover how to reach a diverse audience of age groups by adopting a holistic marketing approach. Learn how to develop strategies that drive long term...

Stay ahead of the evolving landscape with our brand trackers. Gain valuable insights into consumer behavior and market trends by using the right techn...

Gain insights into the significance of brand awareness and its measurement in marketing. Shape your brand's attributes strategically to drive category...

Overcome the industry-wide struggle of measuring ROI in experiential brand activations through three crucial pillars of testing and discrete norms.

Discover the power of regression-based analysis with Pratt Hetrakul at IIEX APAC. Explore the benefits of the Marketing Mix Model for advertisers.

Discover the disconnect between brand tracker insights and in-market performance and the importance of accurately measuring brand success in volatile ...

Explore the intersection of marketing and the insight sector, and learn how to apply key principles to drive success.

Reevaluate marketing strategies and research approaches by challenging the Ehrenberg Bass Institute's claim on brand differentiation.

Explore the role of behavioral science in defining value and uncovering insights about people's thoughts and feelings towards our brand.

Promote positive societal change and reach a diverse audience by incorporating LGBTQ+ themes in your LATAM marketing strategy.

Discover the power of detailed descriptions in gaining interest, approval, and application from your target audience with expertise in the marketing w...

Uncover the hidden potential of sustainability initiatives for businesses amidst the current economic climate.

Delve into the significance of trust in branding and distinguish between various states - steady, concerning, and crisis. Gain insights on the applica...

Amidst media frenzy, uncertainty surrounds the appropriate response, the duration, and the impact on a brand. Should it endure or adopt an assertive a...

Partner Content

Explore the rise of mocktails and mood-enhancing beverages among brands, including Heineken and Corona. How are brands standing out when following thi...

In the fast-paced world of marketing, understanding human behavior is like holding the key to a treasure trove of brand growth opportunities. As marke...

Part One of this article addressed attention as it relates to the visual processing of marketing communications.  Different kinds of visual attention ...

In our current world of exponential brand choices, it is increasingly important to have a “sticky” customer base who keeps coming back for more. Not o...

Emotion and logic are two fundamental sides of the same coin that all sentient life possesses. We are well versed in both sides in daily human interac...

Editor’s Note: The Audience Impact and Intelligence team at Paramount Advertising consists of researchers, strategists, and analysts charged with work...

Trends reports are fun to produce and entertaining to read. They can be used as thought leadership and can even stimulate innovation. But they often d...

If there are two things that characterize modern Western culture, and American culture in particular, it’s technology and consumerism. There’s no doub...

I have had a number of consulting assignments through the years with a goal of improving a client’s brand tracker.  You know the story…nothing moves a...

When conducting user research, your recruitment screener has a pivotal role to play. In short, it’s your key to finding the best possible participants...

It’s no longer a matter of if a recession will happen but when. And while the very idea of a recession can send a shiver up the spine of brands…

PepsiCo’s brand research on its Frito product.

Weighing in on descriptive vs. non-descriptive logos.

Applying a “Behavior First” approach to purchase intent.

How can we do research that accepts human unpredictability?

Using Zappi Amplify TV to vet and refine a high-impact holiday ad.

A case study focused on an insurance company’s advertising strategy.

Seven busted myths that will lead to better marketing and research.

Why targeting ads should be prioritized over expanding their reach.

Bringing attitudinal and behavioral perspectives together for predictive power.

The importance of your brand being considered good value for money.

Brands are turning to research tech to obtain consumer insights.