Archive: market research

Discover the origins of the teenager concept and its impact on consumer culture. Explore how historical events shaped today's youth market and spendin...

Learn key principles of content design that enable researchers to distill insights into assets, fostering stakeholder influence and sustainable busine...

Explore tracker best practices for survey research, covering question framing, sample source, demographics balancing, cadence, key metrics, and margin...

Discover how AI is revolutionizing market research. Explore the impact on qualitative moderators' roles and the importance of human touch in research.

The rules of “improv” are surprisingly relevant in the discipline of market research. Though the two are very different in nature and skills required,...

Discover must-reads for consumer insights and market research professionals in this curated list of articles filled with practical insights and emergi...

Explore why Virtual Reality is seen as a failure by the general public and the potential it could hold as a tool for market research analysis.

Explore the often overlooked aspect of DE&I: including people with disabilities in market research. Dive into the significance of their participation,...

Editor’s Note: The following interview features a Greenbook Future List honoree, Israel Coleman. The Greenbook Future List recognizes leadership, prof...

Editor’s Note: The following interview features a Greenbook Future List honoree, Jillian Ney. The Greenbook Future List recognizes leadership, profess...

Editor’s Note: The following interview features a Greenbook Future List honoree, Sathyaraj Asaithambi. The Greenbook Future List recognizes leadership...

Discover new ways to unlocking different forms of insight with chief data officer, Sarah DaVanzo, and see how organizations can better develop their s...

Editor’s Note: The following interview features a Greenbook Future List honoree, Zach Hebert. The Greenbook Future List recognizes leadership, profess...

Explore the cultural shift in how Gen Z views respect as compared to their parents’ generation. Learn the five factors that may have contributed to th...

Editor’s Note: The following interview features a Greenbook Future List honoree, Brian Peterson. The Greenbook Future List recognizes leadership, prof...

Editor’s Note: The following interview features a Greenbook Future List honoree, Catherine Gauthier. The Greenbook Future List recognizes leadership, ...

Editor’s Note: In the fall of 2022, GreenBook’s IIEX Health event took place in Philadelphia, bringing both useful and inspiration content to insights...

Editor’s Note: The following interview features a Greenbook Future List honoree, Erin Sowell. The Greenbook Future List recognizes leadership, profess...

Firstly, here is a quick thumbnail of Part One and Part Two. Part One was about attention as it related to the human processing of marketing communica...

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Editor’s Note: The following interview features a Greenbook Future List honoree, Marguerite Steyn. The Greenbook Future List recognizes leadership, pr...

Editor’s Note: The following interview features a Greenbook Future List honoree, Nathania Christy. The Greenbook Future List recognizes leadership, pr...

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

Editor’s Note: The following interview features a Greenbook Future List honoree, Natalia Infante Caylor. The Greenbook Future List recognizes leadersh...

Have you watched Apple TV+’s Ted Lasso series? It has struck a chord on both sides of the Atlantic, enjoying a level of success few would have anticip...

As I’ve reached the biblical three score and ten years of age, I’ve gained increasing appreciation for the old saying that history doesn’t repeat itse...

I recently returned from the IIEX conference in Austin – and, wow – what a great experience for a few days. Only in Austin – and, yes, Austin can be…

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

Celebrating 10 years of professional market research collaboration, GreenBook hosted its annual IIEX North America Insights Innovation Exchange last w...

The first gig economy can be dated back to 1995 with the creation of Craigslist in the USA. It wasn’t until recent years that this innovation exploded...

Broadly speaking, marketing research studies fall into two classes…descriptive and predictive.  Descriptive research includes things like segmentation...

Editor’s Note: The following interview features a Greenbook Future List honoree, Kayte Hamilton. The Greenbook Future List recognizes leadership, prof...

Editor’s Note: We (Lenny Murphy and I) recently discussed the 2023 GRIT Insights Practice report as a kick off to our 2023 GRIT Forum. This most recen...

Editor’s Note: The following interview features a Greenbook Future List honoree, Esi Akaltun. The Greenbook Future List recognizes leadership, profess...

Editor’s Note: The following interview features a Greenbook Future List honoree, Danielle Rissmeyer. The Greenbook Future List recognizes leadership, ...

Editor’s Note: When reviewing this article, I was reminded of new data from the most recent GRIT report that highlights a critical fact: Reputation is...

Last month, we discussed how you can develop an innovation strategy from using the Lean Canvas and how market researchers can use this to develop an i...

Time immemorial, the creative fraternity has been espousing the benefits of incorporating emotion into marketing communications.  Perhaps it can be tr...

Editor’s Note: The following interview features a Greenbook Future List honoree, Antje Venjakob. The Greenbook Future List recognizes leadership, prof...

Standard Deviation 101 When it comes to aggregating market research, many of us are fairly familiar with mean, median, and mode. However, one lever de...

Editor’s Note: The following interview features a Greenbook Future List Honoree, Ben Lundin. The Greenbook Future List recognizes leadership, professi...

People don’t always say what they think. If you want to better understand people, better predict behavior, and tell the story in the data in a compell...