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person checking phone for online reviews
December 1, 2021

The Internet Is Awash in Positive Product Ratings. Here’s How to Decipher the Good from the Great.

Forget stars and numeric ratings: a review’s language offers better clues to a product’s quality and likely success.

person with money deciding which box to put it in.
November 23, 2021

How You Can Make a More Positive Social Impact

A 3-step guide to becoming a more thoughtful consumer and donor.

Political advertisements on television next to polling place
November 1, 2021

How Much Do Campaign Ads Matter?

Tone is key, according to new research, which found that a change in TV ad strategy could have altered the results of the 2000 presidential election.

October 22, 2021

Is It Time to Raise Your Prices?

4 things for brands to consider as inflation provides more opportunities for growth.

woman chooses organic lettuce in grocery
October 4, 2021

Yes, Consumers Care if Your Product Is Ethical

New research shows that morality matters—but it’s in the eye of the beholder.

executive with devil horns presenting creative brief
September 29, 2021

7 Sins of the Creative Brief

Why having a bad creative brief—or no brief at all—can sink an advertising campaign.

person looks at data visualization on screens
September 15, 2021

See an Exciting Trend in That Chart? Proceed with Caution.

Some data-visualization techniques lead us to assume causality where it doesn’t exist.

a woman stands with her eyes closed in a forest clearing
September 7, 2021

How to Turn Your Pandemic Regrets into a Force for Good

Ruminating on all the things you didn’t accomplish? An expert on the psychology of regret explains why you should give yourself some grace.

Man at desktop computer with virtual hand reaching out to greet him
September 3, 2021

Marketers: Stop Dragging Your Feet and Start Using AI

Speed is a competitive advantage. A coauthor of the new book “The AI Marketing Canvas” explains why—and how—to get started.

four people wine tasting one takes notes
September 1, 2021

Expertise Can Be a Buzzkill

Becoming a subject-matter expert could dim your passion for the things you love.

customer at cannabis dispensary looks at product selection
August 4, 2021

Cannabis Now Comes in Coffee Pods and Peppermints. How Has That Changed Consumer Perceptions?

The answer has implications for both cannabis companies and policymakers.

Woman shoots arrow
July 16, 2021

3 Mistakes Brands Make When Targeting Customers

How to avoid common pitfalls like the “popular kid target” and other advice from the authors of the forthcoming book, The Creative Brief Blueprint.

man in store aisle compares eco-friendly product with conventional product.
July 1, 2021

Are Customers Skeptical of Eco-friendly Products?

New research pushes back on the idea that consumers reflexively distrust the performance of these products.

researchers watch woman shopping
May 3, 2021

When It Comes to Investing in Product Innovation, Large CPG Companies Could Learn a Lot from Their Smaller Competitors

New research suggests that, instead of aiming for big breakthroughs, large companies should focus on incremental but meaningful improvements.

family ignores TV ads
March 1, 2021

TV Advertising Is Usually Not Worth It

Companies spend vast sums on commercials, but it’s been difficult to gauge their effectiveness. A new study offers a more reliable method—and some bad news for many brands.

Repairmen remove film projector install digital projector
February 24, 2021

How Has Digital Film Changed the Moviegoing Experience?

In a world where movie theaters went digital … consumers got more options.

Person skydives from prop plane
February 4, 2021

When Do People Take Huge Risks?

As a species, we’re cautious … except when the stakes are life-altering.

Waiter brings package to homebound customer
January 20, 2021

COVID Has Forever Changed the Customer Experience

Here’s how companies can continue to adapt.

consumer behavior researchers observe shopper
January 11, 2021

How to Convince People the Virus Is Scary, and Other Lessons from Consumer Research

Researchers are rushing to make sense of the current moment. We spoke with the editor of a leading journal about what her colleagues are up to.

person in new sneakers plants tree
January 4, 2021

A Surprising Benefit of Feeling Ownership over Your Possessions

Owning things can boost our self-esteem. And that, in turn, can make us want to help others.

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The Insightful Leader

April 26, 2024  ·  13:19 minutes