Business Insights
Data Analytics Entrepreneurship Finance & Accounting Innovation Marketing Operations Organizations Strategy
![First impressions of groups matter](/imager/clientcontent/167775/group-first-impressions_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/167775/group-first-impressions_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/167775/group-first-impressions_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
September 10, 2019
First Impressions Matter for Groups, Too
Labeling something or someone as “first” can have a dramatic effect on our perceptions of those who follow.
Janina Steinmetz, Rima Touré-Tillery and Ayelet Fishbach
![Digital advertising scientists study an online shopper.](/imager/clientcontent/168262/digital-advertising2_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/168262/digital-advertising2_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/168262/digital-advertising2_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
September 5, 2019
Is Your Digital-Advertising Strategy Paying Off?
Brands are demanding evidence that campaigns are working. Here’s what they should be asking.
Brett Gordon
![Interactive data visualization tools can help people make more rational decisions when facing a large number of options.](/imager/clientcontent/165321/FranconeriLottery_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/165321/FranconeriLottery_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/165321/FranconeriLottery_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
September 3, 2019
Too Many Options? Here’s a Data Visualization Technique That Can Lead to Better Decisions.
It’s a surprisingly simple way to thwart our irrational impulses.
Evanthia Dimara, Gilles Bailly, Anastasia Bezerianos and Steven Franconeri
![Consumer trust influences a savvy customer's purchasing decisions in the supermarket.](/imager/clientcontent/35331/GraysonTrustMarketing_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/35331/GraysonTrustMarketing_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/35331/GraysonTrustMarketing_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
August 6, 2019
Take 5: What You May Not Know about Advertising
Research reveals how ads can affect shopping behavior, elections, and even our health.
Brett Gordon, Kent Grayson, Jörg L. Spenkuch and Amanda Starc
![Anger helps a consumer make a decision](/imager/clientcontent/133935/consumer-anger_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133935/consumer-anger_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133935/consumer-anger_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
August 1, 2019
How Anger Can Help Us Make Better Decisions
Yes, you read that right: Sometimes being mad helps you focus on what you want.
Uzma Kahn, Alex DePaoli and Michal Maimaran
![Data makes up a woman's profile](/imager/clientcontent/133799/CutlerGoldberg_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133799/CutlerGoldberg_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133799/CutlerGoldberg_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
July 1, 2019
We’re at a Data Privacy Crossroads. Where Do We Go From Here?
What individuals, regulators, and companies need to consider as we live more of our lives online.
Jennifer Cutler and Samuel Goldberg
![A woman must use self-control in deciding what to eat.](/imager/clientcontent/8044/middle_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/8044/middle_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/8044/middle_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
June 4, 2019
Take 5: The Psychology of Healthy Eating
Opting for a salad instead of a steak can be hard. Research from Kellogg can help.
Alexander Chernev, Rima Touré-Tillery, Michal Maimaran, Yuval Salant, David A. Matsa and Nancy Qian
![Product packages await their brand names.](/imager/clientcontent/133590/EarleBrandNames_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133590/EarleBrandNames_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133590/EarleBrandNames_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
June 3, 2019
How to Create a Brand Name That Works
Tide. Peloton. I Can’t Believe It’s Not Butter. The best names share four traits, according to an excerpt from Kellogg on Branding in a Hyperconnected World.
Paul Earle Jr.
![](/imager/clientcontent/133518/Kellogg_Complex_Thybout_Animation_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133518/Kellogg_Complex_Thybout_Animation_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133518/Kellogg_Complex_Thybout_Animation_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
May 7, 2019
The Dos and Don’ts of Repositioning Your Brand
This “strategy of last resort” should not be undertaken lightly. An excerpt from Kellogg on Branding in a Hyper-Connected World.
Alice M. Tybout
![A toddler wants carrots instead of crackers.](/imager/clientcontent/133458/kids-choice_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133458/kids-choice_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133458/kids-choice_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
May 3, 2019
Want Your Kids to Eat More Healthy Food? Offer Them Less.
Here’s a counterintuitive way to make carrots more “yummy.”
Michal Maimaran and Yuval Salant
![One shopper stands in front of an image of a flat meadow, while another shopper looks at an image of a mountain.](/imager/clientcontent/133456/AtaElevation_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133456/AtaElevation_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133456/AtaElevation_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
May 2, 2019
A Surprisingly Simple Way to Encourage Customers to Take a Risk
How certain kinds of visuals can inspire people to be more adventurous.
Ata Jami
![Customer Research in all seasons.](/imager/clientcontent/133453/HennessySeasons_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133453/HennessySeasons_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133453/HennessySeasons_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
May 1, 2019
5 Ways to Know Your Customer Better Than Your Competitors Do
For starters, get out of the office and find your end users.
Julie Hennessy and Jim Lecinski
![Moviegoer looking at ipad in Times Square.](/imager/clientcontent/133332/Transmedia_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133332/Transmedia_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133332/Transmedia_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
April 5, 2019
What You Need to Know about the Newest Frontier of Brand Storytelling
An excerpt from Kellogg on Branding in a Hyper-Connected World explores the power of a “transmedia” approach.
Mohanbir S. Sawhney
![An interaction is seen through a police dashboard camera and a police body camera.](/imager/clientcontent/133311/Kellogg_Complex_Roese_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133311/Kellogg_Complex_Roese_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133311/Kellogg_Complex_Roese_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
April 4, 2019
Do Police Body Cameras Provide an Impartial Version of Events?
New research reveals that people assign blame differently after viewing body cam versus dash cam footage.
Broderick Turner, Eugene Caruso, Mike Dilich and Neal J. Roese
![Post-it notes on a design thinking whiteboard](/imager/clientcontent/133172/coke_final_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133172/coke_final_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133172/coke_final_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 12, 2019
Good Brand Design Appeals to Consumers on an Unconscious Level
An excerpt from “Kellogg on Branding in a Hyper-Connected World” uses an iconic brand—Coca-Cola—to illustrate the power of design thinking.
Bobby J. Calder
![A team of employees paints a mural.](/imager/clientcontent/133127/SAP-Brand-Strategy_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133127/SAP-Brand-Strategy_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133127/SAP-Brand-Strategy_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 6, 2019
How Tech Giant SAP Built Its Brand with Help from Employee Stories
A conversation with CMO Alicia Tillman.
Eric Leininger and Alicia Tillman
![An artificial hand reaches out to a human hand.](/imager/clientcontent/133059/IBM-Watson_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133059/IBM-Watson_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133059/IBM-Watson_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 4, 2019
How to Build Artificial Intelligence that Everyone Can Trust
Experts from IBM Watson and Kellogg discuss how to remove bias and increase transparency in machine-learning algorithms.
Florian Zettelmeyer and Inhi Cho Suh
![A woman on a street talks through a large megaphone.](/imager/clientcontent/133023/ruckerpersuasion_ed70ba7fff77c9fd60c2624db9acdf1d.jpg 600w, /imager/clientcontent/133023/ruckerpersuasion_9c164550f17b68a3a905c55008f1b636.jpg 300w, /imager/clientcontent/133023/ruckerpersuasion_2ea97daf9584eb0a9356116bfb5b61d0.jpg 25w)
March 1, 2019
How (Not) to Change Someone’s Mind
Psychologists have found two persuasion tactics that work. But put them together and the magic is lost.
Rhia Catapano, Zakary Tormala and Derek D. Rucker
![A wine expert guides a consumer in a shopping cart through a river of wine, to a particular group of bottles.](/imager/clientcontent/132850/CarpenterWine_f71192d80a48f68ea405a127bd581436.jpg 600w, /imager/clientcontent/132850/CarpenterWine_040cc10bb2da3075252159165eeef985.jpg 300w, /imager/clientcontent/132850/CarpenterWine_25a063cebf8b712aa1e9bccb52f7068f.jpg 25w)
February 1, 2019
Should You Ignore What Your Customers Want? The Great Winemakers Do.
Rather than follow consumer taste, they push it in a new direction.
Ashlee Humphreys and Gregory Carpenter
![Man wearing luxury-brand clothes walks with a cold wind behind him, chilling three people he passes.](/imager/clientcontent/132688/rucker-luxurycold_24f3b3fdb25526bc3e383ecdf8b5e093.jpg 600w, /imager/clientcontent/132688/rucker-luxurycold_0f2231531a1e3291d612a9cc9a7aa9fd.jpg 300w, /imager/clientcontent/132688/rucker-luxurycold_ec93c1c5e9c97a9fae1a593222ca97ef.jpg 25w)
January 2, 2019
Why We Can’t All Get Away with Wearing Designer Clothes
In certain professions, luxury goods can send the wrong signal.
Christopher Cannon and Derek D. Rucker
Add Insight to your inbox.
This website uses cookies and similar technologies to analyze and optimize site usage. By continuing to use our websites, you consent to this. For more information, please read our Privacy Statement.
![](/content/uploads/InsightfulLeader_LogoOnly.png)
The Insightful Leader
July 22, 2024 · 49:33 minutes
July 15, 2024 · 26:04 minutes