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Dana Stanley
Greenbook’s Chief Revenue Officer
Archive: brand building
Research Methodologies
It Might Not Be Rocket Science but It’s Still Just as Good
Overcome the image problem of market research and delve into its potential. Explore the benefits that go beyond its name and challenge marketers' perc...
Sam Salama
Associate Director at Basis
Behavioral Insights Academy
Beyond Price: The Currencies That Truly Drive Consumer Behavior
Explore the complex world of consumer behavior. Learn how time, social, physical, and emotional currencies influence purchasing decisions on our websi...
Hunter Thurman
President at Alpha-Diver
Gain & Retain®
What’s Wrong With Your Brand Tracker
Discover the disconnect between brand tracker insights and in-market performance and the importance of accurately measuring brand success in volatile ...
Ken Roberts
Chief Innovation Officer at Forethought
Mastering Insights Communications
Marketing Applied Part One: Why We’re Obsessed with Brand Awareness
Explore the intersection of marketing and the insight sector, and learn how to apply key principles to drive success.
Iosetta Santini
Account Director at Keen as Mustard Marketing
Behavioral Insights Academy
Increase Market Value by Building Brand Attachment, Not Loyalty
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...
William Leach
Founder / Mindstate Group at Mindstate Group
Gain & Retain®
Can’t keep my eyes off you: ATTENTION! Part One
In the past couple of years, bursting onto the marketers’ pop charts has been visual attention as it relates to audience measurement and more generall...
Ken Roberts
Chief Innovation Officer at Forethought
Research Technology (ResTech)
Trust: Living in a Digital World with a Stone Age Brain
Trust is indispensable to brands. It takes years to build, but seconds to lose. Regaining trust once it’s lost is difficult, especially given that the...
Martin Oxley
European Director at buzzback
Insights Industry News
Interview with Rick Mochulsky and Melissa Harrington of Liquid Death
Editor’s note: Liquid Death … what a disruption to the bottled water category! After seeing it for the first time, I did some research into the brand’...
Karen Lynch
Head of Content at Greenbook
Behavioral Insights Academy
Why Motivational Psychology is the Secret to Elite Brand Advertising and Growth
Identifying the core human motivation driving your category is critical for elite brand marketing because it allows insights professionals to help the...
William Leach
Founder / Mindstate Group at Mindstate Group
Behavioral Insights Academy
The Most Important Lesson from Narrative Psychology and What it Means for Elite Branding
Narrative psychology is a field of study that focuses on how customers make sense of their experiences and the world around them through stories and n...
William Leach
Founder / Mindstate Group at Mindstate Group
LevelUP Your Research
How to Estimate a Brand’s Cumulative Penetration by Analytics
The measures from a survey I trust the most relate to market share. However, sometimes you need to know what percent of consumers engaged in a particu...
Joel Rubinson
President at Rubinson Partners Inc
Gain & Retain®
It’s Supposed to be a Pipe Not a Funnel!
Why do top of the funnel insights measures such as brand health not perfectly translate into actual brand choice at the bottom of the funnel? If it d...
Ken Roberts
Chief Innovation Officer at Forethought