Long Sleep the King

By Daryl Travis | Posted: March 03, 2013

When Burger King dethroned their creepy plastic-headed mascot last summer, nary a tear was shed throughout the realm. Females cheered, moms rejoiced and marketers wondered, “What took them so long?” More >

Posted in 3G Capital, Burger King, consumer behavior, consumer needs, Crispin Porter + Bogusky, emotional research, fast food, franchise, market research, mind of the customer

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Shopping For Insights?

By Suzanne Cheves | Posted: July 01, 2011

Brandtrust Partner Suzanne Cheves weighs in on Shopping Inquiry, Brandtrust’s shopper marketing capability, and the need to marry in-store observations with an understanding of consumers’ underlying emotional dynamics. More >

Posted in consumer behavior, emotion, insight, mental models, research methods, Shopping Inquiry, social sciences

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Segmentation First Aid

By Daryl Travis | Posted: November 05, 2012

Brandtrust CEO Daryl Travis diagnoses the problems with traditional consumer segmentations and offers an alternate approach based on human universals. More >

Posted in consumer behavior, consumer research, emotional brain, emotional motivations, human universal, segmentation

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Situations Matter

By Leigh Pollock | Posted: July 05, 2012

Leigh Pollock examines her own situations and behavior after reading and reviewing Sam Sommers' book Situations Matter: Understanding How Context Transforms Your World... More >

Posted in consumer behavior, decision making, Sam Sommers, self-perception

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The Peak Customer Experience

By Daryl Travis | Posted: July 02, 2012

Customer loyalty and advocacy are the fruits of providing a great customer experience. But in order to shape a successful customer journey to loyalty, we must not only understand what customers are responding to, but why they are responding to it. Brandtrust CEO, Daryl Travis, explains how to shape the customer experience... More >

Posted in consumer behavior, customer experience, daniel kahneman, emotion, memory

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The Nature of Responsibility

By Kristen Bishop | Posted: April 24, 2012

Did the devil make you do it, or can you blame your brain? Kristen Bishop shares some of the latest research on the brain and responsibility. More >

Posted in behavioral economics, consumer behavior, decision-making, non-conscious, responsibility

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The Mind of the Consumer Is Boss

By Suzanne Cheves | Posted: March 19, 2012

Brandtrust's Shopper Insight Partner, Suzanne Cheves, shares some pointed remarks by former Procter & Gamble CEO, AG Lafley on the importance of getting inside the consumer's mind. Brandtrust agrees! More >

Posted in brand, consumer behavior, focus groups, market research, mental models, qualitative research, research methods, subconscious motivations

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Conspicuous Conservation

By Katherine Weber | Posted: March 02, 2012

As badging is achieved through consumption, shall we call conspicuous conservation anti-badging? Katie Weber explores the behavior shift from conspicuous consumption to conspicuous conservation. More >

Posted in brand, consumer behavior, culture, human mind, subconscious motivations

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Branding Is Tribal

By Rebeca Arbona | Posted: February 22, 2012

We choose brands of products and services not only to help us express who we are but also to help us define who else we are like – our tribe. Rebeca Arbona writes about brand choice and tribalism. More >

Posted in behavioral economics, brand, consumer behavior, decision-making, human mind, social sciences, subconscious motivations, tribalism

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The Bellagio Phenomenon

By Stephan Leman | Posted: February 08, 2012

What does Brandtrust's approach to research have to do with the Bellagio Casino in Las Vegas? Relax! Stephan Leman explains the connection. More >

Posted in behavioral economics, consumer behavior, emotional inquiry, human mind, insight, market research, neuroscience, respondents

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About This Blog

This blog is dedicated to expanding the reach of the stimulating conversations we enjoy with our clients, collaborators and the people we call “Friends of Brandtrust.” Our posts are about what we know best: uncovering and activating better insights, usually by applying principles from the social sciences to understanding human motivations and decision-making. We hope that what we post here will inspire you to share what you’re thinking, too.

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