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How Does It Make You Feel?

Next time you go to a supermarket to do your regular shopping, watch people get lost to the world as they slowly fill their baskets. Their minds are in a whirl doing a million conscious and unconscious calculations per second. It’s easy to imagine this because you do it, too. That little voice in your head that never shuts up goes a mile a minute as buying decisions based on old stories and new curiosities are made in consultation with the sensible and emotional systems of your brain. It is a totally absorbing, totally human process. And in the end, after all the subliminal cogitation is said and done, it simply has to do with the way you feel about the vast product array before you.

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Three Insights for Better Engaging Shoppers

I’ve been involved in shopper insights and shopper marketing since 1998, when the discipline was first created at Procter & Gamble. Over the years, it has been great to see how far we’ve come from developing shopper strategy to optimizing shopper strategy. Lately, I love that more and more brands are realizing their true competitive advantage through mapping the shopper’s emotion-based purchase decisions.

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Simple Lessons Every CMO Can Learn from Pope Francis

Even the most complex brands get reduced to a few symbols. Sound bites have crushed 2,000 years of the Catholic Church down to pedophile priests and financial scandals. Media coverage of the selection of a new pope suggests the church’s brand is nothing more than a puff of smoke.

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Nikestrong: Brand Opportunity for Nike Post-Lance Armstrong

Lance Armstrong’s conniving selfishness left Livestrong—his cancer-fighting charity and only redeeming legacy—in an uphill struggle for survival. We don’t expect everyone to be perfect — stuff happens. But we expect people — particularly heroes and leaders — to be authentic and honest. It’s fundamental to human social interaction. Our very survival hinges on trust in others.

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Lessons from Groupon: 3 ways to change how you think about your customers

We’ll spare you any commentary on Groupon’s business model, accounting irregularities or stock market misadventures. But it’s hardly surprising news to hear Founder and CEO Andrew Mason’s tenure has expired faster than a Groupon for a cheap haircut.

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Long Sleep the King

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?”

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A Day in Survey Land

Chris Hoel uses his own experiences as inspiration to explore what motivates respondents to participate in survey based research

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Segmentation First Aid

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

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Gendered Branding

Kristian Aloma avoids reflecting on "The Conversation" he had with his parents as he explores the differences between men and women.

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Now You See It, Now You Don’t

While current magic tricks fascinate her, Katie Weber can't imagine what future illusions might hold as magicians and researchers team up to explore the mysteries of perception, misdirection, and the human mind.

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