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Shopping For Insights?

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.

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The Beginner’s Mind

In this post, Partner Rebeca Arbona explains why we approach each Brandtrust engagement with the Zen Buddhist concept of a “Beginner’s Mind.”

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What Was I Thinking?

It's not usually our habit to think about our thinking, but research shows that investing a little effort to do so can have a profound impact.

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What A Picture Is Worth

At our core human beings are ALL visual learners.  Katie Weber writes about how we process images differently from words.

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Comedy and Insight, Or When Diarrhea Is a Good Thing…

What do comedy and market research have in common? The best jokes work so well because they’re built around a human insight.

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People Are Alike

The most useful insights for effective marketing strategies often come from unearthing that which people have in common, underneath the more easily observed differences that sit on the surface.

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Use The Right Tool for the Job

Focus groups are the most commonly used kind of qualitative research, but are they always the right tool for the job?

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The Truth Through Two Eyes

Is objective truth the only way to decipher the world around us? In this post, Kristian Aloma considers two different paths to understanding, logos and mythos.

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As The Story Goes…

Are you challenged by too much data and not enough of a narrative to help people make sense of it? Consider injecting storytelling into your presentations. Who knows? Maybe the way your story ends is that your execs are no longer so antsy during presentations and everyone can live happily ever after.

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Liar, Liar, Pants On Fire

We've all seen situations in which consumers give us answers in research that are directly contradicted by their marketplace behavior.  What is that all about?  In this post Stephan Leman talks about why people's answers are influenced by direct questions, and what we can do about it.

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