Blog
Consumer Insights and Coronavirus: How Behavioral Science and Memory Immersion Help Reveal Truth During a Pandemic
At the beginning of the year, no one imagined that 2020 would be defined by a global pandemic. Nonetheless, in...
From Appreciation to Aspiration: Unlocking Your Organization’s Potential
Green Mountain Coffee Roasters enjoyed tremendous growth. From its humble beginnings as a coffee shop in 1981, the business bloomed...
The Appreciation Evolution: Moving From Your Organization’s Problems to its Potential
Declining profits and product quality. Failed cost reduction efforts. Strained relationships among employees and increasing pressure from competitors. Gina Hinrichs,...
You Break It, You Buy It: Why Trust Matters Most When It Comes to Consumer Data
A $60 billion plunge in market value in less than 48 hours. A $6 billion drop in Mark Zuckerberg’s net worth. Massive...
Prospect Theory: How Perceptions of Risk and Gain Shape Customer Behavior
The question is a matter of life and death: A new disease is sweeping across the country, and epidemiologists project...
Connecting Systems 1 and 2 Thinking: Helping Customers Forge Intuitive Connections with Your Brand
The moment she laid eyes on the kouros, Evelyn Harrison knew something was wrong. Harrison, one of the world’s foremost...
Jobs-to-be-done: Satisfying your customers’ highest needs
When asked to describe the “jobs-to-be-done” approach to understanding customers, Clayton Christensen remembers the milkshake. A major fast food chain...
Nudge theory: How brands can empower customers through behavioral science
As the fathers of nudge theory, Richard Thaler and Cass Sunstein have seen their ideas applied elegantly in business, health...
Eudaimonia: How Health Care Brands Can Fulfill the Lives of Their Customers
What is best for human beings? This question anchors Aristotle’s Nicomachean Ethics, the ancient Greek philosopher’s most extensive treatise on...
Your Brand is More Than Your Logo
In 2010, psychologists T. Bettina Cornwall and Anna McAlister published research entitled “Children’s Brand Symbolism Understanding” in the journal Psychology...