When you spend as long as I do immersed in a world of data you learn to accept many things as essentially constant. You know that they don’t necessarily...
Articles
PortMA Publications
Case Study: Travel and Tourism
The Brand ChallengeHow do you convince consumers to spend significant money on something that exists only as an experience? This was the challenge of a tourist destination with a...
Fatigue or How I Lost the Peanut Butter
Fatigue is the bane of most humans. Causes include boredom, a lack of sleep (which is potentially due to late night web surfing for the most hilarious cat video)...
Case Study: Wine and Spirits Sampling ROI
The Brand Challenge How do you prove that a low price doesn’t mean low quality? This was and is the ongoing challenge of a not too new adult beverage...
Survey and Consumer Feedback Innovation
It’s never a good thing to fall behind, in the short term being 15 minutes behind can make you late for meetings or not complete something the day you...
Too Soon To Tell?
As I draft a preliminary template for a mid-program recap report, my mind whirled with the sheer potential of possibilities. I know I will soon be digging into innumerable...
Good Karma and a Sale
The easiest way for a company to build a good public image is to support a good cause. The advantage they get out of this is not only does...
Why? Because I Said So….
I’ve been thinking a lot about qualitative research these past few days, and one thing that always pops into my head is how do we ask the all-important why...
Chicken, or egg?
Have you ever heard the ‘chicken or the egg’ causality dilemma? Commonly, this is referred to as, “Which came first, the chicken or the egg?” I cannot tell you...
How Experiential Marketing Increases Sales Volume From Current Channels
In shopper marketing circles they say there are only three places you’re going to increase sales volume from current channels:– Bring new customers to the category– Steal customers from...