New Insights

Differentiate or Disappear

The only way to escape the "competitive herd" and grow is to differentiate, yet many clients struggle to create unique ideas that people actually want. ..

Research On Research: Methods Matter

Everyone knows the questions are important – but so are the answers!  In this head-to-head comparison, we assessed two research scales to see which performs better.  Here are 4 quick topline results: ..

The Missing Step for Developing Stronger Campaigns, Faster

Powerful marketing campaigns are vital to growing world-class brands. But developing a campaign successfully across platforms – traditional media, digital, social, in-store, PR – is more challenging than ever.

There are many varieties of Insight Research to generate inspiration at the beginning of campaign development, and several options for Validation Research at the end. Yet there are precious few methodologies for providing input on the best directions and improvement opportunities in the middle of Campaign Development, where more Predictive Qualitative™ input can help campaigns soar. ..

12 Ways To Boost Perceived Value Without Sacrificing Profit

Recession.  A jobless recovery.  Consumer fears stoked with every bank announcement. 
No matter how much you spend in marketing, the news networks will out-GRP your glitziest appeals to spend with recommendations to consumers to belt-tighten.  So how do you position your brand to “win” with cost-conscious consumers, without lowering your price?  

Leveraging Innovation Summits as Ingenuity Catalysts

The bigger the company and the greater its internal resources, the easier it is to believe that “we have all the answers internally” when it comes to innovation and marketing ideas.  And many people rightly complain that some brainstorming sessions create heaps of undeveloped ideas that never go anywhere.  Yet two recent innovation summits that we were involved with have reminded us of the dramatic value that savvy, experienced outsiders with a fresh perspective can bring to a project in just a few days. Read our two brief case studies and learning for the future: ..

Brands Through the Eyes of an "Outlaw" (and Other Archetypes)

Brands are finding the need to partner more than ever, from co-brands like Crest+Scope, to co-locations like Starbucks inside Target stores or Dunkin’ Donuts inside gas stations, to brand sponsorships like branded NASCAR vehicles, and even movie and media integrations like Coke and American Idol.  But just because brand demos or even equity attributes line up doesn’t make you the perfect mates; the brand personas can still mix like oil and water (i.e. Crisco and Aquafina).  That’s why AcuPOLL developed a new technique to better understand brand archetypes.  ..

Anatomy of an Effective Marketing Message: 3 Key Concept Components to Capture the Minds or Hearts of Your Customers

Here’s a novel business plan. Develop a great product or service. Leverage technology, lower costs, and offer great value. Then, just when you have something that customers relish, do what many good businesses do: describe it in a way that sounds like everything else, or even worse… don’t offer a message at all. Sound crazy? Well, many of the businesses we see miss one or more of the 3 key elements that make a marketing message effective. ..

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