Podcasts about advertising research

94% of advertisers are concerned about how tariffs might impact their budgets according to an IAB survey. Of those planning cuts, 60% expect a 6-10% decrease in ad spend, while 22% anticipate cuts of 11-20%.This week, Elena, Angela, and Rob explore what the research says about marketing during economic downturns. They discuss how brands that maintain or increase spending during tough times consistently gain market share, why creative thinking matters more than ever, and the smartest ways to adjust your strategy if budget cuts are unavoidable.Topics covered: [01:00] Current economic landscape and marketer uncertainty[05:00] Predicted impact of tariffs on US media ad spending[07:00] Research showing companies that increased ad spend by 50% during recession saw 1.5% market share growth[09:00] Creative marketing examples from economic downturns[13:00] Ways to reduce marketing spend without damaging your brand[17:30] Where to double down if you have available budget[21:00] Finding personal comfort rituals during uncertain times  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Tellis, Gerard & Tellis, Kethan. (2009). A Critical Review and Synthesis of Research on Advertising in a Recession. Journal of Advertising Research. 49. 10.2501/S0021849909090400. https://www.researchgate.net/publication/228272297_A_Critical_Review_and_Synthesis_of_Research_on_Advertising_in_a_Recession   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Influencer marketing continues to play a more powerful role in marketing as a way to promote and drive sales. But did you know this? A small study recently published in the Journal of Advertising Research indicates the most trusted influencers aren't the two-legged kind. Rather, consumers indicated in the study that the most influential influencers are pets.

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how emotions outweigh logic in advertising effectiveness. They discuss research showing emotional responses are nearly twice as powerful as cognitive factors in driving purchase intent across nearly all product categories.Topics covered:   [01:00] "The Power of Effect: Predicting Intention"[02:00] Rational vs. emotional decision-making[03:00] The AdSAM non-verbal research tool[05:00] Where emotion dominates across product categories[06:45] The one category where logic outperforms emotion[09:30] Creating ads that evoke the right feelings  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Morris, J. D., Woo, C., Geason, J. A., & Kim, J. (2002). The power of affect: Predicting intention.Journal of Advertising Research, 42(3), 7-17.  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Magda is a research professor at the Ehrenberg-Bass Institute in Adelaide. She has been widely published in academic journals and authored two chapters in How Brands Grow 2.In this episode we discuss:The importance of curiosityThe impact of How Brands GrowThe Semmelweis effect and The Sharp EffectLearn, test and learnThe high performance culture at the Ehrenberg Bass InstituteThe benefit of being sceptical and open minded as a researcherGrowing categories v growing brandsThe challenge for small brands and marketersThe research behind raising pricesHow categories grow in the luxury sectorCan marketers do pricing?Talking to your customersIs marketing changing?The full transcript is available on the episode page. Magda Nenycz-ThielBefore her current role as Industry Growth Professor, Magda was Mars Professor of Marketing, a Chair funded by Mars Incorporated. Prior to this she led the Institute's Mars Marketing Lab, a R&D initiative funded by Mars Incorporated from 2013-2016.As Industry Growth Professor, Magda, together with a research team at the Institute, pioneers research into category growth and leads the Industry Growth Initiative which focuses on applying discoveries to improve the ways that growth investments are made within organisations.Magda's core areas of expertise are category and industry growth, e-commerce and neuromarketing. Her work has been published widely including in the Journal of Advertising Research, European Journal of Marketing and Journal of Business Research. She is also the author of two chapters in How Brands Grow Part 2, “Building Physical Availability” and “Online shopping – is it different?”.Magda regularly presents at domestic and international conferences to industry and academic audiences, as well as to the Institute's Sponsors. She publishes regularly in international journals and has also written a number of book chapters. Strategy Masterclass with Seth GodinI'm doing a series of strategy masterclasses with Seth Godin in Ireland this spring. If you use code Eximo (capital E) then you'll be able to grab a ticket for £225 instead of the full rate of £265.You get to work with Seth, who will be joining remotely from his NYC studio, with me in the room and the team from Horrible Brands to help out with brand strategy. Tickets available from here.Strategy Sessions Host - Andi JarvisIf you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on LinkedIn or Instagram.Make sure you subscribe to get the podcast directly or sign up for it here to have it emailed when it's released. If you enjoyed the show, please give it a 5* rating.

Marketing scientist Carl Driesener joins the show for a mini-masterclass on brand growth based on research insights from the Ehrenberg Bass Institute, where he is an associate professor. He and Itir cover how brand equity should be measured through consumer research and category entry points, the benefits of the "pick any" method for measuring brand image, why brand loyalty is often overstated, and the real source of brand growth. The discussion covers topics like pricing power, mental and physical availability in marketing, and the importance of maintaining presence in both digital and physical retail environments. By the end, some marketing myths will be busted, and closely held assumptions challenged! Carl Driesener has been at the Ehrenberg-Bass institute for over 15 years. He manages the Institute's in-house tracking capabilities project and has conducted significant brand equity tracker and bespoke market research projects for a wide range of industries including packaged goods, financial services, IT and telecommunications, real estate, primary production suppliers, government departments, education and research, and grocery products. His earlier research compared three different methods for measuring brand image and he has published in this area in the International Journal of Market Research. He has driven the Ehrenberg-Bass Institute's commercial activities in the area of understanding the competitive set through NBD-Dirichlet and Duplication of Purchase analysis. Carl's core areas of research expertise include buyer behavior, market modeling, and internet research. He has published in the Journal of Advertising Research, Marketing Intelligence and Planning, Journal of Business Research and the Journal of Brand Management. Carl recommends the coffee at West Oak Deli in Adelaide (https://www.instagram.com/westoakhotel/?hl=en). His suggested books are How Brands Grow by Byron Sharp and Daniel May (https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/1511383933) and Oliver Burkeman's Four Thousand Weeks: Time Management for Mortals (https://www.amazon.com/Four-Thousand-Weeks-Management-Mortals/dp/0374159122). Connect with Carl on LinkedIn at https://www.linkedin.com/in/drcarldriesener?originalSubdomain=au If you have any questions about brands and marketing, connect with Itir Eraslan on LinkedIn: https://www.linkedin.com/in/itireraslan/

S4:E5 Unlocking Retail Media: Measurement, Innovation, and Customer EngagementIn this episode of The Retail Razor Show, hosts Ricardo Belmar and Casey Golden explore the evolving landscape of retail media with expert insights from Andrew Lipsman, analyst and founder of Media, Ads + Commerce, and James Bauer, CEO and founder of Venvee. They discuss the progression of retail media 1.0 with online ads to retail media 2.0 - in-store media, highlighting key metrics like closed-loop attribution and incrementality. The conversation moves into innovative technologies such as spatial AI, the importance of first-party data, and privacy concerns. They also emphasize the collaborative efforts needed to integrate these advancements effectively for full funnel customer conversion and attribution in retail media 3.0. This episode delivers a comprehensive overview of how retailers and brands can use modern technology to bring the same level of measurement currently enjoyed in the 15% of retail sales happening in ecommerce, to the larger 85% of sales happening in stores!About Andrew Lipsman:Andrew Lipsman is an independent analyst and consultant at Media, Ads + Commerce. His industry coverage specializes in retail media—which he is known for anointing as “digital advertising's third big wave”—and other areas of the digital media, advertising, and commerce ecosystem. He has published more than a half dozen articles in the Journal of Advertising Research and is frequently quoted in The New York Times, The Wall Street Journal, The Economist, The Financial Times, and Advertising Age.About James Bauer:James Bauer is the Founder and CEO of Venvee, a retail media technology company that is closing the loop on in-store measurement and attribution. Venvee leverages AI-generated digital twins of physical stores, combined with computer vision running on existing cameras, to enable precise measurement of impressions, interactions, and conversions on a shopper-by-shopper basis. This innovative approach requires no changes to the store and provides comprehensive aggregate measurement for in-store video, audio, fixtures, and products.Subscribe to our Newsletter: https://retailrazor.substack.comSubscribe to our YouTube channel: https://bit.ly/RRShowYouTube00:00 Show Intro02:50 Exploring Retail Media 3.0 & Measurement 03:29 Evolution of Retail Media 07:08 In-Store Attribution and Measurement 14:44 Challenges and Opportunities in Retail Media 32:37 Future of Retail Media and Final Thoughts 44:43 Show CloseMeet your hosts, helping you cut through the clutter in retail & retail tech:Ricardo Belmar is a RETHINK Retail Top Retail Expert for 2021 – 2024, and a Thinkers 360 Top 10 Retail Thought Leader, Top 50 Management Thought Leader, and Top 100 Digital Transformation Thought Leader. He is an advisory council member at George Mason University's Center for Retail Transformation, and director partner marketing for retail & consumer goods at Microsoft.Casey Golden, CEO of Luxlock, RETHINK Retail Top Retail Expert for 2024 and 2023, and Retail Cloud Alliance advisory council member. Obsessed with the customer relationship between the brand and the consumer. After a career on the fashion and supply chain technology side of the business, now slaying franken-stacks and building retail tech!Includes music provided by imunobeats.com, featuring Overclocked, and E-Motive from the album Beat Hype, written by Hestron Mimms, published by Imuno.

Did you know that not only are ultra-processed foods engineered to be more addictive but the marketing and packaging is based on psychology to get you to buy it? Today's guest once was on the "dark side" of this industry but now works to combat this issue head on! Dr. Glenn Livingston Ph.D. is a veteran psychologist and was the long time CEO of a multi-million dollar consulting firm which has serviced several Fortune 500 clients in the food industry. In this episode, we discuss his previous career as CEO and in advertising research, what made him jump ship and get his Ph.D., food moderation and the science of cravings, and more!   Time Stamps:   (0:36) Dr. Glenn Livingston (4:18) Advertising Research (8:14) Packaging Ultra-Processed Products (14:44) Going To Chocolate for Handling a Broken Heart (22:29) My Cravings During Prep (27:59) Food Moderation and Science of Cravings (40:35) Golden Girls Reference (47:07) Distraction and Dopamine (51:29) Journaling (54:41) Where to Find Dr. Livingston and The Book -------------------- Get Dr. Glenn Livingston's Book and Bonuses: https://www.defeatyourcravings.com/BlogMePlease/download-the-free-reader-bonuses/   Check Out Dr. Livingston's Website: https://www.defeatyourcravings.com/   Follow Dr. Livingston on Instagram: https://www.instagram.com/livingstonglenn/ -------------------- Instagram: https://www.instagram.com/carolcovinofitness/ -------------------- My YouTube Channel: http://youtube.com/@carolcovinofitness -------------------- Finding Purpose in the Pause Book: https://www.amazon.com/dp/B0BZQKKZC8

This week on HCD's MindSet, Kathryn and Michelle had on the wonderful and accomplished Arthur Kover Ph.D. He shed light on both his academic and industry experiences as a sociologist and a marketing and advertising researcher. The value of sociology is interwoven throughout the conversation, as these three chat about how creatives can transform an individual's perspective on a topic to explore how to get through consumers' new “body armor.” If you are interested in understanding how researchers must deal with the changes in not only technology but also evolving lifestyles, this episode is for you! #communities #technology #sociology #ads Meet our guest! Arthur Kover has spent his working life trying to figure out how people become human and sociable, giving and cruel. He earned a PhD in sociology from Yale. About 20 years of his working life were spent in the advertising business. He was a managing director at Cunningham & Walsh, Inc., moving from advertising research to management. Later in life, he was a professor of marketing at Fordham University. While there, he served as a department head and edited the Journal of Advertising Research. He was also president of the Market Research Council in New York. On retirement, he was appointed a Management Fellow at the Yale School of Management. He continues his search to understand the social meaning of peoplehood. In 2022, he published a book of short personal essays, Collage. The book contains many insights, some jokes, and a number of searching questions. He most recently co-authored an academic book (with Moskowitz and Papajorgji) Applying Mind Genomics to Social Sciences, (IGI Global, 2022). All of this looks quite serious. It is. But I think I am more human than this bio indicates. See if you agree. Extra Information: Tesserae: A Life in Small Pieces: https://www.amazon.com/Tesserae-Pieces-Arthur-J-Kover/dp/1735484601 Collage: Short Essays about a Complex Life: https://www.amazon.com/Collage-Short-Essays-about-Complex-ebook/dp/B0B5B12RY6?ref_=ast_author_dp Be sure to give us 5 Star rating, leave a review, or subscribe to your preferred method of listening. Don't forget to also follow us on any of our social media platforms listed below. Kathryn on LinkedIn Michelle on LinkedIn HCD Research Website MindSet Website Page Sign up for HCD Newsletter Our Socials YouTube - @HCDResearchInc. LinkedIn - @HCDResearch Twitter - @HCDNeuroscience Twitter - @HCDResearchInc Facebook - @HCDResearch Instagram - @HCDResearch MindSet is excited to have each and everyone one of you join our curious conversations! --- Send in a voice message: https://podcasters.spotify.com/pod/show/mindset-hcd-research/message

Welcome to Episode 1398, in which Cynthia Chaplin interviews Dr. Nathalie Spielmann in this installment of Voices, on the Italian Wine Podcast. About today's guest: Nathalie SPIELMANN is an Italian Wine Ambassador (IWA) – she is a Full Professor of Marketing and Director of the MSc Wine & Gastronomy at NEOMA Business School. She holds a PhD in Marketing from the John Molson School of Business at Concordia University in Montreal (Canada). Dr. Spielmann has published widely in international peer-reviewed publications (Journal of Business Ethics, Journal of Service Research, Journal of Association of Consumer Research, Journal of Advertising Research, Journal of Business Research) on topics related to Marketing Strategy, Consumer Behaviour, Advertising, and Wine. She currently serves as an Editorial Review Board Member for three international top-tier journals. Dr. Spielmann currently teaches Consumer Behavior: Sensory and Experiential Marketing and Territorial Marketing at the graduate level. Dr. Spielmann currently works with the City of Reims in the aim of developing coherent and strategic marketing offers in the experiential marketing and tourism sectors. Additionally, she is regularly invited to present her research at professional wine and tourism events (e.g., wine exhibitions, technical conferences, seminars) in France and abroad. She is also co-owner of a champagne wine bar located in the vineyards just outside of Reims. To learn more visit: https://neoma-bs.com/professors/spielmann-nathalie-2/ linkedin.com/in/nathalie-spielmann-phd About today's Host: Cynthia Chaplin is a VIA certified Italian Wine Ambassador, a professional sommelier with FIS and the WSA, a member of Le Donne del Vino, and a Professor of Italian wine and culture. Born in the USA, she's lived in Europe since 1990. Italian wine, in particular rosé, is her passion. She works with embassies, corporations and private clients, creating and presenting tastings, events, seminars and in-depth courses. Cynthia is a wine writer, a judge at international wine and sake competitions, she consults with restaurants and enotecas developing comprehensive wine lists and food pairings, and she advises clients who want to curate an Italian wine collection. She currently works for Vinitaly International in Verona as a Project Manager, Educator, and the host of VOICES Series on The Italian Wine Podcast, focusing on diversity and inclusion in the global wine industry. To learn more visit: Facebook: Italian Wines in English Instagram: kiss_my_glassx Linkedin: www.linkedin.com/in/cynthia-chaplin-190647179/ Let's keep in touch! Follow us on our social media channels: Instagram @italianwinepodcast Facebook @ItalianWinePodcast Twitter @itawinepodcast Tiktok @MammaJumboShrimp LinkedIn @ItalianWinePodcast If you feel like helping us, donate here www.italianwinepodcast.com/donate-to-show/ Until next time, Cin Cin!

Jenni Romaniuk is a Research Professor and Associate Director at the Ehrenberg-Bass Institute, who is a trailblazer in Distinctive Asset and Mental Availability strategy and measurement.Jenni has provided advice to companies all around the world on evidence-based best practices for long-term brand management.She is the accomplished author of three books: Building Distinctive Brand Assets, How Brands Grow: Part 2, and Better Brand Health.In this episode, we dive deep into the concept of brand health trackers and we explore the anatomy of a healthy brand. Additionally, we discuss the significance of packaging in building and refreshing memory structures, as well as its potential to convey shopping distinctive assets.Jenni is on the Senior Advisory Board of the Journal of Advertising Research and serves on three other Editorial Review Boards.Resources:Jenni RomaniukJenni Romaniuk LinkedInBetter Brand Health: Measures and Metrics for a How Brands Grow WorldBuilding Distinctive Brand AssetsHow Brands Grow: Part 2Ehrenberg-Bass InstituteEhrenberg-Bass Institute TwitterFollow us:BRANDERMAN websiteBRANDERMAN InstagramHernán Braberman LinkedInMy packaging design agency TRIDIMAGEPACKNEW BlogSubscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.Apple PodcastsSpotifyGoogle PodcastsOvercastIvoox

Humanizing your brand is one of the most difficult challenges in marketing.But there's a proven solution to getting people to associate your business with more than just its logo: a spokesperson.A spokesperson is the voice and face of your company. It can't just be anybody. You need someone with a trusted voice. Someone who can speak about your product with authenticity. Someone who can talk to your customers in the language they use. And it doesn't have if that someone is a little charming, too.This week, we're taking lessons from comedic actor and entrepreneur Ryan Reynolds, who has become the face of his own brands like Aviation Gin and Mint Mobile. Here to help us is SaaS SEO thought leader Liam Barnes, Head of Demand Generation and Programs at Bionic, an application security posture management platform. With Ryan and Liam by our side, we're showing you how to choose an effective spokesperson, why hiring a celebrity isn't so far out of reach, and why you shouldn't gatekeep your content.About Ryan ReynoldsRyan Reynolds is a Canadian-American actor, producer, and entrepreneur whose career took off after he starred in National Lampoon's Van Wilder. He's also starred in Waiting, Adventureland, Free Guy, and the Deadpool franchise.Ryan's track record as an entrepreneur may be even more impressive than his work in film. Three businesses he has either invested in or owns have sold for incredibly impressive figures: Aviation Gin ($610 million), Mint Mobile ($1.35 billion), and film production and digital advertising agency Maximum Effort (undisclosed). He also has financial interests in the Wrexham Association Football Club, 1password, and Wealthsimple.What B2B Companies Can Learn From Ryan Reynolds:Choose an in-house evangelist for your brand. There's no one who knows your product better than someone who lives and breathes it on a daily basis. Your ideal evangelist is someone who can vouch for your product and speak the language of your customers – and has a stake in the business's success. Ryan Reynolds is not only the owner of Mint Mobile, but also the company's in-house evangelist. He has the authority, investment, and understanding of the product to share the benefits of becoming a customer. And because one of Mint Mobile's values is that they're cheap, he highlights it by, for example, featuring his family in the ads as “barely paid spokespeople.” Chances are that you already have some great brand evangelists in your B2B company. This could be a CXO with a strong social media presence who's established as a thought leader in your industry, someone on your product team who is consistently engaging with your community in popular forums, or even the new hire who's documenting their journey at your company.Hire a celebrity to be your company spokesperson. We love internal brand evangelists. But we also love influencer marketing, and what's hot right now? Getting a celebrity to be the face of your brand. They're more accessible than you think. Partnerships come at a range of price points, and you don't need a mega A-lister to make a big impact. According to an article in the Journal of Advertising Research, celebrity endorsements can increase a company's sales by an average of 4%. Ping Identity hired actor and athlete Terry Crews to be their “chief identity champion” for a brand awareness campaign that launched in October 2020. According to Ping Identity CMO Kevin Sellers, the company's website traffic increased 1000 percent after the launch of the campaign. So dig deep into your brand's voice and mission and find a celebrity or influencer who can embody your brand. The results speak for themselves! Bonus points if they bring a little humor into it!Make your content accessible. Distribution is key! There is a lot of great B2B content out there – but too often, companies limit their audience by gatekeeping their content. With his businesses, Reynolds takes a different approach. His businesses don't spend heavily on advertising, but the ads they do create are funny, engaging, and accessible to everyone. The ads often go viral, further expanding their reach. (If you want to see a textbook example of what we're talking about, check out this Mint Mobile ad!) And while we understand that not all B2B content can be a quirky one-minute advertisement, the key here is simple: unlock the gate. Don't keep your best ideas in an email newsletter or in a hotel conference room. You're limiting your audience when you do.Key Quotes*“He has this sense of ownership and everything is tongue in cheek. When we're buying his stuff, we're buying a little bit of Ryan. He vouched for it. And it's just really novel, how he productizes himself. A gin is just a gin. But when Ryan Reynolds is behind it, now it means something more.” - Ian Faison*”It's important to surround yourself with good people who are very good at their job. And with Ryan Reynolds, he has George Dewey as his business partner, who is that creative genius, that ad genius. He understands marketing, he understands culture, he understands people.” - Ian Faison*”It's important to have someone who is likable, charismatic and engaging as the spokesperson. Someone who's very close and tied and invested into the company driving the story and driving the thought leadership of the company. Especially in security, we have a really hard time getting founders, getting evangelists, getting technical people to want to push the story forward. And it's because they just don't have that advertising expertise, the marketing expertise. They're engineers, they're not writers. And if they were writers, they were like research-based writers, so the creativity side of it was lost. And so it's important to do both things. Partner the front running technical people in your company with solid marketers, and help them push the narrative forward. - Liam Barnes *”Something that Ryan Reynolds understands is the distribution of the content that he's creating. He could definitely go and headline user conferences or go and do features where he goes and shows up at certain places where people ask him questions and pay attention to him for an hour. But then there's nothing after that. And something that companies get really wrong is they put all this time and energy into a user conference and then they gate it. They put it behind this paywall, or they make you give your information to them and then nobody sees it after the conference…Honestly, what most people would react more positively to is, go ahead and have the user conference, then go spend time distributing the content correctly. It's just something that's a completely missed opportunity. It's an interesting kind of dynamic that you see a lot in b2b, where everything's gated and nobody has access, and they're wondering why they're not getting the returns from it. It's because nobody ends up actually seeing it.” - Liam Barnes“To make your ads better, make the creative more memorable and funnier. And then just put a little bit of that marketing engine behind it, retargeting and AB testing, and all the stuff that we have at our disposal to supercharge that really good creative. Because at the end of the day, if you're just promoting bad creative and boring creative, it's never going to get legs.” - Ian Faison“It's less about trying to make your chosen spokesperson charismatic. It's more about trying to make that person relatable to who we're selling to. So our CEO and CTO are engineers and security folks. And we're selling to engineering and security folks. So I don't have to make them the most charismatic people. I just have to make them relatable. They have shared experiences with those people. They've been in security before, they've been through writing code and building systems and doing DevOps and running security teams, and doing the security research. And so just talking about those personal experiences and relating it to what those teams are going through. That's all you really need.” - Liam BarnesTime Stamps[1:31] Introducing Liam Barnes, Head of Demand Generation and Programs at Bionic[2:13] What's Bionic?[4:05] Who's Ryan Reynolds?[5:55] What makes Ryan Reynolds an effective spokesperson?[12:14] How did Ryan Reynolds become a marketing powerhouse?[18:50] What can we learn about B2B marketing from Ryan Reynolds?[23:54] How can B2B companies use celebrity spokespeople?[36:22] How can companies make their CEO an effective spokesperson?LinksListen to Demand Gen Visionaries with Liam BarnesTune in to Everyday Demand Gen with Liam BarnesSee the Axonius x Simone Biles adCheck out IBM Watson's collaboration with fashion designer Gaurav GuptaTake a look at Microsoft's collab with National Geographic in their “Make What's Next” initiative Create your own business thriller starring an A-list celebritySee Coinbase's $7M Superbowl ad that got people talkingAbout Remarkable!Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both non-fiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com. In today's episode, you heard from Ian Faison (CEO of Caspian Studios), Dane Eckerle (Head of Development), Colin Stamps (Podcast Launch Manager), Anagha Das (B2B Content Marketing Manager), and Meredith O'Neil (Senior Producer). Remarkable was produced this week by Meredith O'Neil, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK. Create something remarkable. Rise above the noise.

Magda Nenycz-Thiel is Professor at the Ehrenberg Bass Institute for Marketing Science at the University of South Australia. She has been the first Mars-funded chair at the Ehrenberg-Bass Institute and led for three years the Mars Marketing Lab. Magda is one of the leading experts in helping organizations on their transformational journey to better marketing results through science. Together with her team, she pioneered the category growth research at the Ehrenberg Bass and founded the Industry Growth Initiative. Magda contributed to “How brands grow” Part 2 and her academic work has been published widely. She regularly presents at academic and industry conferences around the world and was an associate editor at the Journal of Advertising Research. Among many other topics we talk about:

Our guest this week is Andrew Lipsman, Principal Analyst at Insider Intelligence, recorded live at the recently completed GroceryShop event in Las Vegas. We go deep into the burgeoning world of retail media networks, exploring what they are, how they work, and why they have become arguably the most exciting growth area for retailers in recent memory. We dig into the key accelerants and enablers, how success requires a significant shift in organizational mindset, and what challenges need to be overcome to best balance the customer experience with retailers desire to chase incremental profits. And we can't pass up the opportunity to get Andrew's perspective on the holiday shopping season. But first we give our hot-takes on the week in retail news, kicking off with our thoughts on Michelle Gass's departure from Kohl's, before moving to the stock market frenzy unleashed by better inflation numbers. We also unpack profit warnings from Capri and others ,and what to make of earnings reports from retail disruptors like Mytheresa (the good), Allbirds (the bad) and Warby Parker (the maybe). We close with a brief discussion of Amazon's reported profitability review, before dipping into the department of useless headlines.LinksKohl's Retail Fight Club Michael Kliger Dan McCarthy Lauren Weiner About AndrewAndrew Lipsman is a Principal Analyst at Insider Intelligence, focusing on retail and ecommerce. Recent coverage includes grocery ecommerce, retail media networks, D2C brands, social commerce, mobile retail apps, holiday shopping, and Amazon Prime Day.Previously, Andrew was SVP of Marketing & Insights at comScore, covering multiple industries and overseeing the company's global marketing insights and thought leadership initiatives. He has specialized in several coverage areas in addition to retail, including social media, mobile, digital advertising and cross-platform marketing. Andrew has been a regular contributor to the Journal of Advertising Research and is frequently quoted by leading news organizations like the New York Times, Wall Street Journal, Advertising Age, CNN, Fortune, Reuters and Bloomberg.Andrew holds an MBA from Northwestern's Kellogg School of Management and his undergraduate degree from Duke University.About UsSteve Dennis is an advisor, keynote speaker and author on strategic growth and business innovation. You can learn more about Steve on his       website.    The expanded and revised edition of his bestselling book  Remarkable Retail: How To Win & Keep Customers in the Age of Disruption is now available at  Amazon or just about anywhere else books are sold. Steve regularly shares his insights in his role as a      Forbes senior contributor and on       Twitter and       LinkedIn. You can also check out his speaker "sizzle" reel      here.Michael LeBlanc  is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice.   He brings 25+ years of brand/retail/marketing & eCommerce leadership experience, and has been on the front lines of retail industry change for his entire career.  Michael is the producer and host of a network of leading podcasts including Canada's top retail industry podcast,       The Voice of Retail, plus  Global E-Commerce Tech Talks  ,      The Food Professor  with Dr. Sylvain Charlebois and now in its second season, Conversations with CommerceNext!  You can learn more about Michael   here  or on     LinkedIn. Be sure and check out Michael's latest venture for fun and influencer riches - Last Request Barbecue,  his YouTube BBQ cooking channel! 

In today's podcast, we are talking with a returning guest, Andrew Lipsman, about the Insider Intelligence report he authored entitled Digital Shelf for CPG brands 2022.  Make sure you tune in to find out more! Andrew Lipsman is a Principal Analyst at Insider Intelligence, focusing on retail and ecommerce. His recent coverage includes grocery ecommerce, retail media networks, D2C brands, social commerce, holiday shopping, and Amazon Prime Day. Previously, Andrew was SVP of Marketing & Insights at comScore. He has been a regular contributor to the Journal of Advertising Research and is frequently quoted by leading news organizations including the New York Times, Wall Street Journal, and Advertising Age.

Brady and I discuss Mis-information, Dis-information, and Fake News. We discuss what it is, how it is used, and we are all a product and target for all of it. We discuss ways to avoid deception which leads to a philosophical discussion about truth, morals, and ethics. Brady takes a moment on the couch discussing how understanding the matrix for what it is can affect you on a personal level. Links and Resources: Definitely NOT real NEWS, but FUN to read: The Onion https://www.theonion.com/ The Weekly World News https://weeklyworldnews.com/ Mad Magazine https://www.madmagazine.com/ Fight Disinformation with Fact Checking Sites: Snopes (almost everything including politics, history, science, and technology) Snopes is one of the oldest fact-checking websites on the internet and it was started by David and Barbara Mikkelson in 1994. Apart from its huge repository of debunked stories, Snopes still tackles fake news and misinformation in a smart way. As fake information is getting more sophisticated in its language and tone, users are easily falling for it. So to counter the misinformation, Snopes offers detailed explanations from genuine sources (like WHO, CDC) and sets the facts straight. https://www.snopes.com/ Politifact (all about fact-checking political claims) PolitiFact is one of the largest political fact-checking newsrooms in the US and for its impressive work in 2008, the website was awarded Pulitzer Prize for National Reporting. It’s run by the prestigious Poynter Institute (founder of International Fact-Checking Network) and reporters from the independent Tampa Bay Times. https://www.politifact.com/ FactCheck.org (political claims, rhetorics, deception, and lies) Primarily deals with political claims and rhetorics. However, the website also tries to bring accountability to public officials by exposing deception and their lies. It’s an attempt to bring more factual accuracy to the public discourse which is not just limited to politics, but also extends to TV ads, speeches, interviews, and news releases. https://www.factcheck.org/fake-news/ ProPublica (deep dive for hidden truth) ProPublica is an independent investigative online newsroom. More than a fact-checking website, but a portal where you can dive deep and find the hidden truth. For its far-reaching work in the public interest, ProPublica has been awarded several Pulitzer Prizes for public service, explanatory reporting, national reporting, and investigative journalism. As for the coverage, it goes beyond politics and looks into healthcare, education, finances, criminal justice and more. The website is funded by the Knight Foundation, MacArthur Foundation, Ford Foundation, and other few philanthropic institutes. https://www.propublica.org/ OpenSecrets (politics) OpenSecrets finds the effects of money lobbying into electoral politics and fact-checks political speeches and claims. It tracks how a politician is being funded and who are the firms that are funneling money into politics. It was started by the Center for Responsive Politics (CSR) way back in 1983. And as a result of the long operation, OpenSecrets has now one of the largest public databases of donors and political beneficiaries. https://www.opensecrets.org/ Washington Post Fact Checker (critical analysis to what politicians have said this week) Fact-checking column under diplomatic correspondent, Glenn Kessler. It does not fact-check every claim on politics and economy, instead the website offers critical analysis to what politicians have said this week. It tries to underline facts and context against a seemingly factful narrative. https://www.washingtonpost.com/news/fact-checker/ Full Fact (Fact-checking website focused on the UK and Europe) A one-stop online portal where you can find information on a wide variety of topics. Full Fact is quick to debunk claims with well-resourced articles and by citing research papers by academics and professionals. So, no matter if it’s a post about technology, medicine or some supernatural power, Full Fact sets the facts straight in a timely manner. It’s a team of independent fact-checkers and campaigners who find a multitude of viral posts from social media and expose them to counter misleading people on the internet. Full Fact runs a “Viral Posts on Facebook” page where it lists out all the outrageous claims and debunks them with detailed explanation and authentic sources. https://fullfact.org/ and for most recent https://fullfact.org/latest/ Alt News (fake claims and political misinformation in India) Alt News is also one of the few fact-checking websites in India which is certified by IFCN (International Fact-Checking Network). It’s run by Pravda Media Foundation and offers its fact-checking service in both English and Hindi. As for funding, Alt News primarily relies on user donations and other independent media trusts. The website is also in partnership with WhatsApp for busting fake news on its chat platform. Apart from that, Alt News regularly debunks claims made on social media platforms covering science, education, and society at large. https://www.altnews.in/ BOOM FactCheck (fact-checking website in India) This is a fact-checking website in India that exposes fake news on digital platformsIt. BOOM is a signatory of the IFCN Code of Principles and sticks to a high standard of fact-checking methodology. The website is run by Data journalist, Govindraj Ethiraj who earlier worked at Bloomberg. And like other fact-checking websites, Boom also relies on ads and user donations. Apart from this, Boom has a tie-up with WhatsApp to fight the war of misinformation. Boom offers its service in three languages i.e. English, Hindi, and Bengali. Further, it covers the current news cycle, political rhetorics, viral claims made on social media, urban legends, myths, and rumors. https://www.boomlive.in/ SM Hoax Slayer (fake information on social media platforms) SM Hoax Slayer is quick to debunk the claim and update the users through its social media channels. According to the founder, the project started as a place to puncture harmless lies, pranks, and rumors, but soon it developed into a full-fledged fact-checking website. Many mainstream newspapers and media houses including Aaj Tak and Navbharat Times cite SM Hoax Slayer as a reliable source for busting fake news. Coming to funding, SM Hoax Slayer is mostly run by volunteers and funded by user donations and ads. https://smhoaxslayer.com/ Reuters Fact Check (international news fact checking) https://www.reuters.com/fact-check Picks of the Week: Brady's Picks Tobii Pro: Optimizing User Experience and Advertising Research with Eye Tracking https://youtu.be/ConsSlIf6n4 Hotjar: Website Heatmaps & Behavior Analytics Tools https://www.hotjar.com/ Robert's Pick: House of the Dragon: The Game of Thrones prequel https://www.hbo.com/house-of-the-dragon Cool Shit: Realtime Global Cyber Attack Map https://threatmap.checkpoint.com/

Season 1, Episode 13Mis-information, Dis-information, and Fake News. You are a product and target for all of it.Brady and I discuss Mis-information, Dis-information, and Fake News. We discuss what it is, how it is used, and we are all a product and target for all of it. We discuss ways to avoid deception which leads to a philosophical discussion about truth, morals, and ethics. Brady takes a moment on the couch discussing how understanding the matrix for what it is can affect you on a personal level.Links and Resources:Definitely NOT real NEWS, but FUN to read:The Onionhttps://www.theonion.com/The Weekly World Newshttps://weeklyworldnews.com/Mad Magazinehttps://www.madmagazine.com/Fight Disinformation with Fact Checking Sites:Snopes(almost everything including politics, history, science, and technology)https://www.snopes.com/Politifact(all about fact-checking political claims)https://www.politifact.com/FactCheck.org(political claims, rhetorics, deception, and lies)https://www.factcheck.org/fake-news/ProPublica(deep dive for hidden truth)https://www.propublica.org/OpenSecrets(politics)https://www.opensecrets.org/Washington Post Fact Checker(critical analysis to what politicians have said this week)https://www.washingtonpost.com/news/fact-checker/Full Fact(Fact-checking website focused on the UK and Europe)https://fullfact.org/and for most recenthttps://fullfact.org/latest/Alt News(fake claims and political misinformation in India)https://www.altnews.in/BOOM FactCheck(fact-checking website in India)https://www.boomlive.in/SM Hoax Slayer(fake information on social media platforms)https://smhoaxslayer.com/Reuters Fact Check(international news fact checking)https://www.reuters.com/fact-checkPicks of the Week:Brady's PicksTobii Pro: Optimizing User Experience and Advertising Research with Eye Trackinghttps://youtu.be/ConsSlIf6n4Hotjar: Website Heatmaps & Behavior Analytics Toolshttps://www.hotjar.com/Robert's Pick:House of the Dragon: The Game of Thrones prequelhttps://www.hbo.com/house-of-the-dragonCool Shit:Realtime Global Cyber Attack Maphttps://threatmap.checkpoint.com/ Hosted on Acast. See acast.com/privacy for more information.

My guest today is Professor Jenni Romaniuk. Jenni is Associate Director of the world famous Ehrenberg Bass Institute of the University of South Australia. She is a Research Professor and author of two very influential books “How Brands Grow Part 2” and “Building distinctive Brand Assets and one of the leading researchers on brand equity, advertising effectiveness, distinctive brand assets, word of mouth, loyalty and brand growth. She pioneered Mental Availability measurement and metrics. Jenni was the Executive Editor of the Journal of Advertising Research and now sits on the journal's Senior Advisory Board. Among other topics, we discuss: - why "brand love" is a myth - why most loyalty programs don´t work and may even be detrimental for your brand - how brands grow - how we take on different personas in different parts of our lives and how that shapes our buying behaviour - how much of marketing is timing - how the idea of "love brands" is just the ad industry flattering itself too much - what the purpose of distinctiveness really is - the seven costly sins of brand identity

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks with the Founder of https://www.iresearch.com/ (iResearch) and Author of Getting to Aha!: Why Today's Insights Are Tomorrow's Facts, Darshan Mehta. Darshan explains that quantitative and qualitative data and surveys allow for better results. This is because you are gathering data rather than blindly trying to find the right decision. Surveys are a typical way for research data to be collected. Darshan explains that many people enjoy giving feedback to be a part of making a change in something.  Darshan explains how conversations allow for better opportunities and insights that could differentiate a business from others in its field. An important aspect is that people are buying an experience rather than just the product nowadays. Darshan explains that critical feedback is a good thing as it can help you improve your business. Focus groups and conversations are good starting points before making surveys to help make them more detailed. Darshan explains that you can get in contact through the form on his website or by emailing him directly.  .  Key Notes: Darshan's methods to providing market research services Why these methods of market research give an individual the advantage over others Why surveys are not problematic for data collection How entrepreneurs can ask better questions for feedback The premise of Darshan's book How conversations lead to competitive advantages Why critical comments are good things   About Darshan Mehta Darshan Mehta is the founder and CEO ofhttp://www.iresearch.com/ ( iResearch) – an online insights platform that enables companies to quickly, easily and affordably extract insights from consumers or employees worldwide, and ConnectQik.com – an app for instant connections and engaging interactions. He has more than twenty-five years of branding, marketing, insight strategy, and technology experience. In 1998, he pioneered a variety of digital methodologies, including online focus groups and surveys. His experience in branding, insights, and management consulting for numerous domestic and international clients guides Mr. Mehta's strategic capabilities. Mr. Mehta has been published in trade publications such as the Journal of Advertising Research, Quirks and Survey magazine and has traveled to more than 60 countries. Forbes Magazine recently featured Mr. Mehta has one of 9 CMOs to watch. In addition to his roles at iResearch and ConnectQik, Mr. Mehta has taught at The George Washington University in Washington D.C., at the University of Gothenburg in Sweden, at Thammasat University in Thailand, at Sciences Po in France and the Franklin University in Switzerland. Mr. Mehta has also authored a book called ‘Getting to Aha! – Why Today's Insights are Tomorrow's Facts', which explores the nature of insights: what they are, how to uncover them, and how to use them to drive innovation and audience engagement.   Want to learn more? Check out the iResearch website at https://www.iresearch.com/ (https://www.iresearch.com/). Check out iResearch on LinkedIn at https://www.linkedin.com/company/iresearch-com/ (https://www.linkedin.com/company/iresearch-com/). Check out Darshan Mehta on LinkedIn at https://www.linkedin.com/in/darshan--mehta/ (https://www.linkedin.com/in/darshan--mehta/). Check out Darshan Mehta's book Getting to Aha!: Why Today's Insights Are Tomorrow's Facts at https://www.amazon.com/gp/product/B09HYP6CZ1/ref=dbs_a_def_rwt_bibl_vppi_i0 (https://www.amazon.com/gp/product/B09HYP6CZ1/ref=dbs_a_def_rwt_bibl_vppi_i0)   Don't forget to subscribe to The Thoughtful Entrepreneur and thank you for listening. Tune in next time! More from UpMyInfluence: ️  We are actively booking guests for our The Thoughtful Entrepreneur.https://upmyinfluence.com/guest ( Schedule HERE). Are you a 6-figure consultant? I've got high-level intros for...

Have you ever wondered how advertisers know if their brand initiatives are working correctly? I am a huge proponent of data and Jeff Vidler, Founder of Signal Hill Insights is helping podcasts and advertisers measure their efforts with brand lift studies, surveys, and more.    “One thing we do have with podcasting is we have digital data that gives us census level data as a baseline that we can use and work from that and really give advertisers a chance to see how the mediums working.”   Jeff is able to work closely with other companies, such as Triton Digital, to blend survey and census data together to get a clearer picture of who is listening.    “You've got apps, like Spotify, that will give you demographics, but that's filtered through who uses those apps. It's not necessarily a reflection of their entire audience. There are household graphs that you can get, but IP addresses are not personal. So we think that surveys are an important step toward getting demographics into podcasts measurement.    To connect with Jeff, reach out to him at jeff@signalhillinsights.com or visit their website: https://signalhillinsights.com/   If you get value from the content, please consider subscribing and leaving a review! You can also follow us on social Twitter - @truenativemedia Instagram - @truenativemedia YouTube - True Native Media LinkedIn - https://www.linkedin.com/in/podcastadvertising/

Scott was the magazine industry's leading researcher, having led research at both Time Warner and Condé Naste.  In this episode he shares stories from the golden age of magazines - with important lessons for the future (particularly around the importance of 'context' which magazines did best).  He also discusses the ARF and its future direction.  Another episode you won't want to miss! 

In today's podcast, we are talking with a returning guest, Andrew Lipsman, about the Insider Intelligence report he authored entitled Retail Media Networks Perception Benchmark 2022. This report was launched in March 2022 and was designed to get an expansive view across retail media networks and ensure different types and categories of them are taken into account. Make sure you tune in to find out more! Andrew Lipsman is a Principal Analyst at Insider Intelligence, focusing on retail and ecommerce. Recent coverage includes grocery ecommerce, retail media networks, D2C brands, social commerce, holiday shopping, and Amazon Prime Day. Previously, Andrew was SVP of Marketing & Insights at comScore. He has been a regular contributor to the Journal of Advertising Research and is frequently quoted by leading news organizations including the New York Times, Wall Street Journal, and Advertising Age. Andrew is the author of the Insider Intelligence report, Retail Media Networks Perception Benchmark 2022, which launched in March 2022.

In today's podcast, we are talking with Andrew Lipsman about the Amazon Advertising 2021 report recently published by Insider Intelligence. We talk about the changes, trends and strategies in advertising on Amazon as well as how customers and brands react to it.  Make sure you tune in to find out! Andrew Lipsman is a Principal Analyst at Insider Intelligence, focusing on retail and ecommerce. Recent coverage includes grocery ecommerce, retail media networks, D2C brands, social commerce, holiday shopping, and Amazon Prime Day. Previously, Andrew was SVP of Marketing & Insights at comScore. He has been a regular contributor to the Journal of Advertising Research and is frequently quoted by leading news organizations including the New York Times, Wall Street Journal, and Advertising Age.

“I live alone in a forest of likes,” a telling Instagram quote about the media context for brands in Emmanuel Probst's best-selling book, “Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning.”Emmanuel is like a physician for brands. I couldn't get enough of his ideas in our talk and we continued our conversation long after the podcast ended. Emmanuel began his research career humbly and has become one of the most trusted advisors for growing brands. Today he is Global Lead: Brand Thought Leadership for Brand Tracking at Ipsos. He is also a contributor to Forbes and Media Post, a reviewer for the Journal of Advertising Research and adjunct faculty at UCLA Extension.We dive deep into why and how brands must create meaning with consumers. We also discuss the power of nostalgia in branding and the appeal of Pink Floyd and Brittany Spears as a student learning English.

Orlando Wood is Chief Innovation Officer of System1 Group and Honorary Fellow of the Institute of Practitioners in Advertising. He is also a member of the IPA's Effectiveness Leadership Group. Author of Lemon (IPA, 2019), co-author of System1, Unlocking Profitable Growth (2017), his research on advertising effectiveness draws on psychology and a study of the creative arts.Orlando's work has influenced thinking and practice in the research, marketing, and advertising, winning him awards from the ARF (Great Minds Distinction Award), the AMA (4 under 40), Jay Chiat (Gold Award for Research Innovation), ISBA (Ad Effectiveness Award), MRS (Best Paper and Research Effectiveness Awards) and ESOMAR (Best Methodology).Orlando led the IPA's Creativity and Effectiveness research for Effectiveness Week in 2018, 2019 and 2020. He has repeatedly worked with Peter Field and the IPA's DataBank to demonstrate the long and broad effects achieved by emotional advertising, including the performance of fluent devices, a term he coined.Orlando is a frequent conference speaker and has been published in The Journal of Advertising Research, Admap, and Market Leader.What we covered in this episode: Why digital disruption means we need to start ‘looking out' His last book was a Lemon but it did rather well How Prof Iain McGilchrist inspired Orlando What history can tell us about what is happening today How understanding the brain helps us capture & sustain attention The left brain argument for right brain creativity How our culture lost its vitality The separation of writing a book during lockdown Orlando reads his own introduction to the book Its rude to stare. How the stare has been used throughout history How advertising is starting to reflect art from periods of disruption & conflict Fake news isn't new. How the printing press created a publishing revolution How the industrial revolution created a loss of community The rapid rise of anxiety and the loss of humour The different modes of attention and why they matter Why we can't see the wood for the trees We watch what interests us and sometimes that's advertising How emotion orientates our attention, encodes in memory & aids decision making The role of digital to support brand building ‘broad beam' advertising Why brand building becomes more important for online businesses How emotion drives more viewing of advertising in digital environments The trap of using digital style ‘narrow beam' advertising on TV What features in advertising holds attention and drives business effects The swordfish strangler called Wilford. Why uniqueness creates believability. Yorkshire Tea and creating connections Poking fun at rigidity and the serious case for humour  What's too silly to be said can be sung How colour grading can change our mood and how effective an Ad will be The pandemic and why we need a right-brained reaction The story of a dog and cone and the inspiration for this book Look Out for the book o Amazon and via the IPA's website

Nicole is an advertising and media researcher with a particular interest in how to design effective advertising content.Her expertise spans advertising measurement, management and decision making, distinctive brand assets, brand performance metrics and consumer behaviour. She has published in international journals including the Journal of Advertising, Journal of Advertising Research, and the European Journal of Marketing. Nicole also has extensive experience conducting research projects for the Institute's sponsors across industries and markets, and regularly presents seminars and workshops on various marketing topics.What we covered in this episode: Why Marketers are not good judges of advertising Marketing departments are not better than a coin toss Intermediate campaign variables don't often correlate to sales Why experience doesn't make you any better at spotting winners The importance of distinctive assets Why characters are a dying art form Why we all need to be a little more Churchill The case for not changing the creative What happens when brands stop advertising Alcohol, babies, pet food & Pandemics Why scale matters when you go dark How your trajectory determines how bad going dark will be What to do when you manage a portfolio and have to cut spend The long term consequence of going dark Why you need a range of distinctive assets to aid memory The power of blackcurrants as a Ribena distinctive asset Why the high turnover of brand managers is bad for effectiveness Why How Brands Grow is the one book every marketer should have Quiet behind the scenes discipline is what matters when everything changes The comfort of familiarity when it comes to memory Building your business around what doesn't change Are you measuring what really matters Organisations suffer from short term memory and short datasets Learning from success and failures over a long time series Why the insight department need to start letting go Winning the Boardroom battle with data

“A lot of the assumptions we make are bad assumptions.” When it comes to making assumptions, sometimes we marketers can't help ourselves. To avoid this, we need to ensure that we have a good mix of both quantitive and qualitative research. Dr. Duane Varan is a leader in the field of qualitative research and was my guest this week on the On Brand podcast. About Duane Varan Dr. Duane Varan is CEO of both MediaScience and HarkConnect. He is the recipient of numerous awards including the Australian Prime Minister's Award for University Teacher of the Year, and is a global pioneer in developing new methodologies for the study of audience behavior. MediaScience is a leader in lab-based audience research counting almost every major US television network, social media platform and many global brands as clients. HarkConnect is the world's most advanced qualitative research platform. Although Dr. Varan is now based in industry, he continues to contribute to academic journals. In fact, in four of the past six years, his work was voted as Best Paper of the year or runner up for Best Paper by the Journal of Advertising Research. Episode Highlights “Qualitative gives us space to explore.” I kicked off our conversation by asking Duane what makes qualitative research different. He also cautioned against the stigma that it's not as serious as quantitative. “That's a mistake.” How is HarkConnect different when it comes to qualitative research? “We have a direct measure of emotion vs. what people are telling us,” Duane said, as he shared how the technology works. A balanced diet of metrics. I couldn't resist being a little punny ... Duane stressed that there are actually three data sets that should be in your diet—qualitative research, quantitative research, and your performance metrics. What brand has made Duane smile recently? M&Ms! “I smile every time I see the characters.” To learn more about Duane, check out the websites for HarkConnect and Media Science. As We Wrap … Did you hear something you liked on this episode or another? Do you have a question you'd like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show. On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more. Subscribe to the podcast – You can subscribe to the show via Apple Podcasts, Spotify, Google Play, Stitcher, TuneIn, and RSS. Rate and review the show – If you like what you're hearing, head over to Apple Podcasts and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast. OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out. Until next week, I'll see you on the Internet!

Darshan Mehta is the CEO and founder of iResearch, an online focus group platform that enables companies to quickly and affordably extract insights from consumers worldwide. Drawing from more than 20 years of marketing strategy and research design experience, Mehta is authoring a book, “Getting to Aha! Today's Insights Are Tomorrow's Facts,” to help business leaders understand and leverage changing consumer preferences. In addition to his role at iResearch, Mehta is an adjunct professor at universities in Thailand, Sweden, France, and the U.S. Through the course of his work, Mehta has traveled to more than 80 countries and been recognized in publications such as Forbes, Inc., the Journal of Advertising Research, and Quirk's. Highlights Who is Darshan Mehta? - 0:08 When we're creating a new product for our market or industry, or creating a new campaign, is it best for it to be within the organization to understand what the customers want and what the market wants and to come up with ideas thru internal brainstorming, or should we directly ask the market and see what they want? - 1:20 How can you proactively create strategies or ongoing touchpoints to know what the market is? - 4:11 The possibility of interviewing a thousand people. - 5:52 Branding is one of the best ways to differentiate. - 9:11 Defining your brand. - 11:24 Dealing with trends. - 13:05 Some of the things that are totally out of your control, they're gonna happen no matter what. But recognize that there's always an opportunity in any given situation. - 15:25 How can startups and brands right now prepare for what's coming? - 17:20 Episode Resources Connect with Raul Hernandez Ochoa https://www.linkedin.com/in/dogoodwork https://dogoodwork.io/work-with-raul https://dogoodwork.io/podcast Connect with Darshan Mehta https://iresearch.com/ https://www.linkedin.com/in/darshan--mehta https://www.connectqik.com/ 

Dr. Mathew Isaac provides a perspective on research as a creative process.Dr. Isaac joined the Marketing faculty of the Albers School of Business and Economics at Seattle University in 2011. His research focuses primarily on consumer judgment and decision-making, examining how contextual and motivational factors influence product evaluations and purchase intentions. His work has been published in a number of leading scientific journals, including Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, and Journal of Advertising Research, and widely featured in business and popular press, including Harvard Business Review, Time, Forbes, Financial Times, Wall Street Journal, The Atlantic, Men's Health, Women's Health, and Fast Company.Dr. Isaac obtained his Ph.D. in Marketing from the Kellogg School of Management at Northwestern University and his MBA, with concentrations in Finance and Strategic Management, from the University of Chicago Booth School of Business. Before entering academia, Dr. Isaac worked as a Consultant and Manager for Bain & Company and ZS Associates, where he advised media, healthcare, and private equity clients on issues related to sales and marketing.More information:Mathew S. Isaac (mathewisaac.com)Marketing Faculty - Marketing - Departments - Albers School of Business and Economics - Seattle Universityhttps://www.psychologytoday.com/us/contributors/mathew-s-isaac-phd"Creativity Without Frontiers" is now available at Unknown Origins Books and all relevant book retailers.Stay in touch:Web: https://www.unknownorigins.com/Twitter: Unknown Origins (@UnknownOrigins9) / TwitterInstagram: Unknown Origins (@unknownoriginsuo77)Facebook: https://www.facebook.com/Unknown-Origins-112791887004124LinkedIn: https://www.linkedin.com/company/unknown-origins/YouTube: Unknown Origins - YouTube Music composed and performed by Iain Mutch@ 2021, Unknown Origins. All rights reserved.Support the show (https://www.paypal.com/unknownorigins)

Matt Tullman is co-founder and CEO of Merchant Mechanics, and a founding partner at Bellwether Citizen Response. With over 25 years of experience in the consumer insights industry, Matt continues to pioneer the development and application of behavioral, implicit, and neuroscience research techniques that help brands better understand the subconscious emotional drivers of motivation and decision-making. His research has been published in prominent business publications and academic journals, including the Journal of Advertising Research, Forbes, and The Wall Street Journal.  In this episode, Matt discusses his latest article titled “How NOT To Fight Vaccine Hesitancy: Lessons from Brain Science (and Nancy Reagan)” and shares why the key to combating vaccine hesitancy is to appeal to the emotional side of vaccine objections. He also discusses why all the science in the world will not be enough to combat vaccine hesitancy, and what the focus should be on instead. You can find show notes and more information by clicking here: https://bit.ly/3vBGxcn

How does packaging design impact brand salience? Jenni Romaniuk is the International Director of the world-famous Ehrenberg-Bass Institute, and author of the books Building Distinctive Brand Assets and How Brands Grow: Part 2.In this episode, we discuss how to future-proof a brand's identity. We talked about the importance of building bridges between the different touchpoints where a brand is present. She also told me what are the biggest mistakes brands make when they try to be distinct.Jenni is a leading expert in brand equity, mental availability, brand health metrics, advertising effectiveness, distinctive assets, word of mouth, and the role of loyalty and growth. She has advised many of the world's biggest brands.Jenni's book, Building Distinctive Brand Assets, helps marketers to future-proof their brand's identity, and set up long-term strategies to build and protect their Distinctive Assets. She is also the lead author of How Brands Grow Part 2, published by Oxford University Press. This book includes new insights into emerging markets, services, durables, new and luxury brands.Jenni is a past Editor of the Journal of Advertising Research (2014-2016), and now sits on the Journal's Senior Advisory Board. Jenni was recently named one of the top 1% most influential advertising researchers.Jenni is an engaging and entertaining keynote speaker that has presented her research at leading industry conferences globally.Resources:Jenni RomaniukJenni Romaniuk LinkedInBuilding Distinctive Brand AssetsHow Brands Grow: Part 2Ehrenberg-Bass InstituteEhrenberg-Bass Institute TwitterFollow us:BRANDERMAN websiteBRANDERMAN InstagramHernán Braberman LinkedInMy packaging design agency TRIDIMAGEPACKNEW BlogSubscribe:Follow BRANDERMAN on your favourite Podcast App so you don't miss any of our upcoming episodes.Apple PodcastsSpotifyGoogle PodcastsOvercastIvoox

Level-Up Your Self-Publishing Business TODAY: ProWritingAid – https://dalelinks.com/prowritingaid Promotional Strategies for Books – https://dalelinks.com/promobook. Subscribe to Self-Publishing with Dale on YouTube at https://DaleLinks.com/YT and https://DaleLinks.com/YouTubePodcast. Join other like-minded and motivated self-publishers in the Self-Publishing Books Group. Learn, grow, and network with authors, freelancers and industry experts at https://DaleLinks.com/SPB. Remember to answer the 3 questions to gain entry. Get access to my go-to resource, Publisher Rocket. Confidently research profitable keywords & categories. And, easily select effective keywords for Amazon Advertising campaigns. For more details, visit https://dalelinks.com/PR.   FULL DISCLOSURE: Most outbound links financially compensate the podcast through affiliate programs or sponsorship deals. We only recommend products and services we've used and confidently stand behind. Using the links do not adversely affect your purchase price and greatly helps support the channel. Thank you for your understanding.

In this episode, John talks with Andrew Lipsman, Principal Analyst at eMarketer—a market research company that provides insights and trends related to digital marketing, media, and commerce. John and Andrew discuss where Amazon might be going next by talking over the insights from the year and how 2020 has shaped the future growth of the company.  Andrew Lipsman is a Principal Analyst at eMarketer, focusing on retail and eCommerce. Prior to eMarketer, Andrew was SVP of Marketing & Insights at comScore, overseeing the company's global marketing insights and thought leadership initiatives.  He has specialized in several coverage areas in addition to retail, including social media, mobile, digital advertising and cross-platform marketing. Andrew has been a regular contributor to the Journal of Advertising Research and is frequently quoted by leading news organizations such as the New York Times, Wall Street Journal, Advertising Age, CNN, Fortune, Reuters and Bloomberg.   Follow Andrew Lipsman on LinkedIn https://www.linkedin.com/in/andrew-lipsman-10b2162/ ----- Connect with John Ghiorso https://www.linkedin.com/in/johnlouisghiorso/ https://twitter.com/johnlghiorso?lang=en Connect with Orca Pacific https://orcapac.com/ https://www.linkedin.com/company/orcapacific/ https://twitter.com/OrcaPac https://www.youtube.com/channel/UCLTH5V_bukbATvfxkKCq7Sg

Corporations and large businesses have the finances to try out many promotional ideas before committing to the ones that work best. But as a startup or a small business, you're better off picking strategies that you know will pay off. Success and failure often comes down to how the marketing efforts are made, and marketing can be expensive. According to CB Insights, one of the main reasons startups fail is because they run out of money. Which is why picking the right strategies from the get-go can save you from becoming a relic of the past and take your business to new heights. We will outline effective strategies you should use to promote your business, even if you're strapped for cash. Use Flyers to Create Hype Flyers, both online and offline have been the go to advertisement tool for many businesses, especially those looking into the more traditional side of advertising. And for good reason too. According to a research study published in the Journal of Advertising Research in 2018, both print and online flyers have a similar effect on purchase behavior and memory. This means that e-flyers will work just as well as traditional flyers, minus the cost. Using flyers online is a great option as you save up greatly on printing and delivery costs and it's infinitely easier to just create your e-flyer, download and queue it up on social media. A free tool like PosterMyWall is what you need to get started with creating and publishing your e-flyer. It has a minimal learning curve and makes it easy to design your flyers the way you like them. You can find thousands of professional-looking templates that you can customize as you see fit and even add your own logo. You're designing flyers to promote your product or service, so some flyers are better at getting the word out than others. Here are a few things to keep in mind when designing your flyer: 1. Make them easy to read – use a maximum of two fonts 2. Separate the leaflets into heading and body copy 3. Have something interesting and relevant to say 4. Make sure the pictures, headlines and text align properly 5. Add a CTA, asking them to perform an action such as buy a product or read a blog post. Couple your flyers with an effective delivery system like emails or social media publishing and you've got the whole package. Become an Expert in Your Field Building a strong presence online is cost-effective and straightforward, but it's not easy. You need to reach your target audience, provide them with value and deliver essential information about your industry for them to consider you knowledgeable. Blogging is a solid start to build your name in the industry. Blogs allow you to produce high quality content and showcase your expertise, cementing your spot as an authority in your niche. The Hub does this well. They're a group of expert musicians, dedicated to providing all kinds of advice on music, such as how to check an instrument to what to look for when buying one. Such insight is beneficial for visitors, especially in the awareness stage. Businesses can capitalize on their expertise by producing such consumer-centric blogs, allowing them to experience more leads than before. If you haven't started your blog, it's not too late! Just head over to Squarespace to build a professional looking site in no time. They have a wide range of great looking templates and they have a template that's the right fit for your business. Not only will a blog help you gain traction and visibility as a brand, but it can also help you foster strong relationships with new and existing clients. Search engines like Yahoo, Google, and Bing are always looking for fresh and relevant content to index. When you post consistently to your business blog, you're giving them exactly what they need. Adding to that, once you have at least 21 blog posts added to your website, you can expect a lead generation increase of about 30%, according to Traffic Generation Café. B...

Dr. Todd Saxton, Associate Professor and Indiana Venture Faculty Fellow at the IU Kelley School of Business, is an award-winning professor of strategy and entrepreneurship. Todd has advised, helped launch, and invested in hundreds of startups spanning life sciences, software, sports, consumer products, and services. Todd serves on the board of multiple entrepreneurial ventures, including VisionTech Angel Partners, the largest angel investing group in Indiana, and Diagnotes, a venture- funded health IT firm he helped found. Todd co-founded the Indiana Chapter of SoPE in 2018, and took on the role of Vice President of Business Development for the Regenstrief Institute in 2019. Dr. M. Kim Saxton, Clinical Professor of Marketing at the IU Kelley School of Business, has over 30 years of marketing and market research experience, working with large corporations, startups and medium-sized businesses. Her research on market segmentation, branding, and venture ecosystems has received national recognition. Kim has won numerous school-wide teaching awards including the President's Award for Teaching Excellence for all of the IU system. Currently, she is an Associate Editor on the Journal of Advertising Research. Kim has co-founded several startups including Diagnotes, a healthcare IT firm. Kim is also an active angel investor and advisor to high-potential startups. She is a member of the advisory board for PERQ and The Startup Ladies. Links for the book: Book itself – www.titaniceffect.com Special page for your listeners – www.titaniceffect/entrepreneurs-mba Learn more about your ad choices. Visit megaphone.fm/adchoices

Rustin Kretz, CEO of Scorpion, and Daylen Farkas, Vice President of Advertising Research, continue their conversation about how artificial intelligence and machine learning are helping home services business owners win customers and discover a return on their marketing. Successful home services businesses are spending their money wisely by relying on machine learning. However, it takes going above and beyond the numbers to have a healthy company in the long-term. While machine learning and SAM® are part of that, it's the intangibles like answering the phone and going above and beyond for customers that sets companies apart. For example, Rustin and Daylen share how at the end of the day, your customers don't know that your home services company is analyzing data about them in order to make decisions. They just know they're receiving a great customer experience from you. Beyond the Lead Scorpion's Advertising Machine, SAM, uses the data collected from various marketing platforms to take your leads to the next level. Rustin and Daylen emphasize that it's not about the number of leads, but rather the quality and if they are actually converting to sales and impacting your ROI. “Don't focus on the leads, focus on what drives revenue, because that's going to grow your business.” Predicting With Data With SAM, Scorpion is able to predict what the average close rate is for any plumber or home services business across the country. From these predictive analytics, you can look at your home services business performance and compare and contrast. Looking at your unique numbers against those of your competition allows you to see where you might be able to improve or step it up from a customer experience standpoint or services offered perspective. Rustin and Daylen also highlight how important it is to make sure your advertising is evolving and changing to stay ahead of your competition. “When you actually compare digital media buys, like actual digital advertising against traditional media, digital media is up by about 20 percent over the last year.” Social media platforms and digital entertainment services like Hulu and Sling TV are the new frontiers. Where phone book ads and TV and radio commercials used to connect you with your customer, today it's important to stay relevant on these new platforms. If you can establish yourself early on a new platform where your customers spend time, you can build brand trust and recognition. Follow the Customer Rustin and Daylen explain how SAM makes it easier for your home services business to show up where your customers are. “We own our own website platform. Most people outsource their websites… so not only do we have analytics around what do they search for, when do they search for, what were they using, what was the device, how long do they spend on the site, we know what they click on what they scroll on, what interested them, did they watch a video, etc.” Having all of this data to build predictive analytics about your marketing performance and customer behavior in one, streamlined, integrated system, helps you make informed business decisions. There are so many options for where you can be spending your marketing budget, and it's important to put your dollars where it will actually pay off.

Rustin Kretz, CEO of Scorpion, and Daylen Farkas, Vice President of Advertising Research, share how artificial intelligence and machine learning are helping home services business owners win customers and discover a return on their marketing. In today's world, technology and the data it commands and collects has made on-demand television and movies, driverless cars, Alexa, and Uber, commonplace. However, many home services business owners are not leveraging it for their marketing. Data and Marketing Rustin and Daylen highlight how using predictive analytics can help you make better decisions for your business. Predictive analytics allow you to see where the market is going. “We're looking at all of these different things because we want to make sure that when we have a budget and we're trying to go after customers in a certain place, that we're putting them in front of the best opportunity.” Predictive analytics is a lot like studying history. By studying the clicks associated with your business and target market to analyze where they came from and if they became a sale or not, you are able to predict how to advertise at a more efficient rate. Predictive Analytics and Purpose Home services businesses that utilize predictive analytics are able to reach their goals and fulfill their purpose. “Predictive is what we use today to say ‘What is the market going to look like or generate based on what we know? And what's the best way to spend your money based on what we know?' And then the after part is once we run it, ‘What are we doing to constantly optimize it to what works for you?'” Because the home services industry is constantly changing and evolving, the data you're using to make decisions should be too. Having a streamlined system that tracks trends in your market and helps you stay ahead of your competition is key for making informed decisions about your advertising. Solving Problems Rustin and Daylen share how they see businesses wasting money marketing to customers who are not interested in their product because they don't have the tools or a system to help them make smarter decisions. “Every plumber, every HVAC guy, they've got different priorities… and you can't just come out with a cookie-cutter template and expect that to work for everybody, because it doesn't.” In order to help shape and mold strategies around your home services business's goals, Scorpion creates a unique plan supported by predictive analytics. This plan allows you to look back and find trends in your market to capitalize on or learn from, and areas where you can take advantage of more opportunities. SAM®: Scorpion Advertising Machine “This is basically the system that powers all the intelligence behind our advertising… it's dedicated to basically looking at modeling data so we can have the best results possible.” Rustin and Daylen explain how Scorpion's SAM helps home services businesses stop losing money and spend it effectively by using data to make good decisions. For example, when it comes to leads, it's important to know: When they connected. Where/what platform they searched on. Who they are/what their demographic is. How to reach them. As the market and ads only become more competitive in the home services industry, it's important to make sure you're spending your marketing budget efficiently. Local Services Ads (LSAs) are taking up valuable real estate at the top of Google search, and your home services business might be missing leads if you're trying for a top spot with only SEO. Stay tuned for more marketing wisdom next week on part 2 with Rustin and Daylen!

Dr. Kim Saxton has over 30 years of marketing and market research experience, working with large corporations, startups and medium-sized businesses. Currently, she teaches marketing at Indiana University's Kelley School of Business. Her research on market segmentation, branding, and venture ecosystems has received national recognition. Kim is also an active angel investor and advisor to high-potential startups. She is a member of the advisory board of The Startup Ladies and PERQ. She also serves as an Associate Editor for the Journal of Advertising Research.

The seventh episode of Stories of Market Research is your very own ad testing podcast episode! We delve into advertising research practice and describe some of the reasons why organizations test their ads, recent changes to the media landscape and how the practice has changed over the years. We also speak to some of the […]

Human-centered Design requires learning people's real needs. It means moving past assumptions and engaging with people to better understand their experiences. Some of the most powerful tools in the Human-centered Design process are ethnographic interviews and other types of ethnographic research. This episode explains what these tools are and how to use them to help you gain a deeper understanding of their real needs. The results will be increased creativity and innovation. What You'll Learn What ethnographic research means in the context of design and creativity 4 types of ethnographic tools that are helpful for solving problems creatively Tips and advice for conducting ethnographic research such as interviews, walk-a-mile, contextual inquiry, and observation. Resources IDEO.org Suri, J.F. & Howard, S.G. (2006).Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design. Journal of Advertising Research. IDEO's Design Kit Course Weekly Challenge Practice doing at least one ethnographic interview this week.

After 31 years on the marketing faculty – nine as chair – Bill Danko achieved emeritus status in 2007 at the School of Business, State University of New York at Albany. During his tenure, he studied consumer behavior, and in particular the topic of wealth formation. He is the co-author of The Millionaire Next Door, a research-based book about wealth in America that has been ranked as a bestseller by The New York Times for more than three years. His academic publications have appeared in the Journal of Consumer Research, Journal of Business Research, Journal of Advertising Research, and other leading journals. Dr. Danko earned his Ph.D. at Rensselaer Polytechnic Institute's (RPI) Lally School of Management and Technology in 1983. “In recognition of conspicuous attainments and service in collegiate activities,” Professor Danko was inducted into the Omicron Delta Kappa society in 2005. He resides in upstate New York with his wife, and is the father of three adult children, none of whom ask him for money. Bill's latest book, "Richer Than A Millionaire, A Pathway to True Prosperity" was co-written with Richard J. Van Ness. To find out more about Bill please visit https://www.albany.edu/~danko/.