8 Things Brands Need to Know about Millennials and their Health

Kat Lerman

Understanding Millennials’ unique challenges, needs, and priorities are essential, not just for healthcare brands, but — in a broader, more economically competitive health and wellness landscape — for a wide range of companies.MORE…

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Why Relationship Matters in a Mobile World

Kat Lerman

Mobile is no longer the future; it’s the present. Marketers and researchers need to start fitting how they engage with and understand consumers into this new mobile reality. Truly embracing a mobile-first mindset means shifting your priorities and your perceptions …MORE…

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Don’t Be Creepy, and Other Ways to Make Data-Driven Marketing Effective

Kat Lerman

This article originally appeared in Re/code. Back in 2004, “The Polar Express” sounded like a sure-fire holiday hit: A big-screen version of a beloved children’s book, brought to life through cutting-edge live-action performance capture. But the movie flopped. During the …MORE…

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Beyond the Bull’s-Eye: Building Meaningful Relationships in the Age of Big Data

Kat Lerman

The following is the Author’s Note from the recently published report Beyond the Bull’s-Eye: Building Meaningful Relationships in the Age of Big Data that helps companies better inform their personalized marketing efforts and the ways in which they gather, use, …MORE…

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Go Sell Yourself: Adventures on the Open Data Market

Kat Lerman

Consumers leave a lengthy digital trail behind them as they go about their ever-more-connected lives. The problem is that so much of this rich data is currently held by large corporations like Facebook and Google, and not accessible to those …MORE…

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Shock and Ah-ha!: Embracing the power of surprise to move people

Kat Lerman

Communispace uses various humanistic and collaborative methods to uncover the emotional drivers and motivations behind consumer behavior. Among the most powerful of these emotions is surprise. MORE…

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Walls Fall Down: Opportunity and Risk in China

Kat Lerman

The vast Chinese market, like its culture, is marked by duality: a tempting blend of opportunity and risk. We feel this tension, not just in our own business, but across the market research space. Brands are looking to maximize engagement across a …MORE…

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The Ramifications of Yes: How consumer-driven insight can help minimize risk

Kat Lerman

You might have noticed Toshiba’s new TV campaign, “The Ramification of Yes” – you know, the one with the zombies. Those zombies aren’t actually real (are any?), but rather a figment of one Toshiba executive’s imagination, as he ponders the consequences of a high-pressure, go/no-go decision. MORE…

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The Great Technology Debate: Where Do You Stand?

Kat Lerman

At the end of a long day, sometimes all you want to do is go home, flip on your entertainment medium of choice and completely detach from anything work-related. With one of my recent projects, though, it wasn’t so easy. As part of Communispace’s upcoming research study, Tech Fast Forward, conducted in partnership with Ogilvy Chicago, I spent time last year hearing from parents in our communities about whether technology is helping or hurting their lives and families. And once I started paying attention, I suddenly found I couldn’t escape this topic…MORE…

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Label-Making and the Myth of Market Segmentation

Kat Lerman

A couple of years ago, in an effort to curb use of disposables around the office, venerable Communispace office manager Janet Toole decided to give everyone in the company a mug and water bottle bearing our logo. Label-makers were provided around the office so we could identify our wares. During a meeting a few months later, I happened to notice that the label on fellow blogger Pete Chapin’s mug was strikingly similar to the one that I—in an admittedly unauthorized use of company supplies (sorry, Janet!)—had recently affixed to my monitor (see picture, below).MORE…

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