category: learn

learn about next-generation market research methodologies, tactics, and findings

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

Kat L.

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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Real Women, Real Collaboration: How Ladies’ Home Journal Transformed Print Media

Manila A.

The story of how Ladies’ Home Journal re-imagined, not just what the brand could be, but how print media itself could be co-created with readers.MORE…

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Maligned but Motivated: A Day in the Life of a Mobile Millennial

Julie W.S.

“Why do millennials have such a bad reputation?” a millennial plaintively asked in a recent mobile ethnography project that we ran on behalf of the Advertising Research Foundation for the Re:think 2013 conference just winding up. “I just read another …MORE…

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Feeling Better? How Emotional Insight Drives Innovation

Julie W.S.

Flu season notwithstanding, we all know how to feel well. As human beings with limbic systems, we generate and manage an abundance of feelings during every waking moment and while we’re asleep. But as marketers and researchers, our challenge is …MORE…

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Walls Fall Down: Opportunity and Risk in China

Kat L.

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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Getting Back at Bullying

Kristen F.

You’re a waste of space. You’re fat, stupid and ugly. Everybody hates you. Have I gotten your attention yet? These probably aren’t things you hear on a daily basis. (I certainly hope not!) But kids today are hearing these terrible …MORE…

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The Language of the Heart: Telling stories that are emotionally accurate and immediately actionable

Julie W.S.

Some clichés are so over-used that we tend to lose sight of their meaning. But it really is true that, “A picture is worth a thousand words,” and not just because people are too busy to read anymore. Pictures are so valuable …MORE…

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