Consumer insights

What can healthcare brands learn from Google Home, A&W and Leon’s? A lot, it turns out. In this article series, I take apart three campaigns and put them back together from our industry perspective so you won’t have to say “We can’t do that in pharma!” Part 1 examines the product placement magic of Google Home’s marketing.

No one wants to be a cliche. These 3 strategies will help you develop your approach to fit the message you want to send and your tools to fit the experience you want to provide…not the other way around.

It’s every brand manager’s job to understand the market, and when we’re lucky we get to do primary research with our customers. This checklist of open-ended customer insight questions keeps the focus on feelings, experiences and values, while getting the necessary intel about competition and product performance.

Kids say the darndest things — and sometimes their simple lessons can be applied to our jobs. Market research is one example. This post grew from a conversation I had with SYFT Inc’s Chris Doherty and Jason Galindo when we were working together on a custom market research project for a client. Talk turned to kids — and we came up with our “ask three more” technique. Here’s how it works.