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Consider, for a moment, that it were possible to precisely judge the effectiveness of a marketing campaign. Would that give you a competitive edge? When I was a director of advertising, seeing an agency’s creative proposals for the first time was one of the best parts of the marketing process. Closely followed by one of […]

Although focus group research has many advantages, as with all research methods there are limitations. Even with the “right” participants, a good environment, and a trained moderator, the eventual success of focus group research in providing useful actionable, insights is fully dependent on the analysis method used to decipher the session. In the past this […]

So specifically what are values? Values are the distinctive and subjective judgements that convey our beliefs about what is right, wrong, good, bad, happy, sad or desirable or undesirable. Values can be defined as “trans-situational goals that serve as guiding principles in the life of a person or group” said Shalom Schwartz the Psychology PhD, […]

Psychographic research and marketing is based on how the mind of the consumer works. Psychographic research attempts to diagnose characteristics of consumers that can affect their reaction to various products, services, advertising, marketing and promotional communication. Yet, unlike regular focus group research it has the objective of gathering insights about the values, beliefs, attitudes and […]

Psychographic research and advertising is based on the mind of the consumer and how they think. Psychographic research attempts to identify characteristics of consumers that may affect their reaction to various products, services, advertising, marketing and promotional messages. Yet, unlike traditional focus group research it has the objective of gathering insights about the values, beliefs, […]