Companies stand to gain important competitive insights simply by taking the time to explore the full panoply of tools available online. The best part? Most of these tools are free and easy to use. Let’s say you make unique women’s tennis apparel (because I see this as a real need) and you want to improve… Continue reading How to Gain a Competitive Advantage
Mutual trust is the cornerstone of a successful agency-client relationship, and key to creating great work. Clients bring unparalleled industry knowledge, while agencies excel at bringing campaigns to life. Trusting each other’s expertise, listening, and asking productive questions can mean the difference between a good campaign and a great one. When it comes time to… Continue reading Judging the Work
How can we know that lasting change has been achieved by a campaign? Time, continual market research and again, time. By their very nature, behavior change campaigns typically span a long period of time because changing a person’s habits in an enduring way requires years not weeks. Market research not only provides a benchmark when… Continue reading Driving Behavior Change
If you are like most marketers, you lose sleep thinking about the various ways your campaign could run amok, blow up or otherwise fail. Let’s face it, the list of reasons things could go wrong is nightmarishly long: wrong files delivered to media outlets, talent not showing up on time, legal team nixing the product… Continue reading Three Ways to Test a Campaign
When the Colorado Department of Transportation saw that motorcycle fatalities were on the rise, they knew something had to be done. Accident data pointed to the fact that many fatalities might have been avoided if the riders had been wearing helmets. And yet we are in a state where helmets are not required by law!… Continue reading Demographics and Dive Bars
Increasingly, advertisers are realizing the need to shift gears to attract and cultivate relationships with a new breed of consumer: the digital native. One client recently lamented, “We have always been a manufacturing company who made a great product. It used to be that we advertised the product to the right people and that was… Continue reading Getting from What to Why
Hi there and welcome to View from the Robin’s Nest! My passion for market research–and especially the application of it–comes from a quarter century in marketing, advertising and other communications disciplines. Beginning in medical market research, my work experience has spanned many industries from enterprise software to financial services, outdoor/sports, entertainment and beyond. It’s all… Continue reading Hello World!