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tag: research

February 7th, 2017

Robin Donovan

Marketers Taking a Deep Dive into Pseudo-Intellectual Jargon

As marketers, our ability to understand how people think is critical. It always has been. The jargon we sometimes employ to describe these varying thoughts is not. Read More

December 4th, 2008

Kim Mickelsen

To Roll or Not to Roll


A major building products manufacturer faced a tricky question: Which product form and which packaging of that form should be sold in home centers when the product is sold to two very different groups: Do-It-Yourselfers and professional installers?
Understanding their preferences would drive manufacturing plant usage and capacity issues, as well as marketing and promotions. We developed and conducted a nationwide online study consisting of consumers and pros. Respondents were encouraged to participate through a sweepstakes offering home center gift cards as prizes. Read More