UPDATE: After initial publication of this post, McKinsey & Company published research findings that support the arguments in this post. According to McKinsey, 36% of consumers have tried a new brand during the pandemic, and...
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What Your Tracking Study Should Measure About Your Customers
Your tracking study should measure whether customers are more or less likely to buy your company’s products or services, and should help you identify the strategies and tactics that give your market spend maximum efficiency.
Can You Measure a Longitudinal Variable in a Cross-Sectional Survey?
Survey research can be classified into two categories, according to the time period being studied. Cross-sectional surveys take measurements at a single point in time. Longitudinal surveys take measurements at multiple points in time. These...
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Three Questions to Ask Before Introducing a Brand Extension
Many companies seek to capitalize on profitable brands and exploit their brand equity by introducing brand extensions, which are new products introduced under an existing brand name
Is Your Country Brand Name Expansionist or Isolationist?
Many companies identify their country of origin in their brand name. American Airlines, U.S. Steel, and Bank of America are just a few examples. But, does having the word “America” in a brand name help...
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