As a rule, people want to portray the best versions of themselves – even when it is not completely truthful. In behavioral economics, we call this social desirability bias: a […]
The Cherry and the Sundae – A Recipe for Customer Experience
“Did you see the cup?” asked my wife as we circled the Subaru Outback that magically had landed in our driveway. Did I see it? It was the first thing […]
The Challenge Of Marketing A Pharmaceutical Drug In A Price-Sensitive Environment
“How much does it cost?” Often one of the first questions that come to mind for pharma customers (right behind, “Does it work?”), and a good indicator of the pharma […]
Brands to Watch in 2019
At Joe Smith (the brand consultancy of Padilla), we’re all about helping brands make meaning. So to kick off 2019, we’ve taken stock of brands that excel at making meaning […]
Use Research to Avoid These 3 New Product Pitfalls
Each year, roughly 80 percent of new products entering the market fail. How can this number be so high? And what can you do to prevent failure? At SMS Research […]
Who Won Black Friday 2018? Trees, TVs and Library Freebies.
Whether you’re the gleeful subject of every targeted sale ad or a staunch believer in minimalism, the Thanksgiving holiday and subsequent shopping days provide a chance to vote with our […]
Brands create expectations. Experiences reinforce them. (Part 2)
Last week in Part 1, we looked at how brands help people make decisions. They first create expectations around offerings, quality, price, service, and more. Then they deliver experiences that […]
Brands create expectations. Experiences reinforce them. (Part 1)
Think about the last time you came across a new or unfamiliar brand. Likely the flash of an unrecognizable logo, a billboard, a banner ad, or a storefront. You start […]
From Divisiveness Comes Togetherness
Remember what it was like to read the day’s headlines without experiencing a surge of shock, shame or rage? Me neither. It must have been so … inspiring. That sense […]
Know Your Audience: How Market Research Can Help You Know What to Say and Where to Say It
When I sit down with a new client, the conversation inevitably centers around a common question: What is the best way to reach my target customer? In technical terms, we […]