Sometimes less is more when it comes to testing products and a simple solution can be what works best to understand a complex objective.

A recent New York Times article reported on a study that compared what respondents said about their earnings versus what their employers told the Internal Revenue Service in tax filings. What did they find? In opposite-sex marriages in which women earned more, women said that they earned less than they actually did and their husbands said they earned more than they did.

Like the marathon runner who failed to properly prepare for the long-distance haul, brands often train more for the shorter sprint. Multicultural marketing is a feat that takes a marathon commitment.

Over the past decade, the beer industry has gone through a dramatic shift as craft beer has gobbled up market share at the expense of macro brands. While the craft beer scene provides the most convenient example of evolving consumer tastes, many other ca...

One of the most dreaded tasks for a market researcher is the prospect of having to break bad news to a client and their invested stakeholders. For a good researcher, this goes along with the territory.

What does the idea of ‘recoding culture’ mean for us as researchers and marketers? We should consider tweaking the way we think about a few different things.

The expression of beauty through hairstyles has been a long-standing signature of Black culture. To help in understanding the emotional significance hair has on Black culture and identity, one doesn’t have to look too far within our Black communities to...