intermarket A relevant contribution to the success of a product In a context in which consumers have a wide variety of products within their reach, easy access to information and share their experiences, the decisions made about products acquire special relevance. The best marketing strategy might not be enough to mask a bad product. Product tests … Read more
As researchers we have a “toolbox” full of options to tackle the projects we work on. This “box” is fed from multiple sources, among others: Theories from multiple disciplines, where psychology plays a crucial role Research techniques and tools, associated with specific disciplines or theories Our experience in other research projects The working premise that … Read more
The brand name is a critical marketing variable in virtually every product category. A correct name can add real long-term value to your brand, as it can bring benefits such as: Highlight (distinction and rapid identification of the product/service) Differentiation (vs. competitive brands) Memorability Positive meanings Empathy and appeal for consumers Character and personality that … Read more
Brand personality is one of the pillars in the constitution of a brand identity. It is a set of human characteristics associated with a brand that includes not only personality traits but also sociodemographic data, physical appearance and lifestyle Just like us – humans – personality is what allows a brand to obtain a space … Read more
