Product Test

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

The projective and the online in qualitative marketing research

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

Brand Name Testing

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

The personality of the brand and the help of archetypes

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

IR-Personalidad de Marca Arquetipos

La personalidad de marca es uno de los pilares en la constitución de una identidad marcaria. Se trata de un conjunto de características humanas asociadas a una marca que incluye no solo rasgos de personalidad sino también datos sociodemográficos, aspecto físico y estilo de vida.

IR- Nombre de marca

El nombre de la marca es una variable crítica de marketingen prácticamente todas las categorías de productos Un nombre correcto …puede agregar valor real a largo plazo a su marca, ya que puede aportar beneficios

IR- Conceptos Culitativo

Ante la necesidad de minimizar los desaciertos … A menudo, las marcas generan ideas que son el puntapié inicial para desarrollar campañaso lanzar nuevos productos o serviciosAntes de avanzar con ellas, es importante poder prever lo que esta nueva acción puedagenerar en los consumidores o potenciales consumidores, ya que no solo se juega el costoeconómico … Read more