Do consumers feelings or thoughts move the brand needle most?

Looking back at the decade’s best research insights, the Marketing Science paper by Mike Hanssens and friends stands out to me: ‘Consumer Attitudes for Guiding Marketing Mix Decisions’, available for free at https://escholarship.org/content/qt6t57r4wx/qt6t57r4wx.pdf Featuring it as its Journal Selection, the Marketing Science Institute highlights the four metric criteria —potential for growth, responsiveness to marketing stimuli,…

How to outline a paper for marketing journals

I was recently asked by a cross-disciplinary team how one should outline a paper for a (top) marketing journal. Hoping my detailed answer will inspire you or tell me where it does not fit with your experience, I am sharing it here: Abstract [at most 200 words, write this last]: 2-3 sentences: motivation (summarize/rephrase from…

Data Scientists are from Neptune, Market Researchers from Pluto

Data scientists and market researchers often seem to come from different planets, with data science appearing to spin fast, dark and mysterious, and market researchers feeling recently demoted and a bit forgotten. They often have different skills, with data scientists focusing on quantitative analysis of unstructured big data and market researchers on crafting more deductive…

Gilette: best a purpose ad can get?

Gillette’s ‘The Best Men Can Be’ ad drew immediate comparisons with Nike’s Dream Crazy of September, and there are important similarities but also differences. Let’s start with the similarities: Societal cause: both Nike and Gillette identified an important and controversial societal cause and believed it was best for a commercial company to promote it. In…