What Can We Learn From Esports?

Esports are still in their infancy when compared to the lengthy traditions of traditional sports. Hell, it’s debated whether they even are a sport (though I would be inclined to say it’s not really relevant – just tune into ESPN’s multitude of channels and there are any number of things being broadcast they may or […]

Gym Culture Branding

While I’m not as disciplined as I should be, I am an avid gym goer (it serves as a marvelous counterpoint to my many vices). I am far from alone. According to the International Health, Racquet & Sportsclub Association (IHRSA), health club industry revenue topped $90 million last year. Today, 70+ million people worldwide are members […]

Deliberate Coffee

The form of the beverage we enjoy today originated in the 13th century and rapidly spread throughout the Middle East. Coffee growing was exclusive to Africa and the Arabian Peninsula until the 17th century, when European colonial powers began establishing plantations in Asia and the Americas. Coffee quickly became a craze among the Old World […]

Is the Local Food Movement Over? Hardly

Since the organic food movement took off decades ago, a growing group of conscientious consumers have shown themselves to be interested in the quality and nutritional value of the food they put into their bodies. Over time, this movement has evolved to include greater questions of environmental impact, local economic development, etc. Local food sales […]

Forgotten Audiences: Women, Mobile, and Gaming

You can find any number of articles online that will trumpet the news that nearly half of the world’s gamers are female. But what does that figure really tell us? What the data often miss is that this side of the gaming world skews considerably older than the male equivalent; the average woman playing video games […]

Does Size Really Matter?

Sample size is a fixation in research. We fret about it, argue over it, and generally have very little to back up the relevance we ascribe to it. Rather than thinking about the outcomes and goals, we get hung up on the n, sometimesusing it as a weapon to bolster a preconceived belief rather than […]

Where The Data Beasts Lie

Since the mid-nineties, the story about IT has been that the “New Information Economy” would give way to vast gains in productivity and creativity. We’ve been told that if we simply implement ERP, CRM, etc., our marketing efforts would be smarter and more efficient. But after 20+ years that is not exactly the case. The […]

Food, Sex, Guilt: How Marketing What We Eat Needs to Change

Eating has always been closely linked with courtship. All species, including our own, seem to be involved in this mating gamble with food as the bait. Equally, food and sex are generally closely linked. Biologically, they are physically linked in the limbic system of the brain, which controls emotional activity. Many of the words we […]