A Different Approach to Focus Groups

When something becomes a running joke on every sitcom since the 80s, you know it’s been overdone. The traditional focus groups is overdone. But I don’t think the focus group, or something akin to it more precisely, is dead. It’s an imperfect methodology but it has its place and it can be done well – if […]

Fieldwork Part 2: Hemophilia

Coming out of the field, two themes emerged again and again from our research: the idea of rite of passage and the importance of control. Rites of passage in adulthood serve as a symbolic transition into a new state of being, with certain responsibilities, actions, benefits, and social roles. In the case of non-compliant sufferers […]

Fieldwork Part 1: Hemophilia

David has hemophilia. Three days a week, he wakes up, showers, dresses, and sticks a needle into a vein. He’s been doing this since he was a child. He does this three days a week, for fifteen minutes each time, because if he doesn’t, a fall or scrape can land him in the hospital – […]

Yellowstone’s Wolves and Reintroducing a Brand

Two decades ago, Yellowstone National Park was suffering. It was the victim of defoliation, erosion, and an unbalanced ecosystem. But in 1995, everything changed. That was the year wolves were reintroduced to the park. Prior to the return of wolves, deer, elk, and bison populations had increased substantially, resulting in overgrazing, particularly of willows and […]

ROI and the Intersection of Exploration

When chemists at Oregon State University discovered a brilliant new blue pigment serendipitously, they were not thinking about creating art. But in a true art meets science moment, an applied visual arts major began using the blue pigments in her artwork as part of an internship in Subramanian’s laboratory. This was also her first foray into the […]

Brands and Self-Creation

The old brand model advocated the creation of an external brand image to influence consumers. It talked about benefits, it talked about the company, it promised to give you sex appeal. Those times are long past. This is partly due to the sheer number of channels in which people interact, but I believe there is […]

Culture and Marketing

Change in Media, Change in Targets It’s time to update the idiom. There are three things certain in life: death, taxes, and…branding. People are exposed to thousands of commercials in various mediums every day, including radio, television, social media and print. This adds up and evolves, resulting in the average individual adult or child being […]

Brand Affinity, Culture, and a Pickup Truck

Brand affinity is the most enduring and valuable level of customer relationship and is based on the mutual belief that the customer and the company share common values. It breeds unshakable trust in the relationship the brand and the consumer share. It is at its strongest level when a customer believes that your brand champions […]

The Rise of eSports

Since the advent and growth of eSports giants like Dota 2 and League of Legends, the gaming community has called for mainstream recognition regarding legitimacy. Take Colin Cowherd’s 2015 rant against esports for example. There are undeniable similarities between professional gaming and conventional sports, but the arguments have generally been ineffective in dispelling traditional beliefs […]