By - Neal Cole

Do People Connect With Brands Emotionally?

  Are Emotional Benefits Important? Marketing people often talk about connecting emotionally with the target audience. Brands want to engage with us at an emotional level. They encourage us to like them on Facebook. Indeed, research often brings out emotional responses to products and services. So emotional benefits must be key to understanding what motivates people to buy, right? Perhaps

By - Neal Cole

Minimising Cognitive Load To Improve Conversions

The Psychology of  Cognitive Load:   To improve the user experience  it is essential to understand how visitor behaviour is influenced by cognitive load. User behaviour is largely intuitive and is heavily influenced by how easily a task or goal is achieved. This means having a clear visual and information hierarchy to minimise friction and reduce cognitive strain.   Visual

By - Neal Cole

What Mountaineering Tell Us About Human Motivations?

Are People Consumers? Marketers and researchers often use the term ‘consumer’ to describe customers and prospects. We conduct consumer research, and measure consumer awareness of brands. We also have consumer confidence measures as if they are a separate segment of society. As the article I’m not your consumer asserts the term is “counter productive and misguided”. It implies that consuming things

Market research can be frustrating when you realise how many business people perceive the industry
By - Neal Cole

What Do Business People Think About Market Research?

There are many misconceptions held by business people about how to conduct and use market research. This can be frustrating when you work in market research on the client-side. Some recent posts on Twitter suggest that research agencies are often at fault, but I disagree as I found the attitudes about research among some of my colleagues to be one

By - Neal Cole

Does Social Influence Drive Most Consumer Behaviour?

Can most of the things we buy really be the result of the behaviour and opinions of other people, whether openly or through covert imitation? This challenges conventional thinking about how people make decisions and common assumptions that most market research is based upon. However, many of these are false assumptions so isn’t it about time we looked at the data and