Sometimes it is not new knowledge that you need but a different perspective. I was presenting some research findings to a client the other day when they suddenly exclaimed “Now I get it! What we need to do is….” I do not think that we had imparted any magical new knowledge, but we had helped…

Every time a consumer consumes your product it gives them a whole series of emotional messages. These messages are invariably mixed and often conflicting. A chocolate bar is relaxing and calming as well as stimulating. It gives us sustaining and energy giving messages as well as fattening and bad for me. When the consumer likes…