There aren’t too many occasions when repeating a study is worth the cost, but when Nike chose to feature Colin Kaepernick in an ad campaign one week after we completed an AI-moderated qual-plus-quant study asking Americans how they feel about brands taking a stand, we simply couldn’t resist. Nike created a real-life case study. In […]

Introduction to a Greenbook webinar with Martin Moore, Consumer Insights, Innovation at Hershey\’s, and Tim Hoskins, President at Quester. In this webinar, we demonstrated how product innovation is a consequence of understanding Jobs To Be Done, a framework based on Harvard research that allows marketers to deeply understand a specific situation. In this Hershey’s case

This article originally appeared on the Quester blog. Successful businesses usually have one thing in common. Every employee is obsessed with creating a positive experience for their customers. As an ideology, customer obsession means recognizing that the people who have direct contact with your customers on a daily basis are closest to their successes and

We’ve all made an impulse purchase at one time or the other, buying a bag of chips we didn’t really need, a pair of shoes that weren’t in the plan for another six months, or a bobble-head that served absolutely no purpose whatsoever. We’ve gone Beneath the Trend to learn why people engage in online

Love them or leave them, product parties — both in-person and online — are here to stay. Invitations from family, friends and acquaintances to check out the latest-and-greatest items will keep pouring into our inboxes and newsfeeds because lots of people are making lots of money. These network marketers are taking a bite out of