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7/19/13

In case you were curious like us…

At Corona Insights we are in the business of answering questions. Recently, we had our own question: what  is the wooden tower on Speer and Larimer? The only thing that could subdue the curiosity was a walk over to the … tower, billboard, construction project? As I approached the structure, it was clear I wasn’t […]

By Kassidy BensonRead More

7/18/13

Part 3: Actual behavior – What we do

Did sales increase after the campaign? Who donated the most money?  When did website traffic peak? We can answer these questions by measuring actual behavior, a practice that is not as common in market research as one might think. This may be due to age-old industry norms that insist measuring actual behavior is too difficult […]

By Matt BruceRead More

7/17/13

Part 2: Behavioral intention—What we plan to do

Social psychologists suggest that before people engage in an action, they cognitively create behavioral plans (i.e., intentions).  You probably intend to drive to work before you get in the car, and you plan to bake cookies before warming up the oven.  Hundreds of studies have examined behavioral intentions, and these studies have found that behavioral […]

By Matt BruceRead More

7/16/13

Part 1: Previous Behavior – What we did

Sometimes we need to know about shopping behavior or drinking behavior or seatbelt use, and because of time or cost, we are unable to conduct a diary study or observational research, so instead we ask about previous behavior.  This is a reasonable substitute for many types of behaviors because previous behavior is typically a strong […]

By Matt BruceRead More

7/15/13

Measuring human behavior: Opportunities and Challenges

Tracking, predicting, or measuring change in human behavior is often the goal of market research. We frequently want to know what people do, how they spend their money, or who they vote for. While understanding attitudes, perceptions, and other precursors to behavior is important because they are the avenues to persuasion, sometimes our focus on […]

By Matt BruceRead More

7/10/13

Proxies for culture

We often rely on formal market research to measure attitudes, values, lifestyles, and other measures of culture, yet given that culture touches everything around us we often don’t need to look far for other signs of a shifting culture. Trends in one area can easily show insight into another. For example, the increasing sales of […]

By David KennedyRead More