How to hire a research firm?
There are several aspects to be analyzed when hiring a market research company. The starting point is to make it clear that no one (including the research companies themselves) is better acquainted with all facets of the problem than the contractor. Therefore, for the study to be successful, it is essential to share this knowledge […]
Is market research expensive? I must do?
Should I do market research? Before answering whether companies should do market research, it is worth reflecting on the following Brazilian reality: more than 71% of new companies close over the first five years! On the other hand, the understanding of “expensive” may be that of: • Invest in equipment, raw material, packaging, hiring, records, […]
Customer, how are you? How do I understand it?
Knowing the customer The basic requirement for the success of any enterprise is the knowledge and monitoring of your market and, more specifically, your customer’s expectations and needs To the desperation of businessmen, consumers, however, have become increasingly invisible to companies. This change is the result of a radical transformation that has been causing the […]
Difference between neuroscience and neuromarketing
The importance of practice (with context) for the understanding of theoretical results Even for people who already work in the field, the differences between the scope, scope and meaning of neuroscience and neuromarketing are not always very clear. I would like to comment on a presentation made at the last neuromarketing congress, held in March […]
Like & Dislike in Advertising
It almost always seemed to me a considerable exaggeration to expect that advertising campaigns should make people fall in love with brands, products or services. Even when it comes to admired and inspiring companies like Apple, Coca Cola, Google or Microsoft or products like Nespresso, i-phone, it may be a little too much to talk […]
Brand loyalty and neuromarketing
The meaning and scope of what is ‘loyalty’ has undergone considerable changes, as did most of the ideas and premises we were used to with the advent of the digital age. Several voices even advocate the end of the search for ‘loyalty’ to the brand for the most varied reasons, be it the high investments […]
Campaign Pre-Test
Campaign Pre-Test – A new approach One of the types of qualitative research that Checon has carried out the most in these 25 years of experience in the market are the pre-tests of advertising campaigns, whether for films, concepts or even graphic pieces. Apparently the analyzes and results presented by Checon must be on the […]
Perspectives for the use of facial expressions
Facial Expressions The human face (facial expressions) consists of a vast panorama in constant movement of what is happening in our most intimate state of mind, with a considerable diversity of nuances and great complexity. Humanity has always been developing, in a natural way, the ability to understand the facial expressions of others, initially as […]
Eye tracking – Men are pervs, women are gold diggers
Men are pervs, women are gold diggers – eye tracking Miratech and its international partners have conducted the first international eye tracking case study to measure how men and women look at the photo of a sexy young woman. Conclusion: the men look at the woman’s chest and the women look at her ring. Miratech led a case […]