Research by Topics

Talk human to me: Understanding the new ways brands interact with us

Nov, 2022 | Podcast

When we humanize brands, it changes how we see them. Professor Pankaj Aggarwal dives into how and why we anthropomorphize brands, and why it matters.

Do experiences really make you happier than things?

Oct, 2022 | Article

Go ahead, buy that new gizmo or toy. A new study challenges the notion that experiences bring greater joy than physical objects.

Can you sell consumers on a price surge?

Sep, 2022 | Article

Big spikes in pricing can cause a lot of shopper outrage. Presenting consumers with the reasons behind the surge can mitigate the backlash…to an extent.

To increase support for public art, tie its meaning to humanity

Sep, 2022 | Article

All art can be seen as sacred, and when it is people are more likely to protect it. To achieve this, new research suggests highlighting the work's historical and spiritual significance.

Ratings game: How social learning impacts our online choices

Aug, 2022 | Article

There's good reason to chase those digital stars. Even though online reviews are highly personal and subjective, they have an outsized impact on consumer behaviour.

Buying something new? It's ok to take your time to decide

Aug, 2022 | Article

Consumers who spend more time deliberating about a product are more likely to make the most out of their purchase, new research finds.

Why rebrands fail

Apr, 2022 | Book

When it comes to customer retention, familiarity trumps radical reinvention. Roger Martin explores how to do it properly in his latest book.

5 things driving consumer behaviour now

Feb, 2022 | Video

COVID-19 changed the way people shop, and 40 per cent of consumers believe brands didn't step up to address those evolving needs. Accenture's Ryan McCracken breaks down what motivates them to buy now.