Research Keyword

Consumers are willing to pay more for the physical version of a product — even when a digital version better meets their needs. Can marketers flip the script?

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.

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.

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.

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

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.

A recent Rotman study shows that consumers pay attention to the size and type of companies they deal with, and they make certain judgement calls about customer service and competence.