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Understanding Survey Sampling
The failure of survey organizations and pollsters to predict the victory of Donald Trump in the 2016 presidential election resulted in renewed interest in questions of representation.
Who Hails Taxis? Who Taps Apps (for Ridesharing)?
On an average weekday, who hails a taxi and who taps an app for ride sharing? Which VALS types might be the next to shift?
Trade-Offs: Eating Out
Since 2014, grocery spending is in decline. Who is trading off preparing food at home for eating food away from home? Restaurant visits are increasing unevenly across restaurant types and consumer groups.
Millennials versus Boomers
As young adults, Millennials differ from Baby Boomers of the 1980s. Fragmentation of social values during the 1980s was disruptive. The long-term effects of today's constrained economic environment faced by Millennials may prove to be equally disruptive to society.
Defining Happiness to Build Brands: Personality
The fourth in a series examining definitions of happiness to build brands, this report explores how future happiness branding may profit from a differentiation of happiness definitions by different consumer groups who have different set points for happiness, but also experience happiness differently.
Environment and Human Character
People change their perception of environments on the basis of their own physical characteristics and abilities. Can such research help to promote desirable behaviors?
Go Boldly into the Future
On the 50-year anniversary of Star Trek, VALS examines how the series contains a valuable lesson for how businesses can think about going boldly into their future more reliably.
Defining Happiness to Build Brands: Happiness or Meaning?
The third in a series examining definitions of happiness to build brands, this report explores the shift in happiness for people who give time compared to people who give money.
Use VALS™ to Position a Brand
VALS enables marketers to understand that their brand doesn't have to be all things to all people, but rather what things are important to their best prospects.
Student-loan debt continues to inhibit Millennials' desire and ability to buy homes, vehicles, and other necessary products as households form and they establish families.
Defining Happiness to Build Brands: Experiential versus Material Happiness
The second in a series examining definitions of happiness to build brands, this report explores the psychological costs of living in a materialistic society by framing consumption as a series of life experiences, rather than a series of acquisitions.
Defining Happiness to Build Brands: The Basics
This report is the first in a series examining definitions of happiness to inform brand managers about how to measure and define the concept flexibly over time.
Navigating Outside Influences on Brands
Modern branding involves a complex interplay between strategic objectives and consumer acceptance.
Not everyone uses smartphones in the same way or for the same reasons.
The Psychology of "Somewhat": Challenges for the Interpretation of Survey Data
Certain methods of data analysis of seemingly straightforward survey questions can lead organizations to draw profoundly misleading conclusions.
Social-Media Use for Focus Groups
Companies should distinguish carefully the roles people play in social-media venues and the roles they ultimately play as customers of the firm.
Garbage In, Garbage Out: Survey-Question Design
Gathering valid survey data that can be acted upon with confidence requires a careful approach to survey question design.
The Use of Focus Groups in Research
This white paper points out several key considerations for companies conducting focus-group research, and provides some words of caution.