Watch Out for these 16 Mistakes with Measuring Behavior (and How to Fix Them)

The purpose of this list is to highlight common assumptions or limitations with different methodological approaches to measuring behavior. If you have others please comment and I will add them to the list… 1. THERE IS NO ‘BEST’ MODEL OR MEASUREMENT TECHNIQUE. There is no gold standard theory or magic bullet method for understanding or […]

How to Measure & Manage Emotional Brand Experiences

Originally Published with the Insights Association The theoretical underpinnings of emotion have changed. New and exciting neuroscientific evidence show emotions are not reactions to world but are concepts that are learned and shaped through past experience, culture, and contexts (Barrett, 2017). In PART I we discussed the new science and in PART II we will show you how to apply […]

13 Strategies Apple Uses to Get Customers to Upgrade iPhones

How does Apple get customers to shell out $999 to upgrade iPhones when their current phones work just fine?  By creating irresistible desire, anticipation and overcoming satiation.  We will breakdown Apple’s key psychological strategies and tactics to help marketers build more buzz behind their product launches. 1. Create irresistible desire. A phone may be considered […]

My Favorite Weekend at INSEAD: Basque Country

I was reluctant to sign up for another big group trip, as this generally means less independence, and sometimes leads to more confusion. Four months into the 10-month program, I was no longer going on trips with most of my classmates simply because I’m a sightseer and not a beach bum. On three separate occasions, […]