Author Archive
Head, Heart and Guts
Posted by Michelle Tustin on September 7th, 2009 at 2:53pm
Recently, I have been considering the issue of leadership, particularly in relation to insight generation. What makes a leader in insight generation? And what elements are required for this role?
In pondering this, I came across and devoured a book on leadership entitled ‘Head, Heart and Guts’ by David Dotlich et al. [2006].
Posted in Uncategorized
Brand salience must be a strategic objective
Posted by Michelle Tustin on August 7th, 2009 at 1:22pm
The argument continues as to whether brand salience is top of mind awareness or more broadly the propensity of the brand to be noticed or thought of in buying situations. At Square Holes we believe salience is a measure of how big the brand is in the minds of customers. Specifically, this means that it is more than just a top of mind awareness measure. It is what is in the mind of the consumer, in both the number of brand associations and the strength of those associations.
Posted in Branding, Marketing Strategy
What people do vs what they say they do (Revealed vs Stated Data)
Posted by Michelle Tustin on April 3rd, 2009 at 3:16pm
Much commercial market research relies on stated data from focus groups or interviews. These methods rely on the respondent’s ability to recall and explain their own behaviour. Revealed data is obtained by observing what people actually do, rather than recording what they say they do, which can provide additional insight.
Continue reading…
Posted in Research