Failure is an Option

Our office caught the Museum of Failure exhibition last week. Arriving without expectations, we ended up unanimously loving it. Turned out to be amusing, a trip down memory lane for some (remember Life Savers Holes??), inspiring, and relevant to what we do back at work. Standing in front of the Bic Pens for Her, it’s obvious to ask the question – “Did they do any consumer research before bringing this product to market??”

The exhibition reminds us that it takes courage to be innovative...

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Do You Have the Wanderlust Gene?

At BrandIQ we are excited about the research we have been doing for Hilton Hotels and I.D.E.A on the “wanderlust gene”. Do you have the wanderlust gene? Go ahead and take a look at this article that appeared in the New York Times this week...

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Don't Look Away


It was a warm day in Los Angeles when I was on my walk back from the bakery with a load of bagels.  As is becoming an all-too-often occurrence in our city and so many others, a homeless man was standing on the sidewalk, leaning up against a pillar, with the noonday sun beating down directly on him.  I stopped, and handed him a bagel and a bottle of water. As I did so, I looked him in the eye and told him to have a good day...

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How I Went from Naysayer to Blue Apron Convert...almost

blue apron photo

It’s true. From working my way through most of the Momofuku Milk Bar cookbook to lacto-fermenting at home, I pride myself in doing everything by hand and from scratch. But don’t call me a hipster, please. I’ve been this way since the early 90’s when I discovered Martha Stewart Living.

Naturally, I looked to the recent rise of meal kit delivery services with disdain. “I can’t believe how wasteful you’re being,” I would say judgingly to any friend who admitted they were using such a service...

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Meet Jason Ward, BrandIQ's Newest Addition


We’re excited to share some great news!  Jason Ward has joined our team as Vice President, Brand Strategy & Innovation.  He comes to us with more than 16 years as a consumer analytics and product development executive with experience spanning multiple industries.  In fact, we got to know Jason when he was our client at Applebee’s so he is no stranger to BrandIQ and he is familiar with the work we do and our frameworks...

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BrandIQ is a Certified B Corporation!


For well over a decade, BrandIQ has provided best-in-class brand strategy and market research capabilities to help America’s favorite brands inspire people to live active, healthy and engaged lives.  Using business as a force for good has always been a part of our DNA, so we are thrilled to announce that we are now a Certified B Corporation®.

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Food Innovation to Satisfy My 2-Year-Old Dictator


Picky eater photoSunday mornings always seem the same. The same restaurant and the same order for my son, “he will have the kid’s waffle please.” Unfortunately I feel terrible every time because although my son will actually eat the waffle, I know there is nothing nutritious about it. It’s a constant trade-off between staying home and preparing fun, homemade Octopus Egg Scrambles (something healthy we created at home that our son actually eats), versus getting him out of the house to explore new environments, but always eating something unhealthy...

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Are you transacting in culture?

barbersignI came across this question recently while researching trends that are shaping the retail industry, and find it to be relevant to the conversation about creating next-generation brand engagement in the evolving landscape of consumer mindsets.

Engaging people in strong, relationship-building ways requires delivering something much greater than can be achieved via traditional off-the-rack retailing strategies.  Consider how to create experiences that invite customers to partake in something more than the goods and services that you are promoting...

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MaxDiff and Me - Eliminating Product Confusion and Attracting Consumers to Your Brand

MaxDiff_CTI get a call from my wife about once a week on my commute home. “Can you pick up five things from the market? Should I text you a list?” My response every time is “A list for five items? No I don’t need a list. I can remember.” But my over-confidence is usually the start of things falling apart. I start picking out the items I need and slowly, but surely I come up with only three of the five items...

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A New Chapter for BrandIQ


When I was hired as a Research Associate at BrandIQ, I had no experience in market research or, rather, any private sector business, but I saw great value in my new appointment at an innovative company consulting for some of the most successful brands in the country. After 2 years in graduate school learning about corporate social responsibility, and 3 years in non-profit management, I was at BrandIQ to understand how to translate what BrandIQ was doing in the private sector to the public and non-profit spaces...

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