Having a good product isn’t as much a consequence of reality as it is of perception. Much like magicians rely on illusion to create intrigue, companies build brand awareness to encourage sales, each manipulating “what is” in an effort to promote “what could be” for the people around them. For businesses, in particular, this means that how people..

“The more you know, the more you grow:” an adage that applies to everything in life. Know more, and you can see more, do more, be more. In the market research world, branding research is the tool with which businesses evaluate a possible market in anticipation of a brand launch, identify brand value(s) and assess consumer awareness, consideration,..