By: Palak Patel, NeuroFocus
SUMMARY: Unless you understand how the brain really works—and why—you cannot be certain that the products and brands, marketing materials and messages, and all the other elements that make up the marketing mix are optimized for maximum impact. By monitoring actual brainwaves, marketers gain a picture window into the deep subconscious mind. Discover how PayPal used neuroscience to understand how its brand was really perceived by its customers and prospects.
Traditional means of measuring consumer attitudes and beliefs—surveys and focus groups—can only evoke articulated responses. That is, they …

By: Nic Covey, Director of Insights, Telecom Practice, The Nielsen Company
SUMMARY: Today, 10.3 million U.S. mobile subscribers use mobile video, which still leaves 214 million U.S. mobile subscribers who don’t. In the markets in which Nielsen tracks video over phones, the U.S. is tops in terms of penetration, but at 5%, the medium is far behind even other mobile media. Three key developments in the space could fuel considerable growth in the market.
An old idea, renewed
Back in 1966, Popular Mechanics reported that a portable television would be launched under a …

By: Jonathan Banks, Business Insights Director, The Nielsen Company
SUMMARY: While weight loss strategies vary by region, the world’s consumers will start the New Year looking for the right combination of alternatives to lose excess weight. Approaches range from changing their diet, to working out, consuming diet pills, bars or shakes, and taking prescription weight loss drugs.
Year after year, it leads the list of the most popular New Year’s Resolutions: lose weight. Close behind on the “most popular resolutions” list are promises to get fit (#5) and to eat right (#6). …

By: Jess D. Aguirre, Jr., Senior Vice President, Research, Hallmark Channels, and Howard M. Shimmel, Senior Vice President, Consumer Insights, The Nielsen Company
SUMMARY: What do beer, gum, candy, snacks, and fragrances have in common? All are categories that under-spend on media against a Boomer demographic that accounts for the bulk of consumer packaged goods sales.
It’s a question for the ages. Why aren’t TV advertisers targeting Baby Boomers, a demographic with proven clout at the cash register and demand to spare? Even as Boomers expect to live and work longer, extending …

Credit markets freeze. Financial institutions implode. Economic benchmarks plummet. Consumer spending plunges. Unemployment skyrockets. Bail out plans are unveiled. Global markets fall like dominoes and consumers tighten their hold on wallets. What are a retailer and manufacturer to do? Read on for strategies on how to manage the economic downturn.