Insights Review

Firing Your Customer

It's called the whale curve -- a schematic representation of profit, replicated below. It illustrates, among other things, how 200 percent of profit can come from only 10 percent of customers. Fifty...

February 1, 2012

Customer Analytics: The New Source of Value Creation

Remember the time you bought your first iPod? Was the decision influenced by a TV ad? Or did someone you trust, perhaps a technology enthusiast, gave you unsolicited advice and perhaps a quick demo?...

January 22, 2012

Brand Permission: When No Means No

History is littered with cases of adventurous marketing initiatives that crossed consumers’ limits of acceptance. Often, it is not because these ideas were unwelcome or the firms did not have the...

December 12, 2011
Brand, Brand Permission

Gartner Interview with Ravi Dhar

Are There Any Customer Insight "Holy Grails"? Ken McGee (Gartner): Are you working on customer insight projects that really represent the "Holy Grail" for decoding customer "wants and changes"? Dr...

November 29, 2011
Interview, Leadership

The Power of Celebrity

In an episode of the popular sitcom Seinfeld, George thinks he has purchased a car that once belonged to the actor Jon Voight. In every conversation he finds a way to drop in the name and basks in...

November 16, 2011

Is an Ad About Nothing a Waste of Money?

Jerry Seinfeld made millions by crafting “a show about nothing.” However, when it comes to marketing, is it really a good idea to have “an ad about nothing?” New research from YCCI Fellows and Yale...

January 1, 2011
Insights Review

Yale Marketing Conference - It's a Wild Ride!

The world still spins at the same speed as always, but these days, technology, innovation and consumer expectations are moving faster than ever. Last Friday at the sixth annual YCCI Marketing...

January 1, 2011
Insights Review

Why Retailers Love Their Private Labels

It’s clear why shoppers like store brands. Private labels are cheaper than their name brand counterparts, and in categories where the store brand and name brand are virtually identical, buying...

January 1, 2011
Insights Review

How Velvety is Your Wine?: How Asking the Right Question Can Help Shape Consumer Perceptions

It seems too good to be a true: a costless way to get consumers to like your product more, to pay more for it, and to consume more of it that involves no changes to the product itself. However, a new...

January 1, 2011
Insights Review