Yale School of Management

Center for Customer Insights

Advancing the frontiers of consumer understanding

Insights Review

A More Impartial Machine

March 27, 2020
a ladder with all the rungs vs. a ladder missing the bottom rungs

The past several years have revealed a long and incomplete list of the ways in which machine learning algorithms discriminate. They falsely rank black males as more likely to criminally offend, they find women ill suited to tech jobs, they classify lighter-skinned women as “more...

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Intuitive Decision Making

February 28, 2020
arrow blocks showing two paths

The consumer journey is filled with switchbacks and dead ends. We want a new laptop so we talk with friends. We read online reviews. We sample options at the store. We weigh and consider the various features of many brands. We negotiate with ourselves, coming up with arguments and...

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In Good Company

February 11, 2020
Blocks that spell brand

Brand extensions are a common way companies seek to increase sales in new product categories, whether it be yoga apparel company Lululemon launching a skincare line or premium fitness center Equinox branching out into hotels. When contemplating brand extensions marketers think a lot about parent...

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