David Speaks with Brand Expert, Bertrand Pellegrin

In the 1950’s market research was often called “motivational research,” and it marked a turning point in how advertisers targeted consumers. But “market research” sounded more scientific and less emotional, and so it become the more commonly used term – ironic, since at the end of the day, what we’re talking about is indeed, the emotions of the consumer.
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Reality Check Podcast with David Forbes

blog-episode174DavidForbesPhD

Talking to the emotional brain can be difficult for many, but thankfully David lays out the 3 types of motivation and the 9 motives in his book “The Science of Why: Decoding Human Motivation and Transforming Marketing Strategy“. The two discuss what kind of emotions qualify as motivation, why advertisers use puppies and half-naked ladies in their commercials (not the same commercial – that would be double strange) and how we can tap into those motivations when we market our services and products to the public.
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Hershey Taps Core Touchpoints with Copernicus

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Tony Mardegain, the company's director/shopper insights, discussed this subject while speaking at the Advertising Research Foundation's (ARF) Audience Measurement 2015 conference in New York. More specifically, he drilled down into a consumer research initiative, conducted with Copernicus Marketing Consulting, that covered all key accounts and retailers, as well as different trip types.
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  • Building Your Brand

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    PRESS RELEASE DENTSU AEGIS NETWORK ACQUIRES FORBES CONSULTING GROUP To be Integrated Into Copernicus, Further Strengthening its Capabilities in Data and Consumer Insights Dentsu Aegis Network today announces the acquisition of Forbes Consulting Group, a leading full-service consumer insight firm headquartered in the US that provides deep insight into the emotional motivations that drive consumer behavior. The acquisition of Forbes Consulting Group will bring Forbes’ patented suite of applied neuroscience methods, MindSight® emotional assessment technologies, into the network’s portfolio of industry-leading consumer insights tools. Headquartered in Lexington, Massachusetts and founded in 1985 by David Forbes, PhD, the firm specializes in providing deep psychological insights into a brand’s current customers and its overall marketplace through both quantitative and qualitative research and analysis. Its patented MindSight® tool was first introduced in scholarly journals in 2011 and is now used by many major brands.  It uses groundbreaking non-cognitive techniques to identify the underlying and often subconscious