The Science of Why: An interview with David Forbes

David Forbes Headshot

Over 20 years ago, David Forbes founded Forbes Consulting, a strategic market research company dedicated to creating business advantage through deep psychological consumer insights. David holds a Ph.D. in clinical and cognitive psychology from Clark University and served as a member of the faculties of Harvard Medical School Department of Psychiatry and the Harvard Laboratory of Human Development. David is the creator of the MindSight® emotional assessment technologies and is the recipient of an ARF Great Mind award. He received the Brand Innovator Award at the 2012 World Brand Congress.

Thumbs Down for Potential Facebook ‘Dislike’ Button

Social media dislike hand

It’s understandable that the folks at Facebook may want to increase their capacity to support members engaging in richer social dialogue. But just adding a “thumbs down” icon won’t really serve their purpose.

Why Is Clinton Offering Swag To College Kids?

College student backpack

Recently, there has been some press coverage highlighting Hillary Clinton's campaign promotion of her line of "back to school" accessories.
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    Dentsu Aegis Network Acquires Forbes Consulting Group

    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