HCD Blog

:: April 12th, 2021   Beauty: The Update that Saved Cosmetics

Washing your face with a cleanser, putting on foundation, or using lip balm to help chapped lips are some of the many personal care rituals integrated into consumers’ lives. Personal care is an intimate part of a consumer’s day, and the reality is that the circumstances of 2020 forced many of us to reconsider personal care routines, since our daily lives were disrupted. This created a domino effect, making industries, like the beauty industry, refocus on new needs. Since consumers’...

:: March 25th, 2021   The Power in Knowing: How Media Marketing Optimized the “Now Streaming…” Craze

Streaming services such as Netflix, Spotify, Twitch, and even social media platforms like YouTube or Instagram Live, have infiltrated the entertainment business from various angles and are poised to become (if not already) more popular than cable services. Even if your household doesn’t subscribe to one of the many on-demand options for shows, movies, or music, the concept of streaming is most likely not foreign. With this increase in streaming entertainment, the means of traditional media-based marketing has needed to...

:: March 18th, 2021   Making Claims that Stick: Webinar Panel Recap

The world of wellness can be complicated to navigate as new products and players are constantly entering the market. From the consumer perspective, wellness involves actively making choices towards a healthy and fulfilling lifestyle. This is done by continuously learning how to create a lifestyle to fit specific needs and values. Wellness products may include self-care habits, such as gym weights, mindfulness apps, or aromatherapy diffusers, to aiding recovery through lotions, supplements, or weighted blankets. With the wellness space continuously...

:: March 11th, 2021   A Reflection on my Science Communications Internship

During my time as a scientific communications intern at HCD Research, I was exposed to a new subdiscipline in my desired career. The internship helped me realize that neuroscience can have a critical role in marketing. When marketing a product or service, it can be really important to do research on the target audience through tools like surveys or biometric technology. Being introduced to interesting components of a discipline, such as applied consumer neuroscience, cannot be overestimated. The research conducted...

:: February 22nd, 2021   COVID-19: A Call for Change

Unfamiliar Orders and Strange Routines The unexpected COVID-19 outbreak called for our nation to change. This change came in all forms: change in hygienic measures, change in store policies, and change in our daily habits. With the pandemic came distress, fear, and panic as we struggled to identify the virus and find ways to slow its spread. Preventative measures needed to be taken. The CDC called for mask-wearing, social distancing, and limited gatherings (CDC, 2020). These changes seemed dramatic at...

:: February 11th, 2021   Fight Back or Stand Back: The Fight-or-Flight Response

Stress and the Body’s Call to Action For high anxiety situations, the human body has a natural defense to optimize the body and ward off anticipated attack. This alarm reaction known as the fight-or-flight response occurs in response to the threat of imminent danger and refers to a physiological reaction that occurs when we are in the presence of something that is, put simply, terrifying (Sterling & Frings, 2016). The fight-or-flight response is triggered by the release of hormones that...

:: February 4th, 2021   Norms, Metrics, & Media Madness: Webinar Panel Recap

By Allison Gutkowski & Kristopher Woung-Fallon Marketers and advertising agencies have always conducted research. For decades, they have also tapped into the methodology and concepts from academic psychology. Traditional marketing research aims at answering questions related to branding, product development, advertising, or evaluating potential new markets. Basically, ask the people in that market what they think, which inherently had its issues. Then, in the 1990s, brain imaging (fMRI) and other neuroscience tools (EEG, etc.) made it possible to visualize the...

:: January 12th, 2021   Student Voices Series

Given the challenges of the current pandemic, students have been limited in immersive experiences globally due to the restrictions placed on in-person interaction. HCD Research sought to host a current student through virtual and project-based experiential learning activities to aid in this need. During the 2021 winter term, we are excited to welcome Alyssa Rotondo, a Muhlenberg College student, as a Scientific Communications Intern! By supporting students to develop transferable skills and gain knowledge about Applied Consumer Neuroscience, future leaders-...

:: January 7th, 2021   HCD’s 2021 New Year’s Resolution: Prove it

We did it. 2020 is behind us, and 2021 will be all about moving forward. And at HCD, we plan to kick ass and take names in 2021. In hindsight (it was 2020 after all), we did really well last year. Our research expanded with new products and new segments (and new clients). We had several new publications (including peer reviewed journal articles and book chapters). We presented to many different audiences via virtual webinars and conferences (including our own...

:: December 21st, 2020   Holiday Shopping in 2020: a behavioral science perspective

It’s been… a year. Amid a U.S. presidential election and global pandemic, we’re entering the most unusual holiday season any of us have experienced before. There’s been a lot of talk about all of the unprecedented this and adapting to that happening to consumers. And no time is this more evident of real behavioral changes than the holiday shopping season. With the pandemic serving as a sort of catalyst to online purchasing and more digital services, the typical shopping habit...