HCD Blog

:: September 7th, 2021   Covid-19 Vaccine Brand Perceptions

An HCD Case Study Although we are well into a year of having Covid-19 being a major component of our lives, many individuals are still sick and dying every day from this virus. A reported 4.38 million deaths have resulted from this pandemic, and with little to no understanding about the long-term effects of Covid-19 for those who survive, the ramification of this virus continues to unfold. Yet, over the past seventeen months, researchers and scientists have gained a good...

:: August 26th, 2021   Consumer Clustering, COVID-19, Concerts & More

What Entertainment Venues Need to Know about Consumer Priorities Entertainment venues—part of the industries hit hardest by the COVID-19 pandemic (Gössling, Scott, & Hall, 2020)—are yearning for consumers to return at pre-pandemic levels. Cancelled events left venues with massive losses, furloughs, and a recovery that could last into the next three years (Nhamo, Dube, & Chikodzi, 2020). But how can venues attract consumers given health concerns? Which illness mitigation measures should night clubs, movie theaters and the like continue utilizing...

:: July 28th, 2021   Addressing the WEIRD problem in consumer science: Representation in Research

To explain the WEIRD problem, let’s start with a weird analogy…  Every career involves some type of research, which inevitably helps professionals get better at their craft. Consider a baker with a specialization in pies. Custard, cream, and apple pies are all second nature to this person because they learned as much as possible to become an expert in this particular domain. Yet, the credibility of the baker becomes questionable if they start saying they know everything about every type of food using only the knowledge they have about pies. Pies are such a small percentage of all the different...

:: July 20th, 2021   Never a Dull Moment? Optimizing the Value of Neuro-based UX Research

Coauthored by HCD's VP of Research & Innovation, Michelle Niedziela, PhD, and Manager of Behavioral & Marketing Sciences, Kathryn Ambroze As seen in the retail issue of NMSBA's INsights mag... Meaningful product or service experiences drive consumer satisfaction. From enjoyment to usability, designing a successful consumer-centric experience meeting consumer needs and expectations. Defining success in this space is not always straightforward, as what constitutes a good experience for one person may differ for someone else. Can tools from neuroscience provide...

:: June 23rd, 2021   Innovation Lab Webinar Panel: A Recap

From businesses to government all the way to non-profit organizations, the word “innovation” is often thrown around to generate excitement and create the illusion of advancement. Although it is frequently used as a buzzword, there is a lot of substance and value that can be gained from the process of innovation if approached correctly. Innovation in consumer research can improve future growth and sustainability by developing a strategy to take an idea from concept to creation. Establishing a space for...

:: June 11th, 2021   The HCD Mindset: 5 Highlights From Our Producer

With 2 seasons, 45 episodes, 15 guests, over 1500 views and so many topics covered, The HCD Mindset series has been in full bloom since the beginning of lockdown in 2020. Conferences, lunches, and coffee dates came to a screeching halt as we all geared up to stay home and embrace a “new normal”— whatever that would eventually mean. Virtual communication came to the forefront of our means of connection, and the HCD Innovation and Marketing Teams saw an opportunity...

:: May 17th, 2021   Reflecting on how much can change in the blink of an eye!

I’ve always been one to write more so with my heart than my head (I leave that to my published peers to speak on our methodologies or the newest tech). So, when our marketing manager asked that I change things up a bit and write a blog, I figured, why not share something based on just pure emotion, research aside. Being in business development for most of my career, my passion for selling has always lied in my belief in...

:: May 11th, 2021   The Brand-Consumer Connection: Finding Loyalty in the Loops

Coauthored by HCD's VP of Research & Innovation, Michelle Niedziela, PhD, and Manager of Behavioral & Marketing Sciences, Kathryn Ambroze As seen in the memory issue of NMSBA's INsights mag... A positive, personal experience with a brand tailored to habit formation is an effective way to make a product become a household staple. Growing up baking with a certain type of chocolate chip or cleaning with a specific disinfectant spray shapes expectations and acceptability, with the brand being at the...

:: April 12th, 2021   iBeauty: 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...