HCD Blog

:: September 13th, 2019   The Greatest Collab of All Time: 3 Benefits of Brand & Product Teams Touching Base

Products provide utility to consumers but their value can only reach as far as branding takes them. HCD has been covering the topic of brand harmony recently to dive deep into the emerging discussion around how companies of all shapes and sizes can be sure that both brand and product experiences alike tell the same story-- that the product meets the promise.  What we have found in our experience is that it is common for both brand and product teams...

:: September 6th, 2019   The Brain, What is it good for?

What does it mean to do “neuro” research? Most of the time when we think of “neuro” we picture some sort of gadget or technology on someone’s head. This is because the word itself, “neuro”, comes from the Greek “neuron” and implies that whatever “neuro-“ is attached to is relating to nerves or the nervous system, or… for most people, the brain. Neuro-science… Neuro-marketing… Neuro Research (Adobe Stock image left, Wikipedia EEG right) At HCD we talk about having a...

:: August 30th, 2019   Reflection on my internship experience at HCD

With my internship coming to an end this week, I cannot help but wonder why the past two months flew by so fast. It feels like just yesterday I met with Michelle Niedziela, VP of Research and Innovation of HCD Research, during my marketing graduate course at UPenn last fall. I remember being fascinated with Dr. Niedziela’s talk and the work that she does at HCD. I reached out that same day asking if I would be able to intern...

:: August 19th, 2019   Reliability and Validity of Implicit Association Test

I remember when I was in an Experimental Methods course for my undergraduate psychology major, where my professor spent hours discussing the reliability and validity in experimental research. At the time, I did not really understand why my professor was so “obsessed” with validity and reliability issues. Those days feel like decades ago, but the words of my professor have become more and more relevant as I get involved in researching and designing experiments. Unfortunately, the issues of reliability and...

:: August 7th, 2019   Brainstorming: The Evolution of Thought Theories

Various types of mental frameworks have been developed in attempts to conceptualize the mind and the way we, as humans, think. Classifying the mind, perception and rationality is intended to aid in the explanation of consumer decision-making. This attempt to clarify conscious versus subconscious behavior, motivation and anticipation has inspired numerous researchers to form creative ideas about how the mind works. While applications of decision-making research are infiltrating new fields constantly, the foundational philosophies have supported it for decades. Deliberate...

:: July 29th, 2019   Back to the Future: System 3

Our whole lives are spent anticipating what is yet to come. The time course of decision-making varies depending on the outcomes of both action and inaction. Based on the posed inquiry, you may have limits to how long you can consider your options to reaction. Deciding if you take the next exit on the highway, change the color of a brand logo, or dodge the football heading towards your face all require various amounts of influence from different styles of...

:: July 22nd, 2019   Brand Disharmony

Last December, we posted on our blog the discussion of brand harmony. For those who aren’t familiar, brand harmony is the idea of ensuring that all experiences consumers have with a brand blend to tell a complete and harmonious story. Brand harmony shows through different aspects of a brand from consistent names, logos, and visual identity, to messages. We have shown how matching brand perception with product perception can increase consumer satisfaction and brand equity, as well as discussed how...

:: June 20th, 2019   Reflection on NeuroU 2019

Last week, I had the opportunity to attend the NeuroU conference organized by HCD Research as a medium to discuss the future of neuroscience and its integration into modern consumer research methods. NeuroU 2019 was the first industry conference I have attended, so in this blog I want to reflect on my experience as someone from a purely academic background. The different sessions and panels at NeuroU offered a wide range of topics from discussion on available neuro tools in...

:: February 4th, 2019   The Underlying Red Flags of Usability Testing

Usability testing has emerged in the market research world as a promising method to measure how consumers interact with a product, service or system. The goal of usability testing is to assess concepts such as understandability, learnability, operability to attractiveness or compliance (Rusu et al., 2015) in the consumer experience. Generally, when conducting usability testing, consumers complete a task while being observed by a researcher who notes if issues are encountered. At the core of usability testing, the goal is...

:: December 19th, 2018   Brand Harmony

The idea of brand harmony or brand harmonization is not new. It’s the idea that there is importance in ensuring that all products within a particular brand portfolio have a consistent name, visual identity and, ideally, positioning across a number of geographic or product/service markets. When you are able to create a seamless and cohesive experience for the consumer, blending brand and product perceptions, you have created harmony and balance. Why are harmony and balance important in marketing? This holistic...