HCD Blog

:: August 27th, 2020   The Neuroimaging Games: Who will come out on top?

Neuroimaging tools offer a lot of information by providing insight into the structure and function of the nervous system. The concept of functional neuroimaging involves creating several images of the brain to identify changes over time. Neuroimaging allows researchers to analyze the structure, function and pharmacology of the brain. The techniques and methods vary based on the research goals, but some neuroimaging tools are becoming more mainstream for commercial use. It’s important to have conversations about the drawbacks and limitations...

:: July 28th, 2020   Augmented Reality

The term augmented reality (AR) originally may have been overshadowed in the public eye by virtual reality (VR); however, its technology is more frequently being intertwined in everyday life. Apps like Pokémon GO and IKEA Place are filling our phones with content equipped with AR technology to help elevate its use. AR adds new components into a space of pre-existing objects in the real world. Blending physical and virtual worlds in real-time further simulates an immersive environment, making applications of AR valuable...

:: June 23rd, 2020   The Three R’s Pushing Consumers’ Eco-Friendly Carts

as seen in INsights mag From plant-based burgers to paper straws, environmental initiatives are expanding to meet the demands of the conscious consumer. Indirect suggestions known as behavioral nudges emphasize positive characteristics, such as eco-friendliness, to impact the decision-making process. Yet, do consumers prioritize environmental incentives enough to break pre-existing routines? How can marketers encourage consumers to value eco-efficient products? Exploring the gap between what consumers say and do may provide some context into the intentionality behind the shopping experience...

:: June 5th, 2020   Let’s Reflect: How to Explore Personal Bias

Perception is a fundamental factor in decision making. The lens in which we live our lives influences every choice, including the choice of inaction. Decisions are grounded in the concept known as implicit bias which are attitudes or stereotypes that impact a person’s perspective and actions (FitzGerald, Martin, Berner, & Hurst, 2019). Life experiences shape these implicit associations. Therefore, as a white young woman writing this blog, it is crucial to acknowledge my innate privilege in society which factors into...

:: May 18th, 2020   Marketplace Alienation: Avoiding Consumer Discontent

Heraclitus said it best when mentioning “change is the only constant in life.” To keep up with the ever-changing consumer, companies work hard to remain relevant by repositioning and reformulating products. Whether the change is due to advancements in technology or shifts in regulation, companies must evolve while consistently meeting consumer needs. However, these changes within a product or company include the risk of current consumers feeling left behind by the advances. With careful consideration and keeping consumers at the...

:: May 4th, 2020   “In these uncertain times”… the problem with current messaging

Empathy… the most competitive product of the COVID-19 era.  Advertisers are promoting messaging as a way to connect through phrases like “you are not alone,” “the new normal,” “we are with you,” “times of uncertainty,” “not knowing what the future holds,” blah, blah, blah. While one hopes these communication efforts are of good nature, it avoids a pressing consumer question: “What can you do for me?” https://youtu.be/vM3J9jDoaTA Every Covid-19 Commercial is Exactly the Same In these uncertain times (apologies for...

:: April 27th, 2020   Lean into Friction: Qualities of Quarantine

The entire world has felt the jolt from the ongoing pandemic of COVID-19. Routines of daily life are disrupted, making even the most basic constructs change. Gathering is limited, children are home from school (and “pandemic-learning”), communication is distant, travel is scarce and even ways to get physical activity has become remote. While changes are difficult, people are quickly learning to acclimate. Rather than stopping during the initial shock, the world reassessed how to adjust to new limitations. Acknowledging new...

:: April 20th, 2020   Adjusting to New Norms: Consumers and Market Research Now

From family members to research houses to end clients, the entire world has been impacted by the pandemic and working to understand how to adjust and progress forward. The phrase “new normal” has latched onto numerous conversations since the start of COVID-19. Change has inevitably caused a shift in priorities and expectations, leaving companies questioning how to get to the next phase. Relative importance from the start of 2020 to now, it is easy to pick out aspects of life...

:: March 25th, 2020   The Show Must Go On: Consumer Research During Difficult Times

Navigating the COVID-19 situation has proved to dramatically shift the daily lives of entire countries. The COVID-19 pandemic evolves at a rapid pace with the uncertainty of when the outbreak will abate, resulting in a lot of unrest. Job security, travel restrictions and mandatory lockdowns are just some of the variables impacting daily life. For the latest updates regarding COVID-19, please consult the CDC, World Health Organization (WHO) and local government websites as recommendations will vary by location. While the...

:: February 12th, 2020   How to Keep People in the Mood: The Art of an Efficient Ad Campaign

Over the past decade alone, the mediums in which advertisements are viewed have grown rapidly. From television ads and billboards to social media and app advertisements, the various options of exposure have exploded. Yet, with all this potential, ad runs must beg the question of campaign fatigue or wearout. The concept of wearout, or the decline of a response to an ad, is challenging to study since ad exposure cannot exist in a vacuum. Technology provides numerous instantaneous luxuries and...