OUR BLOG

Reflecting on 30 Years of HCD Research: Lessons and Insights from the CEO

A note from Glenn Kessler, the founder and CEO of HCD Research I am excited to announce that this month marks the 30th anniversary of HCD...

SIMPLICIT - Combining Emotional Scaling with Timed Reaction Tests

SIMPLICIT, combining emotional scaling with timed reaction tests to show how perceptions and affective responses predict consumer decisions.

Brand Harmony: A Frank Discussion on Cross-Functional Teams to Cross-Functional Research Recap

HCD's Webinar on Brand Harmony - Does your Product meet the Promise?

Does the Product Meet the Promise? Beating the Drum on Brand Harmony

What is Brand Harmony and why is it so important to any business strategy?

Your perception of a product: Where does it come from & how does it change your purchasing decision?

How does the perception of a product affect our purchasing decision? Where does it come from?

New Hire Alert

Helen Ross is a new hire at HCD Research as the Creative Marketing Manager!

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...

“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...

The Impact of Logo Colors

As seen in INsights magazine… A business logo has the potential to encapsulate messages a company hopes to portray. While there are many...

Fame, Fortune or Failure: The Life of Celebrity Endorsements

Athletes, comedians, singers, actors, and more recently social media influencers are often strategically paired with certain brands in an...

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

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...