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 Research. When we began conducting market research for healthcare companies in 1993, we focused on communications research. However, as the industry evolved, so did we. In the early 2000s, we started utilizing biometrics and applied neuroscience to study TV pilots, broadcast, print, and social network communications.
Over the past three decades, we have continued to expand our capabilities by entering the world of sensory and product testing. Collaborating with clients across various sectors to help build strong, specialized, and targeted research programs to meet expanded client needs has, in turn, pushed us to expand our own toolbox to include a range of validated measures from neuroscience, psychology, and traditional market research. The addition of these tools to our work has provided valuable and actionable insights into consumer behavior and perceptions. In our experience, we have found an overarching driver of success is not in one ad or one design but in the overall, multi-dimensional experience of brand harmony.
Brand harmony is when you are able to create a seamless and cohesive experience for the consumer, blending brand and product perceptions.
In the world of advertising and communications testing, the focus is heavily on breakthrough and recall, but does the “most seen” concept truly represent the consumer’s product experience? Do the emotions experienced during an ad match the sentiment that the brand itself evokes? To answer these questions, it is essential to evaluate messages not just for their potential to break through but also with regard to the consumer’s product experience. While communications and product testing are often researched in silos by different departments with different evaluative criteria, it is critical that all elements of messaging and brand representation are congruent with product experience.
Having product developers and brand marketers work together toward a cohesive concept creates a cross-functional synergy for brand-message-product harmony. This brand harmony aligns consumer expectations with the product experience, increasing overall satisfaction.
As we celebrate 30 years in business, our next frontier is continuing to promote the importance of quality research programs that work towards ensuring the product meets the promise.
We are proud of our journey, all we have learned, and the role we have played in helping our clients navigate the ever-evolving landscape of consumer research (from new technologies to new insights). Thank you for your continued support and trust in our company. We look forward to the next 30 years and beyond, providing high-quality research services and making a positive impact in the world of consumer research.