Eliperelman.com

In consumer and B2B market research circles we are often asked to measure brand awareness and/or familiarity with brands, products, and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from...

In consumer and B2B market research circles we are often asked to assess market awareness and/or familiarity with brands, products and spokespeople or causes. These two related, but separate constructs, represent the first steps on the pathway from prospect...

Last Chapter                                                                        Next Chapter Dinner simmered on the stove, the pot lid didn’t match the pot a hundred percent, and the rattling was a constant background noise. Everyone was gathered...

Regular readers know my work focuses on building more relevant content for the target audience. One of the common objections to this goal is that it is very difficult. How do I know what my audience needs? How do I build content to meet their most pressing...

SINCE LONG BEFORE Walter Benjamin wrote of Mickey Mouse films that “here we see for the first time that it is possible to have one’s own arm, even one’s own body, stolen,” it’s been clear that the pleasure of projecting ourselves into mass media imagery...