Musings from the minds at Corona Insights. Sign up for our quarterly newsletter to always receive the latest content.

7/17/13

Part 2: Behavioral intention—What we plan to do

Social psychologists suggest that before people engage in an action, they cognitively create behavioral plans (i.e., intentions).  You probably intend to drive to work before you get in the car, and you plan to bake cookies before warming up the oven.  Hundreds of studies have examined behavioral intentions, and these studies have found that behavioral […]

By Matt BruceRead More

7/16/13

Part 1: Previous Behavior – What we did

Sometimes we need to know about shopping behavior or drinking behavior or seatbelt use, and because of time or cost, we are unable to conduct a diary study or observational research, so instead we ask about previous behavior.  This is a reasonable substitute for many types of behaviors because previous behavior is typically a strong […]

By Matt BruceRead More

7/15/13

Measuring human behavior: Opportunities and Challenges

Tracking, predicting, or measuring change in human behavior is often the goal of market research. We frequently want to know what people do, how they spend their money, or who they vote for. While understanding attitudes, perceptions, and other precursors to behavior is important because they are the avenues to persuasion, sometimes our focus on […]

By Matt BruceRead More

7/10/13

Proxies for culture

We often rely on formal market research to measure attitudes, values, lifestyles, and other measures of culture, yet given that culture touches everything around us we often don’t need to look far for other signs of a shifting culture. Trends in one area can easily show insight into another. For example, the increasing sales of […]

By David KennedyRead More

6/13/13

How to tell real market research from … other stuff

A few years back, a coworker and I wrote a couple of entries for the Encyclopedia of Survey Research on the topics of “sugging” and “frugging”. These are highly unethical practices where an organization attempts to sell a product or fundraise in a manner that uses market research as a cover. I got something in […]

By Kevin RainesRead More

6/7/13

Corona Insights takes home another Gold Peak award

  Last night Corona Insights was honored to have received a Gold Peak Award for our market research work to inform the Donor Alliance’s marketing strategy. This is the third Peak Award that Corona Insights has taken home from the CO+AMA. In 2010 Corona took home the Silver Peak award for our rebranding and in 2011 Corona won a […]

By Kassidy BensonRead More