Posts by Jessie Kingsford


The business value of customer experience research

There’s a massive gap between the experiences consumers want and what organizations are giving them. According to Bain and Co, 80% of organizations feel like they are providing a great experience, yet only 8% of customers actually agree. Failing to bridge the gap can be costly. In fact, 80%of customers have opted to switch brands […]

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6 Key stages in product research you need to get right

In the 1990’s credit card giant American Express analyzed their customer base and recognized that many of their customers were business professionals who valued points for airlines and hotel stays. From that research, American Express created a new line of products geared towards this segment. Today, these credit cards are still among American Express’s most […]

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3 Steps to Successful Product Concept Testing

In the 1950’s, Ford invested $350 million ($3.1 billion in today’s rates) in the Edsel. The company ran consumer polls, but managers ignored the research. Instead, they ran a hype-filled marketing campaign. When the product launched, even its revolutionary features like Teletouch transmission and electronic controls were not enough to save it. The Edsel was […]

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Three Ways to Price Products for Maximum Profitability

In the 1990’s, hard disk drive producers invested $6.5 billion in product research and development over four years. Their investment resulted in tremendous breakthroughs, improving storage capacity a thousandfold. As hardware storage increased, the price per surface area dropped 70 percent. As a result, these organizations realized net losses of $800 million, because they failed […]

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Launching New Products the New Balance Way

For most of history, shoes were made to protect people’s feet from the outside elements. Today, they have evolved from something to keep your feet warm, to status symbols where design is just as important (if not more) as functionality. The sneaker world is booming from millennial demand and professional athletes launching their own brands […]

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4 Steps to Effectively Test Your Ads

During the 2018 Super Bowl, a 30-second ad cost an advertiser $5 million, which was five times as much as MVP Quarterback Nick Foles made all season. (After that famous catch, he got a raise). Ads are expensive, they’re everywhere, and advertisers aren’t planning on slowing down anytime soon. And while it’s probably a matter […]

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Good Brand Names Don’t Sound Like Dead Bodies

In the early ‘90s, Amazon founder Jeff Bezos set out to find a brand name for his small bookseller. Wanting to associate the amazing logistics with magic, Bezos opted to name the company Cadabra, in reference to ‘abracadabra’. The name was anything but. Bezos’ first lawyer pointed out that over the phone you could easily […]

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