Blog Articles

What Drives Positive Product Reviews?

July 11, 2019

There’s no question that online product reviews are a great way to measure consumers’ reactions to a product. But while the average rating score might tell us what consumers think about a particular product, it doesn’t tell us why. And how can a company improve a product or its messaging without knowing why it’s satisfying Read more

The Difference Between Strategy and Tactics

June 12, 2019

Businesses always talk about strategy and tactics, but sometimes the terms get confused and are thought to be interchangeable. It is important to understand that the two terms are different, but both are equally important for successful branding. So what exactly are the differences between strategy and tactics? Strategy vs. Tactics Strategy defines your brand’s goals Read more

Where Did Game of Thrones Go Wrong?

May 29, 2019

As the dust settles on the final season of HBO’s Game of Thrones fan reactions are sharply divided, with some calling the conclusion rushed and nonsensical, while others seem perfectly satisfied with it. But the numbers don’t lie — season eight is generating much lower scores on both IMDB and Rotten Tomatoes than any of Read more

Should A Brand Care About Social Currency?

May 9, 2019

Social currency is a buzzword you may have heard before, but few businesses really understand what social currency is and how they can lever it to generate awareness and sales. But a brand that can translate social currency into sales may have found how to spin straw into gold. Social Currency: What Is It, And Read more

Can Today’s AI Speak English?

April 25, 2019

We can communicate instantly with anyone in the world, which means quick and automatic translation has nearly become a necessity. Over the past 15 years, services like Google Translate have brought machine translation into our lives, and have improved communication across the globe. But even as machine translation technology gets better, there’s still a lot Read more

What Final Twist Does Game of Thrones Have In Store?

April 11, 2019

A Social Media Analysis of Fan Expectations (Note: This article may — or may not — contain spoilers for the final season of HBO’s Game of Thrones.) With the final season of HBO’s Game of Thrones upon us, fan speculation has reached a fever pitch. How will this epic tale, 8 years in the telling, Read more

“Bottoms-Up,” Amazon, and Google: Eyes Wide Open

March 14, 2019

Steve Jobs once famously said: “People don’t know what they want until you show it to them.” These words have been quoted and re-quoted thousands of times, often framed as a visionary pronouncement from an idealistic genius. And yet, apart from the perhaps self-deceptive conclusions that many entrepreneurs have drawn from them, they contain an Read more

Emotion Marketing: Using Emotion to Carry Your Message

February 28, 2019

The last time you went car shopping, did you notice something interesting about the front of all the cars you saw? How some cars looked like they had friendly faces, with upward curving grilles and wide headlights to make them look like they were smiling at you? Or how other cars have a glaring headlight and angry Read more

Introducing Pathfinder

January 25, 2019

Too many solutions and research firms remain very good at answering the questions related to the who, what, when, where, and how. However, they often fail to answer the most important question: the why.