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Fresh Squeezed Ideas

Company Description

Fresh Squeezed Ideas impacts marketing decisions through the lens of behavioral science and cultural anthropology.

We challenge marketing best practices by first starting with INSIGHT - developing an intimate understanding of your consumer's underlying motivations. Then develop a powerful values-based STRATEGY that differentiates your brand and attracts customers. Lastly, with solid insights and a sound strategy in place, we develop a Creative Brief and recommend on-target marketing EXECUTIONS that connect with your customers and help drive your business.

Affiliations:
  • ESOMAR (International)
Company type:
  • Consulting Services
  • Full Service Market Research
  • Qualitative Research Services
Telephone:
(416) 235-0909
Address:
18B Mowat Avenue
2nd Floor
Toronto, Ontario, M6K 3E8
Canada
Metropolitan Area:
Toronto (ON)
Region:
Ontario
Countries where research is conducted:
United States of America, United Kingdom, Australia, Canada, China, India, Germany, Brazil, Japan, Mexico, New Zealand, Poland, Portugal, South Korea, Spain, Thailand, Turkey
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Products (1)

ProductImage Attribute Elicitation Task

A research method that can be done both in an interview setting and online, it solves the "say-do gap", which is the disconnect between what people 'say' they are going to do and what they 'actually' do. The biggest brand challenge for Marketers is knowing what customers truly value in a product or service. A conventional approach is to use tracking surveys with predetermined lists of attributes that may or may not include those that people deem important. We have taken a validated interview technique that originated in clinical psychology and adapted it for use in market research. People organize their experiences with the world into conceptual classifications that can be differentiated and described using 'attributes' of those classifications. Going beyond the typical 'just ask' model, the AET is an implicit measure to get at the relevant attributes by simply asking people to compare triads of products (or brands), and tell us what make two similar and the third different. This allows us to bypass the usual biases that are present when directly asking people what is important to them, and leverages the real-life comparative nature of human decision making processes.

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Market research resources (5)

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