Consumer research is dangerous.  We all know the upside — how research can unearth insights to transform a campaign. But let’s pause for a moment to consider the risks: How…

In 1955, the legendary Chicago ad man Leo Burnett wrote to the advertising director at Philip Morris to defend his agency’s hold on a new account — Marlboro cigarettes.  The…

There are a ton of ways to botch a focus group. But let’s pause for a moment to ask a baseline question about the world’s most common qualitative method: Is…

What gives anyone the right to influence other people’s behavior?  Who am I, working just outside Washington, DC, for some non-profit, foundation or even your own government, to wield influence…