Do I “Really” Have Your Attention?

Sure, people remember your ad. But do they know what it was for, or who it was by?

Laughing All the Way to the Bank?

Trials and Tribulations of Humor in Advertising.

Uncovering Customers’ Real Motivations

Since the 1950s marketers have devised various tools and methods designed to uncover consumer motivations-projective techniques like sentence completion, collages, or word association tests, focus groups, ethnographic studies, and depth interviews. While all these method may yield valuable insights, one that is useful but less well known is a technique called “laddering.”