One of the things we like to do most is to help organisations communicate clearly. So we do a lot of testing of organisational communications of various kinds such as disclosure documents, fact sheets, labels and the like. We always advise our clients that 'understanding' involves more than just understanding the words. This paper on nutrition claims supports our view. Based on our insights and supported by the evidence in the study described in the paper, here are three tips for testing labels, fact sheets and claims.
I have been looking at cookbooks and magazines which feature Christmas recipes. All were published in 2018. I have come to the conclusion that Christmas as a cultural (rather than religious) festival in Australia has become very muddled. In research terms, I could say that the ‘narrative is incoherent’, but I think I will stick with muddled.
How can cookbooks and magazines tell us anything about Christmas?
What would marketers and other decision-makers miss if they no longer had access to qualitative research? Here are the ten best reasons.
This is a summary of a post by Kevin Gray, who was in turn summarising a piece by John Creswell. I agree with all of it, but have changed the wording a little.
Advertising the Racing NSW brand on the Sydney Opera House is a failed co-branding attempt. It failed because of the clashing symbolism of the two parties involved.
Is this a billboard or is it co-branding?
What is your view on how people make decisions? In this blog post I describe why we at Susan Bell Research think sense-making is such a useful way to think about how consumers, citizens and business people make decisions. For us, it is better than the alternatives, so let's start there.
Recently, the impact of our work was seen at a national level during the Banking Royal Commission where several of our reports were submitted for consideration.
We conduct many projects on emotional, sensitive or challenging topics, connecting with customers who are in difficult or confronting circumstances of various kinds. Our research into emotion-driven decision-making focused attention onto the impact on individuals navigating life-changing decisions about superannuation, retirement and investment.