Addressing Consumer Well-Being in “Immersive Services” like Healthcare, Education, and Hospitality
“Immersive services” are everywhere, from hospitals and eldercare facilities to schools and travel experiences. These services surround consumers, embedding them within structured environments that shape their daily lives. But what happens when these structures limit the consumer’s freedom to make independent choices? A new Journal of Marketing study explores this question, uncovering the challenges and opportunities for empowering consumer […]
An Innovative New Tool Draws on Emojis to Improve Consumer Sentiment Analysis
In today’s hyperconnected world, social media has become a critical channel for businesses to understand consumers. While social listening tools are widely used, they often fall short, providing only a superficial understanding of consumer sentiment. Existing methods struggle to capture the full spectrum of emotions beyond basic sentiment (positive, negative, neutral), hindering companies’ ability to […]
Let People Talk: Rediscovering the Human Side of Marketing Insights
Marketers have access to more data than ever, but that abundance can sometimes pull us away from what truly drives consumer behavior: human motivation. I’ve spent my career studying why people make the choices they do (often irrationally) and helping brands connect those dots in ways that drive growth. If there’s one thing I’ve learned […]