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Book Reviews
How to Make People Buy: The Art & Science of Enabling, Engaging, and Empowering Your Customers
This article reviews How to Make People Buy (2024) by Thomas Ramsøy, CEO of Neurons Inc., which challenges marketers to move beyond attention alone and master his 4-Power Model: attention, emotions, understanding, and memory. Using famous campaigns like Sony Bravia’s bouncing balls, Ramsøy shows how even award-winning ads can fail if the brand isn’t at the heart of the story. He shares neuroscience-based tips—logo placement, eye-guiding contrasts, simplifying visuals, embedding key messages—to create ads that capture attention and drive memory. While the author is skeptical of metaphorical advertising, the article argues effective metaphors can still fuel some of the most iconic campaigns. […]
Podcasts
Online Qualitative – Where We’ve Been and Where We’re Going: A Conversation with Jen Dale
QRCA luminary Jen Dale shares a fun conversation with Foster Winter about her 22 years in online qualitative research—the past, the present, and the […]
Schools of Thought
Let’s Find a Jugaad! Creating Innovative Solutions with Limited Resources
The Jugaad mindset, an Indian mindset of innovation, gives us the tools & means to overcome, creatively. It is an optimistic mindset of not giving up in times of crisis. […]