Wednesday, June 5, 2013 - 2:21pm
Listen to Kevin Ryan, Founder and CEO of Glit Groupe, as he talks about how marketers must leverage technology to reach consumers in new and different ways. The extent to which Gilt Groupe is able to tailor daily deals, email messages, and web-interface, as well as measure sales, is revolutionary.
Monday, June 3, 2013 - 4:01pm
An Academic Look at Insights
Interview conducted by Ideas To Go Chairman Ed Harrington on April 11, 2013
Monday, June 3, 2013 - 11:24am
The Yale Center for Customer Insights continued the conversation between academics and insights professionals at our recent conference, held May 10 & 11, 2013.
Wednesday, May 29, 2013 - 3:15pm
Ideation Session Generates Proposals for a More Integrated Yale
Thursday, March 28, 2013 - 10:37am
How to take a successful brand into uncharted territory
Imagine you are the CEO of a Fortune 500 consumer products company. Things are going well, very well, for you: your recent product launch was a smash, investors are enamored, and Wall Street is singing your praises.
Thursday, March 21, 2013 - 9:25am
Strategic Marketing Leadership: The Role of a Chief Marketing Officer was first offered in the spring 2012 semester. It aims to give students a complete view of the CMO role. Co-taught by Ravi Dhar, the George Rogers Clark Professor of Management and Marketing and director of the Yale Center for Customer Insights (YCCI), and Arun Sinha, senior faculty fellow and YCCI executive-in-residence, the course offers what Sinha calls the "C-suite perspective"—the overarching, holistic understanding of an organization that a top executive needs.
The course reflects the spirit of Yale SOM's integrated curriculum by crossing interdisciplinary boundaries to provide a more complex view of the challenges organizations face. Weekly guest speakers, drawn from a spectrum of sectors, address big questions in marketing, citing real-life examples from their workplaces. Sinha and Dhar then lead in-depth discussions of each topic.
See five CMOs from a spectrum of sectors discuss how they address big questions in marketing. Watch the video:
Friday, March 15, 2013 - 10:37am
The omnipresent smartphone has the potential to change the entire shopping experience, from the initial evaluation stage to the moment of purchase. Yale SOM's Ravi Dhar talks to two CMOs about how their companies are responding.
READ MORE AND SEE THE VIDEO
Monday, March 11, 2013 - 8:35pm
Now, finally, we know why sea hamburgers taste better than crab cakes.
Wednesday, February 20, 2013 - 12:59pm
A major theme dominated at YCCI's recent conference - we are welcoming a new era of marketing with people at the core. As consumers gain voice in an interconnected globe, the marketers of tomorrow have to learn to think in an integrated way about engaging consumers wherever they may be. The marketers of tomorrow must find innovative ways of forging relationships with consumers.
Hear more about this trend from our speakers.
Tuesday, January 29, 2013 - 4:48pm
Wednesday, January 9, 2013 - 9:21pm
Americans today suffer from a “time famine” – that feeling that there aren’t enough hours in the day to accomplish what we set out to do. As a sign of these busy times, twice as many Americans would prefer two weeks of vacation to two weeks of extra pay. And while there is nothing we can do to add even another minute to our days, we can change our perception of the 24 hours available to us.
Friday, December 21, 2012 - 12:27pm
Most of us can relate to the feelings of excitement and anticipation that comes along with eying a beautifully wrapped gift with our name on it. Unfortunately, most of us can also relate to the disappointment of opening such a present only to discover socks, long underwear or even a fruitcake waiting inside.
Tuesday, December 11, 2012 - 1:41pm
HelpAge India, a nonprofit that supports India's 90 million senior citizens, gave K. Sudhir, the James L. Frank '32 Professor of Private Enterprise and Management and professor of marketing, two weeks to figure out how to increase donations through its direct mail advertising. In that short time, Sudhir designed an experiment to learn how alternative messages in the direct mail campaign can improve fundraising.
Wednesday, May 23, 2012 - 3:40pm
Economists and marketers have long assumed that potential customers rationally weigh the costs and benefits of every possible choice before deciding what to buy. Under this assumption, marketers use tidy frameworks to help identify ways to influence consumer decisions.
As it turns out, this assumption is wrong. While shopping, we don't think as much as we think we think.
Wednesday, May 23, 2012 - 3:24pm
As February draws to a close, we can reflect on a month associated with both guilt and pleasure. Valentine's Day means heart-shaped boxes that soon rattle with the sounds of empty wax-paper chocolate holders. Bathroom scales are pushed to a shadowy corner. Through a headache and haze, we greet half-remembrances, better forgotten, of Mardi Gras revelry. To borrow from Emerson: Guilt is in the saddle, and rides mankind.
Tuesday, March 20, 2012 - 10:42am
The Center for Customer Insights hosted Claire Hughes Johnson, VP of New Products, Media and Platforms at Google, this past February at our Higher Velocity Marketplace conference.
She gave an insightful and entertaining talk titled The Acceleration of Everything, about how rapidly the ways to connect with, and learn about, consumers are changing, with vast amounts of data being collected every second. How marketers use this data can help them to "be found, be relevent, and be engaging" to their consumers...because consumers are leading the way!
Wednesday, February 1, 2012 - 3:46pm
It's called the whale curve -- a schematic representation of profit, replicated below. It illustrates, among other things, how 200 percent of profit can come from only 10 percent of customers. Fifty percent of customers might account for 250 percent of profit. And the bottom half of customers can actually bleed the profits of the firm. Innovation in accounting, called activity based costing of individual customers, has led to this important insight.
Sunday, January 22, 2012 - 8:30pm
Remember the time you bought your first iPod? Was the decision influenced by a TV ad? Or did someone you trust, perhaps a technology enthusiast, gave you unsolicited advice and perhaps a quick demo? Did the same happen with a Kindle when it first came out? How fast was the progression from awareness to consideration to purchase to loyalty?
Monday, December 12, 2011 - 1:21pm
History is littered with cases of adventurous marketing initiatives that crossed consumers’ limits of acceptance. Often, it is not because these ideas were unwelcome or the firms did not have the capability to deliver on the core benefit. Rather, these cases can be viewed in terms of a lack of permission for the brand to conduct specific initiatives.
Wednesday, November 30, 2011 - 5:36pm
Suppose you are an executive in charge of marketing decisions for your firm. Your R&D people have developed a new product, and you need to decide what price to charge. Do you feel confident predicting what people will pay? Shane Frederick, a professor at Yale School of Management, is confident you’ll overestimate how much the typical person will pay – and overestimate it by a lot.
Tuesday, November 29, 2011 - 7:25pm
Are There Any Customer Insight "Holy Grails"?
Ken McGee (Gartner): Are you working on customer insight projects that really represent the "Holy Grail" for decoding customer "wants and changes"?
Dr. Ravi Dhar (Dhar): One of the Holy Grails is what Steve Jobs was innately known for - the preferences people already have but cannot articulate, identify or know that they even have.
Wednesday, November 16, 2011 - 5:20pm
In an episode of the popular sitcom Seinfeld, George thinks he has purchased a car that once belonged to the actor Jon Voight. In every conversation he finds a way to drop in the name and basks in the reflected glory and people are very impressed with him and his car. Inevitably, at the end of the episode, it is discovered that the car indeed had an owner called Voight (first name John), who was most certainly not the famous actor. At this point George is utterly disgusted with the very same car that gave him so much pleasure and pride just a little while back.
Why would this be? Why indeed would people buy objects once owned by celebrities? This question was examined by another George (George Newman, assistant professor of organizational behavior at Yale School of Management), along with his Yale colleague Paul Bloom and Gil Diesendruck of Bar-Ilan University, Israel.
Tuesday, October 11, 2011 - 1:49pm
At least everyone who has it cares, but who really cares? Or, to look at this from an economic perspective, who places a higher monetary value on Medicare? That was the question Yale marketing professor Ahmed Khwaja set out to answer. Using a unique dataset from the Health and Retirement Survey, he constructed an interesting model that can monetarily identify the value placed on Medicare.
Wednesday, August 24, 2011 - 3:00pm
It sounds counter-intuitive. A big studio movie, especially one based on a popular Disney ride, would have been expected to be advertised to saturation point. And perhaps it was, as far as the theatrical release goes. But we know that movie revenue is not limited to just movie theatres; it includes secondary sources such as DVD sales. In fact, the term "secondary" could be inappropriate, as DVD revenue through sales and rentals was more than twice box office revenue in 2008. Given that dynamic, how should movie studios advertise their DVD releases in order to maximize profit? Especially when they have no idea how their movie is going to perform in the market?
Thursday, August 18, 2011 - 1:39pm
Here is the simple answer – Remind consumers of the opportunity cost.
Here is a fuller answer. Economic theory assumes people are rational and will evaluate costs and benefits properly when making decisions. But reality is a bit messier than that, leading to all sorts of situations where people don’t necessarily make the right decision. One specific type of situation is when consumers are contemplating a purchase decision.
Tuesday, May 31, 2011 - 11:18am
An estimated 2 billion people around the world watched the modern day fairy tale wedding of Prince William and Kate Middleton. The sumptuous ceremonies were telecast live in many countries around the world. While the British Royalty was displayed in full regalia, it may not have been as clear that the bride and groom had previously made an important choice.
Monday, May 23, 2011 - 3:16pm
The world still spins at the same speed as always, but these days, technology, innovation and consumer expectations are moving faster than ever. Last Friday at the sixth annual YCCI Marketing Conference: “The Higher Velocity Marketplace: Technology, Innovation and Engagement in the New Marketplace,” 5 key change-drivers took us for the ride.
Wednesday, December 1, 2010 - 5:06pm
It’s clear why shoppers like store brands. Private labels are cheaper than their name brand counterparts, and in categories where the store brand and name brand are virtually identical, buying private label is a way to save pennies without sacrificing too much. And during these recessionary times, those pennies are worth a lot to many consumers.
Wednesday, October 27, 2010 - 4:40pm
Jerry Seinfeld made millions by crafting “a show about nothing.” However, when it comes to marketing, is it really a good idea to have “an ad about nothing?” New research from YCCI Fellows and Yale SOM Professors Dina Mayzlin and Jiwoong Shin suggests that if you have a high-quality product, an “uninformative” ad may actually be the best way to connect with consumers.
Monday, August 9, 2010 - 11:05am
It seems too good to be a true: a costless way to get consumers to like your product more, to pay more for it, and to consume more of it that involves no changes to the product itself. However, a new working paper from Jong Ming Kim and Professor Nathan Novemsky of the Yale School of Management suggests that, at least for certain categories of products, this effect can be achieved just by having consumers rate a product on dimensions that are described using elegant language. For example, when people were asked to rate how velvety a wine was, they liked it considerably more than when they were asked to rate how smooth a wine was, even though both groups rated the same wine.
Thursday, December 3, 2009 - 1:00am
New Haven, Conn., December 3, 2009 — Maps depict northern locations to be above southern locations, and our speech commonly describes north to be above south (e.g., "up north" and "down south"). According to a study published in the December 2009 issue of the Journal of Marketing Research, the well-learned association between vertical position and cardinal direction leads people to erroneously infer that northern locations are physically above southern locations, which in turn shapes consumers’ judgments and choices.
Tuesday, September 9, 2008 - 12:00am
New Haven, Conn., September 9, 2008 - Whether deciding to buy a new iPhone or a new car, consumers often do not consider that the initial thrill of a new purchase will wear off over time, according to new research from the Yale Center for Customer Insights at the Yale School of Management.
Thursday, September 13, 2007 - 12:00am
New Haven, Conn., September 13, 2007 – Extreme price shoppers for groceries – those who contribute negative gross margins to a retailer – are a very small share of the market and do not have a significant adverse impact on retail profits according to a study by researchers at the Yale School of Management and SUNY Buffalo.