This research focuses on consumer brand usage segments and the responses they give to negative attributes in brand image studies. Analysis was conducted across three markets and four approaches for measuring brand beliefs with respondents who were current users, past users or had never tried a...

New products are common in consumer goods categories, but their success is never guaranteed. The businesses that introduce new consumer products lack benchmarks about what success can reasonably be expected from their new products. To benchmark new product success, this study uses thousands of...

We confirm our 2007 conclusions concerning the Pareto Law. Our conclusions are now supported by many other data sets, and independent analyses.It's wrong to talk about an 80/20 law in marketing. A brand's heaviest 20% of buyers generally contribute not much more than half of a brand's sales, and...