Tight Cultures Prefer Tight Logos: Semiotics of Space Differs across Cultures

Click here to access the slides Click here to access the slides   Transcript of recording with Dr Tanvi Gupta – generated automatically by HappyScribe which means it will be about 80% accurate – if you spot confusing errors, please email ray@new-mr.com. The timestamps are included to help you jump directly to a point of interest.   [00:00:06.040] – Dr Tanvi Gupta So today, I’ll be presenting to you one of our forthcoming papers in the Journal of Consumer Research, which is titled Safe Together Vulnerable, like how interstitial space impacts Logo’s Impacts Brand Attitudes in Diet versus Loose Cultures. So I have co-authored this paper with Professor Henry Cabot from Boston College. And in this paper we basically look at the meaning of empty space within Logo’s and how different cultures interpret the same empty space differently. The logos are actually carriers of brand meaning, and we all know that auto companies tend to spend a lot of money and a lot of thinking to come up with Fetlock when there’s a lot of research that goes behind that.   [00:00:50.590] – Dr Tanvi Gupta And one of the main goals of visual branding is to design logos in […]

The New Research Paradigm: More Show and Less Tell

Click here to access the slides Click here to access the slides In today’s disrupted world, researchers must re-think their solutions – especially in terms of how they can get closer to consumers to gather more accurate information and to deliver deeper insights. The good news is that there are many opportunities to develop more consumer-centric research that shows us what consumers are doing (behavior-based) instead of relying on them to tell us about it (recall-based). We will present 3 research approaches that are more show and less tell: • Metaphor elicitation that captures motivations in a more intuitive, System 1 way • New technologies that capture consumers in real-life and real-time • Video capture to reveal behaviors and emotions Presentation by Douwe Rademaker