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Food and Beverage blockchain technology
Food & Beverage

Changing the Food and Beverage Traceability Landscape

By Ken Donaven, Martec Director I’m a foodie…in both my personal and professional lives. I love everything about food – shopping for it, preparing it and especially eating it – plus, the food and beverage industry is a growing focus within the market research I conduct on a daily basis. With that said, blockchain is

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electric car, EVs, charging station
Automotive & Transportation

What’s Holding Back the Dream of the American Electric Car?

Electrification in the automotive industry is no longer a trend on the cusp; it is now a reality. But just how big is the market? Electric vehicles are moving beyond their nascent period with respect to technology, but they are still far behind in terms of production scale—especially in North America. China has, by far,

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Plutchik's Wheel of Emotions
Emotion Intelligence

Using Plutchik’s Wheel of Emotions in Market Research

Emotion research is becoming more popular, but there are many arguments about the “best” or “most accurate” way to complete it. There are those who go the neuroscience route, using electroencephalography (EEG), eye tracking, and other physiological measurements to capture how subjects are feeling. Then there are those who don’t go deep enough and simply

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targeting specific emotions
Emotion Intelligence

Targeting Specific Emotions in Your Customers

Anxiety and excitement have a lot in common. They produce similar symptoms: your heart beats faster, your breathing speeds up, etc. According to Psychology Today, “there is very little physiological difference between fear and excitement.” There are plenty of self-help articles based upon the idea that through cognitive reappraisal, you can turn your anxiety into

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scalable emotion research
Emotion Intelligence

A Scalable Approach to Emotion Research

Breaking through the myths surrounding emotion research There is a common belief among the market research community that emotion research must be costly, time-consuming, and difficult to complete. The mistaken assumption is that to get at customer emotions, researchers need to be in a lab setting with high-tech machines and neuroscientists who specialize in human

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simple approach to emotion research
Emotion Intelligence

A Simple Approach to Emotion Research

When it comes to market research, options will never be lacking. Every day, it seems there is a new technique for gaining an understanding of your customers – each more complex and bizarre than the last. Emotion research, however, may just claim the title for most fragmented: nearly every market research company approaches the study

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seamless approach to emotion market research
Emotion Intelligence

A Seamless Approach to Emotion Research

How to begin your emotion market research It’s important to understand the value in emotion market research, but what if you already see the value in it but don’t know how to do it? If you haven’t focused on emotion research in the past, the thought of an unfamiliar area of research may seem daunting.

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fuel saving technology
Automotive & Transportation

Beyond EVs: A Broader Look at Fuel-saving Innovations

Although the future of government mandated fuel efficiency standards may be in doubt, fuel-saving technology is here to stay. Consumers are increasingly conscious of both the environmental impact of and the cost of fuel for their daily driving. Further, fuel-saving innovations are not just design decisions to make the vehicle more fuel-efficient, but actual technological

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A Practical Approach to Emotion Intelligence
Emotion Intelligence

A Practical Approach to Emotion Intelligence

Emotion research is a growing trend in the market research industry – a simple Google search for the term reveals thousands of hits, all extolling the virtues of emotion analysis, so it can be overwhelming trying to decide which direction to take your market research and who to entrust with the process. Although there are

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Methodologies

Blockchain & MR … My Two Bitcoins

“Blockchain technology represents the second generation of the internet.” – Alex Tapscott While it seems everyone and their neighbor is now talking about blockchain and cryptocurrency, the underpinning technology or algorithm has been around for years.  And, the truth is that very few people have a working understanding of the concept, let alone the implications

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growth forecasts
Methodologies

Predicting the Future – It’s Not Just for Psychics Anymore

A common concern with market research is the belief that too many of the findings focus on the past and “growth forecasts” often are based on gut feeling, not data. It’s common for researchers to describe “where the hockey puck has been,” but as one of our clients routinely says, “I know where the puck has

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Martec Emotion Score MES
Emotion Intelligence

The Next Step in Customer Satisfaction: Martec Emotion Score

“The customer is always right.” This mantra has been repeated so often as to become nearly cliché. So why do we hear it so often? Because the success of a company is largely defined by the happiness of its customers. Understanding a company’s performance across various metrics is important, but at the end of the

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