5 min read
The Four Reasons Market Research Fails to Drive Action – and What You Can Do About It
Every year, organizations invest millions into market research. Teams labor over survey design, conduct interviews, synthesize findings, and prepare...
Point-of-View
4 min read
Can Algorithms Understand Emotion?
Why Emotional Meaning Requires More Than Data Emotion is one of the most powerful forces in human behavior—and one of the hardest to interpret. In an...
4 min read
Elevating Market Research with Narrative Psychology
In today’s market research landscape, understanding consumer behavior goes beyond traditional methods. At Threadline, we believe in delving deeper...
2 min read
Non-users Won’t Help You. Study Almost-Users Instead.
Whether to interview non-users is one of the most controversial questions in market research. Is it better to understand a hardcore user’s...
4 min read
What is a brand and how do you know it’s any good?
There is very little agreement among academics and practitioners regarding what is or is not a brand. Even less regarding what makes for a good one....
4 min read
Marketers Need to Pledge to Do No Harm: The Marketer’s Oath
Marketing has an impact on people’s lives. The benefit of that impact is up to us. Yet, there are very few expectations on marketers as an industry...
2 min read
Brand Relationship: Why emotions aren’t enough in brand building.
Over the past two decades, emotions have risen in prominence within marketing. No longer was it enough to prioritize features, run promotions or come...
3 min read
Positioning is Stuck: Build brands that grow and last with stories
When Jack Trout and Al Ries began advancing positioning as a tool for marketers, its focus was on efficiency in understanding the consumer....