Kelton

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Latest Opinions

  • Social Norms in Culture and Business

    Social norms keep society functioning and reduce deviance through social sanctions. While norms may keep society in check, they must also be bent and expanded from time to time to allow for societal progress. Take interracial dating for example – social norms, and the sanctions that went with them prevented interracial dating long after it had become legal in most states. Gradually changes in equality were made because of those individuals who were willing to break dating and racial norms at all costs.

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  • Facing Reality When It Comes To Typing Segments

    Segmentations remain one of the most popular types of quantitative research studies, and when done right, they have the potential to transform an organization’s marketing strategy, especially from a product or brand portfolio perspective. As part of our extensive work on developing Kelton’s Segmentation Journey approach, the Kelton team has revisited one of the trickier aspects of segmentation studies – development of the typing tool.

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  • Carving Out Space in the Ad Crowd

    In order to stand out from the crowd and resonate with key audiences, brands need to create content that stands out in an extremely cluttered print and digital ad space (not to mention gets consumers to stop pressing fast-forward on their TVs). Some noteworthy companies are cutting through the chaos by creating smart ties to pop culture, making memorable and surprising statements, or highlighting real consumers.

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  • Brand Reincarnation

    In today’s world, businesses are constantly coming and going. In order to understand what makes some brands legendary, while others never take off, we explored a classic case example from the 1980’s in Baltimore.

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  • Improv at the Office

    Adopting a philosophy of improv at the office isn’t actually about being funny. It’s about having an orientation in line with the rules of improv – and like improv itself, there’s a certain amount of practice involved with getting it right. In improv, failure is always a risk. And even the most talented and experienced actors have a scene flop occasionally. Embracing uncertainty and allowing for your thinking and your roadmap to veer off course allows the journey to lead your thinking in more interesting directions.

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  • Kelton Presents "The Empathetic Way: Effectively Leveraging Empathy Within Your Organization" at IIR Fuse

    This week, Gareth Schweitzer, Kelton’s co-founder and President, presented “The Empathetic Way: Effectively Leveraging Empathy Within Your Organization” at the IIR FUSE Conference in Chicago, IL. At Kelton, we are constantly seeking to employ empathy in our research methodologies, allowing our clients to put themselves in the shoes of their customers to truly see through their vantage point. In Gareth’s past life as a journalist, as well as his currently life as a strategic researcher, he knows that connecting to a reader or a consumer is vital to telling a compelling story.

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