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WHY Report

January 12, 2017

How to Improve Your Look-To-Book Ratio: Converting Selfies Into Sales

Why-Travel-1.jpgWhen tourists aim to compose the perfect vacation selfie, they’re creating more than just travel envy – they’re creating copycats. Our research revealed that 84% of Millennials and 73% of non-Millennials are likely or very likely to plan a trip based on someone else’s vacation photos or social media updates. Travel destination brands should consider ways to make their experiences “share-worthy” – incorporating wit, unique visuals, and selfie opportunities, as well as rewarding brand engagement.

 

Target moments of need.

November 21, 2016

Men’s Grooming Brands Have a Man Problem

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I’m on a horse," Isaiah Mustafa says at the end of an Old Spice commercial that sees him embody every enviable masculine stereotype — rich, muscular, great with women — and add "great-smelling" to the mix. He’s the man your man could smell like. The commercial is playing with and making fun of the branding in this space, but also: Is it? Six years later, branding on men’s products remains extremely over the top.

It's okay to have products, men.

November 11, 2016

You Can Have Emotions You Don’t Feel

10834_d69c7ebb6a253532b266151eac6591af.jpgWhat does it mean to have an emotion? It seems obvious that having one means feeling it. If you’re happy but don’t know it, in what sense could you actually be happy? Even if we do feel an emotion, there are parts associated with it that we aren’t usually aware of.

Emotions are complicated things.

November 9, 2016

We’ve Got Human Intelligence All Wrong

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The human brain has nearly 100,000 times as many neurons as the bee brain, yet the rudiments of many of our most valued behaviours can be seen in the teeming activity of the hive. So what’s the point of all that grey matter we hold in our skulls? And how does it set us apart from other animals?

Does size matter?

November 8, 2016

Modern Loyalty: Love in a Time of Infinite Choice

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They say brand loyalty is dead. They say Millennials are to blame. Or maybe constant connection is exposing people to more choices than ever before. What we do know for sure is that brand loyalty still matters. And it’s anything but dead. Facebook IQ surveyed 14,700 adults in the US, taking a look at the state of loyalty today in five verticals: Auto Insurance, Airlines, Hotels, Grocery and Restaurants.

Loyalty above everything.

November 3, 2016

How Pokémon Go is Changing Consumers' Attitudes Toward Location Services

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Pokémon Go monopolized the summer for millions of US consumers. The location-based augmented reality game is compelling (and addictive). However, it is just one of a handful of fast-growing apps that are changing consumers' attitudes toward turning location services on within apps, and keeping them on, as explored in a new eMarketer report.

Give value, get value.

November 2, 2016

The Brands That Make Customers Feel Respected

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The truth about your business — what works, what doesn’t, and what needs to change — is usually not found by looking inside your organization. It lives somewhere outside, with your customers. Customers trust companies that they feel understand them. They respect companies that they believe respect them in return. And the results of that reciprocity are evident in the Harvard Business Review’s customer quotient study here.

Find out what it means to me.

November 2, 2016

How the Internet Is Loosening Our Grip on the Truth

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Next week, if all goes well, someone will win the presidency. What happens after that is anyone’s guess. Will the losing side believe the results? Will we all be able to clean up the piles of lies, hoaxes and other dung that have been hurled so freely in this hyper-charged, fact-free election? Much of that remains unclear, because the internet is distorting our collective grasp on the truth.

You can't handle the truth.

October 27, 2016

An Ivy League Professor Says There Are Only Three Types of Friendships We Make

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Friendship isn’t always as serendipitous as it might feel; according to new research, there are just three ways people typically structure their social lives. When striking up new connections, people are either “tight-knitters,” “compartmentalizers,” or “samplers,” according to Dartmouth sociology professor Janice McCabe.

Which one are you?

October 27, 2016

The Rise of Dating-App Fatigue

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Services like Tinder and Hinge are no longer shiny new toys, and some users are starting to find them more frustrating than fun.

Tired thumbs.

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