knowledge

From the role of emotions in decision-making to the balance between qual and quant and the promise of AI, behavioral research is evolving fast. To explore these themes, we sat down with Matthew Tullman, who recently joined EyeSee as our new Senior Director of New Business Development.

This thought paper aims to uncover how TikTok fits into the consumer journey around and during key cultural Moments.

Our past research projects in this sector show that video campaigns leveraging brand personification can improve brand recall by up to 50%. However, stronger brand recall doesn’t automatically translate into message recall or a clear understanding of the offering.

Without human interpretation, contextual knowledge, and industry experience, AI can mislead what is the most important - action and decision making. It takes real multidisciplinary expertise and cross-industry knowledge to understand the “hidden insight treasure” behind the numbers and turn data into decisions that actually move the needle.

Innovation isn’t a luxury; sometimes it’s a lifeline that can cost anywhere from $10,000 to $10 million. Accelerating the innovation process can be especially challenging for large global companies with complex organizational structures. That’s why, at this year’s Quirk’s New York, we joined Nestlé Accelerator on stage to explore how even global giants can move with startup speed.