Smith Research

Marketing

When Finding the Right Words Pays Off
The Smith School's Michael Trusov, associate professor of marketing, proposes a two-part approach to help advertisers gauge how well their paid search ads are performing.
Feb 08, 2018
Market Research for the Hashtag Era
Social tags are the keywords that users create as they discuss or categorize topics on social media. And they can offer valuable insights into consumers’ perceptions of products and brands.
Jan 24, 2018
Empathy for the Benevolent Underdog
Upstarts lacking a proven track record can offset their disadvantage by explicitly promoting themselves as highly moral. Sympathetic consumers will respond.
Aug 07, 2017
Inhibited About Bowling Alone
Many people feel embarrassed about doing fun activities alone. Companies that help solo consumers overcome their fears can tap into a vast and growing market.
Jun 09, 2017