Smith Research

Marketing

A Learning Curve for Using Online Reviews
Do online ratings and reviews actually help consumers make better decisions about doctors, hotels, schools, restaurants, movies and other purchase options? The answer may surprise you.
Apr 04, 2018
The Perks of Being a Hotel Goer
When it comes to booking a hotel, where to stay can be influenced by more than price. Two Smith School professors examine which hotel amenities are most likely to keep guest coming back.
Feb 28, 2018
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