Author: Stephen Springfield

Sr. Vice President, Sentient Decision Science

When is a Dorito not a Dorito? A Tale of Brand Extendibility.

by Stephen Springfield | Oct 24, 2017 | Advanced Research Methods, Brands & Branding, Implicit Research Technology

Girl Scout Cookie Experiment Reveals Market Research's Biggest Problem

by Stephen Springfield | Sep 15, 2016 | Human Emotion & Motivation

Results of our Apple Watch Implicit Research Study at FUSE15

by Stephen Springfield | May 13, 2015 | Brands & Branding

We tested subconscious perceptions of the Apple Watch against those of traditional watch brands. Check out the results of our live implicit research study.

Whether the Apple Watch Succeeds or Fails, This Time Is Different

by Stephen Springfield | Apr 10, 2015 | Brands & Branding

Brand Equity & Psychological Barriers to Competition

by Stephen Springfield | Oct 17, 2014 | Human Emotion & Motivation

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