Stephen Springfield, Author at Sentient Decision Science

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

Girl Scout Cookie Experiment Reveals Market Research's Biggest Problem

Results of our Apple Watch Implicit Research Study at FUSE15

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

Author: Stephen Springfield

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

Girl Scout Cookie Experiment Reveals Market Research's Biggest Problem

Results of our Apple Watch Implicit Research Study at FUSE15

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

Brand Equity & Psychological Barriers to Competition