Hay Research Blog

03/03/2011

Welcome to the Hay Research Blog. Here you will find information on new product releases, updates, and events, and also the occasional musing on issues relating to marketing research or links to useful or interesting blogs and articles on marketing research topics.

In this, our inaugural blog post, the big news is the relaunch of hayresearch.com!  Ever since we moved into our new digs at Yonge & Eg, the talk around the water cooler has been that the next big move should be online. Now we've finally managed to tear ourselves away from research long enough to put together our new site, with fresh content and a slightly new perspective.

So what was wrong with the old perspective? Well, nothing really. Visitors to our old site may remember the "deep sea" intro page with its "Deeper Insights" tagline. Deeper insights are still what we're after, but we'd like to put more emphasis on what we do with those insights – provide our clients with a whole new level of understanding.

So what does "A whole new level of understanding" mean, anyway? For starters, it means that we'll look at things in a different way, moving beyond the traditional view. We'll push the boundaries of your existing paradigm, probe the areas you may not have considered and find new ways of looking at the things you may take for granted.

Emotion will play a big part in this – not our emotions, and not yours, but your clients'. We know that emotion plays a huge role in purchase decisions and brand relationships. Actually, by now pretty much everyone in marketing and marketing research knows this.  But while we all know this, a great deal of marketing research today ignores emotions and focuses on rational assessments – price, quality, convenience, etc. Sometimes in business it takes a while for the practice to catch up to the principle. 

This is one area we like to think we're up to date with. Emotion is a key component in all our studies. We don't ignore the rational components – quite the contrary, we use them in conjunction with emotional elements and try to understand how the rational and emotional work together (or at odds, as the case may be) to prompt a certain behaviour or affect a certain attitude.  That's where the whole new level of understanding starts – where the rational and emotional meet. And that's where we hope you'll join us.