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Unrealistic Optimism

Consumers are unrealistically optimistic about how they compare to others, what they are able to accomplish, and at what speed they will actually accomplish it. This optimism influences the consumer decision making process in areas such as insurance, retirement, fitness, travel, and health. The unrealistic outlook can both affect inevitable decisions (how much to save […]

2014 Independence Day Report

The 2014 Independence Day Report , produced by Kurt Carlson, Ishani Banerji and Sam Skowronek of the Georgetown Institute for Consumer Research, was conducted from mid to late June to understand how consumers plan to celebrate the July 4th holiday. Some of the questions answered by the survey include: with the purpose of informing how consumers plan to celebrate their […]

Georgetown University Problem Index (GUPI)

The latest Georgetown University Problem Index (GUPI) Report is here! The GUPI is a measure of consumers’ problems that require market solutions at any point and a valuable resource for gaining insight into the current problems that consumers are facing and what drives consumers to the marketplace. Check it out to learn how consumers’ reported […]

Relative Usage Frequency

Consumers not only consider their predicted use of a product, but also the number of times they will use a product relative to other customers. Consumers who believe that they will use the product more frequently than other consumers are willing to buy a product and pay more. Thus, marketing messages that advertise how a […]

‘Master Brands’ and Consumer Perceived Categories

Want to know why identifying ‘master brands’ can help increase insight into consumer perceptions and segmentation? Check out the research brief by Assistant Professor of Marketing at the McDonough School of Business Simon Blanchard to find out and to learn why managers that do not emerge as master brands should consider devoting their resources to overtaking the […]

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