I’ve been working in consumer insights and research for decades, but each time I’m on a new project I’m still struck by this simple truth: There is just so much value in asking questions.

A clean, modern wordmark. A three-word tagline. A product name. Why is it that the cleanest, clearest elements often require the most heavy lifting? These projects may look deceptively…

Years ago, driving in the Chicago Loop, I saw a billboard that really opened my eyes—not because I cared about the brand or offer, but because they made a big mistake in trying to appear local…

We’ve all got that person in our lives who sends an email with Hi in the subject line, or leaves a voicemail with just “call me back,” and you worry about responding because you’re pretty sure you’re in trouble. That’s the feeling trauma-informed communication aims to prevent. This has been on the FATFREE radar lately,  … Read more

Sometimes clients come to us in rough shape. Their platform needs to evolve, but technical challenges have become insurmountable. Progress is at a standstill and they’re not sure…

What’s the first thing you do when you’re considering a new purchase? If you’re like 89% of consumers, you head to a search engine to do some research. To get your brand in front of…

Recently, I asked a client to help me understand their desired brand personality by likening it to a personality. I apologized for using such a time-worn approach—agency folk have done this…

With all the incredible stats about email marketing (it’s highly effective and relatively low-cost), it’s understandable that businesses are eager to adopt the tactic. But we’ve said it before…

I’m a diver. I learned early on that scuba is a great fit for me—the less effort you expend, the longer your air lasts and the more you get to see. You get rewarded for taking it easy…

Reading that people with mobility issues are entirely welcome at the Met Gala—if they’re willing to enter through the rear door—made my jaw drop. I’d long recognized the torture those stairs…