Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to...

Conjoint is one of the most popular methods in marketing research, widely used to understand how customers trade-off features of a product. Since product images have a strong influence on customer choice, it is natural to include images in conjoint studies. However, estimating the effect of...

Consumers often make decisions about products using limited information. In some cases, decision makers may infer product attributes which are not listed. Such inferences create what we call ‘phantom attributes,’ which influence choice but are latent. Phantom attributes expand the original...