Index

Amazon

Ambitious Amber

Apple

Artifacts (concepts and ideas)

Artifact Idol technique for lensing evaluation
brainstorming
presenting to consumers

Audi

Authenticity

consumer desire for
experiences
relationships
and storytelling
trends

Automobile purchases

Awards shows

Banking

BellSouth case study

Bernays, Edward

Bias, avoiding (step 4 of laddering process)

Big data collection and use

Bissell, Mark

BISSELL word-of-mouth marketing case study

Blakley, Johanna

Blink (Gladwell)

Blue-sky brainstorming

Bottom-up data

Brainstorming

Brand assessment

Broad conversation

Careful Callie

Cares about other’s opinion/doesn’t care about other’s opinion marker

Case studies

BellSouth
BISSELL word-of-mouth marketing
cruise line
social media family (TweetFaces)
social TV
travel personas

Cautious Callie

Celiac disease

Charmin

Chatty Cathy

Clusters

banking example
BellSouth case study
brainstorming concepts and ideas for
confirming
cruise vacations
e-mail, use of
hypothesis testing
influence of
latticing. See also Latticing
listening to and learning from
moving between
naming and representing
narratives for personas
number of
primary and secondary, identifying for lensing exercises
quantifying
screening and identifying
self-selection
size of
social TV case study
tips for bringing consumers to life
transitional

Coca-Cola Company

Complaints, responding to

Consumer behavior

attempting to change
and big data
core drivers
patterns of. See Consumer DNA
predicting

Consumer DNA

and brainstorming lensing ...

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