Women Uncovered as Untapped Target for NHL Advertisers

Women Uncovered as Untapped Target for NHL Advertisers

18 June 2012

In time for the close of the 2012 NHL Playoffs, Northstar released the results of an in-depth, socio-cultural context study that unlocks insights into how Canadian viewers watch hockey and engage with advertisers during games.

Market Research on Trial: Do you plead science or art?

Market Research on Trial: Do you plead science or art?

18 June 2012

Historically, disciplines have been placed into the categories of art or science. Market research is traditionally a scientific discipline. However, is market research now turning from a science into an art?

The 3 C’s Framework For Consumer Anthropology

The 3 C’s Framework For Consumer Anthropology

18 June 2012

When most people think about Consumer Anthropology, many go straight to the ethnographic research space. Northstar is different by applying context from three distinct points of view: client context, cultural context and consumer context.

Research in the Digital Age

Research in the Digital Age

18 June 2012

The ability to go online has never been easier. True to Moore’s Law, connected devices have become faster, cheaper and more reliable than ever. Consequently, brand interactions have already substantially changed and the “third screen” is really taking off.

From Influence to Empowerment: Evolving Brand Strategy

From Influence to Empowerment: Evolving Brand Strategy

18 June 2012

In the creative consumer culture, if influencing behavior and thought is the goal, standing alone or having a louder voice is no longer enough. Today, the real game-changers are the ones who encourage more people to play

Tim Hortons is Brand Most Associated with Hockey: Study

Tim Hortons is Brand Most Associated with Hockey: Study

12 June 2012

A new study from Toronto’s Northstar Research Partners is providing insight on how fans of all ages perceive both the NHL’s on-ice product and its advertising partners, particularly during the peak playoff period.