Posts by Author: Jim Fisher, Ph.D.

Building and Using Journey Maps

By Jim Fisher, Ph.D. / April 16, 2021

The customer journey map is a key tool that potentially helps us see the world from the customer’s point of view and provides us with the direction we need to ease and accelerate that journey.

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CMO on the Spot: The Disruption Dilemma

By Jim Fisher, Ph.D. / April 16, 2021

Today’s Chief Marketing Officer is expected to do more and do better — even as the marketing paradigm itself is in rapid flux. This post identifies the resources and approaches that are now available to help this CMO “on the spot.”

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Search Data Puts a Spotlight on the Path to Vaccination

By Jim Fisher, Ph.D. / February 17, 2021

In response to the COVID-19 pandemic, we’ve all embarked on this long and winding road to vaccination. Is herd immunity at the end of the journey? At Brado, we’re charting this path to vaccination and using consumer search queries as a valuable tool to develop just-in-time content and improve segmentation approaches to address this important public health challenge.

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“I Am Not Throwin’ Away My Shot!”

By Jim Fisher, Ph.D. / July 30, 2020

Can we rebuild trust in vaccines? We may now be closing in on one or more Covid-19 vaccines. That’s good news, to be sure, but will it be the panacea everybody’s hoping for? We’re not sure. Most of us have more questions than answers.

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Tell Me a Story: What’s it all mean?

By Jim Fisher, Ph.D. / April 29, 2020

The COVID-19 crisis has administered a collective shock to our equilibrium. We are seeing many consumers moving along a common journey of coping and adapting to this crisis by a very clear search for meaning. This stage of adjustment is what we call “sense-making.”

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COVID-19 and the Loss of Smell: Correlation or Causation?

By Jim Fisher, Ph.D. / April 12, 2020

A.J. Ghergich recently shared a synthesis of company research on Google search trends around COVID-19. The report offered a broad range of analysis and visualization and was published on SEMrush’s influential blog.

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