PSB, a global research-based consultancy that is part of BCW Group, announced today that Dave Gordon has assumed the role of Chief Executive Officer, succeeding Peter Horst, who will remain with the firm in a consultative role through his retirement at the end of this year. Gordon, who is based in Boston, will be responsible for leading PSB’s global business expansion through engagements with major corporate brands as well as, advocacy, government, political entities.

Generations offer a lens through which to view the world. Each generation has a “personality” and understanding them helps to inform better product/service development, advertising, messaging, and engagement. However, traditional definitions who is in what generation are too broad missing nuances on which brands can act.

PSB took a special look at Gen Z and created a targeted report focusing on this very compelling generation.

The COVID-19 pandemic and renewed calls for racial justice and representation have had a profound and game-changing impact on society. Amidst this change and disruption, PSB looks at how these events affected different generations in very different ways.

The portrayal of women in advertising has gone through a dramatic shift across the last 70 years. Join us for a review of how women’s roles have evolved, from being shown almost exclusively as homemakers, to more independent beings, to ‘gender defying’ and lead roles in campaigns. Using our AdLab copy testing system, we analyzed the impact of women and gender roles in several current ads – P&G, Nike, and Amazon.

Amidst the change and disruption of the pandemic and racial justice, brands are being forced to reconsider how they speak with consumers and are asking a new set of questions: Is the campaign appropriate given current events? Whether and how do we address these issues? PSB tested 30 ads to see how they align with evolving expectations for brands in our new reality.

The 2020 U.S. Election put a spotlight on the Hispanic vote, highlighting the reality that the Hispanic community is far from monolithic with great diversity in people, language, and heritage. As the lead research firm for the 2020 Census Communications Campaign, PSB spent several years immersed in exploring, talking with, researching, and better understanding an array of audiences in the U.S. – including various groups within the Hispanic world. Here we highlight the history of and distinctions, and some best practices for conducting research with Hispanic communities.

Ahead of the 2020 Presidential Election, PSB conducted an autopsy of political polling from the 2016 election to understand why and how the pollsters missed the mark so dramatically. We focused the analysis on polling techniques and improvements in 2018 poling to see what market researchers could learn and three key themes emerged from PSB’s research: manage expectations, sample size matters, and be representative in more than just a couple of ways.

Climate change has been called the biggest threat to our planet, yet more and more Americans are skeptical of its impact, or even its existence. Would simply changing the words we use have an impact in changing perceptions and driving action? PSB conducted research to understand this.

Donations may be down, but strong messaging and emotional appeal can help increase likelihood to donate

As OWL goes global for the 2020 season, with matches played at 52 Homestand Weekend events across North America, Europe, and Asia, PSB Research surveyed esports-aware Americans to better understand the consumers OWL will need to target in order to fill arenas and live up to high expectations.

The success equation for American business is changing. For years, the most important consumer input into the success equation was the consumer behavior of Baby Boomers. But at around the turn of the century, the equation shifted.

The rise of cannabis as a “legal” consumer product can be felt across the United States and Canada. From medical marijuana to recreational consumption, the taboo around cannabis is receding rapidly.

PSB joins youth-led non-profit to help register as many young voters as possible before the 2018 Midterm Elections. Ahead of 2020, we’re re-tooling and gearing up for a series of national town hall debates.

Leveraging qualitative best practices for a different purpose: to achieve more engaging, collaborative, impactful and, gasp! – FUN – meetings with colleagues and clients.

It’s free to download, social by design and the technology is novel and insanely cool. What’s surprising and far more interesting is that the app went nearly twice as viral this past week as it did two years ago.

PSB Research conducted an online survey of a representative sample of 1,000 adults nationwide from April 5-12, 2019. The survey tested the importance of a set of causes the United Nations has established as priorities for global development and the extent to which Americans believe it is the responsibility of corporations to address them.

PSB conducted an online survey of a representative sample of 200 Gen Z-age Americans (16-23 years of age) nationwide from March 19-20, 2019. The survey measured awareness of the college admissions bribery and cheating scandal, and reactions to it upon being presented with a basic primer of the story.

As the Senate readies its consideration of a new Supreme Court Justice, a new poll suggests high public interest in the Court and strong understanding of the Court’s influence on our society.

Our award-winning AdLab provides the data and predictive analysis to provide speed, deep insight and customization. Our research tools…

American Association of Political Consultants (AAPC) recognizes PSB with three “Gold” Pollies and more for exceptional work on behalf of NACS.