Not exactly the punchiest title for a blog post, but this is the actual title of the paper I presented at the Marketing Sciences INFORMS conference today. I contemplated using a snappier title like “Does the market care whose logo survives?” as my title but decided against it – after all, this conference is the annual get together of the quantitatively oriented marketing academics and they definitely want the steak, not the sizzle.
I found it both humbling and uplifting to be among people who want to know about how your research is constructed before they have any interest in what the result might be. There is a purity of approach that is truly refreshing in comparison to the more cavalier “the data supports our line of argument – who cares about its robustness?” attitude that is so common in the commercial world.
As I had hoped, I got some very helpful feedback on how to articulate the motive for this research more succinctly, how to make the analysis as robust as possible, and what were the implications that could be drawn from the results.
