Issue Spotlight

Consumer Study Results: What is Portability?


We’re wired to think of portability as a function of how easy it is to carry something, and thus as a combination of compactness and weight. It’s that simple, and probably has been ever since man thought to carry fire with him rather than build a new one each day after sundown.

However, it’s wrong to apply this way of thinking to consumer electronics. While once portability was defined by height, length and width, it’s now measured much more subjectively: by its functions.

What We Can Learn From Census Data and Why it Matters for Brands


This article originally appeared in Ad Age on July 7th, 2008. Though all the views offered in this article are not necessarily those of Wakefield and its staff, the article still offers an insightful review of the relationship between brand growth and demographic trends, along with an analysis of how current demographic trends are affecting the marketplace.

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