The research cited by Richard Madden (MW 22 September) is as useful as a chocolate teapot. Certain brands are “useful”? No sh*t Sherlock. This is as helpful as research that says a certain brand is cool, likeable, desirable or trustworthy. So what?
The key issue is why. What are the neuro-psychological drivers that lie beneath what really drives brand preference? These won’t be uncovered via traditional research techniques because people are unreliable witnesses to their own behaviour. It’s disappointing to see this type of research still being peddled with a straight face.