Design elements such as colors, shapes, typefaces, photographs and vignettes can have a powerful effect on the behavior of people exposed to them. There are numerous brand identity and packaging examples which illustrate this. Often, those exposed to the designs are not aware of the effects the designs have on their behavior. The Association Test has been designed to measure…
Introduction Like all other true sources of knowledge, i.e., hard sciences (vis-a-vis the faux sciences, such as psychology and sociology), there are certain First Principles that guide the intrepid statistician in his holy quest. This article serves to summarize these First Principles in much the same way as Moses summarized the laws of organized society over 6,000 years ago last…
Prior to founding MACRO, Mr. McCullough was the senior vice president for a leading international strategic consulting and design research firm. Before that, he was market research manager for a $300 million division of Levi Strauss & Company.
Mr. McCullough has spoken before the American Marketing Association, the Marketing Research Association and various universities on a wide range of marketing topics. He is a past board member of the American Marketing Association, San Francisco chapter, and has been quoted in Canadian Packaging Magazine. He has chaired and lectured at applied multivariate statistics seminars for several years and is a member of numerous professional associations.