Research, Projects, & Papers

The Gap clothing brand failed spectacularly when it attempted to launch a new logo in 2010 and bring its iconic logo into the modern day. Why? Poor research, a horrible design choice, and even poorer communication.

Unfortunately, this experience makes future rebranding attempts significantly more difficult. Here, I explore why the rebrand failed and include suggestions for how they can do it right next time using foundational principles of marketing and psychology.

Topics:

Brand image
Customer communication
Design & perception
Crisis management
Organizational decision making

Researchers want to improve quality of life with their many studies, treatments, and care models, but what if the improvements they “find” in the lives of others are merely an illusion?

Quality of life questionnaires seem pretty simple, but look a little deeper at the methodology behind these tools, and you soon realize something isn’t quite right.

This paper explores the many errors, biases, and confounding variables that affect decision-making, judgements, perceptions, and the many other aspects these assessment tools rely on. It also lays the groundwork for future research projects.

Topics:

Decision-Making
Judgements
Quality of Life
Surveys & Survey Design
Psychometrics
Research Methodology

The National Institute of Health Toolbox – Cognitive Battery was designed to provide researchers and professionals with an effective, accurate, low-cost method of assessing various aspects of cognitive function and cognitive processes. While its validity is generally acceptable and above, it is not accurate enough in certain circumstances to be used as a sole measurement.

Some of these inaccuracies and lack of validity and reliability may also be due in part to shortfalls in the devices or design. This literature review examines the body of literature that currently exists and identifies areas that could benefit from further study.

Topics:

Neuroscience
Usability
Software Design
Cognitive Assessment