Jerry W. Thomas is president and chief executive of Dallas/Fort Worth-based Decision Analyst Inc., one of the nation’s oldest and largest privately owned marketing research and analytical consulting firms. The company specializes in strategy research, advertising testing, new product research, and advanced modeling for marketing-decision optimization. Thomas welcomes comments and suggestions. He may be reached by email at [email protected] or by phone at (817) 640-6166.

Stories by Jerry W. Thomas

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The Purpose-Driven Brand (PR Research) Fri., Oct. 2, 2020 Several studies have been published to prove, or claim to prove, that consumers are more likely to buy brands that espouse a noble purpose or support a good cause. But the truth is, few if any brands have conducted carefully controlled experiments to determine if a purpose or cause actually provides any brand lift. (3 reader comments)