The Team: (L) Siobhan Werhan – Research Coordinator, (M) Adam Cook – Research Director, and (R) Heather Carpenter – Research Project Manager
So, why the name?
Executive Summary Answer: We try our best to tap into consumer thoughts and behaviors through multiple sources and methods to recover valuable insight impacting a myriad of business decisions…or, in three words, we access intelligence.
Nerdy Breakdown Answer: The “cranium” is the part of the
skull that encloses the brain, or a container for the mind, thoughts, intelligence, and information. All of us are the “cranium” part of the name (businesses, consumers, and researchers’ thoughts, intelligence, and analyses). “Tap” roughly translates as: to access, a way to get inside, a mechanism to extract something, or a mechanism to direct the flow of something. Sometimes you “tap” on someone to get their attention.
Brand Development Answer: Honestly, it’s different, slightly nerdy, metaphorical, not too serious and reinforces what we do (elements important in brand development); plus, good luck finding a seemingly obvious and cool website url that’s still available or affordable to purchase; hence CraniumTap and not DataNinjas; although, NerdWorldDomination.com is still available.