What Trends Are We Seeing in the Latest Summer 2015 CPG Products?

By Andy Jolls, Chief Marketing Officer

CPG products

From gamified Doritos to moonshine-inspired soda, it’s quickly becoming evident that Summer 2015 has been an exciting time for new consumer packaged goods (CPG) products. The CPG  market is constantly innovating and the wide array of products that have hit the shelf in the last few months have underscored the diversity of the latest trends. Through Instantly Product Watch™, our live, crowd-sourced insights engine that tracks newly launched products from the moment they hit store shelves, we monitor the constant flow of products that are hitting the market and talk directly with the market to find out how they’re performing. These insights translate into an interesting perspective on where brands are focused and what the future direction in certain categories might look like. Here’s a closer look at some of the trends that have dominated the latest product releases and what CPG companies should be thinking about now.

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Market Insights: The Latest Grocery Shopper Buying Behaviors and What CPGs Can Learn

By Jane Altman Klopp, Senior Director, Insights

CPG Market Insights

What are the latest trends in consumers’ grocery store buying habits? When a buyer visits a store, he or she may have different objectives: buying enough food to last two weeks or simply picking up a few items for dinner. Understanding why buyers shop, how they plan out their shopping trips and what opportunities this information creates for retailers and CPG firms is critical to growing revenue and developing strategies to capture shopper attention. iPoll, an Instantly partner, recently surveyed over 7,000 shoppers to get a better sense of how, where and why Americans shop. Here’s a closer look at the survey’s big takeaways and what brands can learn from these insights.

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Around the Web: New Report Reveals Wasted Ad Impressions on Mobile

By The Editors

ATW_7.22

According to a recently released report from Sizmek, an open ad management company for multiscreen campaigns, mobile ads that default to static images when a Flash-based ad doesn’t work on a mobile device leads to “5.35 billion wasted rich media ad impressions on mobile devices.” Static images can be a huge turnoff for consumers, which may explain why mobile ads get more clicks than desktop ads, but desktop ads’ interaction rate is five times higher than mobile, as detailed in a Mobile Advertising Watch article.
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The Trade-off Fallacy: Communicating Effectively About Market Research

By Alan Mavretish, Senior Director, Research Solutions

market research

Just because customers are sharing data with brands doesn’t mean that they’re happy to be doing so. The University of Pennsylvania’s Annenberg School for Communication recently released a study titled, “The Trade-Off Fallacy: How Marketers Are Misrepresenting American Consumers And Opening Them Up to Exploitation.” The study explores the challenges and concerns that Americans have with companies collecting their data for marketing and research purposes. The results of the study have direct implications for market research agencies and their clients. Here is a closer look at the study and some guidance on framing and communications around research studies to address these concerns when launching client research projects.

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How Do Brands Use Market Research to Move from Problem to Solution?

By Scott Worthge, Vice President, Research Solutions

market research

Is market research part of your core business strategy or do you launch an initiative only when you’re trying to solve a specific problem? For most brands, the reality falls somewhere in the middle of these two. Successful businesses make data gathering, analysis and use a priority and part of their company’s DNA—a regular process that supports and enhances decision-making. At the same time, issues arise in the course of daily business that may not be part of any ongoing need for research—course correcting a lagging new product introduction or countering a competitor’s pricing change, for example—that require ad hoc research initiatives to gather situational information.

Whether through a systematic planned process, or from unique reactions to changing company and market conditions, several aspects of research are constant, in my opinion.  I want to describe a few of these at the “front end”—when planning a research project—that my experience has shown me to be common across whatever project you and your company may have in mind.  Throughout, the goal is simple: how best to answer the question, “What steps will my brand take to ensure that our market research efforts move us from problem to solution?”
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When Should Your CPG Brand Use Mobile In-Store Campaigns?

By Edan Portaro, EVP Global Business Development and Mobile Innovation

mobile in-store research

When a buyer walks into a retail store, do they immediately see your product? How does it appear on the shelf? What differentiates it from the competition? These are just a sampling of the questions that brands can now learn more about, thanks to in-store mobile market research campaigns. The growth of mobile phone and tablet ownership—along with the development of supplemental technologies such as geofencing and beacons—has created numerous opportunities for brands to do in-depth retail market research. Mobile market research that focuses on respondents in specific location, such as in-store, provides a unique set of insights focused directly on the shopping experience. It’s also essential to solving a select set of challenges that consumer packaged goods (CPG) brands face. Here’s a closer look at how to determine when your brand should be using in-store mobile market research. Continue reading

Around the Web: The Break Down Of Current Mobile Ad Spending

By The Editors

mobile ad spend

DigiDay recently pulled together five charts that detail the growth of mobile ad spending and show projections of what’s to come. On average, smartphone users spend about two hours and 57 minutes on their device every day, which is slightly higher than the amount they spend watching television. While the popularity of smartphones doesn’t show signs of fading, tracking mobile ad spending demonstrates a growth that seems to match the rise of mobile devices.
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Can Real-Time Product Intelligence Help CPG Companies Pivot Marketing Plans?

By Elisabeth Mischel, Vice President, Insights Sales

Product Intelligence

There’s a scene in the movie “Minority Report” where the main character, John Anderton, walks through a mall and is bombarded with highly personalized messages from big brands trying to entice him to buy their products. The movie was futuristic science fiction, set in 2054. But when you consider the kind of technology that underlies these advertising capabilities, it may not be that far off in the future. Brand marketers now operate in a connected world and are able to have more transparency into consumer behavior in the absence of direct one-on-one observation, thanks to tools ranging from shopper intelligence to devices linked to the Internet of Things. One area that’s growing quickly is the ability to gather real-time information and use that to inform and adapt marketing plans. Here’s a closer look at what brand marketers need to know. Continue reading

The Visual Language of Survey Design

By Ian Riner, Director of Research Solutions 

visual language of survey design

One the best ways to understand the importance of visuals in the survey design process is to think in terms of a right brain/left brain analogy. Thanks to the lateralization of our brain functions, we think both creatively and logically. The underlying design of our brains also impacts how we perceive and internalize information as it is displayed. Surveys speak to respondents in two ways: through the words that they use and the visuals they present. Savvy researchers can use this information to their advantage to increase data accuracy, improve survey participation and generate better brand experiences through the decisions they make about survey design. Here is a high-level overview of some aspects that should be taken into consideration vis-à-vis visual survey design and how it can influence research outcomes.

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