Evaluating Your Mobile Market Research Initiative: An Essential Piece of the Researcher’s Toolkit

By Emily Tomasiewicz, Director of Mobile Innovation

mobile market research

The ubiquity of mobile device ownership has spawned the need and opportunity for mobile market research. As mobile devices continue to evolve, consumers will continue to eagerly adapt. When relevant, your mode of research must follow the consumer’s path. It’s important to understand when and how mobile market research can improve existing success metrics already established in your research today. What kinds of new data can you expect from advancements offered by mobile data collection and how does that impact your survey design?

Continue reading

Around the Web: How Far Can Brands Take Innovation?

By The Editors

productinnovation

In a recent Mediapost article highlighting consumer packaged goods, Instantly Vice President of Insights Karyn Hall discusses how the changes that a brand makes to its products can be a catalyst for growth. While small changes to flavors or extensions on current products are “new twists on familiar themes,” Hall writes about how Arm & Hammer capitalized on the ubiquitous uses of its baking soda to expand its brand. For instance, the baking soda company extended into toothpaste, laundry detergent and pet care products successfully.

Continue reading

5 Ways to Get the Most from Respondents Without Sacrificing Data Quality

By Joe Jordan, Vice President, Panel Operations

data quality

Conducting market research studies is a critical opportunity for brands to open up a dialogue with the market and get direct consumer feedback on their most important strategic questions. For market research firms, it’s critical to balance the client’s excitement around asking questions with the reality of the respondents’ survey experience. Often in survey design and execution, the priority is striking a balance between getting the most important high-quality data possible from respondents without wearing them down or creating a negative experience. Here’s a closer look at some key strategies for getting the most from respondents without sacrificing data quality.

Continue reading

Should Findability Studies Be a Part of Your Market Research Mix?

By Richard Merrick, Sales Director

market research fixability studies

Millions are spent each year developing, manufacturing and launching new products that line retailer shelves. Nielsen research shows that most products don’t sustain steady sales within the first year and further, most products are off the shelf within three years of market introduction. The in-store retail environment plays an important role in determining product success, yet it’s also one of the areas that is most difficult to collect information about and influence. Mobile market research platforms are giving CPG companies the ability to gather increasingly detailed information about how their products are performing in the retail context.

Continue reading

Why Focusing on Consumer Emotions Is the Next Big Market Research Trend

By Andy Jolls, Chief Marketing Officer

market research

If you interview a successful salesperson, they’ll tell you that emotion trumps logic when it comes down to getting people to buy. Ultimately, identifying the benefits and features that matter most to your audience is important. Garnering a better understanding of what problem or need they’re hoping to solve frames marketing campaigns and messaging decisions. But understanding what the emotional drivers are behind decision making gives marketers an incredibly powerful lever to work with when selling.

Yet market research is often focused on the cognitive aspects of the buying process: Do buyers recognize a brand? What do they think about it? What information are they looking for during the research process? Brands that adapt their research agendas to get a better understanding of the role that emotions play have a powerful advantage. Here’s a closer look at why a big market research trend is deepening the exploration of consumer emotions.

Continue reading

Around the Web: Research Shows Growth in Mobile Location-Based Services

By The Editors

ThinkstockPhotos-180107783

In a recent webinar about mobile advertising trends, some surprising facts emerged about location-based services. The findings from research firm Socintel360 detailed how more users are relying on location-based services via their smartphones. More than half of the US population is using location-based services, which is up 42 percent from 2013. Based on these findings, the research firm predicts that by 2017, 220 million people will be using this type of function on their mobile devices.

Continue reading

The Black Hole of Marketing: What It Is and Why It’s Hurting Your Business

By Elisabeth Mischel, Vice President, Insights Sales

the black hole of marketing

You’ve just launched a new product. Your company has spent months on the new product development process: brainstorming multiple product ideas, screening concepts for consumer purchase intent and optimizing every detail to ensure the new product will be positively received by today’s selective shoppers. Data is collected and crunched until your company’s executives feel confident that this newest idea will be successful based on volume forecasting, brand spending and the competitive landscape. There’s tight control and rigorous analysis throughout the product development process. But once that product goes to market, how long will it take before you have real data to show how it’s performing?

Continue reading

Getting to Know Your Market Research Sample: How Audiences Are Sourced

By Dean Burnett, Senior Director, Global Panel and Sampling Operations

audience3

The introduction of online panels has created more opportunities for researchers and brands to connect with representative consumers. But as the vast majority of market research has migrated online and to mobile devices, a question often comes up: where do these respondents actually come from? Market research agencies and in-house brand researchers often access research panels, groups of individuals that have been assembled by sample providers and survey technology platforms to answer questionnaires on-demand. For many, using a market research sample is a leap of trust; you don’t have the same connection with someone pulled from your own customer list or the ability to vet a respondent based on the verbal cues during a phone interview. An understanding of how carefully these diverse sets of respondents are sourced and vetted can build trust in the process. Let’s take a closer look at how audiences are sourced and how technology is used to ensure only high-quality respondents participate in surveys.

Continue reading

The Key to Successful Digital Concept Testing: Align Your Imagery and Benefits

By Karyn Hall, Vice President, Insights

concept testing

Concept testing is a broad reference and can include anything from screening ideas at the earliest stages of development to evaluating market potential of an idea that is considered final and ready to launch. Advances in technology have made it easier and more affordable to test ideas, and the vast expanse of available resources to create concepts allows a much more polished look at any stage in the testing process.  However, even the most finished looking concept can fail to generate interest if the benefits of the idea are not well articulated through the text and images included. Preparing a great concept requires having a clear benefit and point of view that you want to communicate about your idea. Imagery is a particularly important element because it is typically the first and most influential part of the concept that a consumer sees.

Continue reading