Consumer Packaged Goods (CPG) Back-to-School Trends of 2015

By Andy Jolls, Chief Marketing Officer

back to school CPG trends

The Huntington Backpack Index looks at the cost of buying a backpack and filling it up with the supplies that kids need to go back to school. For 2015, the index has risen 9 percent since 2014 for high school students alone. A family could expect to spend close to $3,000 for supplies for a family of three. It’s no wonder that retailers are fighting for consumer attention during this season—attention which the National Retail Federation predicts will reach $68 billion in 2015. Back-to-school is second only to the winter holidays for consumer spending, and it’s a major time for launching new products and big promotions, particularly among consumer packaged goods brands. What are the back-to-school trends in the retail and CPG space for 2015?

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Around the Web: Media Company Increases App Usage By Examining User History

By The Editors

aTW 9.2.15

While many brands and media companies have mobile apps, iHeartMedia has tested out a method that is driving users to engage more with their app. Instead of grouping users in large demographics, their current tactic is to treat each user individually and offer push notifications based on what the user has already done with the app. For example, if a mobile app user partially filled out information for a contest, the app would send push notification reminders to complete the contest entry form. “Mobile is a personal device and in-app messaging, done right, has proven time and time again to create lasting and measurable engagement with people,” said Michael Becker, co-founder and managing partner at mCordis.
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Linking the 3 Essential Phases of Every Shopper Market Research Plan

By Scott Worthge, Vice President, Mobile Solutions

shopper market research

Every “path to purchase” and “shopper journey” I encounter has a common goal—retailers and brands need as close to real-time insights into consumers’ buying habits as possible. Much of the discussion around this important topic centers on in-store research. While that’s a priority to understand what factors influence in-the-moment buying decisions, it’s important to step back and look at the larger potential of shopper market research to help brands make strategic decisions. Shopper market research, as I see it in my work with clients, has applications at each phase of the buying process: pre-sales, in-store and post sales. Yet many brands neglect the pre- and post- as parts of a comprehensive plan that makes the most of insights throughout the process.

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4 Signs That It’s Time to Get a Project Management Solution for Your Market Research Agency

By Alan Mavretish, Senior Director, Research Solutions

market research agency

Are you as organized as you need to be to maximize profits and ensure that client projects don’t miss a beat? It’s a question that every market research agency eventually asks itself. Market research agencies are often juggling multiple clients and projects at any moment in time. Even when your team is focused on a single project, the most basic market research engagements have many moving parts. Surveys need to be written, audience sample details provided, respondents recruited, data collected and analysis and reporting completed. Let’s take a closer look at some of the signs that it’s time to get a project management solution for your market research agency.

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Should Your Market Research Focus on Growth or Innovation?

By Andy Jolls, Chief Marketing Officer
market research focus

Growth and innovation are terms that are thrown around frequently in the business world. In many cases, however, the people using these words don’t have a shared definition of what the terms really mean. Every business aspires to growth. It’s essential to keeping profits flowing and consumers engaged. But where is the line for true innovation? And most importantly, how do brand managers and executives decide whether groundbreaking innovation or more straightforward brand extensions are the right focus for their business? Here’s a closer look at some of the key considerations and how market research can help.

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Around the Web: Why Visuals Have the Most Impact With Consumers and Market Researchers

By The Editors

visualsinmr

An article recently published in Vue magazine and reprinted in the Greenbook blog focuses on why market researchers need to be “open to change.” Parry Bedi, cofounder and CEO of GlimpzIt, examines why more market researchers should use visuals to conduct research, especially when trying to target a Millennial audience. Bedi said, “Millions of Millennials overwhelmingly use visual to communicate on a personal level. By not using visual and mobile, you’re missing out on reaching a demographic in their preferred language and on their preferred platform.”
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5 Ways Pre-Testing Helps Produce Effective Surveys

By Joe Jordan, Vice President, Panel Operations

effective surveys

There are numerous ways that respondents can misinterpret specific words or questions during surveys. If something in your research instrument isn’t clear or it’s ambiguous enough to result in different interpretations from respondents, it can have a detrimental effect on your market research data quality. Whether you get inaccurate responses from people who don’t understand the questions, or gaps due to people who get frustrated and end up skipping confusing questions, the end results can be disastrous. Pre-testing adds an additional step to your market research plans, but it is well worth the time investment. Here’s a closer look at five angles marketers can take to use pre-testing to improve survey data quality.

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Why Mobile In-Home Studies Should Be Part of Your Market Research Mix

By Ian Riner, Director of Research Solutions

cleaning product

Imagine this: a customer buys your product and brings it home. As she enters her home, you immediately get to see how she uses it, what she loves about the product and where she struggles with it. You might even get insights into her unfiltered comments, compliments and complaints about the product and your brand—things that would never be revealed in a more formal research setting. What would it mean to your company’s ability to effectively serve your customers and develop compelling products if you were able to see consumers using your products, at home and in a natural way? Traditionally, brands have struggled to find a way to conduct in-home research in an easy, efficient way that isn’t an intrusion for consumers. With the development of mobile in-home studies, brands are quickly choosing to make these important studies part of their research mix again. Here’s a closer look at what marketers need to know.

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