Are Dynamic Questions the Key to Attracting Mobile Market Research Respondents?

By Edan Portaro, ‎EVP, Global Business Development & Mobile Innovationmobile market research

How do you attract and engage mobile market research participants? While people are spending more time connected to their devices than ever before, there’s also more content competing for their attention. Users are reading books, streaming music and movies, surfing the web, checking email and live chatting with their family and friends from a single device. A boring, static survey is going to have a hard time capturing and holding their attention—unless it’s ultra-short, ultra-relevant or has a great incentive. Increasingly, researchers are looking at dynamic question elements as a way to increase mobile research participation. Here’s a closer look at what researchers need to know about integrating dynamic questions into their research.
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What We’re Reading This Week: Week of January 18, 2016

By The Editors


This week, we’re reading an article from W5 Insights on why infographics are important for marketing research, a Research Live piece on the best ads and their emotional responses and a post from Vision Critical focusing on the most important market research industry leaders you should follow in the New Year. Continue reading

Getting the Right Group: Avoiding Confirmation Bias In Target Group Selection

By Joe Jordan, VP, Panel Operations

group selection

Image Source: Flickr CC User Strelka Institute for Media, Architecture and Design

Election season is heating up and on both sides of the race there are candidates whose poll numbers put them somewhere between 0 and 100 percent. This is the point at which any individual has as much chance of becoming the next President, and yet they keep plugging away. People always laugh and ask: “Do they really think they can win?” And the answer, with few rare exceptions, is yes, for a couple of reasons. Most of them have won at least one election in their lives and the effect can be intoxicating. More importantly, they are surrounded by people who tell them they are going to win. These aren’t always yes-men or sycophants, but people who genuinely believe in their candidate and want to believe the best. In both cases, they fall prey to confirmation bias, a cognitive trick that can have a great impact on your marketing campaign and focus group selection.

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Millennials and Trust: How Major Food Manufacturers Are Fighting Back Against Concerns

By Richard Merrick, Sales Director
marketing millennials

According to a recent study, Millennial consumers are two times as likely as any other demographic to distrust consumer package goods (CPG) companies. Yet Millennials are largely viewed by CPG companies and retailers as one of the most important demographic segments among consumers. As a result, CPG companies need clear strategies to help them understand shopper concerns and to develop approaches to modifying product development, marketing and transparency that help increase trust. Here is a closer look at what the market research reveals about Millennial concerns and how CPG companies are working hard to address these potential issues.

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5 Ways Apps Can Benefit Mobile-First Market Research

By Emily Tomasiewicz, Director of Mobile Innovation

mobile-first market research

Smartphones have become one of our favorite places to read the news, manage our finances, shop, socialize and—for some—even take market research surveys. Just a few years ago, mobile research meant designing a device-agnostic survey and deploying it with the mobile channel in mind. But today, the expansion of ownership, advancements in mobile device technology and ubiquitous dependency on smartphone apps have created an important distinction: “mobile-first market research.” Brands and agencies are now investing in R&D that leverages these trends through targeted app-based technology.

At first glance, using an app has a distinct disadvantage. To begin with, users have to download an application to their phone, sign up and go through a verification process. Conventional wisdom suggests that when users have to take extra steps, their participation or even the brand-to-consumer relationship could suffer. In certain cases this may be true, but in today’s mobile-pervasive world where consumers are deeply connected to their apps, many brands are finding app-based research offers advantages that outweigh the challenges. Here are five examples outlining how the use of apps can optimize mobile-first market research.

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5 Key Insights from the Latest GRIT Market Research Industry Report

By Alan Mavretish, Senior Director Research Solutions

market research industry

The Q3/Q4 version of the GreenBook Research Industry Trends (GRIT) report is out, and the insights highlight a massive transformation that is taking place in the market research industry today. Seismic shifts in the research landscape are impacting everything from how mobile research is conducted to the skills that companies are looking for when recruiting insights professionals. In the survey, a full 77 percent of research providers and clients felt that some or all of their business needed to be changed in order to remain competitive. Here is a closer look at the key insights professionals should be aware of from the report results—and how applying them to your own business can help you thrive in the year ahead.
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Around the Web: A Close Look at Successful Holiday Marketing Campaigns of 2015

By The Editors

Colosseum in Rome

During the busy holiday season, it can be hard for brands and companies to stand out among the saturated field of advertisements, billboards and Black Friday sales. A recent Mobile Marketer article took a look at five marketing campaigns that aimed at generating positive buzz rather than pushed products at consumers. The chosen campaigns came from luxury brands that wanted to impress and wow potential customers and loyal shoppers. Continue reading

How Sustainability Positioning Differentiates CPG Brands

By Jane Klopp, Senior Director, Insights
sustainability and CPG brand

It is estimated that Millennials will spend $65 billion on consumer packaged goods (CPG) products over the next decade. Recent research has highlighted the importance of sustainability for Millennial consumers when they’re choosing a brand. Sustainability can mean a wide range of things, from a company’s strategic objectives that revolve around the brand’s story/positioning to the more tangible elements such as packaging choices. Innovative CPG brands are using these insights to influence marketing, product design, packaging, communications and more. Let’s take a closer look at the importance of “visible sustainability” to attract Millennial buyers and other consumers and how brands can build on those ideas to launch successful CPG products.

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