Tuesday, June 29, 2010

Call for Guest Bloggers & Newly Added Speakers From Family Dollar, Sam’s Club, Wendy’s and more

Earn a complimentary All-Access pass to the #1 recognized shopper-focused event in the world by serving as a guest-blogger. As a guest blogger, you’ll have access to the amazing visionaries, authors, academics PLUS retailers, manufacturers, industry authorities and explorers. With four track sessions, cocktails and even an All-Star baseball party – you’ll learn and have a great time and this premier event.

Responsibilities will include attending specifically assigned sessions and blogging live or same day. You must have industry experience within CPG, retail or consulting in those fields. In exchange for guest blogging, you will receive an all-access pass to the event $3,000+ value. Guest bloggers are responsible for their travel and lodging.

Apply today by sending your name, company, biography and links to your blog directly to Conference Director, Amanda Powers (apowers@iirusa.com). Deadline for submissions is Friday, July 2 at 12pm EST. Early submissions encouraged.

Shopper Insights in Action
July 11 -14, 2010
Marriott Downtown Magnificent Mile

Learn more: http://bit.ly/SIA_Blog10
Brochure: http://bit.ly/SIA_Brochure10
Register: http://bit.ly/SIA_Reg10

Registration is still open for Shopper Insights in Action. The event is expected to sell-out, but we have a few spaces available. Don’t wait – register today with code SHOPLINK1 and receive 20% off the standard rate.

Two New Panels Added to the Program:

Kraft, Wendy’s and Turtle Wax Incorporate Customer Participation and Transform What it Means to Listen
Panelists:
*Daren Herbert, Director, Consumer Insights, Turtle Wax
*Jan Trent, Manager, Consumer Insights, Wendy’s
* Chris Hjorth, Scale Marketing, Kraft Foods
Moderated by Bill Alberti, Communispace

Common Ground for Shared Retailer & Manufacturer Growth
Panelists:
Cindy Casper, Sr. Director Insights & Research, Sam's Club
Katie Pollock, Divisional VP, Customer & New Growth, Family Dollar
Moderated by John Dranow, SmartRevenue

We hope to see you in Chicago!


Call for Guest Bloggers & Newly Added Speakers From Family Dollar, Sam’s Club, Wendy’s and more

Earn a complimentary All-Access pass to the #1 recognized shopper-focused event in the world by serving as a guest-blogger. As a guest blogger, you’ll have access to the amazing visionaries, authors, academics PLUS retailers, manufacturers, industry authorities and explorers. With four track sessions, cocktails and even an All-Star baseball party – you’ll learn and have a great time and this premier event.

Responsibilities will include attending specifically assigned sessions and blogging live or same day. You must have industry experience within CPG, retail or consulting in those fields. In exchange for guest blogging, you will receive an all-access pass to the event $3,000+ value. Guest bloggers are responsible for their travel and lodging.

Apply today by sending your name, company, biography and links to your blog directly to Conference Director, Amanda Powers (apowers@iirusa.com). Deadline for submissions is Friday, July 2 at 12pm EST. Early submissions encouraged.

Shopper Insights in Action
July 11 -14, 2010
Marriott Downtown Magnificent Mile

Learn more: http://bit.ly/SIA_Blog10
Brochure: http://bit.ly/SIA_Brochure10
Register: http://bit.ly/SIA_Reg10

Registration is still open for Shopper Insights in Action. The event is expected to sell-out, but we have a few spaces available. Don’t wait – register today with code SHOPLINK1 and receive 20% off the standard rate.

Two New Panels Added to the Program:

Kraft, Wendy’s and Turtle Wax Incorporate Customer Participation and Transform What it Means to Listen
Panelists:
*Daren Herbert, Director, Consumer Insights, Turtle Wax
*Jan Trent, Manager, Consumer Insights, Wendy’s
* Chris Hjorth, Scale Marketing, Kraft Foods
Moderated by Bill Alberti, Communispace

Common Ground for Shared Retailer & Manufacturer Growth
Panelists:
Cindy Casper, Sr. Director Insights & Research, Sam's Club
Katie Pollock, Divisional VP, Customer & New Growth, Family Dollar
Moderated by John Dranow, SmartRevenue

We hope to see you in Chicago!

Cheers,
CMSI Management
Shopper Insights in Action Event Team

Friday, June 25, 2010

A Look Back at TMRE 2009: Creating "Delicious" Research

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Creating "Delicious" Research




Carol Fitzgerald of BuzzBack and Amelia Strobel of Kraft gave their story of "Exploring Dimensions of Delicious with Kraft Foods" in the Explor Awards track this afternoon.

The project developed in order to build a corporate theme for Kraft. They wanted to develop a company positioning around the idea of: "make today delicious."

They wanted to know how they could communicate delicious and whether or not there was an emotional connection to a theme that tied closely to food.

They used a variety of techniques offered by Buzzback and found that delicious is: warm, intimate, and highly positive. They have extended "delicious" throughout their organization and are now sponsoring "Make a Delicious Difference Week" working with two organizations: Feeding America and Save the Children.

Please view the video because every view helps feed the hungry....





April Bell

Tuesday, June 22, 2010

What to look for in international market research

Cindy King recently look at a few of the things to look for when conducting your market research with hopes to expand into an international market. The market research is key to the planning phase, and your success in the foreign state afterwords will be a direct reflection of it.

A few things to know when going into a market to research are:
-What you hope to accomplish
-Cultural differences between the origin country and foreign country
-How the foreign market will use the product

Read the full article here. What are other things a company should look for when doing market research when hoping to enter a foreign market?

Monday, June 21, 2010

McDonalds sees drop in customer service

McDonalds has seen a 4.3% drop in customer satisfaction in 2010. While sales grew, it faced it's largest drop in customer satisfaction, from 70/100 in 2009 to 67/100 this year. This comes with same store sales earnings increasing. So while they have seen huge increases in sales, they're seeing these customer satisfaction scores fall.

Claes Fornell, founder of the ACSI, commented:
"This may seem somewhat paradoxical in view of McDonald's sales growth over the past year, particularly compared to the competition. But as increasingly frugal consumers have made price more salient, McDonald's acquired more customers. These newcomers seem less satisfied, and were it not for the economy some of them would probably rather eat somewhere else."

Read the full article here.

While consumers are flocking to McDonalds in higher numbers, is it natural that more consumers are going to walk out of McDonald's unsatisfied? What type of market research can be done to better understand the consumers that have lead to the increase in sales at McDonalds?

Send Emergen-C to friends via social media

Yep, that's right. Gone are the days of giving virtual gifts on Facebook, now you can actually send your friend a sample pack of Emergen-C from Facebook to their mailbox. Mediapost.com reports that brand manager Megan Seider said, "After all, these days, people use social media for sharing how they feel on a moment-to-moment basis. And since we market Emergen-C as 'the fun way to take your vitamins,' we wanted the approach to be fun."

From a logistical standpoint, Emergen-C is a lightweight product so the company won't lose too much with shipping. Do you think other companies will start using this approach to get their free samples out to the public? Any issues that you see with this tactic?

Emergen-C Uses Social Media For (Real) Sampling

Friday, June 18, 2010

A Look Back at TMRE 2009: Measuring and Improving the Long-term Impact from Marketing

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Measuring and Improving the Long-term Impact from Marketing

Measuring and Improving the Long-term Impact from Marketingfor Fast Moving Consumer Goods
Rick Abens, Conagra Foods

Customer lifetime value (CLV) is the value to the companies see on the P&L of measuring marketing efforts over time. Conagra Foods was trying to link marketing to P&L. CLV is a forward looking metric, it’s value is measured starting now until the end of the customers lifetime.

What’s the value have for teh entire supply chain for ConAgra foods? Their goals is to measure and improve marketing and drive long-term customer value and loyalty.

The mew Marketing Accountability Standards Board invited many individuals to join in the conversation including finance, marketing, researchers and academics. It was founded to help increase that status of marketing in the boardroom.

Key issues for packaged goods companies
-How do we drive long-term growth with marketing?
-How do we develop customer acquisition and retention marketing strategies that are impactful?
-How do we match the right offers of the most responsive customers?

Standard marketing mix modeling output: total volume and subdivide it into the volumes that are driven into trade, promotion, advertising and baseline.

If you look at the baseline as a function of long-term marketing, you can begin understanding it.

Sources of growth: acquire new customers, retain more customers or increase purchasing size. Many customers are flat lining, new customers equal lost customers and retained customers, includes Healthy Choice, and Maxwell.

Summary:
-Marketing is not about getting the next incremental sale, it’s more about getting new customers and making them loyal to your brand.
-Understand whether or not your strategies are working.
-Back to targeting, more aggressive media happening every day in the household. Cut some advertising and target the right people. Television is very important.

British government works to get more online users

In an effort to get more people, especially older generations, online the British government has set up Race 2012. From their website, Race Online 2012 aims to bring people and organizations together to improve the life chances of the 10 million people who have never been online, particularly the four million who are also socially and economically excluded. Race 2012 aims to get 100% of the British population online by the London Olympics 2012.

The YouTube sensation, The Internet Grandad has taken a special interest in the cause and is helping them with their mission. As an elderly widower living alone in England, he found the internet to be a wonderful tool to share his knowledge and to connect with a new set of people.

As social media professionals, we often look at what can be the next big thing, the biggest moneymaker, etc. What many fail to forget is how powerful social media can be to simply connect with one another and to be social. For so many the idea of being social can be daunting, what social media offers is a path out of loneliness.

What other organizations do you know of who are taking a keen interest in getting older generations to adopt the internet? Would you support an initiative like this in your country?

Thursday, June 17, 2010

Find your consumers footprints and then seek them out

In this slide show I recently found, it looks at finding your consumers' footprints. Look at where they are and what they're doing and create your segmentation according to that. Upon hearing your consumers, you can take that information and divide them in four different ways: behavioral, geographic, demographic, and psychographic. Which of the four ways do you think is the easiest way to divide your customers up?

Social Media's impact on The World Cup

The social media landscape has changed drastically in the last four years. Now with more people joining the fray it's become a global phenomenon that can rival a much older phenomenon, The World Cup. Host of All Tech Considered, Omar Gallaga sat with Michele Norris to discuss how all of The World Cup chatter may stretch the limits of Twitter and Facebook. Listen to the broadcast here.

Below is an excerpt from their discussion:

NORRIS: Now, I wonder what this is doing to productivity in a lot of workplaces. What have the most popular sites done to prepare for this increase in traffic?

GALLAGA: Well, Twitter, in particular, had a lot of problems last week that were unrelated to the World Cup. They might've been kind of gearing up for it. But they warned their users that this kind of spike in traffic is probably going to cause problems. They're probably going to have some outages. Facebook has fared pretty well, but both sides are doing a lot to just get people talking.

Twitter introduced some hashtags, where if you type in World Cup, it will actually put a little soccer or a team flag on there. So they're definitely trying to get people talking. And Facebook is actually allowing people to comment with live video streams. So they're pairing up - kind of Facebook status updates with those live streams.

If you're a fan of The World Cup, have the outages or server errors kept you from discussing the sport?

Health plans increase customer service

Marketwatch.com reports that more insurance carriers are ramping up their services as they prepare to compete for millions of new customers starting in 2014, due to the new health-reform law. That's the year health insurers will be banned from refusing coverage to people with preexisting conditions or charging them exorbitant rates, and the first time individuals will have to carry health insurance or face a financial penalty. Such changes are driving some health insurers to try to meet people where they are -- both physically with retail stores and enhanced phone-based customer service and virtually, by tracking negative comments online and intervening to help improve people's experiences with their health plans.

The report also discusses how insurance carriers are using store-fronts and always-open phone lines to encourage customers connect if they have issues with their plan.

What tactics can health insurance agencies take to ensure that their customers are clear about their plan?

Facing new pressure, health plans beef up customer service

Wednesday, June 16, 2010

Small businesses and social media - 5 ways to start now!

Mashable has a great article today on how small businesses can adopt the social media trends from younger generations to help their businesses. One main objection to social media is the lack of time; however, as David Stark points out "...people don’t realize how much time they’re wasting by sticking to the tools of the old guard. Think of how many e-mails you send out on a daily basis. How many phone calls you make. Well, social media can not only cut down on those time-sucks, but also help you connect to a wider group of people on a more personal level. Moreover, it’s a hell of a lot more fun to keep up a fan page complete with FAQs and videos than it is to answer 1,000 e-mails all related to the same issue." Good point.

Here are their top 5 trends to consider with social media:

  • Listen to Gossip
  • Share Content
  • Have an Attitude
  • Hang Out
  • Play Nice with Others
To learn more about these trends in detail, visit the Mashable article.


5 Teen Social Media Trends that Can Be Applied to Small Business


What other trends do you see that can help small businesses grow?

Tuesday, June 15, 2010

Objects may appear closer than they actually are

In a recent article at the Scientific American, Piercarlo Valdesolo looks at how the desire for an object may cause distortion in the distance of the beholder's eyes. The way we think and feel about objects changes the distances we perceive in our heads.

In other words, do objects that we want or like appear closer to us than they actually are? In a series of clever experiments Balcetis and Dunning varied the desirability of target objects and asked for participants’ estimates of their physical proximity to these objects.

Read the full article here. How can this affect your consumers? If they see an object as easy to obtain, it will become more desirable for them.

Friday, June 11, 2010

A Look Back at TMRE 2009: Decision Pathway Modeling: Understanding How Your Customers Get To Yes

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Decision Pathway Modeling: Understanding How Your Customers Get To Yes

Decision Pathway Modeling: Understanding How Your Customers Get To Yes
Mike Mabey, CMI
Anne Hale, Pfizer, Inc.

For Pharma, key metrics are adoption (will a physician prescribe this product), patient adherence and compliance, intent to fill and prescribe, brand perception and brand loyalty. Many drugs will go off patent, and the patients will still want to continue takig the name brand product.
Decision pathway modeling is structural equation modeling at the practice level.
The structural model, using It combines factor analysis and regression analysis, shows new strategy. It shows how constructs interrelate, such as quality service price value satisfaction and loyalty. What strategies can you put together to make the best product?

Key steps to pathway modeling:
1. Identify brand/business objectives – entire team must be on same page for results
2. Build a hypothesized brand model – they started small to find out “the big idea,” created a hypnotized patient model: ad awareness, condition awareness, information seeking, symptom severity, impact on activities, diagnosed with co-morbid condition, pill burden, length of relationship with physician – these lead to the intent to consult with a doctor (which is not the end point, jus the first step)
3. Drafting the survey – critical, best price is validated multi-item scales
4. Data Collection and Model Building – sample should match business objectives
5. Model interpretation and result read-out – larger than the path coefficient, the stronger the relationship


The only way they could increase the intent to prescribe, they had to go back to the inquiries from the patients.


Advantages of DPM
• Can be used on a wade rage of models
• Allows brand teams to leverage existing knowledge in drafting the hypothesized models
• Caputured indirect effects
• Permits simple or complex models


DPM can –
-Maps your customers entire journey, from the beginning to the end how you can influence customer behaviors
-Helps your prioritize resources,
- Revels impact on key marketing elements
-Help you understand the impact of early events in the decision pathway impact on eventual actions and outcomes



Wednesday, June 9, 2010

Consumers want to be a part of the creation process

According to Gongos Research, 92% of consumers surveyed want to be a part of the product development process. They would like to be work with companies in new products and packaging in categories including snacks and beverages, consumer electronics and health and wellness.

The survey also found that:
“do not necessarily expect recognition or direct compensation” for their contribution, 73% would expect to receive a sample product. Seventy-six percent said that they would be willing to forgo acknowledgement or creative license for their ideas, protecting the company from claims based on intellectual property rights of royalty expectations.

Read the full article here.

Tuesday, June 8, 2010

Free Web Seminar: The Changing Face of Beauty

The Changing Face of Beauty

Join us for the Complimentary Web Seminar
Thursday, June 10th from 11:00 AM -12:00PM EDT

Space is limited.
Reserve your Web Seminar seat now at:
https://www1.gotomeeting.com/register/260448192
Mention code MWS0029Blog

Personal care and appearance have become an obsession. Personal care product usage has increased in double digits in the past 5 years with consumers using more individual products on average every day.

In order to develop new products, companies need to identify unmet needs as well as emerging trends and attitudes. Furthermore, we need to better understand how consumers navigate through new categories.

This beauty and personal care development has created a need for new understanding. How has behavior changed? Do women feel differently about themselves?

In order to understand how the category has evolved, we need to be able to look back in time. In 2005, BuzzBack conducted a study among US women around personal appearance and their use of personal care products – from cosmetics to body and face lotion. The study utilized eCollage, our award-winning online technique for revealing visual associations and underlying emotions/feelings.

In this new webinar, five years later, we will look at what’s changed – as well as compare to new findings among women in the UK.

Attendees of this webinar will learn:
• How attitudes related to beauty and appearance have changed among females in the past 5 years and why
• How women use imagery to better express how they feel about their personal appearance on a typical day
• What remains the same -- which consumer feelings are similar today compared to 5 years ago and why
• How the recession has impacted purchase behavior and why

In addition, you’ll learn how new research methodologies, especially hybrid qual-quant online techniques, have evolved. Traditional quantitative measures will be combined with future-facing qualitative collection methods and advanced qualitative analysis.

Featured Speaker:
Brendan Light, SVP, Research and Development, BuzzBack Market Research

Brendan has been leading research development and best-practices for BuzzBack, with recent recognition by the Advertising Research Foundation as a Great Mind winner for Innovation. In addition to continually improving the quality of the quantitative and qualitative methodologies and analytics of BuzzBack's research offerings, he pioneered BuzzBack's award-winning and patent-pending eCollage and Verbatim Viewer technology, and leads a broad team of future development and research strategy for BuzzBack. He continues to focus on leveraging the transformative powers of the Internet to evolve respondent engagement, operational efficiency, and visualization of analytics and insight. He has over 10 years of client and research supplier side experience, having also served as Research Director for Grey Interactive and as the Global Director of Ipsos-ASI Interactive.


Monday, June 7, 2010

If the shoe fits - Zappos takes #1 for customer service

Computerworld reports that the online shoe retailer Zappos.com has nabbed the top spot in online shopping sites by rating agency, StellaService LLC. The firm rated the 150 largest Internet retailers on 300 factors, such as online tools and their Web sites' user interfaces. The evaluations included usability tests, orders (and returns) of several products, and more than a dozen interactions with customer service representatives via phone, e-mail and live chat.

This isn't news for Zappos, who boasts numerous awards for customer service. So what's the secret ingredient?

Yahoo Expands Facebook Integration, Adds Privacy Controls

PCWorld.com, reports that Yahoo has expanded its integration with Facebook to a global audience. The company also unveiled a new "privacy dashboard," dubbed Yahoo Pulse.

"People who use Yahoo and Facebook can now link their accounts to view and share updates with friends across both networks," Yahoo wrote in a blog post. "This means you can see your Facebook News Feed from your Yahoo homepage, Yahoo Mail, and other favorite Yahoo sites and services."

Although this integration is still in its early stage, what benefits do you see for both Facebook and Yahoo? Will users quickly adapt to this exchange?

Just Released - The Market Research Event 2010 Full Agenda



HOT OFF THE PRESS: The Market Research Event 2010

Full Program is Now Available!

Download the Brochure

With over 125 speakers and more than 100 sessions, TMRE 2010 has the most comprehensive agenda in the industry - it's the experience of 6 conferences all in one trip!

Download the Brochure to see for yourself why more than 400 people have ALREADY signed up to attend!

Register by July 16th to lock in our $600 early bird discount!


Registration Information:

Online: Click Here
Phone: 888.670.8200
Email: register@iirusa.com

Friday, June 4, 2010

Complimentary Webinar: Emotional Marketing- The New Rules of Engagement - June 30 at 2:00 - 3:00PM EST

Space is limited.
Reserve your Webinar seat now at:
https://www1.gotomeeting.com/register/224085977
Priority code: M2115W1BLOG

Words are the most powerful force on earth, as the greatest moments in history and advertising have been captured by words. Words can be electric if chosen correctly, so when you use them to advertise your products, services and brands make them come to life by igniting people’s hearts in order to light up their minds. Neurologists agree that what we hear is retained for 5 seconds and what we see is retained for 1 second.. why then do we continue to focus on visual stimulus when we should be engaging a greater part of your consumers brain? If you want to be unforgettable learn to engage all your consumers’ senses. Do your customers wait on the sidelines for the next promotion or is their loyalty dictated by how you make them feel?

Marketers today face unprecedented challenges with respect to gaining the consumer's attention due to the emergence and convergence of technology. Consumers today are constantly bombarded with messages from companies trying to gain share of their hearts through effective advertising. One of the biggest questions that our presenter Inez Blackburn has is why marketers insist on answering questions in their ads that none of their customers are asking. Consumers today are struggling with the current economy and as a result are constantly looking for escape. Too often marketing messages are focused on a product feature or attribute with little relevance to the consumer.

There is a sea of change brewing in the advertising industry triggered by an explosion in digital media. These changes have resulted in tremendous upheavals in traditional advertising and marketing.

Does your message or advertisements speak to their mind or heart? Will you win by logic or emotion?

“A man convinced against his will is unconvinced still,” Pastor Phil Johnson

What you will learn:
-Learn to leverage new consumer insights to create promotions beyond price

-Learn the 5 critical success factors for effective marketing in a sea of choice

-Gain a greater share of heart with emotional marketing designed to engage the senses

-Understand new consumer models and buying behavior and the impact of somatic markers

-Sustainability and Social responsibility is only he beginning , survival will depend on your ability to remain relevant for a greater share of heart

-We understand why consumers buy now we need to understand why consumers lie – learn what really drives consumer decision making

About the Presenter:
Inez Blackburn
President of Market Techniques & Innovations, Inc.

Inez Blackburn is a globally recognized speaker, industry leader, innovator, and pioneer in launching global brands with over 25 years experience. She has worked with many Fortune 500 companies and led numerous executives through her Positioned for Profit Seminars and Marketing to the Max Workshops. She has been on the Dean’s list for excellence in teaching for 10 years and is a featured trainer at numerous executive events. Inez is President of Market Techniques & Innovations, Inc. and an adjunct professor at the University of Toronto, Wright State University, and S.P. Jain University in Singapore and Dubai, as well as a featured instructor at Pennsylvania State University.

She has worked extensively with major corporations and has played a pivotal role in implementing customer-centric strategic plans, marketing best practices, and balanced performance metrics. She also teaches companies how to leverage the power of collaboration for a sustainable competitive advantage.

A Look Back at TMRE 2009: Trend Surfing: Creating Waves of Change

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we'll be recapping one session from The Market Research Event 2009.

Trend Surfing: Creating Waves of Change
Kelley Styring, Principal, Insight Farm, Event Chairwoman


DSC01122 by you.



How can we grow market research? There’s a dimension missing in market research, and sometimes when you damage something you learn. Kelley’s been creating intense personal experience that’s changed the lense through which she looks at the industry. Last year, Styring presented about what people carry around in their car. Cars are now a habitat, and to do this study, she spent 30 days in a car traveling around to find out more.

She embrased a the idea that bias can contaminate one's work. When she lived the experience, she understood more of what the consumers were talking about.

Things are happening very quickly on the technology and social network side, and it’s very important to understand what’s going on. Styring is now looking at Twitter.

How does one slice all of the information you can gather on Twitter? In market research, you don’t really know what you’re looking for. You’ve got # signs some are using in Twitter (#TMRE for this conference!), which can be empirical learning, as well as theoretical panels. You can learn about anything. All of this information is collected then graphic and descriptive analysis reveal innovation and insight opportunities. Embrace your inner bias.

Thursday, June 3, 2010

AP Stylebook adds 42 new guidelines for social media

ROTFL, G2G and POS are officially part of the updated AP Stylebook. CNN and Mashable report that the venerable resource for journalists (and those who just like to be annoyingly correct all the time) has added 42 new guidelines for social media communication. From the article, "among the more interesting changes -- at least from a grammar and style standpoint -- are separating out "smart phone" as two words, hyphenating "e-reader," and allowing fan, friend and follow to be used both as nouns and verbs."

Like to add your suggestions? The AP is taking tips from New Media and Social Media types for 2012. Click here for more information.

Check out the original article here: AP Stylebook adds 42 new guidelines for social media

English rugby club seeks to understand their market

The Castlesford Tigers, a rugby team in England, have decided to reach out and understand their local market. They're looking to the fans and locals in the region to understand their perceptions of the club, season ticket prices and the match day experience. They will use a network of online surveys, telephone surveys, focus groups, and one on one interviews.

According to the head of Marketing and Development, Simon Mowbray, "The views of our supporters are vitally important to the future of the Club. They are at the heart of everything we do so it is extremely important to receive their feedback to highlight areas we can improve and help the Club grow. We are facing one of the most significant periods in our history. With plans to move to a new state-of-the-art stadium at Glasshoughton and with Super League more competitive than ever before both on-and-off-the-field, the operation needs to be constantly evolving to meet the demands. The market research campaign will give the fans the opportunity to let us know their thoughts on a wide range of issues and provide the Club with a valuable insight into what they think."

This club realizes the importance of connecting with their audience. They're the source of future growth. What initiatives have you taken recently to reach out and feel the pulse of your audience?

Source: Castleford Tigers

Wednesday, June 2, 2010

Market Researchers on Twitter

The Affiliate Marketing blog recently posted a list of the best market researchers to follow on Twitter. With the micro-blogging service being constantly updated, it's a great way to keep an eye on the market and follow the latest trends.

The list consists of:
  1. eMarketerDigital intelligence for marketers & advertisers on social media, mobile, media, advertising, retail, consumer products, and more.
  2. Forrester Research — Independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.
  3. Google Retail Team — Uses their Twitter account to provide the latest industry news and data.
  4. Pew InternetThe Pew Research Center’s Internet & American Life Project, a nonprofit, nonpartisan research organization.
  5. BigResearchConsumer intelligence firm providing solution-based insights of consumer behavior.
  6. FocusOnline resource where professionals can freely access the research and expert advice they need to make better business decisions.
  7. American Marketing Association — Official Twitter account of AMA, a professional association for individuals and organizations involved in the practice, teaching and study of marketing.
You can also follow The Market Research Event on Twitter at @TMRE.

Disney turns "likes" into purchases on Facebook

The venerable entertainment giant has lead the pack in it's newest initiative to drive sales to the release of their upcoming film, Toy Story 3. The New York Times reports that the application, called Disney Tickets Together, could transform how Hollywood sells movie tickets by combining purchases with the powerful forces of social networking. When you buy a ticket through Disney’s application, for instance, it alerts your Facebook friends and prompts you to invite them to buy tickets of their own.

For now, only Toy Story 3 tickets are available. But Oliver Luckett, senior vice president and general manager of DigiSynd, a Disney subsidiary that manages the entertainment giant’s social networking presence said other Disney movies would follow if the application is deemed a success.

If the application is a success, will we see online movie ticket sellers like Fandango and MovieTickets.com adding more social features to compete?

Learn more: Disney Puts Tickets on a Facebook Site

Tuesday, June 1, 2010

Social media boosts organ donor recruitment

The Chicago Tribune reports that social media is playing a hand in getting more people to sign-up to be organ donors. Individuals who are in need of a donor have begun to use Facebook to find a match. Though this may have legal ramifications and potential abuse among those working in the black markets for organ donors; overall, the use of social networks has been a helpful tool.

In Michigan, activists have tried to pass stronger laws to encourage more participation in the registry and are now using social networking to spread the word that 2,943 Michigan residents are currently waiting for organs.

To learn more about how social networking is playing a role in recruiting organ donors, we encourage you to check out the article mentioned here.

Social media efforts boost organ donors

Gen Y Addicted to Social Media

The University of Maryland recently did a study to test the effects of Generation Y separating from all forms of technology, in specific, iPods, cell phones and computers. Two hundred Maryland students were separated from all forms of media for 24 hours.

After 24 hours with no media interaction, the words the students used to describe the experience were much like those of drug and alcohol addictions: In withdrawal, Frantically craving, Very anxious, Extremely antsy, Miserable, Jittery, Crazy.

Generation Y uses their media not only to stay connected with the world they have built, but also as a news information source. Many don't watch the news, but instead find out about major events from Twitter and Tumblr. The article also noted that much of Gen Y was oblivious to branded news and information.

Read the full article here.