Friday, July 17, 2015

This Week In Market Research: 7/13/15 - 7/17/15

Knowing your consumer is the biggest name of the game for most companies. So if your employees demographics make up a large percentage of your consumer base, why not conduct market research internally? This is what Poshmark, a mobile marketplace for fashion organization, did in giving each employ (over 85 people) apple watches. Around 70% of Pochmark employees are made up of women who love to shop, according to the founder.  In lieu of launching the Poshmark app, the move to provide employees with apple watches was motivated by the desire to gain insight into how women interacted with the new app. After giving the women time to play around with the app, the results very extremely valuable. Among many other behaviors noted, the women were extremely happy with the way the app gave real-time notifications but some individuals were not as drawn to the amount of images displayed; which could pose an issue for a fashion app that is driven by images. In general the research was highly educational and showcases a unique opportunity to conduct market research within the office. 

This week, Google released that it is testing a new feature that will let consumers purchase products through advertisements. The function, labeled ‘Purchases on Google’ will allow people using smartphones to “click select search ads to visit retailer-branded product pages hosted by google.” Going up against competition from companies like Amazon, Google is beginning to invest in ways that attract the mobile shopper. “Thanks to smartphones, shopping now happens anytime and anywhere,” a spokesperson from the company stated. It will be interesting to see where this function takes off from here and how users will interact with it. 

You’ve seen it everywhere on Facebook: “Win free Chipotle for a year!!” Like who doesn’t want free Mexican fast food for the next year!? So why is this irresistibly delicious fact food chain offering free chipotle for a year and what do they want in return? Well, as it turns out, Chiptotle just released its own app called, “Friend or Faux.” In order to build more of an awareness and audience on the app they’re offering a buy one get one free coupon for anyone who plays the game. On top of that, 50 fortunate players will be randomly selected to win free chipotle for themselves and a friend for an entire year. In order to increase your chances of winning, each participant is encouraged to tweet about “Friend or Faux.” Essentially the game is another way to highlight that Chipotle tops any other traditional fast food chain as far as health goes. This campaign carries a brilliant strategy in order to gain more app attention while also building up the reputation and brand of Chipotle.  

Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at  

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