Friday, October 30, 2015

This Week In Market Research: 10/26/15 - 10/30/15


Networking. Yes, I know it’s a word that can often elicit a nervous response from those on the receiving end. “What should I wear? Who do I talk to? How do I tell them what I do? Wait…. What DO I do?” Ah, indeed this word can even get you questioning just what it is you do. But it doesn’t have to be this difficult does it? According to an article on Fast Company this week, there are four things you should keep in mind when networking that will shake those nerves. 1. Pay attention to body language. “Glance down at their feet to see if they are still facing towards you. If they’re not, she says, it’s a sure sign they want to move on.” 2. Keep track of timing. Start practicing what a 30-60 second exchange should feel like. Too often, once we get going, we don’t realize how long we’ve been speaking. 3 and 4 remind you to focus on the person that you’re talking to rather than you and also be ready with some interesting stories. If you think about it, a good story is enough to keep someone engaged long enough to actually get to know a little bit more about you and your personality. I highly recommend reading the full article to learn more about the ways you can improve your networking. 


According to an article released on Ars Technica this week, Apple Pay adoption growth has slowed in recent months. The data, released from a market research company called Phoenix Marketing International, is based off of a survey sent out to people who identified as financial decision makers. “In February, four months after Apple Pay launched, 11 percent of respondents said they had signed up for Apple Pay. But by September, the number of respondents who had signed up for Apple Pay had only increased to 14 percent.” The article does note that the decline in some of these numbers could potentially be attributed to the fact that Apple Pay only works on iPhone 6 or later models. This research also tells us that a slight majority of people using Apple Pay are between the ages of 33 and 48 while 42% are between the ages of 18 and 32-years-old. This article is a fascinating read because it explores a lot of the possible explanations for the decline in growth with Apple Pay. If you are interested in reading the full article click here


This week, Forbes wrote an article that discusses DX Marketing firm’s decision to move their database to the cloud in order to receive faster consumer insights. Along with this move, the firm was able to avoid the expense of hiring a new IT staff and buying new infrastructure. “’By reducing the project’s IT budget, we could actually hire some really top-grade analytics talent,’ DX Marketing President Ray Owens says. “So we went out and hired our own data scientist.’ The 14-year-old company does marketing creative work, prints and distributes direct marketing material, and crafts marketing strategies for clients, such as when to use digital, search, or radio advertising channels.” By taking advantage of the cloud the firm is now able to get faster speed to the market and gain higher quality marketing insights. A lot of talk has gone around about the cloud and how it can work multilaterally, but this is just one added benefit to the marketing industry in gaining better consumer insights.



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 Ndicharry@iirusa.com

Wednesday, October 28, 2015

Your Opportunity to Connect with Client-Side Shopper & Retail Executives in Paris

Breaking News - 83% Client-Side Attendance at OmniShopper International 2015!
In just 3 weeks, the best in retail and shopper strategies will gather in Paris at OmniShopper International. We have some exciting news to share with you about the event - the highest client-side attendance to date, with an astounding 83% of participants coming from client-side organisations.

So what does that mean for you? Even MORE opportunity to get in front of the real decision makers in organizations like Ferrero, Tesco, Johnson & Johnson UK, LEGO, Mondelez International, Coca-Cola, SABMiller and more. It will be a room filled with real purchasing power. Download the brochure for more information: http://bit.ly/1LBURFR


These companies have already invested in insights by registering to attend - and now they are looking to invest in their next great partner:

Almeer Group
Altex
Arla Foods
Atria Plc
Barilla
Beiersdorf AG
Boston Consulting Group
Campofrio Food Group
Coca-Cola
Colgate Palmolive Ltd
Danone
Edgewell Personal Care
Engage BBDO
Fazer Group
Fazer Leipomot Oy
Ferrero
GfK
GSK
Hakuhodo Inc
Harvard University
InContext Solutions
INSEAD
Instore Power Provider SRL
John Lewis Plc
Johnson & Johnson Consumer UK
Kantar Retail
Kimberly-Clark
LEGO
Market Strategies International
Metrixlab
Metro SA
Metsa Board International
MindSpark Research International
Mondelez International
NORM Research & Consulting AB
Ogilvy & Mather Africa
Ontex
P&G
Pagen AB
PepsiCo International
Perfetti van Melle
Philips
Plzensky Prazdroj (a SABMiller plc company)
Procter & Gamble Europe SA
Publicis Belguim
Quotus Research
Red Bull GmbH
Relish Research
Sanofi
Shell International
Skim
Societe des alcools du Quebec
Sovena
Swedish Match
Tesco Czech Republic Slovak
The Lavin Agency
TNS
Unicer
Unilever
Vaselic doo
Vivid Brand
Warburtons Ltd
Warc
WD- 40 Company Zweigniederlassung
Webb deVlam
William Grant and Sons Distillers Ltd
Windsor Leadership Group

As a valued reader of our blog, you get an exclusive $100 off the current rate when you use code OMNIPAIS15BL. Register here: http://bit.ly/1LBURFR

We hope to see you in Paris!

Cheers,
The OmniShopper Paris Team
@OmniShopper

#OmniParis15

Friday, October 23, 2015

This Week In Market Research: 10/19/15 - 10/23/15

This week I came across a very interesting article on Buzzfeed that discussed the gender gap in people who own and or buy drones. The article discusses the issue from a marketing standpoint on how the drone market, which is generating more than $5 billion in revenue, can reach the female audience. The author explains how, upon doing research on women and girls with drones, “…only 3 included images of women and girls engaging with drones, compared to 18 for men and boys. On Shutterstock, I found 4 girls, 28 boys, 12 women, and over 100 men. (The search terms I used were ‘drone,’ ‘drone man,’ ‘drone woman,’ ‘drone girl,’ and ‘drone boy.’ The numbers are taken from looking through the images — discounting unrelated pictures and aerial shots.)” The article also points out that some attempts have been made to appeal to the female market, although they can be seen as a step in the wrong direction. Some drone booths, in their attempt to reach women, have women dress in revealing clothing to hand out T-shirts that say “Chicks dig drone pilots.” However there are the few marketers that feature, in my opinion, more appropriate tactics such as strong women doing what they love and being featured on drone technology. Upon reading the article, however, I’m still not convinced that the majority of these tactics are moving the female image in the right direction. What do you think?


It’s that time of year again, folks! The infamous Black Friday is approaching us and everyone is stampeding toward…their phones? That’s right. In an article posted on Adage this week, Google is claiming that more consumers are actually using their smartphones to complete Black Friday purchases. “More consumers are shelving the traditional, daylong Black Friday shopping experience for short, burst-like purchases made with their smartphones that are spread out over a period of time, or what Google is calling ‘micro-moments.’” According to Google’s blog, “shopping moments” will replace the idea of a “shopping marathon” where people spend the night outside of a Best Buy just to cram into the store and buy the latest gadgets for half price. The article presents compelling evidence and numerous studies that show consumers, more and more, are purchasing holiday items from their mobile devices. This comes as great news to someone like myself, who can’t stand waiting in lines and being in a crowded department store. It will be interesting to see the numbers from this upcoming Black Friday as compared to last year to really see the decline as well.


Last week many Advertisers and Marketers ascended upon the Orlando World Center Marriott to attend the Association of national Advertisers’ Masters of Marketing Conference. However, in an Adage article posted this week, many attendees did not find answers to some of their major questions. Questions such as, “how does our company get around ad blockers?” received very few, if any, remarks. “In Orlando, Mr. Liodice (The group’s CEO) moved quickly off ad blocking, as well as brief mentions of ad fraud, ad viewability problems and a "degenerative and destructive" proposal in Congress to reduce the tax deduction for ad spending. ‘With as many challenges as our industry has,’ he said, ‘we have a growing abundance of opportunities.’” Answers such as this one were not received well with companies hoping for a strong and absolute response. However, the article also suggests that perhaps the answer to this direct question lies within General Electric CMO Linda Boff’s suggestion that the answer is as “simple as creativity.” “’Ad blocking, viewability, none of it matters without great work.’”


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 Ndicharry@iirusa.com

Thursday, October 22, 2015

Free Webinar: Virtual Reality - The Key to Understanding Shopper Decisions

In the CPG and retail industry, analyzing shopper decision trees are important for both strategic and tactical decisions. Traditionally, they’ve either been created from historical purchase data (household panel data, for example) or attitudinal surveys (card sorting, attribute rankings, or shop-alongs.)
But that is no longer the case! Virtual reality has changed the way shopper research is done. Traditional methods are integrated with data from virtual shopping simulations, providing a deeper understanding of both the attitudes and behavior of the shopper.

Join InContext Solutions’ Rich Scamehorn and Liz Cox for their webinar to learn the latest trends and applications of virtual reality research, and how virtual technology is allowing retailers and manufactures to optimize assortment and eliminate traditional decision tree barriers, such as:

-                       Hard-to-track categories (e.g., instant consumption products, products without UPC codes)
-                       Hard-to-track channels (e.g., Liquor stores, C-stores)
-                       Low purchase frequency categories (e.g., cosmetics, consumer electronics)
-                       Retailer-specific data 
-                       Occasion-based decisions

Register for this free webinar here: http://bit.ly/1LvvQgP

Presenters:
Liz Cox, Group Vice President, Insights, InContext Solutions

Rich Scamehorn, Chief Research Officer, InContext Solutions


Liz has a passion for turning data into insights for clients. Prior to joining InContext Solutions, Liz spent over 25 years in shopper and consumer insights roles at IRI and Ipsos. Liz is now bringing together her primary areas of expertise, virtual testing and shopper decision trees, into an exciting new research offering. Liz holds a MS in Marketing and Strategic Management from Purdue University’s Krannert School of Management.

Rich co-founded InContext Solutions in 2009, and serves as Chief Research Officer. He has over 20 years of market research experience, and began his career at Rockwood Research and Market Resource Associates, two start-up research suppliers. He moved to the client side with Tennant and General Mills where he introduced virtual store testing as a faster, cheaper method providing great cost savings to the company. Rich holds a bachelor’s degree from Macalester College in mathematics and a master’s degree from the University of Minnesota in statistics.

Save you seat for this webinar: http://bit.ly/1LvvQgP

Want more on this topic? Attend OmniShopper International next month to see InContext Solutions present a session called, “The Latest Trends and Applications of Virtual to Research.” OmniShopper Intl is taking place November 14-16 in Paris France. AS a valued member of our LinkedIn community, you get $100 off the conference rate when you code OMNIPARIS15BL. Learn more or register here: http://bit.ly/1W2eIG7

Cheers,

The OmniShopper International Team 

Tuesday, October 20, 2015

GfK’s Market Research Survey Reveals Industry Insights at TMRE 2015

In less than 2 weeks, market research leader GfK will be revealing the results of its Future of Insights Survey at The Market Research Event (TMRE), November 2-4. The survey reveals in depth insights into the state of the industry. Register now to see the unveiling LIVE: http://bit.ly/1M51td4

Here are some highlights that have come out of GfK’s Future of Insights Survey so far:

·         Is the market research industry revolutionizing or just evolving?
It depends on where you sit!
Clients want to revolutionize the way that research is done, while suppliers are looking to evolve.

·         Are clients and suppliers aligned on their top goals for 2016?
When generating actionable insights, difficulty in being timely is a top impact for clients, while adopting new, innovative methodologies is a leading impact for suppliers.

·         Which is more important: innovation or speed?
Turns out research innovation is still important, but not at the expense of speed! Suppliers are focused on new methodologies to create insights, but are misaligned with clients on the importance of delivering impactful insights quickly.

·         What is the market research industry craving?
The industry is craving leadership!
Clients feel a more imminent change in the market research industry, while suppliers are pressured to keep pace with a focus on new, innovative methodologies that can deliver impactful and timely insights.

This is just a sample of the insights into the state of the industry that GfK and IIR will be revealing at TMRE 2015 taking place November 2-4 in Orlando, Florida, as we release the results of Future of Insights Survey. Follow #FOInsights on Twitter and Facebook for more survey results at TMRE.

As a valued member of our LinkedIn community, you get an exclusive $100 off the current rate when you use code TMRE15LI. Register for TMRE 2015 now to see the unveiling LIVE: http://bit.ly/1M51td4

We hope to see you in Orlando!

Cheers,
The TMRE 2015 Team
@TMRE
#TMRE15 

Themarketresearcheventblog.iirusa.com

Monday, October 19, 2015

Marketing Research 101: Six Commons Mistakes in Survey Questionnaire Design

Online surveys have become the cornerstone of the market research industry. They quickly and easily allow businesses to gather consumer data, which they can use to: enrich products, alter marketing campaigns, and tailor messaging. Unfortunately, modern technology, which has improved the ease with which companies can generate surveys and analyze results, has also spawned an era where an increasing number of surveys are poorly formulated, limiting responses or skewing data to misrepresent customer intentions. By applying a few basic tenants of survey design, we easily increase engagement and improve data accuracy and overall quality.



Questions that Affect the Answer
1.       Leading Questions: Questions should be phrased in a way that suggests all responses are equally viable
2.       Loaded Questions: Write questions that do not inherently encourage the participant to be less-than-straightforward with the response

Questions that Result in Unclear Data
3.       Double-Barreled Questions: Questions that ask two things and offer only one opportunity to answer do not provide usable data
4.       Questions with Absolutes: Unless the subject is clear-cut (i.e., ‘Are you a man?’), the question should provide enough choices to represent participant response

Questions that Confuse
5.       Jargon: Unless the participant pool is very specific, such a ward of doctors at a local hospital, questions should avoid using abbreviations, industry-specific language, or slang. Using clear, common language insures that 100% of the participant pool has an equal understanding of the content
6.       Offering Too Many Options: Potential responses to online survey questions should be limited to five or six. Offering more options can be confusing to the participant, clutters the survey, and may negatively affect survey completion

While there is much more to online survey design than adhering to these six principles, avoiding the most common errors of question formulation will greatly increase a survey’s return rate, accuracy, and relevancy.



About the Author:  As Global Marketing Associate, Tara Wildt leads Lightspeed GMI’s digital and interactive marketing platform, branding initiatives and social media strategy. In her role, she develops creative solutions and collateral for Lightspeed GMI’s product suite and plays a key role in the company’s strategic development. In addition, she has oversight of the company’s philanthropic and community outreach initiatives.  

Friday, October 16, 2015

This Week In Market Research: 10/12/15 - 10/16/15

We’ve all been there. Staring at the clock in shock and wondering how it’s already 3:00pm in the afternoon when the rest of the day you’re in meetings. This week Fast Company wrote an interesting piece on Google’s Head of Marketing, Loraine Twohill, and how she handles taking on 20 meetings a day. In Loraine’s advice, you need a “Go-To Motivator.” “’I get out of the building and go for a walk and look at the trees. Time to think is the scarcest resource in life. I use my drive to and from work to think, but it’s never quite enough. For me, going for a walk and being in fresh air is almost a form of meditation.’” Twohill also suggests that rather than just using email as a way to communicate, coworkers should interact through talking face-to-face. Along with this point, Twohill suggests that it is important to start the day off by prioritizing tasks. In Twohill’s opinion, “’you get older and wiser and realize you can’t do it all. You can’t even begin to do it all. You have to be realistic.’" One of her last and final points, is that it is important for an employee to have a decompression method. Whether it’s attending a class at SoulCylce or walking through a park, everyone needs to have something to wind them down and get them ready for a productive next day. The full list of tips is worth checking out if you’re like everyone else and struggle with managing meetings and workload.


This week, Fast Company wrote an article describing the process that the brand of Filson has been undergoing in order to tell their story. “Since 1897, the company has been outfitting the more rugged types of the Pacific Northwest, starting with gold miners, then forestry workers, and on to outdoorsmen of all stripes, including hunters, fishers, sports shooters and travelers. Over the last decade, the brand’s territory has expanded to just about anywhere a guy can grow a beard…” Until recently, the Filson brand has gotten by utilizing very little marketing and rather relying more on word of mouth. Now, the company has hired Alex Carleton (Rogues Gallery, LL Bean Signature) as their new Creative Director along with Gray Madden (associated with Burberry Watches) being their new president. “The plan is to use the legacy of the brand’s long, storied history to chart its future.” The full article then goes into what key components will be used to make this campaign reach its full potential. I highly recommend looking over this article, if not to look into a unique brand design strategy, then to glean how this brand has reached such a wide consumer base without much marketing in the past.


MarketWatch released an article this week that identifies The Hershey Company as it expands and continues leadership in convenience for consumers and highlights Hershey’s efforts to identify consumer trends. “Hershey’s ability to synthesize numerous data sources to give the company a full picture of important trends for its brands, category and the full retail environment, has made it a trusted category advisor. These insights enable Hershey to plan the most effective floor sets and product mix to help C-stores increase their sales velocity.” This year, Hershey will showcase its “market-leading” products at the National Association of Convenience Stores (NACS) Show. The company is expected to share its major priorities and reveal how consumer insights help to enable the company as a whole to have the most effective products. According to the article, “Hershey’s insights-driven performance has allowed the company to build its core business to include a broader range of delicious snacks that are incremental to our core growth.” It’s very refreshing to read about companies like Hershey’s who put their consumer insights at the forefront of their marketing and business strategy. After all, consumer insights holds the key to the growth of any business.


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 Ndicharry@iirusa.com

Thursday, October 15, 2015

Target, Hershey, Clorox and More Prepare You for the Future of MRX at TMRE 2015

The highly anticipated Market Research Event 2015 is almost here! For the past 13 years, The Market Research Event has been the insights industry's annual meeting place, known for its ability to connect you with the very best in insights from around the world. 

With unprecedented access to 150+ research and insights speakers, 125 content-driven sessions, and 100+ cutting edge solutions providers, TMRE once again lives up to its reputation for being the "world's #1 insights event." We are so excited for you to see all the creative new ways TMRE 2015 addresses your newest challenges- helping you translate insights into bottom line impact.

Jam-packed with sessions presented by global market research leaders, TMRE’s Trends, Foresight & Growth Track on Monday, November 2nd gives you the tools, techniques, and methodologies you need to be future-ready.

Here’s a full list of the Trends, Foresight & Growth track sessions:
·         Strategy for the Next Generation for Multi-Cultural Milennial-Identity
Mildred Carrasquillo, formerly TELEMUNDO TELEVISION NETWORK
·         Insights from the Future: How to Leverage Strategic Foresight
Lina Yang, THE HERSHEY COMPANY
·         How to Communicate Superior Value through your Product Claims
Jee Ahn, THE CLOROX COMPANY and Paul Jannsen, SKIM
·         Who is the RealLGBT Consumer?
Michael Abata, TARGET and Mehreen Hussain, TARGET
·         The Art of Trends
Claudia Lieshout, PHILIPS

And the featured speakers you don’t want to miss:
·         Cultivating Ad Receptivity: Strategies for Countering Ad Avoidance
Duane Varan, Chief Research Officer, ESPN LAB
·         Contagious: How to Make Products, Ideas and Behaviors Catch On
Jonah Berger, Professor Marketing, THE WHARTON SCHOOL OF THE UNIVERSITY OF PENNSYLVANIA,Author, Contagious: Why Things Catch On
·         Risk Taking and Decision Making in Poker, Business and Life
Casper Berry, Risk Taking and Decision Making Expert and Professional Poker Player    
·         Shaping the Future: A Moment of Truth for the Insights/MR Industry
Bill Hoffman, Chief Analytics Officer, US Bank, Former SVP of Insights, BEST BUY
BV Pradeep, Global Vice President, Consumer and Market Insights-Market Clusters UNILEVER (SINGAPORE)
·         How Big Data is Changing the Way we Work, Live and Dream
Hilary Mason, CEO and Founder, Fast Forward Labs, Former Chief Scientist, BITLY
·         Generating Insights in a Hyper-Connected and Data-Driven World
Kumar Mehta, Ph,D., CEO BLUEOCEAN MARKET INTELLIGENCE
Reed Cundiff General Manager MICROSOFT CORPORATION
·         We Are Predictably Irrational
Dan Ariely, Best selling Author, Predictably irrational and The Upside of Irrationality, Behavioural Economist
James B. Duke Professor of Behavioral Economics DUKE UNIVERSITY, founding member of the CENTER FOR ADVANCED HINDSIGHT

Download the brochure for the full program: http://bit.ly/1Pj7eKE
Also, this year, TMRE has reached 70% client side participants- the highest client-side participation of any large-scale market/research insights event. So what does that mean for you? It makes the networking, story sharing and connections THAT much more valuable both onsite and after the event. Making connections matters.

Drive your future and shape the industry’s future at TMRE. Use code TMRE15BL for $100 off the current rate. Register today: http://bit.ly/1Pj7eKE

We hope to see you in Orlando!

Don’t miss ORC International’s FREE upcoming webinar “Virtual Reality: The Key to Understanding Shopper Decisions” taking place Wednesday, October 28th at 11:00 AM EST. Join InContext Solutions’ Rich Scamehorn and Liz Cox to learn the latest trends and applications of virtual reality research, and how virtual technology is allowing retailers and manufactures to optimize assortment and eliminate traditional decision tree barriers. Register here: http://bit.ly/1LvvQgP


Cheers,
The TMRE 2015 Team
@TMRE
#TMRE15
Themarketresearcheventblog.iirusa.com

Tuesday, October 13, 2015

Analytics in Today’s Sports Landscape



Do you remember when winning or gaining an advantage in sports was achieved by a coach’s gut decisions – or when the value of a player was attributed to the “eye test?”  Analytics has spread like wildfire in sports and the days of “pure” sports are long gone. 


The Spark that Ignited the Fire


Billy Beane, the GM for the Oakland Athletics, is notorious for his use of analytics in baseball. Chronicled by the Michael Lewis book “Moneyball”, Beane used analytics to better understand the “secret sauce” of winning players. Beane looked past the traditional way of evaluating players (i.e. scouting services) and looked at the variables that led to more wins. It turned out that a team with a higher “On-Base Percentage (OBP)” would likely score more runs, and ultimately win more games. Beane revamped his entire roster with players who fit those specs…. and the rest was history. 


Analytics in Today’s Sports Landscape


Fast forward over a decade after Billy Beane introduced analytics to baseball and the landscape has completely changed. Now-a-days, if you don’t have an analytics team on staff as a professional sports organization, you’re at a disadvantage. 

The National Basketball Association (NBA) has been on the forefront of the analytics movement. NBA teams are now using a form of technology called “Player Tracking,” which evaluates the efficiency of a team and players by their movement. NBA arenas now feature 6 cameras that track player and basketball movement 25 times per second. No longer are NBA players evaluated by the “eye test” or basic statistics like Points-Per-Game (PPG) or Rebounds-Per-Game (RPG). Teams are now looking at the speed of a player, how many rebounding and scoring opportunities he had, how far a player traveled during the game (i.e. 2.8 miles), etc. 

In 2014, Benjamin Morris wrote an article on FiveThirtyEight.com about the hidden value of steals in the NBA. To illustrate this, Morris created a regression using players’ box score stats (points, rebounds, assists, blocks, steals, and turnovers) to predict how much teams would suffer when someone couldn’t play. Shockingly, Morris discovered that a “steal” is worth as much as 9 points. Put another way, Morris said, “A marginal steal is weighted nine times more heavily when predicting a player’s impact than a marginal point.”

In 2014, Kirk Goldsberry of Grantland wrote a fascinating article on how he used this new available player data to estimate the value of a possession – moment by moment. As an example he used the last 9 seconds of a game where Spurs PG Tony Parker maneuvered through the lane to find an open player for the winning shot.  The article features an interactive visual of how the estimated possession value (EPV) changed after each second. 

The articles by Goldsberry and Morris are examples of how the advancement of analytics in sports has led to a new appreciation for the “little things” of the game – things that were previously overlooked or viewed as unimportant. 


What’s The Future?


Wearable tech is the trend now. We’ve already seen the NBA experiment with materials used for uniforms and basketballs. Perhaps the next step is to bring wearable tech to the players? For example, major league baseball players often wear sunglasses when at bat. Maybe if their sunglasses featured technology similar to Google Glass and the Apple Watch, then we could measure players’ emotional and mental health throughout the game. 


Closing Thoughts


Is advanced analytics in sports a good thing or a bad thing? I’m not convinced one way or the other but I don’t believe it’s been all “good.” Just like in Market Research, there will always be value in the consultative side of things. I’m not against Do-It-Yourself research tools like SurveyMonkey but there’s a reason why Fortune 500 companies don’t assign interns to conduct their market research. We’ll always need people who can structure studies appropriately and make since of the data afterward. Analytics just for the sake of analytics can only go so far in sports. There must always be direction (a focus on things that make sense in context of the game/sport) and people in place who can make sense of the raw data. 

What do you think? Is advanced analytics in sports a good thing?  What do you think is next?

***

Isaiah Adams is the Manager of Social Media Development at Optimization Group, a marketing research and analytics firm that uses cutting edge technology to help clients make fact-based decisions. Follow Optimization Group on Twitter @optimizationgrp

Image Credit: lonely11 / 123RF Stock Photo

Monday, October 12, 2015

Earn a Free Pass to OmniShopper Intl in Paris by Becoming a Guest Blogger

Do you want to learn, network, and meet iconic shopper insights industry leaders for FREE? You can earn a free all-access pass to OmniShopper International 2015 this fall by serving as a Guest Blogger at the conference taking place November 11-13th in Paris, France.  


OmniShopper 2015 is the evolution of the Shopper Insights in Action Conference the industry has grown to love. Year after year, brands, retailers and their partners from around the world have selected this conference to be their annual meeting place for new insights, inspiration, retail innovation and a source of collaboration and connectivity to increase shopper loyalty and drive business growth.

The shopper journey to purchase is a lot more complicated than it was ten years ago, and one of the things that knits it all together is technology. Technology continues to advance at a rapid pace and shopper preferences are constantly changing. Creating a true end-to-end omnichannel customer experience is absolutely key for companies operating in today's market. OmniShopper 2015 is a call to action for all the key players in the shopper ecosystem to come together to find out how to thrive in this new retail world.

As a Guest Blogger, you’ll have access to BPI’s comprehensive agenda attracting attendees from all functions and disciplines shopper insights. Whether you are in shopper insights, consumer insights, market research, shopper marketing, and more, OmniShopper International has something to meet your needs. Learn more about the conference here: http://bit.ly/1JXA3EB

Your 3-day conference pass includes breakfast, lunch, and a cocktail reception every single day, plus exclusive access to a networking community and on-demand webinars, to help you grow and learn throughout the year.

Guest Blogger responsibilities will include writing one post per week for The Market Research Blog between now and the conference and attending assigned sessions at the event and blogging live or same day.

Additional blog post guideline include:

                     Blog Posts must be original content or a list of curated resources not easily found elsewhere.
                     Titles ideally should be provocative and about 6 words in length.
                     Post must contain at least one large image or rich media (logo, shutterstock, video, etc.,) and credit must be given.
                     Content must be practical, entertaining, informative and timely but must holdup over time (does not need to tie-in to any event).
                     Ideal length is somewhere between 300-500 words or a 5-7 minute read.
                     Must include an author byline with bio, contact and photo add credibility to each post.
                     Please share your posts with your own networks and LinkedIn groups.
                     No promotional or selling, marketing content ever – A quick tie-in at the byline or editor’s note level is okay but we don’t to use our platforms as a marketing channel, instead we want to offer thought leadership and informative POVs.

Guest Bloggers are responsible for their own travel and lodging.

If you are interested, please contact Social Media Strategy Amanda Ciccatelli at aciccatelli@iirusa.com.



Friday, October 9, 2015

This Week In Market Research: 10/5/15 - 10/9/15

Did you know that Americans only spend 10 percent of their time outside? That translates to roughly two and a half hours a day where we are breathing in fresh air. Now I don’t know how you feel about that statistic, but it makes me want to get up from this computer right now and step outside for some fresh air. According to a Fast Company article it would seem that I’m not the only one concerned about the effects being indoors 90% of the time has on us. This week, Fast Company wrote a piece on a new study that Mayo Clinic and, a real estate company by the name of, Delos conducted. “The Mayo Clinic and Delos, a real estate company with an emphasis on wellness, have partnered to launch the most ambitious study yet of how life indoors influences the human body and brain.” According to the article Mayo Clinic and Delos have set up what they call the “Well-Living Lab” which is located in Rochester, Minnesota. The space is designed to measure every aspect of the indoors and track how each part affects the human body. The Mayo Clinic will then be reaching out to Rochester residents who might be willing to earn some money by spending several days living in the labs as if it were their own place. The lab is set to be running studies in early 2016 so keep your eye out for any results, this should be very interesting!


In previous posts I’ve written about the pros and cons to working remotely and how to continue carrying business relationships while being a freelancer. Today, I’m writing about how to find the perfect location for working remotely. According to an article released this week by Fast Company, there are a few ways to discover the perfect work environment if you work remotely. The author states that you must first think of your “must-haves.” In other words, think about the things that you HAVE to have in your work environment in order to be productive. For someone who can’t tune out outside conversations, this could mean needing a space that is near-silent. The author also points out that it is important to “think outside the coffee shop.” This one was my personal favorites because all too often people who work remotely just resort to a coffee shop. Coffee shops are by no means “bad places” to do remote work in, however it is important consider all of your options and mix it up a little. “Experiment with different places to see where you work best. Consider trying places that don’t meet all your criteria…” The full article lists many intriguing points and cites various research done on remote work. Next time I work remotely I may just skip the coffee shop and try and outdoor mall.


This week Customer Think wrote a piece discussing the various advantages to utilizing market research and how, as a small business owner, developing a budget for this can be difficult. However, the article provides a list of 5 free online tools that every business owner can utilize. The first of these tools is The American Fact Finder which can help aid companies in collecting U.S. Demographics Research. It is mentioned that this site can be particularly helpful in the exploratory phases of market research. The second tool is called Freelunch.com also known as economy.com. This site offers economic data that can help you build more of a numbers picture in your market. For your macro data platform, Customer Think suggests using the Statista Statistics Portal because it “not only…collects a ton of worldwide data but also aggregates it into a single platform for users to parse through.” Also among the free tools is Survey Monkey and Free Sample Market Research Report, both which help to collect data on the market and competing markets. I highly recommend reading this article in its entirety and learning about each of these free tools, as they all seem extremely beneficial for any small company struggling to put a budget together for market research.


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 Ndicharry@iirusa.com

Thursday, October 8, 2015

Six Key Factors that Drive Word of Mouth: Podcast

“Contagious” Author Explains How to Make a Message Viral

By Marc Dresner, Senior Editor, IIR

It’s well understood that word-of-mouth is an extremely influential marketing medium, but just how powerful may surprise you.

According to Wharton Professor of Marketing Jonah Berger, $1 invested in WOM may actually be worth up to 10 times that of a conventional ad dollar
Jonah Berger

“Word-of-mouth underlies most of the decisions people make.”

“Word-of-mouth underlies most of the decisions people make,” he told The Research Insighter.

As such, a good read on WOM may be one of the most valuable forms of consumer intelligence one could hope for, but are we really getting one?

Researchers and marketers have increasingly fixated on passive capture of WOM through technology—social media analytics, NLP, etc.

But despite all of the hype around Facebook, Twitter, etc., Berger—author of the best-seller “Contagious: Why Things Catch On”—points out only about 7% of WOM happens online.

This isn’t to say that social media isn’t a good WOM proxy, but Berger advises not to get too hung up on technology and media platforms—they come and go.

“We need to stop thinking in terms of technology and start thinking in terms of psychology.”

“We all understand word-of-mouth affects sales, but most businesses aren’t being scientific about how to harness it and use those customer insights to drive their sales,” he explained.

“We need to stop thinking about WOM in terms of technology and start thinking in terms of psychology,” Berger said.

In this podcast for The Research Insighter interview series, Jonah Berger shares his “STEPPS” framework and the six factors that prompt people to pass something on...

Listen to the podcast!

Download the transcript!

Editor’s note: Jonah Berger will be speaking at TMRE 2015—The Market Research Event—now in its 13th year as the largest, most comprehensive research conference in the world taking place November 2-4 in Orlando.

For information or to register, please visit TheMarketResearchEvent.com.


Ps. SAVE $100 when you register with code TMRE15BL!


ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a publication for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Wednesday, October 7, 2015

Consumers Driving Healthcare Innovations


Everyone in the U.S complains about healthcare—the rising costs of insurance premiums and co-pays, the lack of innovation, the poor experience at doctor’s offices and hospitals, and price of medications. 

The landscape of big healthcare is eroding faster than the biggest players can adapt.

Thanks to malpractice, the internet, the rise of specialists and decline of general practitioners, integration with complementary and alternative medicine, and other factors—consumers feel as if they must drive their own healthcare. 

Gone are the days when actions are blindly followed, as in “the doctor told me to take this __________________ and do __________________.”  Instead, internet research leads to second-guessing and attempts at self-diagnoses. Both scenarios lead to information anxiety. Too little and too much unfiltered information causes this quiet despair. The emerging paradigm finds consumers lost, bewildered, looking for sources and solutions that help make health care make sense for them—and willing to switch to what works for them. 

This tension creates a gap of opportunity for disruptive entrants into the market. With 2.8 trillion at play, everyone will race to get their piece of the pie, from well-established companies outside of healthcare, to service providers offering new models of care, to start ups. Hopefully, healthcare companies will recognize the need to transform their business model and their product and service mix, or risk dying on the vine. 

A recently released study by the Health Research Institute (HRI) called “Healthcare’s New Entrants: Who will be the industry’s Amazon.com” The threat to the established players is made plain: “Revenue will circulate differently, and to many new players. Consumers, spending more of their own money, are exerting greater influence and going beyond the traditional industry to find what they want and need. In the New Health Economy, purchasers increasingly will reward organizations providing the best value, whether it’s an academic medical center, a tech company with a great app, or a healthcare shopping network. 

Traditional providers have not yet caught the tide of change, nor have they figured out how to diversify their revenue steams. A single innovation can put a huge dent in the market. For example, if half of all U.S. patients opted to administer an at-home strep test, it could hurt the traditional provider network as much as $68 billion. This move would benefit consumers, the company that makes the test, and the retailer, but is a seismic shift for doctor office revenues. 

Huge players are scrambling to make an impact: Walgreen’s, Google, Time Warner, Target, as well as an increasing number of healthcare technology start ups. 

Who will win? The ones who listen to consumers, as they are the driving force of the change. 

Michael Graber is the managing partner of the Southern Growth Studio, an innovation and strategic growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.