Thursday, April 27, 2017

Study Compares Recall Versus In-the-Moment Surveys

This post was originally published on mfour’s Blog.

If you want to know what consumers buy, you’d better not hesitate to ask. Because if you don’t ask fast enough, your data will fall into a recall gap – the chasm that opens when you rely on days-old (or weeks-old) memories instead of capturing consumer sentiment when the experience is fresh in mind. 
That’s the takeaway from a comparative study MFour conducted to explore how memory decay impacts data reliability. The results underscore how using GPS-enabled technology lets you reach the right consumers in the right place at the right time for insights that can truly drive the right business decisions. 

The study involved fielding essentially the same mobile survey to two demographically similar groups of 200 consumers. GeoLocation told us that our first group had been shopping that very day in at least one of the five retailer categories in the study – grocery stores, convenience stores, drug stores, membership club stores, and mass merchants. 

These panelists were identified inside specific stores and received in-app push notifications just as they walked out the door to learn about their shopping experiences. The non-GeoLocated control group was asked about most recent shopping experiences in the same store types – which may have occurred days, weeks, or even months earlier. 

Key Findings

·         When asked to state whether they had purchased products in any of eight general categories (beverages, personal care, etc.) during their most recent store visit, all 200 GeoLocated respondents named one or more categories. Not one of them selected the “Don’t know/Can’t remember” option.
·         That contrasts with 28% of the non-GeoLocated control group who said they could not remember which product categories they’d purchased during their most recent store visit.

·         There were also significant gaps when it came to recalling the brands our respondents had bought. The GeoLocated group had a brand recall advantage for 13 of 16 specific product types.

·         Notable brand recall gaps include differences of 23.8% for facial cleansers, 14.1% for juices, 13.4% for feminine hygiene products, 12.3% for shampoos/conditioners, and 10.1% for snack chips.


Talking to consumers when an experience is fresh in mind is crucial for obtaining accurate data about any kind of experience. Exploiting GeoLocation and other key smartphone features takes you as close to the moment of purchasing truth as you can get without tagging along in person. This is why a Point of Emotion® response, capturing data the moment when information is at its most memorable, is the most reliable way to understand what consumers really think. 

To learn more about how to keep your research from falling into the recall gap, just reach out by clicking And be sure to check the MFour blog throughout the week for more insights from this study.

Tuesday, April 25, 2017

Malcolm Gladwell, Authenticity & The Trump Era

In our profession, those who can foretell market trends will always embody a competitive edge.
In the last 15 years, we've built TMRE: The Market Research Event into the Market Research & Insights industry's number one opportunity to learn from and network with the brightest, boldest thought leaders in our industry.

This October, we're thrilled to present the most well-curated TMRE ever - with tons of all-new, trend-worthy topics, speakers and sessions that smash the mold!

Here's what we'll be buzzing about at TMRE 2017:

·         Superstar author Malcolm Gladwell reveals how embracing technology has helped him forge new connections with his audience - and what those lessons can teach our evolving industry.
·         The new U.S. administration has created unforeseen realities and risks for brands, with "authenticity" emerging as a buzzword of the year. Peter Horst, former Chief Marketing Officer, The Hershey Company. helps leaders navigate this changing environment in Marketing in the Trump Age.
·         Introducing the Breakthrough Technology Start-Up Showcase, a chance to meet the biggest and most disruptive industry start-ups, while networking with the leaders who'll shape our industry for years to come.
·         Brand-new for TMRE 2017, we've partnered with Women in Research (WiRE) to present the Women in Research Awards, honoring outstanding female industry leaders, movers and shakers. 

Request the TMRE 2017 Brochure:

And that's not all!

·         All New! Future-proof yourself at TMRE 2017's Industry Specific Days
·         All New! Discover what today's C-Suite really wants to hear at the Chief Marketing Officer Forum
·         1,100+ international executives & thought leaders
·         150+ speakers & 120+ content-driven sessions!
·         65% client-side attendance!

TMRE is the premier event for Market Research and Consumer Insights thought leaders - an unparalleled opportunity to jump-start your career, build an all-star network and invigorate your brand.

Use exclusive blog discount code TMRE17BL for $100 off the current rate: 

The TMRE Team


Thursday, April 20, 2017

4 Best Practices for Optimizing Packaging for E-Commerce

This post was originally published on PRS IN VIVO’s blog.

How a new design system is introduced in market can significantly influence sales.  Here are four “best practices for minimizing risk:

1. Foster Brand Recognition (via Visual Continuity)

First and foremost, shoppers are looking for reassurance that they are buying the same product (online) that they know/trust from the “brick-and-mortar” store.  So while pack images may be simplified for Web “thumbnails,” it is important that they retain the brand’s core visual equities and appearance.

2. Ensure High-Quality & Informative Visuals

Simply put, some packages – particularly white packs and/or those that rely on foil, holograms and other tactile elements – do not always translate well to e-commerce environments and need refinements.  In addition, a range of images (primary vs. secondary packaging, etc.) may be necessary to illustrate the functionality and benefits of new packaging formats.

3. Clearly Convey/Reassure on Quantity

In the digital context, size impressions can be very misleading.  Therefore, it is very important to provide clear reassurance on pack sizing and quantity, particularly to highlight larger sizes.

4. Leverage Digital Capabilities to Illustrate/Inform 

Perhaps most importantly, the e-commerce context provides opportunities to inform/educate shoppers that are typically unavailable in physical environments.  For example, one click can provide a clear explanation of a full product line, helping shoppers find the right product for their needs – or link to a video illustrate use of a new product.

For more information about adopting packaging for e-commerce, please read this article here.  Or contact PRS IN VIVO to learn more about our research on the intersection of digital and physical shopping.

Monday, April 17, 2017

Insights Interview: Thomas Kralik, VP of Campaign ROI, Revolt TV

In our recent insights interview, we sat down with Thomas Kralik, VP of Campaign ROI, Revolt  to discuss how to reach the new age media consumer.

Here’s what Kralik had to say:

What is the state of the media research industry in 2017?

Kralik: The research industry is an exciting place to be in 2017. It is a place where a researcher must be fluent, not only in measurement, but understanding the consumers media habits and lifestyles.

What have been the biggest changes in the industry since you started your career? 

Kralik: It used to be that a media company could put a program on the air, promote it to a demographic, and get viewers to watch. Today, the media industry is being led by the consumer based on their habits and lifestyles. This provides opportunities to a media company because it can engage consumers via social, digital, linear, throughout the entire day These tools need to be used to establish an emotional connection with the consumer.

Have the influx of social media and mobile made your job easier or harder?

Kralik: It’s neither harder nor easier, but different. Social, linear and digital work in tandem, so research has to be involved throughout the process from conception to execution.

How has the media consumer changed in the past few years?

Consumers are in charge. New technologies have given them opportunities to access content anytime, anywhere. Consumers can now design their “packages” based on their habits and needs.

How can media companies do a better job reaching the new age consumer?

Media companies need to be completely abreast of new technologies and how and why they are used. They need to be very deliberate in how they combine and execute content.

What is the biggest challenge in the media industry today?

Coming up with an agreed upon methodology for measurement that is accepted by the industry.

Where do you see media research moving in 5 years?

Technology and consumers must determine that, but I could see viewership and measurement moving closer to a digital measurement than linear.

Thursday, April 13, 2017

Introducing the TMRE On Demand Webinar Series!

Introducing the TMRE On Demand Webinar Series!

As insights leaders, we are constantly tasked with evolving our skill sets and staying on top of the latest MR trends.

The producers of TMRE: The Market Research event are excited to announce that we’ll be delivering the cutting-edge content and speakers to keep you informed year-round. The TMRE webinar series takes you beyond the in-person event, and is designed for executives with a relentless focus on securing the future of insights as a powerful force for business success. Each quarter, the TMRE Webinar series delivers a 3-part webinar experience designed to empower insights executives with the latest information around hot topics to ensure insights drives bottom line impact.

Schedule of WEBINARS:

Wednesday, May 24, 2017 – 2:00 – 3:30 PM EST
Driving the value of insights forward requires much more than just unearthing great data. You need to use that data to tell a story and command influence across the broader organization. Because storytelling may not be an inherent skill, this 3-part webinar focuses on how to use data to create an engaging, informative, compelling story. 
Wednesday, August 16, 2017 - 2:00 - 3:30 PM EST
There is a constant tug of war within insights and research departments. Your internal end-users want things done quickly and cheaply. While career market researches want to ensure they are using the savviest tools and techniques, and not just will get the job done first. This 3-part webinar focuses on how to balance speed and quality.

Wednesday, November 15, 2017 – 2:00 – 3:30 PM EST
Millennials are currently the largest purchasing base, but remain one of the biggest mysteries for companies looking to understand the “why” behind their actions and anticipate future needs. This 3-part webinar focuses on MR in the on-demand mindset and generate impactful insights that create brands/products around a purpose that speaks to millennials.

Wednesday, April 12, 2017

Insights Interview: James Petretti, SVP, Research & Analytics, Sony Pictures TV

In our recent insights interview, we sat down with James Petretti, Senior Vice President, U.S. Research and Analytics to discuss how to reach the new age media consumer.

Here’s what Petretti had to say:

What is the state of the media research industry in 2017?

Petretti: Media Research is more complicated than ever before – more platforms, more channels, more kinds of content and more measures than ever before – the different types of data sets, and sheer amount of it that  we are required to work with today means we need to bring in new skill sets and core competencies – so it’s a constant learning process on top of trying to stay on top of an ever-increasing amount of information… it’s exhilarating and exhausting at the same time.

What have been the biggest changes in the industry since you started your career?

Petretti: We’ve moved from an analog to digital world – that’s changed everything.

Have the influx of social media and mobile made your job easier or harder?

Petretti: Both – there’s more data to have to consider – but it’s often a rich data set that allows us to have immediate feedback

How has the media consumer changed in the past few years?

Petretti: The Consumer is King today… they’re in control

How can media companies do a better job reaching the new age consumer?

Petretti: We need to make sure we respect the consumer today – when Media was a one to many medium, media companies were driving the relationship – but that’s changed and we must respond in kind – we can’t just look at consumers as “audience targets” – we must understand them as individuals and consider how we can help satisfy their needs and expectations.

What is the biggest challenge in the media industry today?

Petretti: The Business Model has not yet evolved to meet today’s realities – the ad supported television model is based on a captive audience trapped in linear time – but today viewers are liberated with extraordinary options that empower individual control and increasingly asynchronous viewing.

Where do you see media research moving in 5 years?

Petretti: Analytics, Data Science and Data Visualization continue to become increasingly important disciplines for media researchers – we need to incorporate core competencies from each to meet the demands of the new media world today and beyond.

Monday, April 10, 2017

Meet the Powerful Women Driving the Future of Customer Insights

TMRE: The Market Research Event and OmniShopper have some exciting news to share…

Not only is TMRE partnering with WiRE (Women in Research) for the first annual TMRE/WiRE Women in Research Award to celebrate some true rock-star researchers, but we're happy to share a preliminary list of powerful women in insights confirmed to take the stage at both the TMRE and OmniShopper 2017 events.

Check out the inspiring women speaking at TMRE 2017:

·         Dawn Cunningham, Chief Insights Officer, 3M
·         Amber Case, Cyborg Anthropologist, Author, Calm Technology
·         Cole Nussbaum Knaffic, Founder, Storytelling with Data
·         Kristin Luck, Founder, WiRE: Women in Research
·         Marina Kosten, VP Research - International Theatrical, 20th Century Fox
·         Elizabeth Merrick May, Head of Customer Insights, Nest
·         Christina Jenkins, Director, Global Business Marketing, North America, Twitter
·         Anna Fieler, Chief Marketing Officer, Popsugar
·         Lisa Courtade, Head of Market Research, Merck
·         Judy Melanson, SVP, Travel & Entertainment, Chadwick Martin Bailey
·         Amanda Hill, Chief Marketing Officer, A+E Networks
·         Margo Arton, Director of Ad Effectiveness Research, Buzzfeed
·         Lauren Zweifler, Senior Vice President ,Strategic Insights & Research, NBCUniversal
·         Terrae Schroeder, Senior Director, Wholesome & Shopper Insights, NA Snacks, Kellogg
·         Theresa Pepe, VP of Research, Viacom
·         Sarita Bhagwat, Vice President, Market Intelligence, Fidelity Investments
·         Julie Brown, President, The Center for Strategy Research
·         Lori Tarabeck, Global Market Insights, Abbott Diabetes Care
·         Renata Polcicio, Vice President, Fan and Media Intelligence, International, Global Markets, ESPN
·         Jennifer Avery, Director, Consumer Insights, Universal Orlando Resort
·         Sara Fahim, Senior Research & Innovation Consultant, Seek Company
·         Tiffany Sanders, Business Intelligence & Research, CBS
·         Emily Akinson, Insights & Planning, Consumer & Market Insights, Kellogg
·         Mary Beth Jowers, Consumer Insights Lead for North, Central and Eastern Europe, Gruppo Campari
·         Stephanie Cunningham, Senior Manager, Customer Insights & Analytics, eBay
·         Lina Roncancio, Insights & Innovation Director, Discovery Communications Latin America
·         Michelle Gansle, Director, Consumer & Market Insights, Wm. Wrigley Jr. Company
·         Karin Kricorian, Director, Management Science and Integration, Disney
·         Sarah Beachler, Director, Market Research & Client Insights, Sephora
·         Beth Coleman, SVP Marketing and Partner Insights, Viacom
·         Samantha Dawkins, Vice President, Client Strategy & Advocacy, ADP
·         Gabriela McCoy, Director of Global Consumer Insights, Bacardi
·         Kassie Deng, Director, Marketing & Partner Insights, Viacom
·         Lyndsey Albertson, Director of Sales Research, ABC
·         Maria Cristina Antonio, Director, Metabolic Insights & Analytics, Novo Nordisk
·         Julia Oswald, Senior Vice President, Strategy & Insights, Domino's Pizza
·         Carley Metsker, Vice President, Client Service, Directions Research
·         Monika Mandrakas, Market Researcher & Customer Advocate, Mutual of Omaha
·         Patricia Houston, VP, Client Relationships, MMR Research Associates      

View the TMRE brochure for a full list of speakers:

Check out the inspiring women speaking at OmniShopper 2017:

·         Shopper Marketing Activations: Marketing & Merchandising: J Lynn Martinez, Vice President & Team Lead Kroger, Dr Pepper Snapple Group
·         Customer Experience Design: How Research & Design Collaborate to Build New and Differentiated Experiences: Kate Kompelien, Customer Experience - Center for Excellence for Research & Strategy, Best Buy
·         Omnichannel Customer Analysis: Lakshmi Venkataramari, Senior Director, Customer Insights & Analytics, Walmart eCommerce
·         Winning in Her Purse: Kelley Styring, Principal, InsightFarm
·         Knowledge is Power, If You Can Find It: Ashley Starke & Diana Powell, Manager, Shopper Insights, ConAgra Foods
·         Team Structure Doesn't Matter: Sue Butler, Director of Omnichannel Insights, Walmart
·         Going Beyond Behavior to Drive Category Growth: Monica Melichar, Senior Manager, Consumer Insights, Beam Suntory & Erin Barber, Senior Vice President, C+R Research
·         Longitudinal Data & the Low Purchase Frequency Category: Stacy Carty, Shopper Insights, Samsung
·         Driving Change While Driving the Business: Improving Tools & Automation: Theresa Hendrickson, Director, eCommerce Engineering - Business Tools & Processes, Best Buy

View the OmniShopper Brochure for a full list of speakers:

Use exclusive LinkedIn discount code TMRE17LI for $100 off the current rate. Buy tickets to TMRE now:

Use exclusive LinkedIn discount code OMNI17LI for $100 off the current rate. Buy tickets to OmniShopper now:

Also, don’t miss our upcoming free webinar “Storytelling with Data” featuring speakers Kelsy Saulsbury, Manager, Consumer Insight & Analytics, Schwan's Shared Services, LLC and Bill Greenwald, Founder and Chief Neuroleaderologist, Windsor Leadership Group, LLC. 

Driving the value of insights forward requires much more than just unearthing great data. You need to use that data to tell a story and command influence across the broader organization. Because storytelling may not be an inherent skill, this webinar focuses on how to use data to create an engaging, informative, compelling story.  Register for the webinar here:

The TMRE & OmniShopper Teams

Friday, April 7, 2017

Why Social Influence is Important in Business: Q&A with Jonah Berger

We were lucky enough to recently catch up with one of our favorite conference speakers Jonah Berger, who is well-known as a Wharton Professor and Bestselling Author of Invisible Influence and Contagious: Why Things Catch On. Berger shared some key insights about why social influence is key to business from his new book Invisible Influence.

Here’s what Jonah had to say:

What is “social influence”?

Berger: Social influence is the impact people have on others around them. We vote if our spouse is voting, run faster if someone else is watching us, or switch our entrĂ©e if someone at the table orders the same thing.  In each instance, others’ behavior influences or affects our own. Those others can be spouses and friends, but also people we never even talk to, like the stranger sitting next to us on the plane.  Social influence effects small things, like the food we eat, but also big things like the career we choose or whether we save money for retirement. Ninety-nine-point-nine percent of all decisions are shaped by others. It’s hard to find a decision or behavior that isn’t affected by other people.

Why is social influence important in business?

Berger: If we understand how influence works, we can harness its power. We can convince a client, change the boss’ mind, and motivate employees to take action.  One section of the book, for example, talks about how being a chameleon can make you more successful. Researchers looked at what makes someone a good negotiator. 

What makes them more likely to reach a deal when all looks lost. And they found that one simple trick led negotiators to be 5x as successful. That trick?  Imitating or mimicking the language, behavior, or facial expressions of their negotiating partner. If their partner crossed their legs, they did the same.  And if their partner leaned back in the chair, they did so as well. Not obviously, but subtly mirroring their partner.  Turns out the same trick works in a range of contexts. Waiters or waitresses that mimic their patrons’ orders get 70% higher tips.  Mimicry increases liking, trust, and affiliation.  It deepens social bond and makes people feel a kinship that turns strangers into friends and acquaintances into allies.

Why is social influence key to reaching the right customers?

Berger: Word of mouth is 10x as effective as traditional advertising. People trust it more and its more targeted.  So, to reach the right customers, we have to turn our existing customers into advocates. Use social influence to get them to talk about and share our message and bring new converts in along the way.   

How can individuals harness the power of social influence to make better decisions in their personal lives?  

Berger: If we understand how influence works, we can take advantage of its benefits and avoid its downsides. Following others can provide a useful shortcut that saves time and effort. If lots of people chose or did something, it’s probably pretty good. So, others can be a valuable source of information, a heuristic that simplifies decision making. Other times, however, following others can lead us astray.  So, simple tricks like considering whether others have the same preferences as we do can help us avoid going the wrong way.

Have you ever been personally affected by the power of social influence? What is an example?
Certainly. I was telling lawyer friend of mine from DC about the book and he was lamenting the effect of social influence on his colleagues. He said the first thing new lawyers in DC do when they make partner is go out and buy a BMW.  I said that was interesting, but then pointed out that he himself was a DC lawyer and drove a BMW. He said yes, but they all drive grey BMWs. I bought a blue one.

What I love about this story is that it perfectly encapsulates the tension inherent in social influence.  People often think being influenced means doing the same thing as others, but it’s more complex than that.  There’s more than one flavor of influence. Sure, sometimes we imitate those around us, but we also care about standing out and being unique.  So, when do we do the same thing as others and when do we do something different. 

In your book, you share an experiment about cockroaches and how their behavior changed when they had an audience.  What insights can you share about how we behave when our actions are observed?

Berger: It makes sense that people and animals might work harder when there is a competition.  If two pigeons are racing to get the last piece of bread, or two people are competing to win a golf tournament, the desire to achieve the reward or win the competition might lead people and animals to work harder. Even the mere presence of others though, can have similar effects. 

Cockroaches, for example, ran faster through a maze when other cockroaches were watching them, even though those others weren’t directly competing.  People behave similarly.  The mere fact that someone is watching us can increase motivation and performance.  But for new or difficult tasks, others can sometimes have the opposite effect.  Having someone else in the car when we’re trying to parallel park, for example, makes it harder for most of us to fit in the spot.  So, whether others presence helps or hurts depends on the nature of the task.