A look back at TMRE 2009: Looking Under the Hood of Corporate Social Responsibility: A Nestle and BuzzBack Market Research Study

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.

Looking Under the Hood of Corporate Social Responsibility: A Nestle and BuzzBack Market Research Study
Speaker: Brendan Light, BuzzBack Market Research

Brendan states some research conducted in conjunction with Nestle that helps answer some of these ‘fuzzy’ questions.

‘ Does the effort resonate with consumers?
‘ Do we know how to communicate to consumers?
‘ Do consumers believe it?
‘ Which efforts work globally which works better locally?

The research was done across 3 markets: USA, UK, and Germany.
A big concern that came from the results is that more than 2/3 of people are disappointed with how companies are conducting business.

How should companies act in terms of CSR issues? It should be seen as voluntary for these companies, but just because it is voluntary now it doesn’t mean that in 20 years these CSR issues won’t be regulated in the future. The definition of CSR should not come from the marketers, but it should come from the consumers so it is important to have conversations with them.

Consumers in Germany view being a good employer as a big issue for CSR, whereas consumers in the USA think more externally and view broader issues as important CSR issues. BuzzBack used their patented eCollage system which allowed consumers and all respondents to pick images for analysis.

From the analysis, we learned that consumers are aware of CSR but their buying decision is not affected by CSR.

Brendan was able to share with us some insights from his presentation. Check out the clip below.


For those of you not at TMRE 2009, you can view the recent archived webinar recently presented by Buzzback that looks at this presentation.

TheStreet’s 5 Best, 5 Worst Customer-Loyalty Programs

TheStreet.com took a look at customer-loyalty programs and rated the 5 best and the 5 worst out there for customers. From high-end retailers like Neiman Marcus to the corner Starbucks, find out what loyalty programs customers should sign-up for and which they should avoid. Reporter Jason Notte writes, according to marketing firm Colloquy’s Loyalty Census released last year, membership in U.S. customer-loyalty programs has reached 1.8 billion, up from 1.3 billion in 2007. The census showed that the average U.S. household has signed up for 14.1 loyalty programs, but only participates in 6.2 of them.

We’ve highlighted two of the best and two of the worst – you’ll have to visit TheStreet.com for the rest!

Neiman Marcus
Neiman Marcus’ rewards program isn’t for everyone, but neither are its offerings. First, InCircle’s best benefits don’t kick in until a shopper spends $3,000, which is roughly the amount of a middling offering in the wish book. At that level, the valued customer receives invitations to members-only shopping events, advance notices for sales, double points on a day of your choosing (not much of a sacrifice, as it takes roughly $5,000 in spending to earn back $100), free gift packaging and various literature.

National’s Emerald Club
National’s fast lane for frequent renters that not only gets them from plane to car faster than most folks can call up their rental agreement, but also gives renters their pick of any car on the lot once they arrive.

Celebrity Cruise Lines’ Captain’s Club
While behind-the-scenes tours and increased access is nice and all, it looks flimsy when compared to the $75 to $400 credits that customers receive on competing lines like Oceania.

Amtrak Guest Rewards
Even when a traveler reaches Amtrak’s upper echelon — Select Plus — he or she only get a 50% bump in point accrual, club access and blackout availability. When a points program gives a customer more incentives to deal with partners — Select Plus members get double points at Hertz and Hyatt — its value goes off the rails.

What loyalty programs do you know work the best, what work the worst? Let us know! DM @customerworld