Communicating Research “ROI”

When asked about ROI for research I am conducting, I respond: ‘If you’re investing in information’ isn’t that the return’?

As a researcher, I often ponder how I can communicate the value of the insights I’m providing, or going to provide. But the concept of time and information is often trumped by that of cost. In my researcher-oriented mind, ROI does not happen overnight; sometimes it doesn’t happen next period, or next quarter, either. In some cases, you won’t even know if there is ROI.

Think about Gen Y and Millennial research that many companies, I presume, are investing in. Do we conduct this research to capture a younger dollar, or to understand their behaviors, attitudes, and perceptions now to predict how they will change our businesses in the future? You see, the problem isn’t so much ROI. Instead, the problem is that some research is not viewed as a strategy-building tool. Some people see research as a means to an end ‘ to solve an immediate problem. There are times when market research needs to be done today (or yesterday) to understand what is happening in the market ‘ to shed light on something unforeseeable. And that (in some cases) is okay. The ROI, in that case, should be fairly straight-forward ‘ provide the information needed to prevent [insert business problem here] from [a: continuing; or b: happening again] and BAM! There’s your return.

ROI in market research is complicated. Sometimes, proving your research was ‘worth the money’ (I think all new information is ‘worth the money,’ but I might be biased) is not only necessary, but mandatory. In that case, there are a few ways you can spin this:

  1. 1. Did you know have this information before? Even if it’s not the answer they are/were looking for, you are probably providing information that was lurking in the category of ‘unknown.’ In that case, new knowledge is worth every penny.
  2. 2. No new insight is still meaningful. For you analysts out there ‘ even if your test doesn’t return a difference between groups, or it feels like you don’t have anything to report ‘ that is a finding!
  3. 3. Can it help build strategy? I’m using my consumer insight experience here, but if I can learn even the slightest amount of information about a segment, a market, or a store, I can provide someone information that will help them make a strategic decision.
  4. 4. ‘Return’ is in the eye of the beholder. Use with caution.

The main premise behind market research is to protect the bottom line. We are providing information to help key stakeholders make decisions that are likely to effect the business. Isn’t that a return in itself? Maybe. Maybe not. You’ll learn a whole lot more about ROI and measurement when you attend The Market Research Event this November in Orlando, Florida!

Garrett McGuire (@GJMcGuire) is a Consumer Insights Analyst for a major retailer. His areas of focus are advertising research, brand equity, and providing consumer insights for many marketing initiatives. Prior to his current position, he was a graduate student at Michigan State University where he began his blog, “The Journal of a mAD Man,” that explains the theories and methods of advertising.

TDI3: Technology Driven Intelligence, Insights & Implications – Call for Presenters Now Open

CALL FOR PRESENTERS:
TDI3 – Technology Driven Intelligence, Insights & Implications
May, 2012 | Las Vegas, NV
Call 646.895.7335 or email Conference Director Slevyn@iirusa.com 
Submission Deadline : FRIDAY, September 30, 2011

________________________________________
INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS

The Institute for International Research (IIR) presents:
Technology Driven Intelligence, Insights & Implications
TDI3
Date: May, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, September 30, 2011 to Stacy Levyn, Conference Producer at slevyn@iirusa.com or 646.895.7335.

About the Event:
From fragmentation to integration, data convergence is changing the landscape of business today. Primary research methodologies are no longer sufficient. A 360 degree perspective is required to fully grasp all of the data and tools that are being used, creatively and effectively, to better understand consumer behavior. It’s more than Technology Driven Market Research; it’s a holistic synthesis of intelligence, insights & implications.

Event Focus & Key Themes
2 Symposia’s:

  • ‘ Mobile Research & Technologies
  • ‘ Research Innovation

High-level Keynotes:

  • ‘ Storytelling
  • ‘ Cultivating Insights from Numbers
  • ‘ Data Visualization
  • ‘ Social Media
  • ‘ Leadership & Strategy

3 Concurrent Tracks:

  • ‘ Intelligence
  • ‘ Insights
  • ‘ Implications

The Audience
Managers, director level and above in Market Research, Innovation, Technology, Marketing, Analytics, Consumer Insights, Business Intelligence, Competitive Intelligence, Social Media, Data Mining, Text Analytics and CRM.

Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium.

Sponsorship & Exhibition Opportunities
If you are interested in sponsorship or exhibit opportunities please contact Jon Saxe, Business Development Manager at jsaxe@iirusa.com or 646.895.7467.

Interested in Becoming a Media Partner or Featured Event Blogger?
Contact Kacey Anderson, Marketing Manager, at kanderson@iirusa.com.

Call for Presenters:
For consideration, please email slevyn@iirusa.com with the following information by Friday, September 30, 2011.

  • ‘ Proposed speaker name(s), job title(s), and company name(s)
  • ‘ Contact information including address, telephone and fax numbers and e-mail
  • ‘ Talk title
  • ‘ The main theme you plan to address
  • ‘ Summary of the presentation (3-5 sentences)
  • ‘ Please indicate what is NEW about the presentation
  • ‘ What the audience will gain from your presentation (please list 3-5 key ‘take-aways’)
  • ‘ Previous conference experience
  • ‘ Short bio

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Finding the “Goldilocks Zone” for Sucess on Facebook

On Tuesday, August 23rd I had the pleasure of sitting on on our webinar “How to Optimize Conversations on Facebook to Increase Your Social ROI” featuring Chad Estes, Vice President, Client Services at Vitrue.

If there is one real takeaway I learned from this webinar it is that there is no magical “right” answer for “When is the best time and day to post to your fans on Facebook?” In fact, as shown in the two slides below the optimal time to post can vary widely depending on what sort of brand you’re representing.

The best way to find your optimal time and day? Try out different options, monitor responses, and see what works. What is “just right” for one brand may be all wrong for another.

Other takeaways from the presentation included:

  • Be wary of using automated publishers, Facebook has begun grouping posts by source and even subject, so using a publisher like Hootsuite may cause some posts to be missed.
  • A mix of deals or specials, exclusive content, conversational and informal content, and key events and announcements will provide maximum appeal for your audience
  • Attention spans are limited: Keep posts short and sweet, and include an image if possible!
  • Consider targeting your posts for greater impact

Sound interesting? You can view a recording of the presentation here.

If you enjoyed this content, consider joining us for the following upcoming webinars:

From Fragmentation to Integration: Understanding Customers at 360??

Chetan Saiya, Executive Director, Global MRM Sales, SAS

Thursday, September 1st, 2011, 1:00 – 2:00 PM EDT

Reserve your Webinar seat now at: https://cc.readytalk.com/r/czmaqtw0y7x2

Today’s marketing leaders have to be plugged in to sales, service, technology and every other division that interacts with consumers. Media fragmentation, accelerated product life cycles, widespread globalization, and punitive regulatory constraints have made the CMO’s job very challenging. Traditional marketing practices are no longer effective in delivering a holistic experience for your customers OR significant ROI for your bottom line. A 360 degree perspective is required to fully grasp all of the data and tools that are being used, creatively and effectively, to better understand and communicate with your customers.

Fortunately, Internet based collaborative technologies and marketing analytics enable a convergence of data that paints an entirely new picture – one you can act on intelligently to move from fragmentation to integration. Find out how to leverage new strategies to overcome these challenges.

Join us to gain a deeper understanding of how to create a consistent, personalized experience for your customers. We’ll discuss:

?? Leveraging customer insights

?? Marketing interoperability

?? Right offer, right channel

The Future of Email: 2011 Trend Watch

Tuesday, August 30 1:00 ‘ 2:00 PM Eastern Time

Nello Franco, SVP of Customer Success, Lyris, Inc.

Jennifer M. Cook, Director of Communications & Community, Lyris, Inc.

Are your email marketing approaches hot…or not? As an email marketer, you know the pressure you are under to stay abreast of and leverage best practices so that you can deliver results to your organization. From the ongoing blitz of social media to the ever-growing impact of mobile devices, the opportunities are limitless. Yet, where should you invest?

Take an hour and learn from the experts at Lyris. Nello Franco, SVP of Customer Success and Jennifer Cook, Director of Communications and Community will reveal to you the Top Trends to Take On in 2011. They will show you what’s working for companies like you and how to leverage the trends for greater success in the second half of the year.

Top trends this webinar will cover include:

‘ Shopper Marketing

‘ Social currency: How to monetize social spend

‘ The impact of the Millennial generation

‘ How gaming is changing the landscape

‘ Disruptive innovation

As a special bonus, attendees will receive a free copy of The Future of Email: 2011 Trend Watch Guide, as a follow up to the webinar presentation. This downloadable how-to guide is designed to help improve your email marketing results immediately.

Register for this webinar: https://cc.readytalk.com/r/e5sby7ijbl22

Why Your Idea is Worth Nothing, and How to Create Growth Plans that Work

In association with Strategyn, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Why Your Idea is Worth Nothing, and How to Create Growth Plans that Work

Tony Ulwick, Founder & CEO, Strategyn

Thursday, September 22nd, 2011 1:00 – 2:00 PM EDT

Reserve your Webinar seat now at: https://cc.readytalk.com/r/jd94qyn32jpu

You just had what you thought to be a great idea, but the reality is less than one idea in a million is actually worth anything. Fewer than that are worth a lot. Why? To start, most ideas are generated in markets that are not worthy of investment – they are either too small or not under-served. But more importantly, most ideas address one or two customer needs, not dozens, and therefore fail to provide customers with significant new value. When customers cannot find solutions that help them get a job done significantly better, they simply continue to buy the products and services they are used to using.

In this webinar, Tony Ulwick, the author of “What Customers Want” and founder of Strategyn, will provide you with more insight into why most ideas are worth nothing and a framework for overcoming this challenge. These insights will be useful for any organization who is trying to accelerate its growth through innovation.

What you will learn:

‘ Why most ideas don’t succeed in the marketplace

‘ A customer-centric framework for creating ideas that customers will embrace

‘ A method for creating a growth plan that will accelerate your company’s growth

Who will benefit from this webinar:

Executives who need to accelerate their growth and have not achieved their growth goals.

About Tony Ulwick:

Tony Ulwick is an inventor, entrepreneur and a thought leader in the field of strategy and innovation. As an inventor, Tony has spent 20 years creating Outcome-Driven Innovation, a powerful innovation process that has a success rate of 86 percent – that is 5 times the industry average. He holds 4 issued and 6 pending patents that explain how he reinvented this complex process.

As an entrepreneur, Tony is the founder and CEO of Strategyn Consulting and the co-founder and managing director of Strategyn Equity Partners. His work has generated billions of dollars in revenue growth for companies such as Microsoft, Johnson & Johnson, Motorola, Colgate-Palmolive and others. The focus of his businesses is to help companies accelerate growth through sound strategy and innovation.

As a thought leader, Tony has won the best business idea award from Harvard Business Review. he has authored the best selling book, “What Customers Want.” His articles, which have been published in the Harvard Business Review and MIT Sloan Management Review, are cited in hundreds of publications. His counter-intuitive views have challenged the way academics and executives think about strategy and building a culture of innovation.

Why Your Idea is Worth Nothing, and How to Create Growth Plans that Work

In association with Strategyn, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar:

Why Your Idea is Worth Nothing, and How to Create Growth Plans that Work
Tony Ulwick, Founder & CEO, Strategyn
Thursday, September 22nd, 2011 1:00 – 2:00 PM EDT

Reserve your Webinar seat now at: https://cc.readytalk.com/r/jd94qyn32jpu

You just had what you thought to be a great idea, but the reality is less than one idea in a million is actually worth anything. Fewer than that are worth a lot. Why? To start, most ideas are generated in markets that are not worthy of investment – they are either too small or not under-served. But more importantly, most ideas address one or two customer needs, not dozens, and therefore fail to provide customers with significant new value. When customers cannot find solutions that help them get a job done significantly better, they simply continue to buy the products and services they are used to using.

In this webinar, Tony Ulwick, the author of “What Customers Want” and founder of Strategyn, will provide you with more insight into why most ideas are worth nothing and a framework for overcoming this challenge. These insights will be useful for any organization who is trying to accelerate its growth through innovation.

What you will learn:
‘ Why most ideas don’t succeed in the marketplace
‘ A customer-centric framework for creating ideas that customers will embrace
‘ A method for creating a growth plan that will accelerate your company’s growth

Who will benefit from this webinar:
Executives who need to accelerate their growth and have not achieved their growth goals.

About Tony Ulwick:
Tony Ulwick is an inventor, entrepreneur and a thought leader in the field of strategy and innovation. As an inventor, Tony has spent 20 years creating Outcome-Driven Innovation, a powerful innovation process that has a success rate of 86 percent – that is 5 times the industry average. He holds 4 issued and 6 pending patents that explain how he reinvented this complex process.

As an entrepreneur, Tony is the founder and CEO of Strategyn Consulting and the co-founder and managing director of Strategyn Equity Partners. His work has generated billions of dollars in revenue growth for companies such as Microsoft, Johnson & Johnson, Motorola, Colgate-Palmolive and others. The focus of his businesses is to help companies accelerate growth through sound strategy and innovation.

As a thought leader, Tony has won the best business idea award from Harvard Business Review. he has authored the best selling book, “What Customers Want.” His articles, which have been published in the Harvard Business Review and MIT Sloan Management Review, are cited in hundreds of publications. His counter-intuitive views have challenged the way academics and executives think about strategy and building a culture of innovation.

The fastest growing segment in marketing?

As I recently mentioned, we’ll be exploring more about mobile in a series of upcoming posts.
(In the last segment, I looked at the way mobile is changing the retail landscape.) I was pleased then to come across the following quote:

“Mobile spend will surpass email and social media ‘ this year.”

In this blog on Forbes, Vice President and Principal Analyst at Forrester Shar VanBoskirk reports that

“Mobile has the steepest growth curve in our study; spend in mobile ads and search will pass that in email marketing or social media this year. Email actually paces at a healthy 10% compound annual growth rate over the next 10 years. But the rapid adoption of tablets and their associated new and pricey ad formats will bolster mobile marketing investment.”

More interesting stats come by way of Jumptap. Including the following:

“Mobile users in their 50s continue to click on more ads than any other age group. Meanwhile, we saw an 11% uplift in CTR for 14-17 year-olds, which may be related to increased device use during summer vacation.”

and

“Since we launched the MobileSTAT in May, we’ve seen a steady rise in click-through rates for incomes of all levels, and those at higher income levels continue to click more.”

It seems that mobile is on the rise everywhere you look, with more and more users clicking through on mobile ads on all operating systems. What are your predictions for the world of Mobile Marketing?

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com

TMRE Keynote Spotlight:The Global Consumer

Leading up to The Market Research Event, we’ll profile the keynotes, tracks and themes at the 2011 event.  Over the next few weeks, we’ll be looking at the exciting keynote sessions.  For more information on TMRE, taking place November 7-9, 2011; in Orlando, Florida, download the brochure now.  If you register using code TMRE11BLOG, you can save $300 off of the standard registration rate!  This rate expires Friday,  September 16, 2011.

Featured Presentation: The Global Consumer

Featured Presenter: Dan Salzman, Vice President, Consumer & Market Insights, Hewlett Packard

About the session: New technology and communication platforms are creating a common set of real time experiences for consumers around the world. These experiences are driving attitudes and behaviors that are much more homogenous across cultures that are historically very different. Creating insights about the consumer that recognize global commonalities while capturing local differences is critical for companies who want to be truly successful in the future. Session will highlight HPs approach to global insights.

  • ‘ Learnings on global commonalities and differences in the consumer market 
  • ‘ How to do global research that captures global commonalities and local differences 
  • ‘ Hitting the mark in communicating global insights (what to show to whom)

Looking for New Ways to Revolutionize your Customer Experience?

Are you looking for the next must attend conference for customer-focused research and insights professionals?

The Total Customer Experience Leaders Summit is an event you cannot afford to miss.

It’s the ONLY comprehensive forum for B2B and service oriented B2C leaders to come together for a high level exchange around the latest issues that matter most. This is an event about measuring feedback from your customers, operationalizing and optimizing it and making sure your program remains business relevant.

Here are some sessions we thought you might be interested in:

Measuring and Monitoring Employee Engagement to Drive Client Loyalty

- Paula Harris, Director, Client & Member Research, CVS Caremark

- Barbara Barelka, Manager, Client Research, CVS Caremark

Turning Today’s Chatter into Tomorrow’s Insight – Successfully Integrating Multiple VOC Sources

- David Ensing, Vice President, VOC Integration, Maritz Research

Listen, Measure & Act! Building an Operational VOC Plan Across Every Touch Point

- Jim Bampos, VP of Customer Quality, EMC

Unlocking the Holy Grail of Market Research – Digging Deeper into the Tacit Knowledge of the Consumer through Text Analytics

- David Howlett, Senior Director, Consumer Insights & Strategy, J.D. Powers & Associates

Linking Your Customer Segmentation with Customer Loyalty

- Ron Noll, Manager, Segment Analytics and Customer Loyalty, GE Healthcare

Social Media & Traditional Research: What Are We Leaving on the Table?

- Randall Brandt, Ph.D., VP, Customer Experience & Loyalty, Maritz Research

Customer Chatter: Measuring Word of Mouth Effects in Loyalty

- Fred Thompson, Contributing Editor, Colloquy

And those are just a sample of the 25+ sessions we have to offer.

Download the brochure for the complete agenda.

The Total Customer Experience Leaders Summit will enable you to effectively measure, align and communicate your customer strategy to ensure business relevance.

Please use priority code TCEL11BLOG when registering. Register here.

We look forward to seeing you this October in Phoenix!

The Total Customer Experience Leaders Event Team

Visit the event webpage.

Follow us on Twitter: http://twitter.com/TotalCustomer

Already registered? Join us on crowdvine: http://totalcustomer.crowdvine.com/

Colors of cars, what do they tell you?

If you are in the automotive research then you know what I’m talking about. In nearly every study we have done for the automotive industry, at a certain stage the question about colors play an important role. Sometimes it’s the question about the dominant color of a car in the local market, sometimes it is about to decide which color a car scribble should have as stimulus material for group discussion (or should not have). And sometimes you want to know if a given car color represents mass taste.

In a world of deep depth of information about a huge range of topic you will need to mix the sources of knowledge. It is indeed important to know your category before starting a research. Sometimes you are lucky and you will find the information you need.Let’s have a look at this piece of information.

Let’s have a look at this piece of information.

Source: Kraftfahrzeugbundesamt, Germany

Accordingly, the 1980s in Germany, red was 22% of new registrations, more than any other. A similar proportion (21.6%) was gray it was followed by white with 20.6% ??and blue with 15.7%.

Since then, Germany has become colorless. Just 6.8 % of new registrations in 2010 were still red. Thus, the red cars have quickly become less important. Even with green, it went down (from 5.5 to 1.4%), also with blue (15.7 to 10.5%) and the other colors (10.6 to 6.9%) as brown or orange.

Big winners are the black colored cars. In 1986, only every 25th car was black (4.0%). Today, however, black is regarded as noble and almost one third (30.4%) of all cars is painted black. Only in silver / gray, there are more cars (32.6%).

Is that all the numbers could tell you?

Source: Kraftfahrzeugbundesamt,Germany

If you ‘ like me ‘ like accurateness and precision the answer is No! Our philosophy is to go that extra mile to deliver better results.

You can see some kind of color fashion over the years. And it would be interesting to map the socio-demographic change against these numbers.But most important is the fact that every brand (and even every model) has its own hypecycle. In 2010 it is very hard to find a non-black Jaguar, Porsche or Jeep, because all brands have a proportion of black cars registered in this year of more than 50%.

And be careful to think that every silver / gray car is premium. Smart has a proportion of 58.4% for this color. This is a good example of how putting together different sources of knowledge from existing information about the market helps you produce better research results. Let’s see what we will learn about the topic of “mixing information” at the The Market Research Event 2011 in November in Orlando, Florida, hosted by IIR USA.

About the author: Christian D??ssel is blogging about market research in German language here and here. After having worked for TNS, TBWA and other strategy and market research agencies he now holds the position of Senior Research Director at MM-Eye in Hamburg / Germany with special responsibilities for MM-Eye’s new media and online research approaches.

TMRE Awards Offer Research Innovation Barometer

Part Two: EXPLOR Case Studies Showcase Real-World Innovation Excellence
By Marc Dresner, IIR USA

Last week, I posted the first of two interviews with the respective sponsors of what I like to call The Market Research Event’s ‘innovation barometer’: The EXPLOR and Disruptive Innovator Awards.

My first interview featured Tom Anderson, architect of the second annual Disruptive Innovator Awards and founder of Next Gen Market Research (NGMR), an online community and professional networking group for market researchers with nearly 13,000 members.

This week, I’m pleased to take you inside the prestigious and venerable EXPLOR Award competition, courtesy of my friend, Chuck Miller, chief research officer at uSamp, and co-founder/president of DMS (acquired by uSamp in June 2010 from AOL).

Q: Please tell us briefly about EXPLOR.

The EXPLOR Awards started over a decade ago to highlight the best uses of online research, which at that time was in its infancy. As for its name, it represents the desire for our industry to embrace change and exploration, and it originally stood for Exemplary Performance and Leadership in Online Research.

Over the years as online research gained traction, we broadened the focus of the award to showcase ALL innovation in research’technological or otherwise. Since doing so we’ve received even more interesting case study submissions each year, which makes this a really fun process! Winners and finalists have included many marquee brands and Fortune 50 companies. And in recent years we’ve had strong representation globally too. The best part of EXPLOR is its focus on tangible, practical applications that a client and a provider have implemented with successful results.

Q: Last year’s finalists each provided compelling case studies, but there can be only one winner. What ultimately set the 2010 winner, American Water, apart?

You’re right, Marc. Last year we had a really nice variety of finalists with great clients submitting. The American Water application was an awesome example of what EXPLOR embodies. It stood out because of its sophistication and scale’the aggregation and analysis of 40+ data sources that drove strategic direction and business development at their company. The work of the American Water, Digital Research and ThinkVine teams fundamentally changed the way this 7000-plus-employee company pursued business. The application was so valuable that the American Water CEO gave a demo of the tool at their annual investor conference. It was a great demonstration of the power of research-driven insight.

Q: What surprised you the most about the submissions, in general, that you received for last year’s competition? Why?

Honestly at this point in EXPLOR’s history, it takes a lot to surprise me. Year after year we’ve had great, innovative submissions demonstrating all types of organizations are embracing change. I guess one thing that continually impresses me is the wide variety of submissions we receive, and the variety of organizations submitting them.

Q: What themes/trends in research do you predict will be most prominently represented in this year’s submissions? Conversely, what do you expect to see less of this year?

I think we all know the key areas of industry interest these days are social media, mobile, and biometrics’lots of innovation there. I’d expect to see submissions in those areas, but again, the differentiator will be how those were used to create business impact. Even when the tool is sexy, that isn’t enough. The Organizational Relevance criterion of the award is always the tie breaker.

As for what’s run its course, I’d say we’ve highlighted plenty of large, multi-national measurement programs over the years. It will take something really compelling to ‘wow’ the judges. But you never know, there might be something out there we haven’t seen before. I hope so!

Q: What advice do you have for prospective entrants this year?
The submissions that standout are those that demonstrate creativity and innovation. We always have a nice mix of judges’some new to EXPLOR judging (generally past award winners) and some that have judged for many years. It helps to have the consistency of the latter group, folks that can say ‘been there, done that.’ And the new judges bring fresh perspective to the review process. I’d say something we always welcome is sophisticated analytics. Submissions that dig deep into insight delivery get the attention of our judges, most of whom are seasoned researchers and excellent practitioners.

The landmines to avoid are submissions that have a weak case study attached and/or those that look like pure capabilities pitches from a provider. We get those every year, the worst of which don’t even make it to the judges. So, the best advice I can give is to bring us your cool innovations that have helped an end-client see or do something totally new. The bigger the business impact, the better!

Editor’s note: For those of you who pride yourselves on fresh thinking, nominations for the EXPLOR Award are open through August 31, so don’t delay.

The winner will be announced and honored at The Market Research Event in Orlando, November 7-9.

For more information or to submit a nomination for EXPLOR, please visit www.iirusa.com/research/tmre-awards.

ABOUT THE AUTHOR

Marc Dresner is an IIR USA communication lead with a background in trade journalism and marketing. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.