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

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

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

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

 

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