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

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

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

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 

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

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.  

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

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

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

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.