Diverse Demographics: Breaking Stereotypes

Millennials are the most diverse generation
in history ‘ only 59% are Caucasian and 27% have an immigrant background (Deloitte, 2015). Therefore, it’s no surprise that this
demographic expects brands to embrace and reflect the diversity of their lives
‘ a trend previously highlighted by Stylus Life in our report No
normal: Post-diversity marketing
. If brands are to do this successfully, they
must move beyond crude stereotyping to represent a broad spectrum of race,
gender and sexuality.
For instance, Muslim millennials offer
growing opportunities for brands
‘ the Muslim consumer lifestyle market is
predicted to reach $2.6tn by 2020. The modern yet faith-driven outlook of this
group, along with a growing disposable income, will see them buy into brands
that reflect or understand their values. Make-up brand CoverGirl is already
tapping into this lucrative demographic with its latest brand ambassador ‘beauty
blogger and hijab wearer Nura Afia
. One of a growing number of Muslim
beauty bloggers, her new role demonstrates the importance and appeal of diverse
representation.

Beauty brands are working particularly hard
to cater to often forgotten demographics. A new initiative from L’Oreal
offers free step-by-step audio tutorials
to give visually impaired women
more independence. The usability has been carefully considered to fit the needs
of this consumer group ‘ the cosmetic and skincare tutorials are concise to fit
into everyday habits, while the app’s customisable user interface features a
monochrome palette and large text.
Also targeting a currently under-catered
market, UnBeweavable
Hair
is an on-demand hair service specifically for women of colour.
On-demand beauty services, which provide a stylist straight to your home or
workplace, have been rising in popularity for some time now ‘ yet UnBeweavable
Hair is the first tailored to the specific needs of this demographic.

Created by Zina Alfa, it was inspired by her own difficulties in finding
hairdressers who understood her needs. Made by a woman of colour for other
women of colour, this case study shows that if brands want to provide products and
services that appeal to all, they must improve the diversity of their
workforce.

Rebecca Minkoff recently highlighted the
need for diverse workforces, citing the lack
of female employees in technology companies
(and STEM fields in general) as
a key reason why wearables are not currently capturing female consumers. The
fashion designer also mentions examples of having to explain female
expectations and behaviours ‘ such as taking jewellery off at night ‘ that were
missed by an all-male team.
There’s a popular saying promoting better
gender and race representation that suggests ‘you cannot be what you cannot
see’ ‘ but this could easily be extended to ‘you cannot create for audiences
you don’t represent and understand’. Which is why companies with diverse workforces
are more likely to financially outperform those that are not (McKinsey,
2015). So if you want to ensure your products appeal to an increasingly diverse
consumer landscape, you’d better start with your job adverts.

Brought to you by Stylus Life, creativity and innovation news
from around the web.

CNN & NBC News Share Where the 2016 Election Polls Went Wrong

Last week marked an important week in American history, the
inauguration of President Trump’ but our researcher minds can’t help but
wonder, what happened with the polling?
JUST ANNOUNCED – The
Media Insights & Engagement Conference brings CNN and NBC News to the
keynote stage to reveal Insights from the 2016 Presidential Election!

Join Robin Garfield, SVP, Research & Scheduling, CNN for
a comprehensive look at event participation, media consumption and public
opinion over the course of this unprecedented election cycle. From record
engagement in the presidential race to the dynamic environment heading into
election day, Robin will address what the data said and how these insights
compared to the outcome of the election.
John Lapinski focuses on how election polls and other
data-driven analyses did not fully predict the Trump phenomena. He’ll uncover
the lessons learned from the 2016 election, and how this will change how the
media analyzes and covers elections going forward.
Don’t miss your chance to truly understand the historical
outcome (at least to the mind of a researcher) of the 2016 election.
Read our recent blog
post on the 2016 Presidential Election: http://bit.ly/2jTI4Jp
Plus, hear from Facebook, NBC, HBO & Nielsen Social for
a panel discussion on How Consumers Engage with Programming Across Social
Platforms. See the full session description here: http://bit.ly/2iVS6dg
See who you’ll join at The Media Insights & Engagement
Conference: http://bit.ly/2j0JlyS
Use exclusive Blog
discount code MEDIA17BL for $100 off the current rate. Buy your tickets here: http://bit.ly/2j0JlyS
We hope to see you in Fort Lauderdale next week!
Cheers,
The Media Insights & Engagement Conference Team
@_MediaFusion
#MediaInsights

The 2016 Presidential Election and the Media

By: Jim Bono, Vice
President, Research, Crown Media Family Networks

The year 2016 featured what many called the ‘most important
election of our time.’  However, this
nation continues to be split by political affiliation and party.  This was extremely apparent in social media
circles as supporters of Trump, Clinton and Sanders were extremely passionate
in their opinions of the debates, news coverage and finally the election
itself.  The mainstream media also had
major differences of opinion ‘ depending on if you were watching CNN or
FOXNews.  Yet, the American people were still
glued to their TV sets, watching the primaries, the debates and as much news
coverage as they could to follow this presidential race.
The cable news networks
definitely benefited from 2016 being an election year.  In 4th Qtr 2016, MSNBC, FOXNews
and CNN displayed significant year-to-year over the previous 4th
Qtr.  Among that key advertiser
demographic of Women 25-54, MSNBC showed the largest growth, up +93%, followed
by CNN (+81%) and FOXNews (+61%).  Among Total Viewers, FOXNews was the
most watched cable network in 4th Qtr 2016 with 1.7 million
viewers.  In fact, FOXNews, MSNBC and CNN
were the top 3 cable networks among pure total viewer growth for 4Q’16 vs.
4Q’15.

However, by the time the election was over, it seemed the
American people had enough.  The bias,
melodrama, inaccuracies, and outrage that the television news journalists
showed on election night proved to be intense, and eventually took its toll on
the American viewers.
According to an article in The Washington Times, an analyst for
YouGov wrote:
‘As America deals with the
fallout of the election, 27 percent of the country is actively trying to avoid
the news.’
36% of Democrats were
‘making an effort to avert their gaze from newspapers and television news,’
while 21% of Republicans are also trying to avoid the news.
The American
people were cranky and needed something in the media to put them in a better
mood.  They starting looking for that
‘feel good’ environment on television. 
And there were two cable networks that offered it to them ‘ Hallmark
Channel and Hallmark Movies & Mysteries!
The two cable
networks, owned by Crown Media, had just launched their annual holiday
campaigns at the beginning of the month, just prior to the election.  Hallmark Channel’s Countdown to Christmas proved
to be a major success, premiering 19 new original holiday movies which
consistently ranked in the top of their time period, occasionally beating even
the broadcast networks.  
In fact,
Hallmark Channel had the #1 movie of the week for 10 straight weeks, and 11 of
those new premieres ranked as the #1 cable telecast of the day that they aired.  Furthermore, for all of 4th Qtr
2016, Hallmark Channel was HIGHEST
RATED cable network (behind FOXNews) among HH rtg, and the #1 watched cable network among W25-54!
Hallmark Movies
& Mysteries Most Wonderful Movies of Christmas campaign brought of 7 new original
holiday movies, which averaged a 1.6 HH rtg, and ranked #3 in their Sunday
night 9-11pm time period.  For a
mid-sized cable network in just over 67 million homes, HMM delivered big
numbers, outperforming many larger fully distributed cable networks like
Lifetime, A&E, TLC and Bravo!
As a safe place
for viewers to go and watch that ‘feel good’ programming, the family friendly
networks also experienced significant year-to-year growth, adding more new total viewers 4Q’16
vs. 4Q’15 than any other non-news cable network.
Daypart: Total Day
4Q’16
4Q’15
Yr-Yr
Viewing Source
P2+ (000)
P2+ (000)
Inc
FOX NEWS CHANNEL
1,675
1,190
+485
MSNBC
724
399
+325
CNN
868
575
+293
HALLMARK MOVIES &
MYSTERIES
431
292
+139
HALLMARK CHANNEL
945
811
+134
INVESTIGATION DISCOVERY
717
627
+90
TV LAND
483
396
+87
FOX SPORTS 1
248
175
+73
NICK JR
409
353
+56
FOX BUSINESS NETWORK
146
95
+51
Source: Nielsen Live+SD data, top 10 cable networks

So while 2016 was a banner year for the cable news
networks, and as social media thrived due to election coverage, viewers still
want something that will let them escape from the negativity that many media
outlets continue to push upon the American people day after day.

Stop Listening, Start Watching. How Interest-Based Segmentation Gets to the Heart of Consumers

By: Hannah Chapple
In recent years, we’ve seen companies increase their
reliance on social data. Why? Today there are more social signals than ever.
Consumers are sharing comments, their interests, thoughts, and more online. The
result being an incredible amount of consumer-provided data at our fingertips.
The problem facing marketers is trying to make sense of the
deep end of social data. One way we’ve seen businesses and big brands try to
make sense of this data is by investing in a little something called social listening.
If we watch and listen to what consumers are saying in real-time, we’ll paint a
more accurate picture of them, right? Wrong.
Social listening is biased. Many times our online persona is
different than who we are or doesn’t show us in our entirety. And only a small
percentage of those online ever actually engage or vocalize their thoughts,
interests, and beliefs ‘ the consumer insights that companies crave.
I’ll use myself as an example. If you comb through my social
feeds (and please, don’t feel you have to) you’ll find my comments and a flurry
of articles shared on all things marketing. While I am interested in this
stuff, yes (it’s my profession after all), it is not the complete picture of
who Hannah is as a person.
So how do we get to
the heart of the consumer?
One way companies can figure out who their consumers are and
what they want is by leveraging interest-based segmentation.
Interest-based segmentation is when individuals are
clustered and segmented into naturally-occurring, unbiased clusters, by looking
at who or what they choose to follow. Instead of focusing on the vocal
minority, at Affinio we consider
following patterns and interest data to be paramount to listening or
traditional research methods. 

 Image: Interest-based
clusters generated by Affinio
Following and connecting with other people is a fundamental
property of social behaviour. It is also a silent action, whereas social biases
might keep individuals from being honest about their interests (who they
follow) or what they talk about in person. The takeaway: you wouldn’t know
everything that I’m interested in just by looking at what I say, but you would
understand my interests by looking at who I follow.
By focusing on how an audience is connected (analyzing their
shared interests and affinities), interest-based segmentation gets to the very
heart of the consumer. Instantly, companies can identify who and what their
audience cares about, even if they’ve never vocalized it. Or if they have, this
method validates that finding. This approach places focus on the honest
relationships consumers have built and maintained and lets marketers understand
their audience as human beings and not one-dimensional data points.

About the Author: Hannah
Chapple is the Marketing & Content Coordinator at Affinio, the marketing
intelligence platform. Hannah holds a Bachelor of Business Administration with
a major in Marketing from the F.C. Manning School of Business at Acadia
University. 

See Who You’ll Meet at The Media Insights & Engagement Conference

See Who You’ll Meet at The Media Insights &
Engagement Conference
The Media Insights & Engagement Conference WILL Sell
Out’
Don’t worry, there’s no need to panic yet!
There’s still time for you to secure your spot at your
industry’s annual meeting place AND save $100:
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Still not convinced that you need to be at The Media Insights & Engagement
Conference? Your competitors have already signed up ‘ don’t get left behind as
they uncover what’s next for the industry and how to stay ahead.
20th Television
21st Century Narrative
A&E Networks
Acturus
Affinio
AMC Networks
Annik Inc
AOL
BBC America
BEIN
BET Networks
Bravo and Oxygen Media
Buzzfeed
Canvs
Charter Communications
Cint USA Inc
Clarion Research Inc
Chadwick Martin Bailey
Comcast
comScore
Consensus Point
Cooper Smith Advertising
Council for Research Excellence
Country Music Association
Creative Artists Agency
Discovery Communications
Disney ABC Television Group
Disney Channel Worldwide and Freeform
Disney World
Dreyfus Advisors LLC
ESPN
Frank N Magid Associates
Fuel Cycle by Passenger
Fuse Media
FUSION
Fusion Media Group
GfK
GfK MRI
HBO
HBO Latin America
Horowitz Research
Hub Entertainment Research
Hypothesis
Insight Strategy Group
InsightsNow
Invoke Solutions
Ipsos Connect
iSpot.tv
Katz Media Group
Latitude
Leflein Associates
Lieberman Research Worldwide
MARU/Matchbox
Millward Brown
Miner & Co Studio
National Geographic Partners
NBC News
NBCUniversal
NBCUniversal Telemundo Enterprises
NC Solutions
Nielsen
Norman Hecht Research
Numeris
Oakland A’s
OmnicomMediaGroup
Phoenix Marketing International
POPSUGAR
Purseia
Radius Global Market Research
RAG Media
REVOLT Media
RLS Media Consulting LLC
RSG Media
Screenvision Media
Scripps Network
Showtime Networks
Simmons Research
Sony Pictures Television
Spectrum Reach
Starcom
Starz Entertainment LLC
TiVo
Trend Hunter
TRP Research
Tubular
Turner Broadcasting
TVB
Twitter
Universal Music Group
University of Chicago
Univision
UP TV
Viacom
Vision Critical
Warc
Warner Brothers
We TV
WME/MG
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#MediaInsights
Themarketresearcheventblog.iirusa.com

Selling on Emotion: Why Show Ratings and Demographics No Longer Tell the Whole Story

By Jared Feldman, Founder & CEO of Canvs



An earlier version of this article appeared in AdAge.



With upfront season just around the corner, early signs are that brands, finally, are again buying more of what networks are selling.

That’s great news for the networks, after over three straight years of declines in upfront ad-time purchases (and two years of plateaued spending before that). But as the buying season kicks off, let me suggest that brands should pay attention to some new factors this year as they lock in deals.

In the past, in making decisions about where to spend their ad dollars, buyers had only ratings and some demographic data about existing shows, plus a first peek at new ones coming in the fall. What I’d like to propose is that buyers not use, or just use, those same old methods this time around.

Oh sure, keep the ratings and demos you’re used to working with. Nielsen’s work continues to have value and it’s evolving to embrace the new TV realities.

But show ratings and audience demographics by themselves no longer tell ad buyers everything they need to know in the new universe of “TV” we now live in. The TV audience is shifting, and in lots of directions at once. With it, the business is shifting, too.

Audiences are watching TV in more ways and on more platforms than ever, and at different times and in different settings. Just as importantly, audiences are talking about the shows they’re watching, on more social media and chat and other online platforms than ever.

And when fans are talking about these shows, sharing important moments, creating content about the shows, and reacting to that, they’re also evoking and expressing a whole raft of feelings and attachments about favorite programs.

The savviest programmers realize this. They’re building shows that connect with and captivate dedicated, niche audiences who care deeply about that show. They’re sharing compelling behind-the-scenes content, live tweeting with fans, and creating other experiences that will hook and engage the superfans who care most about a program.

And those shows and networks are exactly where advertisers should be. Those fans will be a show’s best ambassadors. And the research says they’ll also be the best ambassadors for brands advertising around that show.

The shows that stir emotional reactions are the ones that also will stir reactions and buying impulses for the ads of those shows. As they say in the business, that is gold. So it’s important to figure out which companies are doing a good job reaching and holding those audiences your brand cares about most.

For instance, the two networks whose shows most often evoke the emotion “addicting” on Twitter were MTV and Freeform (then known as ABC Family), according to a Canvs analysis of tweets captured by Nielsen.

It shouldn’t be a complete surprise — both networks target millennials, who are tech-savvy and sharing-mad. They share everything they care about, including some of their favorite shows on those two networks.

“Addictive” programming isn’t the only thing buyers should look for. For instance, what networks and shows do fans find consistently “funny?” A laughing fan is one predisposed to like the brands connected to those shows.

And though the industry may not be quite ready for it, let me propose another thing. Networks and show runners will become increasingly skilled at creating compelling niche programming for ardent superfan audiences. They’re also going to get better at using the new measures of success and building to it.

At some point, as creators improve, and as brands integrate what this means for their bottom line, we’ll have new network milestones for ad sales. Expect networks to begin guaranteeing more than just ratings.

Providing a minimum level of emotional reactions that can help drive advertising success will become important. And when a show doesn’t drive that emotional response, a network will have to figure out how to make good on its promise.

By that point, the entire industry will know how much emotion matters in making a show, and its advertising, succeed. And then we’ll really see the full power and value of advertising in the new TV universe.

Related articles

How Are You Treating Your Organizational Data?

By: Anil Damodaran, Blueocean
Market Intelligence Assistant Vice President

Data fragmentation has existed for over 15 years and still does
today. However, the challenge has grown tremendously due to an increase in the
number of data sources and devices in use, at the workplace and home. Today,
data is generated and stored not only on office PCs and laptops, but on mobile
devices such as smartphones, tablets, online storage devices, and more.
Most of this data is generated in bits and pieces during
various activities like exchange of emails, feedbacks, chats, IoT feed
captures, and pilot surveys. It lies around in devices or unused drives, and
often treated as office stationery, until one day someone suddenly realizes the
cost implications of this recklessness. According to research from Salesforce,
about 53 percent of organizational data is left unanalyzed that could otherwise
have signified an opportunity for decision makers.[1]
The problem, at a grass-roots level, is leaving data unattended with disparate
sources and not implementing proper data governance.
So what can we do?
Data fragmentation can be addressed if you start considering
data generated within your organization as a corporate asset. By doing so, it
will become more instinctive to institute practices and processes of measuring
data. Once you can measure their data, it becomes easier to tag the data based
on business relevance and quality attributes.
For example, in almost all companies large and small, it is
common to take stock of infrastructure ‘ tangible and intangible ‘ and tag
them, such as company IP, laptops, mouse, and so on to the employee using it.
Similarly, are you then tagging your data generated within your organization to
its source, purpose, time, format and so on? It has been found that only 13
percent organizations have properly integrated data and predictive insights
extensively into their entire business operations.[2]
Companies that drive their businesses using data-driven strategies are five
percent more productive and realize six percent higher profits.[3]
Here are some of the traits of an organization that treat
data as an asset vs. those that do not.[4]
Organization that treats data as an asset
Organization that does not treat data as an asset
Is more innovative
Less innovative and tends to become commoditized in the long run
Is more customer-centric
Pushes products to customers, instead of developing products based on
customer needs
Harbors a culture of openness and collaboration
Politics and hierarchy based system tend to keep data in silos
Business decisions are data-driven
Run on personal experience and intuitions
Business processes and performance are measured based on feedback and
analytical models
Practices age-old business processes; no system for measuring
business performance
Risk mitigation is proactive
Risk mitigation is reactive
What kind of an organization are you and what is your
biggest challenge with the evolution? Share with us your experience and views.
Blueocean Market
Intelligence is a global analytics and insights provider that helps
corporations realize a 360-degree view of their customers through data
integration and a multi-disciplinary approach that enables sound, data-driven
business decision. To learn more, visit www.blueoceanmi.com.

3 Ways Market Researchers Approach Mobile

By: Roddy Knowles, Director, Product & Research Methodology, Research Now 


 This post was
originally published on Research
Now’s Blog
.

I’ve been saying (sometimes complaining or screaming) for
years that as an industry we need to wake up and approach research with mobile
in mind. I haven’t been alone here.
Several of my colleagues ‘ here at Research Now and
elsewhere ‘ have pushed hard for change. Reminders for why we need to change
are everywhere, whether that be in the statistic du jour about mobile usage, a
dataset with more mobile participants than expected, or just sitting on a park
bench watching throngs of people of all ages hunt for Pok??mon.
In spite of constant everyday reminders and the call from
many in the market research field, true change has been slow coming. So, how
have market researchers kept pace with broader mobile trends and embraced a
mobile-first philosophy?
I’ve conducted an incredibly unscientific segmentation of
researchers ‘ cute segment names and all ‘ that attempts to capture what we’re
all seeing if we look around at our colleagues.

Response 1 ‘ Meet
Bill
Response 2 ‘ Meet
Evan Tually
Response 3 ‘ Meet
Reese Istant
There is a bit of humor, a bit of shame, and a bit of truth
in these characterizations. If you are in this industry I know you know people
who look a bit like all 3 of these hypothetical folks. And I know you can call
out your friends and colleagues for being a Reese Istant, or just ask them to
be a bit more like Bill.
The simple truth in this silliness is that we know that
embracing a mobile-first mindset is the best course forward, even if we do a
good job suppressing this truth. I know that change is hard. We all know that
change is hard. But the sooner we get there, the less painful it will be. And
the good news is, we are not too late. Someday, we will have a room full of
Bills and I’ll stop my poor attempts at market research humor.

Marketing Analytics and Data Science 2017 – Save the Date

Save The Date!
April 3-5, 2017, San Francisco, CA
The U.S. election results proved that there is an urgent
need to improve our prediction models and statistical analysis. Thankfully,
Data science and Advanced Analytics are starting to lead the charge, and that’s
a fundamental reason it’s being called the sexiest job of the 21st century.

The Marketing Analytics and Data Science
conference
is your opportunity to go beyond the data and identify hidden
insights. How can you work together to filter through all the clutter of data
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You are more powerful together than you are on your own!
Join Superheros from:
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Director, Alibaba Group
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Chief Data Scientist, Mashable
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Founder and CEO, Fast Forward Labs
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Head of Customer Experience Analytics and
Experimentation, Paypal
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Economic Research Scientist, Netflix
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EVP Insight, BBC Worldwide
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Chief Economist, Google
??        
Visiting Executive, Harvard Business School
??        
And more!
Use exclusive LinkedIn discount code MADS17BL and save $100!
Buy your tickets here: http://bit.ly/2gEIb6e
We hope to see you in San Francisco next spring!
Cheers,
The Marketing Analytics & Data Science Team
@MADS_Marketing
#MADSConf

Themarketresearcheventblog.iirusa.com

The Future of Market Research Data Collection

By: Research Now CEO Gary
S. Laben
This post was
originally published on the Research
Now Blog
.
The vast expansion of communications technology has
obviously sparked a dramatic change in the way our world
functions. Certainly one of the most ubiquitous and transformational
impacts is that brought on by new technologies that allow virtually everyone to
remain constantly and instantly connected; connected to one
another, certainly, but also to the growing number of systems upon which
we are growing increasingly dependent, if not addicted. Modern
communications systems have given users unprecedented access to information and
services without regard to time or location, letting them get more done faster
than ever before. Even more, the devices and systems continually monitor users’
behaviors to refine the responses to personalize the service
delivered. By providing experiences that are tailored and relevant to each
user’s expectations, this new generation of technology doesn’t just provide a
better user experience, it also preserves the user’s most
valuable resource: time.
The idea that we can use deep knowledge about individual and
groups of users’ situations, preferences, and past behavior to provide a
better, more efficient user experience applies equally well to market research.
Of course, this is not a new idea. We’ve always used profiling data to target
specific communities for research studies and minimize the amount of
information we need to collect in each study. Avoiding collecting redundant data
shortens surveys, reduces participant load, and improves data quality. What’s
changing is the vast volume of data we can mine to automatically extract and
maintain components of the user’s profile ‘ even in real time ‘ without the
need to explicitly query them. This is the realm of big data.

Applying big data to market research has tremendous
benefits to all involved in the research process. Data providers can use automation to
maintain more expansive and accurate research databases at a lower cost.
Market researchers can target research communities with greater accuracy and
know more about them in advance of fielding a study, which lets
them devote more of a survey to the core questions of the research rather than
qualifying questions. And finally, and perhaps most
importantly, the study participants benefit from reducing the number of
tedious and repetitive profiling questions asked of them, shortening surveys,
keeping them engaged, and giving them back valuable time.

The allure and promise of big data for market research is
compelling, but not without risks and issues. Technology has created
a window of opportunity for brands to know more about consumers than previously
ever thought to be possible. But, just because we can reach everybody,
doesn’t mean we should. Technology sometimes presents a facade that
can lead researchers to lose sight of the fact that they are
dealing with real people. Real people who have thoughts, feelings, emotions,
goals, dreams, and likes and dislikes. Dehumanizing a person to a set
of numbers and patterns obscures the advantages that
big data enables. Further, easy collection of data can make us
forget about the very real and important privacy interests of our participants.
If we fail to recognize, respect, and account for these concerns, we will lose
their trust and their willingness to participate.
The market research industry must
use big data as an opportunity to get smarter, quicker, so
that we are able to be more personable in our approach
to collecting information. We need to
maximize participants’ time by creating relevant engagement
for them that is also useful to the researchers. Big data presents a
new opportunity to improve our ability to accomplish both.
At Research Now, having
more data, specifically more accurate data, about
people is what defines the quality of our panels. It allows us to be
less intrusive and more in-the-moment with people who want to engage with
brands. Having more information about whom we’re talking to
permits us to put greater focus on core research by bypassing things
like screeners and
get right down to the questions our clients are interested in asking.

This improves the participant experience and gives
our research clients the ability to collect more desirable data,
which in turn fuels deeper insights and gives everyone back just
a little more of their precious time.