Study Compares Recall Versus In-the-Moment Surveys

This post was originally published on mfour’s Blog.

If you want to know what consumers buy, you’d better not
hesitate to ask. Because if you don’t ask fast enough, your data will fall into
a recall gap ‘ the chasm that opens when you rely on days-old (or weeks-old)
memories instead of capturing consumer sentiment when the experience is fresh
in mind. 
That’s the takeaway from a comparative study MFour conducted
to explore how memory decay impacts data reliability. The results underscore
how using GPS-enabled technology lets you reach the right consumers in the
right place at the right time for insights that can truly drive the right
business decisions. 
The study involved fielding essentially the same mobile
survey to two demographically similar groups of 200 consumers. GeoLocation told
us that our first group had been shopping that very day in at least one of the
five retailer categories in the study ‘ grocery stores, convenience stores,
drug stores, membership club stores, and mass merchants. 
These panelists were identified inside specific stores and
received in-app push notifications just as they walked out the door to learn
about their shopping experiences. The non-GeoLocated control group was asked
about most recent shopping experiences in the same store types ‘ which may have
occurred days, weeks, or even months earlier. 
Key Findings

??        
When asked to state whether they had purchased
products in any of eight general categories (beverages, personal care, etc.)
during their most recent store visit, all 200 GeoLocated respondents named one
or more categories. Not one of them selected the ‘Don’t know/Can’t remember’
option.
??        
That contrasts with 28% of the non-GeoLocated
control group who said they could not remember which product categories they’d
purchased during their most recent store visit.
??        
There were also significant gaps when it came to
recalling the brands our respondents had bought. The GeoLocated group had a
brand recall advantage for 13 of 16 specific product types.
??        
Notable brand recall gaps include differences of
23.8% for facial cleansers, 14.1% for juices, 13.4% for feminine hygiene
products, 12.3% for shampoos/conditioners, and 10.1% for snack chips.
Conclusion 

Talking to consumers when an experience is fresh in mind is
crucial for obtaining accurate data about any kind of experience. Exploiting
GeoLocation and other key smartphone features takes you as close to the moment
of purchasing truth as you can get without tagging along in person. This is why
a Point of Emotion?? response, capturing data the moment when information is at
its most memorable, is the most reliable way to understand what consumers
really think. 
To learn more about how to keep your research from falling into the
recall gap, just reach out by clicking sales@mfour.com.
And be sure to check the MFour blog throughout the week for more insights from
this study.

Malcolm Gladwell, Authenticity & The Trump Era

In our profession, those who can foretell market trends will
always embody a competitive edge.
In the last 15 years, we’ve built TMRE: The Market Research Event into the
Market Research & Insights industry’s number one opportunity to learn from
and network with the brightest, boldest thought leaders in our industry.
This October, we’re thrilled to present the most
well-curated TMRE ever – with tons of all-new, trend-worthy topics, speakers
and sessions that smash the mold!
Here’s what we’ll be
buzzing about at TMRE 2017:

??        
Superstar author Malcolm Gladwell reveals how
embracing technology has helped him forge new connections with his audience -
and what those lessons can teach our evolving industry.
??        
The new U.S. administration has created
unforeseen realities and risks for brands, with “authenticity”
emerging as a buzzword of the year. Peter Horst, former Chief Marketing
Officer, The Hershey Company. helps leaders navigate this changing environment
in Marketing in the Trump Age.
??        
Introducing the Breakthrough Technology Start-Up
Showcase, a chance to meet the biggest and most disruptive industry start-ups,
while networking with the leaders who’ll shape our industry for years to come.
??        
Brand-new for TMRE 2017, we’ve partnered with
Women in Research (WiRE) to present the Women in Research Awards, honoring
outstanding female industry leaders, movers and shakers. 
Request the TMRE 2017
Brochure:
https://goo.gl/HkCp3u

And that’s not all!
??        
All New! Future-proof yourself at TMRE 2017′s
Industry Specific Days
??        
All New! Discover what today’s C-Suite really
wants to hear at the Chief Marketing Officer Forum
??        
1,100+ international executives & thought
leaders
??        
150+ speakers & 120+ content-driven
sessions!
??        
65% client-side attendance!
TMRE is the premier event for Market Research and Consumer
Insights thought leaders – an unparalleled opportunity to jump-start your
career, build an all-star network and invigorate your brand.
Use exclusive blog
discount code TMRE17BL for $100 off the current rate: 

Cheers,
The TMRE Team
@TMRE

#TMREvent 

4 Best Practices for Optimizing Packaging for E-Commerce

This post
was originally published on PRS IN VIVO’s blog.

How a new design system is introduced in market can
significantly influence sales.  Here are four ‘best practices for
minimizing risk:
1. Foster Brand
Recognition (via Visual Continuity)

First and foremost, shoppers are looking for reassurance
that they are buying the same product (online) that they know/trust from the
‘brick-and-mortar’ store.  So while pack images may be simplified for Web
‘thumbnails,’ it is important that they retain the brand’s core visual equities
and appearance.
2. Ensure High-Quality
& Informative Visuals

Simply put, some packages ‘ particularly white packs and/or
those that rely on foil, holograms and other tactile elements ‘ do not always
translate well to e-commerce environments and need refinements.  In
addition, a range of images (primary vs. secondary packaging, etc.) may be
necessary to illustrate the functionality and benefits of new packaging
formats.
3. Clearly
Convey/Reassure on Quantity

In the digital context, size impressions can be very
misleading.  Therefore, it is very important to provide clear reassurance
on pack sizing and quantity, particularly to highlight larger sizes.
4. Leverage
Digital Capabilities to Illustrate/Inform 

Perhaps most importantly, the e-commerce context provides
opportunities to inform/educate shoppers that are typically unavailable in
physical environments.  For example, one click can provide a clear explanation
of a full product line, helping shoppers find the right product for their needs
‘ or link to a video illustrate use of a new product.
For more information
about adopting packaging for e-commerce, please read this article here
Or contact PRS IN VIVO to
learn more about our research on the intersection of digital and physical
shopping.

Insights Interview: Thomas Kralik, VP of Campaign ROI, Revolt TV

In our recent insights interview, we sat down with Thomas
Kralik, VP of Campaign ROI, Revolt  to
discuss how to reach the new age media consumer.
Here’s what Kralik had
to say:
What is the state of
the media research industry in 2017?
Kralik: The
research industry is an exciting place to be in 2017. It is a place where a
researcher must be fluent, not only in measurement, but understanding the
consumers media habits and lifestyles.
What have been the
biggest changes in the industry since you started your career? 
Kralik: It used
to be that a media company could put a program on the air, promote it to a demographic,
and get viewers to watch. Today, the media industry is being led by the
consumer based on their habits and lifestyles. This provides opportunities to a
media company because it can engage consumers via social, digital, linear,
throughout the entire day These tools need to be used to establish an emotional
connection with the consumer.

Have the influx of
social media and mobile made your job easier or harder?
Kralik: It’s
neither harder nor easier, but different. Social, linear and digital work in
tandem, so research has to be involved throughout the process from conception
to execution.
How has the media
consumer changed in the past few years?
Consumers are in charge. New technologies have given them
opportunities to access content anytime, anywhere. Consumers can now design
their ‘packages’ based on their habits and needs.
How can media
companies do a better job reaching the new age consumer?
Media companies need to be completely abreast of new
technologies and how and why they are used. They need to be very deliberate in
how they combine and execute content.
What is the biggest
challenge in the media industry today?
Coming up with an agreed upon methodology for measurement
that is accepted by the industry.
Where do you see
media research moving in 5 years?

Technology and consumers must determine that, but I could
see viewership and measurement moving closer to a digital measurement than
linear.

Introducing the TMRE On Demand Webinar Series!

Introducing the TMRE On Demand Webinar
Series!

TMRE ON DEMAND
As insights leaders, we are
constantly tasked with evolving our skill sets and staying on top of the latest
MR trends.
The producers of TMRE: The Market
Research event are excited to announce that we’ll be delivering the
cutting-edge content and speakers to keep you informed year-round. The TMRE
webinar series takes you beyond the in-person event, and is designed for executives
with a relentless focus on securing the future of insights as a powerful force
for business success. Each quarter, the TMRE Webinar series delivers a 3-part
webinar experience designed to empower insights executives with the latest
information around hot topics to ensure insights drives bottom line impact.
Schedule of WEBINARS:
STORYTELLING WITH DATA
Wednesday, May 24, 2017 ‘ 2:00 ‘ 3:30 PM EST
Driving the
value of insights forward requires much more than just unearthing great data.
You need to use that data to tell a story and command influence across the
broader organization. Because storytelling may not be an inherent skill, this
3-part webinar focuses on how to use data to create an engaging, informative, compelling story. 
               
THE NEED FOR SPEED: BALANCING SPEED OF
INSIGHT WITH QUALITY OF INSIGHTS
Wednesday, August 16, 2017 – 2:00 – 3:30 PM
EST
There is a constant tug of war within
insights and research departments. Your internal end-users want things done
quickly and cheaply. While career market researches want to ensure they are
using the savviest tools and techniques, and not just will get the job done
first. This 3-part webinar focuses on how to balance speed and quality.
DEMYSTIFYING THE MILLENNIAL MINDSET
Wednesday, November 15, 2017 ‘ 2:00 ‘ 3:30 PM
EST
Millennials are currently the
largest purchasing base, but remain one of the biggest mysteries for companies
looking to understand the ‘why’ behind their actions and anticipate future
needs. This 3-part webinar focuses on MR in the on-demand mindset and generate
impactful insights that create brands/products around a purpose that speaks to
millennials.

Insights Interview: James Petretti, SVP, Research & Analytics, Sony Pictures TV

In our recent insights interview, we sat down with James Petretti,
Senior Vice President, U.S. Research and Analytics to discuss how to reach the new
age media consumer.
Here’s what Petretti had to say:
What is the state of
the media research industry in 2017?
Petretti: Media Research is more complicated than ever
before ‘ more platforms, more channels, more kinds of content and more measures
than ever before ‘ the different types of data sets, and sheer amount of it
that  we are required to work with today means we need to bring in new
skill sets and core competencies ‘ so it’s a constant learning process on top
of trying to stay on top of an ever-increasing amount of information’ it’s exhilarating
and exhausting at the same time.
What have been the
biggest changes in the industry since you started your career?
Petretti: We’ve
moved from an analog to digital world ‘ that’s changed everything.
Have the influx of
social media and mobile made your job easier or harder?
Petretti: Both ‘
there’s more data to have to consider ‘ but it’s often a rich data set that
allows us to have immediate feedback
How has the media
consumer changed in the past few years?
Petretti: The
Consumer is King today’ they’re in control
How can media
companies do a better job reaching the new age consumer?
Petretti: We need
to make sure we respect the consumer today ‘ when Media was a one to many
medium, media companies were driving the relationship ‘ but that’s changed and
we must respond in kind ‘ we can’t just look at consumers as ‘audience targets’
‘ we must understand them as individuals and consider how we can help satisfy
their needs and expectations.
What is the biggest
challenge in the media industry today?
Petretti: The
Business Model has not yet evolved to meet today’s realities ‘ the ad supported
television model is based on a captive audience trapped in linear time ‘ but
today viewers are liberated with extraordinary options that empower individual
control and increasingly asynchronous viewing.
Where do you see
media research moving in 5 years?

Petretti: Analytics,
Data Science and Data Visualization continue to become increasingly important
disciplines for media researchers ‘ we need to incorporate core competencies
from each to meet the demands of the new media world today and beyond.

Meet the Powerful Women Driving the Future of Customer Insights

TMRE: The Market Research Event and OmniShopper have some
exciting news to share’
Not only is TMRE partnering with WiRE (Women in Research)
for the first annual TMRE/WiRE Women in Research Award to celebrate some true
rock-star researchers, but we’re happy to share a preliminary list of powerful
women in insights confirmed to take the stage at both the TMRE and OmniShopper 2017
events.

Check out the inspiring women speaking at TMRE 2017:


??        
Dawn Cunningham, Chief Insights Officer, 3M
??        
Amber Case, Cyborg Anthropologist, Author, Calm
Technology
??        
Cole Nussbaum Knaffic, Founder, Storytelling
with Data
??        
Kristin Luck, Founder, WiRE: Women in Research
??        
Marina Kosten, VP Research – International
Theatrical, 20th Century Fox
??        
Elizabeth Merrick May, Head of Customer
Insights, Nest
??        
Christina Jenkins, Director, Global Business
Marketing, North America, Twitter
??        
Anna Fieler, Chief Marketing Officer, Popsugar
??        
Lisa Courtade, Head of Market Research, Merck
??        
Judy Melanson, SVP, Travel & Entertainment,
Chadwick Martin Bailey
??        
Amanda Hill, Chief Marketing Officer, A+E
Networks
??        
Margo Arton, Director of Ad Effectiveness
Research, Buzzfeed
??        
Lauren Zweifler, Senior Vice President
,Strategic Insights & Research, NBCUniversal
??        
Terrae Schroeder, Senior Director, Wholesome
& Shopper Insights, NA Snacks, Kellogg
??        
Theresa Pepe, VP of Research, Viacom
??        
Sarita Bhagwat, Vice President, Market
Intelligence, Fidelity Investments
??        
Julie Brown, President, The Center for Strategy
Research
??        
Lori Tarabeck, Global Market Insights, Abbott
Diabetes Care
??        
Renata Polcicio, Vice President, Fan and Media
Intelligence, International, Global Markets, ESPN
??        
Jennifer Avery, Director, Consumer Insights,
Universal Orlando Resort
??        
Sara Fahim, Senior Research & Innovation
Consultant, Seek Company
??        
Tiffany Sanders, Business Intelligence &
Research, CBS
??        
Emily Akinson, Insights & Planning, Consumer
& Market Insights, Kellogg
??        
Mary Beth Jowers, Consumer Insights Lead for
North, Central and Eastern Europe, Gruppo Campari
??        
Stephanie Cunningham, Senior Manager, Customer
Insights & Analytics, eBay
??        
Lina Roncancio, Insights & Innovation
Director, Discovery Communications Latin America
??        
Michelle Gansle, Director, Consumer & Market
Insights, Wm. Wrigley Jr. Company
??        
Karin Kricorian, Director, Management Science
and Integration, Disney
??        
Sarah Beachler, Director, Market Research &
Client Insights, Sephora
??        
Beth Coleman, SVP Marketing and Partner
Insights, Viacom
??        
Samantha Dawkins, Vice President, Client
Strategy & Advocacy, ADP
??        
Gabriela McCoy, Director of Global Consumer
Insights, Bacardi
??        
Kassie Deng, Director, Marketing & Partner
Insights, Viacom
??        
Lyndsey Albertson, Director of Sales Research,
ABC
??        
Maria Cristina Antonio, Director, Metabolic
Insights & Analytics, Novo Nordisk
??        
Julia Oswald, Senior Vice President, Strategy
& Insights, Domino’s Pizza
??        
Carley Metsker, Vice President, Client Service,
Directions Research
??        
Monika Mandrakas, Market Researcher &
Customer Advocate, Mutual of Omaha
View the TMRE brochure
for a full list of speakers:
https://goo.gl/1Ricj2
Check out the inspiring women speaking at OmniShopper 2017:

??        
Shopper Marketing Activations: Marketing &
Merchandising: J Lynn Martinez, Vice President & Team Lead Kroger, Dr
Pepper Snapple Group
??        
Customer Experience Design: How Research &
Design Collaborate to Build New and Differentiated Experiences: Kate Kompelien,
Customer Experience – Center for Excellence for Research & Strategy, Best
Buy
??        
Omnichannel Customer Analysis: Lakshmi
Venkataramari, Senior Director, Customer Insights & Analytics, Walmart
eCommerce
??        
Winning in Her Purse: Kelley Styring, Principal,
InsightFarm
??        
Knowledge is Power, If You Can Find It: Ashley
Starke & Diana Powell, Manager, Shopper Insights, ConAgra Foods
??        
Team Structure Doesn’t Matter: Sue Butler, Director
of Omnichannel Insights, Walmart
??        
Going Beyond Behavior to Drive Category Growth:
Monica Melichar, Senior Manager, Consumer Insights, Beam Suntory & Erin
Barber, Senior Vice President, C+R Research
??        
Longitudinal Data & the Low Purchase
Frequency Category: Stacy Carty, Shopper Insights, Samsung
??        
Driving Change While Driving the Business:
Improving Tools & Automation: Theresa Hendrickson, Director, eCommerce
Engineering – Business Tools & Processes, Best Buy
View the OmniShopper
Brochure for a full list of speakers: https://goo.gl/Qw8Juo
Use exclusive
LinkedIn discount code TMRE17LI for $100 off the current rate. Buy tickets to
TMRE now:
https://goo.gl/1Ricj2
Use exclusive
LinkedIn discount code OMNI17LI for $100 off the current rate. Buy tickets to
OmniShopper now:
https://goo.gl/Qw8Juo
Also, don’t miss our
upcoming free webinar ‘Storytelling with Data’ http://bit.ly/2o0bpAS
featuring speakers Kelsy Saulsbury, Manager, Consumer Insight & Analytics,
Schwan’s Shared Services, LLC and Bill Greenwald, Founder and Chief
Neuroleaderologist, Windsor Leadership Group, LLC. 
Driving the value of
insights forward requires much more than just unearthing great data. You need
to use that data to tell a story and command influence across the broader
organization. Because storytelling may not be an inherent skill, this webinar
focuses on how to use data to create an engaging, informative, compelling
story.  Register for the webinar here:
http://bit.ly/2o0bpAS
Cheers,
The TMRE & OmniShopper Teams
@TMRE
@OmniShopper

Why Social Influence is Important in Business: Q&A with Jonah Berger

We were lucky enough to recently catch up with one of our
favorite conference speakers Jonah Berger, who is well-known as a Wharton
Professor and Bestselling Author of Invisible
Influence
and Contagious:
Why Things Catch On
.
Berger shared some key insights about why social
influence is key to business from his new book Invisible Influence.

Here’s what Jonah had to say:
What is ‘social
influence’?
Berger: Social
influence is the impact people have on others around them. We vote if our
spouse is voting, run faster if someone else is watching us, or switch our entr??e
if someone at the table orders the same thing.  In each instance, others’
behavior influences or affects our own. Those others can be spouses and
friends, but also people we never even talk to, like the stranger sitting next
to us on the plane.  Social influence effects small things, like the food
we eat, but also big things like the career we choose or whether we save money
for retirement. Ninety-nine-point-nine percent of all decisions are shaped by
others. It’s hard to find a decision or behavior that isn’t affected by other
people.
Why is social
influence important in business?
Berger: If we
understand how influence works, we can harness its power. We can convince
a client, change the boss’ mind, and motivate employees to take action.  One section of the book, for example, talks
about how being a chameleon can make you more successful. Researchers looked at
what makes someone a good negotiator. 
What makes them more likely to reach a deal when all looks
lost. And they found that one simple trick led negotiators to be 5x as
successful. That trick?  Imitating or mimicking the language,
behavior, or facial expressions of their negotiating partner. If their partner
crossed their legs, they did the same.  And if their partner leaned back
in the chair, they did so as well. Not obviously, but subtly mirroring
their partner.  Turns out the same trick works in a range of
contexts. Waiters or waitresses that mimic their patrons’ orders get 70%
higher tips.  Mimicry increases liking, trust, and affiliation.  It
deepens social bond and makes people feel a kinship that turns strangers into
friends and acquaintances into allies.
Why is social
influence key to reaching the right customers?
Berger: Word of
mouth is 10x as effective as traditional advertising. People trust it more and
its more targeted.  So, to reach the right customers, we have to turn our
existing customers into advocates. Use social influence to get them to
talk about and share our message and bring new converts in along the way. 
 
How can individuals
harness the power of social influence to make better decisions in their
personal lives?  
Berger: If we
understand how influence works, we can take advantage of its benefits and avoid
its downsides. Following others can provide a useful shortcut that saves
time and effort. If lots of people chose or did something, it’s probably pretty
good. So, others can be a valuable source of information, a heuristic that
simplifies decision making. Other times, however, following others can
lead us astray.  So, simple tricks like considering whether others have
the same preferences as we do can help us avoid going the wrong way.
Have you ever been personally affected by the power of
social influence? What is an example?
Certainly. I was telling lawyer friend of mine from DC about
the book and he was lamenting the effect of social influence on his
colleagues. He said the first thing new lawyers in DC do when they make
partner is go out and buy a BMW.  I said that was interesting, but then
pointed out that he himself was a DC lawyer and drove a BMW. He said yes, but
they all drive grey BMWs. I bought a blue one.
What I love about this story is that it perfectly
encapsulates the tension inherent in social influence.  People often think
being influenced means doing the same thing as others, but it’s more complex
than that.  There’s more than one flavor of influence. Sure, sometimes we
imitate those around us, but we also care about standing out and being
unique.  So, when do we do the same thing as others and when do we do
something different. 
In your book, you
share an experiment about cockroaches and how their behavior changed when they
had an audience.  What insights can you share about how we behave when our
actions are observed?
Berger: It makes
sense that people and animals might work harder when there is a
competition.  If two pigeons are racing to get the last piece of bread, or
two people are competing to win a golf tournament, the desire to achieve the
reward or win the competition might lead people and animals to work harder.
Even the mere presence of others though, can have similar effects. 
Cockroaches, for example, ran faster through a maze when
other cockroaches were watching them, even though those others weren’t directly
competing.  People behave similarly.  The mere fact that someone is
watching us can increase motivation and performance.  But for new or
difficult tasks, others can sometimes have the opposite effect.  Having
someone else in the car when we’re trying to parallel park, for example, makes
it harder for most of us to fit in the spot.  So, whether others presence
helps or hurts depends on the nature of the task.