Tag Archives: Amazon

Is Amazon in the Room?

By: Laura Sigman

This post was
originally published on the LightSpeed Research blog.

On a recent
earnings call
, Sir Martin Sorrell, CEO of Lightspeed’s parent company WPP, talked
about what keeps him up at night. And no; it’s not (necessarily) his infant
daughter ‘ it’s Amazon.
‘And I would just mention the rise of Amazon, because in
answer to the question, my favorite question is what worries you when you go to
bed at night and when you wake up in the morning. It’s not a three-month-old
child (laughter), it’s Amazon, which is a child still, but not three months.
And Amazon’s penetration of most areas is frightening, if not terrifying to
some, and I think there is a battle brewing between Google and Amazon.’
The fear mostly seems to be of the unknown, as Amazon is
thought to be quietly
pursuing an advertising strategy
 carefully away from the watchful eyes
of Wall
Is Amazon really committed? They are by pure virtue of their
strategically evolving business model. By being among the first big players on
the e-commerce scene, they cemented their early adapter consumers to them.
They’ve grown a multimedia offer around their core competency, and now Amazon
knows not only what we read, but what we search for, what we buy, what we
watch, what we listen to. I’m an Amazon Prime customer, and I take advantage of
all of the bells and whistles that come along with it. So they know what
content I’m engaging with, and whether I’m connecting to the content from my
PC, smartphone, tablet or Alexa. And they can leverage this vast supply of
shopper and behavioral data to sell hyper-targeted advertising to brands who
can then speak directly to me.
When you look at it like that, it’s really not much
different than how we’ve worked in the panel world. Historically, we have facilitated
the conversations brands have with consumers, and have evolved by taking
advantage of emerging technologies to help amplify those conversations. And,
like Amazon, we grew our business by embracing early on that panelists
(consumers) are people, too. 
(Believe it or not, it’s not as obvious to
everyone as that sounds!) Today’s consumers want to have meaningful
interactions, but they also want to have them when and where is convenient to
them. So we meet them on their devices of choice; we always design surveys
mobile-first (in fact, Lightspeed has an
entire team dedicated to this
) and we use
data appends
 to reach the right consumer with the right questions. We
invite survey respondents to answer open-ends with video
 ‘ an engaging experience for them resulting in more
meaningful data for brands to act on. We’re able to blur the line between quant
and qual, intercepting surveys with invites to participate in deeper, on-point
conversations. And brands can leverage all of this to create hyper-targeted
advertising that speaks directly to their consumers. Which ties back to that
Amazon example I shared above.
As Kantar pointed out at their FragmentNation
, the marketplace is splintering — not with a whimper but with a
bang. So while the ad world should fear the Amazon in the room, it should also
embrace it. It’s an eye-opening reminder that consumers are advertising’s most
valuable assets in a marketplace that is more diverse and fragmented than ever.

This Week In Market Research: 8/17/15 – 8/21/15

To begin summarizing this article I am compelled to share the first couple of lines from the article itself because they are too great not to share:
‘If you order Man Crates’s $49.99 “Snack Sensei” gift box, it will arrive in a cardboard box that contains a sealed plywood crate, a mini crowbar, and a card that says, “If at first you don’t succeed, pry, pry again.” It will not be easy to open. And by the time your boyfriend, father, brother, or other male-person gift recipient has actually applied the necessary amount of force, he will have created “a scene.” A crowd of coworkers will be gathered around his desk (because, let’s be real, you’ve sent this potential spectacle to the office), and splinters of wood will sit scattered on his carpeted cubicle floor like small monuments to his middle-America brand of manliness. Hammers will probably be involved.
Inside, he’ll find an array of Japanese candy. And Man Crates founder Jon Beekman is basically already giggling as he winds up to tell me, “The candy guide also comes in Japanese, so you have no idea what you’re actually eating!”
This hysterical lead-in introduces the main topic of the article of how personality of a small business can counter Amazon and its grip on e-commerce. The company being described above, Man Crates, was founded by Jon Beekman in 2011 after discovering the ‘gift baskets for men’ category. The foundation for this organization’s competitive strategy is to give personality to the online shopping experience once it reaches your door. As far as market research goes, 70% of the purchasers are women buying the gifts for men. Clearly this ‘personality tactic’ is reaching a particular audience and appealing to women online shoppers.
This week, the Sioux Falls Business Journal sat down with Erin Healy, a consumer insights specialist at Lawrence and Schiller. Throughout the piece, Healy gives advice to businesses hoping to use consumer insight effectively as well as discussing the most interesting and exciting parts of her market research job. ‘Something that any business can do is to truly know your customers. Consumers search for both rational and emotional reasons to use your business or brand. Consumer insights dives into how consumers think and helps people understand why that consumer choice was made in the first place. If businesses can understand why their customers use their services and products, it will be easier to establish and build meaningful relationships with them.’ Healy also explains how a ‘good insight’ take a lot of effort and time and that finding that insight is very gratifying at the end. She concludes the interview by stating ‘you know you’ve got a great insight ‘ when you realize it’s not necessarily a complex answer.’

Technology mixed with learning in schools is excellent right?? Well according to some skeptics and market researchers in the field of technology and its ‘return on learning,’ technology and education may not be correlated positively. Rob Mancabelli, the cofounder and CEO of Bright Bytes, claims that ”Over $10 billion is spent on technology every year in the U.S., and the majority of it does not benefit learning outcomes.’” In his conclusions, the data that they have gathered from the effectiveness of multimedia in learning remains very incomplete at its best. This is very interesting analysis as we see many schools and even organizations trying to incorporate multimedia into the learning process. What do you think?
Being an Entrepreneur is hard; it’s even harder if you fall into myths associated with the title. Entrepreneur released an article this week that discusses common myths that can hold an entrepreneur back and not be able to reach full potential. A few of the myths listed include thinking you’re ‘the boss’ and that you’ll be able to set your own salary. ‘As boss, you do get to set the agenda. However, you’ll also be on call and accountable to a range of different people, including employees, customers, the IRS, venture capitalists, angel investors and partners.’ The article also explains that while you may be able to adjust your salary, the cash flow is essential for any small business when it’s starting. In other words, many new entrepreneurs can’t afford to pay themselves much money in order to keep the business going. Read more about the common myths that may hold an entrepreneur back here.

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 

The ‘Internet of Things’ and The Future of Insights

By: Gina Joseph,
Communications Manager, inContext

Renee Brandon’s afternoon session on the Internet of Things
gave attendees a moment to think futuristically. What if washing machines could
order you more detergent when you run low? What if in-store beacons could ask
you if you needed help as you walked down the aisle at a grocery store? What if
your health monitor could tell you when you missed a dose of a medication, and
could suggest a different meds to take instead?
Would these things creep you out, or do they sound like
useful technologies?
These were some of the questions posed when Brandon and her
company, Field Agent, created sample studies to find out how people would use
and respond to connected technologies just like these.
The future of

While the above scenarios may sound sci-fi, they are the
kinds of technological capabilities that are coming our way 10 or 15 years down
the road, maybe less. So learning how the Internet of Things will affect
consumers and shoppers, and what types of insights can be gleaned from these
technologies, is imperative to planning how store experiences will work down
the road.
When Field Agent conducted studies related to these
connected futuristic scenarios, there were certain considerations they wanted
to measure:
The appeal of the technology (how consumers
viewed the benefits of being connected)
The comfort level associated with having to
answer surveys triggered by the technology (Brandon referred to this as the
‘creepiness factor’)
And their likelihood to actually respond to a
Field Agent came away with some insightful results. When it
came to a connected home’a house where connected thermostats and light sensors
regulate your homes temperature and energy usage while you’re away’sample tests
showed a strong appeal to the usefulness of that type of technology. However,
when respondents were asked whether or not they would be comfortable with
surveys asking about where the homeowners are going on vacation, or for how
long, the correlation was low’only 37% were comfortable with that kind of
personal information being asked.
In contrast, being able to be connected through health
monitors and receiving notifications about medication refills and doctor
appointment suggestions also had a strong appeal as well as a high comfort
level’the takeaway being that consumers are more likely to answer survey
questions about their own personal health in order to maintain a healthy

This kind of data on the Internet of Things and the insights
they will produce is still in an early phase. But more and more, these kinds of
data sets and technologies will become the norm, and we need to make sure we’re
ready for them. 

10 Ways to Be a Better Shopper Marketer

Shopper marketing sure isn’t what it used to be. The traditional
retail environment has evolved into an omnichannel space with digital and
mobile leading the way, and shopper marketers have no choice but to follow. Fortunately,
OmniShopper 2015 is addressing this
dramatic shift in shopper behavior and in turn, the shift in shopper marketing
in Chicago this summer.
Here are 10 ways to be a better shopper marketer according
to OmniShopper:
Tony Mardegain, Director of Shopper Insights and Shelley
Christianson, Sr. Manager of Shopper Insights at The Hershey Company will
discuss shopper touch-points – how many, which ones and where to leverage.
Learn how to maximize retail opportunities in a digitally-enhanced
future landscape with Jonathan MacDonald, Trends Expert and Founder of Thought
Expansion Network.
Tell a
Participate in a Storytelling workshop led by Kristian Aloma and
Suzanne Cheves from Brandtrust. This workshop will teach you how to engage and
inspire and audience through the power of story.
through Mobile:
Learn how to engage your shoppers through mobile and
digital with Art Sebastian, VP of Category Leadership & Shopper Insights at Kraft.
Influencers to Work:
Eric Rasmussen, VP of Market Research at Groupon 
and Jon Berry, VP of Consumer Trends at GfK will talk about how important
it is to understand today’s highly influential consumers and how to put them to
work for you.
Learn about the journey of building a powerhouse home brand
within the walls of Target with Tisha Boarman, Group Manager of Owned Brand
Strategy at Target.
A look at how Target is moving from having
a transactional relationship to a more emotional connection with the guest
through our brand, Threshold.  We will dig into how we consistently and
cohesively support this brand from Team structure, Product development,
Marketing and Guest Insights.
Big Data:
Hear lessons from the data and digital trenches on winning with your
shoppers, suppliers and your own organization with Keith Colbourn, Former SVP
Loyalty & Analytics at Safeway.
David Tittensor, Category Director, Warburtons Limited will discuss
shopping trends in the UK – answering the call of the omnichannel shopper
through a dynamic category strategy.
Like a Millennial:
Learn how to make purposeful connections with
Millennials with Neil Howe, Best-selling Author of ‘Millennials Rising.’
 Scott Jeffrey, Chief
Creative Officer and Lori Parrett, VP of Client Services at Interbrand
Design Forum will talk about the ‘Seamless Model’ ‘ how important it is to
evolve beyond one size fits all.
Download the brochure for the full agenda: http://bit.ly/1LgzXdB
Use code OMNI15BLOG
for $100 off the current rate. Register today:
See you in Chicago!
The OmniShopper Team

Content Is “Kinger” Than Ever

“I’m a television guy.  TV is the most powerful medium ever invented” says Keynote Speaker Jeffrey Cole, Center for the Digital Future and Research Professor, USC Annenberg School for Communication.  Keynote Speaker Jeffrey Cole, kicked off the Media Insights and Engagement Conference here in San Diego this morning discussing all things television-where it is today and where it’s heading.

Mr. Cole is a storyteller, no powerpoint (how refreshing!) and full of great anecdotes about television penetration and content distribution.  He says that content drives everything.  “Content is ‘kinger’ than ever,” says Cole.  He knows television better than most and was full of many television viewing predictions.
Here are a few of his television predictions in regards to Millennials:
1.  They don’t use landlines
2.  They don’t subscribe to newspapers
3.   They are not satellite and cable subscribers
4.   Many don’t even own a TV set
Mr. cole predicts that television will completely transform itself in the next 24 months. The average sized TV purchased today is 50 inches. Viewers have a wide array of programming choices-almost too many-with Netflix, HBO, Hulu, ESPN, the four networks, etc.,. There simply are too many choices for viewers at ever-increasing monthly rates.  The bottom line:  we need to provide choice but at far more reasonable rates.  The consumer on average pays about $5.85 month for ESPN which is a great bargain if you love sports.  ESPN currently reaches 100 million cable and satellite subscribers.  Mr. Cole sees an a’ la carte approach to viewing television- we only pay for content we want-as the next big transformation in television viewership.
Other predictions from Mr. Cole:
1. Half of movie screens in America will go away
2. The line between film and television is blurring
3. Best high quality programming is moving to television (think Kevin Spacey in House of Cards, Netflix)
4.  The shine on Netflix is about to disappear with major competitors Amazon and HBO offering original programming at affordable prices
Mr. Cole says it’s a great time to be creating television programming.  It is the most exciting time in television with all the great content that is bubbling up to the surface.  Stay tuned!

About the Author: Kerry Inserra, is Managing Partner and Co-Founder of Zip2Media, a media planning and buying agency located in the San Francisco Bay Area, with a focus on social media, SEO, SEM, traditional media, sports marketing, and blogging.  Kerry has worked for CBS Radio and Television, ABC Radio/Television and Disney.  Follow her @kinserra.

Can You Think Like Google and Amazon?

What would Google or Amazon do if they purchased your company?  What would happen if they entered your industry?

We are proud to Introduce DISRUPT, a unique one day strategy accelerator,  taking place on December 3rd, 2014 in Chicago, at the offices of Leo Burnett.

DISRUPT brings together executives across disciplines to uncover the major forces impacting the B2C world. Our intelligence lead Dr. Hitendra Patel in combination with our expert industry facilitators will help you create a future action plan to adapt to industry disruptors, and ensuring your business remains relevant, by rethinking your current business model and unveiling areas for growth. 

Visit the website for more information: http://bit.ly/1pUkAMU
This Strategy Accelerator will help you:
  • Learn how to apply powerful techniques of disruption to help your business stay at the leading edge
  • Uncover how these strategies work and, more importantly, what tactics you need to employ to achieve strategic disruption
  • Leave with an action plan tailored to your business that will help you lead your company through creative disruption into competitive advantage.

View the full agenda here: http://bit.ly/1pUkAMU
Meet your Intelligence Lead:

Dr. Hitendra Patel
Managing Director, IXL Center
Chairman of the Innovation and Growth Program, Hult International Business School

Dr. Patel has helped over 50 global companies and their executive teams build innovation capabilities and get innovation results. He has helped drive innovation transformation initiatives at companies like Johnson Controls, Hewlett Packard, LG, Alibaba.com, CEMEX, Cadbury, Verizon, and P&G. He understands how to make innovation real from the top-down and bottom-up in complex and large organizations. Read his full bio here: http://bit.ly/1oQ2vEU

Join us as we prepare you for the future of your business.




Live from #MediaInsight: Every Voice is heard: Shared Perspectives

A keynote panel featuring:

Tom Ziangas, SVP Research, AMC NETWORKS

Bruce Leichtman, President and Principal Analyst, LEICHTMAN RESEARCH
Karen Ramspacher, SVP of Research and Insights, PARTICIPANT MEDIA
Christie Kawada, SVP Client Consulting and Strategic Marketing Science, NIELSEN

Moderated by Marc Berman, Editor in Chief, TV MEDIA INSIGHTS
How do we determine what’s working and what’s not in TV?  What is the measure of success?
  • Participant Media/pivot: “the power of a story well told can change the world.”  Success isn’t only about ratings, but the impact that programming has on society.  “New heroes” are part of the millennial generation – people who are taking action to make an impact. 
  • AMC Networks: success changes across networks.  For a network like IFC, most viewing is from DVR.  For WE tv, Braxton Family Values is the top show in its time slot among African-Americans.  For shows like Breaking Bad and Mad Men, the social prevalence can be a measure of success.    
  • Nielsen: TV lives and dies by Nielsen ratings in many cases, but there is more to the picture.  Smaller networks may not have the ratings, but may be creating a huge emotional response with viewers, so the value of the brand plays a big role.  It’s important to understand why people are passionate about what they watch - lifting the hood on consumers and using research to dig well beyond basic demographics.   
  • Leichtman: the best predictor of the future is the past.  It’s important to look beyond the numbers of a quant study and analyze trends – tracking the industry can be the best way to truly measure success.   

Measuring success gets more challenging as new platforms emerge.  Netflix’s original programming earns critical accolades, but how can we measure success when we can’t look at ratings the same way we can with traditional TV? 

Social media is also changing the conversation, as it’s no longer clear what’s more valuable – ratings or volume of social chatter?  This poses a big question for advertisers – where should they be looking?  

For a network like pivot where social action is important, social media is key.  It’s important to see not only that people are posting, but understand what they are posting and whether that translates into the social action that pivot is looking for.  

Tom Ziangas notes that it’s a great time to be in research, where the mix between quantitative and qualitative can help to round out the picture.   

Marc Berman mentions the importance of research when it comes to understanding the industry – “if you want to be involved in media, start out in research.” 


Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

HBO Research Director Tackles Cross-Platform Media Consumption

Lack of Single Source Usage Data, Privacy and Device and Platform Proliferation Vex But Don’t Deter

By Marc Dresner, IIR
Jason Platt Zolov’s daily grind as market research director at HBO would probably overwhelm anyone who isn’t comfortable making sense out of uncertainty.
But that’s the nature of media research today: Platt Zolov manages to deliver reliable insights under challenging market conditions using less than perfect source materials.
In a recent interview with the Research Insighter podcast series, Platt Zolov discussed some of the obstacles he faces and how he’s addressing them.
‘Multi-platform usage is really one of our biggest issues,’ Platt Zolov told the Research Insighter.
‘We know individually how many people tuned in on Sunday night and individually how many people may have clicked on HBO GO or HBO on Demand, but to be able to see how they are moving between those different platforms is something that is very difficult to do,’ Platt Zolov said.
‘There is also the added layer of tracking all the different devices that people are watching on’mobile phones, tablets, new connected TV experiences with Apple TV and Roku’,’ he added.

“There are a lot of privacy issues around trying to link multi-platform usage to HBO loyalty’why people continue subscribing and paying that bill every month.”
Without a single source for usage data, Platt Zolov and his colleagues rely on conventional survey instruments and other sources to fill in the gaps, but it isn’t perfect.

And it gets even more complicated when you factor in new, non-traditional competitors like Netflix, Hulu and Amazon, which are developing original programming.

In this episode of The Research Insighter podcast series, Platt Zolov discusses:
‘ Balancing usage with self-reported data
‘ Privacy concerns related to linking multi-platform and loyalty
‘ Providing a 360-degree view of viewership in the modern media landscape and more’
Editor’s note:  Jason Platt Zolov will be speaking at the Media Insights& Engagement Conference 2014 taking place January 29-31 in Miami, Florida.
For more information or to register, please visit http://bitly.com/LHwwDX