Tag Archives: brand

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.

Don’t miss KNect365′s Fall 2016 Event Lineup!

Can you feel it? Fall is in the air, and so is conference
season.
We’re excited to announce our fall 2016 event schedule of 10
Insights, Marketing and Innovation events produced for you to do your job
better.  
Our goal through these events is to inspire, inform, and
connect you with leaders from across industries to see, think, and act
different.
Check out the full
event lineup:

TMRE: The Market Research Event
Boca Raton, FL
October 17-20
Use code TMRE16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjGsUg
The Corporate Intrapreneur Summit
New York, NY
September 8-9
Use code INTRA16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bDaaBs
Foresight & Trends
Miami Beach, FL
September 27-29
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2brD48C
Future of Food Summit
Miami Beach, FL
September 27
Use code FT16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bSbIIn
FEI:Front End of Innovation Europe
Berlin, Germany
October 5-7
Use code FEIEU16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmcbAW
LEAN Startup in the Enterprise
Hoboken, NJ
October 24-25
Use code LEAN16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bQEqJH
Back End of Innovation
New Orleans, LA
November 15-17
Use code BEI16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjHn79
OmniShopper International
London, England
November 15-17
Use code OMNIINTL16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bjI943
ProjectWorld & World Congress for Business Analysts
Orlando, FL
November 15-17
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bEmcid
FUSE London
London, England
November 30-December 2
Use code PW16BL for $100 off the current rate.
Buy Tickets: http://bit.ly/2bmdNuB
We hope you will join us at one of our events this fall!
Cheers,
The KNect365 Insights, Marketing and Innovation Team

What Marketing Researchers Can Learn From Digital Marketing: 5 Common Mistakes

By: Eric Lindner,
Client Operations Team Lead, Americas, Lightspeed GMI

Originally published on
LightSpeed
GMI Blog
I recently attended a webinar where Linda West, Director of
Digital Marketing at Act-On Software, discussed five common digital
marketing mistakes. After hearing what Linda had to say about the five common
mistakes, it got me thinking about what we, as Marketing Researchers, can learn
from digital marketing. While digital marketing strategies are laser focused on
creating value for the consumer, we should have that same focus on our
panelists. Panelists are a core part of what we do in the Marketing Research
industry, and our panelists are people. These people’s voices and opinions
are front and center in how we interact with them.  
So, how are those five common mistakes relevant to Marketing
Research?
1.      
Uncovering
missed opportunities for testing and optimization
. Avoid making
assumptions about how people will respond. Don’t delay, test out your
innovative questionnaire design, gamification, quizzes, etc. at your next
opportunity.
2.      
Curse of
unrealistic expectations in testing and optimization
. Allow time for
your test to mature and be realistic about how soon to expect results. It will
only waste time by ending without conclusive results. See it through to the
end!
3.      
Chasing
shiny objects
focusing on the new
and hot vs. the best for your research
. Doesn’t mean that you should
abandon everything, but may be a good idea to explore. Keep doing what works
for your research, even if it is not what’s trending. A part of your budget
should be reserved for experiments (10%), and accept that a percentage of them
to fail. As with anything, introduce change in small doses. You want to find
the right balance of old standbys and new hot techniques.
4.      
Thinking
mobile is just for B2C.
 It is increasingly important to know your
audience. Every interaction you have with people should be optimized for the
device that they are the most comfortable using. Test, test, test! People
should be able to easily interact with things like surveys from a mobile
device.
5.      
Neglecting
content quality
. By offering something unique, getting personal with
your interactions, and taking a data-driven approach will help you stand out.
Good research begins with a good understanding of the people you’d like to hear
from.

How can I blend sample sources without impacting my data?

By: Susan Frede, Vice
President of Research Methods and Best Practices, Lightspeed GMI

Research
has consistently shown that all panels are not the same. Recruitment sources
and management practices vary, and this can cause differences among panels.
Beyond panels, there are other sources of online survey respondents, such as
river, dynamic, and social media sources ‘ and these can produce data that is
different from each other, as well as different from panels. Given the wide
variety of sample sources, and their benefits and drawbacks in cost and
quality, researchers
often struggle with the question, ‘How can I blend in other sources without
impacting my data’?
To
help our clients answer this question, Lightspeed GMI modeled the impact of
adding in a second source of online respondents. For this exercise we are
considering two sources ‘ Source A and Source B. The assumption is that Source
A is the primary source and there is a need to blend in Source B. There are
differences in the scores between the two sources for the concept measures. For
example, the purchase intent scores are higher for Source B:
Given
the differences, adding in Source B has the potential to impact the scores.
However, it takes a large influx of Source B to impact results (see Chart 1 ‘
Impact on Purchase Intent Scores). The proportion of respondents saying they
definitely would buy goes from 7.8% to 8.6% when the sample blend is 50% Source
A and 50% Source B. The percentage saying they probably would buy goes from
16.6% to 19.0%. Neither change is statistically significant with a typical base
of 400 respondents and a 95% confidence level. 
Another
way to look at the impact is to examine the number of differences on scores in
the blended sample compared to 100% of Source A (see Chart 2 ‘ Number of
Differences versus 100% Source A). By adjusting the proportion of sample coming
from each source, it is possible to identify the point at which concept scores
are impacted. Five key concept measures have been evaluated (purchase intent,
uniqueness, liking, relevancy, and likelihood to recommend). For example, when 75%
of the sample is from Source A and 25% from Source B, only one difference of
+/-2% is observed versus a 100% Source A sample. Even when the sample is
adjusted to a 55/45 blend all the differences are less than or equal to +/-3,
which in most cases is not statistically significant. 
The
data suggests that as long as additional sources account for 40% or less of the
total sample, data should not be impacted. 

However, Lightspeed GMI recommends a more conservative cap of
25-30%. Because there are several situations that may call for an even
more conservative blend, consider the following before making any changes:
  1. Tracker and wave studies ‘
    Trendability is key in tracker and wave studies. Rather than making one
    big change it is better to make a series of small changes (+/-10%) from
    week to week or wave to wave and monitor the impact. 
  2. Unproven panel and dynamic
    sources ‘ Until the quality of an unproven source is understood it is
    better to be conservative in the amount blended in.
  3. Low incidence studies ‘ We have
    seen a higher proportion of questionable behavior on low incidence
    studies, so it is important to be more conservative when making changes.

This
analysis also shows that we don’t have to maintain an exact source blend for
trackers (e.g., 50% Source X and 50% Source Y), which allows us to more
efficiently use sample. As long as we are within +/-5 to 10% for each source
(e.g., 40-60% Source X), data will not be impacted.

Insights to Reach Shoppers Where they Plan, Shop & Share at OmniShopper

What does the physical store environment have in common with
a digital shopping cart and a mobile phone?
Even just five years ago it may have been difficult to bring
the pieces together, but in today’s retail landscape, it’s easier to connect
the dots. It’s a connected consumer.
You know that the retail industry has been undergoing a
major transformation. But what are you doing to adapt and keep up with the
changes? Let OmniShopper 2016 be your
partner for success.
OmniShopper has a reputation for attracting the most elite
and sharp-minded retailers in the industry. 
The 2016 event is no exception.
We’re uniting retailers with their brand partners to, collaboratively define
the new retailer/manufacturer partnership and address total store shopability
to create successful omnichannel experiences now and in the future.
Featured sessions include:
??        
Jet.com, Lowe’s Home Improvement, Unliever,
PepsiCo and ConAgra discuss The State of the Industry: The Future of Retail,
including technologies driving retail innovations, complete shopper control,
how the rise of eCommerce/omnichannel mentality has impacted traditional retail
sales and much more.
??        
Mall of America reveals how they used emerging
technologies like robotics, virtual reality, social media and mobile to
Innovate the Physical Retail Space.
??        
Wrigley explores how to Collaborate to Drive
Impulse in an Evolving Retailer Landscape. 
??        
The Hershey Company, Bayer and Campbell Soup
share how to Reach Shoppers Where They Plan, Shop and Share.
Plus, INDUSTRY LEGEND Daniel Kahneman, Nobel Prize Winner in
Economic Sciences and Best-Selling Author, Thinking, Fast and Slow will take
the keynote stage: A Conversation with Daniel Kahneman to Understand What
Shapes Our Choices, Judgements and Decisions.
As humans, we think we make rational decisions, but the
truth is we are subject to many biases that affect our decision making. Daniel
Kahneman explains the two systems that drive our thinking. Everything from
personal happiness, playing the stock market, making purchasing decisions, and planning
a vacation can be understood by knowing how these systems shape our judgements
and decisions. Should we trust our intuitions?  
Have a question you want Daniel to answer? Tweet it using
hashtag #OmniAsksDaniel and we’ll add it to the schedule!
Download the 2016 agenda: http://bit.ly/1XfAlkG
Use code OMNI16BL for $100 off the current
rate. Buy tickets here:
http://bit.ly/1XfAlkG
The future of retail won’t be defined in isolation. Make
your voice heard at OmniShopper this July.
Cheers, 
The OmniShopper Team
@OmniShopper
#OmniShopperConf

How Does Your Brand Show the Love?

Photo by Pexels



“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.” – Howard Schultz, CEO and Chairman, Starbucks

Brands are built on relationships with customers. To have “customers for life” you must win their hearts. In “How to Get Into the Hearts of Your Audience with the Emotional Branding Tactics Used by Apple, Nike & Coca-Cola” by Mary Stribley, she says that “by adding an emotional dimension to their brands, they’ve managed to cultivate loyal advocates and legions of lifelong paying customers.” 

To learn more about making meaningful connections with your customers, join Chanon Cook, SVP, Strategic Insights & Research, Comedy Central and Kathleen McLean, Sr. Manager, Strategic Insights & Research, Comedy Central, as they present “Keepin’ It Together: Maintaining the Connection between Content and Brand Today” on Feb. 1 during the Media Insights & Engagement Conference in Fort Lauderdale, Florida.

During this session, you’ll learn the push and pull of meeting viewers on their terms with the need to maintain a connection between brand, content and viewer. 


Register today!

Join our network and stay connected all year long:
- twitter.com/@_MediaFusion
- linkedin.com/Media Insights & Engagement
- facebook.com/Media Insights & Engagement

Session descriptions are from the Media Insights & Engagement Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

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

NBCU, Conde Nast & Comcast to Keynote @ Media Insights & Engagement

The Media Insights &
Engagement Conference
has been called “the golden globes of the media
industry.” It’s been referred to as “the ‘must attend’ event to hear
candid and uncensored insights from the top echelon of today’s research thought
leaders.”
The Media Insights & Engagement Conference is the annual
gathering where leaders gather to move the industry forward. It’s a reputation
that’s hard to live up to. But, we think that The Media Insights &
Engagement Conference 2016 lives up to its name.
See for yourself and
download the brochure: http://bit.ly/1KVS4Hi
The Media Insights & Engagement Conference unites the
media industry like no other event to share unbiased insights on what’s really
going on in TV consumption and what’s next for the industry. Overcome your
measurement challenges, uncover next gen research and engagement strategies and
decipher the future of media with the best.
Keynote speakers
include:
??        
Alan Wurtzel, President of Research & Media
Development, NBCUniversal sharing the Top Trending Media Industry Shifts
??        
Ryan Holiday, Author, The Obstacle is the Way
and Growth Hacker Marketing discussing Turning Trials into Triumph
??        
Joe Sabia, Head of Digital Development,Conde
Nast Entertainment on Speaking the Digital Dialect
??        
Marilyn Stephens, Data Dissemination Specialist,
Media Lead, US Census revealing the New Age in America
??        
Paul Hockenbury, Executive Director of Research
& Analysis, Comcast sharing the Top Trending Media Industry Shifts
Plus, best practices and lessons learned from leading
researchers at ABC, Comedy Central, Viacom Media Networks, AOL, Netflix, ESPN,
Pivot TV, AMC & Sundance, BBC Worldwide, iHeartMedia, A+E Networks and
more. Download the brochure for the full speaker list and session details.
Don’t get left behind – register by Friday, October 16th
& save $600!Plus register now and use social code MEDIA16LI and recieve an
additional $100 off. That’s $700 savings! Register here: http://bit.ly/1KVS4Hi
We hope to see you in Fort Lauderdale!
Cheers!
The Media Insights & Engagement Conference 2016 Team
@_MediaFusion
#MediaInsights16

10 Ways to Drive Survey Engagement

By Melissa Moxley,
Lightspeed GMI

According to a spring 2015 study from Microsoft, the average human
attention span has fallen below that of goldfish — and you can blame it on the
gadgets we use to watch YouTube videos and play “Crossy Road.” The researchers clocked the
average human attention span at just 8 seconds in 2013, falling 4 seconds from
the 12-second average in 2000, and putting humans just 1 second below goldfish.
We made the transition from CATI to online, but now we need
to make the transition from online to mobile. But, how do we keep survey
respondents engaged in a way that captures their attention? Can we carry them
past that eight second threshold?
From a questionnaire design perspective, we need to balance the
marketing research hat with the respondent hat. Yes, we need to ensure our
paired comparison questions are all implemented for proper analysis, but let’s
grab the attention of our respondents with some color and images, bringing life
to our questions. Let’s be their distraction.  
Regardless of whether or not respondents are on-the-go or
planted in their office or home, distractions are all around them. Have you
tried to take a survey while emails are accumulating in your inbox? Your
messenger pings are flashing and your boss is seconds away from walking in for
your 2:00p.m. meeting? How about taking a survey while cooking dinner, briefing
your husband on the day and pacifying the toddler pulling at your leg? While
these are exaggerated situations, reality isn’t too far off. Respondents
nowadays are taking surveys from anywhere and at any time. We need to capture
their attention and retain it.
Be the Distraction

So how do we do it? While we can’t sit next to every
respondent as they enter in their answers, we can take measures to prevent them
from closing their browser and moving on. Your survey should serve as the
distraction; your respondent shouldn’t be distraction from your survey.
Below are the 10 ways to design an appealing survey. Remember,
you only have eight seconds to engage.
1.     Scrolling
= Work = Dropouts
??  No one
wants to work to read an attribute list or find the ‘next’ button in order to
progress. The key here is ease, try
to limit your response lists to 15 points and minimize scrolling as best as you
can.
2.     Be
Concise: The Shorter, The Better
??  I like
to promote the Twitter mentality: 140 characters, short and concise and easy to
digest.
3.     Avoid
Repetition: Didn’t I Already Answer That?
??  Nothing
is worse than being mid-survey and thinking just that. Don’t ask respondents to
rank their top three brands and then turn around and rank their top six. 
4.     Spacing:
Feng Shui Your Survey
??  The
spacing between the question text, response lists and images needs to be optimized
and balanced within the screen so that there is balance and symmetry.
5.     Sizing:
Bigger Isn’t Always Better
??  This
applies to font size throughout the survey (consistency is key) as well as
image sizing. There needs to be a middle ground between squinting in order to
read the question and scrolling in order to see the entire ad or concept being
reviewed. 
6.     Consider
Compatibility: Are respondents going to be taking the survey on a PC? Tablet?
Mobile? All of the above?
??  Test
surveys on all potential devices and don’t allow mobile or tablet usage if the
survey isn’t compatible; it’s not worth jeopardizing the data or the
respondents experience
7.     Question
Types: the right question yields the right answers
??  If you
are asking respondents to ‘select all that apply’ ensure they can do so. In
turn, respondents should be able to visually tell which options they’ve
selected, getting rewarded for their answers
8.     Get
Active! Designing ‘active’ questions = engaged respondents
??  It’s
not just for physical health anymore. Mentally, respondents want something to
do when giving their opinion, they like dragging logos in order to rank them or
sliding the scale to the number ’10′ because they really do ‘strongly agree’
with that statement.
9.     Find
your inner artist: Colors, visuals and design elements go a long way.
??  Using
these features effectively in a survey locks the respondents’ attention and
keeps it from click to click.
10.  Survey
Experience: Taking the time to remove your researcher hat and put on your
respondent hat helps ensure the experience is an enjoyable one
??  Once
you’re positive you’ve got the survey of your dreams in place, take a step back
and look at it from a high level. Are the colors consistent from page to page? Was
that Arial font on question 10 when the rest of the survey was in Times Roman?
When the instructions say ‘roll over image to zoom,’ is it really working?
Still with me? If you’re at the end of this list, you’ve
made it past the eight second mark and are clearly engaged!
About the Author:  Melissa Moxley serves as Lightspeed GMI’s
Global Product Marketing Manager. As a key member of the Global Marketing and
Business Strategy Team, Melissa drives the adaption and implementation of
QuestionArts, Lightspeed GMI’s survey programming and design. As an escalation
point for regional teams, Melissa strategizes on commercial and marketing based
engagements and ensures global compliance.

Trend Trek: Exploring Trends and Collecting Insights in Chicago

By: Stephan Paschalides
As part of OmniShopper, Stephan Paschalides from Now Plus
One, led a group of conference attendees on a 3.5-hour Retail Trend Trek
through Chicago. The fundamental goal of this inspirational immersion was to
explore current marketplace trends and collect valuable insights that are
relevant to participants, no matter their brand or agency affiliation.
We visited several retail locations of new and established
brands, including Bonobos, Shinola, TOMS, Warby Parker, The Tie Bar, DAVIDsTEA
and BucketFeet. At each stop, a brand associate shared thoughts about the brand
and specific retail location, and then we had the opportunity to ask questions
and explore the store space and products. We were very impressed at the high
level of engagement by the group, and at the sheer amount of insights we uncovered
in such a short time!

We’d love to share some of the highlights of our Trend Trek
in terms of insights:
??        
The brands we visited actively encourage
employee participation by inviting them to share feedback, incorporating their
ideas into the brand or store, and allowing them to make changes to the retail
space. Because of this two-way relationship, employees act as enthusiastic and
powerful brand representatives, rather than mere retail workers.
??        
Each of the individual retail establishments we
visited takes pride in participating in the larger community. They hold events
for the neighborhood, share products with other stores, and give back to local
Chicago communities. This allows even the bigger and global brands to feel
authentic within the local community.
??        
The brands we encountered are transcending the
retail experience by creating a movement for change. Shopping at many of these
store locations is more than just a transaction; instead it feels like a way to
participate in the brand’s movement whose goals included issues like
eradicating poverty, connecting people to artists, and revitalizing craft in
America.
??        
Despite the current industry obsession with
having digital presence, there remains a strong consumer desire to offer
tactile, sensory and emotional experiences in physical retail environments.
The Trend Trek participants reported than they felt
invigorated by getting out of the building and exploring Chicago. We
consistently find that there is a lot of power in exploring parallel
categories, as it helps participants think more conceptually, and allows them
to translate fresh insights to their own category.
Stephan Paschalides is
the Principal of Now Plus One, a
cultural insights agency specializing in market immersions. He will be leading
a Trend Trek at Foresight & Trends 2015 in Los Angeles.