Tag Archives: business

A new way to get insights, everyday

Today we turn our attention to building a better relationship with consumers:
At iModerate, we are constantly asking ourselves – how can we facilitate better communication between our clients and their consumers? 
We believe in the power of individual conversations, not just to gain insight around that big tracker or ad test, but as a way to answer your everyday questions and keep your finger on the pulse of your consumers.
Therefore, we are introducing a new way to work with us, one that enables you to easily establish consistent, fruitful dialogues with customers, fans, and desired market segments. 
iModerate’s new subscription service provides you with a bank of conversations that you and your colleagues can quickly draw from whenever issues or questions arise. 
With just one phone call you have access to professionally moderated qualitative conversations that deliver a level of insight that goes deeper into the minds of your consumers, uncovering what truly matters to them.
Beyond securing a better way to talk to consumers, the subscription offering allows you to achieve savings of up to 20%, secure preferential fielding windows, unlock more deliverable options and enjoy a simplified, streamlined process. 
How transformative can this be? Find out how it’s changed our marketers by checking out our comic strip series’ www.imoderate.com/superhero
About the Author
iModerate is a qualitative research firm that goes beyond the obvious by connecting with consumers through real-time, online, one-on-one conversations. Utilized within an online survey for a hybrid approach or as a stand-alone qualitative method, our professionally moderated conversations deliver candid feedback and give you more of the insight that matters to you.
iModerate Research Technologies is a sponsor of The Future of Consumer Intelligence and The Market Research Event and will join us on site to explore we can transform market research together.

Idea Gathering: Customer Experience & the Decline of Green

 (Photo: Wikipedia)

Not just hearing, but translating innovations and insights is a huge part of the value of the Total Customer Experience Leaders. Our unique idea gathering wrap-ups between sessions facilitate alignment of customer strategy inspiration with business relevant actions and have been one of our most highly rated features in the past.

Here on the blog, we’ll be presenting weekly idea gathering wrap ups of some of our favorite customer experience strategy, design and alignment news and views.  This week our focus is on consumers and the environmental movement. 
Despite environmentally conscious products generating 40 billion dollars for businesses in 2011 the hype around these ‘green’ products is fading with consumers, likely due to the higher prices.  According to a consumer survey conducted by Gfk the number of consumers who were willing to spend more on green items such as food, cars, light bulbs, apparel, and packaging has all decreased since 2008. The percentage of consumers willing to spend more for greener versions of these items has decreased between 5 and 13 percent over the last four years.  This correlates with an Ipsos poll which revealed that 59% of American consumers were not at all willing to spend anymore on a product just because it was more environmentally friendly.
According to a Time Magazine survey, it’s not just over pricing that’s deterring consumers from going green but an overall change in belief. The survey reports that the number of Americans who describe themselves as ‘environmentally conscious’  and ‘car[ing] a great deal about the current state, and future, of the environment’ has decreased since 2009 as well. 
Beyond price and attitude however Advertising Age magazine suggests that the rejection of green products could be due to marketing over-hype and aggression. These kind of marketing tactics which involve exaggerating the impact of purchasing (or not purchasing) certain products have led to consumer skepticism and distrust. When consumers Advertising Age goes on to describe some companies such as Axe and its parent company Unilever which have begun environmental campaigns with limited sales motives merely to gain back the invaluable trust of consumers.  
About the Author

Jeffrey Marino is a contributing writer concentrating his focus on Business Administration, Management Information Systems, and Tech Innovations. He blogs at Fordham Nights and can be reached at JMarino@iirusa.com.

Australians’ Retailers Tech Innovations Instore Are Paving the Way to the Future

Innovation
Innovation (Photo: Seth1492)

Australian retail companies generate 292 billion in revenue annually, however only 14.6 billion of that number is from online sales. The online retail sensation, which has led to about 11 times more revenue in the US then Australia, doesn’t seem to be happening down under.

Online/Offline Convergence Instore

With two-thirds of Australians reporting that they prefer ‘brick and mortar’ retail stores it would seem to an untrained eye that IT has no place in the Australian retail industry. However, this is far from the case as Australian retail firms begin to use IT innovations to create more engaging customer experiences within traditional store settings.   An example of these innovations is storing customer demographic information through in-store video feedback.

Implementation of this video feedback technology will allow retailers to know who was shopping for their products and when. This kind of information could prove invaluable for advertisers seeking to directly target certain market segments. When new products are released retailers will be able to see who is shopping for those products and can use that information to target the corresponding market segments with their advertisements.

Data Mining in a Cashless Society

An additional retail innovation likely to impact market research is the replacement of the conventional cash register with point-of-sale devices capable of reading the increasingly popular mobile payment apps on smartphones. Instead of taking merchandise in line to wait for a cashier at a register, customers who decide they want to purchase something can just take out their smart phone and instantly purchase it.

This kind of cashless system, combined with technology like video feedback could place marketers even deeper into the mind of consumers. When consumers have the ability to make purchases at will, and marketers have the chance to actively observe how they do it, the result could be the perfect product.

The Art of the Explorers

To further explore the implications of innovative technology, social and big data, emerging methodologies  and how they will shape the future of market research, we invite you to join us at The Future of Consumer Intelligence event taking place on May 14-16, 2013 in San Francisco, California. It will be a gathering of the entire “consumer culture” collective traversing common ground across roles and industries to translate behavioral information into business opportunity together.

Jeffrey Marino is a contributing writer concentrating his focus on Business Administration, Management Information Systems, and Tech Innovations. He blogs at Fordham Nights and can be reached at JMarino@iirusa.com

Official Call for Presenters: Shopper Insights in Action 2013 Conference

INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS

The Institute for International Research (IIR) is currently seeking corporate practitioner presenters for:

July 15-17, 2013 
Swissotel – Chicago, IL 

Submit your proposal by email to rmcdonald@iirusa.com by Friday, November 16, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, November 16, 2012, to Rachel McDonald, Senior Conference Producer at rmcdonald@iirusa.com. Only proposals from brand and retail corporate practitioners will be considered, for all other submissions please see sponsorship section below.

In July 2012, more than 578 retailers, brands and thought-leaders rallied in Chicago for a Shopper Insights in Action Conference experience that exceeded expectations and raised the bar even higher for 2013.

  

 Shopper Insights in Action is THE annual event for best-in-class national brands and mega retailers. Staying true to its core, the emphasis is always on the ACTION, every presentation must illustrate both the research and what was done with the research, moving beyond theoretical to real-world stories.

CONTENT AREAS FOR 2013:
‘ Mobile, Social & Digital Shopper Initiatives
‘ Activating the Shopper Along the Journey to Purchase
‘ Virtual Shopping Case Studies
‘ Multi-Channel Strategies & Emerging Shopper Channels
‘ Trends, Technology & Strategies Impacting Retail Environments
‘ New Store Formats & Store Experience
‘ Strategies for Integrating eCommerce & Brick and Mortar with the Shopper
‘ Category Reinvention & Retail Leadership
‘ In-Store Activation Strategies
‘ How do you Make Brands Relevant to the Shopper
‘ Mobile Shopping Innovation ‘ Measurement & ROI
‘ Big Data & Analytics
‘ Neuroscience Case Studies
‘ Best Practices for Loyalty Card Insights
‘ Shopper Segmentation Research
‘ Understanding the Mindset of the Always On Shopper
‘ Trends & Innovation Driving Shopper & Consumer Behavior
‘  Category Growth Strategies
‘ Collaboration Methods between Manufacturers & Retailers
‘ Aligning Shopper Marketing & Category Management Initiatives
‘ Strengthening Retail Partnerships
‘ Collaboration Practices for Category Growth
‘ Developing Global Capabilities in Emerging Markets
‘ Innovation in Private Brand & Brand Identity
‘ Integrating Traditional Research Around Categories, Brands and Shopper Insights

We are also happy to consider topics not listed here that you feel would add value and be appropriate. Corporate Practitioner Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium (a $4,000 value).

Sponsorship & Exhibiting Opportunities
What if I am not a corporate practitioner (from a client-side company) but still would like to participate? More than 70% of our content will be delivered by corporate practitioners from retail and manufacturing. If you are a consultant or solutions provider and wish to be a part of the program, please contact Jon Saxe, Senior Business Development Manager at jsaxe@iirusa.com or 646-895-7467. We will customize opportunities to fit your needs from speaking, branding, networking and/or exhibiting.

 How to Submit For proper consideration, please include the following information with your proposal:
‘ Proposed speaker name, job title, and company name
‘ Complete speaker contact information – address, telephone and e-mail
‘ Short biography of speaker (50-75 words max)
‘ JPG headshot photo, minimum 300 dpi
‘ Title of presentation (one line, benefit oriented)
‘ Short summary of content to be delivered (no more than 75 words), followed by three bullet points of what audience members can expect to “take away” from the presentation

 Tips/Guidelines to Consider
‘ Sessions are 30-45 minutes in length, inclusive of time for Q&A
‘ Preference will be given to proposals that clearly illustrate the full insights to activation process
‘ Commercialism and self-promotion from the podium is strictly prohibited. Your presentation will be reviewed by a Content Review Board prior to the event and should you self-promote during the session, you will not be invited to return as a speaker.
‘ The conference audience consists of brand-side researchers, brand-side marketers, retailers and vendors responsible for gathering, translating and actioning shopper-focused insights. Your proposal must present what’s new, hurdles to get there and how it can move the industry ahead.
‘ Travel and expenses are the responsibility of the speaker.
‘ If your proposal is accepted you agree that it has not and will not be presented at any other industry forum within one year. It is important that the content is fresh and not repurposed here or anywhere else. Due to the high volume of proposals we receive, not every submission is selected. We rely heavily on three components:
‘ Content matches interest of audience identified through research.
‘ Compelling topic that showcases something new and exciting. It must show how insights were leveraged to drive action/sales/loyalty.
‘ Speaker is able to provide details in the format of a case study or interactive session. This event is about sharing with members of your industry, so the speaker must be willing to showcase the “how-to” details.

Those selected will be notified no later than January 2013. Stay tuned for more details on the event website at www.ShopperInsightsEvent.com.

Official Call for Presenters: Shopper Insights in Action 2013 Conference

INDUSTRY ALERT: OFFICIAL CALL FOR PRESENTERS

The Institute for International Research (IIR) is currently seeking corporate practitioner presenters for:

July 15-17, 2013 
Swissotel – Chicago, IL 

Submit your proposal by email to rmcdonald@iirusa.com by Friday, November 16, 2012

Due to the high volume of submissions, we suggest you submit your proposal early and no later than Friday, November 16, 2012, to Rachel McDonald, Senior Conference Producer at rmcdonald@iirusa.com. Only proposals from brand and retail corporate practitioners will be considered, for all other submissions please see sponsorship section below.

In July 2012, more than 578 retailers, brands and thought-leaders rallied in Chicago for a Shopper Insights in Action Conference experience that exceeded expectations and raised the bar even higher for 2013.

 Shopper Insights in Action is THE annual event for best-in-class national brands and mega retailers. Staying true to its core, the emphasis is always on the ACTION, every presentation must illustrate both the research and what was done with the research, moving beyond theoretical to real-world stories.

CONTENT AREAS FOR 2013:
‘ Mobile, Social & Digital Shopper Initiatives
‘ Activating the Shopper Along the Journey to Purchase
‘ Virtual Shopping Case Studies
‘ Multi-Channel Strategies & Emerging Shopper Channels
‘ Trends, Technology & Strategies Impacting Retail Environments
‘ New Store Formats & Store Experience
‘ Strategies for Integrating eCommerce & Brick and Mortar with the Shopper
‘ Category Reinvention & Retail Leadership
‘ In-Store Activation Strategies
‘ How do you Make Brands Relevant to the Shopper
‘ Mobile Shopping Innovation ‘ Measurement & ROI
‘ Big Data & Analytics
‘ Neuroscience Case Studies
‘ Best Practices for Loyalty Card Insights
‘ Shopper Segmentation Research
‘ Understanding the Mindset of the Always On Shopper
‘ Trends & Innovation Driving Shopper & Consumer Behavior
‘  Category Growth Strategies
‘ Collaboration Methods between Manufacturers & Retailers
‘ Aligning Shopper Marketing & Category Management Initiatives
‘ Strengthening Retail Partnerships
‘ Collaboration Practices for Category Growth
‘ Developing Global Capabilities in Emerging Markets
‘ Innovation in Private Brand & Brand Identity
‘ Integrating Traditional Research Around Categories, Brands and Shopper Insights

We are also happy to consider topics not listed here that you feel would add value and be appropriate. Corporate Practitioner Speakers receive FREE admission to the conference as well as any pre-conference activity such as workshops or symposium (a $4,000 value).

Sponsorship & Exhibiting Opportunities
What if I am not a corporate practitioner (from a client-side company) but still would like to participate? More than 70% of our content will be delivered by corporate practitioners from retail and manufacturing. If you are a consultant or solutions provider and wish to be a part of the program, please contact Jon Saxe, Senior Business Development Manager at jsaxe@iirusa.com or 646-895-7467. We will customize opportunities to fit your needs from speaking, branding, networking and/or exhibiting.

 How to Submit For proper consideration, please include the following information with your proposal:
‘ Proposed speaker name, job title, and company name
‘ Complete speaker contact information – address, telephone and e-mail
‘ Short biography of speaker (50-75 words max)
‘ JPG headshot photo, minimum 300 dpi
‘ Title of presentation (one line, benefit oriented)
‘ Short summary of content to be delivered (no more than 75 words), followed by three bullet points of what audience members can expect to “take away” from the presentation

 Tips/Guidelines to Consider
‘ Sessions are 30-45 minutes in length, inclusive of time for Q&A
‘ Preference will be given to proposals that clearly illustrate the full insights to activation process
‘ Commercialism and self-promotion from the podium is strictly prohibited. Your presentation will be reviewed by a Content Review Board prior to the event and should you self-promote during the session, you will not be invited to return as a speaker.
‘ The conference audience consists of brand-side researchers, brand-side marketers, retailers and vendors responsible for gathering, translating and actioning shopper-focused insights. Your proposal must present what’s new, hurdles to get there and how it can move the industry ahead.
‘ Travel and expenses are the responsibility of the speaker.
‘ If your proposal is accepted you agree that it has not and will not be presented at any other industry forum within one year. It is important that the content is fresh and not repurposed here or anywhere else. Due to the high volume of proposals we receive, not every submission is selected. We rely heavily on three components:
‘ Content matches interest of audience identified through research.
‘ Compelling topic that showcases something new and exciting. It must show how insights were leveraged to drive action/sales/loyalty.
‘ Speaker is able to provide details in the format of a case study or interactive session. This event is about sharing with members of your industry, so the speaker must be willing to showcase the “how-to” details.

Those selected will be notified no later than January 2013. Stay tuned for more details on the event website at www.ShopperInsightsEvent.com.

Create the Future, Don’t Follow It

As summer is quickly drawing to an end the Shopper Insights in Action International team wanted to send a quick reminder of two Shopper events you don’t want to miss!

Shopper Insights in Action International - Keynote Spotlight

America, Belgium and China: A Retail Marketing Perspective of Three Countries/Continents presented by Stephen Smith, Chief Marketing Officer, ASDA

The world is getting smaller by the day, habits and behaviours are converging, many brands are universal – yet every market is unique and proud. Stephen shares his experiences, thoughts and insights about the changing customer, the impact of country culture and the role and management of marketing across the world; having been a retail CMO in these three regions. See the Full Programme here

The 2012 International Shopper Insights In Action Event – Last Chance to Save ??300!

Real innovation comes from uncovering real insights. Understanding needs, purchasing behaviour and changing lifestyles of your consumers is critical to being able to deliver on their future needs. It requires the collaboration of the entire customer team – from insights creators to marketing folks to category management leaders.

100% focused on the collaboration to drive the action, The International Shopper Insights in Action Event experience brings together the right mix of stories and experiences offering a diversity of expertise:

‘ Uniting more than 35 countries and 300 attendees to explore, debate and respond to the evolving shopper ecosystem
‘ Content you can count on by the leading minds in shopper research, marketing and category management
‘ The right mix of keynote speakers offer you the growth and diversity you need to power the next great phase of shopper-marketing excellence
‘ 100% all new business cases, never repurposed or repeated
‘ The right people – 70% of our attendees are from FMCGs and mega retailers

The only thing that rivals the Shopper Insights in Action 2012 visionary keynotes, thought provoking speakers and jam-packed agenda is the networking. It’s where relationships are strengthened. See for yourself in this new and exclusive video below from The International Shopper Insights in Action event.

Download the programme to see the full speaker faculty and agenda details. Last Chance to Save ??300 ends this week – Register by This Friday, August 3rd, 2012.

Shopper Spotlight: For PepsiCo, India is a Land of Shoppertunities

This blog is co-posted with the Shopper360 Blog.

Shopper Insighter Podcast Interview Takes a Research Tour of India
By Marc Dresner, IIR USA

India’like many emerging markets’has been undergoing tremendous transition at retail.

‘The Indian market is actually at a very, very nascent stage where modern trade is concerned,’ said Sangeeta Gupta, Senior Consultant, Insights & Consumer Strategy for PepsiCo India.

‘The big challenge is how do you put all of the changes taking place together and actually foresee what the landscape of the modern trade industry is going to be’? added Gupta.

In this exclusive interview for the Shopper Insighter podcast series, Gupta discusses:
‘ The introduction of ‘choice’ at retail and how research into decision makng is being deployed to manage this major development
‘ The rise of ubiquitous mobile in India and its implications for the shopping experience
‘ Partnering, innovation and experimentation’

Listen to the interview!
Download a transcript!

At The Market Research Event 2012 this November, Pepsi will be on hand to share many of the aspects of their shopper research including Understanding Local Culture to Build Effective Research Strategies in International Markets: A Focus on Russia; The Next Evolution of Shopper Insights’Behavior Design; Show Me the Money: The Role Psychology & Understanding Emotions Play in Shopper Store and Product Selection; The Art of Storytelling: Getting Traction and Action and more.  For more on Pepsi’s presence at The Market Research Event, download the agenda here.  If you’d like to join Pepsi at TMRE, register to join us today and mention code TMRE12BLOG to save 15% off the standard rate!

Editor’s note: Sangeeta Gupta will be delivering a presentation titled: ‘The Five Cs of the Bazaar in Modern Retail: Context, Conversation, Comfort, Celebration and Culture’ at the 12th Annual Shopper Insights in Action Conference taking place July 18-20 in Chicago.

ABOUT THE AUTHOR/INTERVIEWER
Marc Dresner is IIR USA’s senior editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

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