Tag Archives: Google

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
Street
.
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
responses
 ‘ 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
event
, 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.

Whole Brain Thinking: The New Insights Mindset

By: Steve August
In the September 2016 issue of Harvard Business Review, there is a remarkable article titled
‘Building and Insights Engine.’ Its three co-authors, Frank van den Driest of
Kantar Vermeer, Stan Sthanunathan, and Keith Weed of Unilever, describe how the
results of a research study with over 350 businesses and nearly 10,000
practitioners show that the highest performing companies put the customer at
the center of their activities through an a dynamic insights and analytics
function.
But what was even more fascinating, was how the the authors
laid out a blueprint for the optimal characteristics of what they term an
‘insights engine.’  

Ten Characteristics of an Effective Insights
Engine

According to the authors, the blueprint for an effective
insights engine consists of ten characteristics: seven operational
characteristics and three people characteristics. The seven operational characteristics
are:

‘    
Data synthesis (ability to connect disparate data)
‘    
Independence
‘    
Integrated planning
‘    
Collaboration
‘    
Experimentation
‘    
Forward looking orientation
‘    
Affinity for action
The critical people characteristics as:
‘    
Whole-brain mindset
‘    
Business focus
‘    
Storytelling
It is easy to look to focus on the seven operational
characteristics, but actually it is first of the three people characteristics
that is especially important – as it underpins all of the other operational
aspects. As the authors state, ‘Whole-brain
thinking is at the core of the insights engine.’  
This is an extraordinarily important point. Historically,
insights teams are organized with left-brain quant and analytics people working
separately from the creative right-brain qualitative team members. However, the
research showed that a differentiating attribute of the high performing
organizations was their ability to integrated the two types of thinking: 71%
for the high performing organizations versus 42% for the underperforming ones.
In a sense, one of the key underpinnings of a successful organization is how
well its people can draw on both right and left brain thinking. Or to put it
another way, the degree in which an organization can have a whole-brain mindset
can very well determine how successful a company will be.
These findings send an important message to the insights
industry. So often quant and qual efforts work in parallel or in sequence, but
not truly together. We often treat our analytical thinking and our creative and
storytelling thinking as two separate efforts, when more than ever they need to
be truly integrated. We need to be able to make connections between what we
find in the voluminous amounts of data at our disposal and the first hand
observations of the ground truth of people’s behaviors – and then collaborate
with our stakeholders translate what we learn into compelling stories that
drive action.
Van den Driest, Sthanunathan, Weed summed it up brilliantly
at the close of their article:
Having troves of data
is of little value in and of itself. What increasingly separates the winners
from the losers is the ability to transform data into insights about consumers’
motivations and to turn those insights into strategy.’
The authors showed that a truly effective insights function
is as much about how people think as is it about operational capacity. It is
time for the insights industry to embrace whole-brain thinking.  
About the Author: Steve
August is the CMO of FocusVision, the global leader in market research
technology. A pioneer in online qualitative research, Steve created Revelation,
the industry leading platform for mobile diaries, insight communities and
bulletin boards. Apart from speaking and hosting an array of conferences, he is
fascinated with design, technology and smart methodology’and how they can be
fused to get to the heart of everyday moments that reveal people’s emotions and
behaviors.

Top 10 Trends Impacting the Future of Insights & Innovation

In the world of insights and innovation, trends are
impacting the way we understand our customers, cultivate relationships with
customers, improve products, create new products, and build business in a very
big way.
This year at KNect365′s Insights, Marketing and Innovation
Division, we have an amazing lineup of conferences that will help you inspire
new thinking and drive your business forward.
Here are the key trends we think you need to stay on top of:
Leadership
Conscious Leadership
John Mackey, Co-Founder and Co-CEO, Whole Foods Market,
Best-Selling Author, Conscious Capitalism:
Liberating the Heroic Spirit of Business
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Storytelling
Directing the Story (with a Little Help from Aladdin,
Fantasia, Pocahontas & Piglet)
Francis Glebas, Author: The Animators Eye and Directing the
Story, Director, Storyboard and Visual Development Artist, Disney, Dreamworks
Animation
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Millennials
Deciphering Generations X, Y and V: How to Understand Next
Generations and their Trends for guaranteed reach.
Jane Buckingham, Founder and CEO, Trendera, bestselling
author
Find this session at Marketing Analytics & Data Science
June 8-10: http://bit.ly/1ssK1gf
OmniChannel
Google’s Evolving Toolset for Omnichannel Measurement
Matt Seitz, Google
Find this session at OmniShopper July 11-13: http://bit.ly/1Xmsdiu
Technology
Technologies to Watch Out for and Their Impact
Gary Shapiro, Consumer Technology Association
Find this session at Foresight & Trends September 27-29:
http://bit.ly/1XmrMVw
Big Data
Big Data and Deep Analytics: The Industries of the Future
Alec Ross, New York Times Best-Selling Author, The
Industries of the Future, Former Senior Advisor for Technology and Innovation
at the State Department
Find this session at TMRE October 18-20: http://bit.ly/25cgoRY
Empathy
Evolving Celebrations ‘ Getting to the Heart of the Consumer
Carol Miller and Andrea Navratil, America Greetings
Find this session at Marketing Analytics & Data Science
June 8-10: http://bit.ly/1ssK1gf
Agile
How Logitech Gained Valuable Agile Shopper Insights
Betsy Aristud, Logitech
Find this session at OmniShopper July 11-13: http://bit.ly/1Xmsdiu
Culture
Conscious Leadership
John Mackey, Co-Founder and Co-CEO, Whole Foods Market,
Best-Selling Author, Conscious Capitalism: Liberating the Heroic Spirit of
Business
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Intrapreneurship
Entrepreneurship & the Future of Food
Manoj Fenelon,
PepsiCo
Find this session at Foresight & Trends September 27-29:
http://bit.ly/1XmrMVw
We hope you join us
at one of our conferences so you can activate these trends and drive your business
forward in the future!
Learn more about
Marketing Analytics & Data Science:
http://bit.ly/1ssK1gf Use code MADS16BL for $100 off the current
rate.

Learn more about Foresight & Trends:
http://bit.ly/1XmrMVw Use code FT16BL for $100 off the current
rate.
Learn more about
OmniShopper:
http://bit.ly/1Xmsdiu
Use code OMNI16BL for $100 off the current rate.
Learn more about The
Market Research Event (TMRE):
http://bit.ly/25cgoRY Use code TMRE16BL for $100 off the current
rate.
Cheers,

The Insights, Marketing, and Innovation Team at KNect365

This Week In Market Research: 11/30/15 – 12/4/15

According to a study put out by Texas A&M University, executives are more willing to take a significant pay cut working for a top firm rather than having a greater salary at a mid-range company. This week, Fast Company wrote a piece detailing 5 reasons why these individuals choose the top brands over higher pay. The first listed among the others, is that working for a top company boosts personal identity. In this sense, where you work becomes your self-identity and by working for a top company, your self-identity gets a boost. Secondly, an obvious point, is that working for a top company offers prestige. Clearly being able to claim you work for a company like Apple give an individual a bit more status. The third reason they argue, is that it sends signals about quality. ‘In addition to paying less, the study found that top brands also attracted CEOs of higher quality, based on their experience, board appointments, and other factors.’ The article ends by claiming that working for a top company can trump a long list of experience and affect your salary in the long run. What do you guys think? I’m inclined to agree with most the points made, although I do believe there is much to be said about gaining experience from various organizations and becoming well-rounded. 





An article posted on Fast Company this week details allegations against Google on the premise of illegal data collection on young students. The group filing the complaint to the Federal Trade Commission, goes by the name ‘The Electronic Frontier Foundation’ (EFF). According to EEF, ”Despite publicly promising not to, Google mines students’ browsing data and other information, and uses it for the company’s own purposes.” Additionally the group harshly criticized Google by stating that minors should not be treated as ‘guinea pigs.’ They continued their criticism in saying that ‘If Google wants to use students’ data to ‘improve google products,’ then it needs to get express consent from parents.” In response to the allegations, Google has stated that it ‘will disable the setting on school Chromebooks that allow Chrome Sync data to be shared in the near future.’ This is definitely an interesting case with respect to market research and what can cross the line ethically. As always, I encourage individuals to read the article here and comment on what you think.  
Did you know that females are still the largest buyers of pop music? According to an article on Forbes this week, women continue to make up the majority demographic for consumers of pop music. ‘What do Adele, Taylor Swift, Ed Sheeran and Sam Smith have in common? Most of the buyers of their albums are female, according to an article by Hannah Karp in the Wall Street Journal based on data from a number of market research firms.’ The article points out that, while this may come as no surprise, the ability to have an understanding on an artist’s fan base corresponds nicely with the ‘conventional industry wisdom.’ According to the article, a Nielsen study also found that the majority of Adele’s fan base are females between the ages of 25-44 years old with children. This was an interesting statistic to me because I would have assumed this number to include more of the demographic that we call ‘tweens.’ Regardless of the stats, I found this article extremely interesting in its explanation of how market research is being used within the music industry.




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

This Week In Market Research: 8/24/15 – 8/28/15

Crowdfunding is celebrated most for being the ‘grand democratization of finance,’ simply meaning it stands out from the bureaucracy of the traditional fundraising paths. However, an article on Entrepreneur this week discussed the shockingly close correlation between the recent Wall Street dip in markets and crowdfunding. The argument goes, that due to the frightening plunge by the Dow Jones, peers who would normally invest in startups on websites like Kickstarter, may not be so free with their money now. ‘After all, watching the Dow dive off a cliff doesn’t do much for consumer nerves. And investing in the next creative, neat gadget on Kickstarter falls into the category of discretionary spending that is first to go when a person is feeling anxious about his financial life.’ The point makes sense due to previous market research which shows that people are more frugal with their money when markets aren’t doing so well. Experts like Anindya Ghose, professor at NYU’s Stern School of Business, also believe that this decline in value is the beginning of a three year bear market. What do you think?

‘Have I mastered social media’? If you’re working in the marketing field, specifically the digital marketing field, you’ve probably asked yourself this question over and over again. The truth is, social media can have a profound effect on your professional life, and learning how to harness this power is essential to any well-crafted digital marketer. This week Fast Company released a very informative video that essentially breaks down certain social media habits and myths and shares the best practices of social media that will result in an overall success for your business. A few of these things include, posting a Facebook post during lunch hours when social activity is heightened as well as following many people on twitter. In other words, focusing only on people who have 500 followers or more is not necessarily beneficial as, research shows these individuals are less likely to retweet and engage anyway. I highly recommend this video to anyone looking to learn more about the best practices of social media and the reasons behind these guidelines. 

This week Fast Company wrote an article about 8 different ways to improve your focus. Many of these tactics are simple and, if done properly, effective. However, there were a few on the list that I had trouble seeing value. Let’s see what you think! Among the 8 listed, the author lists grabbing some coffee and doodling. The reason behind coffee are ”morning coffee doesn’t just help you wake up; it helps you focus on the day. If you need an attention booster in the afternoon, a coffee shop run might do the trick. In a study published in the Journal of Alzheimer’s Disease, French physiologist Astrid Nehlig identifies a connection between caffeine and cognition.’ I remain skeptical that coffee is something humans should rely on to be focused. In the reasons for doodling, the author cites a study from the University of Plymouth in England that claims doodling aids cognitive performance. This one I can be convinced upon further evidence, but what do you think?
Want to work for Google? Well you might just have the chance if you search the right keywords. In an article on entrepreneur this week, the author reveals that Google actually has a sneaky way of hiring some of its employees. It works like this. A random person could put something into a google search, (usually just genuinely hoping for that particular search) and then be directed to page that says ‘You’re speaking our language, up for a challenge’? This was the case for Yale educated mathematician Max Rosett. As the article explains, Rosett searched ”python lambda function list comprehension” and was taken to a page with a box that said, ”You’re speaking our Language. Up for a challenge”? From there Rosett took multiple puzzle quizzes and tests that finally landed him an interview with the organization. This is certainly in interesting tactic for recruiting and gathering a decent amount of research before viewing a candidate’s resume. Well done, Google. Can’t say I expected anything less.
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 

Influencing Influentials: Understanding Today’s Influential Consumers and How to Put Them to Work for You

By: Gina Joseph, Communications
Manager, inContext Solutions
It would be hard to find anyone who hasn’t used, much less
heard of, Groupon. The company has become a household name, and not simply
because of its vast daily deals. As Eric Rasmussen, VP of market research at
Groupon, put it: ‘It’s the first website people go to when they are looking for
an experience.’
That experience factor, paired with its huge fan base of influential,
makes it the perfect case study for the impact of word of mouth and the
marketplace.
In their OmniShopper 2015 Conference track session,
Rasmussen and GfK VP of Consumer Trends Jon Berry, shared their insights into
the role of influence when it comes to purchase decisions. With big data
research from GfK, Groupon started to understand the dynamics of what
influenced these influential advocates.
In the digital age,
influence is more important than ever

We live in a word-of-mouth world. Twenty-six percent of
purchases are induced by social media, and influencers have twice the social
media reach. What’s more, these influential aren’t purchasing and advocating
simply because of the deals they are getting; the deal was simply the motivator.
The experience was what these advocates were seeking out and sharing with their
networks. The key, Rasmussen said, was to make sure your company is offering
the kind of experience that advocates will want to try and share with others.
Influence is
increasingly happening at the point of experience (PoE)

Sharing happens in the moment. And influence is getting even
quicker. In fact, 81 percent of influential are sharing via social media, a much
higher rate than non-influential. What’s more, it’s now mobile, with influential
using smartphones or tablets while shopping and advocating.
What’s your
discoverable moment?
Finally, it’s important for companies and brands to find
their own ‘discoverable moment.’ How can you create an experience that will
make advocates want to share, and then position it in a way that makes it easy
for them to do so? ‘It’s not the technology that makes people influencers,’
Rasmussen said. ‘It’s in their DNA.’ Find those people and give them a reason
to act.  

This Week In Market Research: 7/13/15 – 7/17/15

Knowing your consumer is the biggest name of the game for
most companies. So if your employees demographics make up a large percentage of
your consumer base, why not conduct market research internally? This is what
Poshmark, a mobile marketplace for fashion organization, did in giving each employ (over 85 people) apple watches. Around 70% of Pochmark employees are
made up of women who love to shop, according to the founder.  In lieu of launching the Poshmark app, the
move to provide employees with apple watches was motivated by the desire to
gain insight into how women interacted with the new app. After giving the women
time to play around with the app, the results very extremely valuable. Among
many other behaviors noted, the women were extremely happy with the way the app
gave real-time notifications but some individuals were not as drawn to the
amount of images displayed; which could pose an issue for a fashion app that is
driven by images. In general the research was highly educational and showcases
a unique opportunity to conduct market research within the office. 

This week, Google released that it is testing a new feature
that will let consumers purchase products through advertisements. The function,
labeled ‘Purchases on Google’ will allow people using smartphones to ‘click
select search ads to visit retailer-branded product pages hosted by google.’
Going up against competition from companies like Amazon, Google is beginning to
invest in ways that attract the mobile shopper. ‘Thanks to smartphones,
shopping now happens anytime and anywhere,’ a spokesperson from the company
stated. It will be interesting to see where this function takes off from here
and how users will interact with it. 

You’ve seen it everywhere on Facebook: ‘Win free Chipotle
for a year!!’ Like who doesn’t want free Mexican fast food for the next year!?
So why is this irresistibly delicious fact food chain offering free chipotle
for a year and what do they want in return? Well, as it turns out, Chiptotle
just released its own app called, ‘Friend or Faux.’ In order to build more of
an awareness and audience on the app they’re offering a buy one get one free
coupon for anyone who plays the game. On top of that, 50 fortunate players will
be randomly selected to win free chipotle for themselves and a friend for an
entire year. In order to increase your chances of winning, each participant is
encouraged to tweet about ‘Friend or Faux.’ Essentially the game is another way
to highlight that Chipotle tops any other traditional fast food chain as far as
health goes. This campaign carries a brilliant strategy in order to gain more
app attention while also building up the reputation and brand of Chipotle.  

 

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 
 

This Week In Market Research: 5/18/15 – 5/22/15

Without Good Analysis, Big Data Is Just A Trash Dump: Making sense of nonsense

Dear Madison Avenue: Set my data scientists free

Creating Smarter Cities: How big data and the internet of things are doing just that

Three Best Practices For Executing On Big Data Strategy

Virtual Reality Is Changing Storytelling, Modern Medicine: Weighing in on how the tech will change

How To Choose The Best Marketing Toolkit For Your Budget: Increasing your ROI while staying within your budget

You Have Died of Dysentery: The Oregon Trail Generation, life before and after mainstream tech

Patagonia’s Anti-Growth Strategy: The company is seeing double digit growth with this strategy

Google Says New Store Data Help Mobile Ads: Better links between mobile ads and retail purchases

Standing Out With User Experience and Creative Affiliation: Rich media, or smart banner types, are essential to become successful

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

 

Keep Up with Disruption or Risk Being Left Behind

Disruption within business is ruthless in its endless
pursuit of new innovation; it continues to
change the way in which consumers are evolving in terms of how they communicate
and connect with businesses and each other. Companies are continuously faced with
a dilemma: should they continue with what they are already doing, try and react
and adapt to the changes, or try to get ahead of the oncoming disruptions.
In my personal opinion, no company should try and stick with
their original game plan. Technology is moving so fast and affecting society in
such a way that no matter how successful a plan was before, it will no longer
be relevant to the change in consumer behavior. Keeping up with consumer
interests and behavior is now a must for companies in this Darwinistic keep up
or fall behind era.
A company that has capitalized on the current interest in
consumer insights is Quester who spoke to us at TMRE 2014. They spotted
that the internet would change consumer behaviors and being able to provide
clients with the changes in these behaviors would give them a competitive edge.
The company has created a way of utilizing artificial intelligence in order to
interview consumers. The outcomes would be analyzed and used to explain
abstract data and give more in depth market research.
The interviews are kept as simple as possible and are sent
out to a huge selection of consumers. The answers are analyzed for trends and
subtle nuances that can give insights into deeper behavioral traits of the
participants. What customers say and how they say it is vitally important in
getting ahead in terms of understanding the market and consumer insights. In a
social media driven age where 75% of the world’s population are using social
media, consumers are taking to these platforms to express their opinions. These
opinions often can be influential for other consumers when making future
purchases.
Real time technologies in an age where people are more
interconnected means that tracking up to date trends will be the key to
consumer insights. Facebook recently announced its plan to make its messenger
service a platform to let consumers interact in a more seamless way with
businesses, thus creating real time interaction and a more personalized
experience for customers.
Customers today expect far more from businesses than a
decade ago. The companies that understand the expectations and behavior of
their target groups will be able to engage with them in a more personalized
fashion. By getting ahead of disruptions and keeping up to date with the
different platforms and influences of consumers will ultimately keep customer
loyalty and interest. The rewards for businesses that can evolve and adapt to
the constant barrage of disruptive technology will ultimately overshadow their
competitors who may fall into the graveyard of those who have stuck by
traditional approaches.

Check out the full
TMRE 2014 interview with Quester here:


Want more on
disruptive new technologies and methodologies that are collecting deeper
insights? Attend InsighTech taking place this May in San Francisco. Learn more
about the event here: http://bit.ly/1bQLzIT

About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com

Uncover Google’s Impact on Market Research at InsighTech

“The biggest disrupting factor in market research is the emergence of behavioral data.” – Joris Merks-Benjaminsen, Head of Digital Transformation, Google
Will behavioral data replace the need for ‘classical’ questionnaire based research? Or for qualitative research? According to a recent interview with Joris Merks-Benjaminsen, Head of Digital Transformation at Google, behavioral data is good at uncovering the ‘what’, but not so good at delivering the ‘why’. It’s a combination of the more traditional quantitative and qualitative data sets, blended with behavioral data that delivers deeper insights into consumers.
Click here to read InsighTech’s exclusive interview with Joris: http://bit.ly/1Bpb09r
As researchers, we know that traditional research methodologies alone are not enough. But how can these new methodologies and technologies be successfully implemented into your existing processes? Joris will share during his keynote Digital Transformation for Data Driven Professionals at InsighTech, taking place May 4-6th in San Francisco.
Innovations in Research Methodology & Technology
May 4-6, 2015
Intercontinental
San Francisco, CA
Click here for more on Joris’s participation at InsighTech: http://bit.ly/1EVLsmf
Mention code TECH15LII & Save $100 off the current rate. Register today: http://bit.ly/1EVLsmf
We hope to see you in San Francisco!
Cheers,
The InsighTech Team
@TMRE
#InsighTech15
Themarketresearcheventblog.iirusa.com