Tag Archives: Marketing and Advertising

Research & Branding Join Forces

When you think of a brand does research as a part of the
brand typically come to mind? Well in HSN’s world it does (formerly Home
Shopping Network).

Elizabeth Merrick, Senior Customer Insights Manager of HSN and Katy Mallios,
Consumer Insights & Intelligence Consultant of Spych Market Analytics, gave
an amazing presentation at The Future of Consumer Intelligence Conference
2014 entitled, “Customer Insights as a Brand Engagement Tool.

In essence HSN considers market research as an opportunity
to personally engage with their customers in a very customized and tailored way
that acts as another touch point of the overall customer experience. 
Sometimes,
Consumer Insights departments almost act as a barricade between the brand and
the customer. HSN seems to have found a happy medium between the two. Herrick
explains, “We are no longer researchers but brand facilitators. We want
our core customers to participate and contribute to our brand, not just consume
it.”
In fact, members of  their research community have
become so engaged with the brand that they willingly receive exclusive
non-monetary incentives to engage with the HSN brand instead of monetary
incentives. How would you like to have a birthday party with Wolfgang Puck as
an incentive? Well, one of the HSN Insiders did LIVE on the air. The result, an
extremely engaged research community that strengthens the research, the 
brand and the overall customer experience. (By the way, the HSN Insiders formed
their own Facebook group. Has your company’s research community formed theirs?)

MrChrisRuby is
an award-winning expert Marketing Research & Consumer Insights Executive
who has consulted with several Fortune 500 companies. He is passionate about
augmenting product development, the customer experience & corporate
revenue. Follow MrChrisRuby on Twitter @MrChrisRuby,
email him at mrchrisruby@gmail.com or
read The Market
Research Insider
 blog. 

How NASCAR is Using Social Media to Enhance the Fan Experience – Complimentary Web Seminar

In association with HP Autonomy, The Institute for International Research invites you to join us for a one hour complimentary web seminar, ‘Driving on the Winning Track with Innovative Customer Engagement: How NASCAR is Using Social Media to Deliver a Dynamic and Engaging Fan Experience.’

The web seminar is taking place Tuesday, April 29th from 1:00 ‘ 2:00 PM (ET)
Presenters include:
Sean Doherty, Director of Digital and Social Media Engagement, NASCAR
Daniel Burke, VP of Multichannel Analytics, HP Autonomy
Reserve your webinar seat now at: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw
Please mention priority code: 00UWKCE0D
The rapid explosion of social networks and other media outlets has made it very difficult for marketers to monitor, understand and address all that’s being said about their products and services. And this data is becoming so important, as it contains customer insight and growth opportunities that have yet to be identified.

Join us on this webcast and learn how NASCAR, the sanctioning organization for stock car racing, is using its innovative Fan & Media Engagement Center to easily gather, analyze and leverage social and traditional media content to enhance the fan experience and drive revenue growth.

This webcast will be recorded if you can’t attend the live session. Please register and we’ll send you a link to the recording.

Learn how NASCAR is using its state-of-the-art interactive Fan & Media Engagement Center to:

  • Monitor all forms of media including social and traditional networks
  • Extract meaning and sentiment from all types of social media
  • Discover and act upon emerging trends and opportunities
  • Deliver a more targeted and engaging fan experience
  • Respond quickly to issues and repair damage

Don’t miss this presentation! Register now: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw

How NASCAR is Using Social Media to Enhance the Fan Experience – Complimentary Web Seminar

In association with HP Autonomy, The Institute for International Research invites you to join us for a one hour complimentary web seminar, ‘Driving on the Winning Track with Innovative Customer Engagement: How NASCAR is Using Social Media to Deliver a Dynamic and Engaging Fan Experience.’
The web seminar is taking place Tuesday, April 29th from 1:00 ‘ 2:00 PM (ET)
Presenters include:
Sean Doherty, Director of Digital and Social Media Engagement, NASCAR
Daniel Burke, VP of Multichannel Analytics, HP Autonomy
Reserve your webinar seat now at: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw
Please mention priority code: 00UWKCE0D
The rapid explosion of social networks and other media outlets has made it very difficult for marketers to monitor, understand and address all that’s being said about their products and services. And this data is becoming so important, as it contains customer insight and growth opportunities that have yet to be identified.

Join us on this webcast and learn how NASCAR, the sanctioning organization for stock car racing, is using its innovative Fan & Media Engagement Center to easily gather, analyze and leverage social and traditional media content to enhance the fan experience and drive revenue growth.

This webcast will be recorded if you can’t attend the live session. Please register and we’ll send you a link to the recording.

Learn how NASCAR is using its state-of-the-art interactive Fan & Media Engagement Center to:

  • Monitor all forms of media including social and traditional networks
  • Extract meaning and sentiment from all types of social media
  • Discover and act upon emerging trends and opportunities
  • Deliver a more targeted and engaging fan experience
  • Respond quickly to issues and repair damage

Don’t miss this presentation! Register now: https://cc.readytalk.com/cc/s/registrations/new?cid=e76dxuo7mwrw

The Most Memorable Product Launches of 2013 Connect Emotionally with Consumers

A recent survey ‘Most
Memorable New Product Launch,’
conducted by Sentient Decision Science and
Schneider Associates, shows marketers and brand strategists just how important
it is to connect consumers emotionally to a
product.
The 2013 MMNPL survey used cutting edge research
methodologies to measure emotional connections between consumers and products.
The top 10 products that ranked highest over their competitors have consumers
more likely to purchase products that evoke a positive emotional connection.
‘As marketers we’ve always known that emotion is key to
moving consumer behavior. What is different today is that we now have
neuromarketing research techniques that can quantify the degree of emotion
consumers are feeling,” said Chief Behavioral Scientist at Sentient
Decision Science, Aaron Reid, in a statement.
The highest ranked product launches in the 2013 MMNPL survey
are Windows 8 (1), Twinkies (2), iPhone 5C (3), Taco Bell Doritos Locos Tacos
Cool Ranch (4), Wendy’s Pretzel Bacon Cheeseburger (4), Burger King Satisfries
(4), iPad Mini (5), Microsoft Surface (6), Vaseline Spray & Go Moisturizer
(7), McDonald’s Steak, Egg & Cheese Bagel (8), 2013 Dodge Dart (9),
Nintendo 2DS (10), and 2013 Toyota Corolla (10). 
This research validates the link between emotions and memory
for successful product launch marketing. The findings are also significant
because each year of the survey’s 12-year history has continued to emphasize
the difficulty consumers have in recalling products (55% couldn’t name a single
new product in 2013, an improvement from 67% in the election year of 2012).
Other findings include:
  • Among grocery products, the re-launch of Twinkies
    ranked the highest in terms of awareness and purchase
    conversion, indicative of the emotional response consumers experienced
    when the product disappeared from shelves.
  • Wendy’s, Taco Bell, and Burger King are in a dead
    heat when it comes to awareness. But, the new Doritos Locos Taco had
    a higher conversion rate than either of its competitors.
  • Gender differences are disappearing when it comes to
    recalling new products. There no longer statistical difference between men and
    women, compared with an 11 percent difference two years ago.
  • Recognition for products is generally much higher than
    actual purchase conversion. Only Windows 8 showed a notable conversion
    rate (15%) compared with the next top tech product, the iPhone 5C (4%).
  • Awareness of products increases among consumers citing more
    media sources of information: 71 percent of those who processed six or more
    sources recalled a new product, compared with 55 percent on average.

‘This year we used Sentient Prime implicit research
technology to measure the automatic gut reaction of consumers. The results were
striking. There is nearly a one-to-one relationship between the emotional
associations with a new product and its degree of memorability in the
marketplace,’ commented Reid.
This spring, The Future of
Consumer Intelligence 2014
will explore this very topic of the emerging
role of decision science and the convergence of knowledge points – insights,
foresights, social science, marketing science and intelligence with technology
as a central driving force and profound connector.
Right now, it’s about connecting ideas to data to culture to
the future of your business and this, is the real data revolution. This year
represents the year of the multi-dimensional marketplace, and just as the
market researcher’s role evolves, so does our third annual event. FOCI is a
gathering of the “consumer culture” collective exploring common
ground across roles and industries for translating behavioral information into
business opportunity.  We hope to see you there!
Join us at FOCI 2014
in May. To register, click here: 
http://bit.ly/1k7Tnr5

About the Author: Amanda
Ciccatelli, Social Media Strategist of the 
Marketing Division at IIR USA, has a background in digital and print
journalism, covering a variety of topics in business strategy, marketing, and
technology. Amanda is the Editor at Large for several of IIR’s blogs
including 
Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business
Analysts
. She previously worked
at Technology Marketing Corporation as a Web Editor where she covered breaking
news and feature stories in the technology industry. She can be reached
at aciccatelli@iirusa.com. Follow her at @AmandaCicc.   

Live from #MediaInsight: Women + Mobile: The Unbreakable Bond

Caryn Klein, VP, Research & Insights, TIME INC.

There is an incredibly strong relationship between women and their mobile devices today.  88% of women say that their mobile device “keeps me in-the-know.”  It’s truly an addiction for many women, more so than is the case with men.  

Down time becomes now time – texting, social media, and online shopping have filled the gaps for women and essentially eliminated any down time that previously existed.  

Pinterest and Instagram have become vehicles for personal expression and inspiration.  

Online shopping has become a game for many women.  She’s looking for coupons, making shopping lists, doing her research – and it’s NOT work for her.  

Rules of engagement for women and ads:

1. Ask her permission
2. Share her interests
3. Look your best
4. Engage her in conversation: ads should be a two-way interaction – a relationship

Rewarding women for interacting with ads is huge – if you can make her a part of the message, you can break through.

Key insights:

1. It’s an unbreakable bond between women and devices – don’t butt in, but make content relevant and real

2. Down time becomes now time.  There’s more opportunity to reach women, but consider when, where, and how

3. Amplifying her voice.  She’s creating her own brand image, and can be an ambassador for yours

4. She’s using her device through every step of mobile shopping.  Knowing when, where, and how can make all the difference to your marketing strategy 

5. Mobile ads are tricky – don’t intrude, but do bring her into the conversation.  

ABOUT THE AUTHOR

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

Jack Honomichl, In Memoriam

We were saddened to hear about the loss of a member of the TMRE family, Jack Honomichl.

We were privileged to have had Jack grace the stage as the first visionary keynote at The Market Research Event over a decade ago. In 2004, he helped us kick off what would become our flagship event by sharing the highlights of his book, “The Market Research Industry…An Old Order Crumbles, a New Vision Takes Shape.”

The House that Jack Built

We paid homage to Jack in 2010, in a trip down memory lane, “If you look to the right, we’re now passing the house that Jack built. Jack Honomichl, the man with the list. It’s been remodeled so many times that I barely recognize ithere.

Jack Honomichl was a respected and significant member of the research community and his influence will continue to live on.

He will truly be missed.

Live from #TMRE13: Exploring Brand Affinity Across Hispanic and Gen Pop Generations

Brenda Hurley, Senior Vice President and Erin Barber, Vice President Online Immersion, at C+R Research spoke today about Exploring Brand Affinity Across Hispanic and Gen Pop Generations: Stretching Online Panels and Communities at The Market Research Event.

Mobile isn’t just for Millenials, even Boomers enjoyed using their mobile diaries methodology. Across ethnicities, everyone was more immersed in the mobile diaries. Mobile shopping was less popular with Boomers.

Fabuloso All Purpose Cleaner 169 fl oz
 (Photo: David Guo’s Master)

They expected generational gaps in brand loyalty in various product categories inn cleaners, coffee, frozen foods. What they found is that its less about generation and more about he product itself.

Price is important to everyone as is quality and brand trust. For Millenials, price is important but also variety of products and a variety of uses, they appreciate the versatility of a product.

Boomers meanwhile rely on their experience and stay with the tried and true.Items that they have a nostalgic affinity to or that their kids grew up with.

Hispanics are generally more loyal to brands than other population segments but interestingly African Americans are more brand loyal when it comes to the coffee category.

(Photo: Wikipedia)

Hispanics aren’t afraid of commitment, they stick with a brand they like and trust because they feel obligated to that relationship and pride at using this product.

What was noted was that Hispanic brands were also used and favored by non-Hispanics and that affinity was crossing lines.

Coffee loyalty is often driven by nostalgia, across generations too, breaking barriers because it’s a product driven by the power of family tradition and history.

“Mom” is the loyalty driver. The apple doesn’t fall far from the tree, if you grew up with it more likely than not, you will use it to until you are given a reason not to.

ABOUT THE AUTHOR

  Valerie RussoFormerly a senior copy editor at Thomson Reuters, a research editor at AOL,  and a senior web publicist at Hachette Book GroupValerie M. Russo is editor at large of The Front End of Innovation BlogThe Market Research Event BlogThe World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.

Insights Department Looks to Automation to Insure Success

Insurance Co Research Head Talks Technology and Retirement

By Marc Dresner, IIR
Ask JoAnna Carey what researchers need to think about these days and she’ll tell you two words whose relationship may not be immediately apparent: technology and retirement.
The latter is not intended to be a suggestion, by the way, although Carey, who heads up the research function as marketing development manager at Foremost Insurance (a member of the Farmers Insurance Group of Companies) is a big believer in automatingresearch to the extent possible.

JoAnna Carey
Carey notes that a significant chunk of the general workforce (roughly 20% according to some sources) will retire within the next five years. Certainly the research profession will not be an exception.
‘We need to use these transitional years to learn as much as we can from our more experienced colleagues while there is still time to proactively apply what we learn,’ Carey told The Research Insighter.
‘These drastic changes to our workforce will create a rare opportunity for all of us to review, revise and automate our current processes,’ she added.
In this interview with The Research Insighter podcast series, Carey discusses why automation through enabling technology is a key component in her strategy’
Listen to the podcast! http://bit.ly/16fIfh1 

Download the transcript! http://bit.ly/1cta2PC 

Editor’s note: JoAnna Carey will present ‘Breathing New Life into Old Data: Automating your Archives’ at The Market Research Event 2013 taking place October 21-23 in Nashville, TN.
For information or to register, please visit: http://bit.ly/1gkisOA

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

Cracking the Non-Conscious Code a Virtual Reality

Researchers Apply VR to Help Unlock the Unconscious in Consumer Decision Making


By Marc Dresner, IIR


Say you’re in a warehouse on a platform suspended 60 feet above a cold,
hard concrete floor.

A ‘friend’ dares you to traverse a narrow catwalk’no railings’to
the other side of the warehouse.

Are you up to the challenge?

I’m not generally afraid of heights, but I don’t have a
deathwish, either.

But what if you knew
that this was all an illusion’albeit a very realistic one’and that you were actually
in an office with your feet planted firmly on plush carpeting?

You’d take the dare, then, right?

Perhaps not.

According to Leiberman Research Worldwide CEO Dave Sachman,
that first step is still a doozy.
Dave Sachman
That’s because virtual reality (VR) technology today can
create simulations that feel so authentic that subjects have difficulty overriding
their intrinsic impulses with logic and reason.

Ergo, Sachman says when he first put on virtual reality
goggles to tackle ‘the pit’ exercise he froze.

‘It allowed me
to understand how smart people’no matter how well they know the situation and
no matter how hard they try’they can’t stop their non-conscious from taking
over their mind,’ Sachman said.

The experience led Sachman to
the intriguing notion that this technology might be thus applied by consumer
researchers to get at that unconscious real estate in our heads purportedly responsible
for the lion’s share of decisions.
  
Indeed, applying virtual
reality’LRW has trademarked ‘Applied VR”in pursuit of the Holy Grail of
insights is precisely what Sachman, his colleagues and their partners at the
Pragmatic Brain Science Institute (co-founded by Sachman) have been working on.

In this interview with The
Research Insighter podcast series, Sachman discusses what they’ve been up to,
how it works and why VR is not just another shiny new toy for researchers to
play with.

Editor’s note: Experience ‘The Pit’ for yourself in LRW’s virtual reality lab at The Market Research Event 2013 taking place October 21-23 in Nashville, TN.
For information or to register, please visit TheMarketResearchEvent.com.

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 marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.