Tag Archives: millennials

Q&A with Nielsen’s Chief Research Officer Mainak Mazumbar

In our Insights Interview series, we sit down with insights
executives to discuss the state of insights and where it’s going in the future.
We were fortunate to catch up with Nielsen’s Chief Research Officer Mainak
Mazumbar recently.
Here’s what he had to say:
What is the state of
the media research industry in 2017?
Mazumbar: Acceleration
of fragmentation and digitization of media will continue to create unique
opportunities for the media research industry. 2017 is the year when media
research will deliver massive measurement innovation by incorporating various
data (e.g. mobile devices, set top boxes, over the top, location etc) into the
current measurement methodologies in ways no one ever has before.
What have been the
biggest changes in the industry since you started your career’?
Mazumbar: Decline
in consumer participation in surveys and rapid adoption of mobile devices have
posed methodological and measurement challenges. Researchers have much better
insights into media behavior than before because of digital data. New open
source tools and cloud now allows researcher to deliver measurement at speed
and scale’. New data science talent who are versed both in statistics and
computing.
Have the influx of
social media and mobile made your job easier or harder?
Mazumbar: It’s definitely
easier because social and mobile data now allow us deeper understanding of
media consumption in almost real time. The challenge is how we, as researchers,
develop methodologies addressing both scale and speed.
How has the media
consumer changed in the past few years?
Mazumbar: While
we see continued fragmentation, consumers are spending more time on media than
ever before. I think mobile and new forms of video make a huge difference and
have revolutionized how we consume and interact with media.
How can media
companies do a better job reaching the new age consumer?
Mazumbar: Continue
pushing forward new strategies for mobile and video.
What is the biggest
challenge in the media industry today?
Mazumbar: Three
challenges:
1) It’s all about consumers’ “attention” on
various platforms and devices
2) Get ahead of fraud/ viewability issues and regain
advertiser’s and consumer trust
3) Data protection and privacy
Where do you see
media research moving in 5 years?

Mazumbar: There is an increasing
need for a third party and objective view of consumer behavior. This will
require researchers to develop independent and high quality data sets that
reflect the true behavior of real people — to address biases, limitations and
incompleteness of device level data. And the speed at which clients need to
make business decisions is increasing. Therefore, we need to deliver research
and insights with speed and scale.
Want more expert insights on the market research industry? Attend one
of upcoming 2017 insights events:
Marketing Analytics
& Data Science
April 3-5, 2017
San Francisco, CA
Use code MADS17LI for $100 off.
Buy tickets: https://goo.gl/YqXZdx

TMRE in Focus
May 1-3, 2017
Chicago, IL
Use code FOCUS17LI for $100 off.
Buy tickets: https://goo.gl/c2UdIv

OmniShopper
June 20-22, 2017
Minneapolis, MN
Use code OMNI17LI for $100 off.
Buy tickets: https://goo.gl/oUB85g 

TMRE: The Market
Research Event
October 22-25, 2017
Orlando, FL
Use code TMRE17LI for $100 off

Buy tickets: https://goo.gl/SKtcUv

Consumer Behavior, DIY, Omnichannel and Millennials

By: Keri Hodnik and
Liz Williams, Euromonitor International

This article was
originally published on Euromonitor
International
The Market Research Event, TMRE, is an annual conference
that seeks to unite both clients and vendors, positioning itself as the only
event in the world with twice as many client side participants than any other
industry event of its kind. This year, it was held in Boca Raton, Florida, and
covered a wide range of topics, including: People; Tools, Tech, and
Methodology; Innovation, Macro Trends; Customer; Omni-Shopper, B2B /
Health&Wellness; and Partnerships. TMRE hosts a broad array of speakers,
from CEOs of Fortune 500 Companies to Neuroscientists that seek to decode the
mind of the consumer.
The theme of the entire event was ‘Command the Boardroom’,
which focused on how to bring the eyes and ears of the consumer into the
boardroom itself. The presence of the Consumer Insights function is not only
needed to energise the boardroom on the importance of the ever changing
consumer, but it is crucial in representing the big ideas that drive business
growth.
With that theme setting the stage for the event, the
following four trends emerged from the speakers:
CONSUMER
BEHAVIOUR                                                                    
                 
Better understanding the inner workings of the consumer was
a common theme at this year’s TMRE Conference. Zoe Chance, Author of ‘Better
Influence’ and Assistant Professor of Marketing at Yale School of Management,
led a keynote on Mastering Influence & Persuasion.
Chance was driven to leave the world of corporate marketing
to understand behavioral economics after observing a repeating trend: companies
often put a lot of time, money and energy into using data for business
decisions, but in the end, would use their guts anyway. Why is that?
Chance went on to explain the difference between System 1
and System 2 decision making. These are better known as the unconscious and
conscious mind, or as she called them: ‘Alligator Brain’ and ‘The Court’. The
unconscious mind is fast, it’s intuitive and it’s automatic. On the other hand,
the conscious mind is slow, deliberate and effortful. Most of us believe that
we’re making decisions with The Court, but Alligator Brain kicks in far more
often than we care to realise.
Rather than trying to ineffectively engage consumers’
conscious mind, Chance suggests that instead we should be working to peak the
Alligator Brain with her 5 key forces of influence:
  • Labelling: giving a name to the behaviour that you wish to
    encourage or discourage.
  • Ease: ‘Alligators are lazy’; companies like Uber, Tinder and
    Amazon are great examples of how to make it as easy as possible for consumers
    to take action.
  • Attention: creating open loops, or Moments of Truth (as
    coined by P&G), both stimulate curiosity since we as consumers have an
    insatiable want to close the loop.
  • Scarcity: loss aversion is a powerful motivator and can be
    roused by communications such as limited time, limited quantity and
    exclusivity.
  • ‘Hot Potato’: when forced with resistance, give it back as a
    problem to solve. If someone says they’re not interested, instead try asking:
    ‘You’re not interested’? as a way to promote deliberate decision making.

The subject of the conscious versus unconscious mind was
revisited again by David Eagleman: Neuroscientist, Author of ‘Incognito: the
Secret Lives of the Brain’ and Host of PBS’ ‘The Brain with David Eagleman’.
In his talk on ‘Emotion, Motivation, and Reputation’, he
explained that there is an enormous gap between what your brain is doing and
what your conscious mind is actually thinking. ‘Everything about your cognition
is happening incognito,’ Eagleman said. The implication of the unconscious
brain being the core driver of decision making is that asking consumers
questions about their decision making process is irrelevant.
Neuroscience can tell us a lot about the driving forces
behind the consumer path to purchase. Eagleman explained that there are three
networks in the brain: one for price point, one for pleasure and one for how
the decision itself is viewed:
  • Valuation: everything is judged in context. Saving $10 on a
    pair of headphones has a higher consumer response than saving $10 on an iPhone,
    despite the benefit being equal. We as consumers do not actually know what we
    want until we see it in context.
  • Emotion: despite our want to believe we are rational and
    unbiased, our actions prove otherwise. For instance, did you know that humans
    make harsher decisions if in a fowl smelling room?
  • Social: Eagleman explained that ‘people are wired to
    understand companies the same way they understand people. Breaches of trust
    travel fast and are un-erasable.’

DO-IT-YOURSELF RESEARCH
DIY Research was a key theme for one of the tracks at the
event, focusing on how and when to ‘be scrappy’ with research. DIY research is
a cost effective alternative to outsourcing solutions that allows you to
analyse research results in real time. As Andrea Stokes, the Senior Director of
Consumer Insights at Marriott International, said in her session titled, ‘Cheap
and Cheerful DIY Research’, it’s important to know when it makes sense to
pursue DIY research and also when it makes sense not to:
5 reasons to go DIY:
1.      
When you need it fast
2.      
When you have an easily accessible customer
database
3.      
When the question is not a $20,000+ question
4.      
When a question can be answered by consumer
feedback alone, meaning that advanced analytics and modelling are not required
5.      
When you have only 60 minutes of your
stakeholders’ time
5 reasons not to go DIY:
1.      
When the ask is complex
2.      
When more than one translation is needed
3.      
When data will help to defend or prevent a large
investment
4.      
When the CEO needs to make a business case to
the Board of Directors
5.      
When research is needed for crisis management
Some of the tools that Stokes suggests to aid in DIY
research are software, such as survey software and an insight community
platform through which to conduct your research. Mobile devices like iPads and
smartphones make data collection fast and easy, while tools such as excel or
other data visualization programs like Tableau are essential for storytelling.
Last, all that is needed is you (and maybe a videographer to capture the
process).
MILLENNIALS AND THE
FUTURE OF RETAIL

Any Channel, Anytime, Anywhere: Today’s consumer is very
busy with little downtime, always on the go, always carrying their phones and
always connected to the internet. Consumers are looking for a more convenient
and seamless way to shop given their busy lifestyles. Many businesses realize
this and are changing to fit consumer’s needs by providing seamless easier ways
to shop. Several examples include:
??        
Sephora Flash ‘ Sephora’s new stores that allow
consumers to purchase an item online or through the app and pick up in store
the following days
??        
Charity Wait ‘ an app that allows consumers to
donate to a charity in order to skip a line at their favourite restaurant
??        
Shyp ‘ an app that allows consumers to ship out
postal packages without having to visit the USPS store. The consumer arranges a
time for pick-up and Shyp will pick up the box and send it to the nearby post
office.
??        
Task Rabbit ‘ an app that offers a personal
assistant to complete your tasks that you have to do throughout the day, making
your day more efficient
Customized Products: Even though consumers are on the go,
they are still making specific decisions on what they are purchasing. Consumers
are looking for more personalisation and customisation in their lives and they
want it to be easy.
Ugg has made it easier for consumers to try on shoes by
providing them with an interactive floor mat that allows them to picture what
the shoe would look like on
Break Free of Demographics: Consumers want to break free of
demographics. They are looking for more of a new wholesome look which basically
means retailers should start positioning products as being non-gender.
OMNICHANNEL

Many large tech gurus such as Facebook even have a difficult
time capturing all types of consumer market research data. Companies like
Facebook capture any shopper data on mobile phones and desk top data but are
not able to see what is happening outside of their own space. Facebook
expresses that it is important to capture all channels of shopper insights to
understand the full data set for the ever changing consumer.
Facebook has found that through their internal data numbers,
consumers tend to have a purchasing pattern per omnichannel. Many consumer turn
to mobile to shop for categories that are less expensive, perhaps because it
doesn’t take much thought or commitment to purchase these items that might be
used every day. However, consumers tend to turn to their desktop for categories
that are more expensive which may be due to internet connection worry or being
able to see the product on a larger screen.

What Facebook is unaware of through internal data is
in-store shopping habits. This type of data may help companies like Facebook
understand what brand elements trigger market behaviour, what is going to drive
consumers to make purchases in store, what the importance of labels play when
shopping in different channels and how can they measure behaviour of a shopper
on each channel.

#MediaInsights Day 2 Recap

After co-chair Rob McLoughlin gave a recap for Day 1 and a
look at what to expect for Day 2, Amber Case, author of Design for the Next
Generation of Devices, presented our first keynote: 

MULTIDIMENSIONAL MEDIA
& THE FUTURE OF ENGAGEMENT

Here, we got a comical look at connected devices and how the average
consumer has become dependent on them. She gave us a look at products like
PetNet, and how the Web and technology play a major role in self-development.

Day 2′s second keynote DIGITAL HUMANISM: THE COMING AGE
OF CONTENT
featured Edwin Wong of Buzzfeed and his insights on Recoding
Culture.  We got a look at Millennials
and how culture is being reshaped and where it’s headed.
76% of Gen Y say “it’s the norm to be radical” (as
opposed to 60% of Gen X).
Buzzfeed measured 4 millennial groups: Omegas, Sigmas, Cult
Kids, and Nichesters and the strong overlaps between these groups.
Wong stressed how we’re moving towards the end of
demographics, evolution of psycographics and the rise of the individual.
Tobin Trevarthen of 21st Century Narrative and author of
Narrative Generation was our next keynote speaker – BEYOND THE STORY: WHY
YOU NEED A NARRATIVE
.
Tobin covered:
??        
what is a narrative
??        
why you need a narrative
??        
story vs. Narrative
??        
building a narrative
A narrative differs from a story. More directly, a narrative
is a mosaic of related, contextual stories that inform and define one’s
perspective.
A story has a beginning, a middle and an end.  A story has a plot, and acts as a one-way
monologue.
A narrative is endless, and has a more interactive dialogue.
Tobin showed how Tesla automotive expanded the brand
narrative to reach consumers.
Our last keynote of the morning had Mainak Mazumdar, CRO of
Nielsen, speak of ADDRESSING TRUST AND TRANSPARENCY WITH BIG DATA IN TV
MEASUREMENT
.
Recently data sets had errors and inaccuracies in station
crediting, time shifted content and missing live viewing.  Mainak addressed 2 key questions:
??        
what is our “ground truth?
??        
how do we understand and correct for biases?
Nielsen used RPD data along with 200,000+ high quality
person’s panel to address methodology challenges.
The first of Day 2′s Track 1 case studies (Targeting
Viewers)
was CHANNEL ME, presented by Jason Shalaveyus from
Starcom and Nicole Tramontano from Turner. 
Despite the industry pendulum swing away from engaged reach
towards efficiency and programmatic buying in recent years, Starcom and Turner
set out to determine:
??        
Relative importance of contextual factors
??        
Range of impact
??        
Net effect
??        
Prevalence of optimal contexts among segments
Top findings included:
??        
easy wins where you have high control over
highly influential factors are hard to come by
??        
content has a stable shelf life, but ads spoil
quickly
??        
relevance is important
Armida Ascano and Gil Haddi from Trend Hunter presented our
next Targeting Viewers case study 
GEN Z: DIVING INTO THE YOUTH GENERATION.
Trend Hunter is helping clients find the stories that
connect them to Gen Z (infants to 17) – what defines them and what they mean to
Media.  They are not as big as
Millennials, but they are just as important. 
By 2020, Gen Z will be 40% of the consumer base.
Gen Z is the most diverse generation, and they are underrepresented
in the mainstream media. As a result, they:
??        
turn to influencers who look and speak like them
??        
already have the tools, creativity and desire to
create, but do not enjoy passive media consumption
??        
are swapping in aspiration for realism
As content providers, we need to choose influencers and messaging
with this in mind.
A nearly packed room showed up to see Melanie Schneider
(AMC) and Stephanie Yates (WE) present their case study VIEWER CHOICE:
PRIMETIME ALL OF THE TIME.
TV viewership has shown downward declines over the past 5
years.  However, content is up more than
ever.  How are we able to watch all this
content?  Technology has propelled viewer
choice.
AMC Networks did a study focusing on content, taking a
deeper dive into Nielsen respondent level data exploring viewers, their habits,
and how they watch content.
Our last Targeting Viewers case study for Day 2 was THE
OTT CONUNDRUM: USING PSYCHOGRAPHICS TO UNDERSTAND CROSS-PLATFORM VIDEO
CONSUMPTION
 
presented by Tamara Barber from Simmons Research.
Video consumption is not just linear and live anymore.  Simmons looked at comprehensive video
measurement across linear, SVOD, OTT and other connected devices.
OTT users are psychographically different. The Top 10 OTT
user attributes included:
??        
more digital
??        
more social media
While the Top 10 attributes for non-OTT users included:
??        
use cell phone for calling only
??        
read newspaper daily 

Simmons is hoping to use psychographics to optimize Media
planning and buying.

How Millennials Are Changing Their Relationship to Retail

This post was originally
published on Kelton
Global’s blog
.

Consumers of Generation X age and older grew up as
relatively passive shoppers, able to do little more than recommend a product to
a handful of friends, vent to a salesperson or write a letter to corporate
headquarters. But Millennials have a very different relationship with brands
and companies.

As mass-consumption natives, they see themselves as collaborators
and co-marketers instead of ‘the audience’ or ‘the target.’ They’re ready to
champion their favorite brands online ‘ and equally willing to criticize those
with subpar products or ethics. Digitally savvy and highly entrepreneurial, the
Millennial generation departs from the larger consumer base in a few key ways:
They want you to reflect their values.
According to a recent Pew Research study, fifty-five percent of
Millennials’ believe churches and other religious organizations have a positive
impact in the U.S. (Seventy-three percent thought so in 2010). Indeed, more
than one third of Millennials are
not affiliated with any faith
. So they look to brands instead to represent
their values, with around 81 percent of them expecting brands to be
responsible global citizens.  A 2016 Deloitte Millennial Survey revealed that 87
percent of this demographic don’t consider a company successful on financial
merit alone, but want evidence of corporate social responsibility as well.
Millennials are loyal
supporters 
of companies with strong reputations for CSR. Toms, which
sells shoes, sunglasses and apparel, has been a hit because of its
wide-reaching commitment to charitable causes via the One to One CampaignCuyana, which sells
high quality women’s basics and promotes a simpler lifestyle, is also popular
with Millennials. Through its ‘Lean Closet’ initiative, Cuyana offers consumers
the chance to donate clothes to women in need. Customers are offered a $10
credit towards their next purchase for every donation they make.
They crave simplicity.
According to Accenture, spending by Millennials will grow to $1.4
trillion annually by 2020. But their spending mentality is selective; they have
access to a vast range of goods but are highly conscious of the impact of their
consumption. The mindset has shifted from ‘one of everything’ to ‘only the
essentials’ ‘ and they want to know where those essentials were made, by whom
and with what materials.
They have higher expectations for customized, seamless
service.
Just as there has been a shift from material to experiential spending across
generations, the experiential part of the shopping experience has become
increasingly important for Millennials. Mens clothing retailer Bonobos, which
offers a personalized shopping experience in a showroom setting, has struck a
chord with a younger crowd turned off by the generic, impersonal process of
shopping at traditional brick and mortar retailers like the Gap.
They expect you to listen. And activate, quickly.
Millennials love to challenge brands’ and they know how to
do it well. They’ll keep up the pressure on a company until it amends a problem
in a tangible and authentic way. And if they’re frustrated by the slow pace of
change, they won’t hesitate to disrupt the status quo and start their own
company. Having grown up in the era of Shark Tank & Facebook millionaires,
they are natural entrepreneurs with the information, tools and confidence to do
so.
The attitude of the hip new health insurance company Oscar,
which aims to be transparent and unbureaucratic, sums up Millennial attitudes
perfectly. Its website states: ‘We wanted a better healthcare company. So we
built one.’
Brands take note: Millennials don’t want a story dictated to
them ‘ they want to be part of an evolving, authentic narrative that goes
beyond simple marketing and branding.

Category Insights: Rainy Day Segments #12 And #35

It isn’t often that marketers get to blaze a trail through
an entirely new consumer category ‘ rolling out brand identities and category
signifiers from scratch ‘ but legal marijuana offers just such an opportunity.
Except, as Emily Paxhia of Poseidon Asset Management ‘ a
firm that invests heavily in the budding industry ‘ pointed out in her
fascinating TMRE presentation, marijuana isn’t an entirely new category. The
rich cultural history of the herb in America is something the marijuana
industry has to negotiate as it tries to create an identity that appeals to a
new, more diverse generation of smokers.
Even the word ‘smoker’ is part of the drug’s heritage, not
its present ‘ marijuana users are as, if not more, likely to get high by
vaping, edibles, or topical lotions and patches. Marketers are faced with a
whole legacy vocabulary designed by the authorities to put people off
marijuana, not draw them in. They have to weed out phrases like ‘recreational’ ‘
with its negative drug war connotations. Most of all, they have to contend with
the Cheech and Chong or slacker-era image of the lazy stoner, something that
puts modern marijuana users on the defensive.

Weed culture: from this…

So who are these new users? Paxhia had the figures. 65%
male, 84% employed, average age 30, mostly well-off, and roughly evenly split
between the major political parties. Most strikingly, only 31% of users claimed
they used pot to ‘get stoned’ ‘ but 95% agreed that they used the drug to be
more present in the moment, and in the ethnographic part of the study they shared
stories of how mundane activities from cleaning to fishing to dog walking were
enhanced by cannabis. As Paxhia put it, these people are checking in, not
dropping out. Everybody must get centered.
This wholesale adoption of the language of mindfulness was
the biggest indication of what made this talk so fascinating. Branded Marijuana
‘ the unbranded stuff still does a brisk trade, I believe – is a very modern
category: it’s created by and for younger consumers, and fairly wealthy and bohemian
ones at that. So it conforms almost entirely to what they expect ‘ or what marketers
expect they expect – from consumer goods. Legal pot is artisanal, tastefully
designed, social, inventive and experiential.
Paxhia reported, for instance, that in San Francisco, chefs
and ‘budtenders’ are collaborating on private pairing parties where the
traditionally close relationship between weed and food can be explored in a
more upscale manner. The entire industry is being created along the principles
of post mass-marketing: it’s a trendwatcher’s dream.
Of course, most consumer goods categories balance modern
marketing approaches with a legacy of how things were done in the 20th
century. But while beer, say, struggles to reconcile the Craft-aware kids it
wants to sell to with the Bud-chugging masses it always has sold to, marijuana
gets to make a clean break. It’s at pains to reject its underground image as
corny or childish. No more Reefer Madness ‘ brands like Kiva and Goodship are
almost defensively tasteful. ‘It’s commonplace in the finance business’ said
one earnest young enthusiast, to the sound of weeping from Jerry Garcia’s
unquiet ghost.

…to this: Leafs By Snoop.

But what’s also interesting is that the real breadheads are
staying away. Legal pot is ‘ so far ‘ growing without much input from risk
averse corporations. Celebrities are getting involved: Snoop Dogg has a brand, naturally, though
older consumers recalling the sleeve art to Doggy Style may be disappointed
that it looks as discreet as any other. And the market is set to expand, with
legal marijuana propositions on the ballot in multiple states this November.
But for now, the legal weed industry has a unique, boutique
flavour. It is changing rapidly ‘ the marijuana industry moves in ‘dog years’,
as time in it seems to pass much faster (another departure from tradition). So
the business is collectively getting to grips with issues around portion
control, regulation, and packaging information ‘ a dramatically steep learning
curve. The legal cannabis products of even two years ago look a lot more
homespun and less sophisticated than those on sale now.
In the process, it’s not just marijuana’s past that’s being
rejected. The future that stoners used to imagine for legal pot ‘ paranoid images
of Joe Camel with spliff in hand as Big Tobacco got its claws into weed ‘ has manifestly
not come to pass. Paxhia’s 420-degree overview of the category she passionately
loves showed that instead it’s a unique test bed for the new norms and assumptions of
marketing.

Media Brands Navigate The Multicultural Future

Two great presentations at Monday’s Entertainment and Media track
took on the multicultural consumer. It’s a popular topic: the undeniable fact
of a diversifying US population forces brands to rethink their approaches.
Especially so, when you consider that the demographic prizes marketers most
covet ‘ Millennials and Gen Z ‘ are at the front of this change.
Thomas Grayman from Spike TV applied the latest neuroscience
techniques to this thorny problem, and came away with a valuable insight about
how representation impacts viewers of color at a subconscious level. Yatisha
Forde of NBC Universal took the ‘reaching the multicultural consumer’ rulebook
and tore it right up, asking us to turn our assumptions upside down: as
multiculturalism becomes the ‘New Mainstream’, start with the Hispanic consumer and reach the rest of the market
from them.
Spike TV had a typical media brand problem. It had built its
brand on appealing to young white men, and now it needed to reach a broader
audience. It had a roster of strong reality and celebrity shows ‘ like tattoo
throwdown Ink Master and personal finance boot camp Life Or Debt.  But how could the brand market its line-up to
viewers outside its former core audience?
Grayman described how Spike TV crafted ads for its shows and
tested them with cells of white and non-white consumers, using NeuroInsight.
NeuroInsight’s techniques monitored brain response to the ads ‘ in particular,
the extent to which long-term memory is activated by a piece of content.
Initial results made tough reading for a brand looking to expand
its audience for a more diverse era. Despite diverse casts with people of color
prominently featured, the ads scored lower among the non-white participants on
engagement and on long-term memory activation. Emotional response was starkly
negative. What was going on?
Lip Sync Battle – what did it get right?
By exploring response on a second-by-second basis, Spike TV
could find out exactly what the problem was. On average the ads were a turn off
for non-white viewers, but with a stark in response before and after the first
prominent appearance of a person of color. As soon as one appeared, memory
encoding jumped. And the ad in which people of color appeared prominently
throughout ‘ for celebrity miming challenge Lip Sync Battle ‘ saw no difference
between white and non-white response.
Grayman called this moment of truth for non-white viewers ‘the
invitation’ ‘ the point at which they unconsciously register that yes, this
show welcomes them. With this insight, Spike TV has been able to retool its marketing
as it looks to build and diversify its audience. The moment of invitation needn’t
involve visual representation ‘ one ordinary Persil ad found its ‘invitation’
in the closing seconds, with a snatch of Montell Jordan’s ‘This Is How We Do it’.
Multicultural representation is a hot topic ‘ it’s generally
framed as both a social and commercial good, based on the overall positive
effects of under-represented groups seeing themselves in the media. Spike TV’s
study offered proof of its impact at an individual level ‘ representation is
the key to unlocking engagement, attention and long-term impact.
Yatisha Forde of NBCUniversal took that insight a step
further. The brand’s CultureFirst’ approach flipped the traditional
multicultural script. Instead of taking a Total Market insight and ‘translating’
it for different minority groups, the CultureFirst approach takes insights
designed for a particular consumer ‘ a young Hispanic woman ‘ and then
transfers them to the total market. By not using whiteness as an assumed
baseline, CultureFirst is able to get ahead of cultural trends, not play
catch-up. As Forde put it, ‘Total market strategies driven by Latino human
truths will drive stronger consumer resonance among Hispanics and
Non-Hispanics, due to the profound, pervasive and permanent nature of Latino
culture in the US.’
In practical terms, this meant ads that started
Spanish-language and tested just as well among Hispanic and non-Hispanic groups
when transferred to English-language. It also meant feeding into NBC Universal’s CurveReport ‘ the company’s large-scale trend tracker. CultureFirst helped
NBC Universal locate a group it called ‘the New Mainstream’, made up of Hispanic
consumers but also Hispanic-inspired consumers: again, moving the assumptions
of what ‘mainstream’ culture is to better reveal the future shape of the
market.
The trends uncovered were the most fascinating part of Forde’s
report. Some were pragmatic ‘ putting the spotlight on La Jefa (‘the boss’),
figurehead of a trend towards female-owned small Latina businesses, a segment
that’s grown 87% over the last decade. Others had profound implications for
cultural identity ‘ ‘Otherland’, shorthand for the way in which Hispanic and ‘New
Mainstream’ consumers are comfortable with multiple cultural identities from
the broad to the niche: Hispanic and witch, Blaxican and skater. But rather
than dividing consumers into segments of one, these intersectional identities
become hubs by which like-minded people can find each other.
The CultureFirst approach has led NBC Universal to re-think
the way it treats culture. Younger generations, it realises, want to see
themselves as the owners and tellers of their own story, not simply as an
audience. So honouring existing culture is only an important first step. After
it comes sharing culture without appropriation, by giving its owners the agency
to tell stories. Then finally helping people inspired by these stories to
connect.
Both these presentations were inspiring beginnings to TMRE
2016. Grayman’s showed how new technology can crack the trickiest of marketing
problems. Forde’s was an inspirational vision of a genuinely future-focused
marketing, which puts demographic change at its centre.

Are You Prepared for the Future of Insights?

If you aren’t, don’t worry. TMRE is here to help.
Insights is under pressure. Pressure to reduce costs.
Pressure to cut timelines. Pressure to not only produce numbers, but a story
that can be sold to the business. TMRE 2016 helps command the boardroom by
delivering actionable strategies to leverage insights as a vehicle for
influence. The best in the industry will converge to talk technology,
disruptive trends, professional skill development, hot new sectors, and the
future customer.
If you want to be prepared for these big changes and the future
of the insights industry, don’t miss these sessions:
??        
Macroeconomic Forecasting, Consensus, And
Individual Forecaster: A Real-Time Approach
Azhar Iqbal, Director of Econometrician,
Wells Fargo Securities, LLC
??        
Brand Building In A Digitally Connected World
Anthony Michelini, Global Director,
Strategy and Insights, Citibank
??        
Catch A Rising Star: Leveraging Consumer Trends
For New Product Success
Michelle Monkoski, Consumer Insights
Director, Sargento Foods
Barbara Kilcoyne, Consumer Insights Manager,
Sargento Foods
??        
Embedding Social Tools in Core Business
Processes to Effectively Welcome Millennials Into Your Workforce
Nahal Yousefian, Director of Culture and
Engagement, Tesco
??        
Enhancing The Workplace Experience For Women
Through Re-Imagining The Washroom
Stephanie Magnan, Associate Program
Marketer, Global Marketing & Innovation, Kimberly-Clark Professional
Bruce Williamson, Director, Global
Marketing & Innovation, Kimberly-Clark Professional
??        
The Next Generation Research Function: Six
Skills To Make Your Team Future Proof
Kassandra Barnes, Director of Customer
Intelligence, CareerBuilder
??        
Enough Of The Millenials, Lets Talk About
Generation Z And Future Of Auto
Smita Premkumar, Ph.D, Director, Cox
Automotive
Sonia Kher, Associate Manager, Cox
Automotive
??        
The Emerging Cannabis Consumer Marketplace
Emily Paxhia, Founding Partner &
Director of Relations, Poseidon Asset Management
??        
The Future Of Digital Engagement: How Millennial
& Gen Z Behaviors Are
Wynne Tyree, Founder and President, Smarty
Pants
??        
The Changing Role Of Market Research In This New
Customer Experience (Cx) Era
Doug Cottings, Staff VP, Market Strategy
& Insights, WellPoint
??        
The Future Of Beauty ‘ In The Context Of The
Millennial Beauty Journey
Debra Coomer, Sr. Director Marketing
Analytics and Customer Insights, Ulta Beauty
??        
Future-Proofing Primary Research Projects With
Honda R&D
Eri Maeda, Research Group Leader, Advancing
Product Planning, Honda R&D America
??        
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, Technology and
Innovation at the State Department
View the full agenda: http://bit.ly/2cC5P5f
Don’t get left in the
past. Get your ticket to the future of insights at TMRE. Use exclusive LinkedIn
discount code TMRE16LI for $100 off the current rate:
http://bit.ly/2cC5P5f
Don’t forget to subscribe
to our insights newsletter The Insighter:
http://bit.ly/2c6Jd8v
The Insighter is our new monthly newsletter featuring a compilation of our best
insights content for the month. Each month, take a few moments to sip your
morning coffee while you read a thoughtful article on a new trend, watch an
interview with an influential insights leader, or an in-depth talk by a top
changemaker.

Cheers,
The TMRE Team
@TMRE
#TMREvent
Themarketresearcheventblog.iirusa.com

Four Need-to-Knows About the Millennial Mindset from Target

Podcast delves into research
shifts, loyalty, mobile and more at the bullseye brand!

By Marc Dresner, Senior Editor,
IIR

The Millennial consumer has four
core needs/expectations. Fail to meet every one and you risk losing him/her.
That’s according to Michael Abata,
multicultural marketing manager and consumer futurist at Target Corp.

Michael Abata
‘Loyalty
is defined much differently by consumers today.’
‘Loyalty is defined much differently by consumers today,’ Abata told the Research Insighter.
‘They might be loyal to you for a few months,
but then something better might come along that appeals to one of those four core
needs and they could quickly move on,’ he added.
Abata also shared some thoughts, tips and
observations that researchers should consider, notably around mobile…
‘I
often feel like the client isn’t holding research companies accountable to
ensure that whatever we’re putting out is actually mobile-friendly.’
‘I often feel like the client isn’t holding research
companies accountable to ensure that whatever we’re putting out’especially in
quantitative research’is actually mobile-friendly and that it looks good and
works well on a mobile phone,’ he remarked.
In this wide-ranging interview for the
Research Insighter podcast series, Abata takes us inside research at the bullseye
brand, covering:
‘ Four need-to-knows
about the Millennial mindset

‘ Why ‘friendship
groups’ trump focus groups

‘ Target’s shift
from proprietary communities to commercial platforms

‘ New rules for
engaging Millennial respondents in research…and much more!
Listen to the
podcast here!

Download the
transcript here!

Editor’s note: Michael Abata
will be speaking at TMRE 2015′The Market Research Event‘now in its 13th
year as the largest, most comprehensive research conference in the world taking
place November 2-4 in Orlando.
For information or to register, please visit TheMarketResearchEvent.com.

(Ps.
SAVE $100 when you register with code TMRE15BL!)

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.

This Week In Market Research: 8/31/15 – 9/4/15

One of the most important things in market research is finding out what makes a consumer trust specific brands and in turn, remain a loyal customer to that brand. This week, Adweek released an article that discovers the CPG brands men and women trust the most. According to the article, male consumers ranked Band-Aid No. 1 with Heinz Ketchup and Neosporin Antiseptic following close behind. Comparatively, women placed Band-Aid second behind Ziploc bags. Reynolds wrap and Neosporin, respectively, came out to third and fourth. In analyzing this data, Mike de Vere, Managing Director of Consumer Insights as Nielsen, stated that ”For men, brand trust is a bit more diversified’ [than it is for women.]” And in remarking on the choices from women, he claimed that the majority of the products on their list helped to make their lives simpler in different ways. ”For women, trusted brands are tried and true and have stood the test of time.’” These surveys on consumer insights open up doors to learn more about the way a product can be more marketable and trustworthy to the consumer.
An infographic that was released this week on Adweek, discusses and details the various purchases of the very wealthy in America. According to market research, these individuals are reviving the business of luxury goods and keeping it alive. ”The good news for luxury marketers, their agencies and the media alike is that consumers with really deep pockets are digging into those pockets with gusto, even more so than their merely affluent counterparts. According to Bob Shullman, the Shullman Research Centers founder and CEO, these high income and wealthy consumers are not just purchasing, but they are also purchasing with more frequency. So what are these people purchasing? The infographic shows that among other things, fine wine/beer/spirits, fine jewelry, and home furnishing/antiques are some of the top items bought by these wealthy individuals. The infographic itself is extremely detailed and details numerous purchases that you may or may not have assumed.
As many of the ‘baby boomer’ generation begins to retire and those business hotels are no longer required, how should hotels respond to this newer generation? According to an article on AdWeek released this week, hotels like Marriott are shifting their marketing approaches in order to reach the ‘millennial’ travelers. ‘So how does a tradition-rich lodging brand stay relevant in a changing marketplace? For Marriott Hotels, the signature brand of lodging giant Marriott International, the answer was simple: If you want to know what next-generation travelers want, just ask them.’ In their new marketing strategy Marriott is crowdsourcing the client’s ideas and opinions on what would make their business hotel experience more enjoyable. Already, this strategy appears to be working well for Marriott, as the grassroots approach generated 2,000 from a suggestion to provide vending machines that stock healthy snacks. This move by Marriott is an excellent example of why market research is crucial to innovation and business growth.
This week Entrepreneur released an article written by contributor Matt Mayberry, Maximum Performance strategist, which discusses the three best ways to develop a healthy mindset. The first point discussed is to build a grand vision for your life. Mayberry states that one of the many reasons people struggle with controlling their minds and realizing the beauty in life is due to a lack of vison. ‘It’s important that we create a grand vision for our lives because that’s what pushes us forward despite whatever hardship or negative situation may be present at the moment.’ The second tip he suggests is to make a ‘trigger card.’ In other words, write down two of your most important goals on a notecard. The way you write these goals however, will be written in the past tense as if you’ve already conquered them. ‘When Jim Carrey was a broke, struggling actor, he took a blank check and made it out to himself.’ Finally, Mayberry suggests that you sit down and ‘answer some of life’s biggest questions. Now this last one may sound like an impossible task, however the meaning of this last task is what’s important here. ‘What do you want your life to stand for? How do you want to be remembered? What do you want your contribution to the world to be’? For those of you who were worried about answering questions like ‘what lies in the deep depths of the unexplored ocean floor’, you can take a deep breath. These ‘big life questions’ really pertain to the person you want to be and how you want to be remembered in life. All three of these tips, according to Mayberry, should result in a healthier mindset.

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

Decoding the Entertainment Landscape in Latin America Across Generations

This morning at The Media Insights & Engagement Conference 2015 in San Diego Laura Berga, Director, Strategy & Programming Analysis, HBO Latin America and Danielle Escasena, Research Manager, HBO Latin America talked to us about how to decode the entertainment landscape in Latin America across multiple generations.
In order to understand the Latin American consumer, HBO conducted a study about generation Z, Y, and Z to see how they are consuming TV in Latin America in different ways. In Latin America, there is a very different adoption curve than in the United States because there are barriers in infrastructure and socio-economic restraints, so those have caused a lag in Latin America media.
According to Berga, the reality is as people are adopting new technologies through new devices, and that is affecting the way they are consuming content. Berga said, ‘We had to figure out how to bridge this gap.’
In the study, HBO studied five key markets in Latin America, three generations, seven lifestyle topics, and six technologies. A key trend that came out of the HBO study was a huge decrease in consumer demand for bundles. As of late, there is a trend towards downgrading that translates through entertainment and luxury goods. So, the consumer is demanding this and the market is really stepping up to the plate and creating offers, according to Escasena.
Another big trend that came out of the study is that a lot of this easy and often free access to watch content on mutli-devices and multi-platforms has created a demanding consumer who wants content at low cost or no cost. There has also been a big change in the players and platforms. Now, everyone is in the content game, according to Escasena.
She added, ‘Everyone has skin in the content game.’

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 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. 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.