Tag Archives: Mobile Marketing

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: 6/29/15 – 7/3/15

Cannes Lions 2015 Social Insights: The top tweets and trends from this year

The Blessing And The Curse Of Big Data: It’s what infrastructure is really for

Gut Check: Are You Using Social Media For Consumer Insights?

Subway Sinks Teeth Into New Marketing Campaign: SMS mobile campaign for local and national from a s single platform

6 Strategies For Marketing Your Retail Business Online

Can Big Data Survive Big Brother Hysteria? Highlighting privacy concerns

Mobile Marketing Trends Dominating 2015: 9 Trends from video ads to tracking ROI

How A $0 Marketing Budget Bought A Fortune In Athlete Endorsements: Mizzen and Main’s story

When To Cut Your Losses On A Marketing Campaign: Marketing is equal parts science and art

Social Listening Hampered By Sentiment Models: An imperfect practice

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.

This Week In Market Research: 4/27/15 – 5/1/15

Using Big Data In A Crisis: Helping find missing persons in the Nepal Earthquake

Should We Be Storytelling or Story Making? Make the brand story part of the experience

How Big Data Has Changed Sports: 97% of MLB teams employ analytics professionals and 80% of NBA teams do as well

Creating Better Digital Marketing: 4 Strategies to tackle engagement

8 Mobile Marketing Tips You Don’t Want To Miss

Winning And Monetizing Users: Optimizing experiences in gaming

Embracing Technology: What marketing chiefs can do

Effective Social Sales Content: Clickable assets and visual enhancers

Generating Leads With Mobile Marketing: Master the basics before moving forward

Building Customer Loyalty In A Programmatic World: Following the journey of building loyalty

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.

Part 2: The Endless Possibilities of Mobile Market Research

In part 1 of “The Endless Possibilities of Mobile Market Research” we examined how a mobile device is in essence a miniature, mobilized focus group facility with GPS enabled capabilities that offers endless iterations of how mobile research can be conducted. In part 2, we will examine the methodology of an actual Mobile Market Research tracking case study that was recently presented at the 2014 Future of Consumer Intelligence conference (#FOCI14).

The case began with Jim Kohl, Director of Consumer Insights at the Career Education Corportation (CEC), a postsecondary education provider with campus-based and online curricula. Over the past several years Kohl has conducted an internal “Voice of the Customer” research project and found that his students had a great online educational experience, although their online research experience was subpar. Additionally, as CEC moved forward with a tracking study, Kohl was concerned if conducting a sole online/mobile research study would be representative of his student populous. One of Kohl’s main objectives was to insure the insights were indicative of their customer base.

Jim Kohl, Director of Consumer Insights, Career Education Corportation

In an effort to address these issues, Kohl partnered with Added Value, a full service Top 50 Honomichl research company. At FOCI14 both Brian Kushnir, EVP, Managing Director & Wai Leng Loh, VP of Added Value presented 3 key sampling and methodological takeaways from CEC’s current online/mobile tracking study:
First, KNOW THY SAMPLE.
Members of the mobile and online world who were sampled for the tracking study were indicative of students who utilized CEC’s services in terms of demographics and online behavior. Therefore, the online/mobile tracking study was based on a representative sample that did not exclude core customers and any insights derived from the tracking study would provide an accurate reflection of their target audience’s opinions. Interestingly, the in-progress study found the demographics of iPhone users tend to skew slighter higher than Android users (higher income, higher age).

Wai Leng Loh, VP & Brian Kushnir, EVP of Added Value

Second, BE DESIGN AGNOSTIC.

Survey takers should be able to seamlessly participate in surveys, anywhere, anytime, regardless of platform (online, smartphone, tablet, etc.)

Third, LET IT GO.

As researchers, we often like to ask tons and tons of questions, in order to gather as much data as possible, so that our results “stick”. However, new evidence suggests mobile device users are more engaged with their devices and consequently, less willing to spend as much time taking surveys on their devices. As such, we as researchers need to “Let It Go” when we conduct mobile research by: (1) shortening the length of survey questions, (2) limiting buttons and images within the survey, and (3) reducing survey questions to basic common denominator questions within select categories.

In other words, a traditional survey will suffice in the online world. However, with mobile, the same survey should be streamlined and broken down to basic elements in order to enhance completion rates while keeping both the online and mobile portion of the study intact.

Online vs. Mobile Survey Design

Case in point: although CEC’s study is still in the field, the aforementioned mobile research methodology has enhanced the user experience and improved completion rates. It will be interesting to see the final results of the online/mobile tracking study as it moves forward.

Chris Ruby is an award-winning Marketing Research & Consumer Insights Executive with Fortune 500 consulting experience. His niche is the ability to turn complex data into compelling stories that induce a call for action among key decision-makers. His work has been featured by MRA, MRIA, IIR, Norstat Times, Chadwick Martin Bailey & the Optimization Group. Keep up with Chris Ruby by following him on Twitter @ChrisRubyMRX or by reading the Chris Ruby Market Research Blog.

The Endless Possibilities of Mobile Market Research

It’s a camera. A microphone. An audio recorder. A video recorder. A
phone. A web browser. A typewriter. A gaming system. A GPS system. A two-way
audio device. An e-reader. And an instant messenger. What is it? Why a mobile
device of course. And it is like a mini-focus group facility all in the palm of
your hand.

For some odd reason, I really never thought of a mobile device in that
capacity before. That was until I recently attended a research event that featured a
Mobile Market Research Panel who brought this fact to light.

Since that moment, the capabilities and possibilities of Mobile Market
Research have endlessly wandered in my mind. For instance, imagine a demographically and geographically prescreened customer
approaches a retail
store to do some shopping and ding…their mobile device presents an
opportunity to participate in a real-time survey based on the store they are
about to enter.

Remember, the mobile device is GPS enabled so when the customer
accepts, their movement throughout the retail store will be tracked. As they
proceed with their shopping experience, going down aisle per aisle, the
customer can not only participate in a real time survey, but also record their
experience in both audio and video format. And, take pictures of their
experience along the way.

Therefore in theory, everything that would be part of the customer
experience is fair game in Mobile Market Research. That would include product display,
shelving, store format, parking lots, restrooms, employees, checkout and more.
All collected in both quantitative and qualitative real time with no excuses.

This is only one mere example of what can be accomplished with Mobile
Market Research. Some say Mobile Market Research is the next big thing.
However, with up to 25% of respondents already using mobile devices to
participate in market research, it appears Mobile Market Research is not the
next big thing. Because it has already arrived.

Chris Ruby is an award-winning Marketing Research & Consumer Insights Executive with Fortune 500 consulting experience. His niche is the ability to turn complex data into compelling stories that induce a call for action among key decision-makers. His work has been featured by MRA, MRIA, IIR, Norstat Times, Chadwick Martin Bailey & the Optimization Group. Keep up with Chris Ruby by following him on Twitter @ChrisRubyMRX or by reading the Chris Ruby Market Research Blog.

Live from #TMRE13 Consumer Behavior & Consumption Across Media: The Digital State of Play

Remember the days when you put down your pen and paper, turned off the TV and enjoyed what you called “computer time”? Listening to that dial up internet static was something I looked forward to all day because it meant I got to explore and “play” on the computer. I’m sure you remember the AOL running man icon right? Classic.

Fast forward to 2013 and you’ll find that there is no such thing as “computer time” anymore, because computer time is ALL the time. Your phone is not just a phone anymore, its become your life – its your email, your calendar, your notebook and your entertainment. Everything you need in one small portable device and the world at your fingertips.
We are constantly connected and usually in several different ways. Have you ever found yourself walking through a store, shopping for groceries while talking to your mom on the phone while browsing your phone’s calendar to let her know if you are free for dinner tomorrow night? I have. 
According to Yahoo’s Tony Marlow in his presentation on Consumer Behavior & Consumption Across Media: The Digital State of Play, our brains are re-wiring themselves in order to help us navigate our digital lives, which is why younger people are significantly better at multi-tasking. This explains why my grandmother can’t seem to figure out what a “tweet” is or how to “tag” someone on Facebook. She wasn’t wired for this kind of activity.
I won’t hesitate to admit I would be LOST without my phone and I get anxious when I don’t have it right next to me. Makes me wonder how we ever functioned before cell phones and the internet. And I certainly don’t know how we ever survived without iPhone’s handy navigation!



Talia Short is Chief Wrangler at April Bell Research Group, a boutique, full-service marketing research firm, committed to delivering fresh insights you can act on! Learn more at aprilbellresearch.com.

JetBlue Mobilizes Research To Reach New Heights

Research Provides Runway to Mastering Mobile

When you’re an airline, you tend to take mobility very seriously. And JetBlue Airways is no exception.

Nearly two years ago, the carrier installed Jonathan Stephen as its inaugural Head of Mobile and he’s made considerable headway toward helping JetBlue realize its multi-platform roadmap, thanks in no small measure to research.

In this podcast interview with the Research Insighter, Stephen discusses challenges and opportunities he faces as a user of research and the kinds of insights that matter most to him on the runway toward mobile mastery.

Listen to this episode of The Research Insighter podcast series!

Download an interview transcript!

Editor’s note: The Research Insighter is produced by The Market Research Event’connecting the best in insights from around the world’taking place November 12-14 in Boca Raton, FL.

For more information about The Market Research Event or to register, please visit www.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 market research industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

Best Practices in Mobile Research – Successes, Failures and Lessons Learned – Complimentary Web Seminar

In association with Confirmit, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar. This webinar is part of the 2012 Insights Webinar Series: Your resource for insights on the cutting edge.

Best Practices in Mobile Research – Successes, Failures and Lessons Learned

Thursday, October 4, 2012, 1:00PM – 2:00PM ET

Presenter: Sean Conry, Vice President of Mobile Solutions, Confirmit

Reserve your Webinar seat now at: https://cc.readytalk.com/r/llpgc7vbb1hj
Please mention your priority code: MWJ0025-BLOG

Webinar participants will gain a new appreciation for the mobile industry and its current and future role in fostering customer engagement. Global case studies will demonstrate the challenges and pitfalls of implementing a research methodology that relies on mobile solutions. More importantly, we will share the wonderfully deep insights and findings that can be delivered through a mobile implementation as part of your multi-channel strategy.

This webinar will share best practices, dispel myths and show how recently introduced features, such as GPS tracking, photo capture, video capture and playback, increase the depth of data in a meaningful and measurable way. We will help you identify the opportunities in mobile and overcome challenges in managing the mountains of unstructured data that you can now collect. Understand how insights captured via mobile will allow you to deliver even more value.

About Confirmit:
Confirmit offers the world’s most secure, reliable and scalable solution for Voice of the Customer, Employee Engagement and Market Research programs. Businesses that use Confirmit deliver stronger customer experiences and drive positive word of mouth. In the last 3 years, over 500 million surveys have been completed through Web, telephone, SMS, mobile and paper.

About IIR: The Institute for International Research (IIR) is the world’s largest conference company and has been the leader in the provision of business information for over 25 years. IIR produces over 5,000 events annually through its network of offices in over 35 countries.

Exclusive Interview: Stephen Gates, Senior Creative Director, Starwood Hotels & Resorts

Stephen Gates, Senior Creative Director, Starwood Hotels & Resorts recently spoke at The Mobile Marketing Conference on Best Practices for Creating Mobile Websites.

We caught up with him to chat about the future of mobile marketing, Starwood’s mobile strategy, and advice for those just starting out. One exciting development from Starwood? The new Starwood Preferred Guest app, which offers an intuitive experience that’s perfect for frenzied travelers. According to this review on MediaPost:

The new app, which is actually Starwood’s third-generation mobile app, includes things like FaceTime integration — a first for any company (that isn’t Apple.) The app also includes fully integrated booking, member information, comprehensive hotel searches and travel details, customer service and social media.

Gates spoke of the app experience saying “we don’t want to create dumb experiences for smart devices.” To learn more, watch our video below:

Want to stay up to date on Mobile Marketing news? Follow us on twitter or Facebook.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com 

Picking a Mobile Partner is like Playing Poker

As The Mobile Marketing Conference kicks off this week, we’ll be featuring thoughts from some of our speakers, partners and attendees. This post is by Carrie Chitsey, CEO, 3Seventy.

Over the last four years of being in the mobile business, I’ve seen a lot of mobile companies come and go. Someone every day says, ‘Have you heard of ‘XYZ Company”? There is a ton of money being invested in mobile technology and it’s very hard for a brand to know ‘who to go to the dance with’. Being an avid poker player I’ve come to realize that ‘picking a mobile partner is like playing poker’.

So I started to put myself in the shoes of our clients, prospects and folks we talk to on a daily basis. Several things have become very clear about brands that are looking to get into mobile:
1. They are in ‘research’ mode and know what they’ve read or seen from competitors.
2. Someone has sold them or ‘tried’ on whatever silohed solution they are selling.
3. A mobile strategy is rare and brand managers are usually tasked with a ‘mobile campaign’.
4. The database they are trying to build is really an afterthought and not a primary focus.
5. And if they’ve tried mobile before, they now know what they want this time, have goals and want a good partner, not just a technology.

We love the second time folks; they know a good mobile partner when they see one. These are great marriages.
So how does mobile strategy remind me of poker? It’s easy.

‘ Picking your table is key, if you end up or stay too long at a bad table, you lose all your money. Same is true with mobile, if you pick a bad partner, not only will you be unsuccessful, it leaves a bad taste.

‘ It’s ok to switch tables if you know you sat down to a bad table. If you aren’t seeing performance, technology is not what it cracked up to be and you aren’t getting mobile strategy and results’.. move, time is of the essence in mobile you can’t wait 12 months to get a good mobile partner.

‘ The guy who wins the most hands is not the guy that wins the most money. Mobile is test and learn, not everything you do is going to be a huge success. Test, learn and repeat the good stuff. You need to build a foundation for success, anyone can win one jackpot but try hitting multiple.

‘ Don’t play games you don’t understand even if you see others winning by luck. There will always be something new and shiny in mobile. Innovation is good, but you have to learn the basics first. Going from not doing anything mobile to moving straight to an iPhone or Augmented Reality application is not a good move.

‘ Learn by playing the game, reading and theory are great but nothing replaces actual experience. Get going, time is now, pick a great mobile partner and throw in some chips, you don’t have to go ‘all-in’.