Tag Archives: paris

This Week In Market Research: 11/16/15 – 11/20/15

The terrorist attacks in Paris seen late last week have shocked the world and completely rocked the situation in Paris. The fear of terrorism has never been higher and analysts are now saying that this environment of fear could have a high impact not only on policy, but also on the global economy. According to an article put out by Fox Business this week, the biggest economic impact from these devastating attacks will be on how much people spend on travel and tourism. ‘France’s tourism industry is likely to take the biggest immediate punch from Friday’s gruesome events. According to 2014 data from the International Monetary Fund, France is the world’s sixth-largest economy ‘ the second-biggest in the eurozone, and figures from the Paris Convention and Visitors Bureau show the tourism industry makes up nearly 7.4% of the country’s gross domestic product.’ The article also argues that the Paris tourism industry will not be the only area economically affected. Analysts say that given data of past attacks and consumer behavior in the aftermath, people will be less likely to spend money on going to restaurants, cafes, and or concerts (all three of which were targets during the November 13th attacks.) ‘Recent data show overall consumer confidence in the nation fell from an eight-year high in October as consumers were less sure of their ability to add to their savings or make large purchases. In the wake of such abhorrent attacks, it is clear that on top of the emotional stress and trauma France will face, economic stress will also follow. 





In an extremely compelling article on Harvard Business Review this week, the idea of combining thick data with big data is discussed. Now many people may wonder, ‘What is think data’? According to the article, thick data is the data that is generated by anthropologists and individuals trained in observing human behavior and what motivated people. Recently the large majority of businesses either specialize in one or the other. ‘To date, thick data and big data have been promoted and employed by very different people. Thick data has been handled by companies grounded in the social sciences. Big data has been promoted by people with analytics degrees, often sitting in corporate IT functions.’ As the article depicts, little dialogue has gone on between the two. The argument being made is that combining these two approaches can complete a full picture and real solution for some of the strategic problems that CMO’s face. ‘Thick data’s strength comes from its ability to establish hypotheses about why people behave as they do’Big Data has the advantage of being largely unassailable because it is generated by the entire customer population rather than a smaller sample size.’ The article discusses a case study of a European supermarket chain and the tactics their CMO used. The conclusion of the study is that more CMO’s need to ‘familiarize themselves with the strengths and weaknesses of the two data types. I highly recommend this article to anyone in the field of market research, as it illustrates the importance of both types of data. 





An article on Fast Company this week discusses the development and design of Samsung’s Gear VR as it was largely spurred on by consumer insights. According to the VP of Immersive Products and Virtual Reality, Nick DiCarlo, ”Consumer and developer feedback is critical and all of the tweaks we’ve made to the device have been as a result of what we hear from the community. We are committed to continuously improving and bringing this amazing new technology to millions, and that takes a careful ear to listen and learn from the passionate VR community and developers we work with every day.” Many consumers had comments from the previous version that centered around the touchpad which is located on the right side of the headset. In its newest version, Samsung changed the touchpad from being flat and squarish, to a cross-shaped groove that is more conducive to swiping up and down. This article is great example of how consumer insights and market research can impact the design of a product and its evolution thereafter. 


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

Answering the Call of the Omnichannel Shopper through a Dynamic Category Strategy

This afternoon at OmniShopper International 205 in Paris,
France, Duncan Tyrrell, Category Strategy Controller at Warburtons Limited
talked to us about reaching omnichannel shoppers through a dynamic category strategy.
We are in a time of transitional change in grocery. This
could be an inflection point for the industry, according to Tyrell.
There has been a shift of control from the retailers into
the hands of the shoppers. The source of omnichannel shopping comes from three
places: societal change, technology revolution, and new business models. The way
the societal change is manifesting itself is the way of the main shop is changing
and diminishing in size.  ‘Little and
often is becoming the norm,’ said Tyrrell.
In the next 5 years, super stores will become less popular
and the growth will be in convenience stores and online. For example, large stores
like Tesco are buying a successful smaller store called Giraffe in the UK.
Warburtons translated the omni shopper change into action in
order to adapt to that market. The company learned to understand their
omnichannel environment to unlock category growth by implementing the following
strategies:
1.      
Provide a language for internal alignment
2.      
New Opportunities for thought leadership
3.      
A common purpose for retailers and suppliers
Now, Warburtons retailers in the UK are looking for a path
to growth because they need new and disruptive business models in the market.
Tyrrell said, ‘We will look back on this time and realize it
was around this time that things really began to change.’

About the Author:
Amanda Ciccatelli is a Social Media Strategist at IIR USA where she manages social marketing
strategy and content marketing across the business. She a background in digital
and print journalism, covering a variety of topics in business strategy, life
sciences, innovation, law, marketing, and technology. Amanda is the Editor at
Large for several of IIR’s blogs including Next Big Design,  Front End of Innovation and The Market Research Blogs.
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. 

Your Future Shopper: Predictions for the Future of Shopping

This afternoon at OmniShopper International in Paris,
France, James Llewellyn, UK Head of Shopper, GfK, shared four predictions for
the future of shopping that has come out of their recent research. ‘Sometimes
it can feel chaotic to understand shoppers in the real world,’ he began.
According to Llewellyn, some key insights include:
1.      
Nothing has changed: Execution has changed
dramatically, but retail fundamentals are unchanged.
2.      
But you need to get faster: When retailing you
need to be fitter, more agile.
3.      
Loyalty is dead: Loyalty. If it ever existed in
a pure form, has been left behind.
In the last 2,200 years there have been four retail
innovations. The first is the creation of the first chain of stores in China
called Lo Kass. Next, came catalogue based mail order in Europe. Third, the
first department store opened in Paris, France called Le Bon Marche. Finally,
self-service was created in the U.S. known as groceteria.
‘Retailing is not about inventing new stuff,’ said
Llewellyn. ‘Take comfort, the fundamentals remain unchanged.’
So, how should we understand the future consumer? Live in
the jungle, ask shoppers, and observe shoppers. Retail is not as it once was.
The door is open to experimentation. For example, Amazon selling via
Waterstone, Tetely and Nestle collaborating to sell to need states, and stores
sneaking to communicate through entertainment.
Convenience, choice, price, and experience are the four
pillars of retail that haven’t changed, but now the new retail battlegrounds
have been added to the mix. Is it the end of the queue? There are many new
mobile apps that are accelerating the queue.
‘My mobile device is quickly becoming my most important
shopping tool,’ said the majority of the world in a recent GfK survey.
Being convenient has been essential since retail began. To
create attraction from the moment of trigger you must be continuously
available, according to Llewellyn.

About the Author:
Amanda Ciccatelli is a Social Media Strategist at IIR USA where she manages social marketing
strategy and content marketing across the business. She a background in digital
and print journalism, covering a variety of topics in business strategy, life
sciences, innovation, law, marketing, and technology. Amanda is the Editor at
Large for several of IIR’s blogs including Next Big Design,  Front End of Innovation and The Market Research Blogs.
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. 

Understanding In-Store Package Size Perception and Preferences

This morning at OmniShopper International 2015 in Paris,
France, Pierre Chandon, The L’Or??al Chaired Professor of Marketing-Innovation
and Creativity and Director, Sorbonne Behavioral Lab, INSEAD, took the keynote
stage to discuss in-store package size perception and preferences.

‘We are often acting mindlessly because of how our brain and
emotions work,’ he said.
Because of this, most people don’t look at the information on
packages or labels, according to Chandon. In fact, of all the information shown
on the package, the information about the size is completely neglected (only 16%
of people pay attention to it).
The bottom line is, at the point of sale, in-store or
online, they just get an impression of the size of the package about how much
is inside of the package.  The
environment is impacting the impression customers get about the size.
‘Our perception of size is relative,’ he said.  The environment can shape what we define as ‘regular.’
We spend a lot of time thinking about what we want to eat, and very little time
about how much we want. In general, we know that we want a ‘regular’ but we don’t’
know what regular really is these days.
We underestimate the change and the increase in package
size. Additionally, people underestimate supersizing, especially when all three
dimensions change. In conclusion, you should supersize only in one dimension so
that customers notice, according to Chandon. On the other hand, downsize in 3D
so customers don’t notice.
When you think about sizes, according to Chandon, you have
to think beyond ‘is this the right size’? and think about if you are branding
it the right way.

About the Author:
Amanda Ciccatelli is a Social Media Strategist at IIR USA where she manages social marketing
strategy and content marketing across the business. She a background in digital
and print journalism, covering a variety of topics in business strategy, life
sciences, innovation, law, marketing, and technology. Amanda is the Editor at
Large for several of IIR’s blogs including Next Big Design,  Front End of Innovation and The Market Research Blogs.
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. 

Free Webinar: Virtual Reality – The Key to Understanding Shopper Decisions

In the CPG and retail industry, analyzing shopper decision
trees are important for both strategic and tactical decisions. Traditionally,
they’ve either been created from historical purchase data (household panel
data, for example) or attitudinal surveys (card sorting, attribute rankings, or
shop-alongs.)
But that is no longer the case! Virtual reality has changed
the way shopper research is done. Traditional methods are integrated with data
from virtual shopping simulations, providing a deeper understanding of both the
attitudes and behavior of the shopper.
Join InContext Solutions’ Rich Scamehorn and Liz Cox for
their webinar to learn the latest trends and applications of virtual reality
research, and how virtual technology is allowing retailers and manufactures to
optimize assortment and eliminate traditional decision tree barriers, such as:
-                      
Hard-to-track categories (e.g., instant
consumption products, products without UPC codes)
-                      
Hard-to-track channels (e.g., Liquor stores,
C-stores)
-                      
Low purchase frequency categories (e.g.,
cosmetics, consumer electronics)
-                      
Retailer-specific data 
-                      
Occasion-based decisions
Register for this free webinar here: http://bit.ly/1LvvQgP
Presenters:
Liz Cox, Group Vice President, Insights, InContext Solutions

Rich
Scamehorn, Chief Research Officer, InContext Solutions

Liz has a passion for turning data into insights for
clients. Prior to joining InContext Solutions, Liz spent over 25 years in
shopper and consumer insights roles at IRI and Ipsos. Liz is now bringing
together her primary areas of expertise, virtual testing and shopper decision
trees, into an exciting new research offering. Liz holds a MS in Marketing and
Strategic Management from Purdue University’s Krannert School of Management.
Rich co-founded InContext Solutions in 2009, and serves as
Chief Research Officer. He has over 20 years of market research experience, and
began his career at Rockwood Research and Market Resource Associates, two
start-up research suppliers. He moved to the client side with Tennant and
General Mills where he introduced virtual store testing as a faster, cheaper
method providing great cost savings to the company. Rich holds a bachelor’s
degree from Macalester College in mathematics and a master’s degree from the
University of Minnesota in statistics.
Save you seat for
this webinar: http://bit.ly/1LvvQgP
Want more on this topic? Attend OmniShopper International
next month to see InContext Solutions present a session called, ‘The Latest
Trends and Applications of Virtual to Research.’ OmniShopper Intl is taking
place November 14-16 in Paris France. AS a valued member of our LinkedIn
community, you get $100 off the conference rate when you code OMNIPARIS15BL.
Learn more or register here: http://bit.ly/1W2eIG7
Cheers,

The OmniShopper International Team 

Earn a Free Pass to OmniShopper Intl in Paris by Becoming a Guest Blogger

Do you want to learn, network, and meet iconic shopper
insights industry leaders for FREE? You can earn a free all-access pass
to OmniShopper International 2015 this
fall by serving as a Guest Blogger at the conference taking place November
11-13th in Paris, France.  
OmniShopper 2015 is the evolution of the Shopper Insights in
Action Conference the industry has grown to love. Year after year, brands,
retailers and their partners from around the world have selected this
conference to be their annual meeting place for new insights, inspiration,
retail innovation and a source of collaboration and connectivity to increase
shopper loyalty and drive business growth.
The shopper journey to purchase is a lot more complicated
than it was ten years ago, and one of the things that knits it all
together is technology. Technology continues to advance at a rapid pace and
shopper preferences are constantly changing. Creating a true end-to-end omnichannel
customer experience is absolutely key for companies operating in today’s
market. OmniShopper 2015 is a call to action for all the key players in the
shopper ecosystem to come together to find out how to thrive in this new retail
world.
As a Guest Blogger, you’ll have access to BPI’s comprehensive
agenda attracting attendees from all functions and disciplines shopper insights.
Whether you are in shopper insights, consumer insights, market research,
shopper marketing, and more, OmniShopper International has something to meet
your needs. Learn more about the conference here: http://bit.ly/1JXA3EB
Your 3-day conference pass includes breakfast, lunch, and a
cocktail reception every single day, plus exclusive access to a networking
community and on-demand webinars, to help you grow and learn throughout the
year.
Guest Blogger responsibilities will include writing one post
per week for The Market Research Blog between now and the conference and
attending assigned sessions at the event and blogging live or same day.
Additional blog post guideline include:
‘                    
Blog Posts must be original content or a list of
curated resources not easily found elsewhere.
‘                    
Titles ideally should be provocative and about 6
words in length.
‘                    
Post must contain at least one large image or
rich media (logo, shutterstock, video, etc.,) and credit must be given.
‘                    
Content must be practical, entertaining,
informative and timely but must holdup over time (does not need to tie-in to
any event).
‘                    
Ideal length is somewhere between 300-500 words
or a 5-7 minute read.
‘                    
Must include an author byline with bio, contact
and photo add credibility to each post.
‘                    
Please share your posts with your own networks
and LinkedIn groups.
‘                    
No promotional or selling, marketing content
ever ‘ A quick tie-in at the byline or editor’s note level is okay but we don’t
to use our platforms as a marketing channel, instead we want to offer thought
leadership and informative POVs.
Guest Bloggers are responsible for their own travel and
lodging.
If you are interested, please contact Social
Media Strategy Amanda Ciccatelli at aciccatelli@iirusa.com.

10 Ways You Innovate Your Shopper Strategy to Increase Revenue

The shopper journey to purchase is a lot more complicated than
it used to be. Technology continues to advance at a rapid pace and shopper
preferences are constantly changing. Creating a true end-to-end Omnichannel
customer experience is absolutely key for companies operating in today’s
market.
OmniShopper International 2015 will give you the tools you
need to innovate your shopper strategy in order to increase revenue and thrive
in this new retail world. Here’s how:
EMBRACE OMNICHANNEL: Understand how technology
and people are key to delivering true end-to-end omnichannel experiences with
Simon RussellDirector, Retail Operations Development at John Lewis Partnership.
BE DIGITAL: Learn how to bridge offline shopper
experience and the digital world with Valerie Bolliet, Global Shopper Marketing
DA, Consumer Lifestyle at Philips.
ENGAGE THE CONSUMER: Barbara Pederzolli, Shopper
& Commercial Insights Senior Manager, Central & Southern Europe at
Coca-Cola will share how to optimize in-store communication probing the mind of
the shopper.
BOOST YOUR BRAND:  Hear from Luis Fernandes,
Global, Customer & Shopper Director at Campofrio Food Group, how to Use
shopper insights to boost a brand relaunch along the entire path to purchase.
SPOT TRENDS: Hear about emerging channels &
trends with Eric Fuchs, Non Food Online & Multichannel Bizdev Director at
Carrefour France.
TAKE RISKS: Caspar Berry, Professional Poker Player
& CEO of Risk Taking and Decision Making Limited, will talk about how risk
taking and decision making complement each other in Poker, Business and Life.
UTILIZE BIG DATA: Learn how to turn big data
into insights with Olin Novak, Marketing Director at Tesco.
THINK LIKE A MILLENNIAL: Learn how to create a
social organization that Matches Today’s Millennial Shoppers with Nahal
Yousefian, Head of Human Resources at Tesco Europe.
STAY COMPETITIVE: Want to know how to compete in the
age of the omni-shopper? Steve Hildebrand, Director and Owen McCabe, Director
of Consulting at Kantar Retail Europe will tell you.
INNOVATE THE EXPERIENCE: Herv??
Turpault, MD Europe, Perception Research Services will talk about
application and innovations in eye-tracking and the shopper.
Innovate your shopper strategy in Paris with us this fall!
Download the brochure to see the full program: http://bit.ly/1N5tSUn
Use code OMNIPARIS15BL for an exclusive $100 off the current
rate when you register: http://bit.ly/1N5tSUn
  

Uncover What Your Shoppers Are Looking for in a Retail Experience at OmniShopper Intl

Last year, at The International Shopper Insights in Action
Event, Sainsbury’s Supermarkets keynote Kevin Barrett explored his take on the
future of the retail environment with, “What will People Want?”

At OmniShopper International 2015 we continue to explore the rapid shift in
shopper preferences, new technologies disrupting the route to market and POS,
new rules to identify insights and so much more. As the shopper and retail
evolution continues, so must the conversation.

OmniShopper International 2015
November 11 – 13, 2015
Paris, France
Download the brochure for more information:
http://bit.ly/1LkPm0y
Prepare yourself and your company for the Future of
Retail with all new expertly curated content, in-depth case studies, visionary
keynote speakers and new interactive experiences including: 
??        
Keynote Spotlight:
Technology & People Are Key in Delivering True End-to-End Omnichannel
Experiences
Simon Russell, Director of Retail Operations, John Lewis Partnership, shares
his vision on driving the business forward through the launch of new
technologies, new store formats and recruiting experts with innovation in mind.
??        
Interactive Retail Store Tour:
Explore current store trends, discover the latest advancements in retail store
design and interact with insightful experts to uncover valuable insights – all
through the streets of Paris. Tour is limited to 20 people – act fast to secure
your spot!
??        
Brand and Retail case studies shared by:
Carrefour, Coca-Cola, CSK Consumer Healthcare, Tesco, Warburtons Limited,
British American Tobacco, Philips and more!
Download the
conference programme for full session details and complete agenda: http://bit.ly/1LkPm0y

Join us 11-13 November to revolutionize your shopper strategy to win in the
emerging retail landscape. 

Save ??300 by Friday. Plus, save $100 off the current rate when you use code
OMNIPARIS15LI. 
Register here: http://bit.ly/1LkPm0y

All the best,
The OmniShopper International 2015 Team

@OmniShopper
#OMNIPARIS

Themarketresearcheventblog.iirusa.com

Unilever Reveals New Rules to Identifying Insights

The shopper’s journey to purchase is not linear. The reality
is that people move in and out of moments where they serve as the shopper, the customer
and the consumer. Having multiple channels to support these moments is what
creates a seamless experience. As retailers and FMCGs, we have to depict the
total shopper journey-in the right moment, with the right message, and at the
right place.
As the shopper journey continues to evolve, what are the new
rules for identifying insights? Find out at OmniShopper
International
, formerly The International Shopper Insights in Action Event.
November 11 – 13, 2015
Paris, France
Learn
about the new rules of identifying insights with Unilever:
Changing Shopper Realities: New Rules for Identifying
Insights
Vijay Raj, Vice President, CMI, Research Innovation, Media
& Shopper Insights, Unilever:
Today success is connecting with your OmniShopper throughout
the route to market, understanding and measuring shopper behavior, and
providing the right experience. During this keynote, Vijay will address the new
rules to identifying insights. Where do insights come from? What is the role of
insights? What does it mean for how we gather
insights?               
Download
the full agenda here: http://bit.ly/1UiCKs9
OmniShopper International offers you all-new expertly curated
content, extraordinary keynote speakers, in-depth track sessions,
brand-retailer collaborative think tanks, interactive workshops, and a retail
store tour designed to disrupt your day job. You will be granted unscripted
access to experts who can fast-forward your understanding of total shopper
behaviour and predict the next new path to purchase.
Join us in November to uncover the future of retail and
changing shopper realities.
Register
today with code OMNIPARIS15LI and get $100 off current rates: http://bit.ly/1UiCKs9
Cheers,
The OmniShopper International 2015 Team
@OmniShopper
#OMNIPARIS

Meet Your OmniShopper International 2015 Keynotes

Jumpstart your next best shopper strategies by collaborating
with some of the best in the retail industry at OmniShopper International this
November. Formerly International Shopper Insights in Action, OmniShopper
International 2015 brings you the best mix of leading retailers, brands,
visionaries and thought leaders to arm you with the insight you need to make
your next shopper breakthrough.

Download the brochure here:  http://bit.ly/1Jq1EmA

Introducing Your 2015
Keynotes: 

??        
OmniChannel Experiences
Simon Russell
Director of Operations,
JOHN LEWIS PARTNERSHIP 
??        
Creating Ideas that Matter
Tim Harford
Best-Selling Author
THE UNDERCOVER ECONOMIST 
??        
Shaping Consumer Decisions
Nina Mazar
Behavioural Scientist, Associate Professor of Marketing
ROTMAN SCHOOL OF MANAGEMENT
??        
In-Store Strategy
Pierre Chandon
The L’Oreal Chaired Professor of Marketing-Innovation and Creativity, Director,
Sorbonne Behavioural Lab, INSEAD 
??        
Changing Shopper Realities
Vijay Raj
Vice President, CMI, Research Innovation, Media & Shopper Insights
UNILEVER

And more!

See the full keynote lineup here:  http://bit.ly/1Jq1EmA

Plus, stories to help you rethink the future of retail and shopper realities from:

Carrefour France * Tesco * Philips * Warburtons Limited * British American
Tobacco * Coca Cola Italia * Campofrio Food Group * Coop Danmark * Metro * GSK
Consumer Healthcare and more.

Join us 11-13 November and revolutionize your shopper strategy to win in the
emerging retail landscape.

Use code OMNIPARIS15BL for $100 off the
current rate. Register here: 
http://bit.ly/1Jq1EmA

We hope to see you in Paris! 

Cheers,
The OmniShopper International 2015 Team
@OmniShopper