Tag Archives: Samsung

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

What Samsung Looks for in Research Agencies

Insights Chief Says Innovation and Communication Key for Preferred Vendors

By Marc Dresner, IIR
For consumer researchers at most corporations, cultivating
rich partnerships with research agencies has become absolutely imperative.
Transactional relationships won’t do. We hear over and over
again that companies want a partner who understands their industry and their
unique business needs, and who can function as an extension of the research
organization.
Tim Benner

This is certainly true for Tim Benner, Director of Consumer
Insights and Analytics
, and his team at Samsung Telecommunications America.

‘Mobile technology and the market move very quickly. Having preferred vendors
allows us to execute research with the speed we need,’ said Benner.
But with so much change taking place both in the mobile industry and in research, generally, Benner says partners need to keep very current methodologically, because searching out new research capabilities can be burdensome. 
He also needs his agency partners to be proficient influencers. 
This is a point I hear all the time from the client side: Methodological expertise is not enough; be able to tell and sell a research story. 
In this episode of The Research Insighter podcast interview series,
Benner discusses what he looks for in a research agency partner, including:

-          Specialization

-         
Innovation


-         
Communication savvy


Listen to the podcast…


Editor’s note: Tim Benner will be speaking on the ‘Intersection of Big Data and Little Data’ at The Market Research Event 2014
October 20-22 in Boca Raton, Florida.
For more
information or to register, please visit www.themarketresearchevent.com




ABOUT THE 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.

Live from #TMRE13 Putting a Finger on the Fans’ Pulse

If you didn’t notice all the buzz about Miley Cyrus’s VMA performance this year, you might be living under a rock. My Facebook and Twitter feeds were littered with comments about her performance for days after the awards were over. Whether it’s good attention or bad, it gets you talked about. So is this really just annoying newsfeed junk or marketing gold? 
Christopher Chen and Stephanie Gomez from Universal Music Group shared with us how and why they track these comments in Putting a Finger on the Fans’ Pulse.
Universal Music Group takes on the task of tracking this buzz – whether positive, negative or neutral. They track more than 3 million social conversations on a given day, between Facebook, blogs, forums, Twitter, you name it. Anything from a risqu?? performance to a funny YouTube video could trigger chatter like this. Not only does this gossip get you noticed, it has the potential to put your company on the map.
Earlier this year, Jay-Z and Samsung teamed up for an exclusive pre-release opportunity for Samsung Galaxy users ONLY. His new album, Magna Carta Holy Grail was available for free to those users 72 hours before it was set to release to the public. He announced it during the NBA finals in a 3 minute commercial – guess what my newsfeed blew up with that day? I don’t know about you, but as an iPhone loving Jay-Z fan, I was quite tempted to switch to Samsung! Here’s the story: Jay-Z Magna Carta Holy Grail lands today for Samsung Galaxy owners

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.