Tag Archives: YouTube

6 Tips Marketing Researchers Can Learn From Social Media

This post was
originally published on Lightspeed
GMI’s blog
.

Social media has caused a massive shift in the way people
communicate, interact and share experiences and personal interests. Consumers
are always on, always connected. Consumers build unique online relationships;
they are connected to brands, athletes, teams, family, friends and co-workers
on multiple channels. Sharing everything from political views to favorite
products, social media users are leaking valuable information and insights for
researchers to take advantage of.

Marketing researchers have adapted Mobile
First best practices
; but are we also looking to benefit from the same
openness and flexibility that social media platforms have to offer? There are
six ways to successfully engage and capture relevant and actionable
feedback from your panelists based on social media best practices:
1.      
Focus on
people, not metrics: Our
industry refers to panelists, not people. Are
we focusing on why individuals are dropping out of surveys? Are we worried
about their enjoyment of a survey or just survey completes? Create consumer
conversations, not metrics.  
2.      
Stay
authentic: 
According
to Digital Stats, 92% of consumers say they trust earned media like personal
recommendations above other forms of advertising.
 Authentic brands do
better on social media, but trust is earned over time. If you want to capture
genuine consumer insights, treat your online survey as you would a social media
account. Be honest and upfront about your intent.
3.      
Engage,
don’t push:
 Want to get better research? Consider the way you are
asking questions. Similiar to social media posts, consumers favor shorter,
visually appealing surveys with a strong narrative structure.Engage
your respondents first, ask questions later.
4.      
Let the
consumer decide:
video, text or photo? Social media platforms are
constantly evolving, but they always remain focused on consumer adoption. According
to Spinklr, marketers need to find new ways to capture the attention of the
consumer who has seen just about everything
. Every day, more and more
individuals are starting surveys on their mobile devices over PCs. They are
deciding when and what device to take the survey; why not let them decide on
the format? We design for cross-device research, so why not design
cross-format?
5.      
Be
relevant: 
Across Facebook, Twitter and Instagram, you want to reach
your target audience with relevant content ‘ photos, posts and videos. Like
social media, marketing research is a crowded space; panelists are flooded with
survey invites daily. Be relevant: ask
the right questions, in the right sequence to the right audience.
6.      
Interactions
first, technology second:
 Social media planning 101 = interactions
first, channel second. Allow your panelists, not technology, to drive the
future of the industry. Are marketing researchers allowing technology to
dictate the future or panelists? Are you focused on building mobile research
apps or consumer feedback apps?
Gaining success in social media isn’t easy; it’s a process,
a way of thinking. Social media can be used to create and collect customer
intelligence through listening techniques. And this can also ring true in the
online survey world. Think about it: Brands have the capacity to cultivate
conversations with consumers…but often don’t. Researchers who are successful
in gaining insights from surveys are the ones who allow the consumer to take
the wheel and drive how marketers can collect information from them. Platforms
such as Facebook, Twitter, YouTube, Pinterest and Instagram allow users to be
creative and communicate in whatever method is enjoyable to them.  Why not
allow online panelists that same freedom? By allowing panelists to communicate
with you through mediums that are most enjoyable to them, through video for
example, you could garner more authentic and elaborate feedback. Rather than
force tedious or possibly challenging lengthy open text responses, try allowing
an option for using text or video responses. Instead of requiring respondents
to rate a product on a variety of features through a MaxDiff exercise, try
engaging them in conversation through communities or discussion boards.

The perfect solution for the survey world isn’t available in
140 characters or less, unfortunately. But the successes of social media are
ours to grow from.

SoundCloud Innovates Customer Experience

Retail companies today are constantly looking to create a
more unique and personalized customer experience through innovative strategies.
In a recent poll by FastCompany, the 50 top innovative companies at present
were decided. The company that stands out the most for me is SoundCloud.
SoundCloud is currently now is now the world’s largest
single audio platform used by DJs, musicians and other creators. It has 12
hours of content being uploaded every minute and is a revolutionary platform
for upcoming artists to publish their work in the hope that it may be discovered.
It is not just for DJs and music specific artists either; podcasts, audiobooks
and many more are uploaded. There is even a page by NASA that plays audio clips
of what’s happening in space.
The audio company has designed itself to make sure
everything is catered for the convenience of the user. Personally, as someone
with a huge enthusiasm for music and new artists I find SoundCloud is a great
platform for exploration within different genres. With a Soundcloud profile I
can see trending music which people are enjoying at that time and can ‘like’
them so I can listen to them anytime on my profile. There is also an option
when listening to the song to add to a personal playlist for others to listen
to and share in your musical preferences that may not have heard before.
The sharing component of SoundCloud is what I believe sets
it apart from other audio platforms. The sharing is key both on and off the
site. On the site, it is a great tool for sharing new music and a feature that
I believe is key when putting out new music is people’s ability to comment on
it. 
However the comments are not just at the end of a song but comments can be
made mid song, at different times. So for and up and coming artist they can put
out new material and if people dislike certain bits the artist can go away and
rethink which is incredibly useful in producing new music.
Sharing on social media using SoundCloud is also much easier
than with other audio sharing platforms. Soundcloud clips can be embedded into
social media posts such as tweets or Facebook posts and so can be played with
one click without being taken to a new webpage. Recently, SoundCloud introduced
ads, which now gives artists an opportunity to share in the money from the ads that
play before some audio clips. This gives more popular trending artists revenue
as well as exposure on the site.
SoundCloud has expanded massively since its creation and now
has apps available so it can be accessed on the move and for premium users,
offline as well. The audio platform provides users with a way of not only
finding music they love but collecting their favorites to be listened to and
shared with each other in playlists. Audio is a huge medium for people’s
enjoyment and Soundcloud’s innovative design is convenient and useful for
customers. I believe it will continue to grow, dominate it’s field and help
discover new talents.

About the Author:
Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the
industry including social media, marketing analysis and media. He is a recent
graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as
a marketing assistant on events such as the World Architecture Festival, World
Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com

Exclusive Interview: How Technology is ‘Perfecting’ Market Research

From the collection of data to the curation of insights,
technology is disrupting market research at
every turn. And, it’s new technologies that are driving this significant
change. Traditional research just isn’t enough anymore. Brand new ways of working
including are requiring that look at research through a different lens. They
are enabling us to gather insights in new and exciting ways, but also
inundating us with myriad sources of data about users that needs to be
synthesized.
Fortunately, this year the producers of The Market
Research Event present InsighTech:
Innovations in Research Methodology & Technology
– an event that covers
innovative new ways to deploy mainstream methodologies and presents emerging
technology likely to disrupt the industry even further. We recently sat down
with our InsighTech keynote speaker Keith Ferrazzi, CEO, Ferrazzi Greenlight to
discuss how technology is disrupting market research.

Here’s what Keith had to say:
IIR: How is
technology disrupting and transforming market research?
Ferrazzi: Technology
isn’t disrupting market research, it is perfecting it! What once was
survey-based and qualified by outcomes can now be measured in real time. With
the advent of digital platforms, we are learning how people behave in
an unprecedented manner. This means we now can figure out what images or
content actually is working because of click-through and time spent on site, as
well as which function of a company’s intranet is providing the most value-based
on engagement rates. With this data we can easily tweak one variable at a time
and see what the results are. 
We are only just beginning to see
the possibility of technology and understanding how people interact
with the market, but with the inclusion of big data and digital behavior
mining, be prepared to see not only marketing but products more finely tuned to
our needs and desires.
IIR: How is
Ferrazzi Greenlight specifically disrupting market research?
Ferrazzi: One
thing we do is we use technology to identify top performers in companies so
that we can extract valuable information from them as a way to accrue
and curate best practices to train to the larger employee base. We’re
crowd-sourcing training to allow each organization we work with devise their
own best practices and train to them instead of walking in saying, “Here’s
what’s going to work for
you.” We may use technology to identity them,
but old-fashioned interviews are still the best way
to get at how your employees behaviors influence their day-to-day
activities. Sometimes you need both old school and new school techniques to be
successful.
IIR: How do you
sort through the current technology trends to uncover what will eventually
change how you do business?
Ferrazzi: I’m
lucky in that I have an in-house team developing technologies to help
in the corporate space, so I rely on them and their expertise to keep me
informed on new products and opportunities. I will never be able
to know everything about every line of corporate acceleration/market
research, but if I empower the right people and make it a priority that they
come to me with anything they uncover in their daily lives, I can be exposed to
enough to determine good trends and where I should research further for
opportunities.
IIR: In the
digital age, what is the new consumer angle at Ferrazzi Greenlight?
Ferrazzi: Same as
it’s always been, improved experience. What this means now, though, is
that we have an ability to hear the consumer through the entire buying cycle.
From social media chatter and sentiment analysis to analytics on their website
experience, we are able to see how the consumer interacts with a given
product/brand. 
IIR: How do you
harness the power of social, attitudinal, and behavioral data for deeper
consumer insights?
Ferrazzi: This
data is gold to any new CEO, sales lead, etc. At the end of the day, you need
this data to take your product from being guess work to targeted services
tailored to the needs of your consumers. But data will only take you so
far. This will always be iterative and a learning process. Just because
you see a demand for something doesn’t mean you will immediately discover the
execution that is desired. You need to find and trust your creativity to
express the solution to the data.
IIR: How is
gamification affecting market research?
Ferrazzi: Gamification
is a hot topic right now. The goal of gamification is to increase engagement
with a given product, app, or service. What that really is are incentives.
There are some very fascinating discoveries being made about the
value and implementation of incentives. You need to choose a rewards
model that works best for your given situation and it needs to be
unique. So if gamification, leaderboards, badges, etc. work to help your sales
team succeed, excellent! But perhaps the reward needs to be more emotional
in nature, the more they sell, the more gets donated to the charity of their
choice. Both of these “games” could help drive your business
outcomes, but it’s up to you to determine which works best.
IIR: How is
wearable technology affecting market research?
Ferrazzi: Wearable
technology is going to be a huge new market research opportunity, but I have
found that the vast majority of the data that these toys (Nike fuelbands,
 Jawbone Up, the FitBit) are only gathering very basic information limited
to the accelerometers weakness of only tracking certain kinds of activity.
You only get a small amount of data. In time though, that
data married to other data from other smart devices in your life will allow
market research to become unimaginably personalized. Just as a Nest home system
learns your patterns and behaviors to know when to
turn up or down the heat or turn on or off lights to suite your
needs, so too will marketers learn patterns in their audience and better
understand what drives or motivates it.
IIR: Where do you
see market research technology going in five years?
Ferrazzi: Five
years is a huge window to discuss. What I think is the biggest debate that will
shape the next five years is the nature of what data we deem should be
available to marketers from our interactions with technology. Some argue that
all of this should be protected and private. Other argue that if you
are using their platform, say a free Instagram account, you trade your personal
data for use of a fun photo sharing experience with friends. Depending upon
how public sentiment swings, what we learn from people and technology is
entirely too big and varied to conceive.
IIR: What is the
best innovation in market research that you have seen?
Ferrazzi: It
isn’t a single program, or application, but rather a creative mind that can
look at the data coming from a variety of sources and find the through line.
Data by itself is wonderful, but the amount of data we are beginning to receive
is overwhelming. It takes a clever human (not technology) to
sort through the sea of data to discover the truth behind it. We are not
beyond the point where human ingenuity and understanding should be
undervalued. Artificial intelligence will always need human intelligence
to guide it. So if you want the best market research, find yourself a
curious mind and give that person the tools to go explore. 
IIR: How does the
Internet of Things drive more meaningful consumer connections?
Ferrazzi: It’s
still a relatively new concept, but with all the “smart” options of everything
from TVs to refrigerators to even vacuum cleaners being introduced on a regular
basis, we’re no longer being dictated to by manufacturers. There’s a more fluid
relationship between consumer and producer.  This level of interaction
creates an almost dialogue and helps fine tune products to a changing base.
Want to hear more
from Ferrazzi? Don’t miss his keynote
presentation
entitled, ‘Research Drives the Intersection of Human
Relationships and Software in Groundbreaking New Platforms’ taking place on
Tuesday, May 5th at 9:30 am in San Francisco, CA.

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.

The Media Insights & Engagement Conference 2015 Executive Summary is Here

This year, The Media Insights & Engagement Conference brought together leaders from the best of the media industry including: ESPN, NBCUniversal, Disney, ABC, Viacom, CBS, Scripps Networks, Turner Broadcasting, Revolt TV, Comcast, Netflix, AMC, Discovery Communications and more. They collectively explored the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event proved to truly be the place to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships.
The feedback from this year’s event was overwhelmingly positive. Check out what people had to say about it:
‘An awesome conference that provides a once-a-year enclave for researchers looking to share ideas, keep current with trends and learn more than they expected.’ -Theresa Pepe, VP, Ad Sales Research, Nickelodeon Group, Viacom Media Networks
‘The Media Insights & Engagement Conference is one of the most efficient ways to keep on top of (or even ahead of) the rapid and unprecedented changes in the media environment.’ -Jess D. Aguirre, SVP Research & Media Planning, Crown Media Family Networks
‘The Media Insights & Engagement Conference has become the ‘must attend’ event to hear candid and uncensored insights from the top echelon of today’s TV research thought leaders.’ -Robert Miner, President, Miner & Co. Studio
‘The Media Insights & Engagement Conference hit the rare trifecta of an event, topical program agenda, insightful speakers and an engaged audience.’ -Tom Ziangas, SVP, Research & Insights, AMC Networks
From iconic speakers, to brilliant presentations, to collaborative workshops, and unforgettable experiences, download the executive summary of highlights and takeaways from The Media Insights & Engagement Conference 2015: http://bit.ly/1zsXXUg
Overall, this year’s conference was a success. Technology is constantly changing, and The Media Insights & Engagement Conference helped the attending researchers to stay ahead of the curve to be successful in reaching their audiences.
Jim Bono, VP Research, Crown Media Family Networks, wrote: 
‘Our morning keynote speakers were all entertaining, engaging, and a great way to start off each day. Dr. Jeffery Cole, Nir Eyal, Casper Berry and B. Bonin Bough each captivated the room, and in their own humorous way had us laugh, as well as think, as they each shared great insights about media, brands and viewers. Our co-chairs, Tom Ziangas and Jess Aguirre, along with our event producer Rachel McDonald put together a fantastic program, and I am looking forward to next year’s conference in Fort Lauderdale.’
Download the executive summary here: http://bit.ly/1zsXXUg

For more on The Media Insights & Engagement Conference and the latest in media insights, visit our social media channels at any time on LinkedIn, Facebook, Twitter, YouTubeand Blog for more.

Summary of The Media Insights & Engagement Conference Day 3

The final day of The Media Insights &Engagement Conference started off with co-chair Tom Ziangas giving us a recap of Day two.
Once again, we had a top-notched entertaining and informative keynote speaker, B. Bonin Bough, VP of Global Media and Consumer Engagement at Mondelez International, who discussed Turning Talent into New Rockstars. Bonin talked about the challenges of media and commerce in our ever changing world (radio to TV to digital to what’s next). His comical approach to our business covered topics like multi-tasking vs smoking pot, toothbrush usage, and the addiction of social media. He also gave us an understanding of Hackonomy – the concept of breaking things to create value.
Our featured session of the morning, Post-Disruption, The New, New Media Landscape, saw Jake Katz, VP of Audience Insights & Strategy at Revolt TV explain how brand positioning should take advantage of all of the cross-platform opportunities available. He focused on the cultural shift of audiences and consumers, as well as brand behavior, and how social media amplifies traditional media. Due to all our media options, Jason tells us that the medium influences how the message is received, so don’t be everywhere, be somewhere strategically.
The last day had three groups of strategy labs. The first breakout at 11 am consisted of:
??         Developing a Global Cross Channel Measurement Plan with Vivian Takach of Netflix
??         Gen Next: Is TV the Second Screen? with Mark Loughney of Turner, Sesame Workshop’s Diane Polvere, and was moderated by Robert Miner
??         The Democracy of Downloading: What Gamers Expect from Digital Distribution with Chris Rethore and Allison Taylor from MarketCast
The next lab sessions at 11:45 am were:
??         Viral Video Hits: The Why, How and What Established Networks Can Do About It
??         Decoding the Entertainment Landscape in Latin America
??         The New Habit of Always-On Shopping: What it Means for Marketing
Comedy Central’s Shari Cleary presented an entertaining (and R rated) session about viral videos on social media and how their growth is taking the world by storm. Content experiences resemble hanging out among friends for the viewers. Self-created content also creates a platform for those lacking presence in traditional media. Fans like these videos and find them fun and easy to use.  They also like the fact that they can form conversations around them.
The conference’s final lab sessions at 12:30 pm were:
??         The Future of Online Video Measurement
??         Understanding Kids and Media Behavior in a Multi-Screen World
??         Best Practices for TV Advertising in a 2-Screen Environment
Theresa Pepe from Viacom covered all of the areas about kids’ viewing and behaviors (that Nielsen is not measuring). Kids are using more social media and digital media like Facebook, Netflix, Instagram, Pintrest, Skype, Pandora, and a wide array of apps. We also learned about how moms are using smart and mobile devices. Top activities for moms include listening to music, communicating/sharing pictures, browsing the internet, and playing games. And kids continue to follow mom’s lead, but kids are more likely to view TV on mobile.
The conference concluded with the Case Study Awards. This year’s nominees were:
??         Digital Acculturation: Helping Brands Engage New Canadians presented by Olga Churkina-Voigt (Fresh Intelligence) and Sebastian Fernandez (Yahoo)
??         Not So Fast: The Benefits of Fast Forward Disabling with Duane Varan (MediaScience) and Julya Fridman (A&E)
??         Longitudinal Ethnography of Media Audiencesgiven by Richard Zackon (CRE) and David Tice (GfK)
After our co-chairs gave their closing remarks the MediaScience/A&E presentation was voted this year’s Case Study winner.
Overall, this was a great conference. The lab sessions were extremely helpful, as there were some very interesting studies and discussions about how we can better use data to monetize ROI. Yet, there is still a lot to learn in our ever-changing industry, especially among millennials, social media and cross-platform opportunities. Technology is constantly changing and we as researchers need to stay ahead of the curve to be successful in reaching our audience and consumers.
Our morning keynote speakers were all entertaining, engaging, and a great way to start off each day.  Dr. Jeffery Cole, Nir Eyal, Casper Berry and B. Bonin Bough each captivated the room, and in their own humorous way had us laugh, as well as think, as they each shared great insights about media, brands and viewers.
Our co-chairs, Tom Ziangas and Jess Aguirre, along with our event producer Rachel McDonald put together a fantastic program, and I am looking forward to next year’s conference in Ft. Lauderdale.

About the Author: Jim Bono is a TV industry veteran of nearly 25 years, working in Cable TV research for over 20 years.  He’s coming up on his 15th year with Hallmark Channel and Crown Media, where he is VP of Research and heads the department on the East Coast.  A Long Island native all his life, Jim is married to his best friend and wife of 23 years and has 2 wonderful teenaged sons.

Tubular Labs Revolutionizes Digital Video Measurement

As video platforms and social data proliferate, traditional measurement techniques haven’t been able to keep up, which has made the audiences and conversations about online video almost impossible to track.
Tubular, an innovative video intelligence service, has introduced software that tracks the creators and content of one billion videos across over 30 platforms. After unlocking YouTube, Tubular Labs now provides real-time insights into what and who is succeeding on Facebook Video, Vine, Instagram Video, Twitch, Vimeo, and AOL, as well as MTV.com and CNN.com. In addition, Digitas, Comedy Central, Activision, and HGTV are among the Tubular customers with early access to the cross-platform expansion that delivers insights to build their brands online.  
‘You don’t have to fly blind in the future of video,’ said Tubular Labs CEO Rob Gabel. ‘For the first time ever, Tubular Labs’ customers now receive real-time, essential industry intelligence.’
Now, just a simple search across Tubular Labs’ 2.3 million creators reveals 21,000 are already generating one million views or more each month. Tubular sheds light on these creators, the videos they create, and the audiences they reach. In fact, more than 16,000 videos per month reach the one million view milestone.
Tubular Labs video intelligence has been developed with sophisticated customers in digital video, using big data techniques to derive patterns of success from more than one billion videos uploaded by 2.3 million creators. Video teams are empowered to answer key questions, like what content resonates most with which audiences, where and how should content be distributed, and which campaigns performed best.   

‘Digital video is TV for the social media generation. It’s the next great advertising frontier,’ said Tubular Labs Co-Founder and VP Marketing, Allison Stern. ‘There’s a measurement gap. We’re going to fill it – to provide much needed insights to brands, agencies, and media companies.’

Redefining the Path from Data Collection to Insight Curation at InsighTech

With unprecedented speed, technology is dramatically
disrupting the way we gather data, connect the dots and tell our insights
stories. The producers of The Market Research Event (TMRE) are excited to
invite you to the all-new InsighTech event. Redefining the path from data
collection to insight curation, InsighTech presents groundbreaking innovations
in the deployment of traditional and new research methodologies. Hear best in
class case studies from your peers, participate in experiential field trips AND
discover emerging technology likely to disrupt the industry even further. This
dual approach ensures you will be able to apply what you learn immediately AND
prepare for the future.
Learn more about this exciting event here: http://bit.ly/1GvhBrq
Featured speakers
include:
The Future of Technology & What it Means for Your
Business: Chris Anderson, Former Editor-in-chief, WIRED, Author, The Long Tail
& Co-founder and CEO, 3D Robotics
The Futures of Market Research: Robert Moran, Partner &
Global Head, Brunswick Insight
Scaling Research for Breakthrough Innovation – The Platform
Approach: Daniela Busse, Director, Global Innovation Network, Citi
Ventures
Download the brochure
for a full list of speakers:
http://bit.ly/1GvhBrq
Plus industry experts from Twitter, LinkedIn, Jawbone &
more will discuss how the research process is and will be effected by:
??        
Neuromarketing
??        
3D Printing
??        
Virtual Shopping
??        
Artificial Intelligence
??        
Internet of Things
??        
Social Gaming
??        
Crowdsourcing
??        
Big Data
??        
Wearables
??        
Data Delivery & Visualization
??        
Mobile Research
??        
Text Analytics
??        
Social Analytics
??        
Geo-location
??        
And more!
InsighTech will cover everything from mobile research to
drones. Do not miss out on this unique experience that is focused on innovation
in research methodology & technology!
Mention code TECH15LII & Save $100 off the
standard rate. Register today:
http://bit.ly/1GvhBrq

Cheers,
The InsighTech Team
@TMRE
#InsighTech15

Themarketresearcheventblog.iirusa.com

The Impact of Mobile Viewing on Sports Networks

The 2015 College Football Playoffs on New Year’s Day saw the cable TV viewing records be beaten not once, but twice. In fact, 28.271 million viewers (the most of all time) tuned into ESPN to watch the Ohio State Buckeyes defeat the number one seed Alabama Crimson Tide 42-35 in the Sugarbowl. This was preceded by the Oregon Ducks winning 59-20 against the Florida State Seminoles, which received 28.164 million viewers (the second most of all time). These viewing figures had increased by 51 percent and 150 percent, respectively from last year’s games.  
So, with figures like these why do many people believe that TV is dying out? Of course, events such as the College Football Playoffs do not occur every day, however I believe that TV is not dying out, but is simply adapting to the challengers that have recently emerged.
The recent popularity of companies such as Netflix has pushed many major channels to create ways to watch programs and stream live shows online. This has come about in correlation with the advancement of tablet and smartphone technology which now allow you to stream video. Daily media usage for tablets has increased from 21 minutes per day per person to 159 minutes from 2010-2014, smartphones have increased from 40 to 134 minutes, and television only increasing from 269-279 minutes.
ESPNis a prime example of the online charge as 1,728,000 unique viewers used Watch ESPN, its new online stream to watch the Football on New Year’s Day. That huge number of people will have been ESPN subscribers on cable, but were able to watch the game remotely despite not being at home with their cable box via Xbox, laptop, tablets and smartphones.
Despite this surge of online streaming. Bloomberg News discovered that U.S. pay TV subscriptions fell in 2013 from 100.9 million subscriptions to 100.8; not exactly a terrifying statistic for TV companies. Bloomberg’s Ian King points the finger at young people or ‘cord-nevers’ who have never paid for cable or satellite television. These ‘cord-nevers’ are mostly students or young graduates who turn to alternatives such as YouTube, Netflix or Google Play to watch their most loved shows at cheaper prices than a TV subscription.
However, more often than not these people’s families will have television sets; it was found that TV reaches nearly 90 percent of US households. So the recent drive to provide remote online streaming means that these people who may not be able to afford a TV subscription can still watch cable and satellite channels such as ESPN but in different locations. From personal experience, while I was at University in England I was able to watch the FA Cup final live (the English, less glamorous version of the Super Bowl!) while my family watched it at home, instead of having to watch season three of Friends for the ninth time on Netflix.
There is a belief amongst many people that these young ‘cord-nevers’ will continue to use cheaper alternatives as they are used to living without cable TV. I, myself am living in a foreign country on a small budget so television is not a priority, but I believe there will come a time where again I will be able to afford the luxury of satellite TV and I will want to provide it for a family and for them to watch remotely when they themselves can’t afford it.
Understandably, the emergence of cheaper alternatives to watch television shows has caused a decline for cable and satellite TV providers. I believe that the battle for TV domination will continue and TV will have to keep adapting to keep up with the increasingly mobile world but it will not become a thing of the past. People will continue to sit down on New Year’s day to watch Football Playoffs with 28 million other people.
About the Author: Harry Kempe, a marketing intern at IIR USA, who works on various aspects of the industry including social media, marketing analysis and media. He is a recent graduate of Newcastle University who previously worked for EMAP Ltd. and WGSN as a marketing assistant on events such as the World Architecture Festival, World Retail Congress and Global Fashion Awards. He can be reached at hkempe@IIRUSA.com.

TMRE 2013 Video: 5 Shocking Trends That Will Change the Way You Do Business

Constant change at a rapidly accelerating pace is upon us. How you, as a research company or a client-sider, plan to allocate your time and money in order to keep up with the pace of change is becoming an increasingly tricky equation. Here are a few things you should note about the pace of change.

Wynne Tyree is the Founder and President of Smarty Pants and discusses her findings in this presentation available here (Run time: 00:36:16). The five trends she discusses in this encore session are:

1. Facebook is Dead – Young people are leaving Facebook for other apps such as Snapchat or Instagram. The reason for this being is the invasion of parents onto Facebook and as a result young teens are leaving for more private apps.

It is important to note that these millennials are not deactivating Facebook, they are just using it differently.


2. Zero TV Households – This doesn’t necessarily mean that a household doesn’t own a TV, it just means they do not pay for cable.

In fact, 75% of these households own TVs they just use other means to get TV such as Hulu or Netflix.

3. Bigger is Normal – This trend deals with the obesity problem in America and is a problem because becoming heavier is the new norm in America.

Almost 70% of adults are overweight or obese, and this is setting a bad example for our nations youth. Most of the top brands in the U.S. (28/50) are nutritionally weak and this is not helping the problems.

4. Dads Are Important – The number of stay at home dads has doubled in recent years. Dads have their own unique style of parenting and are available to be targeted.

Also, 50% of dads do grocery shopping for the family and this is another area to target dads.

5. What Does The Fox Say: This YouTube video is funny and random and that is the trend. The fact that there is no point and that anyone can create content is what makes this a trend.

This video and videos like it are open to interpretation and are connecting people because they are funny in a different way for every individual.

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.

4 Key Trends for 2015: From Consumer Insights Canada to TMRE 2014 via Trendhunter

For those of who may not know the lovely Shelby Walsh, she is President at TrendHunter and soaks up trends for breakfast, lunch and dinner. We had a chance to catch up with her and her team at the Front End of Innovation Toronto and Consumer Insights Canada event last week.

Here’s what she told us:

How did you find the experience at FEI Toronto & Consumer Insights Canada?

The experience at FEI Toronto was fantastic. The breadth of sessions everyone had to choose from was incredible — from the Internet of things, to the mind/body connection and authenticity. 


On top of the takeaways from all of the sessions, there was an impressive array of individuals in attendance, which made breakfast, lunch and networking breaks all of the more interesting. 

FEI Toronto - Consumer Insights Canada
Can you share the biggest takeaway from your Trendhunter partner and fiancee, Jeremy Gutsche’s talk? 
The biggest takeaway from Jeremy’s Better & Faster talk was that we need to focus on overcoming the psychological traps that are blocking successful people everywhere from realizing their potential. 

We need to awaken our “inner hunter” and instead of “farming,” creating only incremental change, we need to be open to destroying in order to create breakthrough innovation. 

Jeremy’s keynote was very personal and touched on drawing inspiration from his dad and how he proposed to you, as a social media strategist I know there can sometimes be a fine line between what you share and what you keep private. I understand the video he shared is up on YouTube, can you tell us a bit about the proposal, the video and sharing it online.
I personally never share anything that could put me in an unprofessional light or is negative about other individual or brands. Social media is supposed to be a great way for people to connect with others and a lot of times, celebrate the most interesting parts of our lives. 

I didn’t hesitate to share our engagement video to over 20,000 of our closest friends because the way Jeremy proposed was creative and very Trend Hunter-esque. It was an authentic expression of who we are and a touching moment that we wanted to share with others who’ve felt the same or hope to one day!
We had planned a field trip to tour your Trendhunter headquarters but received such an overwhelming response, we decided it made more sense to open it up to everyone and do a cocktail mixer instead. Can you tell us a bit about the research you shared during the tour and gives a bit of insight into how your office environment inspires your innovative culture?

Trend Hunter had a blast hosting a cocktail mixer for FEI! Our office space lends it well to the creative environment we have, as well as events like this! People loved our bar complete with Trend Hunter marquee lights, our London telephone booth and our open-concept, brick and beam space. 

It’s a great environment to let ideas flow!


The 4 key trends discussed during our Trends in 2015 presentation include

Beacon – This burgeoning technology has been utilized by those on the cutting edge in the art, retail and charity worlds. The next generation of these location-responsive devices will make communicating with consumers even more customized, interactive and ultimately, effective.

Makeshift Luxury – Retailers are turning to pop-up events that are super lavish. These temporary luxe shops and consumer experiences are the next evolution in brand marketing that’s more experimental and temporary.

Meta-Marketing – Millennials are approaching peak purchasing power, and marketers are keen to capture their attention by creating ads about ads that self-mock and have a focus on being authentic.

Flavor Reversal – Bacon beer cupcakes and avocado donuts are just a couple of examples of how sweet and savory are being experimented with creatively to create buzz and appeal.

FEI Toronto & Consumer Insights Canada 2014
FEI Toronto & Consumer Insights Canada 2014
FEI Toronto & Consumer Insights Canada 2014FEI Toronto & Consumer Insights Canada 2014


We’re looking forward to joining you, Jeremy, and the rest of the Trendhunter Team at The Market Research Event stateside in Boca Raton. Fl. Later this month. Can you give us a little preview into what we can expect? 

We work with brands creating custom monthly reports to help identify consumer needs and track emerging market trends. These reports are based off of a 100,000,000 person virtual focus group and over 2 billion views of data. For those attending TMRE, we’re offering some reports on the house, so make sure to find us at the event! 

Just as exciting, there has been a lot of talk recently about Oculus Rift — a platform that allows for one to experience augmented reality like never before and other cutting edge virtual reality applications that tap into 3D gaming, simulations, and rich immersive experiences. Now, I can’t give away what Trend Hunter will be doing, but I can tell you that it will be an experience you don’t want to miss out on

ABOUT THE AUTHOR

 

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