All posts by Kathy Alexander

1-18-2017-11-26-14-am

A Few Resolutions for 2017

By | Market Research Insights, Marketing Trends, Other | No Comments

I’m not one for making predictions.  I often feel like I am stretching too much without a solid foundation.  Instead, I prefer to make resolutions.  What can I do to enhance my craft and become a better researcher?  With so many clients turning to “big data” to shed light on customer behavior, I am often required to sell-in the value of more exploratory methods to provide context and clarity to the relationships revealed by data scientists.  My 2017 resolutions are all focused on exploring how we can extend the value of primary research methods and help build the necessary bridges between “big” and “small” data insights.

The Dark Side of Binge-Watching

By | Focus Groups, Invoke Live!, Market Research Insights, Online Research, Other | No Comments

The dark side of binge watchingIt’s dark and we are in the middle of Ohio. The road trip has been quiet until my daughter’s jubilant cry from the backseat of the car: “Mom! I just finished all 5 seasons of Baby Daddy!” The pride in her voice was evident. The time spent…the dedication…she was finally caught up and ready to watch the current season. Yet, the glow lasted only a short while before the angst set in. “Now what should I watch?” “When will the next episode be ready?” And, every parent’s all-time favorite road-trip question: “I’m bored…are we there yet?”

Have the courage to abandon the standard for something greater

By | Innovation, Market Research Insights, Online Research, Products & Features | No Comments

Challenge disruption with disruption.

The headline in yesterday’s WSJ Business & Tech page called “Test Audiences Can Make or Break New TV Series” showcased a very traditional research method for testing TV Pilots, while at the same time decrying how hard it is to find a hit in much more fragmented and competitive marketplace. Yet why do we as an industry continue to rely on the same methods to meet new challenges?

Exploring the New Value Proposition for Content Channels

By | Events, Focus Groups, Innovation, Market Research Insights, Online Research, Other | No Comments

KathyThe best new gadget to land in my house in the past 12 months has to be our Comcast X1 voice activated remote control.  This one button has dramatically changed how we find the content we want to watch.  No longer do we need to remember channel numbers or times.   We are empowered to “ask” for what we want by genre, title, actor or channel.  While this simplifies the process of finding something once you have a direction, a larger question remains “How do we know what to ask for?”

Invoke launches Media & Entertainment research practice

By | Innovation, Market Research Insights, Online Research, Other | No Comments

KathyThe kick off of the Media Insights and Engagement conference today in Fort Lauderdale, FL offers the perfect backdrop to announce the formation of Invoke’s Media & Entertainment practice. I was especially engrossed in the morning keynote by author Ryan Holiday. His use of stoic philosophy as a construct for how to navigate the change that happens in any industry was refreshing. The idea is pretty simple – fate doesn’t have to derail you, instead it can clean the slate and invigorate change – but to accomplish requires a disciplined mindset willing to give up on preconceptions and prejudices that often cloud innovation. Read More

Disruption and the Role of Research in the New Economy

By | Other | One Comment

kathy120At the The Market Research Event in Orlando last month, there was a lot of buzz about Big Data and automation disrupting the face of research.  Then within a week of the conference, Seth Godin, one of the conference keynotes, publishes a blog post discounting the validity of Surveys and Focus Groups stating “polls are always wrong.”  Hard not to come out worried that our craft is under-siege.

Woohoo! I learned to program, and so can you.

By | Other | No Comments

kathy120Woohoo!!  I learned to program, and so can you.

As one of the newest members of the full-time staff, many have asked why I joined Invoke.  As an Invoke client for the past 10 years, I see it as more of a natural transition than an abrupt change of pace.  Yet, joining the company has clearly changed my role in the overall process.  Just like the rest of the research team, I had to learn to program my own discussion guides.