I know what you’re thinking – great, another researcher offering his take on how the Super Bowl ads performed…WEEKS after the Super Bowl. And yeah, ok, technically that is what this is. But I hope this is a slightly different take. I have looked at a few different rankings and there are two interesting discrepancies that got me thinking.
All posts by Wayne Goodreau
In an effort to further understand the habits and attitudes of Millennials I recently ran an Invoke Xperience with close to 150 Millennial participants. This Xperience focused on better understanding Millennial shopping habits and attitudes. Specifically, I really wanted to understand how they are shopping online versus brick-and-mortar locations. In order to do this, I not only conducted a standard Invoke qual/quant session but I added elements of a Mobile In-the-Moment survey (to gather in-the-moment feedback at a brick-and-mortar location) and an Immediate Website Usability component (run within the session to gather real-time feedback on a website experience). These components were added in to gain more “real” data on both brick-and-mortar and online shopping behaviors and perceptions. You can check out the full report here.
Recently, I came across an interesting Bloomberg Businessweek article discussing the limitations associated with focus groups and the ways some companies were using solutions (such as Invoke’s large-scale online focus groups…ahem, I work there) to overcome these limitations. The article is here: (http://www.businessweek.com/stories/2005-11-13/shoot-the-focus-group).
OK, so I know I have been slacking on my TMRE takeaways, holding tight to my last little trend as Gollum clings to his precious (sorry, the Hobbit is coming out this weekend). And I know you are all, “TMRE? That was an elf’s age ago.” Ahem, sorry. Hobbit.
This next post is a bit of a subversive, yet important, nugget I walked away with after attending TMRE this year. I heard a good deal of chatter around making insights “stick” and how to help clients and stakeholders internalize and, even more importantly, evangelize the insights we as researchers bring to them.
In my last post regarding my TMRE takeaways, I covered the presence of online qualitative research at TMRE 2013 and how I see the work I do at Invoke fitting squarely in this space (http://blog.invoke.com/my-tmre-2013-takeaways-part-i-online-qual-is-important/).
At The Market Research Event (TMRE) this year, I noticed some overarching trends that permeated throughout amazing keynotes, interesting breakout sessions and some really innovative technology and research services on the exhibit floor. And honestly, I left feeling heartened and even more assured that the work I am doing at Invoke is truly a step forward in the evolution of market research. Over the next few weeks or so, I plan on expanding on some of the trends I saw and what they mean to me personally and potentially to the market research industry as a whole. Quickly, the trends I will be focusing on in this post series are as follows:
Being in the market research field for so many years now, I have a lot of trouble watching a brand do something that gets consumers scratching their heads or voicing public complaints (or worse, boycotting products) without immediately wondering what research drove such a creation. For example, I found myself wondering this when Tropicana introduced their new packaging back in 2009 or when Hyundai ran their “pipe job” ad in the UK. When you see such a negative reaction from the public, you have to wonder how something like this even gets created.
In Daniel H. Pink’s provocative Drive: The Surprising Truth About What Motivates Us, he confronts long-held ideas about motivation by challenging them with scientific truths about human behavior. Namely, he points out that what used to work to motivate – especially in business – does not work as well today as many have moved from doing algorithmic, routine tasks into more non-routine creative roles. And this got me thinking – does this impact how we should measure employee satisfaction and, ultimately, employee engagement?
I love the Super Bowl. Honestly, for me personally there is no other singular championship game that gets me as excited as the Super Bowl. I love the Stanley Cup and the World Series too, but neither captures that “one shot at glory” feel of the Super Bowl. Speaking as a fan of the game, it is truly something I look forward to each year.