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:
Category Archives: Advertising
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.
Last month, Orbitz’ partnership with Invoke earned an Ogilvy Award for its ‘Take Vacation Back’ advertising campaign. This new campaign was tasked with differentiating Orbitz from its competitors in an industry where consumers really don’t see much difference between online travel sites on a functional level. Therefore, Orbitz decided to take a more emotional approach, developing campaigns to try to connect with travelers on a deeper, less rational level.
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.
Back in June, I posted some thoughts about Google’s Consumer Surveys tool and how it fits into the market research landscape. The full text is below, but the gist of it was that I really saw the tool more as a polling application than a true market research tool. Recently, Google Consumer Surveys have been in the news again as they proved to be one of the more accurate predictors of the actual outcome. And this has sparked some debate about what this means for the future of political polling in an era where many voters may not be accessible through traditional methods such as calling over a landline.
Recently, after the election, I ran a short directional session to understand how members of both parties (and Independents) felt about the results of the 2012 Presidential election. My immediate goal was to understand how people feel Obama’s re-election was going to impact them on both a national level and a personal level and how it might impact how much they spend, both in the short-term (over the next few months) and on in the longer-term (over 2013). I wanted to understand this both from a general sense and across each party. And while I let the percentages fall where they may, I got a pretty good showing from each group (50% Democrat, 26% Independent, 20% Republican).
I recently ran an Invoke Live! Session where we talked to 200 consumers about the things they do at home that could be considered green. Based on things I’ve heard from friends, colleagues and the news media (even my local high school made news by outfitting the graduating seniors in caps and gowns made from recycled bottles), I thought I was going to learn that the average American is actually pretty green. Instead, I learned that being green is all relative.
Hey, advertisers, let’s pretend!
Let’s say your company has LOTS of advertising budget. Let’s also imagine that this year you have been allocated MUCH MORE advertising funds than you had requested. And finally, let’s fantasize that how and where and when to spend all the extra money is completely and totally up to you.