We’re at the foothill of a new year, and I find myself continuing to want to understand Millennials a little better, so I’m revisiting an Invoke Xperience session (the session can be seen here) focused on understanding Millennial perceptions and behaviors regarding the news they consume. This session relied on traditional “Invokian” methods and lines of qualitative and quantitative questioning to uncover some interesting tidbits about what’s important to Millennials and how this impacts where they source their news and stay up-to-date on current events. In light of the recent “fake” news phenomenon, I think this is the perfect time to take another look at this study.
Category Archives: Innovation
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?
Close your eyes and imagine… You’re sitting on your couch snuggling with your pet, when a pet food commercial starts playing on the TV.
Your pet jumps from your lap and approaches the TV. It sits a foot away from the screen, staring. Maybe even barking, maybe meowing.
Now imagine this… You’re doing errands with your dog (not too many people go shopping with their cats, but if you do – we beg that you send us a picture) and you walk into a pet store. Your dog really wants to explore a specific display that catches its attention. Eventually you relent and your dog spends a few minutes sniffing around the display.
We all know that our choices are influenced by advertising. Now Invoke has research that proves the same is also true for our pets. Read More
The 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?”
The 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
#31 just might be your lucky number
Stop by booth #31 at the CRC in St. Louis to see how Invoke’s live research events help marketers save time and money while generating powerful insights.
The crowds are being wooed as never before. Their collective wisdom is being solicited for all types of situations including graphic design (CrowdSpring), OCR text correction (reCAPTCHA), finding people lost in a hurricane (Katrina PeopleFinder), funding interesting startups (KickStarter), and even designing and manufacturing armored vehicles (Adaptive Vehicle Make).
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.