Category Archives: Innovation
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:
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.
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?
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.
Christina Hart was vexed. Having moved to the Midwest to join ConsumerCo six months ago as the new SVP of Marketing with a well-deserved get-it-done reputation, she was struggling with the new directive from the CFO to “increase cost efficiencies – no exceptions.”
A Brand manager not only adds to the choice set of consumers with their product offerings but, in fact, have many choices of their own to make when it comes to gaining market intelligence and research data.
Recently, I conducted an Invoke Live! session with a total of over 200 respondents to understand the appeal and definitions around on-product claims such as natural, organic and local. Interestingly, while both natural and organic are compelling terms in their own right, 84% of respondents have a positive opinion of products that carry the local claim (compared to 75% for natural and 73% for organic). I wish that was new news, but I feel confident saying most manufacturers have been aware that local is gaining traction as a claim for a few years now.