Category Archives: Market Research Insights

A Few Resolutions for 2017

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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.

Do we really need large-scale quant? The Invoke answer is a definitive “sometimes.”

By | Market Research Insights, Marketing Trends, Online Research, Products & Features | 2 Comments

Invoke Invoke Solutions Online Research Qualitative Quantitative Focus Groups online survey quantitative qualitative market research, invoke solutions, Invoke live, online focus groupDuring my time at Invoke, I have consistently told clients – and they have been consistently delighted with – how our Live platform and tools successfully merge the deep, emotive responses of qualitative research (and those little nuggets of insight that may otherwise be hidden in traditional quant) with base sizes (usually between 100-300) that can support quantitative findings and percentages.

2016: Year of Fake News – Millennials value trust in news, but are sometimes willing to overlook it

By | Innovation, Invoke Culture, Invoke Live!, Market Research Insights, Other | No Comments

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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.

Market Research = Professional Listening?

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Market ResearchI took advantage the other day to do some Fall cleanup of my office and came across an article I had read a number of years ago from the McKinsey Quarterly called The Executive’s Guide to Better Listening, written by Bernard Ferrari. .  What I love most is that it continues to resonate even today.  I actually find it incredibly relevant – especially in a time of new US Presidential leadership.  A huge challenge for new leaders – whether they be corporate, academic, or political – is in better understanding their audience and responding with the “right” programs, products, messages, and decisions.

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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

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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?

Mission Im-paws-sible?

Think again

By | Innovation, Market Research Insights, Marketing Trends, Online Research | 4 Comments

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

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?”