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.
Category Archives: Marketing Trends
Over the past few weeks, I have seen quite a few blog posts detailing market research predictions for the coming year. I know you have seen them as well. And you’re tired of them, right? Yeah, me too.
So in that spirit, here are a few market research predictions for 2017. Get excited!
During 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.
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
I test a lot of advertising. I also watch a lot of advertising. And I talk a lot about advertising. And typically, advertising focuses on how a particular company, product or service can improve one’s life. Buy this car and you will look cool. Drink this beverage and you will be skinny. Eat at this restaurant and you will save money. I mean, true there are some that make bolder promises to make the world a better place or ads that tell you a warm and fuzzy story so that you, in turn, will feel warm and fuzzy inside. But overall, companies are usually selling you something in their advertisements and communications.
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).
Since the late 1990s when Online Focus Groups first burst onto the scene, they haven’t evolved much. In many ways they are still in their premature and somewhat even naive incarnation. Very much like when the first electric kettles were introduced. Manufacturers understood that this had to be the next step in the water heating evolution but didn’t quite get the extent of it.
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.