Category Archives: Marketing Trends
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:
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.
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?
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).
If you’ve spent much time selling or marketing project services and haven’t had a somewhat smug project manager tell you, “Speed, quality, price; pick two,” consider yourself fortunate. Of course, we’ve all endured some projects, either qualitative or quantitative that weren’t 2 for 3, or even 1 for 3. Boston’s Big Dig project, for example, would have to merit a goose-egg!