Category Archives: Online Research
Admit it; you think Millennials are a pretty healthy generation. They’re young, they’re beautiful, they have lots of energy and they are committed to being healthy. But according to the CDC this group is not as healthy as we think—they are more sedentary, have higher obesity rates and engage in behaviors which increase their risk for serious medical conditions.
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.
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.
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?