Lightspeed Blog

The Logic of Mobile

Posted by Becki Southern on Jun 13, 2017
"If you’re not using mobile marketing to attract new customers to your business, don’t worry your competitors are already using it and are getting those customers instead."

- Jamie Turner, 60SecondMarketer.com

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Topics: Mobile, mobile marketing research

What's In a Word? The Power of an Open-Ended Question

Posted by Eddie Hertz on May 16, 2017

Open ended questions generally serve a specific purpose:

  • What products/brand/advertisements do you recall?
  • You said X, why did you say that?
  • Would you purchase/recommend X? Why/why not?

These open-ended questions generate a wider spectrum of codes than the usual standard close-ended questions, especially when the codeframe is kept to a small list, a key aspect in any mobile first survey. However, open-ended questions can also produce less impactful data (sometimes termed as gibberish data) when stock standard question wording is used, as illustrated above. The key to making an open ended question valuable is to frame the question wording to be thought-provoking, making it meaningful for the respondents and making them want to share their views fully, in an environment where this is easy to do.

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Topics: Data Quality, Video

Research Techniques for Strategic Marketing Management and Marketing Performance

Posted by Susan Frede on May 15, 2017

In a recent blog post I presented a research use and technique framework. Today’s blog focuses on two of the applied research uses—strategic marketing management and marketing performance. Strategic marketing management involves getting the big picture by understanding opportunities, problems, and potential targets. Marketing performance is focused on assessing performance by monitoring and analyzing what is happening in market. 

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Topics: Marketing Research

The Marketing Research Missing Link:  A Visual Framework

Posted by Susan Frede on May 1, 2017

Teaching marketing research has given me the opportunity to connect with people who could be future leaders in the marketing research industry, which I find to be an exciting extension of my ‘day job’ heading-up research methods and best practices for Lightspeed. I am currently teaching Consumer Insights at Northern Kentucky University. Teaching undergrads marketing research has made me reevaluate how we in the industry talk about various topics and try to come up with simple ways to explain what we do. One of my first challenges was coming up with a framework that summarizes the uses of marketing research and the specific research techniques tied to each use. I was thinking this should be simple; however, I quickly realized I couldn’t find what I wanted, so I created my own framework.

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Topics: Marketing Research, marketing research best practices

The Future of PCs in Digital India

Posted by Shrey Goel on Apr 26, 2017

Primarily due to restricted cash flow across households, Q4 2016 in India had a major impact on the local durables market. Demonetization not only impacted households, but also retailers and manufacturers. However, the PC market had its own story.

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Topics: Marketing Research, PCs

Mobile has Changed and Nothing is Different (in Marketing Research)

Posted by David Shanker on Apr 18, 2017

According to a January 2017 Pew Research report, the vast majority of Americans – 95% – now own a cellphone of some kind; the share of Americans that own smartphones rose to 77%, up from just  35% in Pew Research Center’s first survey of smartphone ownership conducted just six years ago. And recently, MediaPost cited Cisco's Visual Networking Index (VNI) Global Mobile Data Traffic Forecast (2016 to 2021) which reported, “that by 2021, more members of the global population will use mobile phones -- 5.5 billion -- than have bank accounts at 5.4 billion, running water at 5.3 billion or landlines at 2.9 billion.” There’s no doubting that mobile is now mainstream, but online surveys still outrank mobile surveys in digital data collection methods according to the latest GRIT Report.

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Topics: mobile first, mobile marketing research

“You’re in Market Research - does that mean counting vegetables?”

Posted by Alexander Lund on Apr 10, 2017

I was lucky enough to attend the recent MRS Impact Conference and sit in on seminars covering the perennial problems that Market Research is said to have, including: What do we call ourselves? How do we add value? What do we do about automation?

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Topics: Market Research Trends, Big Data

Brands Can Weather Extreme Content Storm Without Heading for the Exits

Posted by Frank Kelly on Apr 3, 2017

Brands have sought to distance themselves from being associated with extreme or offensive content, but pulling advertising wholesale may prove to be an equally extreme measure.

WPP CEO Martin Sorrell acknowledged that brands had valid concerns regarding where their advertisements appear, but cautioned that the full boycott employed by some of the world’s leading brands was not in their best interest.

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Topics: Customized Advertising, Brand Advertisting

My Name is Jon Puleston and I Am Addicted to Information

Posted by Jon Puleston on Mar 29, 2017

Note: This post was originally published on greenbookblog.com

From the moment I get up in the morning to the last thing at night I am immersed in information gathering.

News was something I used to read once a day. Ever since having a smart phone, my propensity to consume news has slowly increased month by month, and with the ever increasing proliferation of news aggregation apps, it’s becoming something I dip into almost every spare moment during the day. The first thing I do when I wake up in the morning and last thing I do at night before switching off my phone is check the “news.” It has become a total addiction. In addition to news there is social media, which I consume with equal levels of hunger, be it Facebook, Twitter or LinkedIn. When I run out of new information from these sources to consume, I switch to doing things like looking through pictures on Instagram or virtual shopping on eBay. 

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Topics: Marketing Research, Consumer Insights

The Move to Mobile First

Posted by Melissa Moxley on Mar 23, 2017

How frequently do you use your smartphone or tablet throughout the day?

Every day, consumers are spending more and more time connected to their devices. This is where they live and this is where they work. As consumers increasingly live digitally with numerous connected devices, marketers have the opportunity to harness behavioral information in real time utilizing passive measurements. With use of mobile continually escalating world-wide, and in some markets surpassing desktop usage, there has never been a better time to program online surveys that are device agnostic, fully responsive and touchscreen optimized. 

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Topics: Mobile, Survey Design

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