Technology is now part of our everyday lives- in how we communicate with friends, family, colleagues, how we function in all facets. But how can we leverage technology to gain deeper insights and benefit users of market research?
One thing mobile has taught us beyond a doubt: consumers are in control. The information they need to make decisions is now at their fingertips. They are more loyal to their own needs than to any particular brand. And consumers want to move onto the ‘next thing’ seconds after engaging. Never has it been more difficult for marketers to target consumers. Mobile created and enables this behavior, but only one in five surveys is 100% mobile compatible today. To truly ‘meet them in the moment’ their survey “experience has to be fast and frictionless.”
What seems to be a perpetual U.S. election campaign trail will come to an end on Tuesday, and America will have a new president. In the far reaches of the southern hemisphere hovers Australia, poised to receive news from the outside world as a reminder that we are part of it. What is our perception of the U.S. election? Does our interest in it exceed our belief that it will actually have an impact on us? In a year of controversial political changes (Brexit, anyone?), are Australians anxiously anticipating another shock result? A recent poll run by Lightspeed aims to find out.
In Debunking Weighting Misperceptions, our first post in the weighting data mini-series, we reviewed the benefits of weighting and debunked misconceptions. Now, we review how to appropriately weight and evaluate the weighting scheme.
With the presidential election in the United States in full swing there has been a lot of talk about the validity of political polls. This includes discussion on how to appropriately weight data. In this mini-series, we unlock the truths behind these weighting myths and misconceptions.
There is a lot going on in the world of market research. I have many clients who depend on us as their partner in fieldwork; we act as their hands and feet when ensuring that their fieldwork is executed with a desired quality standard, in budget and on time. In this rapidly changing environment we need to excel in all deliverables, and we depend on our people, technology and (sampling) sources to do so. The best package for clients is the preferred partner to work with in the market that has the ability to hit all the marks well. This means that with our client’s high frequency of projects, we need to excel on a daily basis. We are only as good as the delivery of our last (few) job(s).
New Orleans Jazz represents a mix of individualism and cooperation - a merger of tradition and progress. It has an emotionally-evocative sound, with the ability to express a full range of sentiments reflecting the city’s rich and sometimes difficult history.
I recently attended ESOMAR Congress as a Corporate Young Professional representative from LiGHTSPEED. Peppered throughout the conference were the sounds and tastes of New Orleans, giving the global market research audience in attendance a sense of New Orleans culture and history while we learned about market research being conducted across the world. One such “sound” was keynote speaker Dr. Michael White, an acclaimed jazz musician and historian. I encourage you to check out some of his work here.
Often, we overlook the hidden value of marketing research data. We explore how to engage consumers in a long-term, sustainable way, but how do we get more consumer insights with shorter surveys? Our clients demand that we dig deeper, but they are also tasked with the challenge of asking fewer and less tedious questions in the process. By bringing in third party data, we have the opportunity make surveys more enjoyable and engaging while still digging deeper.
Social media has caused a massive shift in the way people communicate, interact and share experiences and personal interests. Consumers are always on, always connected. Consumers build unique online relationships; they are connected to brands, athletes, teams, family, friends and co-workers on multiple channels. Sharing everything from political views to favorite products, social media users are leaking valuable information and insights for researchers to take advantage of.
The recent compulsory online census in Australia stirred a considerable amount of controversy, and for seemingly good reason. Ahead of census day, concern was raised by many Australian residents at being told they must share information, but when it was then virtually impossible to complete on the night (the handful of those who managed to submit it notwithstanding), many were up in arms.