Lightspeed Blog

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?

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Topics: Mobile, Survey Design

The Amazon in the Room?

Posted by Laura Sigman on Mar 16, 2017

On a recent earnings call, Sir Martin Sorrell, CEO of Lightspeed’s parent company WPP, talked about what keeps him up at night. And no; it’s not (necessarily) his infant daughter – it’s Amazon.

“And I would just mention the rise of Amazon, because in answer to the question, my favorite question is what worries you when you go to bed at night and when you wake up in the morning. It's not a three-month-old child (laughter), it's Amazon, which is a child still, but not three months. And Amazon's penetration of most areas is frightening, if not terrifying to some, and I think there is a battle brewing between Google and Amazon.”

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Topics: Data Driven Marketing, Market Research Trends, Video, data append

Better Marketing for Market Researchers: Lessons from Insights Marketing Day

Posted by Stefanie Mackenzie on Mar 13, 2017

I was fortunate enough to attend the Insights Marketing Day event presented by Greenbook; the full day event included eight guest speakers, two panel discussion groups and networking opportunities covering marketing trends and opportunties including: 

  • why we should look to move to in-house marketing and PR
  • the most effective ways to improve start and open rates on email campaigns and getting the communication right
  • what marketing automation can do for you
  • what clients really think of marketing
  • the future of social media
  • how people can be influenced and persuaded
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Topics: Market Research Trends, Marketing Research

TECHNOLOGY: A DISRUPTION TO THE TRADITION OF CHINESE NEW YEAR?

Posted by Wei Guo on Mar 8, 2017

Chinese New Year (CNY), also known as the Spring Festival in Mainland China, has been celebrated for thousands of years. Traditional Chinese customs are observed with this holiday, such as giving red pockets, family gatherings and reunion parties and gift giving. Many argue that these customs and behaviors cannot be easily influenced or replaced by external factors. However, China is a fast adopting culture increasingly driven by the latest technologies. With this in mind, Lightspeed ran a short survey following the 2017 CNY holiday amongst 1,024 of its panelists in China, to understand how and if new technologies have changed the way people celebrate today.  

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Topics: Marketing Research

Millennials Evolve, Why Isn’t Marketing Research?

Posted by Susan Frede on Feb 13, 2017

According to a report released by the Boston Consulting Group, millennials will outnumber baby boomers 78 million to 56 million by 2030, and they are starting to form brand and shopping preferences that will likely stick with them for a lifetime. Marketers have to evolve and be much more interactive to attract and retain millennial consumers. Gone are the days of commercials and print media ads; millennials drive and demand a two-way, reciprocal marketing approach.  Brands of all sizes try to connect with millennials to understand what drives their attitudes and behaviors, but unfortunately millennial voices are often underrepresented within typical marketing research forums.

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Topics: Marketing Research, Millennials, marketing research trends

AU Open: Tennis Sticks with Tradition for Viewer Media Consumption 

Posted by Becki Southern on Jan 25, 2017

It’s that time of year again when we remember how good the game of tennis is and tune in to watch fast, and sometimes, nerve-wracking play at the Australian Open. Being British, my affiliation with Wimbledon and the tradition of the sport is high. When we ran a study (N=403, Nat Rep) around the ways in which Australians are consuming the 2017 Australian Open, I was still surprised at the seemingly traditional approach viewers have for this competition too.

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Topics: Marketing Research

A Look at Insurance Providers in Australia

Posted by Eddie Hertz on Jan 25, 2017

Insurance is applicable across many facets of consumers lives and therefore for many groups. It is an overcrowded space in Australia with multiple providers from banking institutions extending their offer to small online newcomers.

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Topics: Market Research

Thoughts from a Marketer in Market Research

Posted by Becki Southern on Jan 17, 2017

The role of marketers in today’s global, complex organizations is changing. Adapting to technology platforms, expanding client needs and diversified user preferences can pull marketers to alter, modify and adjust directions with regular occurrence. From relationship marketing to automation, marketers need to look beyond the usual brand channels to reach their audiences effectively.

Today, 22% of the world’s total population uses Facebook and LinkedIn boasts more than 450 million user profiles, but moreover, almost 80% of time spent on social media platforms happens on mobile. Marketers need to be able and willing to track the changing behaviours and demographics to optimise opportunities with their audiences. As we start a new year, I, as a marketer working in market research, took a look at some of the marketing trends that will likely influence the requirements of our industry over the next 12 months.

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Topics: Data Driven Marketing, Market Research Trends, Digital Data Collection, Marketing Research

THE WORLD IS GOING MOBILE: HERE'S WHAT IT MEANS

Posted by David Shanker on Jan 10, 2017

It’s been said for years that now is the time for mobile research, but we never seem to make the progress we want or need to make. But, now is really the time for mobile in market research. Why? Because we need to communicate with consumers/panelists in the way that they communicate, and the best way to accomplish this is by going mobile.

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Topics: Marketing Research, mobile marketing research

FIVE MARKETING RESEARCH PREDICTIONS FOR 2017

Posted by Martin Filz on Jan 3, 2017

2016 marked an amazing year; I had the pleasure of meeting, re-connecting and working across many different countries and cultures. My experience revealed that having local market knowledge facilitates greater business-wide alignment on key goals. From Singapore to India; Australia to Hong Kong, each location showcased a distinctive, colourful culture. However, even through all this uniqueness, I encountered a common need: a deeper understanding of consumers. One can see why local brands are so successful in many cases, while global brands are constantly challenged in gaining significant market share.

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Topics: Marketing Research, Marketing Research Data, mobile first

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