Lightspeed Blog

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

UNCERTAINTY IN THE AIR, WILL THE AUSTRALIAN FEDERAL ELECTION CONFUSE AS MUCH AS BREXIT?

Posted by Eddie Hertz on Jun 29, 2016

With the Federal Election fast approaching, Lightspeed GMI took a look at the outlook and viewpoints of Australian’s ahead of voting this year…because everyone has an opinion on the topic and everyone wants a finger on the pulse of which way this might swing.

Starting with the fundamental in any political study, we asked panellists which party they intend to elect. Labor was the clear front runner with 45% stating this is where they would be putting their vote. This was followed, not surprisingly, by the Liberal Party/ Coalition at 30%. 13% suggested their vote would fall outside of any of the major parties.

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Topics: Market Research Trends, Marketing Research Data

Seven Key Questions Marketing Researchers Are Asking Today

Posted by Susan Frede on Mar 1, 2016

The Marketing Research Shared Interest Group (SIG) of the Cincinnati American Marketing Association meets monthly to discuss industry issues, growing trends, techniques and methodologies. During the February meeting, Brian Lamar from EMI Research Services led a great discussion across multiple industry topics. One common thread across all key points: clients.

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Topics: Market Research Trends, Research Quality, Marketing Research

2016: The Year of Creating New Value

Posted by Martin Filz on Dec 22, 2015

Market research is a complex industry with a simple mission: quality. We take what we do best as researchers and are constantly tasked to create new value for our clients, our partners and our panellists. We are always in a state of transition -  altering what we do and how we think to meet the new marketplace realities. Creating growth that is organic, profitable, unique and sustainable requires innovation and risk-taking.

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Topics: Market Research Trends, Marketing Research

#MRX and Gender Equality: Kristin Luck’s Motivation for Change

Posted by January Khoshnood on Nov 2, 2015

In our first blog with marketing research veteran Kristin Luck, we discussed the need and success of Women in Research (WIRe). Now, we address her thoughts on gender equality within the industry and beyond.

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Topics: Market Research Trends, Marketing Research

What Are Marketing Researchers Discussing?

Posted by Susan Frede on Feb 5, 2015

On a monthly basis, the Cincinnati AMA Marketing Research Shared Interest Group meets to discuss industry issues, trends, techniques and methodologies. During the January 2015 meeting, we debated the group’s burning research questions.

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Topics: Market Research Trends

Presenting to the Future

Posted by Jeff Tsui on Nov 24, 2014

“We’re in a crisis situation, there’s not enough talent coming through the pipeline, and organizations will experience difficulties…the truth is, data is a very creative science; being in IT does not make you better at data. Some knowledge of marketing is very important to understand customer data but a lot of marketers are not very numerate - it’s a big challenge for the future,” commented by Edwina Dunn, CEO of Starcount and founder and former CEO of Dunnhumby, in a recent interview with the Market Research Society.

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Topics: Market Research Trends, Digital Data Collection

Back to the future: Embracing innovation in the research world

Posted by Lamia Lee on Sep 24, 2014

Marketers are arguably in a better place than ever to communicate with their audience – whether through Facebook followers, Twitter addicts or the ever engrossed mobile population. Technology is producing a familiar and comfortable means of constant engagement.

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Topics: Market Research Trends, Innovation

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