Lightspeed Blog

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

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

VIDEO AS A DATA SOURCE

Posted by Frank Kelly on Dec 12, 2016

Video is gaining as a way to communicate and consume media and now, we will see increased usage of video in research. The qualitative and quantitative worlds are coming much closer together, within five years the differentiation will no longer be meaningful. New tools to manage video content will enable video processing much like other data types; open ended questions will gain importance as a way to glean insights from respondents. 

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Topics: Marketing Research, Video, qualitative research, quant vs. qual

Enriching insights with technology

Posted by Young Ham on Nov 30, 2016

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?

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Topics: Marketing Research, Video, social listening, mobile surveys, facial coding

Appropriate Design and Evaluation of a Weighting Scheme

Posted by Susan Frede on Nov 1, 2016

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.

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Topics: Data Driven Marketing, Marketing Research, weighting data

DEBUNKING WEIGHTING MISCONCEPTIONS

Posted by Susan Frede on Oct 27, 2016

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.

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Topics: Marketing Research, Marketing Research Data, weighting data

Six Tips Marketing Researchers Can Learn from Social Media

Posted by Laura Jasinski on Sep 22, 2016

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.

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Topics: Social Media, Marketing Research

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