Lightspeed Blog

What Market Research Can Learn from Siri & Alexa

Posted by Jason Dodge on Oct 15, 2018

Innovation is impacting every part of our lives, with smartphones making the world available from our pocket with a simple click, swipe or voice command. And now Apple HomePod and Amazon Echo, teamed up with our friends Siri and Alexa, are giving us direct access to information without the need to reach for a device.

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Topics: smart speaker, marketing research trends, Marketing Research Data

Perception of Mental Health in the Workplace

Posted by Jacqui Amaral on Oct 10, 2018

2018 has been a big year for women: from TIME Magazine naming those who spoke out about sexual harassment as Person of the Year, to UK celebrating 100 years of women’s right to vote, to the US Women’s Soccer team making headlines.  

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Topics: Marketing Research Data, Healthcare Research

A Modern Approach to Data Collection: Marketing Data Integration Series Wrap-Up

Posted by Jacqui Amaral on Oct 3, 2018

Technology has a way of improving tried-and-true methodologies in many industries, and as we’ve seen in this data series, marketing research is no exception. Where at one time qualitative best practices included 20 to 40 minute online surveys (e.g., jam-packed full of single response, open-ended and grid questions), respondents are no longer completing that type of research. Many (time-poor) consumers want to provide brands their feedback, but they expect the conveniences a smartphone provides them and activities that fit into their every-day life. They also don’t want to be bogged down with mundane, repetitive questions such as, “What brands do you like? Can you rate these brands? What stores do you think of when you need this product?”

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Topics: data series, modern surveys

The Power of Visualization: Marketing Data Integration (Part 6)

Posted by Young Ham on Sep 19, 2018

As the cliché goes, a picture says a thousand words. So, why not, after the effort we put forth in collecting our data, do we not capitalize on visuals when analyzing? How much more impactful can a visual dashboard be when portraying your datasets? In the final piece in our Marketing Data Integration series, let’s explore the power of visualization….

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Topics: data series, visualization

Validating Segments: Marketing Data Integration (Part 5b)

Posted by Reshma Krishna on Sep 17, 2018

We’re researchers, so it makes sense that we love data. Big data, small data, and all data in-between. But does our love run so deep we overlook the validity of all the data we use? Deloitte Insights brings up a good point, “When big data contains bad data, it can lead to big problems for organizations that use that data to build and strengthen relationships with consumers.”

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Topics: data series, validation

Validating Sources: Marketing Data Integration (Part 5a)

Posted by Melissa Moxley on Sep 12, 2018

As we know from part 3 of our Marketing Data Integration series, there’s an abundance of data available to marketers, from first-party, to second-party, to third-party. We know we can collect it from a variety of sources and connect these data for a more holistic view of our target customers. What we haven’t discussed yet is the integrity and quality of the mass data at our researching fingertips, or the importance data validation plays in the GDPR world we now live and work in. While only live for a few short months, the guidelines implemented by GDPR have had a significant impact on the digital advertising, consumer insights, and market research industries.

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Topics: data series, Data Quality, gdpr

Activating Research Segments: Marketing Data Integration (Part 4)

Posted by Steve Blum on Sep 6, 2018

Do you remember when we used our mobile phones exclusively for actually speaking with other people? It may be difficult to remember, but I promise there once was a time in the not-too-distant past when that ubiquitous device we carry with us was not used for messaging, mapping, Tweeting, Snapping, shopping, posting, watching, gaming, or the other multitudes of tasks we now use our devices for. The utility and functionality of our mobile devices and the underlying ecosystem of mobile networks, apps and other services has dramatically increased the value we derive from our “phones”. 

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Topics: data series, media buying, data enrichment

Sampling & Sourcing Pitfalls: Quota Problems?

Posted by Austen Lear on Aug 27, 2018

We’ve all been there. You spend endless hours perfecting a survey and imagining your ideal audience fallout. Might as well set some quotas to ensure that desired outcome, right? But now, as you take a step back, those quotas are starting to look a bit unrealistic and a little overwhelming. Take a deep breath, because I’m here to help provide solutions for some common pitfalls when it comes to setting quotas.

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Topics: Data Quality, Online Sampling

Connecting Third Party Data: Marketing Data Integration (Part 3)

Posted by David Tripepi on Aug 22, 2018

Survey respondents have a digital life outside their online panel community; a life as a consumer, an influencer and a potential buyer. But technology is evolving, and so is digital usage. Consumers are leaving a bigger digital fingerprint that increases exponentially by the minute, if not by the second. It expands by source, by type and by size. It is creating an ocean sized pool of third party data, which we are still learning how to best utilize in our data collection and analysis.

In our Marketing Data Integration series, we first touched upon how to get the best data output from your survey questions, now we will look at integrating third party data. How can we access this data pool? How do we link survey data to it for a holistic, enriched view of our customers and non-customers? Let’s explore…

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Topics: data series, data append, modern surveys

The who, what and why of Asia-Pacific’s mobile service app users

Posted by May Ling Tham on Aug 19, 2018

Today’s consumers are managing their lives through devices and this is making way for new entrants to the market. But with Uber surprisingly withdrawing from the SEA market earlier this year, we wanted to explore the ride share and food delivery apps more closely. Who is using them, which brands are succeeding, why is this…

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Topics: Consumer Insights, Digital Consumer

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