In a time when choice is rife for consumers and disruption produces new opportunities regularly, understanding the factors that help or hinder your brand to be chosen by customers is vital. I was recently involved in a Kantar study that explored the reasons consumers stay loyal in their reported buying behaviours, as well as the motivations to switch brands. We interviewed 3657 people from the Kantar Profiles Network across 12 countries (US, Brazil, UK, France, Germany, Spain, The Netherlands, India, Singapore, Indonesia, Mainland China and Korea) covering 11 categories of products and services.
The GRIT 2017 Q3-Q4 Report is now available for download at GreenBook, and below you can find one of the key sections: the Challenges & Opportunities for the industry. Jon Puleston of Lightspeed, with contributions from Ryan Soulet of the MSU MMR program and Tom Anderson of OdinText, led the charge in analyzing thousands of verbatim responses to the questions we asked about challenges, solutions, and opportunities for the industry in the year ahead. This gives us a quick read on where the “heads and hearts” of researchers are and offers a glimpse of where the industry may be going. This blog first appeared on the GreenBook blog as part of their GRIT Sneak Peek.
During the same sex marriage vote, we asked Australians about their voting intentions as well as surrounding feelings to the decision-making process. Not only was this an interesting comparison of the 'for' and 'against' camps, but the results of the survey matched the real voting outcome exactly, with 62% for and 38% against.
“Groups often make better decisions than individuals, but you need to create an environment in which people can express themselves and in which other people are prepared to genuinely listen to alternative points of view,” stated Eric Salama in a recent blog post. He went on to say, “Marketing can be an enormous force for good. The industry should remind itself more often of the impact it can and does have.”
“Should the law be changed to allow same-sex couples to marry?”
This is the question many Australians are now answering. And it’s not a simple yes or no response; the debate on same sex marriage is complicated. With the divides being multidimensional and diverse, Lightspeed conducted a survey of more than 1,000 Australians to reveal their reasoning behind their votes.
Topics: Market Research
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.
Topics: Market Research
I recently had the opportunity to lecture at a class of students in the Masters of Market Research program at the University of Texas Arlington. Despite working for years in an industry where I live and breathe sampling every day, I looked back at my old textbook to see what it said about sampling. I noticed a scribbled note I had taken years ago: “No one thinks about sampling, until it goes wrong!!”
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.