First party, third party, and now second party data – how do you keep them all straight? When managing advertising or marketing campaigns, it’s important to make sure your budget dollars are well spent, and to validate that you’re actually reaching the right audience. Arming yourself with knowledge on the different types of data out there, along with the benefits …
Confidence in marketing research has taken a hit in recent years, based on our struggle to accurately predict major voting outcomes. The two most notable are the Brexit Results and the 2016 US Presidential Election. Both of these experienced similar challenges and predictive misses. And the reasons are similar. They suffered in all aspects of both sampling and non-sampling biases …
Today’s consumer has a plethora of marketplace choices which complicate their decision-making process and their path-to-purchase journey. CPG and retail marketers need to be confident that they are accurately targeting their customers’ needs and influencing their purchase journey. Most third-party data sources can tell you what consumers are buying, how they are buying it, and when and where they are …
Traditionally speaking, there are two core types of research: quantitative and qualitative. Quantitative research deals with data or information that can be converted into numbers (hence the emphasis on the ‘n’ if you ever have difficulty remembering which is which). It usually requires a large sample size in order to measure the incidence of various views and opinions within the …
With the Q4 holiday season in full effect (wow, it’s seriously already November?), it’s important to take into consideration that many potential survey takers may be traveling in the upcoming weeks and thus unable to take surveys from a traditional desktop or laptop. What’s interesting is, even with less access points to them, most people are still willing to participate in market research and …
With healthcare reform and more advanced data becoming available through increased technology, mobile health apps have not only seen growing numbers, but are poised to reshape the healthcare industry. Patients are gathering data about their condition or treatment, ultimately improving their health or perhaps reducing visits to a physician. Apps are improving healthcare professionals’ knowledge of their patients, while patients …
Now is the time of year we start seeing the annual uptick in creative testing in advance of the holiday shopping season. It’s interesting to see the types of content that’s tested – videos, images, banner ads, descriptions, messages, taglines, jingles, radio spots, movie trailers, you name it. Everyone is gearing up to ensure that their marketing messages convey the …
With the explosion of mobile, smartphones have become our source to stay instantly connected in a constantly changing world. We use them for a range of tasks that could include getting directions, tracking weather updates, sharing on social media, making grocery lists, or staying up-to-date on breaking news stories – and by that I don’t mean the seven million pictures …
Millennials are members of the generation born between 1980 and 2000, and by the year 2020 they will outnumber baby boomers by 10 million in the U.S. They are considered, both by themselves and by others, to be at home with their diversity and uniqueness, more educated than prior generations, and technologically savvy. Millennials are always looking for the next tool …
End of the first official day at ESOMAR. Although I spent a lot of today worrying about my presentation, I was able to attend both key notes and a session titled, “Taste the Feeling of a New Brand Tracking Ecosystem.” This particular session was focused on how we enact change in market research in a meaningful way and my attention was …
