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Messaging Research for Improving Employee Recruitment

Posted by Isaiah Adams

October 24, 2014

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Messaging research is most commonly used in advertising – where the goal is to understand what messages would maximize interest in taking a certain action (e.g. buying a product, etc.). We’ve had the pleasure of applying this same process to things like military recruiting and increasing donations for the American Heart Association. Both of these had the same goal, just different wording. For the military recruiting project, our client’s goal was to understand what they could say to increase interest in enlisting in the military. For the American Heart Association, they wanted to know what message, when given to the right person and the right time, would increase the donation rate as well as the size of the donation.
 
In this case study, our client (a large home products manufacturer) wanted to better understand how current and prospective candidates/employees understand and value employment with their company. Their ultimate goal was to develop clear and consistent messaging for the attraction and retention of top talent. To put it another way, “What can we say that would motivate the top talent to consider employment with our company and stay with us long-term?”
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Topics: Messaging, Case Studies

Neuromarketing Without Wires

Posted by Jon Griffin

October 16, 2014

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A recent article on Fast Company discussed the trends in neuromarketing, a new area of market research that utilizes electro-chemical technology such as EEG’s to read and measure the brain’s response to marketing stimuli. The article addresses the rush to adopt this new methodology as a means to “strike gold” in marketing campaigns.
 
The article written by Douglas van Praet, author of Unconscious Branding, How Neuroscience Can Empower (and Inspire) Marketing, recommends a holistic approach to neuromarketing.
 
“The emergent field of neuromarketing is being reduced and defined as the “the study of neurological responses to marketing messages. This new view of who we are deep inside can become a watershed moment in cultural evolution. But only if we begin by asking bigger questions than: Which storyboard, jingle, or tagline engages our dorsolateral prefrontal cortex?...I’m not suggesting we ignore the possibilities of testing marketing material, but they should be approached with guarded optimism. There is indeed a treasure-trove of insights that can remarkably improve communication. And there’s no putting this genie back into the bottle. But the value is in the insights into people more so than the tests of ads.”
 
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Topics: Marketing Research

Dissecting the Negative Culture in Market Research

Posted by Isaiah Adams

October 15, 2014

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I’m still relatively new to market research compared to my colleagues and most of the industry folks I interact with. As a result, I often have a different perspective. Part of my job is to stay tapped into the pulse of market research. This involves reading a lot of blogs and industry news and reports. One thing that I’ve struggled to understand is the negativity surrounding the industry. I swear every other post I read is negative. Here are a few of my most recent favorites (all I had to do was scroll though some of the most popular Linkedin groups to find these).
 
  • “Surveys are dead!”
  • “Focus groups are dead!”
  • “Why Market Research is failing at innovation”
  • “Corporate Procurement is Killing Market Research”
  • “Market research needs to adapt or die!!!”
 
Ok I made that last one up but you get the point. I figured the best way to understand this issue was to directly ask people. Surprisingly, the people I asked jumped at the opportunity to weigh in on this topic. It felt like they were releasing weight off their shoulders.
 
To protect the people who gave me their honest opinion on this potentially controversial topic, I will not mention anyone’s name. However, I will say that I talked with some of the most influential people in the industry.
 
The following is not a collection of my own opinions on this topic, but rather I did my best to categorize the opinions of some of our industry’s most esteemed voices. So what's the reason behind all this negativity in market research?
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Topics: Marketing Research

Linkedin’s Trash is Google’s Treasure

Posted by Isaiah Adams

October 10, 2014

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Social networks like Linkedin and Facebook once offered polling features. Within the past 2 years, both social networks have removed polls. Linkedin’s was a slower death. The Linkedin Polls app was first retired on June 30th, 2013. Linkedin waited until May 15, 2014 to retire a similar polling feature from Linkedin Groups. Why then, with social media polling features seemingly in decline, would Google+ release a new polling feature?
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Topics: Social Media

Optimizing the Appeal of Your Product Portfolio

Posted by Isaiah Adams

October 9, 2014

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Editor’s note: As a research company, we could easily tell you we’re the best and we know what we’re doing, but you would just be taking our word for it. Instead, we’d rather show you, through examples, that we know how to structure a research strategy that delivers actionable information to your business.

  
Do you have a product or product line but don’t know which offer or bundle of products optimizes the appeal (reach) of the brand? What exactly is moving the needle and how do you get the most out of your portfolio? One of our client’s had a similar set of questions. Let’s take a look at how we answered these questions. As a bonus, I’ve included an illustration that involves cake frosting. Who doesn’t like frosting, right?
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Topics: Case Studies

Lessons from the iPhone 6 “Bendgate”

Posted by Isaiah Adams

September 30, 2014

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Let’s start by stating the obvious – the internet can be an extremely valuable and educational tool. However, it can also be inaccurate and destructive. Then social media came along and amplified the whole game. For example, have you been following the story about the new iPhone 6 bending under pressure? Soon after the iPhone 6 was released, rumors spread on Mac forums and the YouTube channel Unbox Therapy published a video showing how the new phone bends. As of today the video has over 47 million views. In the eyes of the public, “perception is reality.” The public didn’t need a credible, authoritative source before making their judgment.
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Topics: Marketing Research

Why You Secretly Love Advertisements

Posted by Isaiah Adams

September 26, 2014

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It’s Friday night and you finally have the opportunity to lie down on the couch and binge on your favorite TV show. This particular episode is riveting and you’re so caught up in the storyline that you haven’t blinked in minutes. As the storyline comes to a climax you’re on the edge of your seat….and then….POOF! … a commercial. We’ve all been there and thought, “No! You’ve got to be kidding me. Not a commercial!” What if I told you in that moment that you secretly love commercials?
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Topics: Marketing & Advertising

Defining Quality: A Dept. of Commerce Case Study

Posted by Isaiah Adams

September 19, 2014

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What is the definition of “quality?” Well, that’s a question the Department of Commerce had as well. The following is a quick case study on how better defining the meaning of a word changed the name of a well-known award.
 

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The Malcom Baldrige National Quality Award was created in 1987 by the Department of Commerce to recognize businesses in the U.S. who embodied superior quality. Over the years, the definition of quality had expanded, prompting the organization to re-evaluate the name of the award to keep it current and aligned with the strategic changes that have been made in the award’s criteria and in professional organizations.
 
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Topics: Government

8 Things You Need To Know About Concept Testing

Posted by Isaiah Adams

September 16, 2014

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Whether you’re new or experienced with concept testing, it’s always nice to be familiar with some of the “tricks of the trade” or best practices. Below, in Q&A format, you’ll find insight into some of the frequently asked questions around concept testing.
 
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Topics: Messaging, Idea Optimization

What The Apple Watch Means For Market Research

Posted by Isaiah Adams

September 11, 2014

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Smart watches are nothing new. They even date back to as early as 1972. On Tuesday, Apple’s highly anticipated iPhone 6 launch party unveiled their “next big thing” – the Apple Watch. Other powerhouse companies such as Samsung, Sony, Motorola are already players in the smart watch space. So why are people flipping over cars in the streets with excitement over Apple’s latest announcement? Besides the fact that Apple has an incredible track record for creating products that revolutionize our daily lives, Apple’s latest release is exciting because it shows us that they still understand what it takes to make “magic” happen.
 
When the iPhone was first released it was not ‘great’ because it had a clean design, intuitive user interface, and new apps; but rather it furthered our ability to integrate and sync our lives together. Not only could we now automatically sync our phone’s treasured files seamlessly with our desktop computer but apps were now communicating with each other better than ever before. That’s where the magic happened. Apple gave us the ability to sync what were previously separate worlds into one, unified universe.
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Topics: Marketing Research

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