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Methodologies, techniques and technology are rapidly changing in the marketing research and insights industry. New products and services are being released at an ever-faster pace. How can you keep up on what is new? Quirk’s has you covered. In this section, you will find some of the newest and most innovative tools and services to keep your research up to speed. From the latest in software, technology, methodology and services, these are the products and service you will want to know about.
Not all loyalty is created equal
The benefits of loyal customers are well-known: loyal customers have higher retention, give a larger share of their category spend to the company and are more likely to recommend the brand to others. However, the S+R Brand Loyalty Monitor (BLM)™ demonstrated that across categories anywhere from 30 to 40 percent of frequent purchasers of products or services report that they are actively looking. Is this loyalty?
Measures of frequency of purchase or repurchase intent or recommendation or satisfaction are not sufficient to inform us about the quality of loyal behavior and how to manage it. The BLM™ is a fresh perspective on the quality and nature of loyal behavior, opening up new avenues for sustainable growth.
A customer-centric, data-driven tool, the BLM™ uses a multiple indicator model to not only assess how loyal customers are but also provide an understanding of how customers experience the brand and identify the rational and emotional drivers underlying the bonds customers develop with their brands. Companies leverage these insights to amplify those connections to strengthen their franchise.
The BLM™ helps companies understand their market and the different needs of their frequent customers through knowing the quality of loyalty segments and guides them in enhancing the experience and relationship bonds of their customers to create sustainable relationships.
Smarter, faster research – anytime, anywhere with Infotools Harmoni
In today’s world of big data everywhere, businesses ignore the numbers at their peril. The challenge to date has been that most businesses simply don’t have access to the smart tools they need to deliver the data-driven insights they require.
Harmoni, from marketing research software and services provider Infotools, is set to change that forever. This cloud-based platform delivers actionable intelligence and insights quickly and consistently, letting you drive your business faster and smarter. And it’s delightfully easy to use!
Because Infotools Harmoni is an intuitive software platform that lets you process, analyze and visualize your market research data, you spend a lot less time preparing data and a lot more time getting the answers you need. Bring your data sources together and transform them into beautiful, sharable stories that deliver powerful insights to help you and your business make smarter decisions.
Infotools Harmoni distils more than 25 years of world-leading research smarts into a single cloud-based platform you can access anywhere you have a connection. Need smart insights to drive your business? Get in touch for a demo and see the future of market research for yourself.
Nielsen Consumer Neuroscience: Taking the guesswork out of creative
Creating a successful advertisement is complex. It requires the right ingredients, including the right creative, the right audience and the right media. Without these elements working together, a campaign isn’t likely to succeed. Despite progress using modern tools for campaigns, evaluating creative is only beginning to thrive.
Our understanding of the brain has grown exponentially over recent years. Leveraging this understanding, Nielsen Consumer Neuroscience’s Video Ad Explorer (VAE) delivers the most comprehensive understanding of consumer response, evaluating non-conscious processing of attention, emotion and memory – thereby capturing insights we may otherwise miss with self-report alone.
VAE integrates a complete suite of neuroscience technologies, including EEG, biometrics, facial coding and eye-tracking – combined with self-report – to allow clients to pinpoint areas within a creative execution for optimization and compression with second-by-second granularity.
We don’t think of ourselves as ad testers, we’re ad builders, collaborating with brand teams to keep what’s great and to improve upon what’s not. And we’ve shown that it works. In a major validation study, in collaboration with Nielsen Catalina Solutions and CBS, we tested 60 CPG ads from 20 different product categories. The study showed that the integration of multiple neuroscience measures results in up to 77 percent explanatory power of in-store sales – and adding self-report explains up to 84 percent – providing marketers with unprecedented research potential.
www.nielsen.com/consumerneuroscience
The Holy Grail of marketing insights: predicting behavior
“The trouble with market research is that people don’t think how they feel, they don’t say what they think and they don’t do what they say.” — David Ogilvy
When it comes to predicting behavior, market research hasn’t always been great at it.
Traditional market research methods alone fail at predicting future behavior. These methods do a great job of assessing likability but not the ability of an idea or concept to impact behavior, leading our marketing clients to ask, “Why are the ideas that people say they liked in research not performing as expected in-market?”
Behavioral economists have been studying non-rational predictors of behavior for decades, and as market researchers, we have a lot to learn from them regarding three key issues.
- Heuristics: People make decisions using fast (System 1) thinking, often aided by heuristics, rather than slower, more deliberative, rational (System 2) thinking. Yet traditional market research methods totally overlook System 1 thinking.
- Context: People do not think in terms of generalities or percentages of time. They make decisions on a case by case basis, so we need to ask about behaviors in very specific contexts.
- Stimulus: Too often we have not done the work to create stimuli that reflect the heuristics and underlying needs and desires that are at play. We test product or concept ideas and then overlay the emotion later on. That’s not how it works in real life.
We have a better approach that accounts for the major role heuristics and emotional influences play in decision-making. It’s called BehaviorImpact, a superior approach that offers:
- More understanding of the ideas that will drive choice and behavior
- More context that will translate to real-world impact
- More coordination between ideas and execution to improve ROI
Mobile Virtual Aisle offers virtual shopping experience
Informed Decisions Group’s Mobile Virtual Aisle is an in-store experience that enables life-sized, in-context learning while being portable to anywhere in the world. Shelves, aisles and entire stores can be created for testing. Using our mobile eye-tracking and qualitative interviews, IDG can extract immediate insights from shoppers’ interactions with the aisle.
By integrating quantitative data from IDG’s mobile eye-tracking or interactive volumetric conjoint with qualitative insights from post-shop interviews, concise and effective category decisions can be made quickly and with full confidence.
The Mobile Virtual Aisle can be leveraged to test and optimize packaging, planograms and signage in a life-sized real-world environment. Informed Decisions Group can also leverage the Mobile Virtual Aisle for life-sized, interactive conjoint research yielding a more realistic exercise than on a computer monitor.
This is a 4K, high-resolution, rear-projection system that produces digital images with cinematic reality and color quality. The rear-projection screen surface uses a resolution of 4096 x 2400 and produces a minimum of 33.3 pixels per inch. The image reproduction of this system displays realistic shelf sets for virtual shopping experiences.
- 6 x 10-foot portable screens for life-sized, scaled projections
- Rear projection to eliminate shadows
- Ability to simultaneously test multiple design options and easily modify test stimuli
- Faster results than in-market testing
www.idg-consulting.com/virtual
Firm offers innovative, custom qual and quant solutions
Insights in Marketing is a marketing research firm that empowers brands to make moves inspired by the consumer voice. Combining decades of experience with an innovative approach to research, Insights in Marketing creates custom quantitative and qualitative solutions for every client. Led by Ron Raskin, owner and president, the team empowers brands to make bold, strategic moves always with the consumer top-of-mind. Our customized research approaches leverage proven methodologies and techniques so you always get the in-depth and actionable insights you need. Curiosity and intuition drive each member of the team to dig beyond the surface and uncover the real feelings and opinions of target consumers. With experience across the consumer landscape, we know exactly where to go and what to ask to find the insights and solutions your business needs. As detailed elsewhere in this special section, we now offer our new IIMPronto quick-turn qualitative and quantitative research solution for when traditional research timelines just won’t work; from screener to report with insights and recommendations in just seven days. 2017 is poised to be the year that Insights in Marketing’s team helps even more globally known brands across industries to ensure they capture the consumer voice.
Understanding banner ad performance in a snap
Ameritest is proud to introduce BannerSnap, a fully automated banner ad pre-test designed to meet the fast timelines and strict budgets of most digital campaigns.
BannerSnap measures ad performance in a controlled environment that mimics the actual consumer experience, while delivering richer and more actionable insights than monitoring online metrics can provide.
BannerSnap combines outcome-based metrics of ad breakthrough and impact with diagnostics including Ameritest’s patented Picture Sorts® to deliver insights that:
- predict how creative will perform in-market; and
- provide guidance for creative optimization.
Mention this entry in the Quirk’s Innovative Products & Services section to receive introductory pricing.
Contact us at info@ameritest.com.
Ascribe Surveys launches insights platform with sample powered by Google Surveys
Ascribe recently launched Ascribe Surveys, powered by Google Surveys, to deliver a robust, efficient and cost-effective means to reach consumers around the world, as well as collect and analyze their feedback.
Integrated within the Ascribe Intelligence platform, which combines an easy-to-use survey tool with advanced verbatim analysis techniques, it enables market researchers to reveal immediate insights from customer feedback and allows them to make better, more-informed decisions through a deeper understanding of their customers and markets. Users gain valuable business insights through consumer-centric research, including:
- pre-test a marketing campaign;
- prioritize new product initiatives;
- gauge a reaction about a recent event; and
- track brand awareness.
With expanded panel-targeting capabilities that provide access to validated samples in key markets, including the United States, Australia, Brazil, Canada, Germany, Italy, Japan, Mexico, Netherlands, Spain and United Kingdom, Ascribe Surveys is one powerful insights platform.
Ascribe Surveys addresses the industry need for shorter, mobile-enabled surveys. Consumers want to give feedback on their terms, which can often include an aversion to long surveys and an on-the-go approach. They simply want to type or say their feedback and move on, and they have an expectation that the company providing the product/service will take action based on their comments.
“This new insights platform accommodates a scope of research activity that is virtually unheard of,” says Ascribe CEO, Rick Kieser. “Market researchers can now seamlessly tap the power of Google’s validated global sample combined with an easy-to-use survey tool and advanced verbatim analytics – no other product can do this today with a single login.”
“We’re excited about collaborative opportunities on our platform that bring the reach, quality and speed of our representative sample to third-party research products,” explains Dylan Lorimer, product manager, Google Surveys.
Ascribe Surveys and Ascribe Intelligence are SaaS-based online tools that are available now to researchers across the world.
To learn more or request a demo, visit ascribesurveys.com or goascribe.com
New solution for research on tablets and smartphones
Over the last 12 months, RCS has made a significant investment in the design and development of a true and tested mobile version of our unique Ruby Laser browser product.
We are proud to announce the release of RubyGo – a groundbreaking new solution for market research data on tablets and smartphones.
RubyGo (like its older brother, Ruby Laser) again sets the standard in market research for online access to data. It was built from the ground up for the intricacies of MR data (not just an RDB), with comprehensive crosstabulating (real crosstabs, not just pivot tables) and charting, along with Excel-based dynamic dashboards.
No more jumping through hoops and wasting time creating complicated dashboards. RCS online products use standard Excel spreadsheets linked to live Ruby Tables! With live links, you can drill down and filter on the fly, online. No learning new things – Excel’s excellent graphics make for professional presentation of the results.
With RubyGo we offer you the full and unique functionality of Ruby Laser in the palm of your hand.
There are two apps: RubyGo (best for tablets) and RubyPocket (best for phones). They are both free on the app stores. To try them out, download the app and use the following credentials: agency: rcsreporting, username: guest, password: guest.
Big qual – digging for insight gold in historical data
Every year, market researchers collect piles of data, both quantitative and qualitative. In most cases, the researchers will tabulate the data, code it, count it, create a report and ship it off to the client, nicely gift-wrapped with a bow on top. For quantitative studies, the actual data is usually boxed up and then put away in cold storage afterwards. For qualitative studies, the data may not even exist outside of the moderator’s head or a notes sheet.
What if that data could always be available for analysis, even longitudinally? Not only that, what if all that data could be analyzed using state-of-the-art computational techniques to unearth insights that may have been missed when the original data was considered?
Our Client Learning Center (CLC) is a technology solution that solves both these problems by allowing researchers to load all their historical research data into a specialized big data store that allows on-the-fly analysis, aggregations and visualizations.
In addition, a plethora of machine learning algorithms made available out-of-the-box allow qualitative data to be evaluated from different angles, very quickly and with very little human involvement. Our toolbox of automated analyses includes the ability to identify brands and products, tag emotional content, measure sentiment and categorize content into major themes, just to name a few and with more on the way. Armed with this growing arsenal of qualitative tools, researchers can let our platform do the grunt work so they can do what they do best: derive game-changing insights for some of the biggest businesses in the world.
The self-service design of the CLC allows users to have 24/7 access to their data for evaluation as questions arise. The democratization of information in this manner creates boundless opportunities for continuous learning for market researchers and their end clients.
Rigorous solution to ignite your ideation
TRC’s agile and inexpensive idea generator – Idea Mill™ – allows consumers to have a seat at the brainstorming table early on in an organization’s ideation process.
The product is designed to inject fresh new thinking by offering a few dozen validated ideas generated by consumers, while using a proprietary gamification technique.
Make product optimization and forecasting more affordable
Blueberry Marketing and Sensory Research has introduced PinPointSM, an affordable product optimization and forecasting solution for concept, product and marketing mix analysis. The methodology benchmarks against the current marketplace (rather than normative data) for easy application in global markets and newer product categories. It incorporates a scenario-planning tool for flexible forecasting and a sensorial analysis for product feature prioritization.
Boost health care qualitative with QualEDGESM
Reckner Healthcare, a pharmaceutical and health care fieldwork provider, has responded to the industry trend merging of qualitative and quantitative research with its new QualEDGESM program. QualEDGESM delivers online enhancements to the company’s qualitative recruiting program, enabling researchers to manage pre/post surveys, patient charts and insights boosts online, thereby enhancing speed, efficiency and analysis of health care qualitative studies.
Social Adaptive Recruiting: Next-generation qualitative recruiting
Our unique proprietary tools help us find fresh, qualified and hard-to-reach respondents based on their actions and behaviors. Our Social Adaptive Recruiting methods allow us to tap into behavioral data available at our fingertips via social channels.
Here’s how it works.
First, we listen and search social data:
- We set up a social listening campaign via our proprietary Adaptive Listening™ tool. That allows us to listen via the top social channels and selectively target respondents based on their behavior, demographics, geography and interests.
- We also target Facebook users via our proprietary tool based on their “likes,” interests and demographic profiles.
How we make contact:
- We reach out to our identified audience directly through the social channel where we find them, with a personalized invitation to fully screen them to see if they qualify to participate and share their thoughtful feedback.
- Qualified pre-screened respondents are validated by phone by our professional recruiters. We have found that making a personal connection with respondents is key to ensuring high-quality, committed participants.
We end up with authentically qualified, hand-selected, articulate, fresh respondents.
Talk to us about how our innovative recruiting tools can help elevate the quality of insights on your next project.
DIY sample-buying portal puts users in control
Feedback from researchers and sample buyers in the market research industry points to continued constriction of timelines and resources. This has led industry innovator and global online sample provider Research For Good to launch The Sampling Place. The Sampling Place is a do-it-yourself sample-buying portal that gives users complete control over their own sampling process.
The always-on portal lets users calculate feasibility using hundreds of pre-programmed data points from Research For Good’s respondent reach of over 16 million people. The clean, robust design easily lets the user launch, monitor and make real-time adjustments to projects on their own schedule. Autonomous and intuitive, The Sampling Place is built upon Research For Good’s source-agnostic sample methodology and industry-leading breadth of recruitment. Sample buyers now have access to the broadest cross-section of the online population, with the nuanced sampling controls needed to ensure high-quality insights from thoughtful and engaged respondents.
With every survey complete purchased through the platform, Research For Good will make a corporate donation to charity partner Action Against Hunger. Driving market research technology forward while engaging corporate funds in social causes puts Research For Good at the forefront of doing good in our industry. Research For Good is currently accepting additional beta test users. Discover more on their Web site researchforgood.com or e-mail at TheSamplingPlace@ResearchForGood.com
Build digital communities in minutes with Toluna QuickCommunities™
We know that having the ability to go beneath the surface of consumer insights to uncover what emotions and motivations drive consumer behavior is invaluable to your business – but being able to do this quickly is not always easy.
Toluna QuickCommunities™ provides a do-it-yourself, quick-turn solution to help you cost-effectively build digital insight communities faster than ever before. With an intuitive wizard offering an array of customization options, you can create digital communities in minutes that are in synch with your brand guidelines to address short-lived, event-based or ad hoc needs.
Recruitment is fast and easy with direct access to Toluna.com, the world’s largest social voting community of over 13 million consumers across 68 countries.
Try QuickCommunities™ today and see how easy it is to create your own brand advisory board of consumers and prospects in just minutes.
Directly engage social communities for sample
Branded Research, a San Diego-based online sample provider, has launched a new recruitment service leveraging Facebook for a direct connection to panelists. Over the past decade, Facebook has built the most complete consumer and business database available. With our socially-validated and secure approach, panelists are directly targeted and recruited for surveys from Facebook’s 1.8 billion members. Tapping into Facebook provides precise targeting and profiling information including:
- demographics
- interests and hobbies
- location
- behaviors and psychographics
Opinions and insights from our panelists enable data-driven decision-making our clients can trust. A relevant, quality conversation elicits a quality response.
Get into the ‘whys’ with Quester’s AI-backed quant-qual approach
Quester’s unique research design applies the principles and methods of sophisticated quantitative research and simultaneously leverages an artificial intelligence-backed moderator to deep-dive into the “whys” with every respondent.
We start by listening to your research objectives, hypotheses and business goals. Armed with that information, researchers design a questionnaire leveraging the best of both quantitative and qualitative questions. Quester’s designs have fewer boundaries because we create questionnaires more representative of natural conversations. Respondents engage in what appears to be a traditional online or mobile survey. But as they type in their answers to open-ended questions, the software is analyzing every word. It processes multiple layers of intelligence in real-time to determine unique open-ended, follow-up questions. These probes are grounded in uncovering further definition, elaboration, implication and rationale.
We’d love to learn about your research challenges. To learn more about us, visit Quester.com/video or call 877-232-1005.
Quick-turn qual and quant with IIMPronto
The time it takes to gather and analyze research is one of the main reasons many brands don’t test new concepts and packaging before launch. The pace of business is moving faster than ever, but many research firms are still taking weeks or even months to provide consumer insights. IIMPronto is a new solution developed by Chicago-based research firm Insights in Marketing (IIM) aimed to solve this problem. With quick-turn quantitative and qualitative research, the team delivers consumer insights and feedback in just seven days, including a report with insights and recommendations.
Whether it’s identifying the lead concept for a new product launch, determining which package design best appeals to consumers, which message best resonates with consumers or what attitudes and perceptions consumers have regarding a topic, IIM strives to ensure every brand decision can be inspired by the consumer voice.
IIM has developed a simplified screening process that enables us to:
- recruit up to 30 qualitative respondents;
- execute up to five quantitative monadic cells with 200 respondents/cell; and
- recruit valued and diverse consumer groups.
To find out more about IIMPronto or schedule a free consultation, visit www.insightsinmarketing.com/iimpronto.
Affordable neuromarketing solution
NeuroLab by CoolTool is the most comprehensive and affordable neuromarketing solution.
It combines eye-tracking, EEG, emotions measurement and mouse-tracking. All of them are easily integrated into surveys. It enables researchers to cross-analyze self-reported data with NeuroLab results.
Fans of automation will find this solution very convenient as results are delivered in real-time and in automated reports.
Quick, credible answers to time-sensitive questions
Sometimes you need answers – fast. But fast shouldn’t mean you need to compromise on quality.
Access Express is a self-service custom research tool for biopharmaceutical market researchers that leverages Health Strategies Group’s robust panel of providers and payers to provide answers to your questions in one week’s time.
Simply log on to an easy-to-use portal, select your target respondent roles, set your sample size preferences and submit five-to-10 questions. Sit back and we’ll do the rest. Your results will be available in six business days.
The entire research process – including survey programming – will be managed by Health Strategies Group’s experienced in-house research team. Health Strategies Group has been the leader in market access market research for over 20 years, so you can be confident in the quality of Access Express results. Now that’s market research that moves you ahead.
To learn more, visit healthstrategies.com/accessexpress