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  1. article

    Is an oatmeal facial the pathway to product innovation?

    Lately I’ve noticed several foods now touting the presence of “all-natural” ingredients. For example, one of our household faves is Quaker Instant Oatmeal. Our kids love the apples and cinnamon variety and as parents we appreciate the convenience of stirring ...

  2. glossary

    Brand

    A Brand is a name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers including sum of all the characteristics, tangible and intangible, that make the good/service unique. In the context of marketing research, a brand is the combination of tangible and intangible characteristics – name, term, design, symbol, logo, design, messaging and reputation, to name a few – that identifies one seller's goods or services as distinct from those of other sellers. To consumers, a brand provides insights in perception, preference and behaviors. Brand-related marketing research identifies and promotes a brand’s strengths, weaknesses, opportunities and threats in the marketplace. Research findings can help businesses identify target markets and enhance marketing plans. Who relies on brand data? Brand data is helpful to a wealth of entities, including marketing researchers, brand managers, product development teams, company executives, advertising agencies and business consultants. Why should I care about brands? Market research helps entities understand and manage their brands and how they directly influence customer loyalty, purchase decisions and overall business success. A successful brand can command higher prices, drive customer engagement and create emotional connections.

  3. article

    Leadership in the market research industry

    Monica Wood, Herbalife, is the winner of the 2023 Courageous Leader Award. This award recognizes one researcher who is a proven risk-taker making a significant difference in their organization through marketing research and insight.

  4. article

    Keep it fresh: Reinvigorating your research community

    Launching a research community can be critical for consumer-centricity, but nearly as important as launching one is keeping it engaged and lively.

  5. article

    Top summer-specific mobile marketing strategies

    Brands that think strategically about their use of mobile during the summer will be the ones that come out with higher engagement, stronger customer connection and larger sales at the end of the season.

  6. article

    Mobile ethnography let Kraft capture the highs and lows of party planning and hosting

    Kraft used mobile ethnography to better understand what it’s like to host a party in one’s home and came away with 16 themes around entertaining as well as a variety of opportunity areas for new product innovation.

  7. article

    By the Numbers: Stop worrying about what marketing research methodology is better

    Each research methodology has well-defined advantages and disadvantages. The trick is figuring out how each one applies to the project at hand and then selecting the right method.

  8. article

    Gaining a better understanding of consumer and shopper insights within market research

    There are stark differences between shopper insights and consumer insights. It is crucial to distinguish each one and learn how shopper insights can impact both qualitative and quantitative insights when conducting market research.

  9. article

    From Apple to Amazon, consumers seek a seamless digital ecosystem

    As tech giants continue to introduce products and services, consumers are finding it necessary to choose one brand, one digital ecosystem, in order to enjoy a seamless experience.

  10. article

    Using contingent concept analysis to design clear and intuitive user interfaces

    This article uses a case study of a technical Web site to explore the use of one method of developing effective menus for program features and Web site content.

  11. article

    Designing effective telephone interviews: objectives in the script development process

    Designing an effective telephone interview is crucial to marketing research. This article details basic steps in one firm's interview scripting process.

  12. glossary

    Market Segmentation

    The process of dividing a total market into sub-groups of consumers who exhibit differing sensitivities to one or more marketing mix variables. See also segmentation studies. Market segmentation is the process of dividing a broad market into smaller, more defined subgroups (segments) based on shared characteristics such as demographics, behavior, needs or preferences. This enables companies to target each segment more effectively with tailored marketing strategies. Who relies on market segmentation in market research? Businesses, marketers, product managers and advertising agencies rely on market segmentation to better understand and target specific consumer groups. It’s essential for companies aiming to maximize the relevance and impact of their marketing and product offerings within various market segments. What are key aspects of market segmentation in market research? Key aspects of market segmentation include: Demographic segmentation: Divides consumers based on age, gender, income, etc. Geographic segmentation: Considers location-based differences in preferences. Behavioral segmentation: Focuses on buying behavior, brand loyalty and usage patterns. Psychographic segmentation: Examines lifestyle, values and personality traits. Targeted strategy development: Enables the creation of specific marketing approaches for each segment. Why is market segmentation important in market research? Market segmentation is important because it allows businesses to focus on the needs and preferences of different consumer groups, increasing the effectiveness of their marketing strategies. By understanding and catering to these segments, companies can improve customer satisfaction, foster loyalty and achieve higher conversion rates. How do market researchers use market segmentation? Market researchers use segmentation to analyze and categorize the market into specific consumer groups, identify unique needs and recommend targeted strategies. Segmentation insights guide personalized marketing, product development and advertising efforts, ensuring each segment receives relevant messages and solutions, thus optimizing business outcomes.