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We're taking some much needed time off from our coverage of shopper marketing and private label to celebrate the season with our loved ones. We want to sincerely thank you for your readership, your comments and your participation.
Here are our top posts from 2009:
A deeper look at the country music listener
Creating "Delicious" Research
The Skinny on Marketing Research at Facebook
We'll be back in January with more coverage.
We wish you Happy Holidays!
PCWorld.com reports today that although sales of smartphones have risen in Q3 of 2009, the increase was much lower than anticipated. Gartner, the market research firm, believes that Nokia's smartphones may be to blame. Mikael Ricknäs, IDG News Service reports:
But the third quarter was a disappointment -- mainly due to Nokia's lack of attractive high-end smartphones. And consumers who like Nokia's products are not necessarily buying smartphones from other vendors, so the market is taking a hit, according to Carolina Milanesi, research director at Gartner.
Still, in 2013 more than every third phone sold will be a smartphone, unless mobile operators persist at packaging smartphones with flat-rate data plans, which could put the total cost out of reach for many consumers, according to Milanesi.
What do you think about smartphone purchases -- is Nokia really to blame?
Learn more: Smartphone Sales Increase Disappoints, Says Gartner
Date/Time: Thu, Jan 14, 2010 2:00 PM - 3:00 PM EST
Register: https://www1.gotomeeting.com/register/542471264
Mention priority code MWS0028BLOG
Stated or Derived?
It’s a perennial question among applied marketing researchers who typically consider stated and derived importance methods as alternative ways of measuring the same construct.
But is this a correct assumption?
Find out by joining Keith Chrzan, Vice President, Marketing Sciences, Maritz Research for this informative IIR Webinar. Chrzan -- one of the marketing research industry’s leading experts -- will explore the two methods in greater detail and reveal how they, in fact, measure different things. Most of the criticisms directed at both methods apply only if they are done poorly, and in this presentation, Chrzan will distinguish better from worse ways of doing both stated and derived importance. He will also provide examples of importance measurement gone wrong and show how such error can cost companies millions. Additionally, the Webinar will reveal that the two methods have about equal validity when done properly.
What you’ll learn:
- Stated and derived importance measure different things
- If one method is better than the other
- As commonly done (90+% of applications) both methods are fraught with problems
- Both methods can be improved substantially using better measures and models
- Both methods have about equivalent validity when done properly
From: Kim Rivielle, Managing Director, IIR
Deadline: December 14, 2009
Re: The Life Stage Marketing Summit
Event Date: May 10-12, 2010
Location: Chicago, IL
________________________________________
The Institute for International Research is excited to announce that we are putting the finishing touches on the Life Stage Marketing Summit. We are looking for just a few more speakers to cover the following session topic areas: Social Media Strategies (measurement & ROI, branding and innovation are priority key themes), Marketing & Engagement for specific life stage or life style segments and research and Segmentation and Trend Insights, as it relates to understanding your key segments or emerging priority segments better. Case studies are particularly well received.
If you have an interesting case study or provocative perspective to share please contact me directly.
Session topics include but are not limited to:
• Transition in Life Stage: How Your Customer Evolves
• Breaking into New Life Stages without Alienating Your Consumer Base
• Products Across Life Stages - Which Ones Succeed and Why?
• Researching Life Styles and Stages: Tools and Techniques
• Innovating New Products or Services for Multiple Life Stages and Styles
• Common Threads and Differences in Specific Segments
• Creating an Authentic Message to Build Loyalty for Life
• Integrating New Trends into Traditional Products to Grow Your Brand
• Emerging Product Markets for Various Life Stages
• Product Life Stages: Introducing and Removing Products
• Ethnography for Universal Design
• The Spread of Technology through Life Stages
• Keeping Your Product Relevant as Your Consumer Ages
• Using Social Networks and Blogs as a Marketing Tool? What Works?
• The Right Mix of New Media to Reach Your Target Market
• Mobile and Online Marketing: Where Your Consumers Are
• Trends in Social Media and Technology
• How Your Consumers are Using Online Now
• Cutting Edge Trends: What's Next?
The Audience
Who will attend? Leaders from a variety of industries with responsibilities in:
• Marketing
• Market Research and Development
• Product and Brand Management
• Consumer, Customer, Shopper, Strategic Insights
• New Product Development/Management
• Strategic Planning and Development
• Customer Experience, Loyalty, Retention • Business Development
• eMarketing/Social Media
• Innovation & Discovery
• Communications/Design
• Licensing/Sales
• Segmentation
• User Experience
Speaker Benefits
Our speakers join us for countless reasons. Come include:
• To advance the purpose and value of reaching life stages and styles
• To share best practices and lessons learned
• To showcase the critical role of reaching life stages and styles within their organization
• To reinforce their own position as an expert and share results of an exciting project or study
• To network with their peers and other industry leaders and participate in high level, intellectual exchanges
Added Bonus: Each speaker will receive free admission to the conference (a $3000+ value) including admission to all conference sessions, networking breaks, lunches, exhibit hall, cocktail party, etc.
Submission Guidelines & Deadline
For consideration, please e-mail Kim Rivielle at krivielle@iirusa.com with the following information by Monday, December 14th:
• Proposed speaker name(s), job title(s), and company name(s)
• Contact information including address, phone and e-mail
• Title of presentation
• Brief overview of the presentation (1 short paragraph plus 2 bullets that illustrate audience takeaways): Please note: if your proposal is selected, portions of this description will be printed in the brochure and used online to promote your participation
• Previous conference presentation experience and/or brief speaker biography
Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.
Thank you for your interest in The Life Stage Marketing Summit!
All the best,
Kim Rivielle
Managing Director
Marketing and Business Strategy Division
Institute for International Research
krivielle@iirusa.com
708 Third Avenue, 4th Floor, New York, NY 10017
From February to mid-June of 2009, Delta worked with Digitas to more effectively target it's potential customers of international travel. They worked with Digitas to reach these customers through digital mediums at places of high traffic such as ferry terminals, health clubs, gas stations and cafes, to increase awareness of Delta as an international carrier.
The success of the campaign was substantial:
-- Awareness of Delta as an international carrier increased by more than 28%.
-- Among business travelers, the perception that Delta "flies to the international destinations you want to go to" increased 26%.
-- The percentage of people "very likely" to recommend Delta to friends, family or colleagues increased by 61%.
-- 32% of those who noticed the screens (index of 695 against U.S. national average) fit Delta's income demo.
-- Those who noticed the screens were frequent travelers who had an average of 5.2 business trips a year.
-- Overall awareness of Delta increased by 15%
Have you begun to target your potential customers digitally? What are your goals when doing so? How have you best found a way to measure that?
Source: CNN Money
eMarketer.com reports that The Center for Marketing Research at the University of Massachusetts Dartmouth has followed up on its 2007 and 2008 studies of social media usage by the Inc. 500. Adoption and awareness continue to trend upward, with 91% of firms using at least one social media tool in 2009 and three-quarters describing themselves as “very familiar” with social networking.
Social networking and blogging have seen the most growth in adoption, while other technologies have flattened or even declined in use, including wikis and online video. Twitter usage, of course, has caught on quickly—more than one-half of businesses reported tweeting in 2009. This was the first year respondents were polled about Twitter.
Social Media Marketers Declare Success
We've seen the success of social media marketing in market research; but how about you? Are you seeing success with this new marketing medium?
Date/Time: Wed, Dec 9, 2009 11:00 AM - 12:00 PM EST
Register: https://www1.gotomeeting.com/register/781266785
Mention priority code MWS0020BLOG
Do consumers know the difference between national brands and store brands? Do they care? How do they describe private label compared to national brands? Does this differ across categories? How about across markets?
Private label and store brands are having an impact on many consumer purchases today, both in the US and Europe. And within these markets the definition of private label compared to national brands varies according to category and retailer.
When is a brand important? What makes a national brand different? Do consumers feel the same way about brands today as they did a year ago? Why or why not?
Showcasing BuzzBack’s unique portfolio of award-winning online research techniques, this webinar will highlight new consumer research conducted in the US and UK about purchasing behavior and attitudes associated with private label versus national consumer brands. The study will present ways to identify consumer behavior and attitudes about shopping via an online survey.
As you listen in, you will learn:
• What drives consumer purchases of private label brands and why
• Consumer perceptions and attitudes about private label compared to national brands
• Types of people who purchase private label compared to national brands
Featured Speaker
Brendan Light, SVP, Research and Development, BuzzBack Market Research
