The number of research methods available these days is staggering. Some are experimental, some are trendy, some are tried-and-true. Among the most tried-and-true methods is ethnography.Read More
Yesterday we showed at length how the trend, which we’ve called “The Allure of Less” is a powerful force in today’s marketing environment. As many Baby Boomers are downsizing their living arrangements, the things that filled their houses are not being welcomed into loving new homes by their children.Read More
The team at FiveThirtyEight.com came up with a novel segmentation that is probably not super useful for many clients, but does give a good sense of how segmentation can work.Read More
There is an ugly side to all beautiful data visualizations - the time and effort that must be spent to bring order and sense to the information.Read More
Research provides insight and shows opportunity, but it doesn’t prescribe what action to take in response to that research. That’s the next step and there are a lot of different ways to take that next step. It’s too common for a gut reaction or the ideas of a few folks in a marketing team to take it. We don’t think that’s the best way.Read More
It’s not quite the east coast. It’s not quite the midwest. It’s a little bit of both and it’s a perfect place for companies conducting market research. It’s Pittsburgh. A go-to market for anyone considering where to do market research for their products and services.Read More
Today, the employee experience matters nearly as much as the customer experience. As the U.S. unemployment rate dips to 50 year lows, the reality is that organizations must pay attention to their employee’s experience.Read More
Everyone wants to know “what separates my brand from that of my rivals?” But while it seems straightforward, it is not a fully objective question. The ideas that each brand’s teams bring with them about exactly what a brand is shapes how they approach this question.Read More
We’ve discovered another example of advertisers taking a trend we discovered and directly applying it to their creative strategy. It’s all about millennials and home buying. Even though the misconceptions about millennials still abound, one thing is for sure, they love their pups.Read More
It may come as no surprise to marketers of consumer packaged goods that there’s a whole field of research dedicated to studying perceptions of the sounds and shapes of products. The goal in all of this is to help producers benefit from multi-sensory perception of products—from their color, the shape of their packaging, the sounds they emit, and the feelings (touch and emotional) they give us—in order to evoke an appealing impression of the brand.Read More
Over the past several years we’ve been often asked about Millennials, largely because they have actually become the largest generation —80 million people in their early 20s to early 30s - so everyone wants a piece of them. However, it has become clear that much of what has been characterized is more myth than fact. Relying too much on what becomes conventional wisdom is a mistake that was made with millennials, but should be one we all learn from.Read More
In 2016 we released a report on the subgroup of college-educated millennial women who represent a historically distinct phenomenon worth marketers’ focused attention. We called them Premium Singles.
Now more studies are finding that these Premium Singles are using their distinctive levels of disposable income to shape the beginning of their lives as young working professionals and — whether they are aware of this fact or not — to shape the lives of the people around them.Read More
With the many sources of information bombarding us all the time, our brains are still programmed to prioritize—with virtually zero conscious thought—the sound or smell of fire burning nearby, for example, or even the much more subtle sound of twigs breaking as something sneaks up on us. Without too much contemplation, we all intuitively understand that this sort of lightening-fast unconscious thought will generate an automatic flight response that will override virtually any other activity our brains may have been engaged in—even sleep for that matter.Read More
We have seen the evolution of research and its relationship to effective marketing develop in real time, and in the interest of remaining in a leadership role, behavioral science has been a constant point of discussion in our offices.
It seemed for a while like maybe we had all figured out how to deal with tobacco. Use has plummeted, especially among younger users. Then came vaping.Read More
This month’s edition of New York Magazine has a great article about how podcasts have become an essential form of modern media. This gives a great motivation to talk about a great old podcast. The story centers on Thad Starner and the impact of a self-invented technology on his life. Thad was one of the first cyborgs.Read More
Nicole Dieker says that moving from Seattle to Cedar Rapid was “the best $5,929.10 I ever spent.”
How she decided to make the move is a story of, among many things, great research. The same type of great research that we recommend for clients all the time. She found a methodology that helped her really understand what the move was going to feel like.
We talk about how good CX planning can impact a business. Nicole has shown that the same type of planning is just a good idea generally.Read More
Though some forms of User Experience Research have been in existence for just about as long as Campos has—close to 30 years—now, more than ever, we are seeing an overwhelming need for this specialized area of research.
Clients are coming to us with all kinds of problems where user research can help: they have a website that has been launched and their analytics show that users are dropping off on a certain page, so they would like to understand why, or they’re revamping their site with a whole new design and want to find out what users like or don’t like about it. Whatever the problem may be, companies are realizing that the importance of their customer-facing digital platforms is a key component to their brand’s communications, integrity, and ultimate success.Read More
Pollsters working on political campaigns have always placed a premium on rapid access to public opinion data. Our clients’ need to obtain actionable consumer opinion data and insights within 24-48 hours has increased exponentially. Four types of decision-makers are coming to us for quick-turn information they can use, each with obstacles they find hindering their process.
The challenges for all of them are two-fold: first, how can it be done affordably? Second, how can strategic insights, in addition to data, be gathered so that the value proposition increases?Read More
Tens of millions of Americans struggle with sleep issues. Common in both men and women, poor sleep is linked to chronic conditions like heart disease and diabetes, and negatively affects a range of personal indicators, like reaction time, alertness, and mood. But lack of sleep is also a public health problem: Sleepiness has been linked to an increase in on-the-job accidents and car crashes, among other incidents.
With the escalating interest in the sleep category, and so many manufacturers testing their products and collecting consumer feedback, it is important to continuously refresh the community of sleeplessness sufferers to recruit for qualitative research. Campos recognizes both this market research need and the importance of good sleep, so we decided to create a Sleep Health Consumer Panel comprised of people who, at minimum, have trouble falling asleep and/or staying asleep.Read More