Separating Myth from Fact in Generations

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. 

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Premium Singles Are Changing the World

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.

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The Automatic Zone

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.

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Seeing the Whole Picture on Reducing Teen Vaping

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.

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Winning with Your Customer: What You Need to Know

A common statement that we hear from our clients is, “We want to win with the customer.” What spurs this conversation is, usually our client observes their customers' changing behavior, like switching to a competitor or they’re making more infrequent transactions. While there may not be a clear indicator of why this behavior is occurring, what all of our clients know intuitively is that the first step to winning with the customer starts--very simply--with better understanding the customer.

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Lessons on Humanity, from a Cyborg

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.

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Research Done Right Leads to a Happy Life

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.

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Your Website Visitors Have Something Important to Tell You

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.

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Consumer Opinion Data: Getting Creative at Crunch Time

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?

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Look Back At A Forward Looking Article

Sometimes it’s good to take another look back at something that changed the way you think. An article from four years ago in the Harvard Business Review by David Edelman and Marc Singer is one that deserves another look. In it, they offer some of the most interesting and cogent observations on Customer Journey Planning that we had read before and perhaps still to this day: “Competing on Customer Journeys.”

We highly recommend you read the whole article, and, to motivate you to do so, here’s the spoiler: According to Edelman and Singer, customer journeys are “…becoming central to the customer’s experience of a brand—and as important as the products themselves in providing competitive advantage.” Pretty compelling stuff.

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Data Matters in CX Planning…Until It Doesn't

The first step of customer experience planning should always be data analysis. The slicing and dicing of years and years of complicated data may sound cumbersome, but it’s incredibly valuable. Some of that data is structured and easily quantifiable, such as sales data, CRM, transactional data, and customer demographics. Much of it is unstructured, like website discussion boards or social listening.

Together, the structured and unstructured data gives us the lay of the land by determining the number of different journeys your customers may be on with your brand. Data defines the long-term value of each journey, tying each customer to their revenue stream and allowing us to prioritize the customers who provide the most value or customers whose experiences need the most help.

But we can’t use customer data analysis alone.

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We Don’t Sleep on Innovation

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.

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How Do We Empower People to Make a Choice?

For many years, social scientists have been studying what it takes to motivate people to change their behavior—follow a diet, quit smoking, exercise more, save more, etc. Most recently, social scientists have successfully focused on a theory called The Self-Determination Theory.

In the Self-Determination Theory, people are believed to be naturally motivated to learn and to grow. It is the social structures around people that determine whether this natural motivation will be supported or thwarted. At its core, there are three innate needs that must be met in order to promote self-determination.

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Vision, Values and Voice: Building Your Brand on a Solid Foundation

At Campos, we define branding as “the discipline that guides the way an organization thinks, acts and communicates.” The best way to express this is that every organization must synchronize their Vision, Values and, ultimately, their Voice. These three elements of branding summarize what the organization stands for, how it is distinctive, and why anyone should care about it.

Inside-out branding is based on the fundamental belief that, if the brand does not live and breathe on the inside of the organization, few on the outside are going to believe in it. Isn’t that the whole point of branding: cultivating a trusted relationship with customers or consumers? Linking your Vision, Values and Voice is the best way to ensure that your brand can deliver on its promises in the long term.

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Brand PlanningCampos
Tesla is the First Car Maker Up on a Millennial Trend

The word “millennial” often conjures an image of a single, underemployed barista with thousands of dollars in student loan debt living in her parents’ basement. And while one in three young adults do indeed live at home with their parents, most of them are out of the nest—and many are nesting themselves.

The biggest and cutest trend in millennial nesting is dog ownership. An astonishing three-quarters of Americans in their 30s—which is to say, mostly millennials—own dogs. That’s why Tesla’s new Dog Mode is a brilliant addition to their product that speaks right to the millennial market. (It’s also the sort of idea that someone definitely should have thought of already!)

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How Uniqlo Conquered Millennial Fashion

Uniqlo is a favorite among some of the team here at Campos. They have done a great job in the US coming in at a time when other retailers in similar categories are perceived as the “dad brands”. They offer great fits, at a fantastic price and their quality is way above average.

The Atlantic has a good look at the brand in a new article, what has built them into a fashion retail powerhouse, and what pitfalls may lie ahead, but we don’t think it’s shows the full picture as to what has made Uniqlo such a success.

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Brand PlanningCampos
Nike Fully Understands Their Customer, and It's Not Who You Think

It' is under 100 days until the 2019 FIFA Women’s World Cup kicks off in France. The U.S. Women’s National Team will be defending their title from four years ago, our nation’s third World Cup championship. This year they will be doing it in a uniform that pays homage to the squad that won the second title 20 years ago.

The new designs have been almost universally praised by fans who are sure to be buying them in huge numbers to support the team this summer. Yet even though hundreds of thousands of these shirts will be sold to men, women and children all across the country and world, Nike, the designer for U.S. Soccer’s uniforms since 1997, knows that their actual customer is just 23 women.

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How Millennials and Gen Z Speak Volumes Through Visuals

Have you ever been in a situation where you were viewing an image or photograph, and the image that you were looking at held your gaze for what felt like an eternity – so much so that you experienced that visceral emotion that no spoken word or phrase could create within you? It’s powerful. Incredibly powerful.

Recently, we had this experience conducting a digital, online qualitative study where we were looking to uncover how students’ motivations and inspirations provide perspective when they observed an institution’s website and current TV ad.

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How Can Anyone Forecast Trends?

With SXSW in full swing down in Texas, there will be many articles published about “trends” coming from the conference that we should all be aware of.

This begs the question: How does Campos (or anyone, for that matter) forecast trends?

From the outside, it can seem like guess work. How can someone know what consumers will want a year from now, or which developments businesses should scale earlier rather than later in their life cycles? Well, we don’t claim to be clairvoyant, but there is a way in which we can do just that.

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Know Your Audience: What Trial Attorneys Can Learn from Marketers

Here’s the reality of the situation: If you are not currently using market research tools to help you prepare for trial, it is highly likely that your opponent is.

At Campos, we have had more requests for focus groups for pre-trial preparation this year than ever before. For attorneys, collecting potential juror reaction to a case prior to actually putting it in front of a jury is quickly becoming as recognized a practice as taste-testing for consumer packaged goods. But, as with all things new, there are lessons to be learned by those who have walked that road before.

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