Posts in Research & Analytics
Would a Chip of Another Crunch Taste as Fresh?

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.

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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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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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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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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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