category: learn
learn about next-generation market research methodologies, tactics, and findings
As we kicked off 2012, we launched a study in Communispace’s proprietary Idea Space communities in collaboration with SMG Multicultural to get a pulse for consumer feelings and emotions – and how they might differ across Hispanic and General Market (non-Hispanic) segments.
Both groups of respondents share a similar perspective as they look back on 2011, and outlook as they think ahead to 2012. Not only do they select the same emotions (from an aided list) to describe their feelings towards the past and future [a], but they also use the same terms when asked to share the top three words that come to mind as they launch into the New Year (open-ended) [b].MORE…
BRIC markets (Brazil, Russia, India, and China) are evolving at a fast and furious pace, transforming the digital landscape. In fact, BRIC consumers are taking the lead when it comes to using the social web: their behavior is more diverse and also more mobile than peoples’ from westernized countries; they are more likely to blog and to maintain social network profiles, and thus share content on the Web; and they represent the greatest potential for growth, as Internet penetration is still below 50% in all four countries.MORE…
Mental models are explanations of how we receive and interpret information and, ultimately, shape how we make sense of the world. They manifest in language through the conceptual narratives and metaphors we use in our everyday communication. Mental modeling can be tremendously helpful in market research: by understanding mental models and the related narratives (such as Heroic Journey, Transformation, Rescue, etc.), researchers and marketers can develop messaging strategies that more effectively motivate their target audiences to action.MORE…
Whether you are an over-the-top Valentine lovebird with flowers, reservations and sappy gifts ready at the whim OR whether you will cringe at the sight of any shade of pink or red on February 14th, there has long been a debate over whether Valentine’s Day should be observed and how exactly it should be celebrated, if at all. MORE…
As mobile devices are embraced by a wider audience of consumers, a new mobile class has emerged.
The freedom and control that connected consumers get from their smartphones and tablets carries new sets of challenges and opportunities for brands and retailers trying to keep in step with consumers’ needs and expectations and for market researchers …MORE…
In the field of marketing research, there is a simmering debate between those who believe neuroscience-based tools will make self-reporting obsolete, and those who have kept faith with humans’ ability to consciously understand and explain their own actions. But I say: Why choose?MORE…
When having a face-to-face conversation with someone, we’ve been conditioned to maintain eye contact or to ask relevant questions to demonstrate that we’re really engaged—this is called “active listening.” While having a conversation online may add a layer of complexity, active listening online is still possible.MORE…
