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One Size Doesn't Fit For marketing research and insights professionals ONE SIZE DOESN’T FIT ALL COVID-19’s impact on African American, Asian and Hispanic consumers PLUS Is targeting generations a waste of time? Using mystery shopping to fi nd CX/UX pain points Five shopper insights fundamentals that still apply TOM QUIRK A cy life and lega ADVERTISING SECTIONS Quirk’s Marketing Research Review 21 Top Consumer Research Companies July/August 2020 Volume XXXIV Number 4 20 Top Online Insight Platforms www.quirks.com Recruiting Expertise and Advanced Technology for Global Qual and Quant Research Success COMPREHENSIVE ONLINE SOLUTIONS ONLINE QUANT ONLINE QUAL Highly effective automated A unique suite of processes of sampling, panel innovative proprietary online management, and integrated qualitative platforms helping global panel access via high you deliver the most impactful API connectivity global insights Our facility markets in the US & Europe are open, and we are successfully conducting responsible in-person research. Welcome back! We missed you! Quirk’s Marketing Research Review CONTENTS July/August 2020 • Vol. XXXIV No. 4 DEPARTMENTS 6 Tom Quirk: A life and legacy page 44 12 Click With Quirk's For marketing research and insights professionals 14 In Case You Missed It... page 17 Ask The Expert ONE SIZE DOESN’T FIT ALL 76 COVID-19’s impact on African American, 20 2020 Quirk's Hot List Asian and Hispanic consumers page 24 Survey Monitor PLUS Is targeting generations a 36 21 Top Consumer Research waste of time? 62 Using mystery shopping to fi nd Companies CX/UX pain points page Five shopper insights 86 20 Top Online Insights Platform fundamentals that still apply 52 Companies TOM QUIRK page 94 Calendar of Events 6 97 Index of Advertisers 98 Before You Go… page Quirk's Marketing Research Review A cy life and lega 36 4662 Slater Road | Eagan, MN 55122 651-379-6200 | www.quirks.com ADVERTISING SECTIONS Quirk’s Marketing Research Review page 21 Top Consumer Research Companies July/August 2020 Publisher • Steve Quirk Volume XXXIV Number 4 20 Top Online Insight Platforms [email protected] | x202 www.quirks.com 86 Editor • Joseph Rydholm 66 A healthy interest [email protected] | x204 ON THE COVER With better-for-you foods, what claims Digital Content Editor • Emily Koenig are consumers buying? [email protected] | x210 44 One size doesn’t fi t all By Antje Sardo COVID-19’s impact on African News Editor • Sarah Freske [email protected] | x212 American, Asian and Hispanic 72 Real staying power? consumers Move over recycling, some new trends Audience Development • Ralene Miller By Roben Allong, Patricia Lopez and are in town [email protected] | x201 Iris Yim By Jennifer Wehr Holt and Bridget Nichols Directory Sales • Ilana Benusa [email protected] | x213 FEATURES 76 Truly just a number V.P. Sales • Evan Tweed Why marketing based on age cohorts [email protected] | x205 48 Habits old and new doesn’t make sense Unpacking consumer elasticity in Sales • Tammy Job By Adam Cook [email protected] | x211 a COVID-19 world By Lincoln Merrihew 82 Stop making sense European Sales • Stewart Tippler How counterintuitive thinking can [email protected] | +44(0)7989-422937 52 The more things change… inject some fresh perspectives into your Five shopper insights fundamentals research that still apply By Susan Fader ••• moving? make sure By Bill Bean Quirk’s comes with you! Send change of address information 56 The aisles have it COLUMNS to [email protected] Using in-store behavior analytics to bridge the gap between surveys and sales 16 Trade Talk Download the Quirk’s iPad, iPhone By Rajeev Sharma Tom Quirk’s lasting legacy or Android app to view this issue. By Joseph Rydholm 62 Tell them to get lost An interactive downloadable PDF of Using mystery shopping to fi nd CX/UX 32 Data Use this magazine is available at www. quirks.com/pdf/202007_quirks.pdf. pain points Assessing a brand funnel using comparative discriminant analysis By Elaine Buxton Follow us on Twitter @QuirksMR. By Michael Lieberman 4 Quirk’s Marketing Research Review //July/August 2020 www.quirks.com ••• in memoriam SETTING AN EXAMPLE Tom Quirk’s values shaped his life and his business By Steve Quirk My father, Tom Quirk, would not approve of this article. He was a humble, private went on to become a noted econome- man who never liked to be in the spotlight – it was not in his nature. trician as a professor at Cal Tech.) But on the occasion of his passing in May at the age of 87, I wanted to tell you a bit The main emphasis of the posi- about his life because his morals, ethics and character are the bedrock upon which Quirk’s tion was on studying the markets Marketing Research Review was built and operates under to this day. that the company’s products served Born in 1932, Tom was the sixth of 11 children. His father was a successful lumber- using government census of manu- yard owner and he grew up with means that many of his generation did not have. Tom’s facturers statistics and information formative years were during WWII. He would often talk about how his generation was from within the organization. Using left to fend for themselves because everyone was understandably focused on the war this information we attempted to Meffort. Witnessing those times and seeing the sacrifices people made is what developed his forecast unit sales by setting sales work ethic and sense of giving for the greater good. quotas and assist the production While longtime readers of Quirk’s may recognize Tom as the man whose last name department in inventory. Similar gives Quirk’s Marketing Research Review its distinctive title, there are many others who work was done at my next place of don’t know the story of how the magazine started. employment, the D.W. Onan Co. At In a nutshell, in the course of his years in the publishing and marketing research no time were either of the market fields, Tom repeatedly saw the need for a publication that could educate marketers on the research departments asked to use and value of research. And, since people often come to marketing research positions evaluate or assist in the marketing from a variety of backgrounds and hence may not be versed in all of the techniques and of the products themselves. their accompanying jargon, the magazine’s content would have to communicate to a wide In 1963 I was hired as the direc- audience, from the seasoned pro to the marketer-in-training. tor of research for Minneapolis- From here, I will let my father tell the story of how Quirk’s came to be. Below is an based Miller Publishing Company. It excerpt from an article we published in 2011 for our 25th anniversary. was a 90-year-old business magazine publisher with a strong position in the field of agribusiness. Each publi- fter my army service was com- the degree itself was not of much Apleted in 1956 I returned to the importance. Thus, when an older University of Minnesota and took a brother who was doing market re- number of advanced math and eco- search at G.H. Tennant Co. decided nomics classes with the thought of to return to college to obtain a Ph.D. obtaining a graduate degree in one and suggested I replace him, it took www.quirks.com/ of those two fields. It had always me only a few minutes to make the articles/2020/20200726.aspx been my intention to work within move away from academia. (It was the business community and thus a good decision for my brother as he 6 Quirk’s Marketing Research Review // July/August 2020 www.quirks.com Tom Quirk /////////// 1932-2020 www.quirks.com July/August 2020 // Quirk’s Marketing Research Review 7 Just as essential are hard work, adaptability, strong customer service and a true respect for and enjoyment of the industry the magazine serves. Top: Tom making 1st lieutenant in the Army. Middle: Leading a focus group in the 1960s. Bottom: Tom circa 2016. Wanted ideas and information Most publications at that time pre- sented market data that were acquired from third-party sources and available to everyone. We found that that their customers and prospects wanted ideas and information on ways they could be more successful in selling their products and services. We found that establishing a panel of retailers who represented the universe gave us an opportunity to meet this need. The re- sponse from the core audience was very positive and both publications achieved above-average growth. The response from the Miller Publishing management encouraged more innovation and the department staff was enlarged. Included was a young researcher, Dale Longfellow, who provided a number of ideas to help the company’s publications maintain their cation group had a marketing director positions as leaders in each of their who had considerable autonomy in the respective fields. way in which his/her publication was Prior to 1968 all of the data we presented to customers and prospects. presented was done for the publications My arrival on the job came shortly after and made generally available. But we the company had created a division for were beginning to have requests from two retail merchandising magazines. It major marketers to use our lists along was a competitive market and the mar- with our knowledge of the various mar- keting director, Paul Anderson, asked kets to do proprietary studies. Our first for my assistance in creating a plan reaction was mixed. We were flattered that would make the Miller Publishing by the faith in us by these companies magazines industry leaders.
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