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How Insight Teams Can Transform in 2019

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How Insight Teams Can Transform in 2019 For marketing research and insights professionals HAPPY NEW YEAR! LONDON HOW INSIGHT TEAMS FEBRUARY 12-13, 2019 CAN TRANSFORM IN 2019 PLUS Hybrid research informs The Wall Street Journal PREVIEW INSIDE! How to trip up the survey trolls Why top-box is not tops ADVERTISING SECTION Quirk’s Marketing Research Review January 2019 10 Top Millennial and Volume XXXIII Number 1 Gen Z Research Companies www.quirks.com WHAT SETS US APART? An unparalleled understanding of quality drivers World-class experts in panel, sample, and recruitment A collaborative and consultative approach Global and hybrid solutions at our fingertips Discover the full value of our quantitative advantage at SchlesingerGroup.com. Transformative research solutions for every phase of the path to purchase NEW! FPG Video Capture Powered by LivingLens Premier data collection solutions Online | Mobile | In-person 1.6 million opt-in panel 20 research locations nationwide focuspointeglobal.com [email protected] 888.873.6287 Quirk’s Marketing Research Review CONTENTS January 2019 • Vol. XXXIII No. 1 DEPARTMENTS 6 Click With Quirk's 8 In Case You Missed It... page For marketing research and insights professionals 89 12 Survey Monitor 16 Product and Service Update page 20 Outlook 2019 HAPPY NEW YEAR! LONDON HOW INSIGHT TEAMS FEBRUARY 12-13, 2019 56 78 10 Top Millennial/Gen Z CAN TRANSFORM IN 2019 Research Companies page PLUS Hybrid research informs The Wall Street Journal PREVIEW 82 Names of Note INSIDE! How to trip up the survey trolls 62 Why top-box is not tops 84 Research Industry News page 88 Calendar of Events 66 136 Index of Advertisers page 138 Before You Go… 74 Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 page 651-379-6200 | www.quirks.com ADVERTISING SECTION Quirk’s Marketing Research Review Publisher • Steve Quirk January 2019 78 10 Top Millennial and Volume XXXIII Number 1 [email protected] | x202 Gen Z Research Companies www.quirks.com Editor • Joseph Rydholm [email protected] | x204 Digital Content Editor • Emily Koenig ON THE COVER [email protected] | x210 News Editor • Sara Cady 56 Time to make a difference [email protected] | x212 How insight teams can Audience Development • Ralene Miller transform in 2019 [email protected] | x201 By James Wycherley 70 Worth the work Production Manager • James Quirk How to explore the four [email protected] | x206 components of customer eff ort Directory Sales • Ilana Benusa CASE STUDY By Tom Neveril [email protected] | x213 62 One goal, many methods V.P. Sales • Evan Tweed 74 We can do better Creating a customer-fi rst media [email protected] | x205 Why top-box is the top mistake experience at The Wall Street Sales • Lance Streff marketers and researchers make [email protected] | x211 Journal By Ken Faro and Elie Ohana By Maria Petersen European Sales • Stewart Tippler [email protected] | +44(0)7989-422937 COLUMNS ••• moving? make sure TECHNIQUES 10 Trade Talk Quirk’s comes with you! 66 Fight the good fi ght Readers weigh in on the year ahead Send change of address information to [email protected] How to fi nd and eliminate By Joseph Rydholm cheaters, liars and trolls from your 52 Data Use Download the Quirk’s iPad, iPhone surveys Decision trees are (usually) better or Android app to view this issue. By Joe Hopper than logistic regression An interactive downloadable PDF of By Tim Bock this magazine is available at www. quirks.com/pdf/201901_quirks.pdf. Follow us on Twitter @QuirksMR. 4 Quirk’s Marketing Research Review // January 2019 www.quirks.com JANUARY THROUGH DECEMBER 2019 a division of Burke, Inc. SEMINAR DATES, LOCATIONS & FEES RESEARCH METHODS DATA ANALYSIS RM01 - Practical Marketing Research $2,845 DA02 - Tools & Techniques of Data Analysis $2,845 Newark, NJ Jan 29-31 New Orleans Sept 10-12 Philadelphia Feb 26-28 Chicago Sept 17-19 Charlotte, NC Mar 25-27 San Jose Oct 21-23 Las Vegas June 4-6 Chicago May 14-16 Cincinnati Dec 4-6 New York July 15-17 DA03 - Practical Multivariate Analysis $2,995 RM03 - Designing Effective Questionnaires: $2,845 Cincinnati Mar 19-22 San Jose Sept 24-27 Chicago June 18-21 A Step by Step Workshop Charlotte, NC Feb 12-14 Chicago Aug 13-15 Philadelphia Apr 9-11 Cincinnati Nov 5-7 QUALITATIVE San Jose June 11-13 RESEARCH APPLICATIONS Q01 - Focus Group Moderator Training $3,345 Cincinnati Feb 26-Mar 1 Cincinnati Oct 1-4 Cincinnati Apr 30-May 3 Cincinnati Dec 10-13 Cincinnati July 30-Aug 2 RA01 - Applying Research & Insights $2,495 Customer, Brand, Product Q02 - Specialized Moderator Skills for $3,345 Charlotte, NC Mar 28-29 San Jose Oct 24-25 Qualitative Research Applications New York July 18-19 Cincinnati Mar 12-15 Cincinnati Oct 15-18 Cincinnati June 25-28 RA03 - Market Segmentation & Positioning $2,845 Research Q03 - Next Generation Qualitative Tools: $2,495 Philadelphia Apr 2-4 San Diego Oct 16-18 Social Media, Online Communities, Cincinnati July 9-11 Virtual Research Platforms Philadelphia May 7-8 Cincinnati Nov 13-14 COMMUNICATION C01 - Writing & Presenting Marketing $2,845 Research Reports: Insights, Storytelling, Please note all courses can be Data Visualization customized to create on-site Washington, DC Mar 19-21 Las Vegas Aug 20-22 Cincinnati June 4-6 Chicago Nov 13-15 programs for your organization. PLEASE CHECK OUR WEBSITE OR CONTACT US ABOUT THE FOLLOWING: Certificate Programs (Qual/Quant Certification) On-site customized seminars Pass Programs (with 3, 6 & 12 month options) Combination/team fee discounts Recommended seminar combinations: BurkeInstitute.com RM01 & RA01, Q01 & Q02, DA02 & DA03 800.543.8635 or 513.684.4999 © 2019 Burke, Incorporated. All rights reserved. ••• online, e-newsletter CLICK WITH and blog highlights // Noted Posts ••• get published Quirk's Blog Write for Quirk’s in 2019! Forming alliances to lead through disruption t Quirk’s we are https://bit.ly/2SN01bd Aalways looking for interesting, objective articles on all aspects of Millennials, CX and the fi nancial marketing research and services industry we welcome articles from https://bit.ly/2zcM80c outside sources. As our international audience continues to grow we are 3 tips for pitching innovative particularly interested in ideas hearing from research- https://bit.ly/2NHSpno ers in the EMEA and APAC regions. Between our magazine, which is distributed in print and Research Industry Voices digital forms, our twice- monthly e-newsletter, our Research Industry Voices blog and our Careers blog, we Moderators, check your bias at have a variety of outlets for authors. Our various outlets allow for everything from the door in-depth case studies to op-ed-style articles. https://bit.ly/2QCUHsN To submit an article for consideration, sent materials to Quirk’s Editor Joseph Rydholm at [email protected] or to Quirk’s Digital Content Editor Emily Koenig at Bringing together online and [email protected]. Submission guidelines and Quirk’s 2019 editorial calendar are offl ine location data available online at www.quirks.com/pages/write-for-quirks. https://bit.ly/2AVxqIK Researchers, are you paying attention to the U.S. Census? https://bit.ly/2E6WbF5 // E-newsworthy Research Careers Blog Strategies for inspiring action The advantages of an age- through research diverse workforce quirks.com/articles/2018/20181126-1.aspx https://bit.ly/2ANnUIw Making video insights count 5 tips for attracting great quirks.com/articles/2018/20181126-2.aspx candidates https://bit.ly/2G2sIhT Sample balancing: Tips for achieving a Surviving a week unplugged representative sample https://bit.ly/2RCUhzR quirks.com/articles/2018/20181225-2.aspx 6 Quirk’s Marketing Research Review // January 2019 www.quirks.com www.clearseasresearch.com B-TO-B INSIGHTS AND PANEL • BUILDING ENVELOPE • ARCHITECTURE • PLUMBING • HVAC • ENGINEERING • ROOFING • FOOD & BEVERAGE • GAMING • MANUFACTURING • PACKAGING • SECURITY • DISTRIBUTION/LOGISTICS TRUST IN RESEARCH Strategic, full-service market research solutions focused on measuring... • BRAND POSITION attitudes, awareness, usage, image • PRODUCT DEVELOPMENT concept testing, product needs identification, nomenclature, pricing, marketing • CUSTOMER EXPERIENCE (B-TO-B #CX) customer journey, B-to-B brand touchpoints, digital environment To know what we know, please contact us at 248-786-1683 or [email protected] CENTRAL LOCATION TESTING B-TO-B EVENTS | EXECUTIVE INTERVIEWS | FOCUS GROUPS | SURVEYS | AI ASSISTED OPEN-END CODING MULTIMODAL DATA COLLECTION CAPABILITIES: IN-PERSON, INTERNET, VIRTUAL REALITY, MAIL, MOBILE, TELEPHONE* In Case You Missed It news and notes on marketing and research ••• brand research Data breaches spur consumer actions enver-based identity security fi rm Ping Identity surveyed more than 3,000 Dpeople across the U.S., U.K., France and Germany to fi nd out what they expect ••• customer experience from brands when it comes to the safekeeping of personal information. Almost half (47 percent) have made changes Rating the rating to the way they secure their personal data as a result systems of recent breaches survey of over 3,000 U.S. consum- and over half (54 A ers by ReviewInc found that the percent) are more most popular system for rating the concerned with experience with a company or business protecting was the familiar fi ve-star rating sys- their personal tem. Respondents were given a choice information of three rating systems: the fi ve-star today than rating system; an emoji rating system they were of happy, OK and sad smiley faces; and a year ago. a Net Promoter Score system. Seventy- The emoji-based systems were eight percent second-most popular and Net Promoter of respon- system was the least popular. The 18-to- dents would 24-year-old demographic showed a lower stop engaging preference for the fi ve-star system than with a brand on- any other age group. At the same time, line and more than they showed the greatest preference for one-third (36 percent) Net Promoter Score.
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