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Going with Their Flow Digital Qual Yields In-Depth Understanding of Practicing Engineers Using tech to Clinical trials Improve POS ROI improve ethnography in China in Asia Going with their flow Digital qual yields in-depth understanding of practicing engineers 2017 Focus Group Facilities Directory December 2016 • Vol. XXX No. 12 www.quirks.com Quirk’s Marketing Research Review CONTENTS December 2016 • Vol. XXX No. 12 DEPARTMENTS 6 Click With Quirk's page 10 In Case You Missed It... 46 14 Survey Monitor page 20 Product and Service Update 42 50 Names of Note 52 Research Industry News page 61 Calendar of Events 30 62 Questions you should ask when selecting a focus page group facility 26 63 2017 Focus Group Facilities Directory page 121 Index of Advertisers 63 122 Before You Go… Quirk's Marketing Research Review 4662 Slater Road | Eagan, MN 55122 651-379-6200 | www.quirks.com Publisher • Steve Quirk Illustration by Jennifer Coppersmith Design by Jennifer Illustration [email protected] | x202 Editor • Joseph Rydholm case [email protected] | x204 ON THE COVER studydy Digital Content Editor • Emily Koenig 26 Going with their fl ow [email protected] | x210 Digital qualitative methods Circulation Manager • Ralene Miller yield in-depth understanding [email protected] | x201 of the needs of practicing Production Manager • James Quirk engineers [email protected] | x206 By Lesleigh Campanale and Carole Schmidt Directory Sales • Ilana Benusa [email protected] | x213 46 As simple as A-B-C V.P. Sales • Evan Tweed TECHNIQUES [email protected] | x205 3 steps to improve your POS ROI in 30 Closer than ever Asia Sales • Lance Streff [email protected] | x211 Improving ethnography through By Yeeli Lee the use of digital techniques By Amanda Ford ••• moving? make sure COLUMNS Quirk’s comes with you! 36 Into the wild 12 Trade Talk Send change of address information Conducting research in the to [email protected] Sargento finds the past is purchase environment sometimes worth revisiting By Kelly Heatly and Jill Matthews By Joseph Rydholm Download the Quirk’s iPad, iPhone or Android app to view this issue. 42 Testing, testing 22 Qualitatively Speaking Study looks at the future of clinical Focus groups are still relevant – An interactive downloadable PDF of this magazine is available at www. trials in China except when they’re not By Cliff Echols quirks.com/pdf/2016012_quirks.pdf. By Walter Blotkamp Follow us on Twitter @QuirksMR. 4 Quirk’s Marketing Research Review // December 2016 www.quirks.com ••• online, e-newsletter CLICK WITH and blog highlights ••• directories Looking for a supplier? // Noted Posts n addition to striving to be a top content provider in the marketing research Iindustry, Quirk’s also QuirksBlog.com boasts an impressive ar- ray of searchable online Digital revolution stimulates directories for a variety of change in shopper marketing research services. And with https://goo.gl/w8u9Jn the launch of Quirk’s new Web site, we have improved Is CVS throwing away a solid the search feature! brand differentiator? The online directories https://goo.gl/2mG6eQ include company categories such as: Big ideas, real-world solutions. Now in two locations! • online surveys; https://goo.gl/WnPp9r • panel companies; • focus group facilities; • marketing research software; ResearchIndustryVoices.com • mystery shopping firms; • and more! Weighting data: a look at misconceptions and design Using Quirk’s new online database, you can search by several parameters including https://goo.gl/Bw0cx8 metro area, state, company personnel and research and industry specialty. In September, we once again published our Researcher Sourcebook – a directory with Why brands should display more than 6,500 companies worldwide in over 265 research service and 125+ industry positive and negative and market categories. All directories can be found online at quirks.com/directories. consumer reviews Additionally, the Researcher Sourcebook is available as a part of the free Quirk’s magazine https://goo.gl/FokQhd app for your iPad, iPhone, Android and Kindle devices! Online marketing: The pressure to prove value https://goo.gl/I5Z93q // E-newsworthy ResearchCareersBlog.com Using eye-tracking to Inspire action and commitment understand price sensitivity through presentation www.quirks.com/articles/2016/20161025-3.aspx https://goo.gl/OaC8Sf 5 steps to establishing Measuring consumer motivation yourself as a leader with qualitative data https://goo.gl/lBpAB9 www.quirks.com/articles/2016/20161026-3.aspx What you can gain from a cross-mentoring group Clean labels offer growth opportunities in China https://goo.gl/hoAB6K www.quirks.com/articles/2016/20161026-1.aspx 6 Quirk’s Marketing Research Review // December 2016 www.quirks.com www.clearseasresearch.com TRUST IN RESEARCH Strategic, full-service market research solutions focused on measuring... • BRAND POSITION attitudes, awareness, usage, image • PRODUCT DEVELOPMENT concept testing, product needs identifi cation, nomenclature, pricing, marketing To know what we know, please contact us at 248-786-1683 or [email protected] BUSINESS-TO-BUSINESS & CONSUMER INDUSTRY EXPERTISE • BUILDING ENVELOPE • FOOD & BEVERAGE • ARCHITECTURE • GAMING • PLUMBING • MANUFACTURING • HVAC • PACKAGING • ENGINEERING • SECURITY • ROOFING • DISTRIBUTION/LOGISTICS CENTRAL LOCATION TESTING | EXECUTIVE INTERVIEWS | FOCUS GROUPS | SURVEYS | DATA SCRAPING *TCPA compliant MULTIMODAL DATA COLLECTION CAPABILITIES: IN-PERSON, INTERNET, MAIL, MOBILE, TELEPHONE* In Case You Missed It news and notes on marketing and research ••• health care research Some ACA users to go without coverage ••• travel research n a GfK survey, roughly one-third of consumers who purchased insurance on IAffordable Care Act (ACA) exchanges do not expect that their present insurer Travel-reward (33 percent) – or any other carrier (34 percent) – will offer insurance through their exchange in 2017. And 32 points not so percent do not think they will find options on the ex- rewarding change that meet their telephone survey conducted by needs. A Harris Poll, New York, on be- Among con- half of the American Institute of sumers who CPAs, shows that while over half of purchased on Americans (58 percent) surveyed say the exchanges, that using their credit or debit card to 13 percent said earn travel reward points makes finan- they would cial sense, few are taking advantage of choose to those perks to save on their hotel and go without airline costs. The survey found that in insurance their lifetime, 15 percent of Americans altogether if have paid for part or all of their trip their current with rewards points, compared to 14 coverage was not percent who say they have taken a offered. Among trip that has resulted in a credit card those who earn less balance that could not be paid off by than $25,000 a year, their next statement. A total of 12 this number jumps to an percent say they have opened a credit alarming 34 percent. card in order to obtain hotel or airline About four in 10 (43 percent) rewards, while 6 percent have selected exchange users say they would seek new a more expensive flight or hotel to options through the exchanges – with levels highest among 50-to-64-year-olds. earn travel rewards points and 6 per- Another one-third (35 percent) would go directly to an insurer or agent. cent have taken a trip just to maintain Most of those who do return to the ACA marketplace will not be worrying or upgrade a rewards level. However, about brand loyalty; two thirds (66 percent) say they would choose the best option only 7 percent of all Americans used to meet their needs, regardless of the insurance company. Only 12 percent would rewards points to pay for any part of make a point of staying with their their last vacation – with only 1 per- current carrier, while 20 percent say cent paying for their entire trip using they would explore coverage through a points. different insurer. quirks.com/articles/2016/20161201.aspx 10 Quirk’s Marketing Research Review // December 2016 www.quirks.com We deliver solutions for challenging problems. National Reach. Local Touch. Let Baltimore Research help simplify your next project. BALTIMORE RESEARCH www.BaltimoreResearch.com 410.583.9991 Nationwide Recruiting and Fielding I Virtual Facilities I Online Data Collection Trade Talk By Joseph Rydholm, Quirk’s Editor Sargento finds the past is sometimes worth revisiting hough we’re often told to leave the pany’s successful Balanced Breaks prod- Tpast behind, it’s sometimes very uct grew out of its earlier learning for profitable to revisit it, as several sessions the similar Cheese Medleys product. The I attended at The Market Research Event company had developed Cheese Medleys, in October made clear. I imagine the which mixed cheese, fruit and nuts in www.clarepix.com Pix Photography ©Clare Joe Rydholm can be reached theme was unintentional, coming as it one package, in 2004 in response to con- at [email protected] did across a wide spectrum of unrelated sumers’ growing interest in healthier, talks, but a presentation from research- more wholesome foods. Cheese Medleys ers at Sargento Foods stood out as an didn’t meet the needed hurdles, the reexamine ideas or concepts that were exemplar of the value of being able to ac- researchers said, so the product wasn’t once deemed non-starters. In the Q&A cess and explore previous research, not rolled out but the company kept its eye session afterwards, an audience member just to avoid repeat expenditures of time on the healthier-eating trend. asked how they were able to get leader- and money but also to learn from earlier In 2004, the language around nutri- ship behind them to take another shot efforts, to mine findings that may once tion was more about cutting out, about at the cheese/nuts/fruit concept. While have been viewed as just so much rubble the absence of certain things in food, acknowledging that there had been a but may contain valuable jewels.
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