Reduce new-product The value Improving your failure rates of verbal brainstorming

Building on your base Addressing the unique issues of line-extension advertising

ADVERTISING SECTION Experts in Health Care Research

August 2016 www.quirks.com

Quirk’s Marketing Research Review CONTENTS August 2016 • Vol. XXX No. 8 DEPARTMENTS

page 6 Click With Quirk's 38 10 In Case You Missed It...

14 Survey Monitor page 34 20 Product and Service Update 46 Experts in Health Care Research page 30 56 Names of Note 58 Research Industry News page 26 62 Calendar of Events 65 Index of Advertisers page 46 66 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 ON THE COVER [email protected] | x204 Digital Content Editor • Emily Koenig 26 Beyond the usual [email protected] | x210 How to address the unique Circulation Manager • Ralene Miller issues of line-extension [email protected] | x201 advertising Production Manager • James Quirk By Jeri Smith [email protected] | x206 Directory Sales • Ilana Benusa [email protected] | x213 TECHNIQUES V.P. Sales • Evan Tweed [email protected] | x205 30 Improving your odds 42 Beyond brand awareness Sales • Lance Streff Reducing the uncertainty of Mobile’s power to track purchase [email protected] | x211 product performance influence By Keith Brady By Emily Tomasiewicz ••• moving? make sure 34 Voice is the new data Quirk’s comes with you! A new model for concept COLUMNS Send change of address information evaluation to [email protected] 12 Trade Talk By Danica R. Allen Pew outlines 10 demographic Download the Quirk’s iPad, iPhone 38 The freedom to try trends shaping the U.S., world or Android app to view this issue. Make sure your brainstorming By Joseph Rydholm sessions generate, rather than 22 By the Numbers An interactive downloadable PDF of denigrate, ideas this magazine is available at www. Discrete choice modeling for quirks.com/pdf/201608_quirks.pdf. By Bob Klein product portfolio optimization By Jyanping Rung Follow us on Twitter @QuirksMR.

4 Quirk’s Marketing Research Review // August 2016 www.quirks.com

••• online, e-newsletter CLICK WITH and blog highlights

// Noted Posts ••• online tools Salary survey crosstabs available QuirksBlog.com ach year, Quirk’s has conducted a salary survey of client-side researchers so Who embodies the value of Ethat our readers can U.S. patriotism? get a snapshot of how the quirksblog.com/blog/2016/06/30/ compensation landscape is today and how it is chang- Big ideas, real-world solutions. ing. At press time, we are Now in two locations! working hard to process quirksblog.com/blog/2016/06/15/ the data from this year’s survey and the results Recent study fi nds changes in will be published within brand engagement the Corporate Researcher quirksblog.com/blog/2016/03/10/ Report in September! Here are a few tidbits about client-side respondents from this year’s report:

• 54 percent are satisfied or very satisfied with their current employment; ResearchIndustryVoices.com • 62 percent have a master’s degree or higher; and • 40 percent are unlikely or very unlikely to seek employment at a different Developing a chat bot-driven company this year. engagement strategy researchindustryvoices.com/2016/06/28/ Looking for more detailed information? We provide a breakdown of salary survey data that is available online, searchable by client- or provider-side job titles. Once you When “not sure” is a survey click on the job title you would like more information about, you’re taken to a breakdown option of salaries by age, gender, industry, region, the number of full-time MR staffers, annual researchindustryvoices.com/2016/06/20/ revenue/sales of organization and more! Visit http://bit.ly/1Lyxyyw 8 tips for successful sampling researchindustryvoices.com/2016/06/21/

ResearchCareersBlog.com // E-newsworthy The power of purpose-driven employees Getting to know the mobile researchcareersblog.com/2016/06/29/ shopper quirks.com/articles/2016/20160626-1.aspx Searching for success: Creating an experiment of 7 trends impacting the food excellence researchcareersblog.com/2016/06/16/ industry quirks.com/articles/2016/20160626-2.aspx Taking risks to fi nd learning opportunities The insights industry needs a new brand strategy researchcareersblog.com/2016/06/01/ quirks.com/articles/2016/20160625-1.aspx

6 Quirk’s Marketing Research Review // August 2016 www.quirks.com Hungry for more yet?

Concept Testing ‹ Product Testing ‹ Iterative Development Process ‹ Packaging Performance Testing Market & Customer Segmentation ‹ Competitive Brand Image Strategy ‹ Menu Optimization Ingredient Modification/ Degradation/Improvement ‹ Unit Remodel Evaluation Menu Labeling Compliance Auditing ‹ Price Elasticity & Optimization Test Market/National Launch ATU & BRS )URPLWVLQFHSWLRQ5HVWDXUDQW5HVHDUFK$VVRFLDWHVKDVEHHQIRFXVHGRQUHVHDUFK IRUWKHUHVWDXUDQWDQGKRVSLWDOLW\LQGXVWULHVLQFOXGLQJWKHIRRGVHUYLFHVXSSOLHU JURFHU\DQGKRPHPHDOUHSODFHPHQWVHFWRUV:LWKPRUHWKDQ\HDUVH[SHULHQFH DQGWKRXVDQGVRISURMHFWV55$¶VNQRZOHGJHLVXQPDWFKHG)RU\RXUQH[WSURMHFW FDOOWKHUHVHDUFKHUVZKROLYHDQGEUHDWKH\RXULQGXVWU\GD\LQDQGGD\RXW :H¶UH5HVWDXUDQW5HVHDUFK$VVRFLDWHVDQGIRRGLVRXURQO\ EXVLQHVV

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••• health care research Healthy interest in connected health devices n online survey by Ipsos, London, among adults aged 18 to 80 in the U.S., ••• restaurant research AU.K. and Japan shows that around half of those in the U.S. and U.K., together with a fifth in Japan, agree that they would use a connected health Take your phone device or tool as part of their treatment plan if it was recommended to them by a physician. However, a to dinner corresponding survey among 200 physi- study by RetailMeNot Inc., Austin, cians i´n each of ATexas, shows consumers are using these markets their digital devices to ease dining (a mix of GPs/ decisions, including searching for PCPs, endo- nearby locations and deals. The find- crinologists ings show that 32 percent of consumers and diabe- have used a deal they found online or tologists) on their mobile device at a restaurant shows in the past three months. Of the diners that surveyed, one in four has at least one only a restaurant-specific app on his or her minority smartphone. Among people who dine consider out eight to 10 times a week, 68 percent them- use a restaurant-specific app. selves The findings also show that con- knowledge- sumers rely on their mobile devices able enough for a variety of pre-meal research, to choose the including finding a restaurant loca- right connected tion (53 percent), browsing a menu (49 health device or percent) and researching new restau- tool for their patients rants (37 percent). Consumers aged (24 percent in the U.S., 12 25 to 34 are more likely to research percent in the U.K. and 11 percent new restaurants on their smartphone in Japan). than any other age group (60 percent). According to the research, the U.S. leads in connected health device Nearly two-thirds of diners use their adoption, with 21 percent of the U.S. general public now using some form of smartphones for a variety of tasks connected health device or tool to manage their health, followed by 11 percent while in a restaurant, including taking in the U.K. and 5 percent in Japan. a photo (32 percent), checking in on Additionally, 37 percent of the gener- social media (19 percent) and search- al public in the U.S., together with 26 ing for online deals (19 percent). Other percent in the U.K. and 13 percent in tasks include browsing reviews (17 Japan, believe that connected health percent) or nutritional information devices will form part of treatment (16 percent) and paying for a meal via quirks.com/articles/2016/20160801.aspx plans in the future. mobile (8 percent).

10 Quirk’s Marketing Research Review // August 2016 www.quirks.com

Trade Talk By Joseph Rydholm, Quirk’s Editor

Pew outlines 10 demographic trends shaping the U.S., world

arlier this year, in conjunction with every decade since 1970. the annual meeting of the Population America’s demographic changes are E www.clarepix.com Pix Photography ©Clare Association of America, Pew Research shifting the electorate – and American Joe Rydholm can be reached Center released an article by D’Vera Cohn politics. The 2016 electorate will be the at [email protected] and Andrea Caumont compiling some of most diverse in U.S. history due to strong its recent demography-related findings. growth among Hispanic eligible voters, As is so often the case with Pew-gathered particularly U.S.-born youth. tion’s economic majority. data, the findings point to repercussions Millennials, young adults born Christians are declining as a share for marketers and advertisers, govern- after 1980, are the new generation to of the U.S. population; the number of ment officials and marketing researchers. watch. They are the most racially diverse U.S. adults who do not identify with Americans are more racially and generation in American history: 43 per- any organized religion has grown. The ethnically diverse than in the past. cent of Millennial adults are non-white, religiously unaffiliated surged seven per- Further, the U.S. is projected to be even the highest share of any generation. centage points from 2007 to 2104, to make more diverse in the coming decades. In The role of women in the labor up 23 percent of U.S. adults last year. fact, Pew says, by 2055, the U.S. will not force and leadership positions has This trend has been driven in large part have a single racial or ethnic majority. grown dramatically. Mothers were the by Millennials, 35 percent of whom are Asia has replaced Latin America sole or primary breadwinner in a record religious “nones.” The unaffiliated are (including Mexico) as the biggest 40 percent of all households with chil- now the second-largest religious group in source of new immigrants to the U.S. dren in 2011. 48 percent of the world’s nations. In a reversal of one of the largest mass The American family is changing. The world’s religious makeup will migrations in modern history, net migra- After decades of declining marriage rates, look a lot different by 2050. Over the tion flows from Mexico to the U.S. turned the share of American adults who have next four decades, Christians will remain negative between 2009 and 2014, as more never been married is at an historic high. the largest religious group but Islam Mexicans went home than arrived in Two-parent households are on the decline will grow faster than any other major the U.S. Meanwhile, Asians are now the in the U.S., while divorce, remarriage and religion, mostly because Muslims are only major racial or ethnic group whose cohabitation are on the rise. The roles of younger and have more children than numbers are rising mainly because of mothers and fathers are converging, due any other religious group globally. By immigration. And while African immi- in part to the rise of breadwinner moms. 2050, the number of Muslims will nearly grants make up a small share of the U.S. Dads are doing more housework and child equal the number of Christians. immigrant population, their numbers are care, while moms are doing more paid The world is aging. Growth from also growing steadily – roughly doubling work outside the home. 1950 to 2010 was rapid – the global The share of Americans who live in population nearly tripled and the U.S. middle-class households is shrinking. population doubled. However, population The share of U.S. adults living in middle- growth from 2010 to 2050 is projected to income households fell to 50 percent in be significantly slower and is expected to 2015, after more than four decades in tilt strongly to the oldest age groups, both quirks.com/articles/2016/20160802.aspx which those households served as the na- globally and in the U.S.

12 Quirk’s Marketing Research Review // August 2016 www.quirks.com “The reports of my GHDWKDUHJUHDWO\ exaggerated.”

And we’re on top of it. &RPSOLDQW« with all TCPA & FCC cell phone rules. ,QWHOOLJHQW«projects handled by experienced researchers, not ‘project managers’. ,QGHSHQGHQW« not owned by a conglomerate or one of your competitors. 7UXVWHGfor over 40 years. 1HYHU2XWVRXUFHG«100% Stateside. ,+5 UHVHDUFKJURXS dĞůĞƉŚŽŶĞĂƚĂŽůůĞĐƚŝŽŶ‹ DŝdžĞĚͲDŽĚĞ‹ KŶůŝŶĞ ϴϬϬͲϮϱϰͲϬϬϳϲǁǁǁ͘/,ZͲƌĞƐĞĂƌĐŚ͘ĐŽŵ ••• a digest of survey fi ndings and new tools IN FOCUS for researchers // Survey Monitor

work might have been a nice way to kick back for a Gen Xer but for Millennials it’s a critical compo- nent of building their rep or brand at work and they take it seriously,” says Leslie Gaines-Ross, chief reputa- tion strategist at Weber Shandwick. “Our research shows that more than any other generation, Millennials believe that in addition to doing a good job, it’s important to connect with colleagues to build their careers and create lasting impressions.” Millennials also place a higher value on building and maintaining a positive digital presence as a reputa- tion booster at work compared to the other generations. Seven in 10 U.S. adult workers who report to be social media users say that their work repu- tation is more important than their social media reputation. However, one ••• employment research in five Millennials (21 percent) – more than any other generation – believe Building my brand both their work and social media repu- tations are equally important. Millennials see socializing as key workplace practice “In today’s digital world, it’s nearly impossible to keep your work esearch released by communica- Xers and 26 percent of Baby Boomers. and personal lives completely sepa- Rtions firm Weber Shandwick and Surprisingly, although Millennials rate. Millennials give greater weight the Institute for Public Relations have grown up in this digital revolu- than other generations to their digital (IPR) found distinct differences in tion, they place even greater value on and in-person reputations, which what Millennials think makes or their in-person interactions at work shows the influence of having grown breaks their reputations at work and after hours than their older, less up digital,” Gaines-Ross says. compared to older generations, espe- digitally-bred colleagues. When it comes to behavior that cially when it comes to networking While job performance and can harm one’s reputation at work, and socializing on the job. The survey punctuality top the list of reputa- Millennials are less aware than their reveals Millennials’ hyper-focus tion-builders at work for all the older cohorts how hearsay and feed- on their reputations at work – 47 generations surveyed, networking ing the grapevine can damage their percent of Millennials report that and socializing during off hours are reputations. Millennials are less likely they think about it all or most of the more important to Millennials than to see the danger in saying negative time compared to 37 percent of Gen any other generation. Thirty-four things about coworkers than Gen Xers percent of Millennials see meeting and Boomers (64 percent vs. 74 per- with colleagues outside the office as cent vs. 79 percent, respectively) and a positive driver of their work repu- engaging in gossip about colleagues (64 tation, compared to 14 percent of percent vs. 72 percent vs. 74 percent, Gen Xers and 15 percent of Boomers. respectively). Millennials are also quirks.com/articles/2016/20160803.aspx “Hanging out with colleagues after more likely to believe that not social-

14 Quirk’s Marketing Research Review // August 2016 www.quirks.com

IN FOCUS // Survey Monitor izing with colleagues outside of work ing in the peer-to-peer economy in years and are more likely than the can hurt their reputations (20 percent 2015 (46 percent), up 144 percent average American to report this by 52 compared to 7 percent for Boomers). from 19 percent as reported by percent and 37 percent, respectively. “Millennials place a greater val- PricewaterhouseCoopers in December Many ridesharing drivers (31 per- ue on the importance of in-person 2014. Specifically, approximately one cent) and short-term rental hosts (24 interactions and relationship-build- in four report engaging short-term percent) plan on becoming providers ing than Gen Xers and Boomers,” rental platforms (23 percent), up on the accommodations/rideshar- says Sarab Kochhar, director of 277 percent from 6 percent, and 28 ing platform in the next two years research at the Institute for Public percent report engaging ride-sharing and are more likely than the average Relations. “Overall, our research platforms (28 percent), up 249 per- American to report this by 182 per- demonstrates how levelheaded cent from 8 percent. cent and 101 percent, respectively. Millennials are about building their “The rapid growth of sharing Whether booking a stay on reputations at work based on good economy platforms is a testament HomeAway, Airbnb and Flipkey, rid- job performance, being on time and to the unique power of the Internet ing with Uber, Lyft and Sidecar or in- being polite and courteous.” and innovation to better the lives of teracting with the plethora of other Weber Shandwick and IPR part- individuals and grow our economy,” peer-to-peer options, Americans are nered with KRC Research to con- says Internet Association President deriving value by interacting with duct Millennials@Work: Perspectives on and CEO Michael Beckerman. multiple peer-to-peer platforms. Reputation to find out what the three Moreover, “Unlike other emerg- Nearly nine out of 10 previous generations currently in the workforce – ing technologies, growth in the ridesharing passengers and short- Millennials (ages 18 to 34), Gen X ers (35- peer-to-peer sector is spread across term rental guests rate peer-to-peer 50) and Boomers and beyond (51+) – think demographics,” says Travel Tech services as valuable or extremely about their reputations at work. Six hun- President Steve Shur. “For instance, valuable (both 89 percent). dred employed U.S. adults were interviewed short-term renting isn’t just for Of more than 1,000 respondents, through an online survey for the study. Millennials. We found usage to be no previous guest rated the impact of distributed evenly across ages.” short-term rental as negative. The millions who utilize these Becoming a guest reverses platforms are members of a broader opinions on short-term rental: 26 culture shift where users look to the percent of non-users would be less sharing economy to move around inclined to visit a city if short-term town, find a place to stay when rentals were banned, a number that traveling, do household work and increases by a 127 percent to 59 per- have food delivered at the press of a cent for previous guests. button. Findings revealed interaction Nine out of 10 previous rideshar- with one app dramatically increases ing passengers and short-term rent- user inclination to engage others. al guests plan to use these platforms Ridesharing passengers (38 again soon: respectively, 91 percent percent) and drivers (44 percent) as and 88 percent anticipate they or a ••• economic research well as short-term rental guests (47 family member will engage in the percent) are respectively 65 percent, next two years. Going my way? 91 percent and 68 percent more likely As more and more Americans than the average American to par- engage with, find value in and ulti- Sharing-economy picks up ticipate in the other ecosystem. Fifty mately return to these peer-to-peer steam percent of ridesharing passengers platforms, local, state and federal and 57 percent of short-term rental policymakers will need to come to eer-to-peer or sharing-economy guests find the service for accom- grips with this dynamic industry Pplatforms are growing in popu- modations/ridesharing valuable or and what it means for travelers and larity with American travelers and extremely valuable and are more communities large and small, urban consumers, according to findings likely to do so by 34 percent and 59 and rural. from a nationwide survey com- percent, respectively. The Travel Tech/Internet Association missioned jointly by the Travel Most ridesharing passengers (73 survey was conducted online from Technology Association and the percent) and short-term rental guests November 23 to 24, 2015 by SurveyMonkey Internet Association. Approximately (62 percent) plan to utilize services among a national sample of 1,017 adults one in two Americans report engag- in the other category in the next two aged 18 and over. Data for this survey have

16 Quirk’s Marketing Research Review // August 2016 www.quirks.com Survey Monitor // IN FOCUS been weighted for age, gender, household they recall being personally bullied (43 other generation to agree with this income, region and device type using U.S. percent) or know of someone else it hap- sentiment (46 percent vs. 34 percent Census Bureau data to reflect the demo- pened to (40 percent) while in school. Gen Xers, 29 percent Baby Boomers, graphic composition of the United States. But it appears some adults may not want and 28 percent Matures). The margin of error is +/-3 percentage to fess up to their own wrongdoings According to those who have points with a confidence rate of 95 percent. as just 10 percent admit they bullied experience, the most common reasons someone else while in school. Those who for bullying are physical appearance were bullied themselves are three times (62 percent) and social awkward- as likely as those who weren’t to say ness (54 percent). Other top reasons they bullied someone else (16 percent vs. include: race/ethnicity (34 percent); 5 percent, respectively). unusual qualities (32 percent); high These are some of the results of The level of intelligence (27 percent); Harris Poll of 2,219 U.S. adults surveyed behavioral or emotional disorder (27 online between February 17 and 22, 2016. percent); physical disability or illness About one in five adults (21 per- (25 percent); socioeconomic standing cent) who were bullied or witnessed (25 percent); sexual orientation (23 it say they experienced cyberbullying. percent); intellectual disability or cog- Moreover, nearly nine in 10 (86 percent) nitive impairment (21 percent); sexual adults agree technology has made it history/reputation (18 percent); not easier to bully someone. Unsurprisingly, conforming to gender stereotypes (18 Millennials are much more likely to percent); gender identity (14 percent); have experienced cyberbullying than and alcohol/drug use history/reputa- any other generation (39 percent vs. tion (8 percent). ••• social research 14 percent Gen Xers, 10 percent Baby Most shockingly, while nearly half Boomers and 8 percent Matures). of adults (46 percent) say they person- Differences over This number jumps to an astounding ally witnessed bullying while they 60 percent when looking at younger were in school, just one-quarter (26 our differences Millennials ages 18-24. Women, more so percent) say they helped someone who than men, agree technology is making it was being bullied. Bullying takes many forms easier to bully someone (88 percent vs. 84 Six in 10 adults (61 percent) agree percent, respectively). overprotecting school age children hile its pertinence shifts from Among those who experienced bully- from bullying could be bad for their Wtime to time, bullying never ing, nearly all (98 percent) encountered ability to stand up for themselves. seems to fade from the media entirely face-to-face bullying – either verbal However, most still think something and maybe for good reason since most (88 percent) or physical (68 percent). needs to be done as only 26 percent Americans believe the problem isn’t Women are more likely than men to believe a good strategy for handling going away. Six in 10 adults (60 per- have verbal experiences (92 percent vs. bullying is to ignore it. cent) agree bullying in schools today 83 percent, respectively), while men are Men, more so than women, are is more common than when they were more likely to have physical ones (78 fans of the “tough love” approach in school, with women more likely percent vs. 58 percent women). to addressing bullying: 65 percent than men to feel this way (65 percent With verbal bullying the most preva- of men agree overprotecting school vs. 53 percent, respectively). lent form, it comes as little surprise that age children from bullying could be Nearly three in four adults (73 many believe this is still on the rise. bad for their ability to stand up for percent) say they have some experi- Two-thirds (66 percent) of all adults themselves, compared to 57 percent ence with bullying in school (grades agree children today are more likely to of women; nearly three in 10 men K-12) – whether they were the victim, bully each other verbally/emotionally (29 percent) say ignoring bullying the instigator or are simply aware than when they were in school. is a good strategy, compared to only of someone else’s ill-treatment. However, this hardly means that about one in 4 women (24 percent). Millennials and Gen Xers are more physical bullying is going away any Interestingly, nearly half of adults (47 likely than older generations to have time soon. Just 35 percent of all adults percent) say they would rather find experience with bullying (84 percent agree children are less likely to bully out their child is being bullied than and 81 percent vs. 66 percent Baby each other physically today than when that they are a bully. Boomers and 47 percent Matures). they were in school. Interestingly, This Harris Poll was conducted online, Around four in 10 adults each say Millennials are more likely than any in English, within the United States between www.quirks.com August 2016 // Quirk’s Marketing Research Review 17 IN FOCUS // Survey Monitor

February 17 and 22, 2016 among 2,219 percent of Millennials and 38 percent who agreed to participate in this survey and adults. Figures for age, sex, race/ethnicity, of Generation Z. Similarly, the high- has quotas based on age and sex for each education, region and household income est percentages of Baby Boomers and country. It is weighted to be representative were weighted where necessary to bring Silent Generation respondents say of Internet consumers by country. Because them into line with their actual proportions they eat most of their dinner meals at the sample is based on those who agreed in the population. Propensity score weight- home while doing something else, like to participate, no estimates of theoretical ing was also used to adjust for respondents’ reading or watching TV, at 30 percent sampling error can be calculated. However, a propensity to be online. Respondents for and 29 percent respectively. probability sample of equivalent size would this survey were selected from among those Nearly six-in-10 Millennials (58 have a margin of error of ±0.6 percent at who have agreed to participate in Harris percent) say they eat out at least once the global level. This Nielsen survey is based Poll surveys. The data have been weighted a week, twice the percentage of Baby only on the behavior of respondents with to reflect the composition of the adult Boomers (29 percent). And 30 percent online access. Internet penetration rates population. Because the sample is based of Millennials say they eat out three vary by country. Nielsen uses a minimum on those who agreed to participate in our or more times per week. Generation Z reporting standard of 60 percent Internet panel, no estimates of theoretical sampling and Millennial respondents also show penetration or an online population of 10 error can be calculated. a preference for convenience when million for survey inclusion. eating away from home, as 52 percent in each group say they eat at quick- service restaurants and 28 percent say they eat at street food vendors frequently. Conversely, 61 percent of Baby Boomer and Silent Generation respondents indicate a preference for full-service restaurants. Other findings from the Global Generational Lifestyles report include: The majority of older respondents turn to TV to get the news but the medium still holds sway for nearly half of Millennial (48 percent) and Generation Z (45 percent) respondents. ••• lifestyle research Reading was selected as a top ••• health care research spare-time activity among Generation Millennials Z – higher even than playing video Skip the fads games or reviewing social media. aren’t the only Millennials are roughly two times Consumers prefer more likely than Generation X to leave distracted ones their current job after two years. well-rounded diets over More than half of Generation weight-loss gimmicks Study compares Z and Millennial respondents (52 generational habits percent and 54 percent, respectively) ata from Chicago research firm want to live in a big city or urban DMintel shows that rather than illennials are often perceived to neighborhood. jumping on the latest fad bandwagon, Mbe constantly connected to their Approximately half of younger many Americans are adopting a sen- electronic devices but it turns out that respondents say they save money each sible attitude towards dieting, as 91 older respondents are more distracted month but they aren’t confident in percent of U.S. consumers believe it is by their devices than their younger their financial futures. better to eat a well-rounded diet than counterparts during mealtime, ac- The Nielsen Global Survey of use diet products. cording to findings from the Nielsen Generational Attitudes was conducted Feb. Indeed, Mintel research reveals Global Generational Lifestyles survey. 23-March 13, 2015, and polled more than concern over the healthiness of diet Fifty-two percent of Baby Boomers 30,000 online consumers in 60 countries foods and drinks, as well as diets in and 42 percent of Silent Generation throughout Asia-Pacific, Europe, Latin general, is high, with almost eight respondents say their mealtimes are America, the Middle East/Africa and North in 10 (77 percent) U.S. consumers not technology-free, compared with 40 America. The sample includes Internet users agreeing that diet products are not

18 Quirk’s Marketing Research Review // August 2016 www.quirks.com Survey Monitor // IN FOCUS

as healthy as they claim to be, and food or a vegetarian and vegan diet dieting to lose weight want to shed a three in five (61 percent) consum- (19 percent), a high protein diet (18 substantial amount. Women aged 55 ers believe that most diets are not percent), a nutrition based diet (17 or older have the biggest weight-loss actually healthy. Meanwhile, nearly percent) and utilizing a diet applica- goals, making up the largest segment three-fourths (72 percent) of adults tion on a mobile device (17 percent). of American dieters hoping to lose agree that dieting is worth the effort “Calorie restricting is a tradi- 20 or more pounds. What’s more, to achieve their ideal weight, yet just tional method for losing weight and Mintel research indicates that older under seven in 10 (67 percent) con- something consumers turn to without dieters are much less likely than sumers acknowledge it is difficult to additional costs or resources. When their younger counterparts to seek stick with a diet long-term. consumers simply choose to reduce out diet information. Consumers age “Consumers are somewhat skepti- their calorie intake they are likely 55 or older who manage their weight cal about diet products and instead forgoing the use of diet-specific prod- with diet are nearly half as likely of purchasing traditional diet-spe- ucts and services. Alternatively, they as 18-24 year olds to consult friends cific products they are turning to a may have learned calorie restriction or family for diet information (28 well-balanced diet and products that while on a diet program and while no percent vs 44 percent). support it. The diet industry faces longer active, could still use a similar “This mature segment likely relies downward pressure as U.S. adults approach on their own,” says Gilbert. on their past experience with diets remain skeptical of the ingredients Overall, half (55 percent) of to inform their current choices, in diet-specific products, their effec- U.S. consumers are currently try- but could benefit from an updated tiveness in managing weight and the ing to lose, maintain or gain weight understanding of the specific types fact that in reality a magic weight- through diet. Women aged 18-34 (44 of diets that work best for their life loss pill likely doesn’t exist,” says percent) are most likely to be trying stage. Our research shows that older Marissa Gilbert, health and wellness to lose weight by dieting compared to adults have the biggest weight-loss analyst at Mintel. an average of one-third (32 percent) goals, so despite being a good tar- While consumers accept the need of Americans. Men, largely those 55 get for diet-focused products and to diet, for the majority of Americans, or older (42 percent), are most likely services, they are less likely to be temptation can prove too much, as 80 to say they have never dieted for seeking diet information. Within this percent of U.S. consumers acknowl- weight management compared to an older segment, men are least engaged edge that they try to eat healthily average of one quarter (26 percent) of in weight management, making male but some indulgent foods are just too all Americans. non-users most difficult to reach tempting. But proving a little bit of It seems the nation’s dieters are while presenting an area of great op- what you crave does you good – some setting lofty goals, as those currently portunity,” says Gilbert. 84 percent of Americans believe it is important to treat themselves to their favorite foods. “Most Americans don’t want to feel deprived while dieting, and despite good intentions, indul- gent choices are tempting. However, many believe dieting is worth the effort in order to achieve their ideal weight,” says Gilbert. When asked about the methods and tools used for dieting – more than any other – dieters (past and present) are turning to calorie restriction to manage their weight. Indeed, half (50 percent) of U.S. consumers who have managed their weight by diet have counted the calories making it the number one dieting method. The second most popular dieting method is the use of meal replacement shakes and bars (24 percent), followed by raw www.quirks.com August 2016 // Quirk’s Marketing Research Review 19 ••• shopper insights background colors as icons. It is also possible IN FOCUS to link data to shapes. OfficeReports is pro- Cross Marketing vided as a download, adding a “Link” menu Product and to PowerPoint and an “Analytics” menu to Inc. adds virtual Excel. The presentations and workbooks Service Update produced using OfficeReports can be shared reality services with any other Microsoft Office user. www.officereports.com Allows 360-degree virtual store viewing ••• advertising research ••• panel research ross Marketing Inc., a subsidiary of CTokyo-based Cross Marketing Group, GeoPoll, Kantar, Pureprofi le has launched Virtual Insight 360° View, a virtual reality research service in collabora- Cuende debut OOH creates panel in tion with visual communication company amana.inc. The service builds a panoramic data product partnership with virtual store space made from images and videos of an actual store space and provides Effectiveness of OOH ads AA Smartfuel a virtual merchandise evaluation survey across Africa environment where clients can observe Fuel discounts for online research participants walking around a enver-based mobile survey platform participants virtual store space, looking at products and DGeoPoll, Kantar Media, London, and making choices. Amana’s computer graph- Spain-based out-of-home (OOH) research ustralia-based data and insights ics and image-composing technologies en- firm Cuende have launched Pan-African Aprovider Pureprofile has launched able 360-degree viewing, allowing research OOH, a data product that regularly mea- a New Zealand research panel in participants to see up and down and left sures consumption of OOH mediums across partnership with fuel rewards pro- and right. The service allows clients to run Africa. Through a combination of Cuende´s gram AA Smartfuel. The Pureprofile research worldwide without geographical satellite imagery and GeoPoll’s mobile New Zealand panel is built from AA limitations. There is no limit to variables survey data, Pan-African OOH measures Smartfuel’s 2.1 million cardholders such as shelf layouts, package design or traffic patterns and reach of billboards, and gives cardholders accelerated fuel design of research environments. urban furniture and other OOH media, discounts for participating in online global.cross-m.co.jp allowing brands, agencies and media own- surveys. Members sign up by invite, re- ers to gauge the reach and effectiveness ferral or the Pureprofile homepage and of their OOH advertisements. The first set build their profiles by answering ques- ••• data analysis of Pan-African OOH data will be available tions about their attributes, purchases at the beginning of Q3 2016 for Kenya and and preferences. Pureprofile uses the Offi ceReports offers will expand to Nigeria, Tanzania, Uganda, profile data to match them to mar- Ghana, Mozambique, Cameroon, Zambia, ket research campaigns, insights and new functionality Zimbabwe, Ethiopia, Angola, Ivory Coast, content. AA Smartfuel cardholders and DRC, Malawi and Rwanda. AA members earn bonus AA Smartfuel Links data from Excel to www.kantarmedia.com/us discounts which can be redeemed at BP PowerPoint or Caltex stations nationwide. www.pureprofile.com/us fficeReports, a reporting tool within ••• mobile research Othe Microsoft Office suite by Danish software provider OfficeReports ApS, has Kantar Health app released a new version, adding function- ality to link data from Excel ranges to mixes qual, quant PowerPoint tables, charts and shapes. By linking the background colors from Excel, Mobile survey links patient OfficeReports introduces conditional experiences with outcomes formatting for native PowerPoint tables and charts. Specific texts in Excel can be ealth care consulting and research quirks.com/articles/2016/20160804.aspx linked as logos in PowerPoint and specific Hfirm Kantar Health, New York, has 20 Quirk’s Marketing Research Review // August 2016 www.quirks.com launched a new mobile survey applica- Cloud, an always-on socialized intelligence Eyeota’s technology enhances the voting tion that collects qualitative and quanti- platform that facilitates the curation patterns of users with digital cookies for tative insights from patients, allowing re- of insights from multiple sources. The online ad serving, enabling political adver- searchers to see the associations between Insight Cloud is designed to enable clients tisers to target potential voters online. patients’ daily disease-related experiences to make quicker decisions and get initia- www.eyeota.com and their health-related outcomes. The tives into market faster; view knowledge pilot research was conducted among pa- within the lens of business questions; n Newton, Mass., research software tients with rheumatoid arthritis who par- build a learning culture and connect ex- firm MarketSight has been working with ticipated in a seven-day pain diary study. perts to think better together; understand Google Consumer Surveys as an API devel- The patients downloaded the mobile what has been learned in other parts of opment partner and has released the lat- survey app, which collected quantitative the company and avoid repeat projects; est version of its Web-based data analysis data such as comorbidities and treatment, and save time and resources with quick and reporting solution, integrated with and asked them to rate the presence and access to the most important intelligence. the Google Consumer Surveys platform. severity of 15 pain dimensions and pain www.ipsos.com Users can connect their MarketSight and intensity. The app also allowed patients to Google Consumer Surveys accounts and upload pictures and videos that captured n Visual analytics company Sticky, New view and analyze the data from their their pain experience along with captions York, has expanded to include Researcher, completed surveys using the MarketSight for their uploaded materials. a new platform for industry professionals platform. Current Google Consumer www.kantarhealth.com and digital agencies. Following Sticky’s Surveys users can use MarketSight’s Insight and Audit launch, the company’s solution for creating crosstabs, perform- new product is designed to let researchers ing statistical tests, creating charts and ••• Briefl y access engagement insights across Web dashboards and sharing results online. n Virtual Incentives, a Fishkill, N.Y., sites, e-mail, digital imagery, print and www.marketsight.com incentive solutions provider, released video from a combination of eye-tracking, its new Virtual Incentives MasterCard. facial coding and emotion-based metrics. n Boston-based social media analysis soft- Designed for consumer promotions, The platform integrates research tools ware firm Crimson Hexagon has launched sweepstakes and loyalty programs, the such as Confirmit, Qualtrics, Sawtooth, HelioSight, a social intelligence search and card helps create consumer connections Survey Gizmo, Fluid and others. As a re- discovery product for brands and agencies through relevant messaging, offers and sult, users can create, track and optimize that delivers insights through social media branding. The recipient receives a person- experiments – against Sticky’s panel or data analysis. Currently, HelioSight allows al reward notification by e-mail, registers their own – in a streamlined interface. users to search Twitter’s full repository of his or her Virtual MasterCard account sticky.ad posts from the last 30 days and analyzes and can immediately shop online. The social conversations to show consumer Virtual Incentives MasterCard card can be n San Francisco-based consumer research feedback and insights, including demo- ordered through Virtual Incentives’ API to company Survata has launched Segment graphics, affinities, emotions and more on connect to existing platforms and systems. Surveys, a new way for marketers and any brand, product or topic. virtualincentives.com researchers to study niche audiences. www.crimsonhexagon.com Segment Surveys allows companies to n Enterprise feedback management firm target their research to second-party and n Nielsen Consumer Neuroscience, New Questback, London, has launched Orbit third-party data segments for specific re- York, has launched Video Ad Explorer, an and Portals to help organizations to better spondent targeting. Krux, a San Francisco- advertising research solution that inte- listen to key audiences such as employ- based audience data provider, is a partner grates a suite of neuroscience technologies. ees, customers and the market. Linked enabling Survata to access second-party With the solution, brands can access in- modules within Questback’s Enterprise segments. Segment Surveys is currently in sights by evaluating creative with measures Feedback Suite, Orbit and Portals help im- beta. Clients can join the interest list and from electroencephalography, core bio- prove insight and allow organizations to be among the first to use Segment Surveys metrics (which includes skin conductance collect, connect and act on feedback from in their research efforts. response and heart rate), facial coding, their people. Orbit allows organizations www.survata.com eye-tracking and self-report. The integrated to reach audiences faster by mapping use of these tools improves the ability of ad hierarchies. Using data from existing busi- n In New York, audience data firm Eyeota creative to drive in-market success. ness software such as ERP, CRM or HCM and digital marketing agency Stirista have www.nielsen.com systems, it provides the ability to target formed a partnership to launch Stirista the right people within the organization, Political, allowing advertisers to gain ac- n 42 market research, a research firm for customer base or research sample. Portals cess to voter audience data to target unique the health care industry based in Dubai, allows users to launch feedback communi- segments of potential voters online. United Arab Emirates, has launched a ties without having to rely on traditional Stirista has taken public voter registration new health care panel for pharmaceutical invitations such as e-mail. data from counties in the United States research in Luxembourg, with potential www.questback.com/uk to compile a database of registered voters panelists consisting of physicians, den- with party affiliation, age, likelihood tists, pharmacists and opticians. n Ipsos, Paris, has developed the Insight to vote and other key targeting options. www.42mr.com/en www.quirks.com August 2016 // Quirk’s Marketing Research Review 21 // by the numbers Discrete choice modeling for product portfolio optimization | By Jyanping Rung

snapshot roduct line management is a core of 28-ounce, 40-ounce and multi-pack 4-ounce An exploration component of marketing management. 10-counts outperform the current portfolio PProduct manufacturers and service providers of 28-ounce, 40-ounce and 60-ounce. The of a brand’s need to plan their product portfolios properly 28-ounce pack alone reaches the most buyers pack portfolio to engage more of their customers and mini- while 28-ounce and 40-ounce forms the stron- mize product cannibalization in competitive gest two-product portfolio. The optimizations and pricing settings. Sales data is often used for this can go beyond three products. opportunities. end. However, when a new product concept To better understand the portfolio or product line extension is under consid- simul ation results, we investigated product eration, survey approaches such as total substitutability structure and generated the unduplicated reach and frequency (TURF) 1 2 product substitutability indices from discrete usually fill in. TURF can handle a long list of choice modeling results. As shown in Table 1, product items for retail product assortment each index (ranged from 0-100) is the percent or for a manufacturer’s retail communica- of buyers who favor the product in the col- tions but it does not capture product trade- umn also favor the product in the row. For ex- offs for a deeper understanding of why. ample, 76 percent of buyers who favor Brand In a food-category study, we adopted A 16-ounce also favor Brand A 28-ounce, which discrete choice modeling and simulations for means we may need only one of these two portfolio optimization with an understand- packs. Brand A 28-ounce, Brand A 40-ounce ing of product trade-off and substitutability and Brand A 6-ounce 10-count packs are the structure, along with pricing. We aimed to least substitutable to each other and there- explore pack portfolio and pricing opportuni- fore attract the most unique needs among ties for Brand A. In the market there were the three pack portfolios. Brand A 16-ounce is five major brands. Seven packs of Brand A substitutable with Brand A 28-ounce. Brand A were included in the study. Our objective 60-ounce is highly substitutable with Brand is to identify optimal portfolios with three A 40-ounce. Brand A 6-ounce pack is highly packs of Brand A in comparison to the cur- substitutable with Brand A 16-ounce and rent portfolio. The discrete choice modeling 28-ounce multi-packs; 6-ounce 10-counts and and simulation results show (in Figure 1) that 4-ounce 10-counts are also substitutable. both the portfolio of 28-ounce, 40-ounce and From the indices table including all the multi-pack 6-ounce 10-counts and portfolio products, we mapped the products in the competition market landscape (Figure 2). Four distinct product groups are observed by quirks.com/articles/2016/20160805.aspx substitutability: 28-ounce packs, value packs, Brand A packs and Brand B packs. Brand A

22 Quirk’s Marketing Research Review // August 2016 www.quirks.com           %    %  %    %       "  #     "  # $  %    $  %     &&    %   %       %   %    ''              

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LET C&C MANAGE 28-ounce primarily competes with Brand A buyers, 28-ounce buyers are Brand B 28-ounce, Brand C sub-28- most price-driven, so the manufac- YOUR NEXT MARKET ounce and Brand A 16-ounce. Brand turer may further leverage price/ RESEARCH PROJECT A 40-ounce primarily competes with promotions primarily through Brand TODAY! Brand A products, Brand B 40-ounce A 28-ounce, while maintaining its and Brand C 60-ounce. Brand A is premium position. More simulations positioned separately from store are needed to test what-if pricing sce- www.ccmarketresearch.com brands/value offers. Brand A multi- narios and to pinpoint the optimal packs capture some unique needs at price or promotion opportunities 1115 South Waldron the lower-right corner. To form general guidelines for Used for a long while Suite 207 pricing strategy with the optimal Conjoint and discrete choice model- Fort Smith, AR 72903 portfolio, we measured and ranked ing evaluate customers’ product and price sensitivity from high to low by service preferences and have been product buyers as in Table 2 ( +++++ used for a long while for customer [email protected] = highest price sensitivity; +++ = segmentation, product and service moderate price sensitivity; + = lowest development, price/promotion oppor- price sensitivity). Store-brand and tunities and portfolio optimization. Brand C buyers are most price-driven, Illustrated here is an example for 1-877-530-9688 followed by Brand D buyers. Brand an extended application of discrete A multipack 6-ounce 10-count buyers choice modeling for market structure are least price-driven, given the only understanding based on product and multi-pack option available. Among service substitutability.

24 Quirk’s Marketing Research Review // August 2016 www.quirks.com Jyanping Rung is a principal/VP of advanced analytics at Chicago-based research firm IRI. He can be reached at [email protected].

REFERENCES 1Cohen, E. “TURF analysis.” Quirk’s Marketing Research Review, June 1993. 2Thomas J. Adler, Colin Smith and Jeffrey Dumont. “Optimizing product portfolios using discrete choice modeling and TURF.” Proceedings from the Inaugural International Choice Modelling Conference 2010, pp. 485- 497.

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www.quirks.com August 2016 // Quirk’s Marketing Research Review 25 ••• new product/innovation research Beyond the usual How to address the unique issues of line-extension advertising

| By Jeri Smith

More than half of all new products introduced each year are line exten- snapshot sions. With an overall success rate of well under 25 percent for new products, it’s not surprising that so many advertisers rely on a familiar Jeri Smith offers strategies and Mbase brand name and equity to launch a new concept. Line-extension considerations for developing and launches certainly have significant hurdles to overcome, many of which involve how the line extension is positioned vis-à-vis the base brand. The researching line-extension advertising. creative approaches utilized in launch-period advertising play a critical role in the ultimate success of the new product. Perhaps of even greater importance, the advertising for the line extension has the potential to produce significant confusion about the base brand and can contribute to dilution of core brand values. Conversely, when well-executed, line- extension advertising can propel the new product to success and also provide valuable halo benefits on the base brand. The brand insights team is often integrally involved in the develop- ment of the line extension and in providing research along the way to optimize the product and the positioning concept. Research can also play a critical role in ensuring that the advertising campaign that is used to launch the line extension positions the new product optimally for success. Based on the unique communication issues of line extensions, simply ap- plying a typical copy-testing protocol is not enough. For line-extension advertising, success criteria are broader than the usual set of considerations. Not only is the outcome of the new product launch at play but the extent to which the new entry helps or hurts the parent brand is also of vital importance. By establishing a research con- struct that takes into consideration the special challenges and opportu- nities of the line-extension launch, the insights team can play an even more central and pivotal role in its success. quirks.com/articles/2016/20160806.aspx

26 Quirk’s Marketing Research Review // August 2016 www.quirks.com in-market communications outcome for any given consumer is likely to be one of the fol- lowing (Figure 1):

• Some consumers will perceive the advertis- ing to be for the base brand and will attach the message/benefits to the base brand. This may help the base brand but will not opti- mize the line extension. • Some consumers will understand that the campaign is advertising a new product and will attach the message/benefits to the line exten- sion. This will directly impact the line exten- sion itself and assumes that the base brand has a separate ad budget to drive sales independent from the line-extension campaign. • Some consumers will understand that the ex- ecution is advertising a new product but one that is connected with the base brand; these consumers will attach the message/benefits to the line extension but will also think more of the base brand as a result of the communica- tion. This is an ideal scenario in some cases, particularly when base brand advertising support has been reduced to fund the line- extension launch. However, this outcome is Figure 1 often difficult to achieve. • Some consumers who engage with the ad will fail to link the message/benefits to either the line extension or the base brand. Since the average new ad campaign achieves less than 50 percent correct brand linkage during its launch period, this scenario has a high likeli- hood of occurring among a significant group of consumers. It is, of course, unfavorable and something that solid research can help the advertising team to minimize.

The line extension campaign itself typical- ly employs one of the following three creative approaches. Establish a research construct The first step is to establish a research construct that is based on the Strategy 1: Utilize the base brand campaign objectives, strategies and unique characteristics of the product. For most Incorporating the line extension into the existing line-extension advertising, the desired outcome involves a) engaging the brand campaign enables an advertiser to capi- broadest possible group within the overall target, subject to media budget talize on preexisting campaign equities such as constraints, and b) building awareness of, and communicating the mes- spokespeople, brand colors, creative devices and sages/benefits associated with, the line extension. taglines. This approach can build awareness of To accomplish this, a common tactic is to use the base brand name to the line extension without the expense of fund- convey credibility and to transfer those base brand benefits and values that ing an entirely new campaign. In general, this will enhance the appeal of the line extension. From a sales perspective, the strategy tends to be effective at generating strong intention is usually to build overall brand sales while minimizing cannibal- engagement and base brand linkage on the basis ization. However, the extent to which the advertising campaign for the line of preexisting campaign familiarity. extension draws on base brand equities will have a significant effect on the However, integrating the line extension into ability of the line extension launch campaign to succeed. an existing campaign also comes with a serious When the base brand is used as a point of reference, the actual, risk of failing to communicate either the iden-

www.quirks.com August 2016 // Quirk’s Marketing Research Review 27 tity of the line extension or its unique Figure 2 benefits vs. the base brand. For this strategy to be effective, the advertising should create a strong focus on the line extension and the benefits that differ- entiate the new product from the parent brand. Across a range of line-extension campaigns that we have studied, this strategy, while often generating strong engagement and building base brand eq- uities, has the lowest chance of generat- ing trial of the line extension. The primary reason for failure is the tendency of the consumer to link a campaign with which they are already familiar to the base brand rather than to the line extension.

Strategy 2: Execute a completely new campaign focused strictly on the line extension’s Another option is to create an entirely Strategy 3: A new creative approach enhanced efficacy benefits. new campaign for the line exten- leveraging key equities from the Early in-market results indicated sion. This strategy generally requires base campaign that both the TV and digital campaigns a substantially greater financial The third option is a blended approach were engaging and strong line-extension investment, given the developmental, that involves employing specific brand- brand ID effectively built awareness of production and media costs associated linked equities while creating a new the new product. However, the TV was with a new campaign launch. Creating campaign that focuses on the unique not effective in conveying the efficacy a completely new campaign for the benefits of the line extension. This message and was consequently less line extension is typically the stron- approach typically uses spokespeople, successful than the digital campaign in gest way to communicate and differen- musical signatures, story types or other generating trial of the line extension. tiate the new product’s benefits. brand campaign elements that have In this case, the “story” in the TV However, this strategy carries more been proven over time to successfully spot did not clearly revolve around the risk than does utilizing a campaign link with the base brand. However, the efficacy claim and rather was more in with some familiar elements. New specific focus of the ad executions is on keeping with the base brand’s more campaigns take time to build and have the line-extension benefits. Specific sto- sensory-focused messaging. Based on neither a base of campaign familiar- ries, creative approaches and/or other this learning, the advertiser modified ity nor product familiarity, so they elements are adapted or re-created. the TV creative and shifted some of the typically cannot be expected to achieve When well-executed, this strategy marketing funds to support the digital strong results until consumers have can capitalize on both the base brand campaign until the revised creative was engaged with multiple campaign ele- equities and the unique benefits of the ready to go live. This rapid response ments. Completely new campaigns on line extension. On average, this blended proved successful in optimizing first- average take longer to wear in and approach has the highest chance of gain- year results for the launch. tend to have less success at generat- ing correct brand associations for the Base campaign with altered brand ben- ing engagement than launches that line extension and is also the most likely efits. A marketer of branded fresh food use some existing campaign equities. to produce trial of the new product. products launched a prepared frozen- Therefore, they are far less likely to Striking the right balance is critical, as dinner line within the format of the result in halo benefits accruing back there is a significant risk of mis-associa- base brand campaign. The key differ- to the base brand. tions with the base brand (Figure 2). ence for the line-extension ad execu- Since base-brand equities are not tions was a shift of storylines from a being exploited, new campaigns for Success stories and cautionary tales focus on quality/all-natural benefits to line extensions are also at a clear Different strategies for different media. To quality/convenience benefits. disadvantage in generating brand launch a line extension for a major In-market, the strong engagement linkage (as is true with advertising personal care brand, one advertiser and base brand identity carried over for new campaigns and new brands in chose to utilize different creative from the original campaign to the general). For this reason, campaigns of strategies for TV and digital campaigns. line-extension executions but many this type are far more likely to succeed The TV executions mirrored the base consumers associated the campaign if they include multiple campaign ele- brand campaign but added new visuals with the base brand instead of the new ments, ideally across multiple plat- built around the efficacy claim associ- product. Because the focus was on con- forms, to help accelerate the build for ated with the line extension, while a venience and not the quality/all-natu- the new campaign. new digital campaign was created that ral story, the new executions generated

28 Quirk’s Marketing Research Review // August 2016 www.quirks.com negative impact on the all-natural to advertising a line extension and no some combination? associations for the base brand. guarantee of success with any strategy. • When consumers engage with the This example highlights the risk Considerations for advertisers who are new campaign, what brand do they of damaging the flagship brand with a contemplating which road to take: think it’s advertising – the base line extension that has conflicting or How different is my new product brand or the line extension? What is contradictory benefits. The failure to from the base business? If the new it about the campaign that leads to differentiate distinctive products being product is very different from the base this conclusion? sold under the master brand can be business, a new campaign may work • What are the key messages that detrimental to both; the use of a single best as it more easily conveys “new” consumers who engage with the campaign only heightens the risk of a news and may limit consumer confu- campaign come away with? Do these blurring of benefits that can produce a sion if the brand is competing in a new messages pertain to the line exten- weakening of the brand franchise. space. However, unless base brand assets sion, the base brand or both? A completely new campaign. A well- are not relevant to the new product, • Is there any confusion associated with known CPG brand developed a new the advertiser would be well-advised the line extension versus the base campaign for the launch of a flavor- to incorporate, at least to some degree, brand? Are the known benefits of the based line extension. Across all media, these base brand-linked equities to help base brand maintained (or strength- the storylines and visuals all revolved ensure successful brand linkage. ened), while the line extension ben- around the rich, authentic new flavors; How strong are the existing brand- efits are clearly understood? no brand cues from the existing base linked campaign equities? If the base • Does the campaign build brand brand campaign were utilized. brand has successfully created strong perceptions and purchase intentions Early in-market research found brand-linked equities, it will be advan- for the line extension? Is the brand very low engagement in relation to the tageous to give a brief nod to these and profile that is emerging consistent media spend and brand linkage was then move into the new product story. with the advertising objectives? also weak. While the small percentage Of course, the equities must be relevant • How differently do consumers who of those within the target who were to the line extension, otherwise they have engaged with the campaign engaged by the advertising understood will cause confusion as to what the ben- perceive the base brand? Has the that the product involved tantalizing efits of the new product are. campaign impacted, positively or flavors, the numbers were too small for However, if the base brand equities negatively, their intentions to pur- the campaign to produce sales in line aren’t solid, the line-extension campaign chase the base brand? with objectives. With the benefit of a should not be tasked with incorporating long-running successful base brand cam- them into its own story. After all, com- Stakes are high paign, this advertiser might have been municating the line-extension benefits Clearly, the stakes are high for line-ex- well-served to use some existing cam- will be challenging enough without tension advertising, not only for the paign equities, while building a strong the campaign being required to contort new product but for the base brand as flavor message into each execution. itself to serve the base brand. well. There are many complex and in- Another completely new campaign. A new What is the advertising budget? terrelated issues facing the researcher low-sugar variety of a popular brand was Advertisers with more modest line- who is tasked with helping to opti- launched with a campaign unrelated to extension launch advertising budgets mize and provide early feedback on the well-established base brand adver- are often best served by not producing the advertising campaign. A clearly tising. The line-extension campaign an entirely new campaign. If there is a defined set of research objectives that featured creative and entertaining story- way to launch via adapting an existing address the unique challenges of line- lines that revolved around the “half the campaign, this will undoubtedly be the extension advertising can go a long sugar” benefits of the new product. most cost-effective solution. way toward moving toward a success- The new campaign proved to be highly ful in-market outcome. engaging, produced strong brand identifi- Range of research tools Ultimately, marketing-mix and cation for the line extension and effec- There are a range of both quantitative sales analyses will identify the extent tively conveyed the low-sugar message. and qualitative research tools that can to which the advertising is successful Moreover, the campaign had a positive be brought to bear to provide pre-launch in generating sales without cannibaliz- impact on new product trial and did not and early in-market feedback on the ing the base brand. However, research produce any measurable negative effects performance of line-extension advertis- that isolates and diagnoses advertis- on the perceived taste of the base brand. ing while there is still time to modify ing’s longer-term impact on how the This case provides evidence that a the campaign. This consumer feedback brand is perceived by consumers is well-crafted campaign for a new line can help to dramatically improve the also critical to advertisers who need to extension can succeed, even without odds for success on the basis of providing maintain the integrity of both the base borrowing equities from the base clear answers to the following questions. brand and the line extension in the brand campaign. mind of the consumer. • Is the campaign, and the individual No one right approach executions within it, engaging? Is Jeri Smith is president/CEO of Communicus, a Tucson, Ariz., research firm. She can be As illustrated in the preceding ex- its engagement performance based reached at [email protected]. amples, there is no one right approach on familiarity or on news value or www.quirks.com August 2016 // Quirk’s Marketing Research Review 29 quirks.com/articles/2016/20160807.aspx

Most new products fail. The exact ••• new product research failure rate is a bit of a mystery – some studies state that 75 percent of new products fail, while others put it as high as 95 percent (the fluctuation Improving your is likely due to inclusion/exclusion of certain industries and the criteria of Mwhat constitutes success). No matter the figure, that’s a dismal outlook. odds Surely, with all of the available insights data, analytical tools, tech- Reducing the uncertainty of product performance niques and methods that have been developed in recent decades, the prod- | By Keith Brady uct failure rate has declined substan- tially. And surely the emergence and promise of big data has taken most of the uncertainty of market movement and ambiguity of product perfor- mance out of the equation. Nope. Sadly, the high failure rate snapshot persists. So why do products with poor Keith Brady provides a wide-ranging list of ways to apply tools, quality and poor design slip through? methods and data that mitigate the risk of high failure rates for new Why do marketers underestimate demand, incorrectly price, badly posi- products. tion or inadequately communicate the benefits of new products?

30 Quirk’s Marketing Research Review // August 2016 www.quirks.com

It’s not that the tools, methods of both the respondent and the Leveraging factor analysis, cluster and data (including big data) don’t product or concept. Resulting models analysis and both discriminant and work. It’s usually that the tools, estimate the probability that a person correspondence mapping techniques methods and data aren’t used at all, chooses a particular product based on yield quantifiable, actionable and are only partially applied or are ap- both product features and respondent trackable results. plied incorrectly. characteristics (age, gender, etc.). Pricing and demand tools. Before we dig into those reasons, Unlike standard ratings or impor- Market simulators developed from exactly what tools, methods and data tance scales, discrete choice forces quantitative concept and product are we talking about? respondents to make choices between testing. Market-sizing deduced from There are five potential categories options, while still delivering rank- positioning and segmentation is for exploration and testing of new ings showing the relative importance especially powerful when paired with concepts and products: of the items being rated. pricing models. The Van Westendorp Qualitative research. Qualitative Maximum difference scaling is price sensitivity meter, developed in research has traditionally been the a specific discrete choice method by the 1970s, aims to surround a market prologue to concept development and which survey respondents are shown price using four price-value relational ideation. In-depth interviews and a set of the possible products/con- questions. At what price would you: focus groups can explore how con- cepts and asked to indicate the most sumers define categories of prod- preferred and least preferred. • consider this product/service to be ucts, which brands most define the For particularly intricate prod- so inexpensive that you would ques- category and why, as well as where ucts and concepts, configurator tools tion its quality and believability; there are distinct market needs and offer a relatively superior method • find this product/service to be such preferences that could potentially be of understanding the value consum- a good value that you would defi- addressed with a new entrant (or a ers place on specific features of a nitely buy it; new category). product or concept. Configurators • think this product/service is start- Traditionally, qualitative research allow research participants to create ing to get expensive but would still has been a face-to-face endeavor but their own ideal product or service be worth considering; or recent years have seen a proliferation bundles, choosing among possible • find this product/service to be so of digital approaches to qualitative, combinations of features and service expensive that you would not even from remote video conference inter- components. In some cases, known consider buying it? views to Web boards, with an array sub-component pricing is used to of traditional tools (e.g., collages or mimic the real-life shopping experi- Such an approach avoids the notori- other projective techniques) replicat- ence in which specific features add ously unreliable approach of asking ed in an online environment. cost to a base model. respondents directly how much they Quantitative concept and prod- Highlighter tools provide a feed- would pay for a product. Results of a uct testing. Whether testing early back system by which consumers Van Westendorp approach can be used as concepts or refining near-ready can interact directly with specific inputs into market demand simulators products, there are several tools and features and attributes of a product to estimate revenue and profitability. techniques available to better under- or concept (as well as creative ele- Specific to retail product market stand market affinity for products/ ments like advertisements, direct demand estimates, virtual retail and concepts or part-worth utility of spe- mail, Web sites, etc.), allowing walk-by virtual shelf environments cific features. Via many of the tools them to indicate those which elicit provide contextualization and visual- and techniques below, valuations (or particularly positive or negative ization to further simulate real-world part-worth utilities) can be used to sentiment. These help to identify purchase decisions and to determine create market simulators estimating optimization opportunities via key the role of ancillary variables like revenue or market share for differ- drivers and/or detractors. product placement in-store among the ent combinations. Positioning and segmentation. competitive set. Conjoint analysis determines Equally important to fully under- Line analysis and optimization. what combination of attributes, standing what concept and product Because brand extensions make up the among a limited set, is most influ- traits appeal to the market is under- majority of new products introduced ential on a respondent’s product standing who they are appealing to. to the market, understanding how choice. A predefined set of potential Understanding key segments to those extensions draw new customers concepts or products is shown to target does not have to be, nor should and/or cannibalize existing products’ respondents. Respondent preferences it be, a mutually exclusive effort. market share is essential toward devel- for certain combinations of attri- Data collected through quantitative oping an optimal product mix. butes are analyzed to discern the concept and product testing can be Total unduplicated reach and fre- implicit valuation of the individual dual-purposed to understand how quency (or TURF) is a traditional statisti- features/elements. your products are perceived, deter- cal analysis used in market research for Discrete choice experiments/mod- mine to whom they should be mar- providing estimates of market potential. els statistically relate choices made keted and see where products stand Non-cannibalized, unduplicated reach by each respondent to the attributes relative to competitive offerings. analysis is a similar technique that

32 Quirk’s Marketing Research Review // August 2016 www.quirks.com provides TURF-like results but works bet- the three scenarios. Incomplete ap- Proper method application is ter to facilitate the modeling of optimal plication can refer to the partial use also important and is often interre- product mix strategies. of necessary tools or it can refer to lated with survey design. For exam- Consumers’ purchase decisions are a complete set of necessary research ple, a conjoint analysis can quickly evaluated for possible cannibalistic conducted among only a partial repre- translate into a long survey or large substitutability among options. This sentation of the relevant population. minimum sample as the number/ helps to decide what combination of The first case has several potential combinations of attributes to be products to “shelve” together and to examples but one of the most common explored increases. In such cases, a measure the impact of trading out is exclusion of exploratory research configurator approach would likely one variety for another. Additionally, before a quantitative phase is pur- be more suitable. it indicates which products are highly sued. For example, using quantitative Far too often, market attractive- cannibalistic of each other and there- research to determine market demand ness and demand for new concepts fore not necessary to stock in order to for a cutting-edge technology concept and products are gathered in the obtain maximum unduplicated reach. not yet introduced to the consumer absence of any discussion of cost, market. In a situation like this, price or trade-offs. This too can yield Dive into why where previous consumer interviews biased results, most notably an un- Now that we have an understanding have not taken place on this particu- realistic market appetite for certain of the potential tools out there, we lar subject, there is a real danger that features and add-ons. After all, a can dive into why they aren’t being the quantitative questionnaire will product comprised of all potential applied or being applied correctly. not use terms and descriptions famil- features is much more attractive iar to and reflective of the relevant when it is offered at no cost. The tools, methods and data aren’t consumer target and the concept will A prominent example of data be- used at all be improperly communicated. Ideally, ing applied incorrectly is using exclu- Most brand and product managers a qualitative phase would be built sively qualitative research results understand there is value in con- into the research timeline to ensure (focus group feedback or in-depth ducting research, so cases in which that this risk is assuaged. interviews of a limited audience) it is not employed are typically The second case often reflects the for market projections. While use of driven by timing, budget restrictions myopic approach some marketers qualitative data for future outlook or budget allocations. Yet these same take with their core customer base. is not unheard of, particularly when marketers often devote a healthy While it certainly makes sense to dealing with executive opinions, amount to advertising across a wide measure core customer reactions to applying the Delphi method (a panel range of unproven or unmeasured potential product changes or en- of experts questioned individually media channels and formats. hancements and also makes sense to about their perceptions of future Still others rely on gut instinct determine potential cannibalization events) or polling sales forces, there or intuition to guide their launch of existing products from the launch is a substantial risk in applying strategies, turning their backs on re- of a new concept or product, it does qualitative results to something as search which they don’t believe can not make sense in either situation broad as a general consumer target. be designed to reflect actual market to ignore the potential (or non-core) feedback. Their hope is that past market. Doing so provides only Throw us curveballs performance with other products or partial insight into the potential op- In closing, it’s important to recognize brands will offer some indication of portunity or danger associated with that the comprehensive application of future success. product development or launch. the tools, methods and data described Eliminating a testing or research does not remove all risk associated phase is a recipe for failure at worst The tools, methods and data are with a new product launch. The mar- and is sub-optimal at best. Much in applied incorrectly ket will always throw us curveballs in the same way that an investor would Survey design is critical and not the form of competitive actions, eco- want his or her financial portfolio to to be overlooked. Response biases nomic conditions and other external be operating at the efficient fron- in surveys are commonplace, with factors (weather, disruptive tech- tier (maximizing return for a given unconscious misrepresentation nology, political restrictions, etc.). level of risk), a marketer wants new resulting from surveys that are too Application of them throughout the product launches to maximize their long (apathy bias, most common process of screening, ideation, itera- potential for success given all the in survey greater than 20 minutes tion and refinement will, however, investment that has been made to in duration), surveys that overtly mitigate those risks and help move bring the items to market. Relatively reveal the host company/brand new product failure rates into a much speaking, market research is a small (sponsorship bias or auspices bias), lower, more acceptable range. price to pay to help optimize. surveys which rely heavily on brand recollections (recall bias – for exam- Keith Brady is vice president at Socratic Technologies Inc., a San Francisco The tools, methods and data are ple, the Reeves Fallacy) or surveys research firm. He can be reached at only partially applied with poor question or scale design [email protected]. This is perhaps the most common of (order bias or habituation). www.quirks.com August 2016 // Quirk’s Marketing Research Review 33 ••• new product research Voice is the new data A new model for concept evaluation

| By Danica R. Allen

snapshot For businesses engaged in the development of new products or services, there are risks wherever we look. On the one hand, there is the opportunity cost of not developing a prod- uct that could hold huge potential. On the other, there is a profound, real cost – both time A look at the value of and money – when flawed products and services are launched and fail. analyzing consumers’ Fundamentally, consumers adopt new products and services that improve their lives. Consider the iPhone. It began as something convenient – a single device that verbal – rather than Fcould substitute for a camera, watch, roadmap and phone. In time, however, people written – responses to came to identify with their iPhones; the device began assuming central roles in many key life activities and an emotional connection was built. new product concepts. In their widely-praised book Built to Love, Boatwright and Cagan emphasize the cru- cial role that emotion plays in product success. Drawing on a multiyear study, the au- thors provide empirical evidence that brands with higher levels of emotional attach- ment among consumers also thrive economically. Even when “superstar stocks” such as Apple and Google were removed, high-emotion firms outperformed others by 800 percent. And during the post-2007 economic downturn, high-emotion stocks dropped at a lower rate than their competitors. The enormous question on the table for manufacturers, service providers and other brands is how to identify product concepts that have high probabilities of building deep emotional connections with consumers – the pinnacle of product success. Which concepts are most likely to engender the positive emotional responses that will weath- er economic downturns and produce enhanced sales during upswings? For researchers on both the client and vendor side, this leads to a related question: How can we better predict customer behavior by including emotion in our measure- ment systems?

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Networking Inspiration Top Industry Content Innovation esomar.org/congress #esomar Tempests in very old teapots data on the human side of product The results suggested that respon- For decades, researchers have relied likes and dislikes? dents who verbalized their reactions on multi-point scales to measure the While open-ended responses provided an average of 83 words per sentiment of consumer opinion. These represent a tremendous resource for stimulus, while those who typed pro- range from fully-anchored scales, understanding consumer attitudes duced an average of just 14 words. Add wherein each number is assigned a and behavior, limitations are also to this the additional insight and in- label (such as “Somewhat Likely”) to readily apparent. Typing is a skill, for formation provided by inflection and endpoint-anchored versions in which example, that some people excel at other nuances and we can see there only the two extremes are labelled. and others abhor. The length and con- is a wealth of potential learning to be The argument over five-point versus tent of typed responses may well be a culled from a voice-centered approach. seven- or 10-point scales has raged on functlon of dexterity and comfort at For marketing researchers, au- for many decades but in the end, these the keyboard. diometric data represents a radically were tempests in very old teapots, of Written answers to questions also different form of information. For relevance to a very few indeed. tend to be: standardized (via grammar example, modern recording technol- The fact is, consumers do not talk and style) and therefore restricted; ogy uses a sampling rate of 41.4KHz. about products using multi-point planned and polished (through edit- This equates to over 41,000 data points scales; they are unnatural modes of ing and revisions); and compact, with per second of speech! In our study, expression. Compared to scales, spo- fewer digressions and explanations. respondents spoke for an average of ken or written language is infinitely Written prose tends to hide a great 30 seconds, which means each yielded more nuanced and – depending upon deal of context and development be- about 1.2 million audiometric data the speaker – able to convey ex- hind ideas and opinions; the finished points per new product stimulus. tremely complex attitudes, feelings product appears as if by magic, with Speech can be analyzed according and emotions. all failed experiments deleted. The to two key elements – what you say In one experiment, respondents writer looks smart, indeed, but the and how you say it. Detecting prosody were shown a random subset of 35 reader or audience has much less to – how something is vocalized – is a new product concepts and asked go on. And if we are looking for the skill that all humans learn. We know, to rate each on a five-point Likert warmth and vibrancy of emotion, for example, that the words “I love scale. They were subsequently asked the page or screen can be seen as you” can be said in a multitude of to type out the rationales for their truly a “cool” medium, in Marshall ways. The prosodic content of speech responses. From the scalar data, top- McLuhan’s terminology. can drastically change the implica- box purchase intent percentages were Verbal reactions have a number of tions of these three words. How determined for each concept; and the advantages over typed responses. The something is said can contain as much open-ended responses (rationales) most noteable difference involves the meaning as the words that are spoken. were subjected to a simple sentiment spontaneity of vocal responses; they In our experiment, the prosodic analysis. Out of the 35 concepts, the have not been preplanned, rehearsed element of speech – arousal – was two measurement approaches agreed and refined. They are also less taxing generated through acoustic signal with respect to the best and worst on survey respondents, who may be processing. Parallel to the audiometric performers. But the langauge-based amateur typists at best. analysis that yielded arousal, we sub- sentiment metric yielded a coeffi- In addition, spoken responses jected the lexical content of consumer cient of variation that was five times tend to include: dialect variations; reactions (i.e., the transcribed words higher than the scalar method. pitch, rhythm and stress; pauses and or text) to unique algorithms tuned The unmistakable implication is intonation; and unusual and possibly specifically to identifying two con- that language – even when reduced to telling pronuncations. structs: activation and sentiment. a single sentiment metric – is capable In traditional survey and qual Most marketing researchers are of identifying variability that would research, analyzing mass quantities familiar with sentiment analysis as otherwise be obscured by the measure- of open-ended typed answers and/or a way to summarize open-ended com- ment itself. The unstructured respons- recorded verbal responses was oner- ments. Activation, on the other hand, es captured emotions and opinions ous. But new technology has made it measures the likelihood that the re- that the scales simply could not reg- much easier to extract the content spondent will act based on seeing the ister, because only a few predefined, and learning from such unstruc- concept. Positive activation involves generic responses were allowed. tured data. This recognition led to an a respondent spontaneously saying experiment, conducted by GfK, that they’d look for it or plan to purchase it More granular, nuanced data involved recording consumers’ vocal or even tell a friend about it. Now that we understand the rela- reactions to up to five new product In the present case, our senti- tionship between products and ser- concepts and then subjecting them ment and activation algorithms were vices and the emotional connections to a transcription step that yielded a trained specifically to capture new they create with consumers – and text file corresponding to the audio product concept reactions. Neither therefore the probability that adop- file. We then compared these results model was based on “keyword search- tion/launch will be successful – how to traditional survey feedback on the es” but instead utilized sophisticated can we get more granular, nuanced same product concepts. machine-learning algorithms.

36 Quirk’s Marketing Research Review // August 2016 www.quirks.com Figure 1: Three Fictional Internet of Things Concepts Integrating the three metrics Quite simply, a respondent must spon- ‘What do you think of this idea and why?’ taneously express 1) positive sentiment and 2) positive activation (desire to
Energy Manager  Love Watch  Smart Fridge do something) 3) in a passionate way. An energy manager app that allows An app that uses the sensors of a smart A smart refrigerator connected to As mentioned earlier, it is important you to monitor the energy watch. It detects people in your your smartphone that allows you consumption and costs of appliances proximity that might be a good fit for to monitor the expiration dates of to note that the passion metric is ir- (e.g., a lamp, refrigerator, washing you based on a multi-faceted products, keep track of stock or, machine, television) in the home, to measurement of physical properties like based on a chosen recipe, have respective of valence. One can hate or have more control over your energy blood pressure, heart rate, magnetic the refrigerator automatically love something passionately. This is costs, and it rewards you if you run resonance and the chemical composition order your groceries. appliances at times when electricity of their perspiration. critical to understanding the audio- is cheaper.p metric variable. These three hurdles yield a subset of respondents who we believe repre- sent the maximum trial potential for a new product. Failure on any one of the three criteria discounts the respon- el of arousal was encountered among here goes beyond a more realistic, true dent with respect to the trial estimate. responses to the Energy Monitor but picture of probable consumer behavior. Clearly, this is a significantly more these occurred simultaneously with Since each respondent’s reaction was stringent set of criteria than are typi- expressions of positive sentiment and recorded, it is available to researchers cally used in concept evaluation. activation. for listening. Further, since tran- Acquiescence bias often leads to In short, the results suggested the scribed versions of the audio files highly overstated purchase intent and Love Watch would be an abject failure are linked, one can perform dynamic often tenuous heuristic (or black- in-market while the Energy Monitor keyword searches. As a result, the re- box) approaches to adjusting it based app could be quite successful and searcher can use an audio console that on presumed cultural biases. Cross- actually have the potential for emo- accompanies the quantitative data to cultural situations can be especially tional bonding with some consumers. gain deep insights into the “Why?” problematic since it is well-known In contrast to these two extremes, underlying the results. that respondents in some countries the Smart Fridge elicited middle-of- yield highly skewed distributions. the-road levels of all three metrics, Achieve a level of understanding Using the technique described, leading us to conclude it would not By performing online, dynamic we analyzed a dataset obtained from be a great market success if actually comparisons such as gender, age or 300 U.K. consumers. Respondents developed as written. category users and listening to con- were shown one of two sets of three Prior to conducting the research sumers’ responses, innovators achieve new product concepts (Figure 1) in described above, we tested eight prod- a level of understanding that was sequential monadic order. After a brief uct concepts which had passed tradi- previously obscured by norms, adjust- practice exercise wherein they tested tional testing methodologies and were ment factors and other methodlogical the microphone and playback capabili- set to be launched in the following 12 issues. Finally, we can offer clients a ties of their devices (laptop, desktop, months. Of these, one in particular way to measure both implicit (System smartphones, etc.), respondents were represented a perfect illustration of 1) and explicit (System 2), thinking shown three home automation product the Type 1 error (false positive) situ- as described by behavioral economist concepts. Instead of multi-point Likert ation that can occur in new product Daniel Kahneman. scales with which several attributes development. Specifically, one product The power of voice is at the center are traditionally rated, we asked one of the eight products was developed of this new approach to product and open-ended question. based upon traditional Likert scale service concept evaluation. We lever- The results showed that the Love responses but was later deemed a age the spontaneity and expressive- Watch and Energy Monitor elicited failure. The method described in this ness of the spoken word – so much high levels of arousal from “how” article clearly identified that product more informative than typed answers consumers responded to the concept; as lacking arousal; consumer responses or five-point Likert scales – and we use Again, this was inferred mathemati- revealed a worrisome fact: the new the transcribed text to provide context cally using acoustic signal analysis. product concept was not likely to for the speech. This fact alone is not a sufficient basis create a sufficient level of emotional Companies that develop new prod- for projecting purchase, however. As bond with consumers. Based upon this ucts have now have a rich new alterna- noted earlier, arousal can be coupled outcome, the voice-based system raised tive for making smart decisions about with positive or negative sentiment. a red flag that should have precluded product development. In the case of the Love Watch, con- development of the product. Of course, sumers with high arousal (based upon this represents just one case study but Danica Allen is global director of consumer experiences strategy at their voices) also tended to express it is indicative of the power of voice research company GfK. She can be negative sentiment and very low levels and its implicit measurement. reached at [email protected]. of activation. In contrast, an equal lev- The power of the system described www.quirks.com August 2016 // Quirk’s Marketing Research Review 37 ••• innovation research The freedom to try Make sure your brainstorming sessions generate, rather than denigrate, ideas

| By Bob Klein

snapshot Ideas are the lifeblood of our industry. It’s our currency, which, these days, is peril- ously unstable. Several months ago, I participated in an offsite brainstorm led by a “professional The author offers ideation moderator.” The name/title of this individual immediately gave me pause, tips for better as these “pros” all too often act as judge and jury. Few are truly skilled or properly trained to do more than facilitate what amounts to a biased conclave with their own brainstorming Ipre-determined agenda. and argues that a Unfortunately, that was the case in our meeting. Our moderator, armed with the dry-erase wand of power, anointed some of the ideas a coveted place on the whiteboard welcoming, inclusive while others were conspicuously left off. Our moderator responded to some ideas with atmosphere is key rapturous “That’s a great idea” or “Oooh, I like that” or “That’s it!” Other ideas elicited a silent moving on to the next person. Our moderator at once alienated some partici- to getting everyone pants while outright embarrassing others. involved in the process. It was impressive to see. Like watching a massive building demolition. We’ve all been through these ideation vacuum sessions before, unfortunately. But it’s always more upsetting when they happen inside our own organizations – when designated leaders purport to gather people together to “brainstorm,” only to (hopeful- ly) unintentionally offend or exclude otherwise valuable and creative people or ideas. Back to our industry’s faltering currency: ideas. Shortly after the disaster ses- sion described above, our agency, in partnership with faculty at the Kellogg School of Management, undertook a survey of 126 client and agency marketing executives on this very topic. The findings were worrying:

• Only 12 percent strongly agree* brainstorm meetings at their company are highly effective.

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Communities Main Sponsors • Only 10 percent strongly agree candid, unbiased views of all par- Imperative that we rethink brainstorm meetings at their com- ticipants. If you’re going to continue to have pany encourage wild ideas. • Only 12 percent strongly agree people within your company conduct • Only 13 percent strongly agree participants in brainstorm meet- and participate in brainstorms, it’s brainstorm meetings at their ings feel comfortable bringing up imperative that we rethink the way company help them become more different points of view. these meetings are being planned creative as an organization. • Only 13 percent strongly agree par- and structured. • Only 10 percent strongly agree ticipants in brainstorm meetings Our research suggests that even at brainstorm meetings at their com- feel their voice is heard. best, half of the ideas that exist in a pany broaden their perspective. brainstorm get expressed. Very often Neither engaging nor the best ones don’t get expressed, yet *Five-point hedonic scale; strong- motivating participants may walk out feeling ly agree While you would hope that that like it was a productive meeting. So strategically-minded leaders are what can you do? Lurking immediately beneath establishing clear objectives, it’s In terms of new-school solutions, the surface of these results is this not the case. Brainstorm meet- everything from mind-mapping troubling statistic: Only 10 percent ings lack proper strategic ground- apps to apps designed specifically strongly agree brainstorm meetings ing. Leadership is missing. These for ideation sessions exist online at their company maximize the po- sessions are neither engaging nor to help you and your organization tential of all participants. motivating. What begins with good facilitate better brainstorming ses- If it was simply that these brain- intentions meanders into a place no sions. Many of them are free. Candor, storm meetings are unproductive, one wants to go. an app designed by Kellogg School we could write it off as part of the of Management Professor Loran unavoidable inefficiency and spoilage • Only 6 percent strongly agree Nordgren, is a convenient way to gen- in any marketing-driven company. brainstorm meetings are well- erate, capture, organize and evaluate However, the big insight we un- grounded strategically. ideas while bypassing some of the earthed from our quantitative study • Only 6 percent strongly agree main obstacles posed by traditional and concurrent in-depth interview- individuals leading brainstorm brainstorming. Ideas are generated ing is that brainstorming in our meetings are well-trained and in advance and then discussed and industry today, in truth, is actually -qualified. evaluated in person – which increas- undermining the fabric of our busi- • Only 10 percent strongly agree es the number and diversity of ideas ness – ideas. Instead of motivating individuals leading brainstorm that are brought to the table. and inspiring, it’s making people feel meetings maximize the potential of For old-school solutions, try bad and sucking what creativity or all participants in the room. investing in the right people and good ideas that may have been in the • Only 13 percent strongly agree processes. If you or your organiza- room before right out the window individuals leading brainstorm tion are hesitant to try some of the and onto the street below. meetings encourage the thinking automated solutions such as the one of more junior people. described above, perhaps now is a • Only 10 percent strongly agree par- • Only 14 percent strongly agree good time to invest in training the ticipants in brainstorm meetings individuals leading brainstorm best individuals in your organiza- feel their ideas have equal worth. meetings make everyone feel their tion to facilitate productive brain- • Only 12 percent strongly agree ideas have equal merit. storming meetings. brainstorm meetings elicit the Thirty-five years ago, as a fresh-

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40 Quirk’s Marketing Research Review // August 2016 www.quirks.com ly-minted undergrad at a Chicago equal worth. This is a point that can ad agency, I was invited to fly to truly make or break a brainstorming Boston for a two-day Synectics new session. When you ignore just one product development workshop. person’s idea, you are tacitly sending Four decades later, I can’t forget the message that their ideas/their those two days. The biggest lesson I opinions aren’t worth hearing. This learned was how important the cli- will immediately shut them down mate is in capturing ideas. In other and they more or less have license to words, how do we treat each other walk out of the room. Every person and receive new ideas? The sessions has a valid viewpoint and a unique taught me that in order to be most perspective, so the best facilita- productive during a brainstorm, we tors encourage participation from must create and foster a climate of everyone. Keep in mind that group positive energy and positive think- brainstorming may not be everyone’s ing. When individuals are free to strong suit. Some people won’t pro- build upon the ideas of others (rath- actively offer an idea and will need er than using their critical skills to to be asked to share. Some people poke holes in ideas), then you are in aren’t comfortable verbalizing ideas, the zone of great brainstorming. so maybe they could write their Recently, I introduced a pocket idea down and pass it forward. This guide for better brainstorming, and where solutions like the Candor app handed one out to each employee can reap rewards. at our company. I called it The Five Thou shall build on the ideas Commandments for Better Brainstorming put forth by others. Ideas are the and it’s intended to be used as both a bones of the skeleton that make up reminder and a warning for anyone the fully-realized concept. So it’s all at our agency who is considering a beginning. Can ideas be combined scheduling an ideation session. to explore new possibilities? How Thou shall encourage wild and can each idea be built upon to make exaggerated ideas. Isn’t it always up something that is more fully easier to tame a wild idea than it realized? It’s just as valuable to be is to think of an immediately valid able to adapt and improve other one in the first place? In the begin- people’s ideas as it is to generate ning of a brainstorming session, the initial idea. encourage wild ideas. The wilder the idea, the better. Positive experiences for all Thou shall generate quantity There are countless resources online – not quality – early on. In the that can help your organization build beginning of the session, quantity a better brainstorm but if you choose trumps quality, despite our natural to do nothing else, please try to make inclinations to workshop/discuss the them positive experiences for all who merits of each idea that comes up. are involved. Be sure that the person Temper that inclination by simply leading the brainstorm is someone keeping the ideas short – no in-depth who understands the importance explanations and justifications at of capturing everyone’s thoughts, this point. Save that for later. not just the ones that tickle their Thou shall postpone and with- particular fancy. The cost of mark- hold your judgments. Ideas in this ers and those giant Post-it pads pales stage are not to be judged based on in comparison to the price of lost their merits. Our natural inclination intellectual capital. Because there is oftentimes is to immediately con- nothing more defeating than making sider the negatives of someone else’s a brainstorm session the place where idea (while extolling the positives your organization’s talent and great of our own ideas). But in the early ideas go to die. stages of a brainstorm, reserve all judgment. Even seemingly foolish Bob Klein is chief strategy officer at Blue Chip Marketing Worldwide, a ideas can spark some better, more Chicago marketing agency. He can be salient ones. Record all ideas. reached at [email protected]. Every person and every idea has www.quirks.com August 2016 // Quirk’s Marketing Research Review 41 ••• location-based research Beyond brand awareness Mobile’s power to track purchase infl uence

| By Emily Tomasiewicz

snapshot Remember when Facebook first launched in 2004? Members could only sign up with e-mails ending in .edu, and even then only through select colleges and universities. Today, we have moms, dads, grandfathers and even cats showcasing their own Facebook The author discusses profiles. Millions of businesses represent themselves solely through Facebook, bypass- the role of mobile ing the costs needed to build their own Web sites. Ad agencies better understand who they should be targeting (with ads shown through Facebook). Celebrities, public fig- in identifying and Rures, influencers and publishers can share promotional posts and tag content they’ve measuring consumer created with brands. All of this activity amounts to an average of 1 billion daily active users in over 130 countries. Facebook has done well for itself. purchase influencers But the point I’m trying to make doesn’t start and end with Facebook. This same and the overall impact kind of behavioral data can be seen by thousands of other sites and apps (think social, YouTube, e-mail, search, display, referral, etc.). They’ll tell you the number of people of ad campagins. who saw your post and can break it down by gender, age, location, tap-through rates, likes, tags and shares – it can get pretty rooted. In the not-so-distant past, understand- ing how well your posted content performed was enough to fuel future marketing ef- forts. However, as spending continued to soar, brands and agencies were still facing the same challenge: how to measure purchase impact. To be more specific, connecting the dots between finger swipes and computer clicks with actual purchase conversions still remained a major hurdle. Today, while market researchers haven’t completely eliminated that challenge, the proliferation of mobile consumer behavior enables more strategic techniques by layering in behavioral re- search with social, survey and in-context data. Strategic market research techniques, like mobile and out-of-home (OOH) ad effectiveness, gather active data that blends well with existing third-party platform statistics, presenting a full and more conclusive picture behind consumer behavior. Let me speak plainly. Much of what the advertising companies do is about brand

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USA CONNECTICUT Murray Hill National Fieldwork East Focus Pointe Global WASHINGTON, D.C. MarketView (Danbury) Plaza Research (Ft Lee, NJ) (Tempe) (Metro Area) ATLANTA Murray Hill National Q-Insights Focus Crossroads Plaza Research OMR (Greenbelt, MD; Fieldwork Atlanta (Hartford) Schlesinger Associates (East Rutherford, NJ) Schlesinger Associates Washington, DC) Focus Pointe Global New England Marketing Focus Pointe Global Shugoll Research (Buckhead, Clairmont) Research (Norwalk) MINNESOTA (Teaneck, NJ) RHODE ISLAND (Alexandria, VA; Bethesda, MD; Murray Hill National Performance Plus (Enfield) Ascendancy Research Focus World International Performance Plus (Minneapolis) (Holmdel, NJ) (Providence) Fairfax, VA) Plaza Research Razor Focus (Stamford) Fieldwork Minneapolis Meadowlands Consumer Schlesinger Associates SAN DIEGO WISCONSIN DENVER (Edina) Center (Secaucus, NJ) Superior Research Plaza Research Focus Pointe Global Fieldwork Denver Focus Market Research Plaza Research (Appleton) (Edina, Minneapolis) (Paramus, NJ) Taylor Research BALTIMORE Plaza Research JRA (Milwaukee) AIM Focus Pointe Global Schlesinger Associates (Minneapolis) (Iselin, NJ) SAN FRANCISCO Baltimore Research FLORIDA UNITED KINGDOM FRS Research Group Fieldwork San Francisco (Towson, MD) Concepts in Focus NORTH CAROLINA (Jacksonville) (St. Paul) Focus Pointe Global Aspect in the City L&E Research (Charlotte, BOSTON L&E Research (Tampa) Nichols Research (Manchester) MISSOURI Raleigh) (Downtown, Concord, Copley Focus MARS Research Aspect Viewing Facilities Focus Point Global Fremont, Fresno, (South Manchester) Fieldwork Boston (Ft. Lauderdale) (Kansas City, St. Louis) OHIO Sunnyvale) (Waltham) National Opinion Field Facts Worldwide/ Hatch Research (St. Louis) AIM (Cincinnati, Columbus) Plaza Research Focus Pointe (London) Focus Pointe Global Research (Miami) L&E Research (St. Louis) Complete Research Schlesinger Associate London Focus (London) Murray Hill National Plaza Research Connection (Columbus) Peters Marketing (Ft. Lauderdale, Tampa) SEATTLE Shoreditch Studios Performance Plus Research (St. Louis) Focus Pointe Global (London) (Downtown, Framingham) Schlesinger Associates (Columbus) Schlesinger Associates Fieldwork Seattle (Orlando) (Downtown, Kirkland) The Research House Schlesinger Associates (St. Louis) L&E Research (Cincinnati) (London, Wimbledon) Superior Research Opinions, Ltd. (Cleveland) Northwest Insights CHICAGO (Tampa) NEW YORK QFact Marketing CANADA AIM (Schaumburg) WAC (Ft. Lauderdale, Fieldwork New York Research (Cincinnati) TEXAS Adler Weiner (Downtown, Miami) (Westchester) Austin Market Research Consumer Vision (Toronto) Lincolnwood) PHILADELPHIA LAS VEGAS Focus Pointe Global Fieldwork Dallas Research House (Toronto) Chicago Focus (Metro Area) Plaza Research Focus Suites Focus Pointe Global Fieldwork Chicago Plaza Research (Dallas) FRANCE Fusion Focus (Marlton, NJ) (Downtown, North, LOS ANGELES Galloway Research O’Hare, Schaumburg) Innovative Concepts JRA (Montgomeryville, PA; ConsuMed Research AIM (Costa Mesa, (Long Island) (San Antonio) (Paris) Focus Pointe Global Mount Laurel, NJ) Long Beach, Los Angeles) JRA (White Plains) Murray Hill National Passerelles (Paris) (Downtown, Oak Brook) (Dallas) Adept Consumer Testing MarketView (Tarrytown) PHILADELPHIA Focuscope (Downtown, (Beverly Hills, Encino) Opinions Unlimited GERMANY Oak Brook, Oak Park) Murray Hill National Focus Pointe Global Adler Weiner (Houston) New York Consumer (Center City, Bala Cynwyd) Murray Hill National (Downtown, Irvine) Focus Suites (Bala Cynwyd) Plaza Research Schmiedl Marktforschung Center (Berlin, Frankfurt, Plaza Research Advanced Marketing (Dallas, Houston) Schlesinger Associates JRA Munich) Schlesinger Associates Perspectives Schlesinger Associates Schlesinger Associates (Downtown, O’Hare) Fieldwork LA (Irvine) The Focus Room (NYC, (Dallas, Houston) Westchester) (Center City, Bala Cynwyd Smith Research Focus & Testing Think Group Austin (Downtown, Deerfield, PHOENIX Oakbrook) Focus Pointe Global NEW JERSEY/ NEW YORK VIRGINIA (Metro Area) Fieldwork Phoenix Survey Center House of Marketing Alan Newman Research Research (Pasadena) AIM (Hackensack, NJ; (South Mountain) The Energy Annex (Richmond) Meczka Marketing Morristown, NJ) Focus Market Research Research (Scottsdale)

RESEARCH TECHNOLOGY SUPPORT ANYWHERE, ANYTIME awareness and staying current and monly called IDFAs or advertising in Quirk’s titled, “Why geofencing top-of-mind with their consumers. IDs, respective to iOS and Android is the next mobile market research But in the end, purchase influence is devices) that act as the common must-have.” It’s fascinating to key. The question at the crux of every denominator or point of departure observe how quickly our industry marketing meeting becomes: Is our for evaluating ad effectiveness on responds to the changing ad land- advertising strategy driving sales? mobile. In short, these can act as scape to adopt what really works. We know our target audience, sure, tracking IDs allowing brands to see Considered an infant technology but is it positively impacting their how people are virtually interacting just three years ago, geofencing is decision to buy or support our brand with their ads to help them cre- quickly becoming the backbone of in the way we intended? ate more specific customer profiles ad effectiveness research. around that data. Of course, more traditional Growing ever larger Mobile apps don’t support cookies post-exposure and post-campaign In 2016, global mobile penetration is like the PC environment does. But surveys integrate well with geofenc- huge and growing ever larger. When it’s fair to say that advertising IDs ing to offer companies a deeper level a consumer is shopping on Rodeo are somewhat analogous to advertis- of insight into how their mobile Drive in Los Angeles, commuting to ing cookies in their ability to track campaigns are working with tar- work by metro in the nation’s capital when a particular device user takes get demographics in predefined or driving through the plains of actions as a result of an ad. These geographical areas. The research is middle America, it’s likely that they might include things like install- especially useful when it’s presented have their phones out, apps open ing an app, clicking on a banner or to consumers on-site and gathered and fingers scrolling (that’s right, playing a video. With this kind of as close to the time of the shopping an AT&T study reported that 70 data, brands can aggregate behavior experience as possible. The ultimate percent of drivers use their phones about a single consumer (likely the goal is to make an intelligent tie be- while operating vehicles – so watch mobile device owner) across a series tween ad spending and tangible foot out!). Interactions with advertis- of mobile environments. traffic to a store, or buying behavior ing content on mobile platforms Beyond statistics that sites and in-app – beyond finger swipes and can be lightning quick as users skim apps like Facebook provide, however, social referrals. past paid content on Facebook or there are a ton of third-party techno- Instagram, filtering out what’s ir- logical platforms that can give a full True media planning for OOH relevant to them without thinking picture of mobile advertising’s influ- In the same vein, the power of twice. A separate study by comScore ence around actual buying behavior. mobile allows brands to reach estimated that consumers see an av- Those that specialize in collecting consumers when they’re on the go. erage of 1,700 banner ads each month real-time conversion data around Billboards and transit advertise- and don’t click on a single one. A gap mobile ad campaigns are specifically ments have been around for ages (in in incomplete, third-party data begs pertinent. In-app engagement has fact, the earliest form of advertising the question: even if a consumer more consumers eagerly enabling was OOH, as wall posters and signs doesn’t click a paid content post on a their location settings given the ben- were found in the ruins of Pompeii social platform, is it still being seen efits offered in return. Consequently, dating back to the first century AD). and/or having an effect? exposing content to people in real While the OOH advertising format Mobile devices of all kinds, time based on where they are can be isn’t new, the way we can track its including smartphones, tablets and pretty effortless. Companies now con- effectiveness with mobile is cutting- wearable technologies, are the new sidering where consumers live, for edge. Mobile panels now enable frontier for companies looking to example, are becoming more adept true media planning for OOH ads by personalize their marketing and at tailoring language to consumers. aggregating demographic and be- reach Millennials and Generation Z. That being said, location is one of havioral data of things like vehicle Yes, the landscape is still somewhat the most valuable factors supporting traffic to help planners more stra- experimental. What is clear, how- mobile ad effectiveness research that tegically place ads that will appeal ever, is that brands no longer have market researchers have identified. to target customers. Again, location- the capital nor time to execute full- Geofencing – a technique that based geofencing comes into play fledged campaigns and gather the creates a virtual fence around a here, as research integrations can effectiveness of their results there- geographical area to detect and then trigger surveys for mobile panelists after. It’s all about iterating on the trigger relevant messages, alerts or when they’re in or around targeted run and personalizing ads to reach coupons to consumers’ mobile de- retail locations. consumers where they are. vices as they cross that “fence” – is For instance, it’s smart business one primary way market research- to target a woman out shopping at a More specific profiles ers recruit and measure panelists’ retail complex with an alert about As companies continue to refine store visitations after exposure. a 20 percent-off sale at, say, Banana their marketing approaches in this When the technology was still new Republic. While she’s already out new, pocket-sized digital age, it’s the in 2013, an article by my colleague, browsing, the likelihood that she’ll unique advertising identifiers (com- Allen Vartazarian, was published stop in and make purchases after

44 Quirk’s Marketing Research Review // August 2016 www.quirks.com seeing the location-based adver- to take campaign measurement a step influence, they’re equipped with tisement is exponentially higher. further by tying online, offline and the fullest, most up-to-date informa- How much higher? That’s precisely cross-device behavioral data together tion to more accurately target their where the OOH ad effectiveness to finally close that loop. customers, better customize direct research and time-specific mobile There is an enormous amount of consumer messaging and, most im- surveys come in. anonymous, user-level data available portantly, validate their ad campaign to market researchers today. But the impact to more efficiently plan and Not show the full picture growing dominance of mobile as a invest resources in the future. Hopefully I’ve convinced you by media platform must be considered now that including mobile-based ad and researchers should always lever- Based in Encino, Calif., Emily Tomasiewicz is manager, mobile research is a necessary venture, but age user-based attribution models products at research firm SSI, Shelton, it still might not show the full pic- when applicable. When brands and Conn. She can be reached at emily. ture. Results from marketing cam- agencies consider every source of [email protected]. paigns are gathered from a number of sources: servers; e-mail and CRM systems; cross-device solutions; media buying platforms; and third- party data providers, to name a few. Tracking IDs in the form of cookies, pixel tagging, e-mail, username, IDFAs/advertising IDs, etc., are used across these disparate sources. But each type of ID used is stored sepa- rately and is unique to its source. To elaborate on a more specific challenge, over 2.5 billion people worldwide use e-mail and nearly 4.5 billion addresses exist. When most people are using multiple accounts, the pathway back to identification might lead to a dead-end. So how do we identify the same user across all of these channels (that is, develop a user-based attribution model) without using any personally identifiable information? The answer lies in uniting all of these different tracking IDs from the same user and mapping them to a single unique ID. A single unique ID that contains every way a consumer interacted with a specific brand creates a robust consumer-level profile that not only identifies target audiences but also uncovers when and through which channel ad campaigns work best.

More engagement? Do personalized, geo-based messages get more engagement than their generic counterparts? That’s the idea these days; true mobile ad effective- ness has a lot to do with whether someone sees an ad and then walks into a store and/or buys a product. Making that connection is within reach when combining active mobile ad effectiveness with passive data already being collected elsewhere. Advanced attribution models allow us www.quirks.com August 2016 // Quirk’s Marketing Research Review 45 Experts in Health Care Research SPECIAL ADVERTISING SECTION

••• special advertising section Experts in Health Care Research

The health care industry is a large and often complicated niche. Within the health care market research industry, researchers work to focus on the many disease specialties, medical plans, patient types and much more. Health care research fi rms can provide you with the expertise needed to understand this expansive and important industry. Companies that specialize in health care research can recruit and give you access to a wide range of 3 Market Dimensions medical professionals including doctors, nurses, dentists, eye care Founded 2003 | 86 employees professionals, chiropractors and even veterinarians who can help Asif A. Khan, Managing Director deliver insight into the medical, pharmaceutical and health care Whether industry through interviews, focus groups, studies and surveys. it is health While it’s important to have expert opinions and responses when care, you’re conducting research within these industries, it is necessary patients, to also consider how you will gain access to patients. The right doctors or a B2B study health care research fi rms can help you access and collect insights (online, from patients, breaking them down by demographic as well as by telephone, their experiences with a number of illnesses and diseases, from phone- the very common to the extremely rare. Here is a list of companies to-Web, that actively promote the health care market research services they face-to-face), research provide. companies and direct clients trust one name: 3marketdimensions.com and our robust panels in the U.S., Canada and Europe. 3marketdimensions recently expanded to 2 million health care quirks.com/articles/2016/20160833.aspx and 1 million B2B panel members. We

46 Quirk’s Marketing Research Review // August 2016 www.quirks.com Experts in Health Care Research SPECIAL ADVERTISING SECTION

CarbonSix, a Shapiro+Raj company Founded 1955 | 85 employees Zain Raj, CEO

CarbonSix, a Shapiro+Raj company, is a global health care market research consultancy that guides pharmaceuti- cal and health care clients to building power- ful, sustainable brands. From early pipeline to sustaining mature brands, CarbonSix pro- vides strategic research and counsel at every are known among peers as one of the tough questions in health care, such stage of the most trusted patients panel providers, as with TruXchange® (physician/pa- product lifecycle. We have launched whether it is cancer, diabetic, heart or tient exam listening), allowing clients and accelerated growth for dozens of other chronic ailments. Additionally, to choose their targeted physicians brands, from big blockbusters to rare we have successfully undertaken eth- where exam diseases, across numerous therapeu- nic studies and hard-to-reach audience recordings are tic areas. Our multidisciplinary team surveys for the past 10 years using CATI collected. With members provide decades of special- and P2W methodologies. With seven PatientGEO® ized industry experience in research client-servicing offices, we have 34 GPS patient lo- design and execution, the behavioral languages translation, programming, cation, clients and physical sciences and business fielding expertise in-house, making us have the abil- strategy. For more information about one of the fastest growing companies in ity to research CarbonSix and its leaders go to www. market research. patients in carbon6research.com or LinkedIn at locations of www.3marketdimensions.com http://www.linkedin.com/company/ interest – MD Phone 844-777-8100 carbonsix. office, phar- macy, lab, etc. Our WebSiteTRAKKER® www.c6research.com Phone 312-321-8111 enables clients to understand where patients really go online by track- ing their Internet behavior on their Answers & Insights laptop, tablet and/or smartphone. With RarePATIENT®, with access to Market Research 4,000,000 households, we can find any Founded 2002 | 28 employees patient in the U.S. When you Need it Jeff Shelton, CEO Tomorrow, Call us TODAY! Answers & Insights is a full-service, www.answersandinsights.com vertically-integrated research firm Phone 888-815-9901 with unsurpassed recruiting for physi- cians and rare patient diseases. We offer unique methods to address the

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Creative Consumer Catalyst Healthcare Research Research Founded 1976 | 76 employees Founded 1994 | 5 employees Patricia Pratt, CEO Dan Prince, President Clarity Pharma Using both time-tested and innovative Research methods, our Founded 2008 | fewer than 100 employees seasoned team Dr. Jack R. Gallagher, Ed.D, M.Sc., CEO helps health care clients achieve Confident Change®. Our clients include health care pro- vider organiza- tions of many kinds; national and regional health plans; In 40 years, CCR has developed the and various types of suppliers to the expertise, knowledge and specific health care industry. We offer relevant experience to conduct primary market research in the health care industry. and timely insights in brand-related re- Clarity Pharma Research provides search, customer experience, product/ Our partnership approach includes custom patient-chart/treating physi- planning sessions, project design, service development, message testing cian research in the Americas, Europe, and thought leadership. Experienced project management, survey design, Asia and beyond. Our scientists have 30 programming and qualitative or in both qualitative and quantitative ap- years of experience researching phar- proaches, we recommend an approach quantitative sessions. CCR is proficient maceutical products from pre-launch in addressing customer satisfaction, suited to your specific needs. If you’re to patent expiration. We size markets tired of being just another “project” in branding awareness and usage and (epidemiology), measure patient and employee satisfaction studies. the eyes of an agency, contact Catalyst product share, track uptake, enhance Healthcare Research. www.ccrsurveys.com forecasting, describe current treatment Phone 281-240-9646 www.catalysthealthcareresearch.com patterns, gauge clinical utility, fill in Phone 615-297-6535 the gaps commonly found in second- ary or syndicated data and more. The FDA has accepted our findings to modify clinical trial development, our data have aligned with SEER and our research has withstood the scrutiny of peer-review medical journals and conferences. We bring clarity to clients’ business decisions. www.claritypharma.com Phone 864-208-0078 Fine Research Founded 2000 | 35 employees Diego Casaravilla, CEO Fine is the leading health care data collection resource in Latin America (LatAm) with offices in Brazil, Mexico, Colombia, Argentina, Chile and Uruguay. It currently hosts the largest physician online source in LatAm with over 70,000 unique past participants’ professionals, while its local custom

48 Quirk’s Marketing Research Review // August 2016 www.quirks.com Experts in Health Care Research SPECIAL ADVERTISING SECTION

teams can also reach tough groups such as national payers or rare disease patients. It is focused on servicing the largest international panels as well as dozens of middle size and large institutes. In addition to online, it also offers a set of state-of-the-art qual fa- cilities in main markets, coupled with seasoned translators, bilingual health moderators and experienced project managers. Make Fine the essential resource for pharma data collection all over LatAm. www.fi ne-research.com Phone 54-11-4896-4180

multi-disciplines of research, data science and curation, Gongos fuels a culture of learning in client organiza- tions and helps them develop strate- gic frameworks to navigate change. Gongos’ health care expertise spans commercial, individual (Exchange), Medicare/Medicaid; across insurers, hospitals, health systems, physicians and agents. Work ranges from targeted marcom strategies for diverse popu- vices, Luth creates the innovative tech- lations, to customer experience and nology and research methods required product development. for businesses to thrive. From survey www.gongos.com research to passively tracking digital Phone 248-239-2300 behavior, Luth Research blends re- Gongos Inc. search expertise with proprietary data Founded 1991 | 125 employees collection resources to offer unmatched Camille Nicita, President and CEO customer insights. Gongos Inc. is a decision intelligence www.luthresearch.com company that partners with Global Phone 619-234-5884 1000 corporations to help build the competency in making great consumer- minded decisions. Gongos brings a Luth Research consultative Founded 1977 | 200+ employees approach in Roseanne Luth, CEO developing growth strate- Luth Research has been a market re- gies propelled search leader since 1977 and continues by its clients’ in- to make groundbreaking advancements sights, analytics, in next-generation customer intelli- strategy and in- gence. Powered by ZQ Intelligence™, novation groups. which passively captures the digital Enlisting the journeys of consumers across all de-

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and support services to their end-client sionals from veterinarians to pediatric customers throughout multiple indus- pulmonologists and can get people to try sectors. tell her just about anything. Jennifer research.m3.com has an M.A. in Psychology and is a Phone 202-293-2288 ext.203 RIVA-certified Master Moderator. www.maybemarketresearch.com M3 Global Research Phone 516-459-3659 Founded 2006 | 200+ employees Roni DasGupta, President

Maybe…Market Research & Strategy Founded 2014 Jennifer Larsen, CEO Jennifer Larsen is the founder of Maybe... Market Research & Strategy Opinion Access Corp. and has Founded 1995 | 600+ employees almost 20 Jim Hoffman, CEO M3 Global Research provides the most years of Opinion Access Corp. has been provid- comprehensive and highest quality health care ing superior data collection solutions market research recruitment and sup- experi- to the marketing research industry for port services available to the global ence. She over two decades. As an NCQA certified health care industry with relationships has worked HEDIS CAHPS with over 2 million physicians in more across a vendor, we than 70 countries worldwide. M3 Global multitude specialize in Research operates an ISO 26362 certi- of disease health care fied panel with the highest quality data states (in- satisfaction collection and project management cluding rare by regularly capabilities that cover the spectrum of conditions like pulmonary arterial hy- contacting quantitative and qualitative techniques pertension and the very common, such plan mem- utilized today. M3 services incorporate as diabetes). Topic areas have included bers, medical all of the most advanced statistical and exploration of treatment algorithms, groups/ attitudinal methodologies allowing product development, device testing, offices and clients to provide world-class offerings advertising, positioning work, etc. various Jennifer has conducted research with specialty au- both patients and health care profes- diences for both B2B and B2C. Our telephone, online and mail capabilities are all driven by unsurpassed project management and a level of customer service that keeps our clients informed and well assured that projects finish on time and on budget. Coupled with our multicultural expertise spanning across all methodologies, we maximize repre- sentation for you and your client. www.opinionaccess.com Phone 718-729-2622

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Pinnacle Research Group LLC Founded 2002 | 5 employees Tanya Mingione, President/CEO Pinnacle Research Group is a think tank of educated, intelligent, forward- thinking professionals (psychologists, sociologists, marketers) who combine psychological insight and theories with real-world experience to take your re- search efforts further. Our unique ap- proach pro- Radius Global vides deeper Founded 1960 | 120 employees exploration Chip Lister, CEO, Kathy Relias, Sr. Vice President and under- standing of RCHorowitz & Co. Inc. motivations, Founded 1983 | 5 employees behavior Rob Horowitz, CEO and percep- Over the past three decades we have tions. Our philosophical approach is built a reputation as a premier focus simple: Dig deep. Leave no stone un- Custom market research group recruiting and fieldwork man- turned. Provide a fresh perspective to for global leaders. agement service for discerning clients clients. Do it all while maintaining an around the world. intense focus on quality and excellence. We specialize in www.pinnacleresearchgroup.com Radius has extensive experience work- health care and Phone 573-547-3358 ing with both Fortune 500s as well most consumer as start-ups across many health care audiences. We categories, including bio-pharmaceuti- understand the cals, device manufacturers, diagnostics dynamic needs companies, health care insurers, health of qualitative care technology, pharmaceuticals and research. Meeting PBMs. We provide clients with guidance challenging on a wide range of issues such as early- deadlines and stage positioning, generic strategies, finding creative solutions to meet managed care landscape, patient mar- your objectives are a specialty. Over keting and positioning optimization. the years we have developed a reputa- Radius is single-minded in its focus: to tion of successfully completing the grow your brand by partnering with “undoable.” We enjoy tremendous you to strategically optimize your offer- success because we recognize that we ings, identify differentiating innova- are measured one study at a time. We tions in the marketplace and deliver a have stringent quality control and a compelling customer proposition that personal commitment to the success drives business performance. of every project we accept. radius-global.com www.rchorowitz.com Phone 212-633-1100 Phone 212-779-0033

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ReRez Research Now Reckner Healthcare Founded 2002 | 10 employees Founded 1999 | 1,000+ employees Debbie Peternana, CEO Gary Laben, CEO Founded 1991 | 225 employees David Reckner, CEO ReRez specializes in online panel and We offer mixed-mode research, including dif- global pri- ficult audiences from hemophilia to mary mar- stage three and four cancers. As global ket research online specialists and methodology con- solutions sultants, we and access to offer solu- a wide range tions for all of health your needs: care payers, patients, physicians, physicians health care (national profes- Reckner Healthcare provides complete and inter- sionals, fieldwork solutions for pharmaceutical national), patients and caregivers worldwide. and medical marketing research proj- hard-to-tar- Our physicians panels and health care ects. Serving clients for more than 25 get ailments professionals panels are sourced from years, the company specializes in deliv- (hemophilia, a multimode invitation approach. Our ering access to physicians, allied health cystic fibro- panelists are verified with AMA/ME care professionals, payers, decision sis, ostomy, MS, etc.). Small studies or numbers and ranked highest in quality makers and opinion leaders across the large, if your need is simply program- and customer satisfaction. ming, online real-time reporting or just United States and the world. Reckner www.researchnow.com/healthcare/ has its own independently-maintained panel research, you can always count Phone 888-203-6245 panel and internally-designed panel on ReRez to offer fast turnaround, management system, making it one of flexible pricing and accountability to the industry’s most robust, respected deliver what we say we are going to do. health care panels. Providing fast Remember, if we can’t do it, it cannot access and easy platform linkages, be done! Reckner offers recruiting and schedul- www.rerez.com ing for qualitative and quantitative Phone 774-212-0033 health care research projects. Services include list matching, recruitment, scheduling, verbal confirmations, programming, hosting and project, segmentation and honoraria/1099 man- agement. www.recknerhealthcare.com Phone 215-822-6220

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RRU Research - Fusion Focus Founded 1975 | 33 employees Maryanne Livia, President RRU Research has been providing excellence in recruiting and project management nationwide since 1975 with you, we provide outstanding re- and unveiled cruitment and project management for its NYC any methodology. MedQuery|Advisors research connects knowledge seekers with facility, Fusion Focus, in 2013. At RRU, health care thought leaders and the Segmedica Inc. we believe our clients deserve an toughest health Founded 2004 | 24 employees experience that brings together not care recruits. Peter Simpson, CEO only the highest quality recruiting, Schlesinger Segmedica is project management and service, but Global Solutions a full-service also a visually pleasing and comfort- supports your medical and able facility experience that fuses the worldwide health care latest in technology and fine design. health care market research We believe these factors combine to give studies with company us- our clients not only the most enjoyable a dedicated ing advanced experience, but will also produce the expert contact. techniques for most valuable research results. Schlesinger re- qualitative, cently launched www.RRUresearch.com ethnographic Phone 718-222-5600 The Wall by and quantita- Schlesinger, a breakthrough solution tive studies. Our to qualitative engagement and post- unique methodologies, such as self- research synthesis. moderating research or the capturing www.schlesingerassociates.com and analysis of in-office conversations Phone 732-906-1122 between HCPs and patients, set us Schlesinger Associates apart from the rest. We are the leading Founded 1966 | 600 employees company in the field of applying the Steve Schlesinger, CEO measurable sciences of psychology, Celebrating our 50th year, Schlesinger anthropology and linguistics to health Associates is a leading data collection care market research and market company specializing in health care segmentation. Ask for a Webinar or pre- research and offering a broad range of sentation on how we can help you with qualitative and quantitative research your market research needs. solutions. Our top-rated facilities are www.segmedica.com Phone 716-754-8744 located in key markets across the U.S. and the EU. Working in partnership

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www.quirks.com August 2016 // Quirk’s Marketing Research Review 55 Asia-Pacific region. She is currently sultant and cognitive neuroscience Names of Note based out of the firm’s Singapore expert Ryan Baum to its team. office. Mauricio Vasquez and Abbey Banegas have also been ap- n Data management pointed as account executives. In and analytics solu- their respective roles, Vasquez and tions firm Annik, Banegas will be responsible for cli- Bellevue, Wash., n In Auckland, New Zealand, Mark ent development and management has engaged Kristin Lloyd has joined SSI as client and for Lightspeed GMI Luck as chief mar- business development manager for and Lightspeed All keting consultant. New Zealand as the company contin- Global. ues to expand its presence and panel n Will Krieger has Luck in the Asia-Pacific region. n Gregg Lindner been promoted to has been appointed senior vice president for client en- n Irvine, Calif., inbound market- as managing direc- gagement for Cincinnati-based REPASS ing agency SmartBug Media has hired tor of GfK MRI, New Research and Strategic Consulting. Austin Shepard as a senior inbound York. Lindner marketing consultant. n New York-based mobile marketing n U.K. not-for-profit organization firm Verve has appointed Melanie n Media, Pa., survey and research NatCen Social Research has appointed Kalemba to the newly-created post firm SSRS has appointed Chuck Gillian Prior as head of health and of senior vice president and general McCormick as its COO. biomedical surveys and Fay Sullivan manager, Verve Enterprise, effective has been appointed as head of health immediately. n Canada-based customer intelli- policy research. Prior replaces Rachel gence platform provider Vision Critical Craig, who retired earlier this year n Piscataway, N.J., research solu- has appointed Divesh Sisodraker as and Sullivan replaces Sally McManus, tions firm Azure Knowledge Corporation executive vice president of product, a who continues to work for NatCen as has appointed Ricardo Senra as vice newly-created role. research associate. president of international research services and Lise C. Dellazizzo as n Finland-based audience measure- n Stratasys Ltd., a 3-D printing and senior vice president for business ment company Verto Analytics has additive manufacturing solutions development and sales. appointed Laura Grover as vice company based in Minneapolis and president of client solutions. She will Rehovot, Israel, has named Tim n In Toronto, research technolo- be based out of the firm’s New York Bohling as its CMO. gies and consumer analytics firm City office. RealityMine has named Paul Street n Cincinnati-based business solu- as director, global research and n Illumination Research, Mason, Ohio, tions firm RDI Corporation has hired analytics. has hired Maggie Paulus as director Bridgette Chambers as CMO. of client services. n Netherlands-based Global Data n Bryan Hesse has joined Cooper Tire Collection Company (GDCC) has ap- n Warren, N.J., data collection & Rubber Company, Findlay, Ohio, as pointed Simon Glanville as manag- firm Lightspeed GMI has appointed vice president of marketing for North ing director for its newly-established Darren Magot as west region sales America tire operations. GDCC U.K. organization. vice president and Neha Jindal as regional operations lead for the n Canada-based grain marketing ser- n Westport, Conn.-based research vices firm FarmLink Marketing Solutions company Critical Mix has appointed has added Neil Townsend as a senior Jami Pulley as senior vice presi- market analyst. dent, customer development. She will be located in the newly-opened quirks.com/articles/2016/20160811.aspx n In Fresno, Calif., research firm Dallas office. FocusVision has added research con-

56 Quirk’s Marketing Research Review // August 2016 www.quirks.com n In New York, based in Los Angeles. communications and disclosure researcher GfK has services firm, has named Axel appointed Stacy n Dean Schlader has joined Lisle, Kirstetter as vice president, product Bereck as its new Ill., firm RPG Card Services as vice marketing. managing director president of retail services. of market op- n Christine Overby has joined portunities and n Steve Wagner, group president of insights company Shift*Base Research, innovation in North Experian Marketing Services, has been ap- London, as CEO. Bereck America. pointed to the board of directors for DMA, a New York-based data-driven n Atlanta-based firm Jackson Associates n New York-based marketing services marketing trade association. Research Inc. has promoted Aza company News America Marketing has Galfayan to research director for its named Angelique Bellmer Krembs n In-store digital marketing technol- Jackson Adept group in Los Angeles. as CMO, effective immediately. ogy firm Swirl Networks Inc., Boston, has appointed Dan Dmochowski n Columbia, Md., performance mar- n L’Oreal USA, New York, has ap- as chief revenue officer, Mark keting agency Merkle has appointed pointed Marc-Alexandre Risch as Marinacci as vice president, au- Michael Hemsey as president of chief retail officer, a newly-created dience development and Niall loyalty marketing solutions firm position. Fitzpatrick as vice president, ac- 500friends, a Merkle company. count management. n Warner Bros. Pictures, Burbank, Calif., has promoted Lynne Frank to n Oak Park, Ill., researcher Halverson president, international marketing Group has added Andy Knudsen, and worldwide plan- Marc Salzano and ning and operations Lisa Petitte as di- and Blair Rich to rectors of strategic []#1 Reason president, world- research. Why you want wide marketing. All Digital Rewards n MFour Mobile n MFour Mobile Research, Irvine, Research, Irvine, Calif., has hired Calif., has hired Brandon Davis and Siefker Davis We can save up Aaron Siefker as a Dennis Nguyen to 28% oFF your solutions executive as software engi- cash incentive spend and Lily Ingrassia neers for its Labs and improve your as an account execu- & Engineering tive. department. customers experience! n Media company n Columbia, Md., Time Inc., New York, performance mar- Guaranteed... orCall Today! has named Leslie keting agency Merkle Visit us at Dukker Doty as Ingrassia has appointed Azlan Nguyen alldigitalrewards.com executive vice Raj as vice presi- president, consumer marketing and dent, digital analytics. revenue. follow on n Consumer goods company Kimberly- Twitter n Jack MacKenzie has joined Clark, Dallas, has named Scott 866-551-5794 research-based consultancy Penn Usitalo as CMO. @loyaltyinsights Schoen Berland as executive vice president and will lead its Global n Merrill Corporation, a St. Paul, Media and Entertainment practice Minn., content sharing, regulated www.quirks.com August 2016 // Quirk’s Marketing Research Review 57 Francisco. Qualtrics will integrate Statwing’s point-and-click tool into n Microsoft, Redmond, Wash., has Research the Qualtrics Insight Platform in an announced that it will acquire profes- effort to make data science faster, sional network LinkedIn, Mountain Industry News easier and more accessible. View, Calif., for $196 per share in an all- cash transaction valued at $26.2 billion. n San Francisco account-based mar- LinkedIn will retain its brand, culture keting firm Demandbase has signed and independence and Jeff Weiner an agreement to acquire data science will remain CEO of LinkedIn, report- Acquisitions/transactions company Spiderbook. The addition of ing to Microsoft CEO Satya Nadella. the Spiderbook technology will allow The transaction has been unanimously n Los Angeles-based researcher LRW Demandbase to use machine learning approved by the boards of directors of (Lieberman Research Worldwide) and data science at scale to analyze both LinkedIn and Microsoft. The deal has completed the purchase of Tonic Web pages for signals that map to the is expected to close this calendar year Insight, an online insight communities keywords, interests and profiles of its and is subject to approval by LinkedIn’s firm with offices in London and New customers’ target accounts. Spiderbook shareholders, the satisfaction of certain York. The company will now be named also extends the Demandbase offering regulatory approvals and other custom- LRWTonic. This is the second in LRW’s with the technology to identify the ary closing conditions. planned series of acquisitions support- right people to target at these accounts ed with growth capital from Tailwind and recommend the right messages. n Berlin-based digital publisher Axel Capital Partners. Nick Priestley will Spiderbook employees will be joining Springer has acquired New York- continue serving as the general man- Demandbase’s team at the company’s based researcher eMarketer Inc. The ager of the company. headquarters in San Francisco. transaction allows Axel Springer to expand digital activities into the U.S. n Danbury, Conn., information and n San Mateo, Calif., engagement market and to broaden its portfolio of technology services company IMS marketing software and solutions firm paid content offerings. Axel Springer Health has acquired Canada-based Marketo Inc. has entered into a defini- will pay approximately $242 million Privacy Analytics Incorporated, a tive agreement to be acquired by pri- (approximately €213 million) for 93 provider of technology solutions for vate equity firm Vista Equity Partners percent of the shares in eMarketer. de-identifying and anonymizing in an all-cash deal for a total value of Together, eMarketer’s co-founders health care information, to extend approximately $1.79 billion. Marketo Terry Chabrowe, CEO, and Geoff its Real-World Evidence capabilities. headquarters will remain in San Mateo. Ramsey, CIO, will continue to hold Privacy Analytics’ capabilities will Closing of the deal is subject to custom- around 7 percent of the company. Both be used across IMS Health to develop ary closing conditions, including the co-founders are committed long-term approaches and enhance existing approval of Marketo shareholders and and will keep their positions. The methods for ensuring the responsible antitrust approval in the United States. transaction is subject to approval by use of anonymous health care infor- The transaction is expected to close in relevant antitrust authorities. mation. The solutions will continue the third quarter of 2016. to be offered to Privacy Analytics and n Advanced Focus, a New York IMS Health clients as an independent n In London, search marketing research company, has acquired suite of products. agency Ayima has acquired social Marketview - Tarrytown. The new media, retargeting and display adver- company will be known as Advanced n Provo, Utah, customer experience tising firm QuickThink Media. With Focus Westchester. Marketview’s software firm Qualtrics has ac- the acquisition, Ayima will increase staff, including Managing Director quired Statwing, a statistical analy- in size to almost 150 people worldwide Meredith Falvo, will join the sis software start-up based in San across five offices. Advanced Focus team.

n Research technology firm n Radnor, Pa., visual analytics firm FocusVision, Fresno, Calif., has Qlik has entered into a definitive agree- acquired Lakewood, Colo., research ment to be acquired by private equity intelligence platform 24Tru and investment firm Thoma Bravo LLC in quirks.com/articles/2016/20160812.aspx QualVu, the qualitative research and an all-cash transaction valued at ap- insight arm of 24Tru. proximately $3 billion. The agreement

58 Quirk’s Marketing Research Review // August 2016 www.quirks.com was unanimously approved by Qlik’s Bond Brand Loyalty will be able to in the brand’s Adwords account. board of directors. Qlik will maintain offer enhanced real-time marketing its corporate headquarters in Radnor, automation to support its clients’ CRM n Oslo, Norway, customer experience Pa., and will continue to service its and loyalty needs. With a real-time software solutions firm Confirmit customers led by its existing execu- connection between the Selligent and has partnered with Waltham, Mass., tive team. The proposed transaction is Synapze platforms, Bond will enable emotion recognition technology firm expected to close in the third quarter 360-degree relationship marketing Affectiva to provide market research of 2016, subject to approval by Qlik’s while streamlining communications organizations and voice of the customer shareholders and regulatory authori- across multiple channels. (VoC) programs with the personal senti- ties and the satisfaction of customary ment and behavioral insight needed closing conditions. n EXIN, a Netherlands-based inde- to understand the role of emotion pendent certification institute for in driving consumer spending and Alliances/strategic partnerships ICT professionals, has signed a stra- loyalty. Affectiva’s emotion recogni- tegic partnership with the Digital tion technology captures and measures n Los Angeles-based researcher Marketing Institute, based in Dublin. unconscious responses and unbiased SoapBoxSample has formed a stra- The partnership will allow EXIN to de- consumer reactions. The solution can tegic partnership with Wakoopa, an liver the Digital Marketing Institute’s be embedded into a Confirmit Horizons Amsterdam-based behavioral data certification program through its net- survey to enhance research or VoC company. The business alliance marks work of accredited partners. programs by analyzing a respondent’s the launch of Wakoopa Hub, a new be- reaction to videos. Respondents are havioral data marketplace. SoapBox can n MVI Marketing Ltd., a marketing transferred between the platforms for now provide digital behavior data from intelligence company for the gem, the facial emotion detection portion PC or mobile devices, helping clients jewelry and watch industries based in of the research. Emotion data is then capture a holistic view of their specific San Luis Obispo, Calif., has formed a viewed on Affectiva’s dashboard or target audience’s digital journeys. strategic partnership with Stockholm- combined with the Confirmit survey Clients can use this to build digital based research technology firm Cint to data to provide the context of other im- profiles of their consumer segments leverage Cint’s technology for obtaining portant factors. The combined solution or understand the path to purchase insights for its Millennial Discretionary can help organizations better under- with better insights than what can be Spend Research Report. MVI’s research stand customer opinion and predict provided from survey research alone. report provides its active clients in the loyalty, enhance product and service In partnership with a global network luxury goods sector with a look into offerings, improve A/B advertising con- of panel companies, Wakoopa Hub is a current market trends. MVI has also cept testing, determine media spend, way for researchers to access behavioral tapped into Cint’s insight exchange benchmark in-market campaigns and data from respondents worldwide. The platform to reach MVI’s niche target quantify attention, engagement and delivery model simplifies the purchas- audiences (professional Millennials, emotion in general. ing process, leading to broader indus- those soon to be engaged/recently try access and increased economies engaged and luxury brand purchasers) n Leger, a Canadian-owned research of scale. By lowering the barriers to for their research efforts. Through the and polling firm, has become a stra- studies that rely on behavioral data, partnership, MVI will have quicker tegic partner of Los Angeles-based Wakoopa Hub will help researchers access to profiled research respondents technology firm Passenger Inc. As a uncover digital behavior insights that for their regular omnibus and quanti- strategic partner, Leger has expanded are only possible through passive tative research studies. Over the next its offerings to include FUEL CYCLE metering approaches. In addition to few months MVI and Cint plan to work by Passenger, an online community SoapBox, launching partners include to programmatically automate their platform that helps brands engage cus- panel providers Netquest, Critical Mix, technologies via API. tomers via ongoing conversations that Respondi, OMI, YouGov, STEM/MARK, take the pulse of consumer attitudes, Majestic MRSS, Mindtake and GapFish. n Columbia, Md., performance market- behaviors and trends. ing agency Merkle has partnered with n Canada-based brand loyalty agency Google on its Customer Match Uploader Awards/rankings Bond Brand Loyalty has formed (CMU) service. Google unveiled its four a partnership with Belgium-based agency partners for the CMU product n Samsung and France-based research omnichannel marketing platform at the Google Performance Summit, company Strategir received the golden Selligent. The partnership will which took place on May 25. The launch trophy for research at the French enhance Bond’s Synapze technology of Google’s Customer Match Uploader Marketing Awards. The award is given platform with Selligent’s omnichannel allows Merkle to upload pre-hashed for the development of virtual real- engagement capabilities to deliver more Customer Match first-party data files ity shopper research, which Samsung relevant and personalized experi- to a secure, authorized API. Google conducted as part of a redevelopment ences for brands and their customers. can then proceed with the standard of the Samsung Experience Store By strengthening its loyalty solution Customer Match audience creation pro- Madeleine in Paris. Samsung worked offerings with Selligent’s platform, cess and deposit the resulting audience with Strategir to develop a shopper www.quirks.com August 2016 // Quirk’s Marketing Research Review 59 approach that uses virtual reality for n Steve August, CMO for research Experian Marketing Services, New in-store immersion to identify the technology firm FocusVision, Fresno, York, was named a Strong Performer strengths and weaknesses of the cur- Calif., was named a winner of a Bronze in the Forrester Research Inc. rent configuration of the store, product Stevie Award for Tech Innovator of May 2016 reports The Forrester presentation and demonstration videos. the Year in the 14th Annual American Wave: Cross-Channel Campaign The research compared the feelings and Business Awards. Management, Q2 2016 and The behavior of potential smartphone buy- Forrester Wave: Enterprise Marketing ers “visiting” the store with a Gear VR n Researcher Ipsos and its clients Software Suites, Q2 2016. headset with visiting the physical store were given awards in four of the eight and also to “visiting” the store via a categories at the Marketing Research New accounts/projects full-size projection. The study showed and Intelligence Association that the 360-degree tour of the store Awards during the 2016 National n Nielsen, New York, has renewed with a virtual reality helmet fa- Conference in Montreal: The “Smart contract services covering metrics vored concentration. The technology Account” project conducted by Ipsos, for all of Grand Rapids, Mich.-based encourages natural behavior on the Dine Discoveries and element54 for retailer Meijer’s 227 supercenters and part of consumers and allows them CIBC earned the Pinnacle Award for grocery stores throughout Michigan, to look where they like. Silver went Outstanding Research Project; The Best Ohio, Indiana, Illinois, Kentucky and to Kantar Worldpanel for NRJ Global Quantitative Project award, recognizing Wisconsin. With the extended agree- and bronze to Harris Interactive for a research project that used exclusively ment, Nielsen will continue its rela- Nestlé Dolce Gusto. quantitative techniques, was given to tionship with Meijer and serve as the Ipsos and Manulife for “Censydiam company’s sole provider of consumer n The Marketing Research and Segmentation;” the City of Toronto insights and analytics with an expand- Intelligence Association (MRIA) and Ipsos Public Affairs received the ed retainer of services. has named Toronto-based digital in- award for Excellence in Public Policy novation company Delvinia as the & Government for “Uber and the Taxi New companies/new divisions/ winner of MRIA’s Innovation and Industry;” and the City of Mississauga relocations/expansions Advancement in Marketing Research and Ipsos Loyalty earned the award for Award in recognition of Methodify, a Public Service Impact and/or Benefit n U.K. research agency BrainJuicer research automation platform, which for the “MiWay Customer Service has opened a new office in Australia, has turned into a business unit within Satisfaction Survey.” led by Ed Harrison as managing direc- the Delvinia group of companies. The tor. award recognizes research initiatives n Annie Pettit, VP, data quality at that exhibit a new direction for mar- Plano, Texas, firm Research Now and n Advertising agency AKA NYC, keting research work. Additionally, chief research officer at San Francisco New York, has launched Show & Tell Delvinia CEO Adam Froman was firm Peanut Labs, received the Ginny Broadway, a market research firm recognized by the Canadian Advanced Valentine Badge of Courage Award that provides insights to Broadway Technology Alliance with the Telfer at the IIeX North America confer- shows and art organizations. The firm School of Management Private Sector ence. Pettit was nominated and uses online surveys, which draw on Leadership Award. received the award for bringing at- a proprietary in-house panel of over tention to the lack of gender parity 12,000 theater, arts and culture lov- n At the MRIA 2016 National among speakers in the marketing ers, in-person focus groups and other Conference, Annie Pettit, VP, data research conference industry. tools to help shows improve branding, quality at Plano, Texas, firm Research advertising and marketing. Show & Tell Now and chief research officer at n Media company TMC has named Broadway is led by media research ana- San Francisco firm Peanut Labs, Confirmit Horizons Version 19 (V19) as lysts Janette Roush and Sam Gates and was named a Fellow of the Canadian a recipient of a 2016 CRM Excellence analyzes things like brand perception, Marketing Research and Intelligence Award, presented by CUSTOMER pricing and competition. It also tests Association. Additional honors given magazine. Released in September consumer affinity for key art, copy and to Research Now at the conference 2015, Horizons V19 is a multi-channel advertising and offers post-show senti- include the CMRP certification for software platform for customer ex- ment analysis. Jeremy Mullin and Annie Pettit perience, employee engagement and and the MRIA Award for Excellence market research programs by Oslo, n Arlington, Texas, research and Behind the Scenes, which recognizes Norway, customer experience solutions analytical consulting firm Decision efforts that enable the completion firm Confirmit. The award recog- Analyst Inc. has launched a new of research projects that do not have nized Horizons V19 for its voice of the company called Symmetric that direct client contact. This year’s customer capabilities, which enables allows research agencies and award recognized the Research Now businesses to gain value and insight companies to acquire samples Client Team’s support delivering the through customer feedback. from Decision Analyst’s consumer Shopper Intelligence Study. and business-to-business panels. n Data-driven marketing firm The panels include the American

60 Quirk’s Marketing Research Review // August 2016 www.quirks.com Consumer Opinion Worldwide quantitatively pre-test every piece Verto will use the new funds to scale its panel, Physicians Advisory Council, of creative work prior to present- services globally within the digital me- Medical Advisory Board, Technology ing ideas to clients, guaranteeing a dia, mobile app and gaming, adtech and Advisory Board and the Contractor minimum ROI against every idea. The Internet sectors and expand its global Advisory Board. Symmetric is online agency will be run by Chief Executive operations. The firm has also appointed at www.symmetricsampling.com. Rod Connors and will also be support- Ben Feder as chairman of the board and ed by an advisory board made up of Henrik Landgren of EQT Ventures as a n In Philadelphia, Savitz Research industry figures including: Richard new board member. Companies has formed a new research Holmes, CMO of Specsavers; Peter organization, SavitzConsulting LLC, Soer, Kellogg’s CMO of Europe and n Amplitude, a San Francisco-based led by Founder and CEO Jeffry Savitz, EMEA; Adrian Holmes, creative part- user behavior analytics firm, has that connects clients with market- ner, HHM; and Mark Earls, author raised a $15 million Series B invest- ing and marketing research consul- and latterly chair of global planning ment led by Battery Ventures with tants. Consultants can register for council at Ogilvy Worldwide. participation from existing investors different positions and categories Benchmark, Data Collective, Merus of products and services. Clients Research company earnings/ Capital and Quest Venture Partners. can then browse the consultants’ fi nancial news With funding from this round, resumes and hire them in any one of Amplitude says it will hire talent, four ways: hourly, for a short term n Audience measurement company fuel product development of its assignment, for a project or full-time. Verto Analytics, New York, has an- analytics platform and expand sales SavitzConsulting can be found online nounced a $16.1 million Series B fund- and marketing. Neeraj Agrawal, at www.savitzconsulting.com. ing round led by EQT Ventures. Series A general partner at Battery Ventures, leads, Conor Venture Partners and Open will join the Amplitude board of di- n U.K. research consultancy Ocean Capital, along with new inves- rectors. Amplitude has also unveiled BrainJuicer Group PLC has launched tors Vision+ (Tero Ojanperä), Finnish Pathfinder, a new analytics tool System1 - Feel More: Buy More, a cre- Industry Investment and additional that shows all of the different ways ative agency based on BrainJuicer’s angel investors also participated in users navigate through a product, behavioral science work. According the Series B round, bringing the total showing the best paths to increase to the announcement, System1 will capital raised to date to $23.9 million. conversion and retention.

www.quirks.com August 2016 // Quirk’s Marketing Research Review 61 CALENDAR OF EVENTS ••• can’t-miss activities

L&E Research will hold a ESOMAR will hold its annual www.shopperbrainconference. November 15-17 in Berlin. one-hour Webinar, titled ‘The Congress on September com/amsterdam. Visit www.esomar.org. What, When, Why and How 18-21 in New Orleans. Visit of Unobtrusive Observation,’ www.esomar.org. PMRG will hold the 2016 PMRG IIR will hold its OmniShopper on August 19 at 12:15 p.m. Institute on October 24-26 International event on CST. Visit info.leresearch. MRA will host the Corporate at the Crowne Plaza in Cherry November 15-17 at the com/unobtrusive-observation- Researchers Conference Hill, N.J. Visit www.pmrg.org. London Marriott West India webinar. on September 26-28 at Quay Hotel in London. Visit The Westin St. Francis San The Strategy Institute will marketing.knect365.com/ IQPC will hold its 5th Francisco on Union Square hold its 2nd Annual People omnishopper-intl. Annual Customer Insight and in San Francisco. Visit www. Analytics Summit Canada Analytics Summit on August marketingresearch.org. event on October 25-26 The Strategy Institute 22-24 in Austin, Texas. Visit in Toronto. Visit www. will hold its Fifth National bit.ly/1qk233M. Sawtooth Software peopleanalyticscanada.com. Summit on Data Analytics for will hold its Sawtooth Healthcare event on December The Australian Market and Software Conference 2016 Research & Results will hold 8-9 in Toronto. Visit www. Social Research Society will on September 26-30 its annual conference on healthdatasummit.com. hold its National Conference on in Park City, Utah. Visit October 26-27 at the MOC September 8-9 at the Grand sawtoothsoftware.com/ Convention Center in Munich. The MREF will be taking a Hyatt in Melbourne, Australia. training/conferences. Visit www.research-results. vision trip to Haiti to visit Visit www.amsrs.com.au. com/home/index.html. The Joseph School and other Fuller Research Group will schools on January 12-15. The 2016 Pharma CI USA hold The Weird and Wonderful The American Statistical Visit mrgivesback.org. Conference and Exhibition World of Field – Fieldwork Association will hold its will be held on September 13- Conference 2016 on October International Conference QRCA will hold its 2017 QRCA 14 at the Hilton Parsippany 13 at the London Zoo in on Questionnaire Design, Annual Conference on January Hotel in Parsippany, N.J. Visit London. Visit thewwwf.com. Development, Evaluation and 18-20 at the JW Marriott usa.pharmaciconference.com. Testing (QDET2) event on Los Angeles L.A. LIVE in Los Worldwide Business Research November 9-13 at the Hyatt Angeles. Visit www.qrca.org. The Strategy Institute will hold will hold its Mobile Shopping Regency Miami in Miami. Visit its Third Annual Digital Customer Summit 2016 on October www.amstat.org. The 2017 Pharma CI Europe Experience Strategies Summit on 17-19 at the Renaissance Conference and Exhibition September 13-14 in Chicago. Indian Wells Resort and Spa ESOMAR will hold its Global will be held on February Visit www.digitalcustomerexp.com. in Indian Wells, Calif. Visit Qualitative 2016 event on 21-22 at the Prague Marriott mobileshopping.wbresearch.com. November 13-15 in Berlin. Hotel in Prague. Visit europe. The Merlien Institute Visit www.esomar.org. pharmaciconference.com. will hold its MRMW Europe IIR will hold The Market conference on September Research Event 2016 on The Strategy Institute will To submit information on 14-15 at the Millennium October 17-20 at the Boca hold its 3rd Annual Digital your upcoming confer- Hotel Mayfair in London. Visit Raton Resort and Club in Boca Marketing for Financial Services ence or event for pos- eu.mrmw.net. Raton, Fla. Visit www.iirusa. Summit event on November sible inclusion in our com/research/event-home.xml 15-16 at the Wyndham New print and online calen- Richmond Events will host The Yorker Hotel in New York. Visit dar, e-mail Sara Cady at Market Insight Forum USA on NMSBA will hold its Shopper bit.ly/295Rh8l. [email protected]. For a September 15 at the Harvard Brain Conference - Europe Club in New York. Visit on October 20-21 at Hotel ESOMAR will hold its Big more complete list of up- us.marketinsightforum.com. Casa400 in Amsterdam. Visit Data World conference on coming events visit www. quirks.com/events.

62 Quirk’s Marketing Research Review // August 2016 www.quirks.com BIG IDEAS. REAL-WORLD SOLUTIONS. 2017

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INDEX OF ADVERTISERS This issue of Quirk’s is made possible by our valued advertisers. Their ongoing support – along with that of the other companies and organizations that market themselves on our Web site, e-newsletter and related outlets – helps us bring you Quirk’s and all of its associated resources. When you contact the organizations listed below, let them know you saw their ad in Quirk’s!

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www.quirks.com August 2016 // Quirk’s Marketing Research Review 65 ••• Conversations with BEFORE YOU GO corporate researchers 10 minutes with... Dave M.R. Mendelsohn Senior Manager, Global Marketplace Insights, Amex Insights

What aspects do you enjoy most when conducting large, global studies? Multi-part global projects appeal to me because of their intricacy and the art that’s required in fitting so many moving pieces together, changing from what initially may seem like pure chaos to a clean, logical instrument. I enjoy the wide variety of responses seen across the different countries and the challenge of tying them to a cohesive set of findings that we can use in marketing efforts or initiatives while hopefully painting a larger, more global story.

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o Of all the market segments you research, is there one that is harder to s l e get a handle on than others? d n Since starting at Amex I’ve worked primarily with merchants, so the research e M . I conduct is typically different than more straightforward consumer work. I .R often work with people running small businesses, or even giant businesses, e M Dav and finding the right person to speak with can be a challenge. But some of the biggest challenges really come from working closely with our legal team. Much of the research I currently do is externally-facing, so it ends up being highly scrutinized out of necessity, often reflecting ad law and best market- “I enjoy the wide variety ing practices to ensure everything we deliver holds up statistically and with- out any room for ambiguity.

of responses seen across the In your experience, what is the most effective way to present research results to internal business partners? I’m a firm believer in the elevator pitch – everything down to a few pages, different countries and the preferably even less. One of my mentors at Amex likes to say, “A presentation is about persuading, not informing. Informing can be done in an e-mail.” And that’s a message I take to heart whenever writing or reviewing a report. It’s challenge of tying them to a also something I try to hammer into the minds of my own students in the mar- ket research course I teach at St. John’s University. cohesive set of findings that How has your role as an adjunct professor teaching market research affected the way you look at mentorship within the MR industry? we can use in marketing It keeps me fresh in research methods and has taught me to be as concise as possible when explaining the reasons behind the research we do and the deci- sions that are made going into it. This has helped greatly with interactions efforts or initiatives while among my own business partners, who often do not have a research back- ground but have their own areas of expertise.

hopefully painting a larger, Talk about a recent win for your team at Amex and what you learned from it. Taking a multi-country project down from a 25-minute survey, running 20+ more global story.” weeks start to finish, to a 15-minute survey running under 12 weeks from launch to reporting, while maintaining the same level of depth needed to Read the full interview at quirks.com/ articles/2016/20160822.aspx. make informed business decisions and meeting ever increasing time pressures.

66 Quirk’s Marketing Research Review // August 2016 www.quirks.com

SSI Gets Mobile

It is estimated that by 2020 the number of global consumers using smartphones will exceed... 6 BILLION

How will you reach them?

*Source: TechCrunch, 2015 Learn more at surveysampling.com