Category: research
Social Media Users More Demanding
Research from Lightspeed Research and the IAB reveals that consumers have much higher expectations of social media customer services compared to more traditional channels; a quarter of people who complain about brands through Twitter or Facebook expect a response within the hour, and around 6 percent within 10 minutes. DMA 1/18/11
Mobile Improves Shopper Experience & Sales
55% of retail associates said that 2010 holiday shoppers, driven by increasing availability of online shopping tools and mobile phone applications, were better connected to consumer information than in-store associates, according to a survey by Motorola Solutions.
The survey says that when surveyed shoppers received guidance from a retail associate armed with a handheld mobile computer, over four in 10 (43%) reported the device improved their shopping experience. Chain Store Age 1/17/11
U.S. Consumers Making More Frequent Shopping Trips But Spending Less
Continuing economic conditions, and a need to preserve cash means consumers are making more frequent shopping trips but spending less. In response, food and CPG companies are making smaller packages and changing displays. NielsenWire 1/13/11
Apple CEO Steve Jobs is taking leave of absence from the company for the second time in two years, because of a medical condition. CNN 1/17/11
Love Justin Bieber? Chances are you’ll love these brands endorsed by the Bieber: JustBeats headphones & ear buds, Proactive acne cream, One Less Lonely Girl nail polish, My World scented dog tags and wristbands, and coming soon, Justin Bieber Snack Pack Pudding. Brandweek 1/16/11
Starbucks Corp (SBUX.O) will add the Trenta, a 31 oz. size, to their cold beverage line-up in all U.S. coffee shops by May 3. Reuters 1/16/11 via HuffingtonPost.
Borders Group Inc. reportedly hopes $500 million in fresh capital can provide a bridge for the company over the next six to 12 months while it rearranges its business, enabling them to avoid bankruptcy. WSJ.com 1/15/11
Walt Disney Co will add at least 25 new and remodeled locations in North America and Europe in 2011 in the new, interactive format that first premiered in New York. The company plans to convert all 200 North American stores, 40+ locations in Japan and more than 100 outlets in Europe to the new format as part of a 5-year plan. Reuters 1/11/11
Safeway has signed Olympic figure skating champion Kristi Yamaguchi as a spokesperson for its “Lunchbox Winners” produce program. This program offers parents ideas for school lunches and snacks and supports the Fruits & Veggies—More Matters program. PromoMagazine 1/11/11
Nielsen HoldingsBV, which tracks consumer behavior ranging from what people watch on television to what they buy in stores, is aiming to raise as much as $1.7 billion in an initial public offering of common stock. The company will be listed under the symbol NLSN on the New York Stock Exchange. WSJ.com 1/10/11
Playboy Enterprises entered a definitive agreement with founder Hugh Hefner to take the company private. Heftner said the deal would give Icon Acquisition Holdings, a limited partnership Hefner controls, “the resources and flexibility to return Playboy to its unique position and to further expand our business around the world.” Adweek 1/10/11
Starbucks has dropped its name and "coffee" from its logo – the green and white female siren symbol is all that remains. Starbucks CEO Howard Schultz says "We've allowed (the siren) to come out of the circle in a way that I think gives us the freedom and flexibility to think beyond coffee. Namedevelopment.com 1/6/11
35% of U.S. adults have software applications or “apps” on their phones, yet only 24% of adults use those apps. Many adults who have apps on their phones, particularly older adults, do not use them, and 11% of cell owners are not sure if their phone is equipped with apps. But an apps culture is emerging among some cell phone users, particularly men and young adults. This 46 page report from the Pew Internet & American Life Project and Nielsen examines the current apps market.
Pew Research Center's Internet & American Life Project 9/14/10
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A study published in the May issue of the Journal of Nutrition Education and Behavior, says that online Advergames, which are a blend of interactive animation, video content and advertising, should be more closely regulated because they expose children for extended periods of time to online messages that primarily promote corporate branding and products. University of California - Davis - Health System (2010, June 4). Online games new marketing tool for unhealthy foods. ScienceDaily. Retrieved June 4, 2010
“Reverse graffiti,” the practice of “washing” corporate logos onto dirty sidewalks using stencils and high-pressure water sprayers, is increasingly being utilized by “environmentally conscious marketing agencies. NYTimes.com 6/3/2010
Coupons appeal to affluent shoppers too. A Harris Interactive survey conducted for Coupons.com found that 61% of adults with annual household incomes in excess of $100,000 had redeemed a coupon in the preceding six months; 39% had redeemed a printable online coupon in that time. PromoMagazine.com 6/2/10
A measure of the likelihood that the target audience will consider purchasing a product or service as a result of viewing an advertising campaign featuring the product or service. An example of a question utilized to elicit consider intent: The next time you are choosing a casual dining restaurant, how likely are you to consider Applebee’s?
Consideration is an important measure of brand health, and is often measured in advertising effectiveness studies. Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased consideration.
A measure of the likelihood that the target audience will purchase a product or service as a result of viewing an advertising campaign featuring the product or service. An example of a question utilized to elicit purchase intent: The next time you are choosing a casual dining restaurant, how likely are you to choose Applebee’s?
Purchase Intent is an important measure of brand health, and is often measured in advertising effectiveness studies. Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased consideration.
Purchase Intent is a key metric for analyzing the success of online or offline media spending based on ROI. “It is becoming very important because we constantly have to be able to say if investing in [certain] types of media will drive towards a response,” says an agency researcher in AdAge.
One way to increase intent to purchase is to diversify your media mix---adding print or online to TV for example,
according to a study by market researcher Advertiser Perceptions. Their research showed that consumers were more likely to express an intention to buy with multiple media across categories such as consumer electronics, apparel, automobiles, beer and toiletries.
A measure of how well the target audience is able to recall the specific messaging from an advertising campaign. An sample question: Which casual dining restaurant, if any, uses the following message in its advertising: “Welcome to the Neighborhood.” Typically the campaign message being measured is explicitly stated in all components of the campaign being measured.
Message Association is an important measure of brand health. Advertising effectiveness studies utilize a control exposed methodology to measure whether message association has increased as a result of an advertising campaign or marketing program.
A measnure of a respondent's overall opinion about a brand. A sample question to elicit the level of brand favorability would be: How would you describe your overall opinion about Applebee’s? Respondents are asked to rate their opinon on a scale similar to the following: Very favorable, somewhat favorable, neither favorable nor unfavorable, somewhat unfavorable, very unfavorable.
Advertising effectiveness studies utilize a control exposed methodology to measure whether an advertising campaign or marketing program has increased Brand Favorability.
Measures recall of a brand’s online advertising. An example of the type of question that would be utilized to elicit the level of online ad awareness: “Which of the following casual dining restaurants have you seen advertised online in the past 30 days?” Respondents would choose from a list of brands the casual dining restaurants they had seen advertised online in the past 30 days.
Online Ad Awareness is an important measure of online advertising effectiveness. Control exposed methodology is utilized to measure the level of online ad awareness.
A measure of the number of people who, when prompted, express knowledge of a brand or product.
A question to measure aided awareness for casual dining brand Applebees, for example, would be: Have you heard of the following casual dining restaurants? Survey respondents would be asked to choose from a list of brands, including Applebees, that follows the question.
Aided Awareness is an important measure of brand health, and is measured utilizing a control exposed methodology to determine advertising effectiveness.
