Posts Tagged ‘Brian Arnold’

Test Your Creative and Avoid Brand Bashing

Monday, July 25th, 2011

Even the “highly creative” ad agencies like Goodby, Silverstein and Partners still overlook a basic marketing tenant:

Test your creative before you launch it.

When you don’t,  the results can be disastrous as just what happened to an ad campaign for their client California Milk Processor Board. The core message of the microsite, featuring a guy nonetheless, was that “milk can reduce the symptoms of PMS”  and said to men “your home for PMS management”.

It caused such a firestorm amid social media that it was pulled in three days.

As research director for MSI, I can’t imagine not testing ad messaging before spending a huge amount of money behind a campaign. We always recommend testing creative to our clients so that we are confident it resonates with our target consumer and ultimately will be more successful.

Most Biased Survey Ever?

Friday, June 17th, 2011

In market research you can always find some bias. However, in a recent survey conducted by the North Korean government to find the world’s happiest nation, the top 5 were (drum roll please):

  1. China
  2. North Korea (really?)
  3. Cuba
  4. Venezuela
  5. Iran

Don’t have access the questionnaire and I don’t know what attributes they used to “rate happiness”, but I have to assume it had a cultural skew. Another interesting note, the U.S. came in dead last.

How Much Impact will Smartphones Have On Market Research?

Thursday, May 26th, 2011
If Nielsen estimates comes true, by the end of 2011, 50%+ of all mobile phone users will be smart phone users surpassing feature phone ownership for the first time.  This means about 142 million smartphone users by the end of 2011.

And according to a recent smartphone survey conducted by Prosper Mobile Insights among smartphone users on their devices, 53% say they use all functions and basically saying…it’s their life.   

So it sounds like more people just might want to engage with online surveys on their phone in the very near future vs a laptop – PC or Mac.  

Do you agree?

Curbing U.S. Oil Dependence Now a Reality?

Tuesday, April 19th, 2011

After years of effort to convince Congress that there is indeed a feasible plan in place that can significantly increase America’s energy independence, T. Boone Pickens (an oil man nonetheless) is edging closer to having the Natural Gas Act passed. 

I think this is one interesting solution that may help reduce our oil dependency.  But, the bill still needs additional support to get passed. Go to www.pickensplan.com to learn more and maybe find one real solution for a major problem that our leaders have been trying to address for more than 50 years.   

Also, after you check out the site, since I am a researcher and just curious by nature, I wanted to conduct a mini-poll to get your thoughts…

Do you think the Natural Gas Act is a winner?  Add a comment below and let me know!

Steps to Follow to Get Research Projects Off on the Right Foot

Friday, February 11th, 2011

A research project begins by defining the problem and specifying the research questions. Once the objectives have been established, a research plan is developed to meet those objectives. A solid research plan typically includes the following considerations:

- Research objectives: What are the goals of the study?

- The universe for study: Who is the target market?

- Sample: How will the target market be reached? How many people will be interviewed?

- Research questions: What questions will be asked of the respondents?

- Research method: Will the data be gathered through focus groups, an online survey, etc.?

- Data analysis: What analytical techniques will be applied? How detailed will this need to be?

- Timing and costs? How will this be affected by the research approach?

- Reporting/presentation: How will the findings be communicated? In what form should the deliverables be presented?

As with anything, a little thought and planning will save you a lot of time and headaches.

Internet Reading Habits and Market Research

Tuesday, January 11th, 2011

Due to the internet’s ability to deliver huge amounts of digital information we are reading more, but the average person’s attention span is becoming shorter.

Hmmm.

Last week I checked out a new book at my local library (after my free, advanced Excel class) titled The Shallows: What the Internet is Doing to Our Brains, by Nicholas Carr.

 

In it, the author notes that screen-based reading has emerged making skimming and scanning the dominate mode of reading. In-depth and concentrated reading is going away.

From a market research perspective, this can be looked at in a couple of ways:

–The not so good news is… the validity of certain online quantitative research surveys come into question due to straight-liners– participants who are too distracted or impatient with the time spent reading survey questions to provide thoughtful answers– a familiar problem that is usually monitored but is now a greater issue than ever before.

–The not so bad news is… the market research industry will need to adapt to this consumer behavior by fielding even more focused, less sophisticated and abbreviated surveys with clearer, more concise question structure. This is a “best practice” that isn’t always adhered to currently.

–The pretty good news is… research companies and ad agency research directors have one more reason not to let clients try and cram everything into one piece of online research.

Hybrid is the way to go– in research as well

Thursday, July 1st, 2010

Larry David drives one, utilities use wind and water to generate electricity and engineered species of plants fall under this umbrella moniker too.  And now it is becoming a common approach to market research as well. 

For the past four years (a little longer than most agencies),MSI has been approaching various consumer research projects from a mixed bag perspective…something that the industry now refers to as “hybrid” or “fused” research. So I guess you could consider MSI as being on trend or ahead of the curve. 

Basically, it is a blend of a quantitative (usually online) and qualitative methodology or technique and not as individual consecutive phases which has been the standard approach. The benefit is that you have both a projectable quantitative platform  along with the layers of qualitative that can provide greater or richer insights…combining what consumers said with why they said it. Sort of the emotion behind the numbers.

MSI has employed this approach for message testing, ad tests, naming studies and packaging tests to name just a few.  The approach yields more useful data for less money and in a shorter span of time. 

Share your thoughts on hybrid research on our blog or gain other perspectives by visiting conversations like this.

The Potential 2010 Census Mess

Wednesday, January 20th, 2010

I just read the 2010 U.S. Census research questionnaire which is made up of exactly 10 questions and was surprised to find that the most important one was left off…. Are you a U.S. Citizen? The overall objective of the census is to get as accurate a population count of the U.S. as possible. The population data will then used used as a guide to allocate over $400 billion in annual federal funds to support health care and hospitals, schools, road construction and other community projects. The data is also used to recalibrate election districts to help determine ,among other democratic processes, the number of seats your state has in the U.S. House of Representatives.

 

The big deal is by not including this question, results will be skewed and American population centers will lose their fair share of critical funding and government representation at local and state levels. On top of that Washington is spending upwards of $300 million between 10 different ad agencies to increase awareness and action to fill out this less than useful survey.

 

Your thoughts. 

www.census.gov/2010census

Health Care Reform Quiz – Answers Posted

Tuesday, January 5th, 2010

If you want to see how you did on the Health Care Reform I.Q. quiz – check out my previous post, I highlighted the answers.  Enjoy!

What is Your Health Care Reform I.Q.

Friday, December 18th, 2009

What is Your Health Care Reform I.Q.

As the U.S. Congress gets closer (or further away) to passing a health care reform bill, we thought it would be interesting and fun to post a brief quiz asking fellow bloggers what they know or don’t know about the politics, people and numbers associated with this contentious issue. Feel free to post your answers to the quiz in the comments section. 

Answers will be posted January 4, 2010.

1.) As of December 15, what percent of the U.S. voting population think the health care bill, in its current form, is a bad idea?

 

a.) 73%

b.) 12%

c.) 47%

d.) 26%

 

2.) Which living U.S. politician is the lead author of the health care reform bill?

 

a.) Al Franken

b.) Nancy Pelosi

c.) Joe Lieberman

d.) Max Baucus

e.) None of the above

 

3.) The estimated number of U.S. citizens currently not covered by any form of health insurance is about 46 million. What percent of the U.S. population does this represent?

 

a.) 35%

b.) 51%

c.) 15%

d.) 28%

 

4.) In what year did the first national political discussion for universal health coverage for U.S. citizens take place? 

 

a.) 1946

b.) 1994

c.) 1915

d.) 1932

 

5.) By all measures, who do you think will benefit most if the health care reform bill passes?

 

a.) Members of the House and Senate

b.) Socialists

c.) Insurance companies

d.) People of the U.S.

 

 

6.) Of the following politicians, who is regarded as the modern age leader of health care reform?

 

a.) Bill Clinton

b.) Franklin D. Roosevelt

c.) Ted Kennedy

d.) Harry S. Truman

Also, here are some Web sites where I found information on Health Care Reform:

www.newyorker.com

www.examiner.com

www.nbc/wsj/healthcarepoll.com