It’s hard to believe, but another year has already flown by, and 2016 is coming to a close. We’ve shared a lot of exciting trends in market research over the past year, but there were a handful of blogs that, according to our readers’ reactions, stood out from the rest. You might notice a few common themes among the selection: Millennials are as popular a topic as ever, as is the subject of figuring out what features and benefits matter most to a number of tricky target audiences. Below you’ll find a quick summary of our top eight articles of 2016, and be sure to check out the rest of the blog to learn more agile research best practices to help you leverage consumer insights at the speed of business.
Aristotle, the Modern Day Marketer
Most modern day marketing professionals probably wouldn’t put their day-to-day activities in the same camp as those of storied philosopher Aristotle; but we think he would beg to differ. Over 2000 years ago, he developed what he called “the three artistic proofs” for making a clear and persuasive argument. And at a time when storytelling and emotional connection are the bread and butter of marketing narratives, these proofs can be used to develop better products with claims, packages, and ads that resonate. Read the article here.
How a Leading Pet Food Company Used Agile Research to Uncover Consumer Expectations for Pet Food Products
As an office packed with pet owners, we here at GutCheck have got a lot of love for our furry friends. So we were particularly excited when a leading pet food brand asked for our help in taking a deep dive into consumer perceptions and expectations surrounding pet food products. Using one of our many online agile research solutions, the brand’s consumer insights team was able to connect with dog and cat owners who fit a specific screening criteria, and received rich, qualitative feedback in a matter of days.
Easy, Entertaining, Effective: Apps Need to be More Than Innovative to Stand Out
Our obsession with smartphones shows no sign of slowing down, so it’s little wonder that the accompanying app marketplace is starting to feel a little crowded. Americans aren’t downloading as many apps as we used to, probably because we’ve had time to experiment and learn what features and functions we can and can’t live without. So we decided to investigate just what those qualities are among the most desirable consumers we could think of—Millennials and teens—in order to gain a better understanding of what keeps an app on users’ phones for the long haul. Read the full story here.
The Feature Factor: Car Buying & Loyalty
As anyone who’s been through the car buying process will probably agree, the research, comparison, and testing of all the models and features available to you can be…overwhelming, to say the least. It can feel like you’ll never know everything about a car until you’ve been driving for far longer than a test run; so how can car companies better market the most appealing and relevant criteria to their target audience—and hopefully foster some brand loyalty in the process? Read the article here to find out!
Millennials Are Changing—So Should the Way You Research Them
Much like the generations that have come before them, Millennials are confusing the heck out of their elders. Their unique placement in the timeline of technological advancement makes them digital natives who are open and adaptable to change; qualities that much of corporate America are lacking. This disconnect has led to a lot of theories getting thrown around about what makes Millennials tick. But Millennials are still relatively young, which means there’s still plenty of personal and behavioral change to be see, and a lot of those theories are already being challenged. To learn more about just a few of them, read the rest of the story here.
How One Major Beauty Brand Avoided a Packaging Misstep Using Agile Market Research
Unlike the category might suggest, beauty packaging must meet a lot of functional requirements beyond being aesthetically pleasing. Once it has caught the consumer’s eye, beauty packaging must demonstrate that the product inside will be effective and applicable to a diverse target audience of individuals with deeply personal definitions of “beauty.” A feat like this is hard to accomplish; but by combining the functional and emotional feedback from both quantitative and qualitative research, one major beauty brand was able to package a new cosmetic offering in a way that made consumers confident about the product and themselves. Read the article here.
Lacking Confidence in Labels: Moms Aren’t Always Convinced by Healthy Food Packaging
Walking the healthy food aisle means parsing through shelf after shelf of enthusiastic and colorful claims that this product will lead you to a happier, healthier life. But with vague terminology like “GMO-free” and “all natural” at the heart of these claims, it’s often difficult for discerning moms to figure out what actually is—and isn’t—in the food product. We asked moms about their perceptions of and habits surrounding healthy packaged foods and learned the revealing, and often differing, ways in which consumers and marketers talk about healthy living. Read more here.
The Ingredients of Good Qualitative Research
The speed and relative anonymity of online market research have been incredible boons for the practice of qualitative research. Such consumer insights allow researchers and companies alike to engage with the customer experiences that compose their brand’s story, bringing the impact and implications of your business decisions to vibrant life. But in order to conduct such research, qualitative studies must maintain a tricky balance between objectivity, stimulation, and empathy. To learn more about these three ingredients essential to cooking up an effective qualitative approach, as well as where they fit into a successful research recipe, read the full story here.
And if you still haven’t gotten your fill of market research, check out the eGuide below to learn how to maximize your study results by combining quantitative and qualitative research.