Maximizing Your Innovation Efforts With Shrinking Resources

Posted by Jon Hall on Jul 13, 2015

With today’s marketers setting aside an average 9% of their total marketing budgets for innovation, it’s clear that innovation plays an important part of brands’ marketing and research strategies. That being said, however, with many businesses tightening and cutting back on their marketing and research budgets following the Great Recession, that 9% has become less and less valuable over the past few years. As brands continue to get used to the “new normal” of today’s recovering economy, they need to be cautious with limited resources while they work to remain relevant. Tighter budgets and fewer employees are forcing innovators to think smarter and make resource-conscious changes that will allow them to accomplish more with less. In today’s ultra competitive environment, failing to move forward with disruptive innovation strategies can be a killer blow to your brand’s long-term success, but thankfully there are some cost-effective solutions to help any brand looking to innovate on a budget.

Read More

Topics: innovation, sounding boards, innovation management

Understanding the FDA's Proposed Nutrition Label Changes

Posted by Nancy Spencer on Apr 22, 2014

Several weeks ago, the FDA proposed changes to the Nutrition Facts label that we’re all so used to seeing throughout grocery store aisles. It’s been heavily discussed and we know these changes will more than likely be coming our way, so let’s understand together how to make it work.

Read More

Topics: consumer insight, sounding boards, nutritional labels

What Role Should Social Media Play in Consumer Research?

Posted by Tami Wessley on Dec 19, 2013

In our last post, How Will New Communication Norms Change Consumer Research, we took a look at how social media is substantially affecting how people communicate, from the language they use, to the time they devote to online interaction, to the manners (or lack of) they exhibit online. Our takeaway from those observations was that researchers need to consider these evolving communication norms as they design studies, recognizing that research design must constantly adapt to the changing ways people communicate, think, interact, and solve problems. Stay tuned as the best minds in our industry continue to observe and share their observations and emerging insights.

Read More

Topics: social media, research, sounding boards

Today’s Biggest Challenges to Securing Valuable Consumer Insights

Posted by Jon Hall on Aug 6, 2013

You’d think that today could be considered the golden era of marketing research, especially for consumer insights. There’s never been a time in the history of civilization when consumers have had so many ways to offer their point of view, feedback, suggestions for improvements or ideas for new products.
 

Read More

Topics: focus groups, consumer insight, sounding boards

Get Better Insights by Meeting Consumers on Their Terms

Posted by Jon Hall on Jul 17, 2013

Do you remember your first focus groups as a marketing professional? Whether they took place 5,10, 25, or 40 years ago, odds are the events were markedly similar.

Business historians generally give credit to sociologist Robert Merton who, in 1941 as associate director of the Bureau of Applied Social Research at Columbia University, conducted the first focus group. He actually called it a “focused interview,” which a few years later became a focus group. The point is that this method has been around for more than 70 years, and many good researchers continue to use focus groups in much the same way Merton did back during WWII.

Read More

Topics: focus groups, consumer insight, sounding boards