29
Mar

SPOTLIGHT: ADDING NEW STRATEGIC PERSPECTIVE TO AN EXISTING TRACKER

Posted by: John Capps in: Blog , knowledge , market research , marketing , Media No Comments on SPOTLIGHT: ADDING NEW STRATEGIC PERSPECTIVE TO AN EXISTING TRACKER

As companies strive to return and adapt to ‘normal’ in 2021, to stay relevant and competitive, it is important to understand one’s market position and consumers’ everchanging attitudes and behaviors. Pinpointing consumer sentiment helps gauge success of marketing initiatives and optimize future efforts.

A key tool to monitor a company’s position and performance is strategic tracking research. This case study highlights W5’s role in assisting a destination marketing organization understand consumer opinions related to travel and vacationing and gauge the likability and impact of advertising campaigns.

CLIENT ASK

A successful U.S.-based destination marketing organization partnered with W5 to overhaul an existing brand and advertising tracking study, fielding two waves per year in four countries. After years of tracker stagnation, the client sought a fresh and strategically focused perspective, maintaining analysis of key metrics but adding insight.

APPROACH

First, W5 collaborated with the client to update and modernize the existing tracker. W5 then conducted separate waves of mobile-optimized online survey research to engage robust samples of traveler and gen pop audiences in each country to gauge their consideration and perceptions of the client’s destination/brand. Additionally, recent exposure and recall of client advertising was assessed to reflect the efficacy of their multi-channel advertising campaign.

RESULTS

Results from each target audience were analyzed to inform strategic conclusions and actionable recommendations for client advertising. Insights around the client’s traditional and digital advertising tactics were critical in guiding marketing focus, decisions, and budgets for the next year. Additional ROI modeling communicated the impact of advertising investment on destination/brand awareness and consideration each wave.

To learn more about W5’s approach to Strategic Tracking, download our white paper.

26
Mar

The Future of In-Person Qualitative Research

Posted by: Martin Molloy in: knowledge , market research No Comments on The Future of In-Person Qualitative Research

Despite its shortcomings, we’re all thankful for online qualitative as it has helped the industry get through the worst of the pandemic. I’ve been thinking about how we will conduct in-person qualitative later this year and into next year. While facilities are doing a good job of making it as safe as possible, one factor that hasn’t been talked about extensively is how participants will feel about it.

A lot of this comes down to their beliefs, risk tolerance, and willingness to sit with strangers in various environments. While I don’t have a clear timeline (a lot of that will depend on the continuing vaccine roll out), I do believe we will see a progression of sorts for how willingly consumers will engage with research teams in various environments.

  • Travel: For moderators and research teams, a lot will depend on their willingness to travel. I also suspect extra time may be needed to get from point A to B given airlines are likely to have fewer flights.
  • In-Store Research: This may be the first type of in-person research to return. People have been shopping throughout the pandemic and as the weather improves, may be willing to make quick trips with a moderator and complete their conversation outdoors. While not perfect, it will allow participants and ethnographers to snap photos, take quick videos, see practical examples of pain points, and go in-depth in socially safe, outdoor environments.
  • In-Depth Interviews: Two people in a large room with plenty of space. While moderators may need to shorten guides, as more people are vaccinated and feel safer sharing indoor space, the traditional IDI may work for many people. While much of this approach can be replicated via videoconferencing, for taste tests, concept tests, etc. this approach may get in-person, tactile experiences back.
  • Small Groups: As group discussions become a possibility, people may be willing to participate in small (2-3 individuals and a moderator) group discussions provided the facility has a large room. One thing lost in videoconferencing is the ability to read body language, conduct creative exercises, and collaborate.
  • Larger Groups: In the long run, larger groups will come back. During this next transitionary period, follow some of the rules of smaller groups: recruit fewer individuals, use larger spaces, and keep the discussion tight. It’s still qualitative research, so the numbers don’t matter as much as the quality of stories. When in doubt, make up for smaller group sizes with additional groups to round out research.
  • In-Home Sessions: This past year the home has become a safe zone and it may stay that way for some time. In-home sessions are likely best suited for online and virtual visits in the near future. When people do feel comfortable allowing people into their homes, go with purpose. Keep the sessions shorter (think 60 minutes versus 120 or more), smaller teams (two researchers instead of a gaggle of researchers/clients), use homework to prepare people to show you what you want to see, and stage as much outside or in larger spaces within the home as possible.

Some things to keep in mind when designing in-person research in the near future:

  • Keep research teams small. I don’t believe in the post-Covid era people will want to be around larger client teams. Best case it will likely be two from the research/moderation team and one client observing. Intimacy is key.
  • Keep research focused. Participants are going to expect to be in and out of in-person sessions as soon as possible and expect you to keep to the length used during recruitment.
  • All of this comes with a caveat. Consumers in different states will behave differently. Know the climate on the ground before you adopt a one-size-fits-all approach to in-person qualitative. States like Texas or Florida may be ready for it before New York or California. A hybrid approach may be important depending on the study’s objectives and insight needs.
  • Also consider consumer health concerns. Will you or your facility require proof of vaccination, wellness checks, etc.? Will you have extra masks on hand in case they’re needed? Do you lay out ground rules regarding masks, social distancing, and other health methods as part of the invite? Planning for those contingencies will be an important, additional step.
  • Speaking of one-size-fits-all, in person and virtual each have their strengths and challenges worth considering. Figure out what your objectives demand and adapt to collect the insights you need.
  • Be adaptable. Leave time for rescheduling, cancellations, loosening quotas, etc. when you’re on the road. People will have things come up based on how the world is. Don’t expect perfection.
  • Consumer research is going to be more important than ever in the next few years. Behavior will not revert to pre-Covid patterns. Even if people feel invincible, many of the changes they’ve made are likely here to stay. There will be more working from home with more demand for convenience (delivery, curbside pick-up, free shipping, enhanced ecommerce, etc.). Understanding these lifestyle changes will be important both in terms of a study’s logistics and the research objectives themselves.

Finally, we may need to be more transparent to convince people to participate. Letting them know the exact time commitment, how many people will join them, vaccination/health status, any activities, etc. ahead of time will encourage better show rates and participation.

In-person qualitative research is coming back, and while it may look different sometimes, it still has its purpose. As situations continue to evolve, we here at W5 will keep thinking about in-person qualitative research and the opportunities and challenges it will face.

11
Mar

The Value of Relationships

Posted by: Sonja Hodgson in: Blog , branding , culture , emerging technology , internet , market research , marketing , social networking , technology , web innovation 1 Comment on The Value of Relationships

Twitch.TV is a streaming platform popular among the wider videogaming community since 2011. Twitch has not only made the insular world of eSports easily accessible to a larger audience but has opened the possibilities for professional gamers to stream their content, get paid for it (via sponsorships or donations from their fan base), and connect with their viewers in real-time. Major brands from Lenovo to Cadillac have sponsored content on the site for marketing.

The platform was featured in Marketing Dive last month for its plan to diversify its gamer-centric content to include a wider array of live-streamed content, such as concerts, travel, and cooking classes. While Twitch has been slowly growing its variety of available content over the years, this new push in diversifying the platform seeks to bring more opportunities for consumers and sponsored brands, alike.

Curious about what game-loving Twitch viewers might think of this, I asked an avid Twitch viewer and gamer in his 30s what he feels about the change in direction. In his view, “Twitch’s innovation has never been about games, it’s been about the chat.” Ever the anthropologist, I saw an opportunity to gain insight and probed for more. He described the draw for many Twitch users is not the platform’s streaming content it’s the relationships built with the community and the streamer in the chat box on the channel. He explained further the pleasant experience spectators have at live events becomes amplified by the ability to not only relate with everyone in the audience at the same time, but also achieve a sense of community with the performer. “That’s what’s important about Twitch to me is the chat and the community that’s built around watching things together,” he says. “It’s about seeing everyone’s reactions.”

Our February Theme of the Month** at W5 discussed RELATIONSHIPS. We discussed the construct of relationships, the various types of relationships in our lives, and how the ways we relate to others make up a significant part of our individual and collective identities. Reflecting on this theme, I see how important relationships are to consumers on Twitch and how valuable it is for brands to remember this point in their marketing strategies. A 2018 ethnography by Nicole Suganuma explored the value of relationships on Twitch.TV through the social and economic capital built and exchanged on the platform. In fact, Suganuma found that even streamers were more drawn to stream by the social capital built by relationships with others online than the economic rewards.

While both Suganuma and the gamer mentioned the various consequences having a closer relationship between streamer and viewer can have (i.e., harassment, trolling, heckling, etc.), both sources acknowledge there is great potential in convening so many like-minded individuals in one virtual place. Brands can do well to keep this in mind in their efforts to appeal to the ever-expanding community on Twitch.TV.

** November’s Theme of the Month post on EMPATHY, Exercising Empathy from All Angles

** September’s Theme of the Month post on MOTIVATION, Embracing Cultural Adaptability

Sources for this blog include an informal one-on-one interview as well as:

05
Mar

Spotlight: Connecting with Consumer Voices through Online Qualitative Research Solutions

Posted by: Megan Giedraitis in: knowledge , market research , technology , web innovation No Comments on Spotlight: Connecting with Consumer Voices through Online Qualitative Research Solutions

Despite COVID’s impact on the ability to conduct in-person qualitative research, leveraging online methodologies enables researchers to engage consumers safely while maintaining a strong focus on collecting meaningful data-driven insights.

While digital-based qualitative research approaches began long before the pandemic, here are a few advantages W5’ers have observed during this necessary shift to online research that can benefit your research in the current and post-pandemic world:

  • Wide Reach: Reaching niche audiences through remote participation allows researchers to connect with diverse consumers from a variety of backgrounds including life experiences/stages, social class, ethnicity, family composition, personal beliefs, or value systems from across the country and achieve a deeper understanding of their perspectives and dispositions.
  • Careful Consideration: Insights collected over several days provides consumers more time to contribute thoughtful responses in online discussions, digital diaries, ‘homework’ assignments, and creative activities. Participants can return to complete activities at their leisure or even return to their posted response and elaborate for a richer, deeper take.
  • In-the-Moment Insights: Private mobile ethnography elicits honest real-life experiences and feedback from consumers―capturing experiences with pet owners as they walk or feed their animals, talking to moms after completing their kids’ bedtime routines, or chatting with college students as they make an afternoon snack. Connecting in the moment is key to online research.
  • Efficient Tech Tools: New technology provides opportunities to “read” participants’ emotions via AI or count the number of times a specific word is mentioned in the response. Some technology even incorporates polling, blending qualitative and quantitative research for a more holistic review of the research subject. Ultimately, these tools allow researchers to be nimbler in their analysis, resulting in better results.

The case study below highlights how W5 leveraged online qualitative research techniques to capture the consumer’s mindset in an agile, but empathetic way:  

BACKGROUND

The publisher of a leading parenting magazine sought to understand the impact of shifts in the cultural and media landscape on content expectations and needs for moms of young children. Primary qualitative research revealed a strong desire for authentic, inclusive, and non-judgmental content that showcased all aspects of women’s lives, not just their role as a parent.

APPROACH

W5 conducted a two-phase research study to holistically explore moms’ realities, including their parenting experiences, personal goals, and reactions to current lifestyle and parenting media content. Online diaries allowed W5 and the client to examine moms’ diverse roles in the spheres of family, social, and career, as well as identify common sources of media turned to for advice and inspiration. This phase also illuminated moms’ pain points and needs for their personal wellbeing.

Next, W5 conducted virtual focus groups to share and evaluate content in client and competitor publications and uncover how best to support their target audience with a focus on Millennial Moms. Throughout the engagement, W5 led the client in a series of empathy activities to engage them in the research process and deepen their connection with magazine readers.

RESULTS

W5 provided the client with a content strategy roadmap, including specific direction on content and tone for immediate implication as well as a series of ideas for long-term rollout and development. Debriefing and client-based co-creation exercises conducted throughout the engagement served as a springboard for brainstorming immediately after the completion of each research phase.

Interested in learning more about W5’s range of digital research offerings? Get in touch here.

03
Mar

One More Thing Making You Tired

Posted by: Martin Molloy in: internet , knowledge , study , technology No Comments on One More Thing Making You Tired

There have been numerous studies, articles, experts, etc. decrying the events of the past year and change in general as being difficult or damaging to mental health. People have more anxiety regarding their health, finances, kids’ school, and more. I heard an expert also say that we’re making far more decisions than we realize. Simple trips to the store that used to be routine have added factors such as evaluating crowd sizes, mask adherence, necessity, remembering one’s own protective gear, and so on. As such, people are tired (and collectively not sleeping well).

Two recent articles, one by Psychiatric Time and one by BBC, suggest one of the tools we’ve been using to increase interpersonal connection is also highly contributing to a sense of fatigue and stress: the videocall. Despite the benefits they have provided (enhancing communications, providing more structure and engagement in many meetings, allowing us to “travel” without having to go anywhere, and keeping the world going), videocalls may be also having adverse effects because of how often we’re using them.

Videocalls are disrupting our brains and their ability to process information in many ways from social factors to actual neuropsychological ones. Everything from constant eye contact, to technology issues, to disruptions in the brain’s reward system are contributing to what many are calling Zoom fatigue.

Photo by Gabriel Benois on Unsplash

These factors, combined with the idea that many find videocalls compulsory or intrusive may be contributing to our sense of collective exhaustion and may be doing more to disconnect us from one another than actually strengthen bonds between people.

What do social and neuroscience experts suggest to keep them effective while not taxing our brains?

  • Have more camera-optional meetings: Reduce the number of senses they need to use and the feeling that they are on display constantly
  • Actually catch up on meetings: Take the time to see how people are doing and engage in old-fashioned social conversations
  • Change the angle: Put your screen off to the side to help you concentrate on one thing at a time, no need to always stare into the camera. This also lessens the impact of our brain trying to make constant eye contact (which requires more effort than we realize)
  • Accept flaws: The technology is not perfect. Accept the flaws and don’t allow delays in audio, video glitches, etc. to be a big deal. Reduce the pressure

While videoconferencing has been helpful, it’s not a perfect replacement for in-person, social interaction. As the world settles into a new routine, maybe we can adopt a hybrid model that doesn’t require non-stop video calls (we seemed to do ok with phone conferences in the past).

https://www.psychiatrictimes.com/view/psychological-exploration-zoom-fatigue
https://www.bbc.com/worklife/article/20200421-why-zoom-video-chats-are-so-exhausting
08
Feb

Key Themes in Super Bowl LV Advertising

Posted by: Kana Feng in: advertising , branding , culture , knowledge , marketing , Media , study No Comments on Key Themes in Super Bowl LV Advertising

Though many of us stayed home this year, excitement for the Super Bowl was as present as ever! As a market researcher who partners with advertising agencies day-to-day, Superbowl ads are something I look forward.

In a recent study, 55% of consumers indicated their main reason for watching ads is ”for a laugh.” This is understandable especially considering the year we’ve all experienced, and many ads achieved this.

However, it’s important to note Super Bowl ad space has been a platform for many brands to share their values and this year was no different.

In fact, because so many events took place this past year, it may be a good idea to focus on themes that jumped to the forefront. Here are just a handful of ads grouped into prominent themes:

*Brands listed alphabetically within each theme

Sustainability and the Environment:

From agricultural practices, reducing food waste, and taking important steps for the future of the planet, these brands introduced their views on sustainable practices and protecting the environment:

Chipotle “Can a Burrito Change the World?”

GM “No Way, Norway” (Honorable Mention: Audi Norge’s response)

Hellman’s “Fairy God-Mayo”

Supporting Local Businesses:

Delivery services took the opportunity to highlight their services that support local businesses:

Door Dash “The Neighborhood”

Uber Eats “Wayne’s World & Cardi B’s Shameless Manipulation”

Connectedness and Unity:

Some brands emphasized the beauty and need for connection and unity at a time when people are literally and figuratively separated:

Anheuser-Busch “Let’s Grab A Beer”

Jeep “The Middle”

Representation:

From a diverse group of celebrities (Tracy Morgan, Awkwafina, Cardi B, Dan Levy, and Michael B. Jordan), a Paralympic athlete (Jessica Long in Toyota’s ad), to the realities and interests of everyday Americans (e.g., Huggies, Indeed, Verizon, Anheuser-Busch, etc.), representation was an understated but important theme. As someone who has felt more seen by brands these past few years (shoutout to Etsy’s holiday ad!), this is a welcome trend I hope to see in the months and years to come. 😊

What were your favorite Super Bowl ads this year? Did you see any other important themes and trends? Let us know in the comments!

26
Jan

2020 At-A-Glance

Posted by: Amy Castelda in: advertising , emerging technology , study No Comments on 2020 At-A-Glance

We want to take a moment and reflect on what we were up to last year at W5 with hopes our solutions might inspire research ideas for you and your team in 2021. Here is a glimpse at some of the highlights:

  • A home durable manufacturer sought insights to influence UX strategies and support launch of a new DTC brand. W5’s research identified best-in-class eCommerce examples and prioritized consumer expectations to inform the optimal UX consumer experience.

  • Conducted a segmentation to identify the core behavioral, attitudinal, and psychographic factors that distinguish beverage consumers. Six months later, W5 fielded a Segmentation Pulse Check, tracking key segment classification and category behaviors to ensure stability of the segments, refreshing cluster analysis to reflect marketplace shifts.

  • A popular noodle brand wanted to identify the target audience for a new product, including who they are, how they think, and what they are looking for on shelf. W5 provided a demographic and psychographic profile of the newly identified audience to create a roadmap for a positioning and media buy strategy. 

  • To ensure a healthcare system’s brand tracker remained relevant as the landscape shifted, W5 conducted a workshop to identify new areas of interest, market concerns, and hypothesized changes in consumers’ attitudes and behaviors to refresh the tracking survey, enabling ongoing monitoring of these new strategic areas, in addition to tracking of traditional brand metrics.
  • Recognizing an opportunity to innovate their product line of to-go containers given rapid changes in the foodservice sector due to COVID-19, W5 partnered with a leading container brand to conduct a concept screen to identify top concepts to pursue, followed by an ideation session to guide refinement of winning concepts prior to production.

We look forward to seeing what 2021 has in store as we continue to help brand and their agencies navigate market and behavioral change. If nothing else, it sure is an interesting time to be in marketing research!

04
Jan

How Will History View The Near Future

Posted by: Martin Molloy in: culture , emerging technology , knowledge , marketing No Comments on How Will History View The Near Future

I was cleaning out my office and found an article I clipped out from the New York Times in 2010. On September 13, 2010 Douglas Coupland (the author who coined the phrase Gen X) published a dictionary of the near future. He said, “the thing about the future is that it never feels the way we thought it would.”

Given how 2020 was so concentrated with events and new language, I thought it was interesting to look back on how, ten years ago, Coupland was thinking about the near future. Given we have new terms from 2020 like new normal, BLM, contract tracing, Doomscrolling (a personal favorite), Pod, Virtual Happy Hour (or virtual anything), Zooming, etc. I was reading the article thinking which of his ideas are still with us.

Some things that seem especially pertinent to today include:

Frankentime: What time feels like when you realize that most of your life is spent working with and around a computer and internet.

Interruption-Driven Memory: We remember only red traffic lights, never the green ones. The green ones keep us in the flow, the red ones interrupt and annoy us.

Blank-Collar Workers: Formerly middle-class workers who will never be middle class again and who will never come to terms with that.

Post-Human: Whatever it is that we become next.

The last one seems very relevant for today. With the New Year we cannot lament about this year any longer, it’s stretched into a period of time or a brief era, straddling two years. Given the concentrated series of changes people have gone through, I’m curious to see:

What we embrace and do more of…

What we leave behind to never do again…

What new things we keep around a while…

As interesting as 2020 was, it feels like 2021 and 2022 will be more transformative for people as we change how we entertain ourselves, cope, shop, interact with each other, interact with brands, etc. Instead of being a reaction to a crisis the next one to two years will present more of an opportunity to carve a new path based on new choices, old choices, and the reality of a changed economy and world.

By the way, if you want to look back on words that you will never want to hear again in a year or two, the NYT published a list of those too, which you can find here.

22
Dec

Happy Holidays!

Posted by: Amy Castelda in: Uncategorized No Comments on Happy Holidays!

We extend our warmest wishes for the Holiday Season to our clients, vendors, colleagues, and friends!

23
Nov

Exercising Empathy From All Angles

Posted by: Megan Giedraitis in: culture , market research No Comments on Exercising Empathy From All Angles

To understand the needs and motivations of consumers, empathy is an oft-used term in the market research industry. While it feels it gets tossed around frequently, it is important to look at empathy from different perspectives. The ability to relate to others is essential in learning how people think and behave which helps businesses more clearly understand their consumers and identify their needs. To cultivate this human-centered mindset, we believe in collaborative approaches to elevate the voice of the consumer while focusing on the research objectives on the table.

Theme of the Month

For November’s Theme of the Month meeting, W5er’s got together virtually to share stories about a resonant topic followed by key takeaways and action steps based on various learning resources. This month we dove into EMPATHY.

Here’s a few strategies we learned for building and integrating an empathetic mindset in our personal and professional lives:

Be Present

Colleen Stanley, president and Chief Sales Officer of SalesLeadership, Inc., highlights the importance of forming a true connection with others in this webcast.She offers the simple act of turning off your notifications to pay attention to what’s before you and illustrates the value of taking off your shoes to see the world from another perspective. By staying present and focused, “you’ll build influence and trust,” Stanley says.

To keep the conversation elevated as market researchers, we can:    

  • Practice active listening – Improve communication skills by practicing active listening to stay engaged in conversations

Broaden Your Tribes

In this episode of NPR’s Hidden Brain, You 2.0: Empathy Gym, psychologist Jamil Zaki describes empathy, not as a fixed trait, but rather a muscle we need to exercise. He explains how empathy allows us to look outwards but also encourages association with groups similar to us. If we recognize our narrow-mindedness we can broaden our tribe and embrace a shared human experience.

One way to increase empathy is to welcome experiences promoting immersion to understand others’ lives.  One approach W5 takes to embrace new points of view and push outside our “bubble” is:

  • Volunteering for a Cause – Become engaged in interesting interactions and get involved in experiences outside our comfort zone by volunteering for a meaningful cause

Acknowledge Others

In this TED talk series, An Ode to Unsung Heroes, speakers share stories honoring those devoted to taking care of our communities. From lunch ladies, to librarians, to trash collectors, these workers are the backbone for essential societal structures. Throughout the talk, speakers reveal the power of gratitude for these largely unnoticed roles and practical ways to cultivate empathy for others.

To acknowledge other human conditions in research, we can:

  • Understand Impact – Be mindful of the unique risk factors and impact COVID-19 has had on others while listening to understand their story

Dive Into Fiction

While plenty of self-help books offer advice on creating that empathetic edge, research suggests that reading literary fiction is associated with improvements on Theory of Mind tests, a common psychological measure for empathy and understanding. You can become transported into a character’s mind while going through a war, traveling as an immigrant, or living in poverty.

Here’s some of W5’s favorite fiction titles to improve empathy:

Early Insights

If you have ever seen children’s TV shows, you are familiar with the flashing colors and exaggerated sound effects. These perky programs are much more than entertainment for kids (and torture for parents). Themes of kindness and caring for others has always been present in kids’ shows, but recently there has been a steady increase in empathetic programming.

Inspired by kid-focused narratives depicting a world of friendship, positivity, and courage, we hope to:

  • Keep It Light – Associate empathy with feelings of warmth as well as a motivation to improve one’s condition rather than experiencing suffering

We believe great research starts with asking questions and creating connections to understand different viewpoints and life experiences. What does empathy look like for your team? Share your strategies with us in the comments below.

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