Micro-Moments and Branding | GreenBook

As technology continues to evolve and improve, how we live our lives is also constantly changing. And because we live in a consumer-orientated society, new technologies are assuming a greater role in how we buy and consume goods and services, creating a new paradigm in the process.

In the “old days,” long before the internet and smartphones, the yellow pages, TV ads, and print media were the standard means by which consumers learned about products, but today’s tech-savvy consumers do their own research in a series of “micro-moments” that work in a circular process. Successful brands that understand these micro-moments and how they relate to their consumers are poised for even greater success as smartphones improve and wi-fi continues to expand.

The term “micro-moment” was first coined in a 2011 e-book written by Jim Lecinski and published by Google, titled, Winning in the Zero Moment of Truth. The book

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How to Maximize Insight Value

When 95% of new products fail, there are no excuses for guessing what your customers want. In times of financial turmoil, businesses and consumers are more modest when spending. And as brands reassess budgets in light of economic hardship, many may look to how they can optimize their insight solution.

But there are two things brands must have in mind when re-evaluating their budgets.

Firstly, insight is invaluable. More so than ever as customers are shying away from spending. Living in these liquid times, it’s never been so crucial to understand why, how, and what your target audience is shopping for.

Secondly, research doesn’t need to break the bank. It should make you money in the long run. According to this Forbes article, ‘to fully understand customer practices, attitudes, and sentiments, and gain inspiration for innovation and marketing, it pays to conduct qualitative and quantitative research.’

So how can

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The Insights Lighthouse | GreenBook

In my career I have had the privilege of establishing an insights function from scratch twice, once for an Asia Pacific regional footprint in an established large global organization, and more recently in a young Singapore-based business.

These two experiences have been quite some years apart, so it has been interesting to reflect on the changes in the nature of the work, the skills needed in an insights team, the technology available for our work and the challenges faced by insights practitioners.

A lot has changed, however one thing that I feel is persistent is the challenge of really achieving “insights to action” and leveraging the cumulative value of insights work.

A phrase that regularly pops up on process frameworks, job descriptions, and roadmaps, “insights to action” refers to the shift that we expect to take place when decisions and actions are taken as the result of providing a new

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How to Secure Budget for Your Insights Engine

One of the best investments any company striving to be more customer-centric can make is an insights engine.

A Harvard Business Review article describes insights engines as market research groups with a “fundamentally strategic role,” responsible for distilling insights that “enable transformational actions” for their organizations. We’ve defined an insights engine as “a combination of the right people, technology, and processes to increase the accessibility and visibility of insights, ultimately empowering stakeholders to make customer-centric decisions.”

In both definitions, the key is that research groups must be distilling and distributing insights in ways that drive meaningful business decisions. And that means organizations shouldn’t just be investing in conducting or commissioning research, but in ensuring the resulting insights are packaged, shared, and preserved in ways that maximize their value.

Implementing an insights management platform, which centralizes insights and makes them easily accessible to stakeholders, is often one of the first steps

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The Market Research Industry’s Year in Review

Editor’s Note: Usually to end the year we post predictions from a variety of industry leaders. However, this year we decided to take a different tack and sit down with one of the true seers of the insights industry: Simon Chadwick, and to dive deep into a conversation on what the trends we saw play out in 2022 might mean for what we’ll see in 2023.

The full conversation can be found on the GreenBook Podcast, but for those who want a quick summary of the major ideas we experimented with the AI system ChatGPT to high points. Not only was the core interview fantastic, but the quality of the summary from the AI system is mind-blowingly good as well. Perhaps 2023 will be the year of AI? We shall see …

As the year 2022 comes to a close, it’s a good time to look back at the

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Catch Me If You Can: Why Objectively Defining Survey Data Quality is Our Biggest Challenge

In the insights industry, experts have described 2022 as the Year of Data Quality. There is no doubt that it has been a hot topic of discussion and debates throughout the year. However, we find common ground where most agree there is no silver bullet to address data quality issues in surveys.

As the Swiss cheese model suggests, to have the best chance of preventing survey fraud and poor data quality we need to approach the problem by thinking of it in terms of layers of protection that are implemented throughout the research process.

To this end, the Insights Association Data Integrity Initiative Council has published a hands-on toolkit. It includes a Checks of Integrity Framework with concrete data integrity measures. This is essential to all phases of survey research: pre-survey, in-survey, and post-survey.

The biggest challenge yet remains: objectively defining data quality

What constitutes good data quality remains nebulous.

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Insights from Psychology: Implicit Vocabulary

System 1. System 2. Implicit. Explicit. Attitudes. Decisions. These words are all the buzz in the market research industry as theories of the mind from behavioral science become more accessible and the desire for data-driven decision-making in business stays strong. Adopting these complex theories of how the mind and behavior influence one another can prove to be overwhelming to individuals without a background in psychological science, and often these terms become confused with one another.

It is not uncommon to see the phrase “System 1/implicit research” in articles and marketing materials, giving the impression that these two terms are synonymous. But are they?

Implicit and explicit attitudes

To begin, it’s important to mention that in the field of psychological science, the term “attitude” has a very narrow definition compared to how we may use it in our day-to-day life. Colloquially, “attitude” is often thought of as a point of view

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It is Time to Quit the Mobile Sampling Skepticism

Today’s consumers are overflowed with product choices, constantly pinging smartphones, and that pot of pasta that is about to boil over. It’s your life and it is mine – and this affects your opportunity to research Fast-moving Consumer Goods (FMCG) consumers. They have no time for being an online panel member, nor do they feel motivated to.

” FMCG buying decisions are low-involvement in nature, and it takes a high level of engagement to sign up to be a member of a panel.”

And they shouldn’t: FMCG buying decisions are low-involvement in nature, and it takes a high level of engagement to sign up to be a member of a panel. CO-RO is an FMCG brand, and we want our respondents to be fresh, unbiased and both low- and highly-involved to get insights matching reality.

The solution, we have found, is to capture them through what I call mobile sampling.

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Hate Selling? Here’s Why and What You Can Do About It

“I hate selling!” It’s something I hear fairly often from ‘seller-doers’ in our industry – those independent consultants, small business owners and senior executives at larger firms who have “sales” as a part of their job description, but don’t really want to be doing it.

Why is that? Why do so many non-salespeople hate selling? Their reason can likely be traced back to one (or more) of the following…

Blame your parents

It was ingrained in us as children when our parents told us, “Don’t talk to strangers”… and it stuck. That’s what selling sometimes is… talking to strangers. And many of us have a difficult time initiating a conversation with someone we don’t know. We’re afraid of what they might say… that they might reject us… that they might ask a question that we can’t answer… so, the safe thing is to NOT talk. And nowhere is this more

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Typology of Respondents and Model of Empathic Communication

Have you ever wondered who your respondents are and what motivates them to devote their time to you? In the digital era of the research industry and the growing popularity of online research, it is worth asking yourself the above question. Knowledge about respondents allows you to understand their perspective as a key participant in the research process and build a valuable relationship with them.

Data from the latest report “Respondent, Consumer, Citizen” prepared by SoftArchitect and Herstories indicate that respondents regularly participating in market research are people who are engaged, socially responsible, aware of their own role in the research process and the impact they have on the decisions of marketing managers. By completing surveys regularly, they feel like partners with a research agency.

Respondent communication in a “Research 4.0” world

Improving the quality of collected data, improving the efficiency of business operations, and appropriate design and management of

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