We had the opportunity to chat with Sachit Gupta, Vice President of Kadence International’s India office, as part of our ‘People in Research’ series. Sachit has a wealth of experience in the industry and an impressive grasp of the Indian market, which made him the ideal person to ask about the most recent market research trends, challenges, and possibilities for rural India research.

Can you tell us about your journey to becoming Vice President of Market Research at Kadence International’s India office?

I started my career in 2001 with a leading industry chamber as a research executive. Initially, I worked on policy research and, in 2004, got into primary research. I joined Mode Pvt Ltd. (now GfK) as a research executive and worked in different positions for the next ten years. I was primarily looking after consumer research businesses and handled some of the key clients, such as Coca-Cola India and YUM Foods. I was also India lead for the mystery shopping business at GfK.

In 2015, I joined Karvy Insights, an Indian start-up market research company. I joined Karvy Insights as Associate Vice President and handled various corporate and social sector clients for seven years. Some of the key clients I serviced were Carlsberg, Syngenta and Dabur (an Indian FMCG company).

Finally, in 2022, I joined the Kadence India office as Vice President. Currently, I oversee the insights business at Kadence India.

How has the market research industry in India evolved since you first started?

The market research industry in India has seen many changes in the last decade. The explosion of data volumes, types of data and sources and, more importantly, the pervasiveness of technology has substantially expanded and enabled many non-traditional methods of research.

We have come a long way from the days of pen-and-paper interviews to electronic interviews, from programme-based analysis to the use of machine learning, artificial intelligence and predictive analysis to make sense of big and complex data.

Similarly, there is a significant shift in how we collect data from memory-based responses and elaborate diary-based data collection methods to more reliable and accurate passive data collection techniques using app-based technologies.

COVID, in many ways, has acted as a catalyst in promoting technology and tech-based solutions in market research. Agencies are adopting shorter, cheaper, smarter interviewing techniques to gather real-time data and provide quick and reliable client solutions.

Another change that I see happening is the consolidation in the industry. The prominent players in the industry today are trying to focus on their core strengths, that is, insights and consulting, and outsourcing many of the support functions, such as field operations and analytics, to smaller boutique firms. It is an effective way to stay leaner, more focused and profitable long-term.

What sets Kadence International apart from other market research companies you’ve worked for?

At Kadence, we have the reach and network of a large global company, but at the same time, we are nimble and flexible when it comes to customising solutions for clients.

Today, when most large agencies are outsourcing support functions such as operations and analytics, we at Kadence take pride in having all functions in-house. This helps us keep close control of quality and overall project management.

Also, the culture at Kadence India is collaborative and cohesive. We are a small, closely-knit unit; all departments work in close coordination. The top management is entirely hands-on and can be approached 24X7 for any issue.

How do you ensure timely and cost-effective delivery of market research projects?

We follow a few principles to ensure that projects remain profitable and are delivered on time.

  • There is the involvement of the operations team at the proposal writing stage. We ensure that there is a buy-in from the operations team on the feasibility of accessing the target group, field budget and timelines at the proposal submission stage. It ensures that all stakeholders are aligned on the agreed deliverables and avoids time and cost overruns later on.
  • Similarly, educating the clients on the minimum time required for us to collect quality data, the optimum length of the interview and other such timelines is equally essential. We understand that clients have pressing deadlines, but we are responsible for educating them on certain aspects to deliver quality output.
  • Finally, strict adherence to set protocols and processes within the internal teams at Kadence must ensure that we honour our commitments. We have documented procedures at Kadence, and much emphasis is laid on ensuring compliance at all levels.

Can you share a particularly challenging research project you’ve worked on and how you overcame any obstacles?

The study that comes to my mind is the one where we had to study consumers of hair colour. The study’s objective was to do a sufficiency test with respondents to assess whether the quantity of hair colour was sufficient. As we had to test two product samples sequentially (one after the other), ensuring the respondent applied the hair colour when a good number of hair strands had turned grey was critical. In the normal course of fieldwork, it would have meant leaving the decision to the judgement of the field investigators. This would have introduced an element of subjectivity into the research.

As a solution, we created a WhatsApp group wherein we asked the respondents to post a photograph of their hair before applying hair colour. Specific parameters regarding what percentage of hair should be grey for the application of colour were decided in consultation with the client. A dedicated team of researchers was set up to scan the photographs of all respondents. We only asked the respondents to use the hair colour when the criteria were met.

This brought much objectivity into the study and ensured that the final results had no personal bias. The findings were well received by the client.  

What are some of the most significant opportunities for market research in India?

The Indian research and insights industry grew at approximately 12% CAGR from FY17 to FY20 and is expected to double by FY26. I see a lot of opportunities and headroom for the business to grow. To be specific, I see the following trends or opportunities in the next few years:

  • The ask from research agencies will be much beyond simple analytics. There will be strong expectations from the clients in terms of value-based insights using advanced analytics such as machine learning and predictive analytics.
  • The pandemic accelerated the shift towards online panels. This trend will continue in the future. Due to the advantages of economy and speed, I see a declining preference for face-to-face, in-person interviews and a greater proliferation of online panels.
  • Much stronger focus on rural research. We are already seeing saturation in urban markets, and the rural economy in India will fuel the next level of growth. Therefore, there will be a sustained focus of all clients on understanding consumer behaviour in the rural markets.

How does Kadence International incorporate technology into its market research methodologies?

Technology is at the heart of all research that we do. Kadence India has one of the largest state-of-the-art CATI infrastructures in India. We are also investing heavily in creating our independent online panel, which should be up and running soon.

In addition, there is a conscious focus on promoting digital modes of data collection, whether it is online qualitative interactions, app-based surveys or passive data collection.

We have a full suite of data collection techniques and customise our solutions depending on the client’s needs and budget. 

How does your team stay current on market research trends and advancements?

One of the KRAs for research managers is proactively using cutting-edge tech-based solutions for research problems. We always seek technology partners to collaborate for new and innovative methodologies. These collaborations and interactions with technology partners give the team good visibility on the emerging trends in the technology space and how best they can use those solutions in tackling clients’ marketing issues.

We also organise knowledge dissemination sessions within the insights team, wherein, if a particular team uses a new technology or an innovative methodology, they are encouraged to share that knowledge with other team members through these sessions. The larger objective is to promote a culture of sharing and learning and stay updated on new and emerging trends.  

What is the culture like at Kadence International’s India office?

We have a closely-knit team at Kadence India. There is a collaborative culture between functions, and everyone works towards a unified objective of business growth and client satisfaction.

Having said this, we strive to ensure a good work-life balance for our researchers. They are encouraged to take vacations, spend quality time with family and maintain a family-like environment at the workplace too. We invest in their training and development from time to time for their continued professional growth.

We recently initiated Learning and Fun Sessions (LAF – pronounced as Laugh) to encourage team bonding and cohesiveness at Kadence. The objective is to make these sessions as interactive as possible and provide platforms within the Company for team bonding and learning. The initial response to the sessions has been very encouraging.

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How do you balance the commercial aspects of market research with the ethical considerations involved in conducting social research projects?

Social research projects are generally large-scale projects and thus contribute immensely to the top line of the business. Similarly, since most of these projects are for the government or multilateral bodies, a prestige value is attached, which is also crucial for future business and the organisation’s visibility.

Many social research projects are in health or on sensitive topics. Therefore there are a lot of research-related ethical considerations and protocols that one has to keep in mind.

It is, therefore, important to take a long-term view when pitching for such projects and strike a balance between commercial aspects and ethical considerations of research. 

How do you ensure clear and effective client communication throughout the research?

Communication is an integral part of the research process. In fact, it is critical to ensure a project’s success and maintain good client relationships. There are a few practices at Kadence India that we follow: 

  • Right at the project’s inception, we ensure a kickoff meeting between the research team at Kadence and the key stakeholders from the client side. This is important to ensure everybody is on the same page regarding study expectations and deliverables.
  • In the meeting, we also appoint a single point of contact from our team to spearhead all client communications from the research team. Similarly, we request the client to select a single point of contact from their team. This ensures clear lines of communication and avoids confusion or multiple people communicating with the client.
  • It is also important to keep the client informed of various milestones with respect to the progress of the study. Therefore, we have a system of giving regular updates to the client on how fieldwork is progressing, any issues faced in the research and timelines for the deliverables.
  • We make it a point to keep the client informed of any exigencies faced in the study. So, if the fieldwork is getting delayed or there is an expected delay in reporting, the same is communicated immediately to the client. 

What is your favourite aspect of working in the market research industry?

In the last 20 years, I have worked across clients, product categories and clients. The sheer diversity in client issues and problems, their nature of business and the people we interact with daily make it an exciting experience to work in this sector. It allows you to learn and grow every moment and gives you immense satisfaction that, in some way or other, you are a part of the growth story of your Clients.

In a project execution role, I made it a point to visit the field and interact with consumers. That first-hand experience of directly interacting with people and then translating their issues and problems into actionable strategies for higher-up authorities gives a great sense of achievement and satisfaction.

How do you prioritise tasks and manage time effectively when overseeing multiple research projects simultaneously?

Empowering your teams and encouraging them to take ownership of clients and business is very important. Therefore, I delegate as much as possible and give them the space to take decisions that are in the larger interest of the projects and clients. At the same time, being in a senior position makes it impossible to lose sight of what is happening on projects. Therefore, I try to balance giving teams autonomy while ensuring they stay on course.

Typically, I start my day with a checklist of activities/ tasks to be done during the day and religiously ensure that I finish those tasks and do not carry them forward to the next day. So far, it has helped me prioritise tasks and manage time effectively.

Can you tell us about a particularly successful market research project you’ve overseen and what contributed to its success?

I remember overseeing a large market entry strategy research for a global FMCG brand. The study was challenging as it required an accurate estimation of the market size for the category and a nuanced understanding of the current behaviours and habits of Indian consumers across the diverse geographies of India. It also required close coordination between the qualitative and quantitative research teams as the client sought a comprehensive market entry strategy for the brand. The study spanned six months, and at the end of it, it turned out to be a successful project helping the client implement an entry strategy for the brand. It also opened doors for us to get more business from the same client.

Teamwork and qualitative and quantitative researchers working in close coordination contributed immensely to the project’s success.

What are some unique challenges in conducting research in rural areas of India, and how do you approach them?

India is a diverse country having 29 States and 7 Union Territories covering more than 600 districts, roughly 8,000 towns and more than 0.6 million villages.

There is vast heterogeneity in population characteristics due to socio-cultural factors, caste-based divisions, and religious and linguistic diversity.

Specifically, in the Indian context, ensuring that data capturing and research methodologies are amenable to different languages, literacy levels and differentiated access/familiarity with the internet is critical.

For the above reasons, research and data collection becomes challenging and calls for a robust methodology that mirrors India’s diversity.

“A one size fits all approach” does not work well when designing a survey or methodology for rural India. For example, poor and backward States like Bihar, Uttar Pradesh, West Bengal and Madhya Pradesh have more than 75-80% of their population living in rural areas. In contrast, urbanised states like Tamil Nadu, Maharashtra and Telangana are more equitable in distribution. Therefore, each State has its unique demographic and socio-cultural profile, which must be considered while designing the sampling methodology in any primary research survey.

Therefore, the key to rural research is managing heterogeneity, linguistic diversity and gender inclusivity while ensuring project representativeness and commercial viability. One has to strike a balance between the two.

What do you like to do in your free time?

I play with my two kids in my free time. I like spending quality time with them and participating in their school and outdoor activities.

I also keep abreast of the latest developments/ technologies in the market research sector to stay updated.

For a deep dive into the changing face of qualitative research and the impact of technology on market research in India, read our blog post here.

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In today’s rapidly evolving market landscape, understanding consumer attitudes and experiences is crucial for brands to stay competitive. Traditional surveys provide valuable insights but often capture only a snapshot in time, limiting our understanding of how consumer opinions change and evolve. That’s where panel surveys step in, offering a more dynamic and comprehensive approach to market research.

Panel surveys, conducted over a predetermined period, provide a three-dimensional picture of consumer behaviour by capturing changes in attitudes, opinions, and behaviours over time. Unlike one-time surveys, panel surveys track the evolution of consumer sentiments, allowing businesses to make data-driven decisions that align with changing customer preferences.

In this blog post, we will delve into the power of panel surveys and how they can refine marketing strategies, improve existing products, and even guide the launch of new products. By adopting panel surveys, businesses gain a deeper understanding of their target audience, enabling them to adapt and respond effectively to evolving consumer needs.

Understanding Panel Surveys

What is a Panel Survey?

Panel surveys are market research studies designed to understand consumer opinions and behaviours over time or at a specific moment. Unlike traditional surveys that provide a static snapshot, panel surveys offer a longitudinal approach, allowing researchers to capture the evolution of attitudes and experiences within a target population.

The primary goal of panel surveys is to collect both quantitative and qualitative information that reflects how the attitudes of the target population change over time. For example, a company may use a panel survey to evaluate the success of ongoing efforts to improve customer service or to track shifts in customer opinions about pricing strategies.

It’s essential to distinguish panel surveys from survey panels. While panel surveys refer to the type of survey being conducted, survey panels are a large group of consumers who have opted in or been invited to participate in various market research activities on an ongoing basis. Panel surveys draw insights from survey panels to gather data and analyse consumer trends.

Why Use a Panel Survey?

While traditional surveys provide valuable insights into consumer preferences at a specific point in time, panel surveys offer several advantages that make them a useful tool for market researchers:

  1. Tracking Changes Over Time: Panel surveys allow researchers to observe how consumer attitudes and behaviours evolve over a predetermined period. This longitudinal approach provides a deeper understanding of trends, enabling businesses to adapt their strategies accordingly.
  2. Refining Marketing Strategies: By collecting data over time, panel surveys enable businesses to refine their marketing strategies based on consumer feedback. Insights gained from panel surveys can inform decisions on pricing, product positioning, and advertising campaigns.
  3. Evaluating Product Improvement: Panel surveys offer a unique opportunity to assess the impact of product improvements or updates. By gathering feedback from panellists at different stages of product usage, businesses can identify areas for improvement and address consumer concerns proactively.
  4. Understanding External Factors: Panel surveys provide valuable insights into how external factors, such as COVID-19, inflation, or changes in employment rates, influence consumer behaviours. This understanding helps businesses adjust their strategies and adapt to changing market conditions.
  5. Assessing Customer Satisfaction and Loyalty: Businesses can measure customer satisfaction and gauge loyalty over time by conducting panel surveys. This ongoing feedback loop helps identify areas where customer experiences can be enhanced and build stronger customer relationships.

It is worth noting that panel surveys are particularly effective in capturing the nuances of consumer experiences and preferences, which one-time surveys may not fully capture.

Advantages and Disadvantages of Panel Surveys

Panel surveys offer numerous advantages, making them a valuable tool for market researchers seeking in-depth insights into consumer attitudes and behaviours. However, it’s also important to be aware of the potential drawbacks associated with panel surveys. Let’s explore both the advantages and disadvantages.

Advantages of Panel Surveys:

  1. High-Quality Data at Scale: Panel surveys allow researchers to collect high-quality data from a large number of respondents over an extended period. This robust dataset provides a comprehensive understanding of consumer attitudes, preferences, and behaviours, enabling businesses to make informed decisions.
  2. Longitudinal Insights: By surveying the same panellists over time, panel surveys offer a unique opportunity to observe changes and trends in consumer opinions and behaviours. This longitudinal approach provides deeper insights into the dynamics of consumer decision-making processes.
  3. Cost-Effectiveness and Efficiency: Panel surveys are cost-effective and efficient compared to in-person or mail surveys. With advancements in technology, panellists can easily access questionnaires online or via dedicated apps, completing them at their convenience. Instant results and automated data processing save time and resources.
  4. Flexibility in Research Design: Panel surveys allow researchers to design surveys tailored to specific research objectives. Whether tracking customer satisfaction, evaluating brand perception, or testing new product concepts, panel surveys offer flexibility in gathering the necessary data.

Disadvantages of Panel Surveys:

  1. Limited Representation: Panel surveys conducted online may face limitations in reaching populations with minimal internet penetration. This can result in incomplete representation and potential biases in the data. Ensuring diverse and representative panel compositions becomes crucial to mitigate this limitation.
  2. Potential for Fraud and Data Quality Issues: Panel surveys are vulnerable to fraudulent or lazy panellists who provide inaccurate or incomplete responses, compromising data quality. Employing robust anti-fraud measures, such as advanced algorithms and validation techniques, helps ensure the integrity of panel survey data.
  3. Panel Conditioning: Over time, panellists may develop familiarity with survey questions and adjust their responses based on previous answers, leading to panel conditioning. This phenomenon can introduce biases and affect the accuracy of longitudinal data. Careful survey design and periodic introduction of new questions can help mitigate panel conditioning effects.
  4. Ethical Considerations and Privacy: Panel surveys involve handling personal data and require adherence to ethical principles and data protection regulations. Safeguarding respondents’ privacy, obtaining informed consent, and implementing secure data storage and transmission practices are essential to maintain ethical standards.

Researchers can harness their strengths while mitigating potential challenges by understanding the advantages and disadvantages of panel surveys. Implementing best practices and employing quality control measures ensures reliable and valuable insights from panel survey data.

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Tips and Best Practices for Panel Surveys

To conduct a successful panel survey that yields reliable and insightful data, following best practices and implementing effective strategies is essential. Here are some practical tips to ensure data quality, minimise biases, and optimise the overall panel survey experience:

Survey Design:

  • Keep surveys concise: Aim for a survey length of 10-15 minutes or less to maintain respondent engagement and minimise survey fatigue.
  • Use clear and simple language: Frame questions in a way that is easy to understand, avoiding jargon or technical terms that may confuse respondents.
  • Include a mix of question types: Incorporate a variety of question formats such as multiple choice, rating scales, and open-ended questions to gather both quantitative and qualitative insights.

Pre-testing and Pilot Surveys:

  • Conduct pre-testing: Before launching the panel survey, conduct small-scale pilot surveys to identify potential issues or areas of improvement in the questionnaire. This helps ensure the clarity and coherence of the survey instrument.
  • Seek external feedback: Involve colleagues or unbiased individuals who can provide objective feedback on the survey design, question flow, and overall user experience.

Respondent Recruitment and Engagement:

  • Ensure diverse panel composition: Strive for diversity within the panel to represent the target population accurately. This helps minimise biases and ensures a comprehensive understanding of consumer attitudes and behaviours.
  • Establish clear expectations: Communicate the survey frequency, duration, and incentives to panellists upfront to manage their expectations and maintain engagement.
  • Foster a relationship with panellists: Regularly engage with them through newsletters, updates, or targeted communications to establish a sense of community and maintain their interest and commitment.

Data Quality Assurance:

  • Implement fraud detection measures: Utilise anti-fraud software and algorithms to identify and filter out fraudulent responses or suspicious activities.
  • Monitor and address panel conditioning: Regularly review survey responses for potential panel conditioning effects. Introduce new questions or rotate existing ones to minimise bias caused by repeated exposure to the same survey items.

Privacy and Ethical Considerations:

  • Obtain informed consent: Communicate the purpose of the panel survey, how the data will be used, and the privacy measures in place. Ensure panellists provide informed consent to participate.
  • Adhere to data protection regulations: Comply with relevant data protection laws and regulations, such as GDPR or CCPA, to safeguard respondents’ personal information and ensure secure data storage and transmission.

By following these best practices, researchers can enhance the overall quality and reliability of panel survey data, enabling accurate analysis and actionable insights.

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Enhancing Insights: Combining Panel Surveys with Other Research Methods

While panel surveys provide valuable longitudinal data, combining them with other research methods can enrich the understanding of consumer behaviour and enhance the depth of insights. Here are some ways to integrate panel surveys with complementary research approaches:

Qualitative Research Methods:

  • Focus Groups: Conducting focus groups alongside panel surveys allows for an in-depth exploration of consumer perceptions, motivations, and preferences. These qualitative discussions provide context and a deeper understanding of the quantitative data gathered through panel surveys.
  • Interviews: Individual interviews, whether in-person or through digital platforms, offer an opportunity to delve deeper into specific topics or explore emerging trends. Interviews can capture nuanced insights that may not be easily obtained through surveys alone.

Behavioural Tracking:

  • Digital Tracking: By leveraging technology, researchers can collect behavioural data passively, such as website interactions, app usage, or purchase behaviour. Combining panel survey responses with behavioural tracking data provides a comprehensive view of consumer actions and preferences.
  • Social Media Monitoring: Analysing social media conversations and sentiment alongside panel survey data allows for a real-time understanding of consumer opinions and trends. This combination helps capture immediate reactions and identify emerging patterns.

Experimental Research:

  • A/B Testing: Pairing panel surveys with A/B testing allows businesses to test different variations of a product or marketing strategy and measure the impact on consumer attitudes and behaviours. Panel survey data provides insights into how these variations affect consumer preferences over time.
  • Concept Testing: Integrating panel surveys with concept testing methodologies helps evaluate new product ideas, advertisements, or branding strategies. The panel survey data provides quantitative feedback on consumer reactions and preferences, supporting informed decision-making.

Data Integration and Analysis:

  • Mixed Methods Approach: Integrating quantitative data from panel surveys with qualitative insights from other research methods provides a comprehensive understanding of consumer behaviour. By triangulating data sources, researchers can identify patterns, validate findings, and better understand the why behind consumer actions.
  • Advanced Analytics: Leveraging data analytics techniques such as segmentation, predictive modelling, or clustering alongside panel survey data enhances the identification of consumer segments, market trends, and future behaviours.

By combining panel surveys with other research methods, brands can gain a more holistic understanding of consumer behaviour. These integrated approaches provide a multi-dimensional view, enriching insights and enabling more effective decision-making.

Ensuring Data Quality and Minimising Biases in Panel Surveys

Maintaining data quality and minimising biases are critical aspects of conducting panel surveys. To ensure the integrity and reliability of research findings, researchers must implement rigorous quality control measures. Here are some tips and best practices:

Sample Representativeness:

  • Strive for a diverse panel: Ensure that the panel composition reflects the target population’s characteristics to avoid skewed results. Consider age, gender, ethnicity, geographic location, and socioeconomic background.
  • Regularly assess panel composition: Periodically review the demographics of the panel to identify any shifts or imbalances. Adjust recruitment strategies as necessary to maintain a representative sample.

Survey Design and Administration:

  • Randomise question order: Randomising the order of survey questions helps minimise order bias, where the sequence of questions influences responses.
  • Monitor survey length: Lengthy surveys can lead to respondent fatigue and may result in incomplete or inaccurate responses. Keep surveys concise and engaging to maintain respondent interest and data quality.
  • Use validated scales and measures: Utilise established and validated scales and measurement tools to ensure the reliability and validity of the survey instrument.

Data Validation and Cleaning:

  • Employ data validation checks: Implement automated checks to identify inconsistent or illogical responses. This helps identify and rectify data entry errors or fraudulent submissions.
  • Cleanse and filter data: Remove outliers, duplicate entries, or responses that exhibit suspicious patterns. Thoroughly review data to ensure its accuracy and reliability.

Minimising Nonresponse Bias:

  • Monitor response rates: Track response rates and analyse any differences in characteristics between respondents and non-respondents. Adjust recruitment strategies or incentives to mitigate nonresponse bias.
  • Nonresponse weighting: Apply weighting techniques to adjust for potential biases caused by differential response rates among demographic groups. This helps ensure that the sample accurately represents the target population.

Ethical Considerations and Privacy:

  • Obtain informed consent: Clearly communicate the purpose of the survey, how the data will be used, and the privacy measures in place. Obtain informed consent from panellists before their participation.
  • Protect respondent anonymity: Ensure that respondents’ personal information remains confidential and is not disclosed in any reports or analyses. Use unique identifiers instead of personal identifiers to maintain anonymity.

By implementing these measures, researchers can enhance panel surveys’ data quality, validity, and reliability. Maintaining rigorous data 

Ethical Considerations and Privacy in Panel Surveys

Ethics and privacy play a vital role in panel surveys and market research. Respecting respondents’ rights and ensuring data privacy is essential for maintaining trust and integrity in the research process. Here are some key considerations to uphold ethical standards:

Informed Consent:

  • Obtain informed consent: Clearly explain the purpose of the panel survey, how the data will be used, and any potential risks or benefits to participants. Obtain explicit consent from panellists before their participation, ensuring they understand their rights and can make an informed decision.

Data Privacy and Security:

  • Safeguard personal information: Collect and handle personal data in compliance with applicable data protection laws and regulations. Implement robust security measures to protect data from unauthorised access, loss, or misuse.
  • Anonymise data: Remove personally identifiable information from collected data to maintain respondent privacy. Use unique identifiers instead of personal identifiers whenever possible.

Transparency and Accountability:

  • Communicate research objectives and procedures: Clearly explain the panel survey’s purpose, methodology, and expected outcomes to participants. Be transparent about the potential uses of the data and assure respondents of confidentiality.
  • Respect participant autonomy: Allow panellists to withdraw their participation at any time without repercussions. Honour their decisions and provide mechanisms for opting out or managing their involvement in the panel.

Minimising Harm and Bias:

  • Mitigate potential biases: Take measures to minimise biases in survey design and data collection, such as randomising question order, using balanced response scales, and addressing potential sources of bias.
  • Do no harm: Ensure that the panel survey and subsequent analyses do not cause harm or distress to participants. Prioritise the well-being and dignity of respondents throughout the research process.

Adhering to ethical principles is crucial to meet legal requirements and fostering trust with panellists and the broader public. Upholding high ethical standards promotes the credibility and reliability of market research findings, benefiting both businesses and respondents.

Panel surveys offer valuable insights into consumer attitudes and behaviours over time. By combining panel surveys with other research methods, brands can comprehensively understand consumer behaviour. However, it is imperative to maintain data quality, minimise biases, and uphold ethical standards throughout the entire research process.

By following best practices, conducting rigorous quality control, and respecting privacy and ethical considerations, researchers can harness the power of panel surveys to make informed decisions, refine marketing strategies, and improve products and services.

As market researchers, we are responsible for conducting panel surveys with integrity, transparency, and respect for participants. By doing so, we can build a foundation of trust and ensure the continued success of panel surveys as a valuable tool for understanding and adapting to evolving consumer preferences and behaviours.

If you’re ready to unlock the full potential of panel surveys, Kadence International, a global market research agency, is here to assist you in designing, implementing, and analysing your panel surveys. Contact us today to embark on your journey of comprehensive consumer insights.

Remember, the key to unlocking the dynamic, three-dimensional picture of consumer behaviour lies within the power of panel surveys.

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In today’s fast-paced world, consumers are bombarded with messages from all directions. From social media ads to email campaigns and everything in between, it can be difficult for brands to stand out from the noise. One effective way to break through this clutter and connect with customers is through storytelling. When it comes to market research, storytelling is a powerful tool that can help researchers and marketers understand their audience and create more impactful campaigns.

Consider the following scenario: a market research agency conducts a study on a new line of skincare products. The report is filled with data points, including statistics on consumer demographics, purchasing habits, and satisfaction rates. While this information may be valuable, it doesn’t tell a story. It’s simply a dump of data.

Now imagine that the same agency presented the same findings differently. Instead of simply presenting the data, they tell the story of a busy working mom struggling to find the right skincare routine. They paint a picture of her hectic mornings and the stress of trying to look and feel her best. Then, they show how this new line of skincare products fits seamlessly into her routine, saving her time and giving her confidence.

By telling a story, the agency has transformed a dry data dump into a compelling narrative. They’ve created an emotional connection with their audience, helping them to see the real-world implications of their findings. This is the power of storytelling in market research, and it’s an art that more and more brands are starting to embrace.

The Power of Storytelling in Market Research

“Stories are the single most powerful tool in a leader’s toolkit” – Dr. Howard Gardner, Harvard University.

Dr. Gardner’s quote holds true not just for leaders but also for marketers and market researchers. Storytelling is a powerful tool that can help brands stand out from the competition and create a connection with their audience.

According to a study, messages delivered as stories can be up to 22 times more memorable than just facts. This means that a well-crafted story can have a much greater impact on your audience than a dry data dump.

One reason stories are so powerful is that they engage both the logical and emotional parts of our brains. When we hear a story, we not only process the information, but we also feel an emotional response. This emotional connection is what makes stories so memorable and impactful.

In market research, storytelling can help researchers and marketers better understand their audience and create more effective campaigns. By understanding the real-world implications of their findings, they can create stories that resonate with their target audience.

For example, imagine a market researcher is studying consumer behaviour around eco-friendly products. By telling the story of a family that switched to eco-friendly cleaning products and their positive impact on their health and the environment, they can create an emotional connection with their audience. This connection can drive home the importance of eco-friendly products and encourage more 

people to make the switch.

The Components of a Good Story

“Stories are how we learn best. We absorb numbers and facts and details, but we keep them all glued into our heads with stories” – Chris Brogan, CEO of Owner Media Group.

Now that we’ve established the power of storytelling in market research, it’s essential to understand what makes a good story. There are several components that can help turn a data dump into a compelling narrative.

First, a good story needs a relatable protagonist. This can be a person, a brand, or even a product. The protagonist should be someone or something that your audience can identify with and root for.

Next, a good story needs conflict. This can be a problem the protagonist needs to solve, an obstacle they need to overcome, or a challenge they need to face. Conflict creates tension and makes the story more engaging.

Once you have a protagonist and conflict, the story needs a resolution. This can be a happy ending, a lesson learned, or a new opportunity discovered. The resolution should tie up any loose ends and leave the audience feeling satisfied.

Finally, a good story needs a clear message. This is the underlying theme or idea that ties the story together. It’s the reason why you’re telling the story in the first place. The message should be clear and easy to understand and resonate with your audience.

According to a study by Edelman, 65% of people connect with brands based on shared values. By crafting a story communicating your brand’s values, you can create a deeper connection with your audience and differentiate yourself from the competition.

A good story engages your audience, creates emotional resonance, and communicates a clear message. By incorporating these components into your market research, you can create stories that drive real-world impact and help you achieve your business objectives.

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Using Data to Tell a Story

“Data storytelling is a powerful way to communicate insights, engage stakeholders, and drive action” – Nancy Duarte, author and CEO of Duarte, Inc.

Now that we’ve discussed the components of a good story let’s explore how data can be used to tell a story. Market research is all about data, and by using data visualisation, researchers can create compelling stories that resonate with their audience.

According to a study by Salesforce, 89% of business decision-makers say that data is vital to creating more effective marketing campaigns. However, data on its own can be overwhelming and challenging to understand. This is where data visualisation comes in.

By using charts, graphs, and other visual aids, researchers can turn complex data sets into easy-to-understand stories. Data visualisation can help researchers identify patterns, communicate insights, and engage stakeholders more meaningfully.

For example, imagine a market researcher is studying the impact of a new social media campaign on brand awareness. By using a bar chart to visualise the increase in brand mentions over time, they can create a story that shows the success of the campaign in a clear and compelling way. This type of data visualisation not only communicates the insights of the research but it also engages stakeholders by showing the impact of their work.

Data visualisation is a powerful tool that can help market researchers create informative and engaging stories. Using data to tell a story, researchers can communicate insights, engage stakeholders, and drive action toward achieving business objectives.

Tips for Crafting a Compelling Story

“Stories are how we remember information. We tend to forget lists and bullet points, but we retain stories” – Nick Morgan, author and communication theorist.

Now that we’ve explored the power of storytelling and how data can be used to create compelling stories, let’s look at some tips for crafting a story that resonates with your audience.

First, it’s important to focus on your audience’s needs and pain points. By understanding what your audience cares about, you can craft a story that speaks directly to them. This means researching and understanding your audience’s demographics, interests, and values.

Next, create a clear and concise message. Your story should have a single central theme that ties everything together. This message should be easy to understand and communicate, and it should be relevant to your audience.

Another tip for crafting a compelling story is to use emotion. As we discussed earlier, emotions play a major role in how we remember information. By creating an emotional connection with your audience, you can make your story more memorable and impactful.

Finally, use data to support your story. Data can provide context and validate your message. However, as we discussed earlier, data on its own can be overwhelming. By using data visualisation, you can turn complex data sets into easy-to-understand stories that support your message.

According to a recent study, 70% of consumers say a brand’s story can influence their purchasing decision. By crafting a compelling story that resonates with your audience, you can differentiate your brand and create a deeper connection with your customers.

Crafting a compelling story takes time and effort, but the rewards can be significant. By focusing on your audience’s needs, creating a clear message, using emotion, and supporting your story with data, you can create a story that drives real-world impact and helps you achieve your business objectives.

The Role of Storytelling in Market Research Strategy

“Brand storytelling is no longer a nice-to-have; it’s a need-to-have” – Harvard Business Review.

Now, let’s explore the role that storytelling should play in a brand’s overall market research strategy.

First and foremost, storytelling should be used to humanise data. By creating a narrative around your research findings, you can make them more accessible and relatable to your audience. This, in turn, can help drive more meaningful insights and actions.

Another way that storytelling can be used in market research is to inform brand strategy. By understanding your brand’s story, you can better align your marketing efforts and create a more consistent brand message. This can help differentiate your brand and create a deeper connection with your audience.

According to a study by Google, 50% of consumers say they are more likely to purchase from a brand that tells a story they can relate to. By incorporating storytelling into your market research strategy, you can create a story that resonates with your audience and drives real-world impact.

Storytelling should be a key component of any market research strategy. By using stories to humanise data, inform brand strategy, and connect with your audience, you can create a more impactful message that resonates long after the campaign is over.

The Importance of Storytelling in Market Research

“The stories we tell literally make the world. If you want to change the world, you need to change your story. This truth applies both to individuals and institutions” – Michael Margolis, CEO of Get Storied.

To stand out from the competition, it’s important for brands to use storytelling in their market research. By creating a compelling narrative around their research findings, they can create a deeper connection with their audience and drive real-world impact.

Throughout this blog, we’ve explored the power of storytelling in market research, the components of a good story, how data can be used to tell a story, and tips for crafting a compelling story. We’ve also discussed storytelling’s role in a company’s overall market research strategy.

As we’ve seen, storytelling is a powerful tool that can help market researchers create informative and engaging stories. By using data to tell a story, they can communicate insights, engage stakeholders, and drive action towards achieving business objectives.

If you want to make a real impact with your market research, it’s time to embrace the power of storytelling. By crafting a compelling story that resonates with your audience, you can differentiate your brand, create a deeper connection with your customers, and drive real-world impact.

Implementing Storytelling in Your Market Research Strategy

Now that we’ve established the importance of storytelling in market research let’s look at some practical ways to implement storytelling in your research strategy.

One effective way to incorporate storytelling in your market research is to use case studies. Case studies are a great way to showcase the real-world impact of your research findings. By telling the story of a customer who successfully implemented your recommendations, you can create a compelling narrative that drives home the value of your work.

Another way to incorporate storytelling in your market research is to use personas. Personas are fictional characters that represent your target audience. By creating a persona, you can better understand your audience’s needs and pain points and craft a story that speaks directly to them.

According to a study by Cint, 62% of market researchers say storytelling is the most important skill for success in their field. By incorporating storytelling into your market research strategy, you can differentiate yourself from the competition and create more impactful campaigns.

It’s also important to remember that storytelling is not just about the research findings but also about how they are presented. By using compelling visuals, engaging copy, and creative formats, you can create a story that captures your audience’s attention and drives home your message.

Measuring the Impact of Storytelling in Market Research

“If you can’t measure it, you can’t improve it” – Peter Drucker, management consultant.

As with any marketing strategy, it’s important to measure the impact of your storytelling efforts in market research. This will help you understand what’s working, what’s not, and where you can improve.

One way to measure the impact of storytelling in market research is through engagement metrics. This includes metrics such as time spent on page, bounce rate, and social media shares. By tracking these metrics, you can understand how your audience responds to your storytelling efforts and make adjustments as needed.

Another way to measure the impact of storytelling in market research is through surveys and feedback. This can include surveys asking customers about their experience with your brand and feedback collected through social media or other channels. By collecting feedback, you can understand how your storytelling efforts resonate with your audience and make adjustments as needed.

According to a study by the Content Marketing Institute, 60% of marketers say that measuring the ROI of their content marketing efforts is a top priority. By measuring the impact of your storytelling efforts, you can ensure that you’re getting a return on your investment and making the most of your marketing budget.

The Future of Storytelling in Market Research

“The art of storytelling is changing. Technology is changing. And we’re having to rethink how we approach stories and storytelling” – Joe Sabia, digital artist and storyteller.

As we look to the future of market research, it’s clear that storytelling will continue to play a crucial role. However, with technological advancements and changing consumer behaviour, the way we approach storytelling must evolve.

One way that technology is changing the art of storytelling is through immersive experiences. Virtual and augmented reality can be used to create more engaging and interactive stories that transport the audience to another world. By incorporating immersive experiences into market research, researchers can create more impactful stories that resonate with their audience.

Another way that storytelling is evolving is through the use of user-generated content. Consumers are increasingly becoming part of the storytelling process, creating their own content and sharing their experiences with brands. By incorporating user-generated content into market research, researchers can create more authentic and relatable stories that connect with their audience on a deeper level.

According to a study by HubSpot, 53% of consumers want to see more video content from brands. By incorporating video into market research, researchers can create more engaging stories that capture their audience’s attention and drive home their message.

The future of storytelling in market research is bright. By embracing new technologies, incorporating user-generated content, and creating more video content, market researchers can create stories that resonate with their audience and drive real-world impact.

Final Thoughts: The Enduring Power of Storytelling in Market Research

“Marketing is no longer about the stuff you make, but about the stories you tell” – Seth Godin, author and marketing expert.

Storytelling is a powerful tool that can help market researchers create informative and engaging stories. By using data to tell a story, researchers can communicate insights, engage stakeholders, and drive action toward achieving business objectives.

Throughout this blog, we’ve explored the power of storytelling in market research, the components of a good story, how data can be used to tell a story, tips for crafting a compelling story, and the role of storytelling in a company’s overall market research strategy. We’ve also looked at how to measure the impact of storytelling and the future of storytelling in market research.

As we’ve seen, storytelling is not just a marketing tactic but a way to connect with your audience on a deeper level. By creating stories that resonate with your audience and drive real-world impact, you can differentiate your brand, create a more impactful message, and achieve your business objectives.

The enduring power of storytelling in market research is clear. By incorporating storytelling into your research strategy, you can create stories that are both informative and engaging, and drive real-world impact that lasts long after the campaign is over.

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Field studies are crucial in providing brands with insights into customer behaviour, preferences, and attitudes. With the increasing accessibility of digital tools and mobile technology, conducting field studies has become more cost-effective than ever before. However, planning and executing a successful field study can still be challenging and requires careful consideration of various factors, such as selecting the right location, recruiting participants, choosing the correct research methods, and managing logistics. 

Fieldwork or field studies are also commonly referred to as field research, field investigations, field surveys, or field observations. These terms all refer to research conducted outside of a controlled setting. They involve collecting data through observation, interviews, or other methods in a real-world context.

This blog post will provide insider tips and best practices for conducting effective field studies that yield reliable and actionable data. Whether you are an experienced market researcher or a newcomer to the field, this post will cover everything you need to know to execute a successful field study and gain insights that can inform your business decisions.

Planning for Data Analysis

Planning for data analysis is an essential aspect of conducting a successful field study. By considering data analysis before beginning the field study, you can ensure that your research objectives are aligned with your analysis goals and that you select appropriate analysis methods.

Here are some tips for planning for data analysis before beginning your field study:

  1. Define research objectives: Clearly define your research objectives before beginning the field study. Your research objectives should guide your analysis goals and help you to identify the most important data to collect.
  2. Identify data sources: Identify the sources you will use to answer your research questions. This may include survey data, observational data, or other types of data.
  3. Select appropriate analysis methods: Select appropriate analysis methods based on your research objectives and data sources. This may include statistical analysis, content analysis, or other analysis methods.
  4. Consider potential limitations: Consider the limits of your data and analysis methods. For example, if you are collecting data through surveys, consider response bias and other factors that could impact the accuracy of your data.
  5. Plan for data visualisation: Before beginning the field study, plan for data visualisation. This will help you clearly and concisely communicate your research findings and identify key insights.
  6. Use software tools: Consider using software tools to help you with data analysis. This can help streamline the analysis process and ensure that you use appropriate analysis methods.

Selecting the Right Location

Choosing the right location for your field study is critical to its success. Your chosen location should be relevant to your research objectives, accessible to participants, and feasible regarding logistics and budget. 

Researchers have found that the location of a field study can significantly impact the results. For example, when testing consumer products, researchers found that participants in rural areas preferred different products than those in urban areas. This highlights the importance of selecting the right location for your study.

Another example is a study conducted by the World Health Organisation on the prevalence of obesity in different countries. The study found that the prevalence of obesity varied significantly between countries and regions, emphasising the importance of selecting the right location for your research to ensure that the results are relevant and representative.

Here are some factors to consider when selecting a location for your field study:

  • Relevance: The location should be relevant to your research objectives. For example, suppose you are conducting a study on the effects of urbanisation on the environment. In that case, you may want to select a city or a specific urban area as your study location.
  • Accessibility: The location should be accessible to participants. If you are conducting a study on consumer behaviour, you may want to choose a place easily accessible by public transport or car.
  • Feasibility: The location should be feasible in terms of logistics and budget. For example, if you are conducting research in a remote area, consider factors such as accommodation and transportation costs.
  • Diversity: Consider choosing a location that represents a diverse population. This helps ensure that your results are representative of a broader population.
Consumers-are-taking-control-of-their-well-being-with-wearable-tech

Recruiting Participants

Recruiting the right participants for your field study ensures that your research yields accurate and actionable data. The participants you select should be representative of the population you want to study and have the knowledge and experience necessary to provide valuable insights.

Here are some tips for recruiting participants for your field study:

  1. Use online platforms: Social media platforms like Facebook, Twitter, and LinkedIn can be great tools for recruiting participants. You can post about your study and ask participants to complete a survey or contact you directly.
  2. Leverage existing networks: Reach out to your existing networks, such as friends, colleagues, and industry contacts, to see if they know anyone interested in participating in your study.
  3. Offer incentives: Consider offering incentives such as gift cards, discounts, or cash to participants. This can be a great way to incentivise participation and ensure that you get a good response rate.
  4. Use screening criteria: To ensure that you recruit the right participants for your study, use screening criteria to filter out those who do not meet your requirements. For example, if you are studying consumer behaviour, you may want to screen participants based on age, income level, or purchasing habits.
  5. Reach out to professional organisations: If you are conducting a study in a specific industry, contact professional organisations and associations to see if they can help recruit participants. These organisations may have email lists or social media groups that you can use to reach a relevant audience.
  6. Consider using an agency: If you need help recruiting participants, consider using a market research agency. These agencies specialise in finding and screening participants for research studies and can be an excellent resource for finding the right participants.

Choosing the Right Research Methods

Once you have selected the right location and recruited participants, the next step is to choose the right research methods for your field study. 

You can use many different research methods in a field study, and the method you choose will depend on your research objectives, the type of data you want to collect, and the resources available.

Here are some common research methods used in field studies:

  • Interviews: Interviews are a common research method used in field studies. Interviews can be structured or unstructured and conducted face-to-face or over the phone. Interviews are a great way to gather detailed information about participants’ thoughts, feelings, and experiences.
  • Surveys: Surveys are a popular research method used in field studies. Surveys can be conducted online, in person, or over the phone. Surveys can be used to gather quantitative data and can be a great way to collect data from a large number of participants.
  • Observational research: Observational research involves observing participants in their natural environment. Observational research can be conducted using video or audio recordings and can be a great way to gather data on participants’ behaviour and interactions.
  • Focus groups: Focus groups involve bringing together a group of participants to discuss a specific topic. Focus groups can be a great way to gather in-depth insights and opinions from participants and can be used to gather both qualitative and quantitative data.
  • Case studies involve conducting an in-depth analysis of a specific participant or group. Case studies can be a great way to gather detailed insights into a particular topic or issue.

When choosing the correct research method for your field study, consider your research objectives, the type of data you want to collect, and the resources available. Choosing a method that is appropriate for your research goals and will yield accurate and actionable data is important.

Managing Logistics

Managing logistics is another critical aspect of conducting a successful field study. Logistics refers to the arrangements and coordination required to execute your study, including transportation, equipment, and communication.

Here are some tips for managing logistics for your field study:

  1. Transportation: Ensure you have reliable transportation to and from your study location. Consider renting a vehicle or hiring a driver to ensure you can get to your site on time and your participants can get to the location easily.
  2. Equipment: Ensure you have all the equipment you need for your study, such as cameras, audio recorders, and survey tools. Test your equipment before your research to ensure that it works properly.
  3. Communication: Ensure you have a reliable communication system to stay in touch with your team and participants. This may include mobile phones, Slack channels, or even walkie-talkies in remote areas without cell service.
  4. Accommodation: If your study location is far away, consider accommodation options for yourself and your team. Book accommodation in advance to ensure you have a comfortable and convenient place to stay.
  5. Food and water: Ensure you have enough food and water for yourself and your team during the study. Bring snacks, water bottles, and other essentials to keep everyone fueled and hydrated.
  6. Contingency plans: Have contingency plans in place in case of unforeseen events such as bad weather or equipment failure. Ensure that everyone on your team knows what to do in an emergency.

Ensuring Ethical Conduct

As with any research, ensuring that your field study is conducted ethically is essential. Ethical considerations are crucial in field studies because they often involve real-world situations and interactions with participants.

Here are some tips for ensuring ethical conduct in your field study:

  1. Informed consent: Ensure all participants provide informed consent before participating in your study. Informed consent means that participants understand the purpose of the study, what they will be doing, and any risks or benefits associated with participating.
  2. Confidentiality: Ensure that participants’ privacy and confidentiality are protected. This includes ensuring that any personal information is kept confidential and that participants’ identities are protected.
  3. Avoid coercion: Do not use coercion or pressure to convince participants to participate in your study. Participants should be free to choose whether or not to participate.
  4. Debriefing: Debrief participants after the study to ensure that they understand the purpose of the research and to address any concerns or questions they may have.
  5. Data handling: Ensure that all data is handled following ethical guidelines. This includes ensuring that data is stored securely and that any identifying information is removed from the data.
  6. Institutional review: Consider seeking an institutional review of your study to ensure it meets ethical guidelines and regulations.

Analysing and Interpreting Results

Once you have collected your data, the next step is to analyse and interpret your results. Proper analysis and interpretation are critical to ensuring you can draw accurate conclusions and make informed decisions based on your research findings.

Here are some tips for analysing and interpreting your field study results:

  1. Use statistical analysis: If you are collecting quantitative data, use statistical analysis to identify patterns and trends in your data. Statistical analysis can help you to identify relationships between variables and to make predictions based on your data.
  2. Use qualitative analysis: If you are collecting qualitative data, use qualitative analysis to identify themes and patterns in your data. Qualitative analysis can help you to understand participants’ experiences and perceptions and to identify key issues and insights.
  3. Compare your results: Compare your results to your research objectives to ensure that you have achieved your research goals. Compare your results to previous studies and research to gain a broader perspective on your findings.
  4. Interpret your results: Interpret your results to draw conclusions and to identify actionable insights. Consider the implications of your findings for your business or organisation and how you can use your research to inform your decisions.
  5. Communicate your results: Communicate your results clearly and concisely, using visual aids such as charts and graphs to help illustrate your findings. Ensure that your results are accessible to a non-technical audience.

Tips for Effective Communication

Effective communication is essential to ensure your research findings are understood and used to inform business decisions. Here are some tips for communicating your research findings effectively:

  1. Identify key insights: Identify the key insights that emerged from your field study. This may include trends, patterns, or significant findings that have important implications for your business.
  2. Tailor your message: Tailor your message to different audiences. Depending on the audience, you may need to adjust your language, tone, and level of detail to ensure your message is understood and resonates with them.
  3. Use visuals: Use charts, graphs, and infographics to help illustrate your findings. Visuals can make complex data more accessible and help communicate your research findings in an engaging and visually appealing way.
  4. Provide context: Provide context for your research findings by explaining the research methods used and any limitations of the data. This helps ensure that your findings are interpreted accurately.
  5. Highlight actionable insights: Highlight actionable insights that can inform business decisions. This may include new product or service recommendations, marketing strategy changes, or business operations adjustments.
  6. Keep it concise: Keep your message brief and to the point. Avoid using jargon or technical language that may be confusing to non-experts.

Procter & Gamble’s Case Study on Laundry Detergent in India

Procter & Gamble (P&G), a global consumer goods company, conducted a field study in India to gain insights into consumer preferences for laundry detergent. 

The study was conducted in two phases: the first involved ethnographic research to understand consumers’ habits and preferences, and the second involved product testing to identify the most preferred products and ingredients.

The ethnographic research involved visiting households in urban and rural areas to observe consumers’ laundry habits, including how they washed their clothes and what types of detergent they used. The researchers also conducted in-depth interviews with consumers to understand their attitudes and perceptions toward laundry detergent.

The study revealed that many consumers in India preferred to hand-wash their clothes, particularly in rural areas where access to washing machines was limited. Consumers were also concerned about the quality and safety of the products they used and the cost and availability of these products.

Based on these insights, P&G developed a new product line of detergent specifically designed for hand-washing. The detergent was formulated with ingredients that were effective at removing stains and dirt but were gentle on fabrics and safe for hand-washing. The detergent was also affordable for consumers in rural areas and made available through local distribution channels.

The new product line was a success, with sales surpassing expectations and exceeding those of competing products in the market. The new product line’s success also helped increase P&G’s market share in India and improve its reputation among consumers.

The key takeaways from P&G’s field study include the following:

  • Ethnographic research can provide valuable insights into consumer habits and preferences, particularly in emerging markets.
  • Hand-washing is a common laundry practice in India, particularly in rural areas.
  • Consumers in India are concerned about the quality, safety, cost, and availability of laundry detergent.
  • Developing a product line that caters specifically to the preferences and needs of consumers in emerging markets can be a successful strategy for companies operating in these markets.

P&G’s field study in India demonstrates the potential for field research to inform product development and marketing strategies. By understanding consumer preferences and needs deeply, companies can develop products that cater to specific markets and improve their reputation among consumers.

Best Practices for Field Research

Conducting successful field research requires careful planning, attention to detail, and a willingness to adapt to unexpected situations. Here are some best practices for conducting field research:

  1. Develop a research plan: Develop a detailed research plan that outlines your research objectives, research methods, data collection strategies, and timeline. This will help you stay focused and organised throughout the field study.
  2. Build relationships with participants: Building positive relationships with your participants is crucial to the success of your field study. This may include establishing trust, being respectful, and communicating clearly and effectively.
  3. Choose appropriate research methods: Choose appropriate research methods that are aligned with your research objectives, and that will yield accurate and actionable data. This may include surveys, interviews, or observational studies.
  4. Manage logistics effectively: Managing logistics effectively is critical to the success of your field study. This may include selecting the right location, recruiting participants, arranging transportation, and ensuring all equipment works.
  5. Be adaptable: Be prepared to adapt to unexpected situations. This may include changes in weather, unexpected participant behaviour, or equipment failure. Being flexible and versatile can help ensure your field study stays on track.
  6. Ensure ethical conduct: Ensure that your field study is conducted ethically and that participant privacy and confidentiality are protected. This includes obtaining informed consent, ensuring all data is handled following ethical guidelines, and debriefing participants after the study.
beverage-trend-report

Challenges and Limitations

While field studies can provide valuable insights into consumer behaviour, several challenges and limitations are associated with conducting them. 

Here are some of the most common challenges and limitations that researchers should be aware of:

  1. Selecting the right location: The right site for your field study can be challenging. You must ensure the location is accessible, safe, and representative of your target audience. Additionally, the location may impact participants’ behaviour, which could affect the accuracy of your data.
  2. Recruiting participants: Recruiting participants for your field study can be challenging, particularly if you are targeting a specific population. You may need to use various recruitment methods, such as social media, referrals, or online panels, to ensure you reach your target audience.
  3. Managing logistics: Managing logistics for your field study can be time-consuming and resource-intensive. This includes arranging transportation, coordinating schedules, and ensuring that all equipment is in working order.
  4. Limitations of the data collected: The data collected in a field study may have limitations. For example, if you are conducting an observational study, you may only be able to observe behaviour but need help understanding why participants behave in a certain way. Additionally, participant bias, response bias, or environmental factors may impact the data collected.
  5. Analysing and interpreting results: Analysing and interpreting results from a field study can be complex. Researchers need to use appropriate analysis methods and consider the potential limitations of the data.
  6. Ethical considerations: Conducting a field study requires ethical considerations to ensure that participants are treated fairly, and their privacy is protected. This includes obtaining informed consent, ensuring that participant data is kept confidential, and debriefing participants after the study.

Outsourcing Fieldwork to a Market Research Agency

Conducting a field study can be a time-consuming and resource-intensive process. Outsourcing fieldwork to a market research agency can alleviate some of the burdens of running a field study while ensuring you get the data and insights you need to inform your business decisions.

Here are some reasons why outsourcing fieldwork to a market research agency can be a good idea:

  1. Expertise: Market research agencies have expertise in designing and executing field studies. They have experience in selecting the right location, recruiting participants, choosing appropriate research methods, and managing logistics. They also have the tools and resources to conduct the study efficiently and effectively.
  2. Access to participants: Market research agencies have access to a wide range of participants, including those that may be difficult to recruit on your own. They also have experience screening participants to ensure they meet your research criteria.
  3. Cost-effective: Outsourcing fieldwork to a market research agency can be cost-effective. The agency has the resources and expertise to conduct the study efficiently, which can help to minimise costs associated with running the study in-house.
  4. Time-saving: Outsourcing fieldwork to a market research agency can save time. The agency can handle all aspects of the study, including recruiting participants, managing logistics, and analysing results, freeing up your time to focus on other aspects of your business.
  5. Quality control: Market research agencies have quality control processes to ensure that the study is conducted ethically and that the data collected is accurate and actionable.

Key Takeaways

Conducting a successful field study requires careful planning, attention to detail, and a willingness to adapt to unexpected situations. Researchers can conduct studies that yield accurate and actionable data by following best practices for field research, planning for data analysis, effectively communicating research findings, and addressing challenges and limitations.

Outsourcing fieldwork to a market research agency can provide several advantages, including access to specialised expertise, resources, and technology. When outsourcing, it is essential to carefully select an agency with experience conducting field studies in your industry and geographic region.

  • Develop a detailed research plan outlining research objectives, methods, data collection strategies, and timeline.
  • Building positive relationships with participants is crucial to the success of your field study.
  • Select appropriate research methods that are aligned with research objectives, and that will yield accurate and actionable data.
  • Managing logistics for your field study can be time-consuming and resource-intensive.
  • Be prepared to adapt to unexpected situations and changes.
  • Ethical considerations are important, and researchers must ensure that participants are treated fairly and that their privacy is protected.
  • Carefully select an agency with experience conducting field studies in your industry and geographic region.

Kadence International has over 30 years of experience in market research and has conducted field studies all over the globe. We would love to partner with you on your next field study. Contact us or submit your research brief.

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Augmented Reality (AR) technology has revolutionised how brands approach marketing. AR allows brands to create immersive experiences seamlessly blending virtual and real worlds. This technology has opened up new opportunities for marketers to connect with their customers and create a more engaging and personalised experience. 

AR is the future of marketing —it allows brands to create immersive experiences that are personalised and engaging. AR is also becoming more accessible as technology continues to evolve. As more people adopt AR-enabled devices like smartphones and smart glasses, the opportunities for brands to use AR in marketing will only increase.

This blog post will discuss how brands can use Augmented Reality in marketing, why AR is the future, which brands are leading in AR, and some use cases in industries like banking, travel, retail, medical, and fitness.

How Brands Can Use Augmented Reality (AR) in Marketing

  • Product Visualisation: Brands can use AR to create virtual product demos that allow customers to visualise how a product looks and functions in the real world. For example, Ikea’s AR app allows customers to visualise furniture in their homes before purchasing.
  • Interactive Ads: Brands can use AR to create interactive ads that allow customers to engage with their products more effectively. For example, Pepsi used AR to create a bus shelter ad that allowed customers to play a game of soccer with virtual players.
  • Virtual Try-On: Brands can use AR to create virtual try-on experiences that allow customers to see how products will look on them before making a purchase. Sephora’s AR app allows customers to try on makeup virtually.
  • Gamification: Brands can use AR to create gamified experiences that allow customers to interact with their products in a more engaging way. McDonald’s used AR to create a Monopoly-themed game that customers could play in-store.

How can CMOs prove to the board these new technologies are working and that they should implement them? 

To prove the effectiveness of AR in marketing, marketers must measure the impact of AR on their campaign metrics. This can be done by tracking Key Performance Indicators (KPIs) like engagement, brand awareness, sales, and customer satisfaction. Brands can measure AR’s impact using various methods, including surveys, A/B testing, and analytics tools. By demonstrating a clear ROI and a positive influence on these KPIs, CMOs can make a compelling case to the board for implementing AR and other new technologies.

Let’s look at the differences between VR and AR in marketing.

Virtual Reality (VR) and Augmented Reality (AR) are two technologies that are often confused but have some essential distinctions.

Virtual Reality is a technology that immerses users in a completely virtual environment, often through a headset. VR experiences can be used in marketing to create fully immersive experiences that allow customers to explore a product or service in a virtual environment. For example, car companies like Audi have used VR to create virtual test drives enabling customers to experience a car before purchasing.

On the other hand, Augmented Reality is a technology that overlays virtual content onto the real world, often through a smartphone or tablet. AR experiences can be used in marketing to create interactive and personalised experiences that allow customers to engage with a product or service in the real world. For instance, beauty companies like L’Oreal have used AR to create virtual try-on experiences that allow customers to see how makeup will look on their faces before making a purchase.

One of the main differences between VR and AR in marketing is the level of immersion. VR provides a fully immersive experience that can transport users to a virtual environment, while AR provides a more interactive and personalised experience that overlays virtual content in the real world.

VR and AR in marketing also require different levels of technology needed. VR experiences typically require more advanced technology, like a VR headset, while AR experiences can be created using a smartphone or tablet.

VR and AR are two different technologies that can be used in marketing to create different experiences. CMOs should consider the goals of their marketing campaign and the preferences of their target audience when deciding which technology to use.

The most notable and significant difference between AR and VR is that AR adds things to a person’s existing world, and VR immerses them in a new world, so while the VR world is a new reality, AR supplements an existing reality.

Which of these technologies is better for marketers?

The excitement and enthusiasm for AR and VR technologies are evident, yet how these technologies influence consumers remains uncertain. Tim Hilken of Maastricht University in The Netherlands undertook a research project to understand better AR and VR’s impacts on the consumer experience. The results indicated that both technologies could effectively achieve marketing objectives with different outcomes. Specifically, AR proved more efficient at generating higher purchase intentions, while VR elicited more favourable attitudes towards the brand.

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Why Prioritise Augmented Reality Over Virtual Reality?

In most cases, consumers would naturally prefer AR over VR, and here’s why. 

Augmented Reality grants a new dimension of depth to our world, enhancing our senses and immersing us in a new reality beyond the limitations of what we perceive. Unlike Virtual Reality, AR empowers us to live in our Reality while unlocking infinite possibilities that can improve our lives.

Humans have an innate desire to stay grounded in the real world, and AR provides the perfect solution to make that happen. Simply overlaying computer-generated content onto our everyday experiences, we can step into an enhanced metaverse while firmly planted in the real world.

When it comes to VR, it can be isolating and somewhat disorienting for many individuals, and most people do not want to spend hours looking at screens right in front of their eyes.

The benefits of AR, however, are numerous. Its interactive capabilities unprecedentedly open up the potential for education, work, travel, and entertainment. Whether it’s a museum tour or a surgical procedure demonstration, AR takes learning to a new level. Imagine experiencing art and museums, getting around a new city, or even redecorating your home without leaving your front door.

AR brings to life a whole new universe of possibilities. With an immersive first-person perspective and the freedom to customise your view to your preferences, AR provides an extraordinary sensory experience that both VR and the real world alone could never replicate. AR allows you to see what others see in real-time.

Augmented Reality has limitless potential to improve our lives, and it’s time we embrace the real-world solutions it offers.

The use of AR in the Metaverse

The metaverse is a term used to describe a virtual world where people can interact with each other and digital objects in a fully immersive way. It is a fully realised virtual universe that is not constrained by the physical world’s limitations. In the metaverse, users can create and customise their digital avatars and interact with other users in real-time.

On the other hand, Augmented Reality (AR) is a technology that overlays digital content onto the physical world. AR enhances the real world by adding virtual objects, images, and information visible to users through mobile devices, smart glasses, or other AR-enabled devices.

While the metaverse and AR are related to creating virtual experiences, the critical difference is the level of immersion. The metaverse is a fully immersive digital world where users can interact with each other and digital objects in a virtual environment. In contrast, AR enhances the real world by adding virtual elements on top of it.

As augmented reality technology grows more accessible and cost-effective, more people use it. Marketers can pair AR with the metaverse to develop vivid experiences.

In augmented Reality (AR), data tags and overlays pop up over virtual and tangible objects, providing details and action points so you can see real and virtual things simultaneously.

Augmented Reality in the metaverse offers unprecedented opportunities for marketers. By utilising AR-based product visualisations, brands can create emotionally engaging, interactive experiences that can be accessed from anywhere. This could revolutionise the marketing industry by breaking the bounds of traditional advertising and bringing the advantages of AR to the masses.

Persistent Augmented Reality

A report shows that over 50% of smartphone owners already use AR apps when shopping. 

Augmented Reality (AR) offers a way to blend virtual elements into the real world. With Persistent AR, digital imagery and sounds become part of the world beyond when you’re using them, allowing for a longer-term experience and presence. Persistent AR is seen as an essential tool to facilitate the evolution of the metaverse.

Persistent AR is an innovative technology that overlays digital objects in real-world environments seamlessly and persistently. In other words, it allows users to interact with virtual elements in the real world for an extended period without interruptions. Persistent AR has gained immense popularity in various fields, including entertainment, education, gaming, and retail, to name a few.

A noteworthy example of Persistent AR is the game “Pokémon GO.” This game overlays digital creatures in the user’s real-world environment and allows them to interact with them in real time. The game uses the smartphone’s camera and GPS to track the user’s movements, enabling the creatures to follow them. This type of persistent AR is also known as location-based AR.

Another example of persistent AR is the app “IKEA Place.” This app allows users to place digital furniture in their real-world environment and see how it would look. The app uses the smartphone camera to measure the room’s dimensions, ensuring the digital furniture is proportionate and scaled correctly.

The retail industry uses Persistent AR to enhance the shopping experience. Many cosmetic companies have launched AR try-on apps allowing customers to try different makeup products virtually. These apps use facial recognition technology to map the customer’s face, allowing them to see how different products look on their skin.

Persistent AR is revolutionising how we interact with digital content in the real world. Its endless possibilities offer numerous benefits in various industries, making it an essential tool for the future of technology.

Persistent Augmented Reality (AR) technology enables the placement of virtual objects in the same location each time they are viewed. Apple ARKit and Google ARCore, amongst other mobile AR APIs, allow this kind of experience to be created. Marketers can use this by deploying virtual billboards that stay visible within a given area of the metaverse.

Platforms and brands leading in AR

  • Apple: Apple’s AR kit has made it easy for developers to create AR experiences for iOS devices. Apple has also integrated AR into its products, such as the AR-enabled Measure app.
  • Snapchat: Snapchat’s AR filters and lenses have been a hit with users, allowing brands to create their own AR filters and lenses for advertising.
  • Google: Google’s ARCore has made it easy for developers to create AR experiences for Android devices. Google has also integrated AR into its products, such as the AR-enabled Google Maps.
  • Facebook: Facebook’s Spark AR Studio allows developers to create AR experiences for Facebook, Instagram, and Messenger. Facebook has also launched AR ads allowing brands to create interactive AR ads.

Use cases of AR across Industries

Augmented Reality is a game-changer in the marketing field. It provides brands with a new platform to create immersive experiences that are personalised and engaging. The application of AR in industries like banking, travel, retail, medicine, and fitness highlights the potential for AR to transform the way we interact with products and services. As more brands embrace AR, we expect to see more innovative and exciting use cases emerge.

Here are some noteworthy examples of how various industries are utilising AR technology. 

  • Banking: AR can be used in banking to create virtual banking experiences that allow customers to manage their finances in a more engaging way. Bank of America’s AR app lets customers visualise their account balances and transactions.
  • Travel: AR can be used to create virtual tours that allow customers to explore destinations before they book their trips. Marriott’s AR app allows customers to explore hotel rooms and amenities before booking.
  • Retail: AR can create virtual shopping experiences that allow customers to try on products and visualise how they will look in their homes. Ikea’s AR app allows customers to see how appliances and furniture will look in their homes.
  • Medical: AR can be used in medicine to create virtual training experiences that allow medical professionals to practice procedures in a safe and controlled environment. For example, AccuVein’s AR device enables medical professionals to see veins under the skin to facilitate IV insertions.
  • Fitness: AR can be used in fitness to create virtual workout experiences that allow customers to participate in personalised and engaging workouts. Peloton’s AR app allows customers to participate in virtual cycling classes and see their progress in real-time.
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How Can AR Be Used for Marketing Today?

While it’s still early days for AR, and we have not quite reached widespread adoption, brands must start thinking about using AR capabilities now to prepare for the future once it is accessible enough for rapid mass adoption. It is essential to understand what makes the technology better and what practical use cases exist for this technology. How can AR help brands position their products in the best way possible? And how can it enhance experience and engagement? 

The technology enables marketers to position their products and services favourably while allowing customers to build an experience around the products that pique their interest. In this way, AR opens a world of possibilities not only on how but also where and the scenarios in which the product may be used.

In a world where customers want to be in control of how they want to engage with brands, AR can become an essential component of a marketer’s toolkit. 

Pairing AR in the metaverse to elevate brand experiences.

How does AR marketing fit into the metaverse for brands? 

While the mass adoption of the metaverse is still in progress, there is a significant number of regular users that brands can leverage. 

Marketers must understand that the metaverse extends beyond virtual worlds, gaming, and PR events. The metaverse’s larger opportunity for brands lies in the real world rather than within metaverse worlds like Horizon Worlds, Decentraland, Roblox, or the Sandbox.

The most significant advantage of using AR is the endless possibilities it creates that do not exist in real life. 

In the metaverse, AR will allow consumers to interact with and experience a product before buying it, creating a solid connection between the buyer and the product. Online shoppers can use virtual try-on filters to see how they would look wearing hats, shoes, watches, and clothing, among other items, without visiting a store. This increases customer satisfaction and significantly reduces returns and exchanges. Similarly, furniture shoppers can test whether a product will fit in their living rooms and many other products.

What does this mean to brands when it comes to AR marketing in the metaverse? Although we haven’t yet reached the mass adoption stage, brands have enough consumers to begin testing AR as a marketing and engagement tool. 

Imagine virtual artwork on our living room wall that is animated and keeps changing; people can also interact with it. Or consider assembling furniture or other complex products, where AR can provide step-by-step visual instructions overlayed directly onto the assembled objects. AR can be integrated into gaming experiences, allowing virtual objects and characters to interact with the real world. For example, players can use their smartphones to see virtual creatures overlaid in their physical environment and engage in augmented reality battles or quests.

These scenarios are meaningful opportunities for brands to engage with prospects and customers. Currently, many brands use AR to enhance their marketing efforts, and most often, this is accomplished through AR-enhanced mobile apps.

We know that today’s consumers prefer shopping online, and AR helps provide what is missing from the online shopping experience. With AR, they can try things out and interact with a product before purchasing it, mimicking the in-store experience more closely. 

The rapid pace of technological advancements and the continuous implementation of innovative ideas in immersive Reality suggests that the emergence of the metaverse is inevitable. The metaverse is set to be constructed collectively, with many imaginative individuals contributing creative concepts and practical applications daily. And AR, more than VR, will be at the forefront of this metaverse. 

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Marketers worldwide are drawn to the next big thing to help them optimise the ROI on their ad spend, and they are increasingly betting on data-driven ad targeting. So, naturally, marketing budgets in many countries are shifting to Connected TV or CTV.

With a continued shift to streaming TV and the speed at which things are moving, marketers are increasing CTV budgets, especially in more developed markets like the US and the UK.

78% of US and 90% of UK marketers plan to continue investing more in CTV advertising. 

Marketers must stay current with the latest trends to remain competitive and relevant. The shift in TV viewing habits to Connected TV (CTV) has opened up a world of opportunities for marketers to reach their target audience in a more engaging way. CTV advertising is a must-know strategy for any brand looking to stay ahead of the curve and maximise its marketing efforts. 

What is CTV?

CTV, or Connected TV, refers to any TV set connected to the Internet, allowing viewers to stream content through various apps and services. Unlike traditional Linear TV, CTV provides audiences with an on-demand, personalised viewing experience.

OTT, or Over-the-Top, is often confused with CTV, which refers to delivering TV and video content through the Internet rather than traditional broadcasting methods. CTV and OTT have become increasingly popular among consumers, with market research indicating a steady rise in cord-cutting and increased streaming services worldwide. For brands, CTV offers a new and highly effective platform for advertising and reaching audiences who are consuming content in a non-traditional way.

How does CTV Differ from Linear TV?

Television advertising has come a long way since its inception in the 1940s. Advertisers have relied on traditional Linear TV for decades to reach their target audience. However, with the introduction of Connected TV, there has been a significant shift in how people consume television content.

So, how does CTV differ from traditional Linear TV?

The most significant difference lies in the delivery method. While Linear TV broadcasts content on a predetermined schedule, CTV streams video content through an internet-connected device, such as a smart TV, streaming box, or gaming console. This allows viewers to access content on-demand and anytime, eliminating the need to adhere to a pre-scheduled TV programming lineup.

CTV advertising marries the power of traditional TV advertising with the preciseness and measurement capabilities of a digital ad medium.

81% of marketers worldwide report planned increases in CTV advertising budgets.

One of the major benefits of CTV advertising is the ability to target specific audiences. With CTV, marketers can leverage market research to deliver targeted ads to the right consumers based on demographic data, interests, and behaviour. In contrast, Linear TV ads are often less targeted, as they rely on broad audience demographics like age and gender.

Another significant difference is the level of audience engagement. While traditional Linear TV often involves passive viewing, CTV viewers are likelier to engage with the content they consume. Viewers can pause, rewind, or fast-forward through ads, making it crucial for brands to create compelling content that captures their attention and keeps them engaged.

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The Benefits of CTV Advertising

As marketers seek ways to engage with their audiences effectively in today’s fast-paced digital age, CTV advertising has become very popular.

Let’s look at some important benefits of CTV advertising for brands:

Data-driven insights.

It offers data-driven insights into viewer behaviour, preferences, and engagement. This helps advertisers understand their audience better and create more personalised campaigns.

“80% of what people play on Netflix actually comes from the recommendation algorithm.” 

-Aish Fenton, Director — Machine Learning, Netflix

Targeting capabilities.

CTV advertising provides targeting capabilities that allow advertisers to reach specific audiences. Advertisers can use audience data, such as location, age, and interests, to serve relevant ads to viewers.

Non-skippable ads.

CTV ads are non-skippable, which means viewers must watch the entire ad. This results in a higher engagement rate than other digital advertising forms. Advertisers can use this to their advantage by creating high-quality, visually appealing ads that capture the viewer’s attention.

Accurate, measurable results.

CTV advertising provides accurate measurement tools that allow advertisers to track and measure the success of their campaigns. Advertisers can see how many viewers watched their ad, how long they watched it, and whether they took any action, such as clicking a call-to-action button.

The Five Stages of CTV Planning

Define your target audience.

The first step in CTV planning is to understand who your audience is and how they consume TV content. Conducting market research to identify their viewing habits, preferences, and demographics can help you create a targeted CTV advertising campaign.

Netflix clearly understands its target audience, and its CTV ads are designed to speak directly to this demographic, featuring music and humour that resonates with them.

Set objectives.

Define what you want to achieve with your CTV campaign. This could be increased brand awareness, lead generation, or increased sales. Having clear objectives in mind will help guide your strategy and ensure you measure the success of your campaign effectively.

Choose your CTV platform.

Several CTV platforms are available, each offering different features and targeting options. Research which platforms your target audience will use and select one that aligns with your campaign objectives.

Consider working with a partner to access multiple platforms.

For instance, Amazon Prime Video uses Amazon’s extensive customer database to target its CTV ads. They use personalised messaging and relevant product suggestions to engage customers, increasing conversion rates.

Develop a media plan. 

After choosing your platform, you must decide where and when your ads will appear. This involves selecting ad formats, determining the frequency and reach of your campaign, and creating a budget. A media plan will help you allocate resources effectively and reach your target audience.

Monitor and optimise your campaign.

CTV campaigns are not set-and-forget; they require ongoing monitoring and optimisation. Monitor your campaign’s performance using Key Performance Indicators (KPIs) such as reach, frequency, engagement, and conversions. Make changes as needed to improve the performance of your campaign.

Your CTV ads should be compelling, creative, and engaging, designed to capture attention and leave a lasting impression. Use video and interactive elements to create an immersive experience.

Coca-Cola’s 45-second TV commercial, ‘2023 March Madness: Best Blocker Ever’ starring “Dave,” Lil Dicky and Taco star alongside Magic Johnson, made quite a sensation across platforms.

Market research is crucial to CTV planning as it helps you make informed decisions at every stage. It provides insights into your target audience, identifies opportunities and challenges, and enables you to understand the effectiveness of your campaign. By conducting thorough research and following these five stages, you can create a successful CTV advertising campaign that delivers results and keeps your brand relevant in the digital age.

Peloton’s successful CTV advertising strategy

Peloton is a famous fitness brand that took the world by storm with its home exercise equipment and digital classes. In 2020, the company launched a new CTV advertising campaign to promote its digital app and attract new users. The campaign featured a series of dynamic, visually appealing ads that showcased the benefits of Peloton’s app, including convenience, variety, and community. The ads were tailored to different demographics, with messages and imagery designed to appeal to busy professionals, parents, and fitness enthusiasts.

Peloton is a famous fitness brand that took the world by storm with its home exercise equipment and digital classes. In 2020, the company launched a new CTV advertising campaign to promote its digital app and attract new users. The campaign featured a series of dynamic, visually appealing ads that showcased the benefits of Peloton’s app, including convenience, variety, and community. The ads were tailored to different demographics, with messages and imagery designed to appeal to busy professionals, parents, and fitness enthusiasts. 

The brand’s latest 15-second TV commercial, ‘2023 Mother’s Day: Something She’ll Come Back To,’ is another example of how brands in various industries invest more in CTV advertising this year.

Measuring Success with CTV

As with any marketing strategy, measuring success is critical for ensuring that your CTV advertising efforts are making an impact. Fortunately, as discussed before, CTV advertising offers a range of metrics that can help you gauge the effectiveness of your campaigns. 

Here are a few key metrics to consider:

Viewability. 

Viewability measures the percentage of an ad that is actually visible to the viewer. On CTV, viewability tends to be higher than on other digital platforms since viewers are typically focused on the screen and not multitasking.

Completion rate. 

The completion rate measures the percentage of viewers who watch an entire ad from start to finish. On CTV, completion rates are higher than on other digital platforms since viewers can’t skip or fast-forward through ads.

Click-through rate. 

Click-through rate measures the percentage of viewers who click on an ad to visit the advertiser’s website. While CTRs tend to be lower on CTV than on other digital platforms, they can still be a valuable metric for tracking engagement.

Conversions. 

Ultimately, CTV advertising aims to drive conversions – whether that’s sales, sign-ups, or another type of action. Measuring conversions requires tracking viewers who saw your ad and took a specific action. 

While conversion tracking on CTV can be more complex than on other digital platforms, it’s still possible through attribution modelling and retargeting techniques.

To get the most out of your CTV advertising campaigns, it’s essential to use a range of metrics to measure success. By tracking metrics like viewability, completion rate, click-through rate, and conversions, you can gain valuable insights into your campaigns’ performance and optimise them for even greater success.

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How will Contextual Targeting on CTV and OTT Platforms take your brand to the next level?

Contextual targeting is an advertising strategy that delivers ads to specific viewers based on the content they are watching. It’s an essential tactic in CTV advertising because it can help increase relevancy and reduce ad fatigue.

Contextual targeting uses machine learning algorithms to analyse the content that a viewer is consuming and delivers ads that are relevant to that content. For example, if a viewer watches a cooking show, the ads could be for kitchen gadgets or cooking ingredients.

According to a study by Adweek, contextual targeting in CTV advertising has resulted in a 41% higher brand recall and a 25% higher purchase intent than standard targeting methods.

This is because viewers are likelier to pay attention to an ad relevant to the content they are consuming.

Contextual targeting on CTV and OTT platforms is crucial for engaging viewers with relevant ads. Ads that are contextually relevant to the environment in which they are viewed are more likely to be seen and responded to. This increases the possibility of converting viewers into consumers. On the other hand, irrelevant ads may be viewed as unpleasant and negatively impact the connection with the brand and product offering. Advertisers who align their content with the context of digital advertising can boost the long-term impact of their TV ads and promote consumer loyalty. Overall, context is essential in all types of media, including CTV.

Subway, the sandwich giant, leveraged the star power of celebrity icons like Tom Brady and Serena Williams to unveil new menu options and a huge giveaway to boost brand awareness and excite their target audience. This campaign proved highly effective on Connected TV platforms, resulting in a 33% increase in sales.

Kitchen appliance brand Breville partnered with the cooking show “America’s Test Kitchen” to deliver contextual ads to viewers of the show. The ads featured Breville products relevant to the cooking techniques demonstrated on the show, such as a blender for making smoothies or a toaster oven for baking. As a result, Breville saw a 42% lift in brand awareness and a 20% lift in purchase intent.

In addition to improving ad performance, contextual targeting ensures that brands deliver ads in a brand-safe environment. By analysing the content viewers watch, advertisers can ensure their ads are not shown next to inappropriate or controversial content.

To implement contextual targeting in your CTV advertising strategy, you can work with CTV advertising platforms that offer this feature, such as Amazon Advertising or Roku’s OneView Ad Platform. You can also use third-party tools like Grapeshot or Integral Ad Science to analyse the content that your ads will be shown next to.

Future Trends in CTV Advertising

As the world continues to shift towards a more digital-first landscape, it’s no surprise that the future of CTV advertising is bright. It is predicted that by 2023, over 200 million people in the US alone will be streaming CTV content. That means advertisers who want to stay ahead of the curve must be ready to pivot their strategies to take advantage of this new medium.

One of the biggest trends in CTV advertising is a move towards more programmatic buying. Advertisers increasingly use automated systems to buy and place ads rather than relying on manual processes. This allows for greater efficiency, faster decision-making, and better targeting.

Another trend that’s emerging is the use of data-driven targeting. Advertisers can create more tailored campaigns designed to resonate with specific demographics as they gain access to more data on their target audience. This not only increases the chances of engagement and conversion but also helps to build stronger brand affinity.

We also see a growing trend toward using interactive and immersive ad formats. With CTV, brands can create rich, interactive experiences that engage users in new and exciting ways. Whether through interactive overlays, immersive ad experiences, or even full-blown gaming experiences, the sky’s the limit when it comes to the possibilities of CTV advertising.

CTV advertising provides several benefits that can help brands stay relevant in the ever-changing digital landscape. Its data-driven, targeted, engaging, and measurable features make it a must-know strategy for marketers who want to create successful campaigns that resonate with their audience.

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As we see the return of normalcy and tourism rebounding, our latest report, Navigating Emerging Trends in Global Travel and Tourism, closely examines the trends shaping the future of the travel industry. This report explores five global travel trends shaping the future of travel in 2023 and beyond. 

The travel brand of the future is not just focused on transportation, discovering new destinations, or arranging trips. Instead, it has a progressive and holistic 360-degree approach that considers every aspect of the traveller’s journey to create exceptional, personalised, and unforgettable experiences. 

Download our insightful report, “Navigating Emerging Trends in Global Travel and Tourism,” to discover how leading travel brands keep up with the modern traveller. 

Today’s traveller seeks a personalised, customised, frictionless, and stress-free travel experience from start to finish. Integrating technology provides travellers with personalised and bespoke experiences. Read our case study on how Hopper became one of the fastest-growing OTA (Online Travel Agency) brands by offering a highly personalised, data-driven travel platform. 

Virtual tourism, including VR and AR experiences, is becoming more popular, allowing travellers to explore new destinations from the comfort of their homes. But how are brands approaching this technology?

Download the full report to learn how Thomas Cook Airlines used VR technology’s ‘try before you buy’ approach in a highly engaging video contest. 

Digital nomadism is rising, creating a new type of traveller with unique needs and preferences. The report showcases an airline that developed a Super App, the best value one-stop travel and lifestyle app, to build a digital lifestyle hub that enables Digital Nomads.

Finally, sustainability and experiential travel are becoming more popular as travellers prioritise social and environmental responsibility. 

Experiential travel is expected to continue its growth trajectory as more travellers seek exclusive and personalised experiences. The report highlights G Adventures, which offers sustainable and community-based tourism experiences. 

Also, read about the award-winning Changi Airport, which is ahead of the curve in sustainability practices across all areas. 

2023 is seeing a surge in travel despite economic uncertainty and high inflation. So what has changed post-pandemic? Read the full report to gain insights into the changing travel landscape. 

Download the full report to discover the future of travel and how your travel brand can appeal to travellers’ changing attitudes and behaviours globally with insights for airlines, hotels, transportation, travel operators, OTAs, and cruise ships.

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In today’s hypercompetitive market, pricing and promotion optimisation have become crucial for brands’ success. With the rise of price-sensitive consumers, companies must find ways to offer value without sacrificing profit margins. And that’s where data analytics comes in!

According to a recent study, companies that use data analytics to optimise pricing and promotions see an average revenue increase of 2-7%. That’s a significant boost to your bottom line!

But what exactly is a price-sensitive consumer? Well, studies have shown that nearly 60% of shoppers are price-sensitive when making purchase decisions. These consumers are highly aware of prices and will compare prices between products and brands to get the best value for their money.

As a marketer or market researcher, understanding the behaviour of price-sensitive consumers is essential for developing effective pricing and promotion strategies. Data analytics lets you gain insights into their purchasing patterns, preferences, and attitudes toward pricing and promotions.

This blog will explore how data analytics can help you optimise pricing and promotions for price-sensitive consumers. We’ll cover different pricing strategies, promotions and discounts, data collection and analysis, and provide real-world case studies and best practices. So, let’s dive in and learn how to use data analytics to boost your revenue and attract more price-sensitive consumers!

Understanding Price-Sensitive Consumers: Unlocking the Secrets of Their Behavior

Have you ever wondered what drives price-sensitive consumers to make purchasing decisions? Understanding their behaviour is the key to unlocking the secrets of their buying patterns and preferences.

Research shows that price-sensitive consumers are not necessarily bargain hunters but value seekers. They are looking for products and services that offer the best value for their money, not necessarily the cheapest option. Therefore, they tend to be loyal to brands that provide consistent quality, even if they are slightly more expensive.

One way to understand the behaviour of price-sensitive consumers is by analysing their demographics. Studies show that age, income, and education level are key factors that influence their purchasing decisions. For instance, younger, lower-income consumers tend to be more price-sensitive than older, more affluent consumers.

Another way to gain insight into the behaviour of price-sensitive consumers is by looking at their shopping habits. They tend to be more likely to buy on sale or during promotions, and they tend to be more willing to switch brands to save money. In fact, nearly 60% of price-sensitive consumers will switch brands if they find a better deal.

Understanding the psychology behind price-sensitive consumers is also important. They tend to experience more guilt and regret when making purchasing decisions, which can influence their behaviour. Therefore, offering clear and transparent pricing and promotions can help ease their guilt and increase their satisfaction with their purchase.

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Choosing the Right Pricing Strategy: How to Optimise Value for Price-Sensitive Consumers

Choosing the right pricing strategy is crucial for attracting and retaining price-sensitive consumers. With so many options available, it can be challenging to determine which strategy is right for your brand.

One common pricing strategy is cost-plus pricing, where a business adds a markup to its production costs to set a price. However, this strategy does not take into account the value perceived by consumers, and it may not be effective for price-sensitive consumers.

Another popular pricing strategy is value-based pricing, which sets a price based on the perceived value of the product or service to the customer. This strategy is particularly effective for price-sensitive consumers because it focuses on delivering value rather than simply offering the lowest price.

In fact, research shows that nearly 70% of consumers are willing to pay more for products and services that provide a superior experience. By focusing on value-based pricing, businesses can attract price-sensitive consumers looking for quality and value over the cheapest option.

Dynamic pricing is another pricing strategy that is effective for price-sensitive consumers. This strategy adjusts prices based on demand, allowing businesses to charge more during peak times and offer discounts during slower periods. This strategy can be particularly effective for businesses in industries with high demand fluctuations, such as the travel industry.

Ultimately, the right pricing strategy for your business will depend on your industry, product, or service, and target audience. By understanding the behaviour of price-sensitive consumers and the different pricing strategies available, you can develop a pricing strategy that maximises value and attracts price-sensitive consumers.

Promotions and Discounts: The Key to Attracting Price-Sensitive Consumers

Promotions and discounts are powerful tools for attracting price-sensitive consumers. In fact, nearly 90% of consumers say that promotions and discounts influence their purchasing decisions.

One popular promotion strategy is flash sales, which offer a limited-time discount on products or services. These sales can create a sense of urgency and scarcity, encouraging consumers to purchase before the promotion ends. Flash sales can be particularly effective for attracting price-sensitive consumers looking for a good deal.

Coupons are another effective promotion strategy. Research shows that nearly 80% of consumers use coupons when shopping. Coupons can be distributed through various channels, such as social media, email, or direct mail. They can also be personalised to target specific consumer segments, such as price-sensitive consumers who have previously purchased a product or service from your business.

Loyalty programs are another effective way to attract price-sensitive consumers. These programs offer rewards, discounts, or other incentives to customers who make repeat purchases or engage with your business in other ways. Loyalty programs can be particularly effective for retaining price-sensitive consumers and encouraging them to make repeat purchases.

It’s important to note that while promotions and discounts can effectively attract price-sensitive consumers, they can also reduce your profit margins. Therefore, it’s essential to carefully consider the cost of each promotion or discount and its potential return on investment.

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Data Collection and Analysis: Using Insights to Develop Effective Promotions and Discounts

Data collection and analysis are essential for developing effective promotions and discounts that appeal to price-sensitive consumers while maximising profitability.

One way to collect data is through sales data analysis. By analysing sales data, you can identify which products or services are popular among price-sensitive consumers and develop promotions or discounts to increase their value perception.

Another way to collect data is through surveys. Surveys can provide valuable insights into the behaviour and preferences of price-sensitive consumers. For instance, you can use surveys to determine which promotions or discounts appeal to price-sensitive consumers or what factors influence their purchasing decisions.

Social media analytics is another valuable source of data. Social media platforms provide a wealth of information about consumer behaviour, such as what types of products or services they are interested in and what kinds of promotions or discounts they respond to.

Once you have collected data, it’s important to analyse it to gain insights into the behaviour of price-sensitive consumers. This can involve using statistical methods to identify patterns or trends in the data, such as which promotions or discounts are most effective or which consumer segments are most price-sensitive.

Using data analysis, you can develop promotions and discounts tailored to the behaviour and preferences of price-sensitive consumers. This can increase the effectiveness of your promotions and discounts while also maximising profitability.

Case Studies: Real-World Examples of Using Data Analytics to Optimise Pricing and Promotions for Price-Sensitive Consumers

Using data analytics to optimise pricing and promotions is not just a theoretical concept; many companies have successfully implemented these strategies to increase revenue and attract price-sensitive consumers. Let’s look at some real-world case studies.

Case Study 1: Amazon

Amazon is a leader in using data analytics to optimise pricing and promotions. The company uses sophisticated algorithms to adjust prices based on demand and competitor pricing dynamically. For instance, during the holiday season, Amazon adjusts prices every 10 minutes to ensure they offer the best deal to price-sensitive consumers.

Additionally, Amazon uses data analytics to personalise promotions and discounts for individual consumers. By analysing customer data, Amazon can offer targeted promotions that appeal to price-sensitive consumers and increase their value perception.

Case Study 2: Walmart

Walmart is another company that has successfully used data analytics to optimise pricing and promotions for price-sensitive consumers. The company uses algorithms to analyse sales data and identify trends and patterns in consumer behaviour. This allows Walmart to develop targeted promotions that appeal to specific consumer segments, such as price-sensitive consumers.

Walmart also uses data analytics to optimise its pricing strategies. For instance, the company has found that offering lower prices on certain items can increase foot traffic and increase sales of other, higher-margin items.

Case Study 3: Starbucks

Starbucks has also used data analytics to optimise its pricing and promotions strategies. The company analyses sales data to identify popular products among price-sensitive consumers and develop targeted promotions and discounts.

Additionally, Starbucks uses loyalty programs to retain price-sensitive consumers. The company’s rewards program offers personalised promotions and discounts to members based on their purchasing history, encouraging them to make repeat purchases and increasing their value perception.

These case studies demonstrate the power of data analytics in optimising pricing and promotions for price-sensitive consumers. By using data to gain insights into consumer behaviour and preferences, businesses can develop strategies that appeal to price-sensitive consumers while maximising profitability.

Best Practices: Actionable Recommendations for Optimising Pricing and Promotions for Price-Sensitive Consumers

Now that we’ve explored the importance of data analytics in optimising pricing and promotions for price-sensitive consumers, let’s summarise the key takeaways and provide actionable recommendations for marketers and market researchers.

  1. Understand the behaviour of price-sensitive consumers: By analysing demographics, shopping habits, and psychology, you can develop strategies that appeal to price-sensitive consumers.
  2. Choose the right pricing strategy: Consider value-based pricing, dynamic pricing, and other strategies focusing on delivering value rather than simply offering the lowest price.
  3. Use promotions and discounts strategically: Use flash sales, coupons, and loyalty programs to attract price-sensitive consumers while maximising profitability.
  4. Collect and analyse data: Use sales data analysis, surveys, and social media analytics to gain insights into consumer behaviour and preferences.
  5. Personalise promotions and discounts: Use data analysis to develop personalised promotions and discounts that appeal to specific consumer segments.
  6. Optimise pricing and promotion strategies continuously: Use data analysis to adjust your pricing and promotion strategies based on consumer behaviour and market trends.

By following these best practices, you can develop effective pricing and promotion strategies that appeal to price-sensitive consumers while maximising profitability. Remember, using data analytics is key to achieving this goal.

The Future of Pricing and Promotions: Emerging Trends and Technologies

As technology advances, the future of pricing and promotions is constantly evolving. Let’s explore some emerging trends and technologies shaping the future of pricing and promotions for price-sensitive consumers.

  1. Artificial Intelligence (AI): AI is becoming increasingly important in pricing and promotions. AI algorithms can analyse vast amounts of data and identify patterns and trends in consumer behaviour, allowing businesses to develop personalised promotions and discounts that appeal to price-sensitive consumers.
  2. Augmented Reality (AR): AR technology can be used to enhance the shopping experience for price-sensitive consumers. For instance, AR can be used to provide virtual try-on experiences for clothing and makeup products, allowing consumers to see how the products look before making a purchase.
  3. Subscription Services: Subscription services are becoming more popular among price-sensitive consumers. By offering a subscription service, businesses can provide consistent value to consumers while increasing revenue and encouraging repeat purchases.
  4. Dynamic Pricing: Dynamic pricing is becoming more sophisticated, with businesses using AI algorithms to adjust prices in real time based on demand and consumer behaviour. This allows brands to offer personalised pricing that appeals to price-sensitive consumers while maximising profitability.
  5. Mobile Payments: Mobile payments are becoming more popular among price-sensitive consumers, with nearly 80% of consumers using mobile payments at least once a week. By offering mobile payment options, businesses can make purchasing more convenient and appealing to price-sensitive consumers.

As these emerging trends and technologies evolve, brands must adapt and use data analytics to stay ahead of the competition. By embracing these trends and using data to gain insights into consumer behaviour, businesses can develop effective pricing and promotion strategies that appeal to price-sensitive consumers and maximise profitability.

Using Data Analytics to Optimise Pricing and Promotions for Price-Sensitive Consumers

In today’s hypercompetitive market, brands must find ways to appeal to price-sensitive consumers while maximising profitability. Using data analytics, brands can gain insights into consumer behaviour and develop effective pricing and promotion strategies that appeal to price-sensitive consumers.

Research shows that nearly 60% of shoppers are price-sensitive when making purchase decisions. This is a significant percentage of consumers that brands cannot afford to ignore.

Using data analytics to understand the behaviour of price-sensitive consumers, businesses can develop pricing and promotion strategies that maximise value and appeal to their preferences. This can increase revenue, attract new customers, and retain existing ones.

From understanding the behaviour of price-sensitive consumers to choosing the right pricing strategy, strategically using promotions and discounts, collecting and analysing data, personalising promotions and discounts, and optimising pricing and promotion strategies continuously, businesses can use data analytics to stay ahead of the competition and appeal to price-sensitive consumers.

As technology evolves, businesses must adapt and embrace emerging trends and technologies, such as AI, AR, subscription services, dynamic pricing, and mobile payments, to continue attracting price-sensitive consumers and increasing revenue.

Data analytics is a powerful tool for businesses to optimise pricing and promotions for price-sensitive consumers. Using data analytics to understand consumer behaviour and preferences, brands can develop effective pricing and promotion strategies that appeal to price-sensitive consumers while maximising profitability. 

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If you could understand and influence human emotion, could you use this ability to increase sales and identify the most compelling advertisements, the perfect price point, or the most flawless product mix? 

While advertisers, psychologists, and salespeople have understood this connection for years, only a few have been able to use it to their advantage. Fortunately, neuromarketing is putting the ability to understand consumer behaviour and create compelling marketing tactics into the hands of many. 

In the modern business landscape, with constantly changing consumer preferences, companies must understand what drives consumer behaviour to stay ahead of the curve. 

“People buy on emotion and justify on logic.” Zig Ziglar 

Recent research has revealed that emotional decisions are not irrational or flawed, and our unconscious mind has its own logic. It processes millions of bits of data seamlessly without becoming overwhelmed, unlike our conscious mind, which has a bottleneck due to the limited capacity of our working memory to process only 3-4 pieces of new information at a time. 

However, the unconscious mind’s brilliance stems from its lifetime of learning from our successes and failures, and it makes decisions based on heuristics that have evolved. These decisions are often successful, leading experts to rely on their intuition or “gut feelings.”

The Iowa Gambling Task study highlights the effectiveness of the emotional brain. In this study, subjects were given a fixed budget and four decks of cards to draw from to win as much money as possible. The decks were arranged so that two offered consistent wins, while the other two had high payouts but carried significant risks. Although it took about 50 cards for people to stop drawing from the dangerous deck, it was on the 80th card that they could explain why. On the other hand, the subjects’ anxiety levels were tracked using a device that measured the electrical conductance of their skin, revealing that their hand trembled when they reached for the risky deck after drawing only ten cards. Hence, our intuition or unconscious mind quickly senses danger and makes decisions. On the contrary, logic is slow.

Marketing is all about understanding and influencing consumer behaviour. For years, brands have relied on traditional market research methods to understand customers’ needs and preferences. However, with advancements in neuroscience, researchers can now use cutting-edge tools and techniques to gain deeper insights into consumer behaviour. 

This blog post will explore neuroscience applications in marketing, its history, and the tools used to study consumer behaviour. We will also discuss the use cases of neuroscience in marketing, the new methods in consumer neuroscience research, and the future of neuromarketing.

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What is neuromarketing?

Neuromarketing or Neuroscience marketing involves utilising physiological and neural data to understand the drivers behind customers’ choices, inclinations, and decisions. By applying this knowledge, brands can enhance their advertising, product development, pricing, and other marketing strategies.

As a multidisciplinary field, there are many definitions of the term, but in simple terms, it is a form of decision science applying neuroscience ideas to the marketing field. 

In a nutshell, neuroscience applications in marketing refer to using neuroscience techniques and tools to understand consumer behaviour and develop effective marketing strategies. 

The concept is based on the idea that a person’s behaviour is driven by their brain activity and that marketers can use this knowledge to create more effective marketing campaigns.

Neuromarketing and neuroeconomics have been used interchangeably, confusing their differences. Many experts consider neuromarketing a subgenre of neuroeconomics that studies neuroscience in decision-making. But others argue that neuromarketing should be considered independent since it focuses on marketing.

History and Origins of Neuroscience for understanding consumer behaviours

The origins of neuroscience can be traced back to the early 19th century when researchers began studying the nervous system’s structure and function. Over time, the field has expanded to include studying brain activity and its impact on behaviour. In the 1990s, researchers began using brain imaging techniques such as fMRI and EEG to study brain activity and its relationship to behaviour. 

The term “neuromarketing” was popularised by Dutch marketing professor Ale Smidts in 2002; however, the field’s roots date back to the 1990s when rigorous research and experimentation began. Among the pioneers was US marketing professor Gerald Zaltman, who filed a patent for the Zaltman Metaphor Elicitation Technique (ZMET) four years before the term “neuromarketing” was coined. ZMET is a marketing research tool that delves into people’s conscious and subconscious thoughts using carefully curated image sets to elicit positive emotional responses and potentially influence purchasing decisions.

The use of neuroscience in marketing began in the early 2000s, with companies like Coca-Cola and Frito-Lay using fMRI to study consumers’ responses to their products.

One of the earliest recorded neuromarketing experiments occurred at Baylor College of Medicine in 2003, led by Professor of Neuroscience Read Montague. The study was an extension of a 1975 taste test challenge between Pepsi and Coca-Cola, where participants blindly tasted and selected their preferred drink. Although the results showed Pepsi as the winner, Coca-Cola continued to dominate the cola market share. Curious, Montague repeated the experiment, using fMRI scans to track participants’ brain activity this time.

The study revealed that different parts of the brain lit up depending on whether participants were aware of the brand they were consuming. Coca-Cola triggered responses from the medial prefrontal cortex associated with attention and short-term memory. When aware of the brand, participants preferred Coca-Cola over Pepsi, but when oblivious to the brand, they preferred Pepsi, as indicated by the ventral putamen, responsible for decision-making and reward perception.

Using neuroscience tools to sweeten market research

Consumer neuroscience tools are the instruments used to study brain activity and behaviour. These include biometric tools like eye tracking, facial recognition software, and imaging tools like EEG and galvanic skin response. Each tool has its inherent strengths and limitations, and usage would depend largely on the study’s goals. 

Eye tracking

Eye tracking is a tool used to measure eye movements and gaze behaviour. It is used to study how people process visual information and can help marketers understand which elements of their advertising or website design are most effective.

Facial recognition software

Facial recognition software analyses facial expressions and emotions. It is used to study consumers’ emotional responses to products, advertising, and other marketing materials.

fMRI

Imaging techniques such as fMRI are used to measure brain activity. They study how the brain processes information and responds to various stimuli.

ECG

ECG is used to measure heart rate and heart rate variability. It is used to study the emotional response to marketing materials.

Electroencephalography

Electroencephalography (EEG) is a neuromarketing research method used to measure cognitive processes, such as calculations, to predict consumer behaviour.

Galvanic skin response

Galvanic skin response is used to measure changes in skin conductance. 

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Tests used to understand consumer behaviour

Neurolinguistic programming (NLP)

Neurolinguistic programming (NLP) focuses on the relationship between language, behaviour, and the brain. It operates under the belief that language can shape thoughts and emotions and that modifying language can change thoughts and emotions. NLP is commonly used in marketing research to investigate how language and framing influence consumer behaviour and decision-making. For instance, it can be used to analyse how the language used in an advertisement affects the emotional response of consumers or how presenting a product in a specific manner can impact purchasing decisions.

Implicit association tests (IATs)

Implicit association tests (IATs) are psychological assessments that measure unconscious biases and attitudes by analysing the time it takes a person to associate a particular word or image with a specific category. In marketing research, IATs are often employed to study consumer attitudes and preferences and detect potential biases in decision-making processes. For example, IATs can be conducted to examine consumer attitudes toward various brands, products, or marketing messages.

NLP and IAT can provide valuable insights into consumer behaviour and decision-making processes and can be used with other neuroscience marketing research methods. 

Uses cases and applications of Neuroscience in Marketing

Several applications of neuroscience in marketing include advertising, branding, website optimisation, pricing, product development, and product experience.

For example, eye tracking can identify the most effective placement of ads on a webpage, while facial recognition software can identify the emotional response to an ad.

New Methods in Consumer Neuroscience Research

Recent advancements in technology have opened up new avenues for consumer neuroscience research. Virtual Reality (VR) can create realistic environments for studying consumer behaviour, while mobile EEG devices allow researchers to study brain activity in real-world settings.

Another exciting development is using machine learning algorithms to analyse large datasets of brain activity. This approach can help identify patterns and relationships between brain activity and behaviour, providing deeper insights into consumer behaviour.

Limitations of neuromarketing

  • Limited Sample Size

Neuromarketing research often requires expensive equipment and specialised expertise, which limits the number of participants involved in the study. This limited sample size could lead to biased results and generalisation errors.

  • Difficulty in Interpretation
    The interpretation of brain data is a complex process requiring the expertise of specialised neuroscientists. There often needs to be explicit agreement on what a particular brain activity pattern means, which can interpret neuromarketing data as challenging.
  • Lack of Real-Life Relevance
    Most neuromarketing research is conducted in laboratories and may not accurately reflect real-world scenarios. In real-life environments, consumers’ behaviour is often influenced by several external factors, such as culture, social norms, and personal experiences.
  • High-Cost
    Neuromarketing research requires expensive equipment and specialised expertise, which can be cost-prohibitive for small and medium-sized businesses. As a result, only large corporations can afford to invest in such research.
  • Ethical Issues
    Neuromarketing research raises ethical concerns, such as the possibility of manipulating consumer behaviour and invading their privacy. Consumers may be unaware of the research’s purpose, and their data could be misused for commercial gain.

Ethical considerations

  • Informed Consent
    Consumers should be fully informed about the research’s purpose and the data collection process. They should have the right to opt out of the study and have their data removed.
  • Privacy
    Neuromarketing research involves collecting sensitive personal information, requiring adequate data security measures to prevent breaches and unauthorised access.
  • Transparency
    The results of neuromarketing research should be transparently communicated without manipulating the data or using it to mislead consumers.
  • Fairness
    Neuromarketing research should not be used to exploit vulnerable consumers or unfairly target specific groups.
  • Responsibility
    Brands should take responsibility for their actions and use neuromarketing research ethically without manipulating consumers or promoting harmful products.

The Future of Neuroscience in Market Research

With the advancement of technology, neuroscience in marketing is expected to become even more prevalent. Gaining deeper insights into consumer behaviour can help brands create more effective marketing campaigns, improve product development and enhance the overall customer experience.

However, as detailed above, there are concerns about the ethical implications of using neuroscience in marketing. Critics argue that using these techniques can be invasive and that there are potential risks to consumer privacy.

As with any technology, using neuroscience in marketing responsibly and ethically is paramount. By doing so, brands can harness the power of neuroscience to gain deeper insights into consumer behaviour while respecting consumer privacy and autonomy.

Neuroscience applications in marketing offer exciting opportunities to gain deeper insights into consumer behaviour.  As technology evolves, new consumer neuroscience research methods are emerging. The future of neuroscience in marketing looks promising, offering new ways to improve the customer experience to drive business success.

Kadence International helps leading brands make game-changing decisions. If you are looking for a research partner to help better understand your customers, we would love to help. Simply fill out our Request for a Proposal here.

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Contextual advertising is quickly becoming the go-to solution for a cookieless world. 

With the evolution of technology, consumers have been exposed to various online ads, including banner and video ads. These ads have been either contextual —based on the content of a web page, or behavioural —served to a consumer based on their web-browsing behaviour.

To better understand consumer preference, Harris Poll recently conducted a study investigating consumer opinions on relevant online ads and their views on using their browsing history for advertisement targeting.

The survey revealed that 65% of respondents are more likely to be tempted to purchase from an ad relevant to the page they are currently viewing, whereas only 35% expressed a preference for an ad based on their web-browsing activities from the past month.

Contextual targeting is an effective advertising technique that can improve the relevancy and success of your ad campaigns. By understanding how it works and taking the necessary steps to get started, you can create successful campaigns that reach your target audience and drive results.

What is contextual advertising?

Contextual advertising is an innovative marketing method that creates highly targeted advertising campaigns based on a person’s online content. When displaying an ad, contextual advertising considers various factors to ascertain what content is the most appropriate for users. It seeks out potential prospects by considering contexts like the material of a web page, area, or meteorological conditions.

For instance, an article about nutrition could show ads for vitamin supplements, while a travel website might feature advertisements for hotels and tour operators.

This article on the “12 Best Mississippi River Cruises for 2023-2024” shows a display ad for Norwegian cruises.

How does contextual advertising work, and how to get started?

Contextual targeting is an online advertising technique that targets specific audiences based on the context of the website or app they are using. It allows advertisers to serve ads relevant to the user’s content, improving the likelihood of a click or conversion. So, how does it work?

Contextual targeting analyses a web page or app’s content and determines the main theme or topic. This could be done through the use of keywords or through natural language processing (NLP), which uses algorithms to understand the meaning of the text. Once the content topic is determined, advertisers can use this information to show relevant ads to users who are most likely to engage with the content.

Getting started with contextual targeting requires a few steps. First, determine your advertising goals and target audience. Then, find a contextual targeting platform that aligns with your needs. Some popular platforms include Google Ads, Facebook Ads, and AdRoll.

Once you select your platform, you can create your ad campaigns. Make sure to choose relevant keywords and topics for your ad groups, and use creative that aligns with the content on the web page or app. Testing and optimising your campaigns is crucial to success, so regularly analyse your data and make necessary changes.

The concept of contextual advertising is quite simple. Crawlers search the web and organise pages based on their semantic context. When someone visits the page, the ad server obtains the content information, which it compares with relevant ads according to keywords and other content-based criteria. The more efficient the system is at understanding the proper context of the page, the better the ad matching will be. For example, a contextual advertisement for a hardware store could appear beside an article on home improvement.

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How is contextual advertising different from behavioural advertising?

Contextual and behavioural advertising are two different forms of online marketing often used to target audiences in unique ways. While they share similar goals of delivering relevant and engaging content to potential customers, they use distinct strategies.

Contextual advertising relies on analysing the webpage’s content or app on which the advertisement will be displayed. The goal is to match the ad to the specific topic of the webpage in the hopes that the user will be more likely to engage with it. For example, if someone is browsing a skincare blog, a contextual ad might display an advertisement for a personal care or makeup brand.

On the other hand, behavioural advertising uses information about the user’s online behaviour to deliver ads tailored to their interests and past activity. This involves tracking users’ browsing and search history to understand their interests, behaviours, and purchasing habits. This allows for highly personalised advertising, with highly relevant ads appearing on the platform based on the user’s past behaviours.

Consumers are, by and large, uncomfortable with ads that require personal information.

So contextual and behavioural advertising share similar goals but use vastly different strategies. Ultimately, the best approach will depend on the brand, audience, and desired outcome. Regardless of the method, the goal remains to deliver engaging, relevant content to potential customers.

Ways brands can use contextual advertising to drive results

The modern marketing world has presented several innovative and powerful ways for businesses to target their customers. One such method is contextual advertising, which considers multiple factors such as location data, weather conditions, and content on a page to tailor the ad experience for a given user accurately.

Weather-triggered advertising is an excellent example of how this can increase engagement and, ultimately, purchases. For instance, a cold beverage brand could use location and weather data to send targeted ads to customers on hot days, or a retailer selling rain gear could increase foot traffic with ads on rainy days.

  • Google AdSense is one of the most popular contextual advertising tools and allows businesses to target customers based on the content they’re viewing. For example, if you have a travel blog, you may receive ads from airline and tour providers.
  • In-game and in-video advertising are also great ways to use contextual ads. In-game ads often appear before the game loads and during the game, and YouTube has been incorporating in-video ads for a while now.
  • Native advertising is another type of contextual advertising that presents sponsored content in the same format as other content on the website while personalising the ad experience based on location and other data.
  • Dynamic Creative Optimisation (DCO) is a strategy that takes contextual advertising further and makes it more effective. AI platforms use consumer engagement data and other relevant signals to determine the best creative for each individual user.
  • Conversational marketing is a powerful tool that allows companies to offer customers more personalised recommendations and to provide them with more relevant messaging.
  • AI advertising considers all of these factors and can use machine learning to understand how likely a user will take a specific action, helping businesses increase engagement and drive better outcomes.

Contextual targeting uses first-party data  

Contextual targeting can use first-party data to incorporate commerce indicators into the existing contextual signals and construct product affinity scores for each URL. This allows marketers to narrow in on the most impactful pages and products. Considering the recent phasing out of third-party cookies, contextual targeting has returned to the limelight since it doesn’t rely on cookies.

In today’s digital landscape, delivering relevant advertising to audiences while respecting their privacy has become increasingly challenging. The demise of third-party cookies, a staple for tracking users across the web, has made it more difficult for advertisers to create personalised campaigns that target the right users at the right time.

That’s where contextual advertising comes in. Rather than relying on user data to deliver ads, contextual advertising uses the content of the website or app the user is currently browsing to determine which ads to display. This means the ads users see are related to the content they’re engaging with rather than just based on their browsing history.

Why is contextual advertising so crucial in a cookieless world? 

Contextual advertising allows advertisers to continue to reach their desired audiences without infringing on their privacy. It also helps to ensure users are shown ads relevant to their interests and needs rather than just what they’ve recently searched for online.

Contextual advertising also allows for greater flexibility and creativity in ad creation. With cookie-based advertising, advertisers were limited by the data available to them about users. But contextual advertising focuses on the content and the context in which the ad will be displayed. This allows for more imaginative and impactful ads that resonate deeply with users.

Contextual advertising is more important than ever in a cookieless world because it allows advertisers to continue to reach their desired audiences while respecting user privacy and encourages greater creativity and flexibility in ad creation. With contextual advertising, the future of digital advertising looks bright.

Uses of Contextual Advertising

Contextual advertising is a type of advertising that targets users based on their online behaviour, such as their search history or the content they have recently viewed. This form of advertising is becoming increasingly popular and offers several advantages for businesses.

Contextual advertising is used to improve targeting. By understanding what content a user has been viewing, businesses can tailor their ads to match their interests. For example, a golf equipment retailer might target users who have recently searched for golf sets or have visited golf tutorial websites.

Contextual advertising is used to help increase ad relevance. By targeting users actively looking for specific products or services, businesses can increase the likelihood that they will click on their ads. This can lead to higher click-through rates and, ultimately, higher conversions.

Contextual advertising is also used to reduce ad waste. By targeting only those users likely to be interested in a particular product or service, businesses can save money on advertising and ensure the right people see them.

Contextual advertising offers a range of benefits for businesses looking to reach their target audience. Companies can use data to understand user behaviour and interests to create targeted and relevant ads that drive conversions and help grow their bottom line.

How New Balance harnessed the power of contextual advertising

To give an excellent example of the power of contextual advertising, let’s look at the New Balance campaign. This global athletic brand launched a unique running event by projecting its ads onto a nearby billboard. Instead of relying on cookie data for personalised ads, New Balance harnessed the power of contextual advertising.

Using sophisticated algorithms, New Balance’s campaign recognised people running past the billboard, thanks to special sensors, and adapted the content to reflect their goals and interests. They encountered content tailored to their activity level, aspirations, and preferences as they continued to run.

This illustrates how contextual advertising isn’t limited by personalisation based on cookies. Instead, the content is chosen in real-time, according to contextual clues, such as physical activity and digital trends. In addition, it can reach target audiences who might otherwise be unreachable by cookie-based campaigns.

Thanks to this more granular approach, marketers can zero in on their target market with precision and tailor the message more accurately to each consumer. Contextual advertising offers greater reach by allowing marketers to think beyond traditional channels, leading to better engagement with potential customers.

Beyond New Balance’s billboard example, contextual advertising uses geographical location and weather information. By tapping into these factors, marketers can modify ads for the best user experience, depending on the time of day, geographical location, and current conditions. This has the potential to provide a more immersive user experience.

Ultimately, this approach creates campaigns that not only target the right person but also create the proper context, building higher engagement and greater chances of conversions. It offers far more than a cookie-based approach ever could.

Given the impending changes to cookie use and its limitations, it’s clear that contextual advertising is the future of digital marketing. As companies come to terms with the post-cookie era, those that switch to contextual marketing early will find it easier to remain ahead of the competition.

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Advantages of contextual advertising over behavioural advertising

More in-the-moment ads lead to enhanced relevance. 

Contextual advertising enables brands to display ads highly relevant to the user’s immediate interests based on the web page or app content they are currently consuming. In contrast, personalised advertising depends on the user’s past behaviour, which may not accurately reflect their current needs or preferences.

Better Engagement. 

Since contextual advertising is directly related to the content the user is (currently) viewing, it has a better chance of grabbing their attention and prompting them to act. This leads to a higher click-through rate and better conversion rates than behavioural advertising, which may seem intrusive or irrelevant to the user.

Reduced Intrusiveness. 

Contextual advertising is less intrusive as it does not depend on tracking the user’s online behaviour or gathering personal data. Users may perceive behavioural advertising as intrusive, leading to privacy concerns and brand distrust.

Increased Brand Safety. 

With contextual advertising, brands can ensure their ads are displayed on content that aligns with their values and messaging, reducing the risk of association with controversial or inappropriate content. In contrast, personalised advertising may place ads in contexts that do not match the brand’s image, negatively impacting a brand’s reputation.

Better Performance and ROI. 

Contextual advertising is often more cost-effective than behavioural advertising, requiring less data collection and analysis. Brands can also achieve higher conversion rates and ROI as contextual ads are displayed to users who are already interested in related content. This leads to a better return on investment compared to behavioural advertising, which can be hit or miss depending on the accuracy of the user’s past behaviour data.

Challenges in contextual advertising

Inappropriate Ad Placement.

One of the biggest challenges of contextual advertising is ensuring the ad is placed appropriately on a website. A contextual ad may contain content that could be considered inappropriate or offensive for some visitors, so it’s crucial to ensure the ad is displayed only in the right context.

Competition. 

Another challenge for contextual advertising is the competition in the online advertising space. Thousands of other ads run at any given time, and many are targeted toward the same audience, making it harder for your ad to stand out.

Lack of Targeted Audience. 

Ensuring that the right audience sees your contextual ad can be challenging. If the ad is placed on the wrong website, it will likely not reach its intended audience, which means it won’t generate the expected traffic or conversion rates.

You must keep a close eye on your contextual ads as some contexts are too broad for precise targeting, and with so many possible placements, your ad may be quickly out of sight and out of mind.

Difficulty in Tracking Results. With contextual advertising, tracking the results can be difficult as it’s challenging to know if the ad led to a specific conversion or had any impact. The metrics available for measuring success can be confusing and limited.

Ad-blocking Technology. 

Another significant challenge of contextual advertising is ad-blocking technology, which blocks contextual ads on websites. This makes it harder to reach your intended audience and decreases the likelihood of the ad being clicked or generating a conversion. As more people adopt ad-blocking software, contextual advertisers must find creative ways to ensure their ads still reach their target audience.

As marketers have observed, while people prefer ads that are personalised and tailored to their interests, they remain apprehensive about revealing their Personally Identifiable Information (PII) to brands. 

This trepidation is corroborated by many recent studies, revealing that many consumers find it creepy when brands collect their data and browsing habits to deliver targeted ads.

So, what is the best way for brands to produce personalised ads without causing consumers to feel uncomfortable? 

Using contextual ads is one way, as many studies imply consumers find contextual ads more appealing than behavioural ads, as they do not collect any of the user’s personal details. With many tech giants like Apple and Google discontinuing support for third-party cookies, we are seeing a gradual fading out of third-party identifiers, leaving brands to depend on first-and-zero-party data gathered directly from customers. 

Such data, when properly collected, gives brands an advantage in serving their customers with more pertinent ads.

Another critical aspect is building trust. Transparency regarding data collection and the brand’s intentions with that data is paramount to building and retaining consumer trust. 

In a cookie-less world, the significance of contextual advertising cannot be emphasised enough. It is no longer sufficient to rely on user data, especially since there is an increasing demand for privacy and a decline in the use of cookies. Contextual advertising provides targeted and relevant ads and allows brands to maintain their ad campaigns in a way that respects users’ privacy. With the right approach, contextual advertising can improve the user experience, drive conversions and ROI, and boost overall business growth. 

The cookie may be crumbled, but the potential of contextual advertising is limitless. As we navigate the evolving digital landscape, embracing the power of context and its place in advertising will become increasingly important.

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