In the fast-paced business world, marketing leaders in large organisations face unprecedented challenges.

We live in an information-saturated world, with abundant information on techniques, facts, and figures to assist decision-making. However, without a proper way to harness and analyse this vast amount of information, marketers can quickly become overwhelmed by the constant influx of reports from marketing research, economic forecasts, cost analyses, and sales breakdowns. Mere access to mountains of data is not enough. Marketing leaders must possess a method of analysis that cuts through the noise to focus on new opportunities.

Market segmentation is pivotal in crafting effective strategies to engage target audiences in the ever-evolving marketing landscape. It is essential for brand managers and marketers to adopt a forward-thinking approach to market segmentation that ensures long-term success and adaptability. However, while demographic segmentation is important, marketers must move beyond traditional demographic factors and adopt a more nuanced approach. To better understand and target specific consumer segments, they must delve into other criteria, such as customer motivations and behaviour patterns. 

Effective market segmentation requires a deep understanding of customer needs and desires and identifying unique segments that align with a company’s offerings. By embracing these new criteria, marketers can enhance their strategies and improve business outcomes.

This blog post uncovers segmentation analysis and the concept of market segmentation, its significance, and actionable strategies to future-proof your segmentation efforts to meet the needs of today’s marketplace.

Segmentation analysis must go beyond demographic segmentation.

Segmentation analysis provides a solution to the overwhelming data faced by marketing directors. Instead of setting targets based on broad market categories or relying solely on demographic breakdowns, segmentation analysis offers a systematic approach. It allows marketing planners to identify the most crucial segments and tailor brands, products, packages, communications, and marketing strategies specifically for them. This method greatly simplifies the objective-setting process, enabling marketers to focus on strategically significant segments and maximise their effectiveness.

Segmentation analysis helps marketers cut through large amounts of data by providing a structured framework for organising and analysing information. It allows them to identify patterns, trends, and insights that might not be apparent when dealing with data. 

By breaking down the market into smaller segments, marketers can focus on understanding each segment’s unique needs, motivations, and behaviours.

This approach enables marketers to allocate their resources more effectively. Rather than developing generic marketing strategies for the entire market, segmentation analysis helps identify the most valuable and strategically important segments. Marketers can then tailor their products, services, messaging, and promotional activities to resonate with these specific segments, maximising the impact of their marketing efforts.

36% of consumers expressed frustration when they received irrelevant marketing messages, highlighting the importance of accurate market segmentation. (Source: Deloitte)

Segmentation analysis also allows marketers to personalise their communication and offerings. By understanding the distinct characteristics and preferences of different segments, marketers can create targeted marketing campaigns that speak directly to the needs and desires of each group. This personalisation helps to build stronger connections with consumers, increases engagement, and improves the overall effectiveness of marketing initiatives.

Using segmentation analysis, marketers can set realistic and achievable objectives. When they focus on specific segments, they can establish clear goals that align with the needs and potential of each segment. This simplifies the objective-setting process and ensures that resources are allocated in a way that generates the highest return on investment.

Brands like Unilever, Procter & Gamble (P&G), and Coca-Cola own numerous brands across different product categories —many of which compete with each other in the marketplace. For instance, in the ice cream segment, Unilever has competing brands, such as Ben & Jerry’s and Magnum, offering indulgent frozen treats but with distinct brand identities and positioning. Unilever also operates various personal care brands like Dove, Lux, and Lifebuoy, which may overlap in product offerings and target consumers.

Coca-Cola offers Coca-Cola Classic, Diet Coke, Coca-Cola Zero Sugar, and Sprite, among others. These brands target different consumer preferences, allowing Coca-Cola to capture a broader market share and cater to various segments within the beverage industry.

P&G also owns multiple brands in the laundry detergent market, including Tide, Gain, and Ariel, which compete with each other for market share. Similarly, P&G’s portfolio includes different skincare brands, such as Olay and SK-II, that target different market segments.

beauty-trends

Understanding the Importance of Market Segmentation

Market segmentation involves dividing a broad target market into groups with shared characteristics, needs, and preferences. By segmenting your market, you can tailor marketing efforts, optimise messaging, and enhance customer experiences, ultimately driving business growth.

Market segmentation offers several benefits:

  • Precision in Targeting
    By identifying specific segments within the market, you can focus your resources on the most promising customer groups, ensuring a higher return on investment (ROI) for your marketing activities.
  • Customised Messaging

Segmentation enables you to create targeted messages that resonate with specific customer groups. By understanding their unique needs and preferences, you can communicate the right value proposition, increasing engagement and conversions.

  • Enhanced Customer Experience
    You can provide personalised experiences that align with customers’ expectations by tailoring your offerings and marketing initiatives to specific segments. This personalised approach fosters loyalty and long-term customer relationships.

Types of Effective Market Segmentation

Market segmentation divides a target market into groups based on shared characteristics, needs, or behaviours. By utilising various types of market segmentation, brands can gain a deeper understanding of their target audience, tailor marketing strategies, and deliver personalised experiences that resonate with specific consumer groups. It allows brands to allocate resources effectively, optimise messaging, and enhance customer satisfaction.

According to a study by HubSpot, companies that effectively segment their target audience are 3.5 times more likely to report higher ROI on their marketing efforts.

Here are some common types of market segmentation that brands utilise:

  • Demographic Segmentation
    This involves dividing the market based on demographic variables such as age, gender, income, education, occupation, marital status, and family size. Demographic segmentation provides insights into consumer preferences and behaviours associated with specific demographic groups.
  • Psychographic Segmentation
    Psychographic segmentation categorises consumers based on their attitudes, values, interests, opinions, and lifestyles. This type of segmentation goes beyond demographics and focuses on understanding consumers’ motivations, aspirations, and personality traits.
  • Behavioural Segmentation
    Behavioural segmentation divides the market based on consumer behaviours, including purchasing patterns, usage rates, brand loyalty, benefits sought, and occasion-based buying. This type of segmentation helps identify customers with similar behaviours and target them with tailored marketing strategies.
  • Geographic Segmentation
    Geographic segmentation involves dividing the market based on geographic factors such as location, climate, culture, language, and population density. It recognises that consumer preferences and needs can vary based on geographic regions.
  • Firmographic Segmentation
    Firmographic segmentation is often used in B2B marketing and involves segmenting businesses based on specific characteristics such as industry, company size, revenue, location, and purchasing power. This type of segmentation helps brands tailor their offerings and messaging to specific customers.
  • Benefit Segmentation
    Benefit segmentation divides the market based on the specific benefits or solutions customers seek. It identifies segments with similar needs or desired outcomes and allows brands to develop targeted marketing messages highlighting relevant benefits.
  • Occasion Segmentation
    Occasion segmentation divides the market based on the specific occasions or events that trigger a consumer’s need or desire for a product or service. By understanding consumer behaviours and needs on different occasions, brands can create targeted marketing campaigns.
  • Generational Segmentation
    Generational segmentation categorises consumers based on their birth cohorts, such as Baby Boomers, Generation X, Millennials, and Generation Z. Each generation has unique characteristics, behaviours, and preferences influencing their purchasing decisions.
  • Ethnicity and Cultural Segmentation
    Ethnic and cultural segmentation recognises that different ethnic and cultural groups may have distinct preferences, needs, and buying behaviours. It considers language, customs, traditions, and cultural values.
  • Lifestyle Segmentation
    Lifestyle segmentation involves dividing the market based on consumers’ interests, hobbies, activities, and social behaviours. It helps brands understand the lifestyles of their target customers and develop marketing strategies that align with their preferences.

The Harvard Business Review reported that companies that leverage psychographic segmentation to understand consumer motivations and behaviours see average revenue growth of 10% to 15%.

Future-Proofing Market Segmentation Strategies

To ensure the longevity and adaptability of your market segmentation efforts, consider the following future-proofing strategies:

  • Embrace Data-Driven Insights: Leverage advanced analytics and market research to gain in-depth consumer insights. Utilise data to identify emerging trends, preferences, and market shifts, enabling agile adjustments to segmentation strategies. Invest in customer relationship management (CRM) systems and data analytics tools to collect and analyse customer data effectively.
  • Prioritise Flexibility and Agility: Recognise that market segmentation is not static. Consumer preferences evolve, necessitating ongoing evaluation and adjustment of segmentation criteria. Foster a culture of adaptability to respond to changing market dynamics. Review and refine your segmentation strategies to meet evolving consumer needs and behaviours.
  • Personalisation and Customisation: Embrace the demand for personalised experiences. Leverage customer data and automation tools to deliver tailored messaging, products, and experiences to different segments. Place a strong emphasis on customisation to meet diverse consumer demands. Implement personalisation strategies across various touchpoints, including website experiences, email marketing, and product recommendations.
  • Incorporate Digital and Social Media Intelligence: Digital channels provide valuable insights into consumer behaviour and sentiment. Use social listening tools, web analytics, and social media platforms to gain real-time consumer insights, inform segmentation strategies, and drive relevant engagement. Monitor online conversations, social media trends, and online reviews to identify emerging consumer preferences and sentiment shifts.
  • Foster Innovation and Experimentation: Stay ahead by embracing innovation and experimentation in your market segmentation strategies. Monitor industry trends, explore emerging technologies, and test new segmentation approaches. Be open to iteration and adapt strategies based on results and feedback. Encourage a culture of creativity and continuous improvement within your marketing team to stay agile and responsive to market changes.
  • Embrace Cross-Channel Integration: As consumer touchpoints continue to expand across various channels, it is crucial to integrate your market segmentation efforts seamlessly. Align your segmentation strategies across online and offline channels to deliver consistent messaging and experiences. Leverage customer data collected from multiple channels to gain a holistic view of your target segments and ensure a unified approach to segmentation.
  • Anticipate Future Consumer Needs: Future-proofing your market segmentation requires a forward-thinking mindset. Stay updated on industry trends, emerging technologies, and changing consumer behaviours. Anticipate future needs and preferences by conducting market research, forecasting trends, and leveraging predictive analytics. You can proactively adjust your segmentation strategies to meet evolving market dynamics by staying ahead of consumer demands.
  • Emphasise Ethical and Social Responsibility: In an era where consumers are increasingly conscious of social and environmental issues, integrating ethical considerations into market segmentation strategies is crucial. Align your brand with causes and values that resonate with your target segments. Showcase your commitment to sustainability, diversity, and social responsibility through marketing communications and initiatives. By demonstrating your brand’s ethical stance, you can connect with socially conscious consumers and strengthen brand loyalty.
guide-to-gen-z

According to a report, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. (Source: Accenture)

  • Foster Collaboration Across Departments: Market segmentation efforts should not exist in isolation within the marketing department. Foster collaboration across different departments, including product development, sales, and customer service, to gather valuable insights and align segmentation strategies with overall business goals. By involving key stakeholders and cross-functional teams, you can ensure the entire organisation’s segmentation efforts are well-integrated and supported.
  • Continuously Monitor and Evaluate: Future-proofing your market segmentation requires ongoing monitoring and evaluation. Regularly review the effectiveness of your segmentation strategies, track key performance indicators, and measure the impact of your marketing campaigns. Leverage analytics tools and customer feedback mechanisms to gain insights into your target segments’ evolving needs and preferences. Use these insights to refine and optimise your segmentation strategies over time.
  • Stay Ahead of Technological Advancements: Technology continues to shape consumer behaviour and marketing practices. Stay abreast of technological advancements and leverage them to enhance your market segmentation efforts. Embrace artificial intelligence (AI), machine learning, and automation tools to streamline data analysis, identify patterns, and optimise targeting strategies. Consider adopting innovative solutions like chatbots, virtual and augmented reality to create immersive experiences tailored to different segments.
  • Cultivate a Customer-Centric Culture: Maintain a customer-centric approach in your market segmentation strategies. Truly understanding your target segments’ needs, preferences, and pain points will enable you to develop compelling value propositions and deliver exceptional customer experiences. Encourage customer feedback, actively listen, and continuously gather insights to inform your segmentation decisions. By placing the customer at the centre of your strategies, you can build long-lasting relationships and drive sustainable business growth.

Future-proofing your market segmentation strategies is essential for marketing managers, CMOs, and brand managers to thrive in an ever-changing business landscape. When you embrace data-driven insights, flexibility, personalisation, digital intelligence, innovation, and social responsibility, you can ensure the longevity and effectiveness of your segmentation efforts. Continuously monitor market trends, technological advancements, and evolving consumer preferences to stay ahead. Keeping your segmentation strategies agile, customer-centric, and aligned with your business goals can drive meaningful connections, foster loyalty, and achieve sustainable success in a dynamic and competitive marketplace.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

Establishing a strong brand presence is paramount for success. However, simply creating a brand is not enough. To ensure its longevity and effectiveness, constant monitoring and evaluation are essential. This is where brand tracking comes into play. 

Brand tracking is the systematic process of measuring and analysing a brand’s performance, perception, and impact in the marketplace.

Brand tracking gives marketers invaluable insights into how customers perceive their brand, how it compares to competitors, and how it evolves over time. By closely monitoring brand performance, businesses can make informed decisions, identify areas for improvement, and craft effective marketing strategies.

The importance of brand tracking cannot be overstated. In an ever-changing business environment, where consumer preferences and market dynamics constantly evolve, understanding how your brand is perceived and how it performs against key metrics is crucial. Without this knowledge, businesses risk losing relevance, missing opportunities, and falling behind competitors.

Brand tracking also enables businesses to measure and track brand equity, encompassing a brand’s value, recognition, and loyalty. By monitoring brand equity, marketers can identify strengths and weaknesses, track the effectiveness of branding initiatives, and make data-driven decisions to enhance brand value.

Additionally, brand tracking allows businesses to track customer perceptions and sentiments. By gathering data on customer opinions, preferences, and experiences, companies can identify shifts in customer sentiment, address potential issues, and tailor their messaging and offerings to meet customer expectations.

Last but not least, brand tracking helps businesses gain a comprehensive understanding of their market share. By monitoring market share trends and comparing them with competitors, companies can assess their position in the market, identify growth opportunities, and develop effective market penetration strategies.

Benefits of Brand Tracking

Implementing brand tracking strategies offers numerous advantages and benefits to companies. Let’s delve into these benefits in detail:

Informed Decision-Making: Brand tracking gives businesses the data and insights needed to make informed decisions. Companies can assess the effectiveness of their branding and marketing efforts by collecting and analysing relevant metrics, such as brand awareness, customer loyalty, and market share. This enables marketers to identify what is working and what needs adjustment, allowing for data-driven decision-making that leads to improved business outcomes.

Measuring Brand Equity: Brand tracking allows companies to measure and track brand equity, representing the value and strength of a brand in the minds of consumers. Through brand equity measurement, companies can assess their brand’s overall health and perception, track its performance over time, and identify the factors contributing to its success. This helps marketers understand their brand’s value in the marketplace and make strategic decisions to enhance brand equity.

Tracking Customer Perceptions: Understanding how customers perceive a brand is essential for maintaining a strong market position. Brand tracking enables businesses to track customer perceptions by gathering feedback, measuring customer satisfaction, and monitoring sentiment analysis. By assessing customer perceptions, companies can identify areas where their brand excels and areas where improvements are needed. This knowledge empowers marketers to align their brand messaging, products, and customer experiences with customer expectations, increasing satisfaction and loyalty.

Identifying Areas for Improvement: Brand tracking gives organisations insights into areas where improvements can be made. Companies can identify gaps and weaknesses in their brand strategy by analysing customer satisfaction, brand loyalty, and market share metrics. This enables marketers to pinpoint areas for improvement and take proactive steps to address them. Whether it involves refining product offerings, adjusting pricing strategies, or enhancing brand communication, brand tracking helps businesses stay ahead of the competition and meet evolving customer needs.

Key Metrics and KPIs

Brand tracking relies on key metrics and key performance indicators (KPIs) that provide valuable insights into brand performance. These key metrics and KPIs form the foundation of brand tracking, providing businesses with a comprehensive understanding of brand performance, customer perceptions, and market dynamics. Let’s explore some essential metrics and their significance:

Brand Awareness: Brand awareness measures the extent to which consumers are familiar with a brand and its offerings. It provides insights into the reach and recognition of a brand among its target audience. Metrics like aided and unaided brand awareness, recall, and recognition rates help assess the effectiveness of marketing efforts in creating brand visibility and recognition.

Customer Loyalty: Customer loyalty metrics gauge the level of customer commitment and attachment to a brand. Metrics like customer retention rate, repeat purchase rate, and net promoter score (NPS) provide insights into the loyalty and advocacy of existing customers. These metrics help assess the effectiveness of customer retention strategies, customer satisfaction, and the likelihood of customers recommending the brand to others.

Market Share: Market share measures the portion of the market that a brand captures compared to its competitors. It helps businesses understand their position within the industry and their relative success in attracting customers. Market share metrics enable companies to assess their brand’s performance with competitors, identify market trends, and evaluate the effectiveness of marketing and sales strategies.

Brand Perception and Image: Brand perception metrics focus on understanding how customers perceive a brand and its attributes. This includes metrics such as brand associations, brand personality, and brand image. Companies can identify gaps between desired brand image and customer perceptions by measuring customer perceptions, allowing them to make strategic adjustments to align their brand messaging and positioning.

Sentiment Analysis: Sentiment analysis involves analysing customer opinions and sentiments towards a brand. By utilising natural language processing (NLP) techniques, sentiment analysis tools can quantify and categorise customer feedback from various sources, such as social media, reviews, and surveys. This provides insights into customer sentiment, satisfaction levels, and potential issues or opportunities for improvement.

Brand Equity: Brand equity metrics assess a brand’s overall value and strength. These metrics measure factors such as brand recognition, brand loyalty, perceived quality, and brand associations. By tracking brand equity, businesses can evaluate their brand’s performance over time, identify areas for improvement, and make informed decisions to enhance brand value and relevance.

Brand Tracking Methods and Tools

Brand tracking employs various methods and tools to gather data and insights about a brand’s performance. These approaches range from traditional methods to modern techniques that leverage technology and analytics. Let’s explore some of the common methods and tools used in brand tracking:

Surveys: Surveys have long been a staple in brand tracking research. They involve collecting feedback directly from customers through structured questionnaires. Surveys can measure brand awareness, customer satisfaction, brand perception, and other key metrics. They provide quantitative data that can be analysed to understand customer preferences, sentiments, and behaviour. Online surveys, telephone surveys, and in-person interviews are commonly used survey methods.

Social Media Monitoring: With the rise of social media, tracking brand mentions, discussions, and sentiments on platforms like Twitter, Facebook, and Instagram has become crucial. Social media monitoring tools allow companies to track brand conversations, identify influencers, and measure sentiment analysis. By monitoring social media, companies can gain real-time insights into how their brand is perceived and engage with customers directly.

Sentiment Analysis Tools: Sentiment analysis tools use natural language processing (NLP) and machine learning algorithms to analyse and categorise customer sentiment in text data. These tools can process customer reviews, social media comments, and other textual data sources. By automatically classifying sentiment as positive, negative, or neutral, brands can gain a deeper understanding of customer opinions and identify areas for improvement.

Web Analytics: Web analytics tools track and analyse website and online campaign data. They provide insights into website traffic, user behaviour, conversion rates, and other relevant metrics. Web analytics can help measure brand awareness by tracking website visits, time spent on site, and page views. These tools allow organisations to understand how customers interact with their online presence and optimise their digital marketing strategies accordingly.

Competitive Benchmarking: Competitive benchmarking involves comparing a brand’s performance against its competitors. This method provides insights into market share, customer perceptions, and competitive positioning. Brands can monitor competitors’ marketing campaigns, customer feedback, and social media presence to identify strengths and weaknesses. By benchmarking against industry leaders and competitors, businesses can set performance targets and identify areas for improvement.

Online Reviews and Ratings: Online reviews and rating platforms, such as Yelp, Google Reviews, and Amazon, offer valuable customer feedback. Monitoring and analysing customer reviews provide insights into brand reputation, customer satisfaction, and areas for improvement. By analysing online reviews, brands can identify common pain points, address customer concerns, and improve the overall customer experience.

These methods and tools can be used individually or in combination to gather data and insights for brand tracking. The choice of methods and tools depends on the specific goals, resources, and target audience of a brand tracking initiative. By leveraging a mix of traditional and modern approaches, businesses can comprehensively understand their brand’s performance and make informed decisions to drive success.

beverage-trends

Brand Tracking Best Practices

It is essential to follow best practices that maximise the value of the insights gained from brand tracking research and insights. Here are some practical tips and best practices to consider:

Set Clear Goals: Clearly define the goals and objectives of your brand tracking initiative. Identify the metrics you want to measure and the insights you hope to gain. Setting clear goals helps focus efforts and ensures the tracking process aligns with broader business objectives.

Select Appropriate Metrics: Choose metrics that align with your brand objectives and provide meaningful insights. Consider metrics such as brand awareness, customer loyalty, market share, and sentiment analysis. Selecting the right metrics ensures that you track what matters most to your brand’s success.

Collect Accurate Data: Ensure the accuracy and reliability of your data by using appropriate data collection methods. Whether it’s surveys, social media monitoring, or web analytics, employ validated techniques to collect data from relevant sources. Use proper sampling methods and ensure data quality to increase the reliability of your findings.

Analyse Results in Context: When analysing brand tracking data, consider the broader context. Compare your brand’s performance to industry benchmarks, competitors, and market trends. This context allows for a more comprehensive understanding of your brand’s position and performance.

Take Actionable Steps: Transform insights into actionable steps. Identify areas for improvement or opportunities for growth based on the results of your brand tracking efforts. Develop action plans and strategies to address gaps, optimise marketing efforts, and enhance the customer experience.

Regularly Evaluate and Adjust: Brand tracking is an ongoing process. Regularly evaluate the effectiveness of your brand tracking initiatives and adjust your approach as needed. Stay updated with evolving industry trends and adjust your metrics and methods accordingly to ensure the relevance and effectiveness of your brand tracking efforts.

Integrate with Business Processes: Integrate brand tracking insights into your business processes and decision-making. Share findings with relevant stakeholders and departments to inform marketing strategies, product development, and customer experience enhancements. By integrating brand tracking into your organisation, you can drive meaningful change and improvements.

By following these best practices, you can ensure that your brand tracking efforts are effective, actionable and contribute to your brand’s success. Continuously refine your approach based on feedback, adapt to changing market conditions, and leverage the insights gained to make informed decisions that drive your brand forward.

Common Brand Tracking Challenges and Solutions

Implementing brand tracking strategies comes with its share of challenges. Being aware of these challenges and having solutions in place can help ensure the effectiveness and reliability of your brand tracking efforts. Let’s explore some common challenges and potential solutions:

Challenge: Data Accuracy 

Data accuracy is crucial for reliable brand tracking. Inaccurate or incomplete data can lead to misleading insights and hinder decision-making.

Solution 

Ensure data accuracy by using standardised data collection methods and validated survey instruments. Double-check data entry and cleaning processes to minimise errors. Implement quality control measures to validate data integrity and reliability. Regularly audit and validate data to ensure accuracy over time.

Challenge: Sample Bias 

Sample bias occurs when the selected sample does not represent the target population accurately, leading to skewed insights.

Solution

Use proper sampling techniques to ensure a representative sample. Random sampling or stratified sampling methods can reduce sample bias. Consider demographic and psychographic factors when selecting your sample to ensure diversity. Regularly evaluate and adjust your sampling strategy to account for changes in your target audience.

Challenge: Interpretation Issues 

Interpreting brand tracking data accurately is essential. Misinterpretation can lead to incorrect conclusions and misguided decision-making.

Solution

Invest in skilled analysts or work with a market research agency with data analysis and interpretation expertise. Develop a comprehensive data interpretation framework to guide analysis and minimise subjective interpretations. Conduct cross-functional discussions to gain multiple perspectives on data interpretation.

Challenge: Privacy and Data Security 

Maintaining data privacy and security is paramount in brand tracking. Businesses must protect customer information and adhere to data protection regulations.

Solution

Follow industry best practices for data privacy and security. Implement robust data protection measures, including encryption, access controls, and secure storage protocols. Obtain explicit consent from customers for data collection and use. Comply with relevant data protection regulations, such as GDPR or CCPA. Regularly audit and review data management practices to ensure compliance and maintain customer trust.

Future Trends in Brand Tracking

The field of brand tracking continues to evolve with advancements in technology and emerging trends. These emerging trends in brand tracking present exciting opportunities for businesses to gain deeper insights, drive personalised experiences, and make data-driven decisions. By embracing technological advancements and staying abreast of these trends, marketers can enhance their brand tracking practices and stay ahead in the rapidly evolving business landscape. Let’s explore some of the key future trends and their potential impact:

AI-driven Analytics: Artificial intelligence (AI) and machine learning algorithms have the potential to revolutionise brand tracking. AI-driven analytics can automate data collection, analysis, and interpretation, enabling real-time insights and proactive decision-making. AI algorithms can quickly process vast amounts of data, identify patterns, and provide predictive analytics for better forecasting and planning.

Predictive Modeling: Predictive modelling leverages historical data to predict future outcomes. Using machine learning algorithms, businesses can identify patterns and trends to forecast brand performance, customer behaviour, and market dynamics. Predictive modelling enables proactive decision-making, allowing companies to anticipate changes and stay ahead of the competition.

Social Listening and Natural Language Processing (NLP): The growing importance of social media and online conversations have given rise to social listening tools and NLP techniques. These tools allow businesses to monitor brand mentions, sentiment, and customer feedback in real-time. NLP algorithms can analyse text data from social media, reviews, and customer feedback, providing valuable insights into customer perceptions, preferences, and trends.

Cross-Channel Tracking: With the proliferation of digital touchpoints, cross-channel tracking becomes essential for understanding customer journeys and brand interactions. Advancements in technology enable businesses to track customer interactions across multiple channels and devices, providing a holistic view of customer engagement. This helps marketers tailor their messaging and optimise marketing strategies based on a comprehensive understanding of customer behaviour.

Personalisation and Customisation: Brand tracking is moving towards personalisation and customisation. Businesses can tailor brand experiences, products, and marketing messages to meet specific customer needs by collecting and analysing individual customer data. Customisation enables businesses to build stronger connections with customers and enhance brand loyalty.

Voice and Visual Brand Tracking: As voice and visual technologies, such as voice assistants and augmented reality, gain popularity, brand tracking is expanding to include these mediums. Tracking voice interactions, visual content engagement, and sentiment analysis in these formats provide additional dimensions for understanding customer behaviour and brand perception.

Segmentation in Brand Tracking

Audience segmentation plays a significant role in brand tracking as it allows businesses to understand their customers’ preferences, behaviour, and perception towards the brand on a more granular level. Dividing the target audience into specific segments helps in several ways:

Understanding Preferences: Audience segmentation enables businesses to identify and understand the unique preferences of different customer groups. By categorising customers based on demographics, psychographics, or behavioural patterns, companies can gain insights into what drives their customers’ purchase decisions, their specific needs, and the factors influencing their brand preferences. This understanding helps tailor marketing strategies and brand messaging to resonate with each segment more effectively.

Analysing Behaviour: Segmentation allows businesses to analyse the behaviour of different customer groups. Companies can identify trends, patterns, and opportunities by examining the purchasing patterns, engagement levels, and brand interactions of each segment. For example, a brand may discover that a specific segment is more likely to engage with its content on social media or make repeat purchases. This information enables marketers to create targeted campaigns and personalised experiences to maximise engagement and loyalty within each segment.

Customising Offerings: Audience segmentation helps businesses customise their products, services, and brand experiences to meet the specific needs of different customer segments. By understanding each segment’s unique requirements and preferences, companies can develop tailored offerings that align with their target audience’s expectations. This customisation enhances the overall customer experience, increases satisfaction, and strengthens brand loyalty.

Improving Brand Perception: Segmentation allows companies to monitor and manage the perception of their brand among different customer segments. By tracking the sentiment, feedback, and customer satisfaction within each segment, businesses can identify areas where brand perception may vary and take necessary steps to address any negative perceptions. This proactive approach helps maintain a positive brand image and fosters stronger relationships with customers in each segment.

Targeted Marketing Strategies: Audience segmentation allows for the development of targeted marketing strategies. By understanding each segment’s unique characteristics and preferences, businesses can effectively tailor their messaging, channels, and promotions to reach and engage with specific customer groups. This targeted approach maximises the impact of marketing efforts, improves campaign performance, and ensures a higher return on investment.

Brand Tracking Frequency

Determining the optimal frequency of brand tracking activities depends on various factors and objectives. While brand tracking can be conducted continuously, there may be instances where specific intervals are more appropriate. Let’s explore the factors that influence the ideal tracking frequency:

Objectives and Goals: The specific objectives and goals of brand tracking are crucial in determining the frequency. If the aim is to monitor short-term marketing campaigns or track particular events, conducting brand tracking at specific intervals, such as weekly or monthly, may be more suitable. However, if the focus is on long-term brand health and performance, continuous or regular tracking is recommended to identify trends, monitor changes, and gain a holistic view of the brand’s performance over time.

Industry Dynamics: The industry in which a brand operates can impact the ideal tracking frequency. In fast-paced industries with rapidly changing consumer preferences or competitive landscapes, more frequent brand tracking may be necessary to stay ahead of trends and respond to market shifts. On the other hand, in industries with more stable dynamics, brand tracking at specific intervals may be sufficient to monitor performance and make strategic adjustments.

Customer Lifecycle: Consider the stage of the customer lifecycle with your brand. If you have a high customer turnover rate or a short customer lifecycle, more frequent brand tracking can help identify changes in customer preferences or behaviours. For brands with longer customer lifecycles or more loyal customer bases, brand tracking at specific intervals may be adequate to track changes and identify opportunities for further engagement.

Budget and Resources: The availability of budget and resources also influences the tracking frequency. Brand tracking can involve costs like survey administration, data collection, and analysis. Continuous tracking may require more significant resource allocation. Assess your budget and resource availability to determine the optimal frequency that balances the need for insights with practical considerations.

Marketing Events and Initiatives: Significant marketing events, such as product launches, rebranding, or major marketing campaigns, may warrant increased tracking frequency to monitor the impact and effectiveness of these initiatives. These events can provide valuable insights in real-time and inform timely adjustments to maximise results.

It is vital to strike a balance between gathering sufficient data and avoiding data fatigue. Continuous tracking may provide real-time insights, but it can also lead to an overwhelming amount of data that may be challenging to manage and analyse. Regularly evaluate the relevance and usefulness of the metrics being tracked to ensure that the frequency aligns with the objectives and resources available.

fitness-trends

Data Privacy and Ethics In Brand Tracking

Maintaining data privacy and adhering to ethical guidelines are essential for brand tracking. Respecting and protecting customer information builds trust and ensures compliance with relevant data protection regulations. Here are some important considerations and measures businesses should take:

Consent and Transparency: Obtain explicit consent from customers before collecting their data for brand tracking purposes. Clearly communicate how the data will be used, stored, and protected. Provide transparency about the types of data collected, the tracking methods used, and the purposes behind the tracking. This empowers customers to make informed decisions and establishes a foundation of trust.

Anonymisation and Data Security: Anonymise personal data whenever possible to protect customer privacy. Remove or encrypt personally identifiable information (PII) to ensure that individual identities cannot be linked to the collected data. Implement robust data security measures to protect customer information from unauthorised access, breaches, and cyber threats. This includes secure data storage, encryption, access controls, and regular security audits.

Compliance with Data Protection Regulations: Familiarise yourself with relevant data protection regulations such as the General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), or other applicable laws in your jurisdiction. Ensure compliance with these regulations, including provisions related to consent, data retention, customer rights, and data transfer. Design your brand tracking processes and data management practices with these regulations in mind.

Data Minimisation: Only collect and retain the data necessary for brand tracking purposes. Minimise the amount of personal data collected and limit data retention to the required period. Regularly review data storage practices to ensure that data is kept for the appropriate duration and securely disposed of when no longer needed.

Vendor and Partner Selection: If you work with third-party vendors or partners for brand tracking, ensure they have robust data protection practices in place. Conduct due diligence to assess their data handling and security measures. Implement contractual agreements that clearly outline data protection responsibilities and requirements. Regularly monitor and audit these vendors to ensure ongoing compliance.

Privacy Policy and Opt-Out Options: Develop a comprehensive privacy policy that outlines how customer data is collected, used, stored, and protected during brand tracking activities. Include opt-out options for customers not wishing to participate in data collection. Respect customer choices and promptly honour their preferences regarding data usage.

Measuring Brand Tracking ROI and Impact

Measuring the return on investment (ROI) of brand tracking efforts is crucial to understand the value and impact it brings to a business. While brand tracking is often associated with intangible outcomes, there are methodologies to evaluate its impact on business outcomes, such as revenue growth, customer acquisition, and customer retention. Here’s how you can measure the ROI and assess the effect of brand tracking:

Establishing Key Performance Indicators (KPIs) 

Start by identifying KPIs aligning with your brand tracking objectives and desired business outcomes. These KPIs can include revenue growth, customer acquisition rate, customer retention rate, brand perception, market share, or customer lifetime value. Clear and measurable KPIs provide a foundation for evaluating the impact of brand tracking efforts.

Baseline Measurement

Before implementing brand tracking initiatives, establish a baseline measurement for the identified KPIs. This baseline represents the initial performance levels before any changes are made. It serves as a reference point for comparing the impact of brand tracking efforts over time.

Tracking Changes

Continuously track the selected KPIs over time as brand tracking initiatives are implemented. Regularly collect and analyse data to monitor changes in these metrics. This can be done through surveys, data analytics, social media monitoring, and other relevant data sources. Ensure that data collection and measurement are consistent to enable accurate comparisons.

Attribution Analysis

To attribute changes in business outcomes to brand tracking efforts, conduct attribution analysis. This involves assessing the correlation between brand tracking metrics and the observed changes in business performance. Analyse the relationship between brand perception, customer engagement, and the desired outcomes, such as revenue growth or customer acquisition. This analysis helps determine the impact of brand tracking efforts on these outcomes.

Control Group Comparison

Establish control groups to compare the performance of the target audience exposed to brand tracking efforts with a group that is not exposed. By comparing the outcomes of these groups, you can isolate the impact of brand tracking initiatives on business results. Control groups help control external factors and provide a clearer understanding of the specific impact of brand tracking efforts.

Cost Analysis

Assess the costs associated with implementing brand tracking initiatives. Consider the expenses related to data collection, technology tools, resources, and personnel. Calculate the total cost of brand tracking efforts to compare with the observed impact on business outcomes.

Calculation of ROI

To measure the ROI of brand tracking efforts, calculate the ratio between the benefits or impact generated and the costs invested. ROI can be calculated as (Benefits – Costs) / Costs, expressed as a percentage. Consider both direct and indirect benefits, such as revenue growth, customer retention, improved marketing efficiency, or enhanced brand equity.

Long-term Assessment

Evaluate the impact of brand tracking efforts over the long term. It may take time for the full impact to materialise, especially for outcomes such as customer loyalty and brand perception. Monitor the trends and patterns over an extended period to assess the sustained impact and return on investment.

Brand Tracking for Global Brands

Brand tracking in a global context presents unique challenges and requires careful consideration of cultural differences, language barriers, and regional nuances. Understanding these factors is essential for accurate and effective brand tracking. Let’s explore the challenges and considerations when conducting global brand tracking:

Cultural Differences

Cultural differences significantly influence brand perception and consumer behaviour. Different cultures may have distinct values, preferences, and communication styles. These variations can impact how a brand is perceived and the effectiveness of tracking methodologies. It is crucial to tailor brand tracking approaches to account for cultural nuances and ensure that data collection methods, survey questions, and analysis frameworks are culturally appropriate and sensitive.

Language Barriers

Language barriers pose challenges in global brand tracking. Conducting surveys or collecting data in different languages requires accurate translation and localisation to ensure respondents fully understand the questions and can provide accurate responses. Language differences can also affect sentiment analysis and social media monitoring, as the nuances of language expressions may not directly translate. Utilising language experts or native speakers for translation and interpretation is essential to maintain data accuracy and reliability.

Regional Nuances

Regional nuances can impact brand perception and tracking methodologies within specific geographical areas. Factors such as local competition, market dynamics, and consumer behaviour patterns may vary across regions. Considering these regional nuances when selecting metrics, analysing data, and interpreting brand tracking insights is essential. Adapting tracking strategies to address these differences helps ensure relevance and accuracy in measuring brand performance.

Localised Research Approaches

Implementing localised research approaches is crucial for effective global brand tracking. This involves adapting research methodologies to each region’s cultural and contextual differences. Conducting local market research, leveraging local data sources, and collaborating with local experts or research agencies can provide valuable insights and enhance the accuracy and relevance of brand tracking efforts.

Data Privacy and Legal Compliance

When conducting brand tracking on a global scale, it is crucial to adhere to local data privacy regulations and legal requirements. Different countries may have specific data protection laws, such as the GDPR in the European Union or the CCPA in California. Ensure compliance with local regulations regarding data collection, storage, and transfer to protect customer privacy and maintain legal compliance.

Resource Allocation

Conducting brand tracking globally requires careful resource allocation. Different regions may require different investment levels in data collection, research tools, translation services, and local expertise. Allocate resources based on the market importance, growth potential, and strategic priorities to ensure effective brand tracking across regions.

Collaboration and Local Engagement

Collaboration with local partners and market research agencies is vital in global brand tracking. Local teams can provide valuable insights into cultural nuances, market dynamics, and regional considerations. Engage with local experts to ensure tracking efforts align with local market conditions, consumer behaviours, and business objectives.

Continuous Improvement and Adaptation

Continuous improvement and adaptation are key to maintaining the effectiveness and relevance of brand tracking strategies. In the dynamic business landscape, it is essential for marketers and market researchers to regularly reassess their tracking strategies, adjust metrics based on changing business goals, and stay updated with evolving industry trends. Here’s why continuous improvement and adaptation are important in brand tracking:

Changing Business Goals

Business goals evolve over time, and brand tracking should align with these changing objectives. Regularly assess your business goals and ensure your brand tracking strategies align with them. As your brand expands into new markets, introduces new products, or targets different customer segments, reassess the metrics and tracking methods to capture the relevant data for those goals.

Evolving Industry Landscape

Industries constantly evolve, driven by technological advancements, market trends, and changing consumer behaviours. Stay updated with industry trends and changes that may impact brand tracking. New technologies, emerging social media platforms, or shifts in customer preferences may require adjustments to your tracking strategies. By monitoring industry developments, you can proactively adapt your brand tracking efforts to remain effective and relevant.

Relevance and Accuracy

Continuous improvement ensures your brand tracking efforts remain relevant and accurate. Regularly evaluate the metrics you track and assess their relevance to your strategic goals and objectives. Eliminate or modify metrics that no longer provide meaningful insights and introduce new metrics that align with emerging trends or specific business goals. By staying focused on the most relevant metrics, you can obtain accurate and actionable insights for decision-making.

Measurement Techniques

Evaluate your measurement techniques and methodologies periodically. As new research methodologies and technologies emerge, consider whether they could enhance your brand tracking efforts. For example, incorporating advanced analytics, machine learning algorithms, or sentiment analysis tools may provide deeper insights into customer perceptions and behaviours. Experiment with new measurement techniques to assess their effectiveness in improving the accuracy and efficiency of brand tracking.

Data Collection and Analysis

Continuously assess your data collection and analysis processes. Are the data sources still relevant and reliable? Is the data collection methodology aligned with industry best practices? Are your analysis techniques optimised for extracting meaningful insights? Regularly review and refine these processes to ensure accurate data collection, efficient analysis, and reliable reporting.

Benchmarking and Competitive Analysis

Benchmark your brand performance against competitors and industry peers to identify areas for improvement. Monitor their strategies, initiatives, and customer perceptions to gain insights into their success and areas where you can differentiate yourself. By staying aware of competitive landscapes, you can adapt your brand tracking strategies to respond to market changes and seize opportunities.

Agile Approach

Embrace an agile approach to brand tracking involving frequent evaluation and adaptation based on data-driven insights. Continuously gather feedback, assess results, and make iterative adjustments to your tracking strategies. Adopting an agile mindset allows you to respond quickly to market shifts, capitalise on emerging opportunities, and address challenges proactively.

Final Thoughts

Brand tracking is an indispensable tool for businesses in today’s competitive landscape. It goes beyond tracking numbers and metrics; it provides invaluable insights into customer perceptions, market trends, and the effectiveness of marketing efforts. 

In an era where customers have more choices and louder voices than ever before, brand tracking allows marketers to understand their target audience, tailor their messaging, and deliver experiences that resonate. It helps build brand trust, enhance customer relationships, and differentiate from competitors.

Most importantly, brand tracking helps businesses stay ahead of the curve by identifying emerging trends and market shifts. By keeping a pulse on customer sentiments, preferences, and behaviours, companies can proactively respond to changing consumer needs and expectations.

Without brand tracking, businesses risk operating blindly, relying on assumptions and guesswork. Brand tracking provides tangible data and insights that support informed decision-making, leading to more effective marketing campaigns, improved customer experiences, and long-term business success.

It is imperative for businesses to embrace brand tracking and integrate it into their marketing strategies. Brand tracking is not just an optional activity; it is a strategic imperative. It empowers businesses to understand their brand’s impact, connect with customers on a deeper level, and drive growth in an ever-changing business landscape. 

If you’re looking for a trusted partner to support your brand tracking initiatives, consider working with Kadence International. As a leading market research agency, we offer expertise, industry knowledge, and tailored solutions to help you gain actionable insights and drive your brand’s success. Contact us to learn more about our services and start your brand tracking journey today.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

Desk research is a hugely valuable tool in any researcher’s toolbox. It can provide invaluable context to support primary research by giving nuance and, often, new directions that hadn’t been initially considered. However, when poorly conducted, desk research can give unwieldy and unstructured insight that overwhelms clients with irrelevant information.

As a separate discipline to market research, we appreciate that the world of desk research can often be a mind-shift for clients who are true-blue researchers and are more comfortable using primary research sources. 

From conducting market reviews to researching the growth of new product categories to the development and application of new technologies to building a detailed view of the attractiveness of new markets for exploration, we’ve conducted desk research across a range of industries encompassing automotive, F&B, health & beauty, animal health, agriculture, and media. 

fitness-trends

As more and more clients are commissioning desk research, we popped together a list of top tips to ensure they get what they need from desk research: 

  • Clearly set the scope.

Spend time with your agency upfront to ensure you are both on the same page regarding the scope and critical data points you seek to uncover. At Kadence, we like to develop a ‘shopping list’ of crucial data points our clients want to uncover, which we can use to structure the desk research.

  • Share what you already know. 

Don’t just focus on what you want to uncover; take time to share what you already know with your agency to ensure they are fully armed with all the information you already have. This also means valuable resources won’t be spent on gathering the data you already have, ensuring you maximise your budget. 

  • Develop hypotheses for what you might find.

Collaborate with your agency to build a set of hypotheses to guide the direction of the desk research. We routinely run hypotheses workshops with clients to help us clearly understand the outputs they aim for.

  • Ensure you understand the agency’s approach.

Every agency will have slightly different ways of structuring and managing desk research. Ensure you understand the approach, as it may differ from what you’ve come across in the past.

  • Be patient. 

You likely won’t hear much in the first week or two of desk research, and that’s normal – your agency will be digging through sources, cross-checking, and cross-referencing points as they emerge. View desk research like a snowball – it takes time to build but quickly escalates into a wealth of information.

  • Define the deliverables. 

Think about how best to share the desk research results with your stakeholders. Data-heavy slides may be better read as a pre-read than presented in full. Often a short overview presentation is the best way to engage stakeholders in the content of the desk research, guiding them to a more detailed report. 

And finally, remember this: desk research can only uncover data that is out there! Rather than being a limitation, it is an ideal starting point to identify knowledge gaps to explore further via primary research. 

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

In 2022, the global space tourism market size was estimated at USD 695.1 million and was expected to reach USD 815.7 million in 2023.

The term “NewSpace” pertains to the rise of the private spaceflight sector, encompassing domains like private launch companies, constellations of small satellites, sub-orbital tourism, and innovative initiatives aimed at redefining the conventional space industry supply chain.

Many companies allow anyone who can pay the price to travel to space. 

In 2020, SpaceX, founded by Elon Musk, made history by carrying two NASA astronauts to the International Space Station (ISS) in its Dragon spacecraft. It was the first crewed mission to launch in the United States in almost a decade. Currently, SpaceX offers private orbital flights to the ISS for tens of millions of dollars per seat.

Virgin Galactic, founded by Richard Branson, is in the final phases of returning its suborbital spaceplane to commercial service as it ramps up the development of a next-generation vehicle. The reservation price for a flight with Virgin Galactic starts at $450,000.

Blue Origin, founded by Amazon’s Jeff Bezos, is the only space tourism company offering commercial suborbital flights. While Blue Origin charged $28 million for a ticket on its first flight with Jeff Bezos, it does not advertise its current ticket prices.

fitness-tech-trends

For those who want a relatively lower-priced option, other companies offer balloon rides that take tourists up to an altitude of 20 miles. These rides provide a view of the Earth’s curvature, dining services, cocktails, and music in a sleek lounge. Spaceship Neptune from Space Perspective charges $125,000 per seat, while World View charges $50,000.

Although both companies have flights scheduled to launch in 2024, neither has yet received approval from the FAA.

For those who want to experience space travel without the risks, companies like Zero-G offer modified Boeing 727 flights that simulate zero gravity. These experiences are more affordable, with prices around $8,200. However, dining options during the flights may be limited due to restrictions on certain foods in space.

However, since none of these companies have demonstrated the feasibility of making space travel accessible to the majority, let alone ensuring its environmental sustainability, we are not yet at a point of critical mass. 

While space travel may still be out of reach for many, we are not too far from a future where it will become commonplace to travel to outer space. 

Just like civil aviation was not as accessible to everyone as it has become now, traveling to outer space could soon be as easy as booking a flight to another country.  

For an in-depth look at the five emerging trends shaping the future of global travel and tourism, download our free report, Navigating Emerging Trends in Global Travel and Tourism.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

The world of commerce is constantly evolving, and as technology advances at breakneck speed, so too does the purchasing journey. From awareness to consideration to purchase, what was once a linear process has now become a complex web of interconnected touchpoints and channels. In fact, according to a study by Google, the average shopper interacts with over ten different touchpoints before making a purchase.

This complexity has presented significant challenges for brands, making it increasingly difficult to form a coherent narrative and strategy that resonates with consumers. It’s no wonder consumers and B2B buyers are experiencing greater overload and confusion in their purchasing decisions.

However, despite these challenges, there is one constant in the purchasing journey – the human factor. By focusing on the human at the centre and understanding how they make decisions, brands can develop strategies and tactics that have been scientifically proven to influence and change behaviour across touchpoints and channels. And because human behaviour is consistent across categories, sectors, and industries, these strategies are equally effective for B2C and B2B purchasing.

The Human Factor: Why Understanding Consumer Behaviour is Essential

To develop effective marketing strategies, it’s crucial to understand the human factor and how it impacts purchasing behaviour. According to a study by the Harvard Business Review, emotions play a critical role in decision-making, with up to 95% of our decisions made subconsciously.

Furthermore, the decision-making process is heavily influenced by a range of cognitive biases, such as confirmation bias, the framing effect, and the bandwagon effect. These biases impact our perceptions of reality, attitudes toward products, and decision-making behaviour.

By taking a human-centred approach, brands can develop strategies and tactics grounded in understanding human behaviour. This approach involves understanding the motivations and needs of consumers and the emotions and biases that drive decision-making. By leveraging this knowledge, brands can create messaging and experiences that resonate with consumers on a deeper level, building trust and driving engagement.

fitness-trends

Mapping the Complex Purchasing Journey: Understanding Touchpoints and Channels

In today’s world, the purchasing journey is no longer a linear path. Instead, it’s a complex web of interconnected touchpoints and channels. 

According to a study by Salesforce, the average B2B customer now uses six different channels to interact with a brand before purchasing.

These touchpoints include social media, email, search engines, review sites, and more. 

It’s essential to understand the different touchpoints and channels consumers use to interact with your brand and make purchasing decisions. Mapping out the customer journey can help identify key touchpoints where engagement and messaging can be optimised to drive conversions.

In addition, understanding the customer journey can help identify potential pain points or barriers to purchase. By addressing these issues, brands can create a smoother and more engaging purchasing experience, increasing the likelihood of conversion. 

A comprehensive understanding of the customer journey is critical in today’s complex landscape. It allows brands to build a cohesive narrative and strategy that resonates with consumers across touchpoints and channels.

Strategies for a Human-Centered Purchasing Journey

So, how can brands develop effective strategies that focus on the human at the centre? One approach is to create a consistent and cohesive narrative across touchpoints and channels. According to a recent study, a consistent customer experience across all touchpoints can lead to a 20-30% increase in customer satisfaction.

Another strategy is to leverage the power of social proof. A study found that 92% of consumers trust recommendations from friends and family over all other forms of advertising. By incorporating social proof elements into messaging and experiences, brands can build trust and increase the likelihood of conversion.

A third strategy is to create engaging and personalised experiences for consumers. According to a study by Epsilon, personalised messaging can lead to up to 80% higher open rates and 50% higher click-through rates. By leveraging data and analytics to create personalised experiences, brands can increase engagement and build stronger connections with consumers.

These are just a few examples of strategies that can be utilised to create a human-centred purchasing journey. By focusing on the human factor and understanding the complex landscape of the modern purchasing journey, brands can develop effective strategies and tactics that drive success across touchpoints and channels.

Realising Success: Examples of Brands That Have Embraced a Human-Centered Approach

Many brands have successfully embraced a human-centred approach to their purchasing journey, leading to increased engagement and conversions. 

One such example is Airbnb, which focuses on creating personalised user experiences. By leveraging user data and analytics, Airbnb recommends personalised destinations and experiences, building a stronger connection with users and increasing the likelihood of conversion. According to a study by Airbnb, this approach has led to a 30% increase in bookings.

Another example is Nike, which has created a consistent and engaging narrative across touchpoints and channels. Nike has built a strong emotional connection with consumers by emphasizing its brand values and creating a consistent messaging framework, increasing engagement and brand loyalty. This approach has led to a 36% increase in revenue, according to a study by Bain & Company.

A third example is Glossier, which has leveraged the power of social proof to build trust and drive conversions. Glossier has created a community of engaged and loyal customers by encouraging user-generated content and reviews. According to a study by Forbes, this approach has led to a 600% increase in revenue.

These brands demonstrate the power of a human-centred approach to the purchasing journey. By understanding the human factor and developing strategies and tactics that resonate with consumers, brands can drive success across touchpoints and channels, building trust, engagement, and customer loyalty.

The Future of Purchasing Journeys: Remaining Focused on the Human Factor

As technology continues to evolve, so too will the purchasing journey. According to a study, today, 75% of B2B buyers will make purchasing decisions based on digital experiences alone.

Despite these changes, the human factor will remain critical in driving success for brands. Consumers will continue seeking personalised and engaging experiences, and brands that focus on building emotional connections will be best positioned to succeed.

One potential growth area is using artificial intelligence (AI) and machine learning (ML) to create more personalised and engaging experiences. By leveraging user data and AI/ML algorithms, brands can create customised experiences for users, building stronger connections and increasing the likelihood of conversion.

Another area of growth is using augmented reality (AR) and virtual reality (VR) to create immersive experiences that engage users on a deeper level. By leveraging AR/VR technologies, brands can create experiences that feel more real and personal, building stronger connections and increasing engagement.

As the purchasing journey continues to evolve, focusing on the human factor is essential. By understanding the motivations and needs of consumers and developing strategies and tactics that resonate with them, brands can drive success in the complex landscape of the modern purchasing journey.

online-shopping-consumer-trends-report

Putting the Human at the Center of Your Purchasing Journey

The complexity of the modern purchasing journey can be overwhelming. Still, by placing the human at the centre, brands can develop strategies and tactics that drive success across touchpoints and channels. By understanding the human factor and how it impacts decision-making, brands can create engaging experiences that resonate with consumers on a deeper level.

According to a Deloitte study, companies that prioritise customer experience are 60% more profitable than companies that don’t. By focusing on the human factor, brands can create experiences that build trust, loyalty and drive conversions, leading to increased profitability and success.

The key to success in the modern purchasing journey is to remain focused on understanding the motivations, emotions, and biases that impact decision-making and developing strategies and tactics that resonate with consumers; brands can build a cohesive narrative and strategy that drives success across touchpoints and channels. As the purchasing journey continues to evolve, the human factor will remain constant, and brands prioritizing the customer experience will be best positioned to succeed.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

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.

guide-to-gen-z

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.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

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.

fitness-tech-trends

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.

guide-to-product-marketing

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.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

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.

guide-to-gen-z

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.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

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.

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.

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.

fitness-trends

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.
beverage-trends

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. 

Stay ahead

Get regular insights

Keep up to date with the latest insights from our research as well as all our company news in our free monthly newsletter.