Consumer Understanding Archives | Page 25 of 37

The academic and business press may have criticized customer rewards for being cheap promotional tools and short-term fads, but they have been around forever, and more brands are embracing rewards programs rather than shying away from them. Many organisations are investing millions of dollars in creating and executing innovative rewards programs, ranging from frequent flyer offers by airlines to reduced fees by telecommunications companies to increase and retain their customer base.

Customer loyalty programs remain a popular marketing strategy brands use to increase customer retention and promote customer loyalty. These programs typically offer rewards, discounts, or other incentives to customers who make repeat purchases or engage in other loyal behaviours.

But do they really work?

In today’s business landscape, it is becoming increasingly common for senior leaders to request that their marketing teams evaluate the potential impact of loyalty marketing initiatives.

The fundamental question is whether such programs foster additional customer loyalty beyond what would typically result from the inherent value of the product or service offered. Additionally, brands must scrutinise their loyalty programs to determine whether they truly encourage customers to spend more or merely incentivise them to make repeat purchases. And in a highly competitive marketplace, are loyalty marketing programs a viable solution for every organisation seeking to improve customer loyalty?

Engineering the economics of a loyalty program’s structure is key.

It is a well-known fact in business and marketing that retaining customers is more valuable than acquiring new ones, which is why rewarding frequent buyers makes sense.

So how can a brand go wrong with a simple loyalty program?

While you can get people to buy again from you by offering them rewards, how do you ensure you also profit when you get a repeat purchase?

This is where many loyalty programs fall short. A lot goes into creating an effective rewards program. First, it has to be good enough to change the customer’s behaviour in your favour, and yet, it should not be so generous that it shrinks margins. You must also understand your consumers, as the same reward often encourages varying purchase behaviours.

Our research at Kadence has uncovered some patterns in successful and effective loyalty programs. These findings may be used as a toolkit to create a successful rewards program for any consumer-facing brand.

Let’s explore with real-world examples how to ensure the effectiveness of a customer loyalty program, but first, let’s dive into the origins of loyalty programs and how they work.

History and Origins of Loyalty Programs

The origins of loyalty programs can be traced back to the late 18th century when American retailers began offering customers copper tokens that could be redeemed for goods. However, it was in the 1980s that loyalty programs began to gain widespread popularity. American Airlines AAdvantage program is often credited as the first modern loyalty program, launched in 1981. Since then, loyalty programs have become an increasingly popular marketing tool brands use in various industries, from retail and hospitality to finance and healthcare.

What goals do loyalty programs strive to achieve?

While loyalty programs do not create an unwavering devotion or faithfulness to a brand in the true sense of the word, they can help accomplish many business goals. It is critical to start with a goal. What are we trying to achieve with the loyalty program? Is the goal to keep customers from moving to other brands, or is it to prompt customers to make additional purchases they would not have typically made, or is it to get a larger share of the wallet?

Once you know your goal, it’s easier to zero in on the most suitable loyalty program structure and engineer an economically viable rewards program.

For brands with a higher lifetime value, like a mobile service or internet provider, it is crucial to keep the customers from falling off into the hands of the competitor. The goal for such companies is often to create a loyalty program that makes the exit difficult for customers because of the incentives or point system.

How do loyalty programs work?

Customer loyalty programs are designed to encourage repeat business from customers by offering them incentives and rewards for their loyalty. The programs provide customers with points, discounts, freebies, or other rewards based on their level of engagement with a business or brand.

Customers typically sign up for the loyalty program by providing their contact information, such as name, email, and phone number. They then earn points or rewards by making purchases referring friends, or engaging with the brand in other ways.

As customers accumulate points or reach certain milestones, they can redeem them for rewards such as free products, discounts on future purchases, or exclusive perks.

Loyalty programs also provide businesses with valuable customer data, which can be used to personalise marketing messages, improve customer experiences, and tailor rewards to individual preferences.

Any customer loyalty program aims to foster long-term customer relationships, increasing retention and loyalty and ultimately driving revenue growth.

Many brands have recently flipped the script on tiered loyalty programs.

When T-Mobile, a wireless voice, messaging, and data services provider, sought a fresh approach to express gratitude for its customers’ support and rapid growth, it went against the tide. Seeing that traditional loyalty programs were a decent way to generate additional sales but a lousy way to thank customers, T-Mobile wanted to prove the brand’s loyalty to customers instead of the other way around.

The result was T-Mobile Tuesdays, a customer appreciation program that offered simple, easy access to free stuff and great deals every Tuesday without forcing customers to spend more with T-Mobile. It was a fresh take on loyalty programs that proved to be highly successful, with customers enjoying well over $1 billion worth of freebies and exclusive discounts in the five years since the program began. In contrast to most companies’ traditional loyalty programs that ask too much of their customers and give little back in return, T-Mobile’s program is unique in that it values and rewards all customers equally.

Many brands utilise loyalty programs to sell other products and services. This helps them set their sights higher to capture sales that would otherwise not be made. Multi-tiered rewards work best in this scenario. An increasing number of airline and retail brands use this reward system. Sephora has been very successful with its VIB program, which provides rewards and incentives commensurate with the value of purchases made within a given year.

A point-based system works well for the goods and services we frequently purchase in smaller quantities. Many hotels, grocery stores, and retailers use this system to reward customers based on points for every dollar spent. Customers are more likely to consolidate purchases with a single brand when rewarded in cash.

Well-thought-out rewards or loyalty programs also help brands access valuable customer data. So while many grocery store programs may not promote loyalty because they are just giving out a membership card for special pricing, they have a wealth of information about their customers, which allows them to customise offers for every customer. However, orchestrating the insights from data requires a substantial investment in data analysis tools and a dedicated team for the job.

How consumer psychology plays a crucial role in the structure and type of rewards program.

Numerous studies have indicated that members tend to utilise loyalty programs more frequently as they progress further in the program, while their participation initially is uncertain.

At the beginning of their membership, they may feel distant from the rewards since they have yet to make any progress and need to understand how achievable the goals are. This is where the principle of the endowed progress effect comes into play. The endowed progress effect states that people with artificial advancement toward a goal exhibit greater persistence toward reaching it. This is used to create effective loyalty programs to prevent customers from losing interest in the loyalty program. This is why many brands throw in bonus points to get them started.

While a growing number of brands offer a buy–ten-get-one-free promo to keep customers from going to competitive brands, it may be more valuable to create a program that provides customers with a taste of something new and increases the range of products or services they buy from you. For instance, the US-based fast-casual chain Panera Bread offers a pastry or other such item to reward its regulars. Starbucks offers many different rewards, including free drinks, food items, and even merchandise, which must be redeemed within a period. This also helps promote the app as it helps keep track of the rewards.

Many airlines use this strategy and upgrade their travellers to business class when they have empty seats, which gives their regular customers a taste of luxury and motivates them to purchase in the future.

The importance of measuring the effectiveness of customer loyalty programs.

While customer loyalty programs can effectively increase customer retention and loyalty, they often fall flat. It is critical to measure the effectiveness of these programs to ensure they achieve the desired results. This is where market research comes in.

Market research is invaluable in devising the most effective loyalty programs and measuring their effectiveness.

Here are some reasons why measuring loyalty programs is essential:

Know the ROI of your loyalty program.

Measuring the effectiveness of a loyalty program allows companies to determine the Return On Investment (ROI) of their loyalty program. This helps brands understand the costs and benefits of the program and whether it is worth continuing or making changes.

Customer Retention.

If the program is not effectively retaining customers, brands may need to make changes to improve its effectiveness.

Customer Satisfaction.

This information can be used to identify areas for improvement and make changes to better meet the needs and preferences of customers.

Competitive Advantage.

A well-designed and effective loyalty program can provide a competitive advantage for companies. Measuring the program allows brands to understand how they perform compared to their competitors, make changes to improve their program, and stay ahead of the competition.

Customer Insights.

By tracking customer spending, engagement, and satisfaction, brands can better understand customers and make data-driven decisions about loyalty programs and other marketing initiatives.

How to use market research to measure the effectiveness of customer loyalty programs.

Customer loyalty programs are an effective way to increase customer retention and loyalty. However, it is essential to measure their effectiveness to ensure they achieve the intended results. Market research allows brands to make data-driven decisions that drive customer loyalty and revenue growth.

Step 1: Define Your Objectives.

The first step in measuring the effectiveness of a customer loyalty program is to define your objectives. What are you hoping to achieve with your program? Is it improved customer retention, increased customer spending, or something else?

Defining your objectives will help you determine the metrics you need to measure and the research methods you will use.

Step 2: Choose Your Metrics.

Once you have defined your objectives, you need to choose the metrics you will use to measure the effectiveness of your loyalty program.

Some standard metrics used to measure loyalty program effectiveness include:

Customer retention rate: The percentage of customers who continue to do business with your company after joining your loyalty program.
Customer spending: The amount of money customers spend on your products or services after joining your loyalty program.
Customer satisfaction: Customers’ satisfaction with your loyalty program and your company overall.
Referral rate: The number of customers who refer new customers to your company.

Step 3: Conduct Market Research.

Once you have defined your objectives and chosen your metrics, it’s time to conduct market research to measure the effectiveness of your loyalty program.

You can use several research methods, including surveys, focus groups, and interviews.

Surveys are one of the most common research methods used to measure the effectiveness of customer loyalty programs. Surveys can collect data on customer retention, spending, satisfaction, and referral rates. They can be conducted online, by phone, or in person and can be targeted to specific groups of customers.

Focus groups and interviews are also effective research methods for measuring loyalty program effectiveness. These methods allow you to gather more in-depth customer feedback and understand their experiences with your loyalty program.

Step 4: Analyse Your Data.

Once you have collected your data, it’s time to analyse it. Look for patterns and trends in your data and compare them to your objectives and metrics. This will help you understand your loyalty program’s effectiveness and identify improvement areas.

Step 5: Make Improvements.

Based on your analysis, make any necessary improvements to your loyalty program. This could involve changing your rewards program, improving your customer service, or making other changes to meet the needs and expectations of your customers.

Many brands are using market research to measure the effectiveness of their customer loyalty programs.

Examples of global brands doing rewards right.

Starbucks is known for its highly successful customer loyalty program, Starbucks Rewards. Sephora’s Beauty Insider Program is another successful loyalty program that uses market research to measure effectiveness. The Insider tier is free to join, while VIB and Rouge tiers require customers to spend specific amounts yearly.

Sephora’s tiered program is highly impactful due to the sense of exclusivity created by the upper tiers. Tiered programs are successful when the upper tiers have a limited number of members, typically around 10%. This way, the most loyal customers feel a sense of accomplishment, motivating other customers to strive for the same. Sephora’s Beauty Insider program segments customers into three groups: Beauty Insiders, VIB, and VIB Rouge, effectively establishing a hierarchy.

Tiers contribute to the gamification aspect of Sephora’s loyalty program and influence customer behaviour, and motivating customers to strive for each new tier is the key to high engagement. Sephora has mastered this strategy, as evident from the feedback shared by its members on social media.

The program offers customers exclusive discounts, free samples, and other perks that align with its customer base. The brand also uses AI to make personalised recommendations.

In the retail world, Amazon Prime, US-based Target Circle, India-based Flipkart Plus, Japan-based Rakuten Super Points, China-based Tmall Super Member, Singapore-based GrabRewards, and UK-based Tesco Club cards are excellent examples, as are many frequent flier programs like the Southwest rapid rewards card.

Ensuring the effectiveness of a company’s loyalty program involves first defining its purpose. This entails meticulously considering the program’s design elements, including the rewards’ value and type and the methods of awarding and redemption. The key to a successful program is its efficient and consistent implementation.

Loyalty programs have come a long way since their inception in the late 18th century. From American Airlines’ AAdvantage program to the modern loyalty programs of today, these have become essential marketing tools brands use to increase customer loyalty and drive revenue. While expecting absolute loyalty may be unrealistic, businesses can achieve long-term relationships with satisfied customers, serving as a valuable competitive advantage. With the help of technology, loyalty programs are becoming increasingly personalised, sophisticated, and effective and are likely to continue evolving in the years to come.

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Are you reading this on a mobile device? If you are, you’re not alone. Over 50% of global internet usage is now on mobile devices, and this number will only continue to grow.

As we spend more and more time on our phones and tablets, it’s become increasingly important for brands to ensure that their websites are optimised for mobile users. But what does “mobile optimisation” actually mean? And why is it so important for brands to prioritise mobile responsiveness in their website design?

In this blog, we’ll explore the answers to these questions and more. But first, let’s take a closer look at one fascinating statistic: 48% of users say that if a website isn’t mobile-friendly, they take it as a sign that the business doesn’t care (Google). Ouch. That’s a lot of potential customers who could be turning away from your website if it’s not optimised for mobile. So, let’s dive in and find out how to ensure that your website provides a great user experience for mobile users.

The rise of mobile usage.

Now that we’ve seen the importance of mobile responsiveness in website design let’s dive deeper into why it matters so much, especially for large multinational companies. The rise of mobile usage is one key factor.

According to a recent report by Statista, over half of all internet usage is now happening on mobile devices. If your website isn’t optimised for mobile, you’re missing out on a massive audience of users accessing the web exclusively through their phones and tablets.

But it’s about more than just reaching more users. Mobile responsiveness also directly impacts user experience (UX), which is crucial for brands that want to build trust and loyalty with their customers. Users who visit your website on a mobile device expect it to be fast, easy to navigate, and visually appealing. If your website doesn’t meet these expectations, users will likely become frustrated and move on to a competitor’s site. In fact, Google reports that 57% of users say they won’t recommend a business with a poorly designed mobile site, so the stakes are high.

For multinational brands, the impact of mobile responsiveness on UX is even more critical. These companies often have global audiences, meaning users access their sites from a wide range of devices and internet connections. Ensuring your website is optimised for mobile can bridge the gap between users in different regions and provide everyone with a consistent, positive experience.

Mobile-first design.

As we’ve seen, mobile responsiveness is crucial for providing a great user experience on your website. But it’s not just about ensuring your site looks good on mobile devices – it’s also about designing it with mobile users in mind. That’s where mobile-first design comes in.

The concept of mobile-first design is exactly what it sounds like: designing your website with mobile users as the primary audience. This means prioritising things like page speed, streamlined navigation, and clear, concise content that’s easy to read on smaller screens. By focusing on mobile-first design, you can create a website that’s not just responsive to different devices but explicitly optimised for mobile users’ needs and expectations.

Mobile-first design is becoming increasingly important in the context of user experience optimisation for a few key reasons. First, as we’ve seen, more and more users are accessing the internet exclusively through mobile devices. This means that designing for mobile-first is not just a nice-to-have – it’s a necessity for reaching a large and growing audience.

Second, designing for mobile-first can make creating a great user experience easier across all devices, not just mobile. By focusing on the essentials of mobile design – things like fast load times, streamlined navigation, and clear content – you can create a strong foundation for your website that can be easily adapted for larger screens as well.

Best practices for mobile responsiveness.

Now that we understand the importance of mobile responsiveness and mobile-first design let’s dive into some best practices for optimising your website for mobile users.

Prioritise page speed: Mobile users expect fast load times, so optimising your website for speed is essential. This can include compressing images, minifying code, and using a content delivery network (CDN) to reduce load times.
Streamline navigation: Mobile screens are small, so making it easy for users to find what they’re looking for on your website is important. Keep your navigation menu simple and intuitive, and ensure all links and buttons are large enough to tap easily on a touchscreen.
Use responsive design: Responsive design allows your website to adapt to different screen sizes automatically. This means that your website will look great and function properly whether a user is accessing it on a desktop, tablet, or smartphone.
Optimise content for mobile: Mobile users are often looking for specific information quickly, so it’s essential to ensure that your content is clear, concise, and easy to read on a small screen. Use shorter paragraphs, larger fonts, and plenty of white space to make your content more mobile-friendly.
Consider mobile-specific features: Several features can help to enhance the mobile user experience, such as click-to-call buttons, mobile-friendly forms, and swipeable carousels. Consider incorporating these features into your website design to make engaging with your content easier for mobile users.

By following these best practices, you can create a website that provides a great user experience for mobile users. Remember, designing for mobile-first isn’t just about making sure your website looks good on a smartphone – it’s about prioritising the needs and expectations of mobile users throughout the design process. By doing so, you can create a website that’s responsive to different devices and optimised for your users’ needs, no matter how they access your site.

The Technical Side of Mobile Responsiveness

While mobile-first design is a crucial element of optimising the user experience on your website, it’s essential to pay attention to the technical side of mobile responsiveness.

Several technical considerations can impact your website’s ability to adapt to different screen sizes and devices, such as CSS and media queries.

CSS, or Cascading Style Sheets, is a language used to describe the presentation of web pages, including layout, fonts, and colours. CSS can be used to create responsive designs by specifying different styles for different screen sizes. For example, you can use CSS to specify that an image should be a certain width on a desktop screen but scale down to a smaller size on a mobile device.

Media queries are a key component of responsive design that allows websites to adapt to screen sizes by applying different styles based on the device’s screen width. Media queries can specify different styles for a wide range of devices, from large desktop screens to small smartphone screens.

In addition to CSS and media queries, several other technical considerations can impact mobile responsiveness, such as page load times, image optimisation, and responsive frameworks like Bootstrap or Foundation.

By understanding the technical side of mobile responsiveness and implementing best practices like CSS and media queries, you can create a website that provides mobile users with a seamless and engaging experience. While it may seem daunting to dive into the technical details, many resources are available to help you get started, such as online tutorials, forums, and developer documentation.

Remember, mobile responsiveness is not just about making your website look good on a smartphone – it’s about providing a great user experience for a large and growing audience of mobile users.

Mobile Optimisation and SEO: A Match Made in User Experience Heaven

We’ve already discussed how mobile optimisation can impact user experience on your website, but did you know that it can also significantly impact your search engine rankings? Google, the world’s most popular search engine, has made it clear that mobile optimisation is a key factor in its algorithm for ranking search results.

Google has even rolled out mobile-first indexing, prioritising a website’s mobile version when determining its search engine ranking. If your website isn’t optimised for mobile, you could miss out on a significant amount of organic search traffic.

But why does mobile optimisation have such a big impact on SEO? It all comes down to user experience. Google’s primary goal is to provide its users with the best possible search results, including ensuring that the websites they recommend offer a great user experience on all devices. Mobile-friendly websites are not only easier for users to navigate and read, but they also load faster and have lower bounce rates, which are all factors that Google considers when determining search rankings.

In addition to mobile-first indexing, Google offers many tools and resources to help you optimise your website for mobile users, such as the Mobile-Friendly Test and PageSpeed Insights. These tools can help you identify areas where your website may fall short in mobile optimisation and provide recommendations for improving your mobile user experience.

By prioritising mobile optimisation in your website design, you can improve your user experience for mobile users and your search engine rankings and drive more organic traffic to your site. So, if you haven’t already, it’s time to prioritise mobile optimisation for your website.

Essential Tools and Resources for Mobile Optimisation

Implementing mobile-first design and optimising your website for mobile users can seem like a daunting task. Still, several tools and resources are available to help you get started. Here are some essential tools and resources for mobile optimisation to help you test and improve your website’s mobile responsiveness.

Google’s Mobile-Friendly Test: This free tool from Google allows you to test your website’s mobile responsiveness and provides recommendations for improving your mobile user experience.
PageSpeed Insights: Another free tool from Google, PageSpeed Insights analyses your website’s performance on desktop and mobile devices and provides suggestions for improving page speed and user experience.
Responsive design frameworks: Frameworks like Bootstrap and Foundation can help you create responsive designs more quickly and easily by providing pre-built CSS and JavaScript components that are optimised for mobile devices.
Mobile-specific plugins: If you’re using a content management system like WordPress or Drupal, several plugins are available that can help you optimise your website for mobile users, such as WPtouch and Drupal Mobile.
Online tutorials and forums: A wealth of online resources are available to help you learn more about mobile optimisation, from tutorials on responsive design to forums where you can connect with other developers and designers.

Mobile Optimisation and E-commerce: Why It Matters and How to Get it Right

In today’s digital landscape, e-commerce is more important than ever, with consumers increasingly turning to online shopping for their retail needs. And with mobile devices accounting for more than half of all internet traffic, e-commerce websites must be optimised for mobile users.

Mobile optimisation is essential for e-commerce websites because mobile users often have different needs and behaviours than desktop users. For example, mobile users may look for specific products or information quickly or be more likely to make impulsive purchases. To optimise the mobile user experience for e-commerce, it’s important to understand these needs and behaviours and design your website accordingly.

So, what are some best practices for optimising e-commerce sites for mobile users? Here are a few key considerations:

Streamline the checkout process: Mobile users want a quick and easy checkout process, so minimising the number of steps required to complete a purchase is important. Consider using a one-page checkout process, offering guest checkout options, and enabling mobile payment methods like Apple Pay and Google Wallet.
Optimise product pages for mobile: Product pages are a key element of e-commerce websites, so it’s crucial to ensure they’re optimised for mobile users. This can include using high-quality product images, providing clear product descriptions, and including reviews and ratings.
Use mobile-specific features: Several mobile-specific features can enhance the e-commerce user experience, such as click-to-call buttons, mobile-friendly forms, and push notifications. Consider incorporating these features into your website design to make engaging with your content easier for mobile users.
Test and optimise: As with any aspect of website design, testing and optimising your e-commerce website for mobile users is essential. Use tools like Google’s Mobile-Friendly Test and PageSpeed Insights to identify areas for improvement and make iterative changes over time.

Optimising your e-commerce website for mobile users can improve user experience, drive more conversions, and ultimately increase revenue. So, prioritise mobile optimisation in your strategy, whether you’re designing a new e-commerce site or optimising an existing one.

How a Market Research Agency Can Help Your Brand Achieve Mobile Optimisation Success

Achieving mobile optimisation success can be complex and challenging, requiring a deep understanding of user behaviour, design best practices, and technical considerations. This is where working with a market research agency can be an invaluable asset for brands looking to improve their mobile user experience.

A market research agency can provide many services and solutions to help brands optimise their website for mobile users. Here are a few examples:

User research: A market research agency can conduct user research to gain insights into how your target audience interacts with your website on mobile devices. This can include surveys, focus groups, and usability testing to identify pain points and opportunities for improvement.
Design and development: A market research agency can work with your team to design and develop a mobile-first website that prioritises user experience and incorporates best practices for mobile optimisation. This can include creating responsive designs, optimising page speed, and implementing mobile-specific features.
Analytics and optimisation: A market research agency can help you measure the impact of your mobile optimisation efforts by analysing data and identifying areas for improvement. This can include A/B testing, heat mapping, and user behaviour tracking to fine-tune your mobile user experience over time.
Competitive analysis: A market research agency can conduct a competitive analysis to identify how other brands in your industry are approaching mobile optimisation and provide recommendations for differentiating yourself and providing a better user experience.

By working with a market research agency, brands can ensure their mobile user experience is optimised for their target audience and aligned with their overall business goals. Whether you’re looking to improve your website’s load times, streamline the checkout process, or implement mobile-specific features, a market research agency can provide the expertise and support you need to achieve mobile optimisation success.

Key Takeaways

Mobile optimisation is an essential aspect of user experience optimisation for large multinational companies. With the rise of mobile usage, users expect websites to be fast, easy to navigate, and visually appealing on their mobile devices.

By prioritising mobile-first design and following best practices for mobile optimisation, companies can create a website that not only meets these expectations but exceeds them.

While we’ve discussed the importance of mobile-first design and the impact of mobile optimisation on search rankings and e-commerce, it’s also important to consider the technical side of mobile responsiveness and the tools and resources available to help you achieve mobile optimisation success. Companies can gain a competitive edge by using these tools and resources and working with a market research agency to provide a seamless and engaging experience for mobile users worldwide.

Ultimately, mobile optimisation is not just about making your website look good on a smartphone – it’s about providing a great user experience for a large and growing audience of mobile users. By prioritising mobile optimisation, brands can build customer trust and loyalty, improve search rankings, drive more conversions and revenue, and ultimately stay ahead in today’s fast-paced digital landscape.

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“Businesses that are solely focused on their product without understanding their customers will ultimately fail.” – Michael Seibel, CEO of Y Combinator.

This quote highlights the importance of understanding your customers and their needs, which is why market research is critical for any successful business. In today’s rapidly changing and competitive marketplace, it’s not enough to simply create a product and hope it will sell. You need to know who your customers are, what they want, and how they behave to make informed decisions and develop effective marketing strategies.

One approach to market research that is often overlooked is panel research. Panel research involves gathering data from a group of individuals who have agreed to participate in ongoing research studies. This type of research can provide valuable insights into consumer behaviour, attitudes, and preferences over time, which can help businesses stay ahead of the curve and make more informed decisions. In this article, we’ll explore why panel research should be part of your market research strategy and how it can help you better understand your customers and improve your marketing efforts.

The Benefits of Panel Research

One of the primary benefits of panel research is that it allows you to gather data from a consistent group of individuals over time. By surveying the same group of people multiple times, you can track changes in their behaviour and attitudes and identify trends or patterns that may be emerging. This can help you make more accurate predictions about future behaviour and inform your marketing strategies accordingly.

Another advantage of panel research is that it can provide a more accurate picture of consumer behaviour than other types of research. For example, traditional market research methods like focus groups or surveys are often conducted with a one-time sample of participants. However, these individuals may not represent your target audience as a whole. Their responses may be affected by factors like social desirability bias or their mood during the study.

With panel research, on the other hand, you can ensure that your sample is representative of your target audience and that the data you collect is more reliable and valid. This is because the same individuals are surveyed multiple times, which reduces the likelihood of random variations in responses and other sources of error.

Lastly, panel research can also be more cost-effective than other types of research. Because you are surveying the same group of people multiple times, you can often collect more data with fewer resources than you would need to conduct numerous one-time studies. This can be especially useful for small businesses or startups that have limited budgets but still need to gather high-quality data to inform their decisions.

Types of Panel Research

There are several types of panel research that brands can use to gather insights into their target audience. Each type has strengths and weaknesses, so choosing the one best suited to your research needs is essential.

Online Panels: Online panels are one of the most popular types of panel research. These panels consist of a group of individuals who have agreed to participate in research studies online. Businesses can use online panels to gather data on a wide range of topics, including consumer behaviour, attitudes, preferences, and more.

Mobile Panels: Mobile panels are similar to online panels but are conducted exclusively on mobile devices like smartphones and tablets. These panels can be particularly useful for gathering data on consumer behaviour in real-time, such as when they are shopping in-store or browsing a website on their mobile device.

Traditional Panels: Traditional panels are in-person through focus groups or one-on-one interviews. These panels can help gather in-depth qualitative data on consumer attitudes and preferences, but they can also be more time-consuming and expensive than online or mobile panels.

Customer Panels: Customer panels comprise of individuals who have already purchased a product or service from a business. These panels can help gather customer satisfaction feedback, identify improvement areas, and test new product ideas.

When choosing a panel research method, it’s important to consider your research objectives, target audience, and budget. Online panels and mobile panels may be more cost-effective and efficient, while traditional panels and customer panels may provide more in-depth qualitative data. It’s also important to ensure that your sample is representative of your target audience so that you can be confident in the data you collect.

How to Conduct Panel Research

Conducting panel research involves several key steps to ensure that you gather reliable and actionable data. Here are some best practices to follow:

Choose the Right Panel: The success of your panel research depends on choosing the right panel. Look for a panel provider with a large and diverse sample, with participants matching your target audience demographics. You should also ensure the panel provider has a robust data quality control process to minimise bias and ensure accurate data.

Create Effective Surveys: Once you have your panel, it’s time to design your survey. Consider your research objectives and craft questions to provide the insights you need. Ensure your questions are clear, concise, and unbiased to ensure accurate data. Keeping your surveys short is also important to avoid panel fatigue and maintain high response rates.

Conduct Your Survey: Once your survey is designed, it’s time to deploy it to your panel. Make sure your survey is mobile-friendly, as many panel members may complete it on their smartphones or tablets. It’s also a good idea to incentivise panel members to complete your survey through cash or gift card rewards to maintain high response rates.

Analyse Your Data: Once you have collected your survey data, it’s time to analyse it. Look for patterns and trends in the data, and compare them to previous waves of data to identify changes over time. Use statistical analysis to ensure your findings are reliable and valid.

Draw Insights and Make Decisions: Use your data to draw insights about your target audience and inform your marketing decisions. Use your insights to optimise your marketing strategies, improve your products or services, and better meet your customers’ needs.

Following these best practices ensures that your panel research provides valuable and reliable data to inform your business decisions.

Real-Life Examples

Many companies have used panel research to gather insights into their target audience and inform their marketing strategies. Here are some real-life examples of companies that have successfully used panel research:

Procter & Gamble: Procter & Gamble used a panel of customers to gather feedback on a new line of shampoo products. By gathering insights from the panel, they could identify which product features were most important to customers and optimise their marketing strategy accordingly. The result was a highly successful product launch that exceeded sales targets.

Netflix: Netflix has used panel research to gather insights into viewer behaviour and preferences. By analysing data from their panel, they could identify trends in viewing habits and preferences and optimise their content offerings accordingly. This has helped Netflix stay ahead of the curve and maintain its position as a leader in the streaming industry.

Hilton Hotels: Hilton Hotels used a panel of customers to gather feedback on their loyalty program. By gathering insights from the panel, they could identify areas for improvement and make changes to the program that better met the needs of their customers. The result was increased customer satisfaction and loyalty.

These examples demonstrate the power of panel research to provide valuable insights into consumer behaviour and preferences. By using panel research as part of their market research strategy, these companies were able to make more informed decisions and develop more effective marketing strategies.

Challenges and Limitations of Panel Research

While panel research has many benefits, it also has some challenges and limitations that businesses should be aware of. Here are some of the main challenges and limitations of panel research:

Selection Bias: Panel research can be susceptible to selection bias if the panel members do not represent the target population. This can occur if the panel provider has a biased sample or if certain demographics are over or underrepresented in the panel.

Low Response Rates: Panel research can also suffer from low response rates, especially if panel members are asked to complete surveys too frequently. Low response rates can lead to a biased sample and make it difficult to draw accurate conclusions from the data.

Panel Fatigue: Panel fatigue occurs when panel members become tired of completing surveys and start to provide less accurate or thoughtful responses. This can be especially problematic for longitudinal studies that require participants to complete multiple surveys over a period of time.

Limited Sample Size: Panel research is typically conducted with a smaller sample size than other types of research, which can limit the generalisability of the findings. This is especially true for niche or hard-to-reach populations.

Cost: While panel research can be cost-effective in the long run, upfront costs associated with panel recruitment and data collection can be prohibitive for smaller brands.

To address these challenges, brands should ensure that their panel is representative of the target population and that panel members are asked to complete surveys sparingly. Brands should also consider using incentives to encourage high response rates and reduce panel fatigue.

Finally, businesses should be aware of the limitations of panel research and use it in conjunction with other research methods to gather a more comprehensive understanding of their target audience.

Outsourcing Your Panel Research

While conducting panel research in-house can be tempting, outsourcing your panel research to a market research agency can have many benefits. Here are some advantages to consider:

Expertise: Market research agencies have extensive experience and expertise in panel research. They know how to recruit the right participants, design effective surveys, and analyse data in a way that provides actionable insights. This can lead to more accurate data and more informed decisions.

Access to Technology: Market research agencies have access to the latest technology and tools for panel research. This can include advanced survey software, data analysis tools, and reporting capabilities. Using these tools, agencies can provide more robust and detailed data than possible with in-house resources.

Quality Control: Market research agencies have established processes to ensure the quality and reliability of the data they collect. This can include data quality checks, respondent validation, and data cleaning to minimise bias and provide accurate data.

Time and Cost Savings: Outsourcing your panel research can save time and money compared to conducting it in-house. Market research agencies have established panels and recruitment processes in place, which can save time and resources. Additionally, outsourcing can help you avoid the upfront costs of panel recruitment and data collection.

Access to Niche Populations: Market research agencies have access to a wide range of panels, including panels that may be difficult to recruit in-house. This can include panels of healthcare professionals, IT professionals, or other niche populations.

By outsourcing your panel research, you can take advantage of these benefits and gain access to more accurate and reliable data. Market research agencies can provide various services, from panel recruitment and survey design to data analysis and reporting, to help you gather the insights you need to make informed decisions and drive business success.

Key Takeaways

Panel research is essential for brands looking to gain insights into their target audience and develop effective marketing strategies. Using panel research, brands can gather reliable data on consumer behaviour, attitudes, and preferences over time, making informed decisions that drive business success. However, panel research also has its challenges and limitations, which businesses should be aware of to ensure the data’s accuracy and reliability.

Outsourcing panel research to a market research agency can provide many benefits, including expertise, access to technology, quality control, time and cost savings, and access to niche populations. By working with a market research agency, businesses can ensure that their panel research provides accurate and actionable data that can inform their marketing strategies and drive business growth.

Key Takeaways:

Panel research provides valuable insights into consumer behaviour, attitudes, and preferences over time.
Panel research can be conducted using online panels, mobile panels, traditional panels, or customer panels.
Businesses should be aware of the challenges and limitations of panel research, including selection bias, low response rates, panel fatigue, limited sample size, and cost.
Outsourcing panel research to a market research agency can provide many benefits, including expertise, access to technology, quality control, time and cost savings, and access to niche populations.

When looking to conduct panel research, consider partnering with Kadence International, a multi-award-winning global market research agency with extensive experience and expertise in panel research. Contact us today to learn more about our panel research services and how we can help you gather the insights you need to drive business success.

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Nearly 9 in 10 parents say their kids influence their purchase decisions. Recent studies have identified children as the most important influencers in making daily household shopping habits more environmentally responsible.

Climate activist Greta Thunberg also began her climate change journey when she persuaded her parents to adopt lifestyle choices that reduced their carbon footprint.

There has been a significant increase in awareness about the impact of human activity on the environment. As the world grapples with the challenges of climate change, young people are taking an active role in advocating for a more sustainable future. Children are increasingly influencing their parents to adopt green practices daily.

Spending on sustainable brands and products by Gen X has increased by 24 percent since 2019, as a result of the Gen Z influence.

Studies have shown that children significantly influence their parents’ behaviour when it comes to environmental issues. Parents with children concerned about the environment are more likely to change their daily habits and be more conscious of their impact on the planet. Children are also encouraging their parents to become more active in advocating for environmental issues and supporting brands that are committed to sustainability.

The Greta generation is growing up and looking to raise awareness, often starting in their own homes. Brands that are looking to become more sustainable should take note of the role that children are playing in this movement.

Steps brands can take to become more sustainable and appeal to eco-conscious families.

To convey their social purpose and position themselves as eco-friendly and sustainable to Gen Alpha and Gen Z, brands can follow these steps:

Be transparent.

Be open and honest about your sustainability practices and initiatives. Gen Alpha and Gen Z value sustainability and are more likely to trust and support brands that are transparent about their environmental impact.
Use eco-friendly materials.

Use environmentally friendly materials in your products and packaging. This can include using recycled materials, reducing plastic usage, and using biodegradable packaging.
Support social causes.

Gen Alpha and Gen Z are more likely to support brands actively involved in social causes. Support social causes that align with your brand’s values and messaging.
Communicate your values.

Clearly communicate your brand’s values and beliefs about sustainability. This can be done through social media, advertising campaigns, and product packaging.
Engage with your audience.

Engage with Gen Alpha and Gen Z through social media and other digital platforms. Encourage them to share their thoughts and feedback on your sustainability efforts.
Take concrete actions.

Take concrete actions to reduce your environmental impact. This can include reducing waste, using renewable energy sources, and supporting sustainable farming practices.
Educate your audience.

Educate your audience on sustainability issues and the impact of their choices. Provide tips and resources on how they can reduce their environmental footprint.

It is important for brands to not just talk about sustainability but to take steps to reduce their environmental impact actively. By doing so, they can gain the trust and support of Gen Alpha and Gen Z, who are increasingly conscious about sustainability and the environment.

Brands that want to appeal to eco-conscious families should take note of this and take steps to become more sustainable. By reducing waste, using sustainable materials, supporting environmental causes, and providing educational resources, brands can demonstrate their commitment to sustainability and appeal to consumers looking for eco-friendly products.

Not surprisingly, TikTok has become a popular platform for promoting sustainability and raising awareness about environmental issues among the younger generation. Its short-form video format and engaging content make it an effective platform for educating and inspiring others to take action toward a more sustainable future.

Here are a few examples of how TikTok contributes to the sustainability movement:

#ClimateChange and #Sustainability Challenges.

TikTok users have created various climate change and sustainability challenges, such as the #ClimateChangeChallenge and #SustainabilityChallenge. These challenges encourage users to share their own sustainable habits and tips, spreading awareness about the importance of sustainability.
Upcycling and DIY Videos.

TikTok is a popular platform for DIY and upcycling videos. Users share videos of themselves transforming old clothes or other items into something new and fashionable, encouraging others to reuse and repurpose items instead of throwing them away.
Sustainable Fashion and Beauty Tips.

Many TikTok creators use the platform to share sustainable fashion and beauty tips. They show how to shop secondhand at thrift stores and online, create sustainable skincare routines, and reduce waste in the beauty industry.
Environmental Education.

TikTok has also become a platform for environmental education. Creators share short videos explaining climate change, sustainability, and other environmental issues in a fun and engaging way.
Advocacy Campaigns.

Many advocacy campaigns related to environmental and sustainability issues have taken place on TikTok, including campaigns focused on reducing plastic waste, promoting renewable energy, and protecting biodiversity.

Consumers-are-taking-control-of-their-well-being-with-wearable-tech

Barriers brands face when trying to become eco-friendly.

Several barriers brands face when trying to become eco-friendly. Some of these barriers include:

Cost.

One of the biggest barriers for brands that want to become eco-friendly is the high cost of sustainability. Sustainable materials and manufacturing processes can often be more expensive than traditional materials and methods. This can make it difficult for some brands to invest in sustainability.
Infrastructure.

Brands may also face barriers related to their infrastructure. For example, finding suppliers and manufacturers that use sustainable practices may be difficult. Additionally, it may require significant investment to update existing facilities and equipment to be more sustainable.
Lack of Consumer Demand.

While there is a growing demand for eco-friendly products, some brands may still face barriers related to consumer demand. Brands may hesitate to invest in eco-friendly practices if consumers are not yet prioritizing sustainability when purchasing.
Regulation.

Brands may also face barriers related to regulation. Governments may have regulations and policies that make it difficult for brands to adopt sustainable practices. Additionally, compliance with these regulations can be costly and time-consuming.
Education.

Finally, brands may face barriers related to education. Not all consumers may be aware of the benefits of eco-friendly products, and some may not understand the environmental impact of their purchasing decisions. Brands may need to invest in education and awareness campaigns to help consumers understand the importance of sustainability.

Becoming eco-friendly can be a challenging process for brands. However, as sustainability becomes more important to consumers and the planet, it is becoming increasingly necessary for brands to overcome these barriers and invest in sustainability.

Eco-Friendly Brands in the US, UK, and Asia: Examples and Positioning Strategies for Sustainability.

Here’s how successful sustainable brands position themselves as eco-friendly and attract consumers with their environmentally-friendly practices.

Patagonia.

Patagonia is a well-known outdoor apparel brand committed to sustainability. The brand has used recycled materials and organic cotton for years and has launched several initiatives to reduce its carbon footprint. Patagonia is known for its transparency in its supply chain and for advocating for environmental causes.

Eileen Fisher.

Eileen Fisher is a fashion brand focused on sustainable and ethical fashion. The brand uses organic cotton and recycled materials to make its clothing and has launched several initiatives to reduce its waste and carbon footprint. Eileen Fisher also partners with organizations that promote sustainability in the fashion industry.

Rapanui.

Rapanui is a sustainable clothing brand in the UK. The brand uses organic cotton and recycled materials to make its clothing and has a closed-loop production process that minimizes waste. Rapanui also uses renewable energy to power its factories and offsets its carbon footprint by planting trees.

Paperboat.

Paperboat is a beverage brand in India that uses natural ingredients and traditional Indian recipes to make its drinks. The brand uses eco-friendly packaging and is committed to reducing its carbon footprint by sourcing ingredients locally and using sustainable transportation.

Bamboo Straw Girl.

Bamboo Straw Girl is a brand in Singapore that sells eco-friendly bamboo straws. The brand sources bamboo from sustainable farms and has a closed-loop production process that minimizes waste. Bamboo Straw Girl also partners with environmental organizations and advocates for plastic-free living.

Sapa O’Chau.

Sapa O’Chau is a social enterprise in Vietnam that sells organic tea and coffee. The brand works with local farmers to source its ingredients and uses eco-friendly packaging. Sapa O’Chau also reinvests its profits into the local community, supporting education and sustainable tourism.

Messy Bessy.

Messy Bessy is a personal care and cleaning brand in the Philippines. The brand uses plant-based ingredients and eco-friendly packaging for its products. Messy Bessy also partners with organizations that promote environmental causes and provides employment opportunities to marginalized communities.

Avani Eco.

Avani Eco is a brand in Indonesia that produces eco-friendly bags and packaging made from cassava starch. The brand’s products are biodegradable and compostable, and its manufacturing process uses renewable energy. Avani Eco also partners with organizations that promote sustainable living and advocate for a circular economy.

MUJI.

MUJI is a Japanese brand that produces a wide range of products, including clothing, home goods, and food. The brand strongly focuses on sustainability and uses eco-friendly materials such as organic cotton and recycled paper. MUJI also encourages a minimalist lifestyle, which reduces waste and promotes sustainability.

Innowell.

Innowell is a Chinese brand that produces eco-friendly air purifiers. The brand’s purifiers use natural materials such as bamboo charcoal and HEPA filters to remove pollutants from the air. Innowell also focuses on energy efficiency, using less energy than traditional air purifiers.

Klean Kanteen.

Thailand-based brand Klean Kanteen produces eco-friendly water bottles and containers using stainless steel, a sustainable and recyclable material. It encourages consumers to reduce their use of single-use plastic bottles. Klean Kanteen also partners with organizations that promote environmental causes and sustainable living.

These brands have positioned themselves as environmentally-conscious by using eco-friendly materials, reducing waste, and promoting sustainable lifestyles. They also communicate their eco-friendly practices to consumers through marketing and transparency in their supply chains. Additionally, they partner with organizations that promote environmental causes and sustainable living, which helps to raise awareness of sustainability issues and promote positive change.

To position themselves as sustainable and appeal to this generation, brands need to take a 360-degree approach to sustainability. This means that they should consider not only the materials they use in their products and packaging but also the production methods and conditions, as well as their supply chain and distribution practices.

Brands that prioritize sustainability and are transparent about their practices can build trust with young consumers, who also yield some influence on their parents’ purchasing behavior and gain a competitive advantage in the marketplace. By adopting sustainable practices, brands can contribute to the global effort to address climate change and reduce their environmental impact.

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The USD 500 billion beauty and personal care industry encompasses everything from skincare and cosmetics to hair care and personal grooming. This lucrative industry has seen a significant surge in influencer marketing campaigns to reach its target audience. In fact, beauty brands are some of the most-followed and active accounts on social media.

According to LTK’s national shopper study, beauty brands are the top product category from influencer recommendations. For beauty brands, there are ample opportunities for social selling; however, the intense competition in this space can be daunting.

The key to differentiating a beauty brand in such a crowded marketplace is to have the right influencer to communicate the message personally. This helps people become engaged and commit to the beauty brand. Beauty brands must also evaluate their campaign’s success to continue building upon it.

In this guide, you will learn about the benefits of utilising the top influencer platform to expand your beauty brand; tips on strategy, campaigns, and selecting the right influencers; and guidance on where to begin.

In the past decade, influencer marketing has become a crucial part of the marketing strategies of many beauty brands. Influencer marketing is leveraging social media influencers’ reach and influence to promote products or services. Beauty brands have partnered with influencers with a significant following on social media platforms such as Instagram, YouTube, and TikTok.

This guide will explore the impact and effectiveness of influencer marketing on beauty brands, including the advantages and disadvantages of this marketing strategy.

What is influencer marketing?

Influencer marketing is a type of social media marketing that focuses on using key leaders or ‘influencers’ to drive brand messages to the target market. Influencers are industry experts and social media personalities with established credibility, a large following, and niche audiences.

Influencer marketing plays an integral role in the beauty and personal care industry. From make-up tutorials to health and wellness routines, influencers can offer personal, real-time tips to help potential customers make informed purchasing decisions.

Companies view influencers as key brand partners in helping them connect with a targeted audience to increase awareness and sales. Creators or influencers representing the brand and its products can be extremely valuable for designing content strategies to reach a specific demographic. Such strategies can be crafted using various visuals and interactive materials that articulate the brand’s messaging and the influencer’s experiences. This can lead to an authentic relationship between the influencer and the brand’s audience.

The Advantages of Influencer Marketing for Beauty Brands:

Increased Brand Awareness

Partnering with influencers can help beauty brands reach a wider audience and increase brand awareness. Influencers have a dedicated following on social media, and their followers often trust and value their recommendations. Influencers promoting a beauty brand’s products can generate interest and awareness among their followers, leading to increased brand exposure.

Targeted Marketing

Influencer marketing allows beauty brands to target specific demographics and audiences. By partnering with influencers with a significant following within a particular demographic, beauty brands can reach their target market more effectively. This can result in higher engagement rates and more conversions.

Cost-Effectiveness

Compared to traditional advertising methods, influencer marketing can be a cost-effective way for beauty brands to promote their products. While partnering with top-tier influencers can be expensive, beauty brands can also work with micro-influencers with smaller followings but can still reach a targeted audience at a lower cost.

Authenticity

Influencer marketing can add authenticity to a beauty brand’s marketing strategy. Influencers are often seen as authentic and trustworthy by their followers, which can increase the perceived value of a beauty brand’s products. This can lead to increased engagement and conversions.

The Disadvantages of Influencer Marketing for Beauty Brands:

Risk of Inauthenticity

One of the main disadvantages of influencer marketing is the risk of inauthenticity. If influencers promote products solely for the sake of payment, it can come across as inauthentic and may damage their reputation with their followers. This can also poorly reflect the beauty brand, leading to decreased trust and credibility.

Limited Control

Beauty brands have limited control over influencers’ content when promoting their products. While they can provide guidelines and suggestions, ultimately, the influencer has creative control over the content. This can lead to inconsistencies in messaging and branding.

Saturation

Influencer marketing has become increasingly popular in recent years, leading to saturation in the market. With so many beauty brands partnering with influencers, it can be difficult for a brand to stand out and make an impact.

Challenges with metrics and ROI

Measuring the effectiveness of influencer marketing can be challenging, and it can be difficult to determine the return on investment (ROI). Metrics such as engagement rates, impressions, and conversions can be used to measure the success of a campaign, but it can be difficult to attribute sales directly to influencer marketing.

There are two types of influencers —micro-influencers and macro-influencers.

Both micro-influencers and macro-influencers have a place in the marketing world, but they have some distinct differences that set them apart.

The main differences between micro and macro influencers are their reach and cost. Micro-influencers usually have between 10k-100k followers, while macro-influencers have above 100k followers.

Micro-influencers have a smaller but more dedicated following, often with niche interests. They also tend to engage their followers more since their following is smaller. This can create stronger bonds between influencer and follower, often resulting in more meaningful connections.

On the other hand, macro-influencers have a larger but less dedicated following, usually due to a broader range of interests and less one-on-one interaction with followers.

Another big difference between the two is their rates for sponsored posts. Since macro-influencers often have bigger followings, they can usually command higher rates than micro-influencers.

However, this doesn’t necessarily mean they always have a higher ROI. Micro-influencers can have a higher ROI due to their more engaged followers.

Micro and macro influencers have advantages and disadvantages; choosing the right influencer will depend on the campaign’s specific needs. The size of their audience, the quality of their engagement, and the cost must be considered when selecting an influencer.

What types of platforms are most popular for Influencer Campaigns

Influencer campaigns showcase the power of influencers to boost brand engagement and inspire potential customers. This, in turn, can significantly affect sales within the beauty and personal care industry.

Beauty influencers greatly impact product sales worldwide, creating trends and transforming the beauty industry.

The platform with the most beauty influencers is undoubtedly Instagram, with its ease of use, huge user base, and engaging features allowing influencers to build their own audience. Countries like the US, UK, India, and Brazil lead the charge for the total number of influencers, but as social media usage expands to other areas of the world, this number will grow.

Instagram is also the platform with the highest engagement rate for beauty influencers, particularly when it comes to micro-influencers. Due to their niche approach and smaller but highly dedicated following, micro-influencers can leverage relationships with their followers to have high interaction rates with posts, especially compared to traditional beauty influencers, who may have more followers but often receive lower engagement.

The success of Instagram influencers has spilled over to other platforms, particularly YouTube, which is seeing an increasing number of beauty influencers and related content. However, while it may not have the highest engagement rate for beauty influencers, YouTube is still a major player in the market and should not be overlooked.

Case Study: Glossier

Glossier is a direct-to-consumer beauty brand that has successfully leveraged influencer marketing to promote its products. The brand was founded in 2014 and has become a cult favourite among millennial and Gen Z consumers.

Glossier’s influencer marketing strategy focuses on working with micro-influencers with smaller followings but can still reach a targeted audience. The brand has also cultivated a community of “Glossier Girls,” who are fans of the brand and are often featured on Glossier’s social media platforms.

One of Glossier’s most successful influencer campaigns was the launch of its

Four beauty brands that effectively used influencer marketing to build a loyal following:

US – Fenty Beauty by Rihanna

Fenty Beauty by Rihanna is a US-based beauty brand that launched in 2017. The brand’s strategy heavily relied on influencer marketing, particularly on social media platforms like Instagram and YouTube. The brand collaborated with various influencers, from micro-influencers to celebrities, to promote its products.

One of the brand’s most successful influencer campaigns was the launch of its Pro Filt’r Soft Matte Longwear Foundation. The brand partnered with influencers of various skin tones and types, ensuring the foundation was showcased to a diverse range of individuals. This helped the brand gain traction and build a loyal following, particularly among women of colour who had previously struggled to find a foundation that matched their skin tone.

UK – Charlotte Tilbury

Charlotte Tilbury is a UK-based beauty brand that launched in 2013. The brand has a strong influencer marketing strategy and has partnered with numerous beauty bloggers and influencers to promote its products. Charlotte Tilbury’s influencer campaigns have been particularly effective on Instagram, where the brand has over 3 million followers.

One of the brand’s most successful influencer campaigns was the launch of its Pillow Talk lipstick. The brand partnered with influencers such as Zoella, who posted Instagram stories and blog posts about the lipstick, generating buzz and interest around the product. The campaign was so successful that the brand expanded its Pillow Talk range to include an eyeshadow palette and blush.

India – Nykaa

Nykaa is an Indian beauty and wellness brand that launched in 2012. The brand’s strong online presence has leveraged influencer marketing to expand its reach and increase sales. Nykaa has partnered with micro-influencers and celebrities to promote its products, particularly on Instagram and YouTube.

One of Nykaa’s most successful influencer campaigns was the launch of its matte lipstick range. The brand partnered with influencers such as Masoom Minawala, who created YouTube tutorials showcasing lipsticks and how to wear them. The campaign generated over 6 million views on YouTube and helped the brand establish itself as a leader in the Indian beauty market.

China – Perfect Diary

Perfect Diary is a Chinese beauty brand that launched in 2017. The brand has rapidly gained popularity in China due to its influencer marketing strategy. Perfect Diary has partnered with numerous Chinese influencers, particularly on the social media platform Weibo, to promote its products.

One of Perfect Diary’s most successful influencer campaigns was the launch of its “Dreaming Of Sea” eyeshadow palette. The brand partnered with influencers such as Becky Li, who created makeup tutorials using the palette on Weibo. The campaign generated over 200 million views and helped the brand become a major player in the Chinese beauty market.

Diversity and Inclusion in Influencers

The landscape of beauty influencers is also becoming more diverse as many male beauty influencers are popping up on social media. Their content may range from advice on skincare, fashion tips, or personal videos featuring their daily activities and lifestyle. This new group of influencers is set to revolutionise the beauty industry further and provide greater inclusivity to an already diverse sector.

In conclusion, the impact of beauty influencers can be felt worldwide and shows no sign of slowing down anytime soon. Instagram is currently leading the pack in terms of the number of influencers and engagement rate, but with an influx of new platforms and styles of influencers emerging, there is no telling what the future of beauty influencers will bring.

No, the same beauty influencers are not always active on all social channels. For example, while they might have a thriving presence on YouTube, they might not have an active presence on Instagram or TikTok. It all depends on the influencer and what platforms they feel the most comfortable and effective on. Each influencer usually specialises in one or two platforms, often tailoring their content for that specific channel. They might focus on Instagram to showcase beauty products but specialise in Youtube for longer-form content, like tutorials. Additionally, some influencers are active on all platforms, creating different types of content on each. This approach can help build their presence across all channels, increasing success and visibility.

The impact of Beauty Influencers

Beauty buyers seek products and services that best suit their preferences, needs, and values. That’s why beauty and personal care brands are now looking to beauty and wellness influencers to engage with potential buyers and promote their products and services.

Beauty and wellness influencers are highly engaged and passionate individuals with a large audience who share honest reviews and opinions on the latest beauty trends. They often receive incentives or gifts from brands in return for their content and have the power to make or break a product launch or sale.

By engaging with beauty influencers, beauty brands can promote their products to a wider and more specific audience, gain valuable feedback from buyers, increase product visibility, and establish buyer loyalty. Through the influencer’s content, brands can promote products to customers in an interactive, entertaining, and innovative way.

To ensure maximum benefit from influencer marketing, beauty brands need to clearly define the goals of their campaign, identify the influencers that are best suited to the goals and brands, establish and implement guidelines for engagement, provide the necessary support for influencers, track engagement data, and analyze campaign results.

In addition to their campaigns, beauty brands can also maximise their strategy by utilising influencer marketing software and creator management. With this software, brands can easily discover, track and engage influencers in their network. Additionally, they can measure and monitor the success of campaigns in real-time, assess their ROI, track payment schedules, and view detailed performance metrics.

By leveraging influencer marketing in their beauty marketing strategies, large and small beauty brands can gain loyal customers, generate brand awareness and create long-term engagement and relationships.

Crafting an influencer campaign for a beauty brand requires strategy and research to create an effective campaign that produces results.

Tips to keep in mind when planning an influencer campaign.

Choose the Right Influencers.

Select influencers who align with the goals and mission of your beauty brand and have an audience that would be interested in what your beauty brand offers.

Utilise Existing Connections.

See if you already have a relationship with any influencers and use it to your advantage. Influencers that you already know can give you a better idea of what their followers like, how to approach them, and how to interact with them.

Set a Realistic Budget.

Knowing how much you can spend on your influencer campaign will help you create an achievable goal. Determine the most important part of the campaign, such as whether you want a certain number of impressions, engagement, or followers. Then adjust your budget to what makes the most sense for your goals.

Establish Metrics.

Establishing specific metrics to measure success is important to ensure you get a return on investment. Create KPIs focusing on the outcome you are trying to achieve, whether sales or awareness.

Analyze Performance.

Once your influencer campaign has concluded, it’s important to look at the results and determine what worked and what didn’t. Analyzing performance will help you adjust your future campaigns to achieve maximum success.

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With the proliferation of smartphones and tablets, it’s no surprise that more and more people are completing surveys on their mobile devices. But what does this mean for marketers, product managers, and market researchers?

In this article, we’ll explore how mobile devices have changed the survey landscape and why it’s crucial to design mobile-friendly surveys. We’ll dive into the various question types, discuss their effectiveness on mobile devices, and provide best practices for designing surveys that work well on screens of all sizes.

But first, let’s take a step back and consider how mobile devices have changed our interaction with technology. These devices have revolutionised how we communicate, consume content, and engage with brands in just a few short years. People spend more time on their phones than ever before, and this trend will continue.

As marketers and researchers, we must keep up with these changes and adapt our strategies accordingly. By understanding the impact of mobile devices on survey responses, we can design surveys that are more engaging, more effective, and ultimately more valuable for our businesses. So let’s dive in and explore the exciting world of mobile surveys!

The Mobile Survey Landscape

The mobile survey landscape is constantly evolving, and staying up-to-date with the latest trends and statistics is essential. According to Statista, in 2023, the current number of smartphone users in the world today is 6.92 billion, meaning 86.29% of the world’s population owns a smartphone. This means that a large percentage of survey respondents are completing surveys on their mobile devices.

While mobile surveys offer many benefits, such as increased convenience and accessibility, they also present some unique challenges. One of the biggest challenges is the limited screen size of mobile devices. It’s crucial to design surveys that are optimised for smaller screens, with clear and concise questions and answer options.

In a survey by Google, 94% of respondents reported using their smartphones to take surveys.

Another challenge is user attention span. Mobile users often multitask and are easily distracted, so surveys must be engaging and easy to complete. If a survey takes too long or requires too much effort, respondents will likely abandon it before completing it.

Despite these challenges, mobile surveys can be highly effective when designed correctly. In fact, a study found that mobile surveys have a completion rate that is 10% higher than desktop surveys. Additionally, mobile surveys tend to have higher response rates and lower costs, making them an attractive option for brands.

Understanding Question Types

Understanding the different types of survey questions is crucial to designing effective mobile surveys. Let’s closely examine some of the most common question types and how they work on mobile devices.

Open-ended questions allow respondents to provide their own answers and can be useful for collecting qualitative data. However, they can be more challenging to answer on a mobile device, as they often require more typing and can be harder to read on a smaller screen. In contrast, closed-ended questions provide a set of predefined answer options, such as yes or no, and are often easier to answer on a mobile device.

Multiple-choice questions are a popular closed-ended question type, where respondents are given a set of answer options to choose from. These can be effective on mobile devices if the options are clear and easy to read. However, if the options are too lengthy or complex, they may be difficult to read on a small screen.

Rating scales are another common question type, where respondents are asked to rate their level of agreement or satisfaction on a scale of 1 to 5 or 1 to 10. Rating scales can be effective on mobile devices if they are designed to fit the smaller screen size, and the rating options are clearly labelled and easy to select.

Research by Quirk’s Media found that surveys optimised for mobile devices are completed 30-40% faster than those optimised for desktops.

It’s worth noting that some question types, such as matrix questions or grid questions, can be challenging to answer on a mobile device. These types of questions require respondents to evaluate multiple items, which can be difficult to do on a smaller screen.

Best Practices for Mobile-Friendly Surveys

Designing surveys that are mobile-friendly is crucial to maximising completion rates and gathering accurate data. Here are some best practices for designing mobile-friendly surveys:

Keep it concise: Mobile users have limited attention spans, so it’s essential to keep survey questions and answer options short and to the point. Avoid using long or complicated sentences, and consider breaking up longer questions into smaller, more manageable chunks.
Use clear formatting: Use a clear and easy-to-read font, with a font size of at least 14 points, to ensure the text is readable on smaller screens. Use plenty of white space between questions and answer options to help respondents navigate the survey more easily.
Optimise for different devices: Make sure your survey is optimised for different screen sizes and device types. Test your survey on different devices to ensure it looks and functions correctly on each one.
Keep answer options consistent: Make sure that answer options are consistent throughout the survey. This will make it easier for respondents to understand the question and select the appropriate answer.
Provide clear instructions: Provide clear and concise instructions at the beginning of the survey to help respondents understand how to complete the survey. Include instructions on navigating the survey and how long it is expected to take.
Use skip logic: Skip logic allows respondents to skip questions that are not relevant to them, which can help to reduce survey fatigue and improve completion rates. However, ensure that skip logic is used sparingly, as it can add complexity to the survey.
Test and iterate: Testing and iterating are essential parts of survey design. Test your survey on a small sample of respondents before launching it to a larger audience, and use their feedback to make improvements.

Key Takeaways

Mobile devices have revolutionised how people interact with technology, including completing surveys. To maximise response rates and gather accurate data, it’s essential to design mobile-friendly surveys.

This means selecting the right question types and optimising surveys for different screen sizes and devices.

Key takeaways from this blog post include:

Mobile devices are an important platform for survey completion and should be taken into consideration when designing surveys.
Closed-ended questions, such as multiple-choice questions and rating scales, tend to work better on mobile devices than open-ended questions.
Mobile surveys should be concise, well-formatted, and optimised for different devices.
Best practices for mobile surveys include keeping answer options consistent, providing clear instructions, and testing and iterating.

Brands and researchers can create engaging, effective surveys that provide valuable insights into consumer behaviour and preferences by using a mobile-first approach and following these best practices.

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Are you tired of investing time, money, and resources to develop products that don’t resonate with your target audience? Have you ever launched a product that received little to no interest from the market? If so, you’re not alone.

Launching a successful product in today’s highly competitive market can be daunting. However, concept testing can help you validate your product ideas, refine your concepts, and increase the likelihood of success.

Concept testing evaluates customer responses to a product idea before launching it in the market. It involves gathering feedback from potential customers to understand their preferences, pain points, and expectations. By conducting concept testing at different stages of product development, you can identify potential issues and improve your product before it’s too late.

In this article, we will explore the importance of concept testing in product development and provide an overview of the different stages involved in the process. From idea generation to launch testing, we will discuss how concept testing can help you maximise your product’s potential and increase your chances of success in the market.

What is concept testing?

Concept testing, also known as idea testing, is a crucial step in the product development process. It involves testing a product idea with potential customers to gauge their level of interest and gather feedback to refine and improve the idea.

Concept testing aims to validate a product idea before investing significant resources in developing it. It allows product teams to gather valuable insights from potential customers and make data-driven decisions based on their feedback. This helps to reduce the risk of failure and increases the chances of launching a successful product.

Concept testing can be conducted using various methods, including surveys, focus groups, and interviews. It typically involves presenting potential customers with a description, sketch, or prototype of the product and gathering their feedback on various aspects, such as its features, pricing, and overall appeal.

Concept testing is an integral part of the product development process as it can help companies avoid costly mistakes, such as launching products with no market demand. By gathering feedback early on in the product development process, companies can make informed decisions about whether to proceed with the product idea or make modifications to improve its chances of success.

Stage 1: Idea Generation

Ah, the brainstorming stage – the time to let your imagination run wild with new product ideas! But wait, before you start investing time and resources into developing a product, have you considered the importance of concept testing in the idea generation phase?

Concept testing is critical in the idea generation stage, as it helps to validate and refine your product ideas. Imagine spending months developing a product only to discover that it’s not something your target audience wants or needs. That’s where concept testing comes in – it helps you to validate your ideas before you invest significant resources into developing them.

Let’s say you have an idea for a new fitness tracker that tracks your daily water intake. You might think this is a great idea, but will your target audience feel the same? Through concept testing, you can present your idea to potential customers and gather their feedback on your product’s features, pricing, and overall appeal. If your target audience doesn’t see the value in tracking their water intake, you can refine your idea to include more appealing features.

In addition to validating your ideas, concept testing in the idea generation phase can also help you to generate new ideas. Presenting your product idea to potential customers may generate feedback that inspires new features or functionalities you have yet to consider.

Stage 2: Concept Development

Welcome to stage two – concept development! This is where you take your product ideas and start developing them into a tangible concept. But how do you know which concept is the most promising one? You guessed it – concept testing!

Concept testing in the concept development stage can help you to evaluate different concepts and identify the most promising ones. Let’s say you have developed three concepts for your fitness tracker – one that tracks water intake, one that tracks sleep patterns, and one that tracks heart rate. Through concept testing, you can present these concepts to potential customers and gather feedback on their level of interest in each one. Based on their feedback, you can identify which concept most appeals to your target audience.

Not only can concept testing help you to identify the most promising concept, but it can also help you to refine the concept further. Through feedback from potential customers, you may discover areas that need improvement or additional features that would make the product even more appealing.

Stage 3: Prototype Testing

Now that you have a promising product concept, it’s time to develop and test a prototype with your target audience. This is where concept testing can help to refine your prototype and identify areas for improvement.

Let’s say you have developed a prototype of your fitness tracker that tracks water intake. You present it to potential customers, and while they are interested in the idea, they express concerns about the size and comfort of the tracker. Through concept testing, you can gather this feedback and refine your prototype to address these concerns. You could make the tracker smaller or adjust the design to make it more comfortable to wear.

In addition to refining your prototype, concept testing can help you identify areas for improvement. For example, if potential customers express confusion about how to use certain features, you may need to adjust the user interface to make it more intuitive.

Concept testing in the prototype testing stage can be conducted in various ways, such as usability testing or field testing. These methods allow you to gather feedback on the functionality and user experience of the prototype.

By refining your prototype based on feedback from concept testing, you can increase the chances of launching a successful product that meets the needs and desires of your target audience. So, don’t underestimate the power of concept testing in the prototype testing stage – it can make all the difference between a mediocre product and a successful one.

Stage 4: Launch Testing

Now let’s look at launch testing! This is where you test the market readiness of your product and identify potential issues before launch.

Concept testing in the launch testing stage can help you gather feedback on your product’s final version before launch. This feedback can help you to identify potential issues, such as pricing concerns or a lack of interest in certain features.

For example, if you have developed a new smartphone app, you can present it to potential customers and gather feedback on its functionality, design, and pricing. Based on this feedback, you can make necessary adjustments before launching the app to the market.

By gathering feedback from potential customers in the launch testing stage, you can also gain insights into the competition and the overall market demand for your product. This can help you to make informed decisions about pricing, marketing, and distribution strategies.

Concept testing in the launch testing stage can be conducted in various ways, such as beta testing or product demos. These methods allow you to gather feedback on the final version of your product and make necessary adjustments before launching.

Methodologies for concept testing

Now that we’ve explored the different stages of concept testing and their importance in product development, let’s dive deeper into the various methodologies that can be used for concept testing.

There are several different methods for conducting concept testing, each with advantages and disadvantages. The most commonly used methods include surveys, focus groups, and usability testing.

Surveys are a great way to gather feedback from a large number of potential customers. They can be conducted online or in person and are typically used to collect quantitative data on different aspects of a product concept, such as the level of interest in certain features or pricing.

On the other hand, focus groups are more qualitative and involve gathering a small group of potential customers to discuss and provide feedback on a product concept. They are often used to gain more in-depth insights into the thoughts and feelings of potential customers, as well as to gather ideas for new product features or functionalities.

Usability testing is another method that can be used to gather feedback on a product concept. It involves observing potential customers as they use a prototype of the product and gathering feedback on the usability and functionality of the product.

In addition to these methods, there are other types of concept testing, such as A/B and field testing. A/B testing involves presenting two different versions of a product concept to potential customers and gathering feedback on which one is more appealing. Field testing involves testing a product concept in a real-world setting, such as in a store or online marketplace.

Best Practices

Now that we’ve explored the different methodologies for concept testing let’s explore some best practices for conducting effective concept testing. These best practices help ensure that you gather the most valuable feedback and make informed decisions about your product development.

Firstly, defining clear research objectives before conducting concept testing is important. This will help you focus on the most important aspects of the product concept and gather relevant feedback for your goals. Clear research objectives also help ensure you don’t waste time or resources on gathering irrelevant feedback.

Secondly, recruiting the right participants for your concept testing is essential. This means targeting individuals representing your target audience and likely to use or purchase your product. It’s also important to ensure the participants are engaged and invested in the concept testing process. You can achieve this by providing incentives or rewards for their participation.

Another best practice is to use the correct methodology for your product concept and research objectives. This means choosing a method best suited for gathering feedback on the specific aspects of your product concept that you want to test.

For example, if you want to gather quantitative data on pricing, a survey would be more appropriate than a focus group.

Finally, analyzing the data effectively is crucial to make informed decisions about your product development. This means looking for trends and patterns in the feedback and using this information to refine and improve your product concept. It’s also important to prioritise the feedback based on its relevance and impact on the product’s success.

Limitations of concept testing

While concept testing is a valuable tool for product development, knowing its limitations is essential.

For example, concept testing can only provide feedback on the specific product concept being presented to potential customers. It may not capture all possible issues or challenges that arise once the product is launched in the market.

Additionally, concept testing can be influenced by factors such as how the concept is presented, and the language used, or the participants’ demographic.

Another limitation of concept testing is that it may not capture a product’s emotional or experiential aspects. For example, a potential customer may express interest in a product concept, but they may have a negative emotional response once they use the product.

By acknowledging the limitations of concept testing, product development teams can use it as a tool in combination with other methods, such as user testing and market research, to gain a more comprehensive understanding of their product’s potential success in the market.

Case Studies in Concept Testing

Now let’s look at some real-life case studies of successful concept testing in product development.

One example comes from the UK-based cosmetics company Lush. In 2018, Lush developed a new product concept for a solid shower gel. Before launching the product, Lush conducted concept testing by sending samples to customers and gathering feedback through surveys. The feedback was overwhelmingly positive, with customers expressing interest in the new product and suggesting additional scents for the line. Lush used this feedback to refine the product and launch it successfully in the market.

Another example comes from the US-based fast-food chain Taco Bell. In 2017, Taco Bell conducted concept testing for a new menu item called the Naked Chicken Chalupa. The company used focus groups and taste tests to gather feedback on the product concept and made adjustments based on the feedback. The Naked Chicken Chalupa was a huge success when launched, selling over 25 million units in its first year.

Finally, an example from Asia comes from the Chinese tech company Xiaomi. Xiaomi developed a new product concept for a foldable phone, but before launching the product, the company conducted concept testing by sending out a prototype to potential customers for feedback. The feedback was mixed, with customers expressing concerns about the phone’s durability. Xiaomi used this feedback to make necessary adjustments and launch a successful foldable phone.

Key Takeaways

In conclusion, concept testing is a crucial step in the product development process. It allows brands to gather feedback from potential customers, refine their product concepts, and increase their chances of success in the market.

Brands can conduct effective concept testing and make informed decisions about their product development by following best practices such as defining clear research objectives, recruiting the right participants, and analyzing data effectively.

Here are some key takeaways to keep in mind:

Concept testing can be conducted at different stages of product development, including idea generation, concept development, prototype testing, and launch testing.
Different methodologies can be used for concept testing, including surveys, focus groups, and usability testing.
Effective concept testing requires careful planning, execution, and analysis of data.
Concept testing has limitations, and it should be combined with other methods to gain a more comprehensive understanding of a product’s potential success in the market.

Overall, concept testing is a valuable tool for product development that can help companies to create products that truly resonate with their target audience. By implementing the best practices and key takeaways discussed in this article, you can increase your chances of success and launch a product that will delight your customers.

If you want to conduct concept testing for your next product development project, consider using a market research agency like Kadence International. We have extensive experience conducting effective concept testing and can help you gather valuable feedback from potential customers. To get started, simply submit your research brief.

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Have you ever found yourself hesitating before making a purchase? You may have been unsure about the quality of the product or whether you could afford it. Or maybe you were simply feeling uncertain about the future and didn’t want to commit to something that might not be a wise investment.

Whatever the reason, you’re not alone. Uncertainty is a common experience for many consumers and can significantly impact buying decisions. It’s important to understand uncertainty’s role in consumer behavior and how we can respond to it to better meet our customers’ needs.

In this article, we’ll explore the fascinating world of consumer psychology during times of uncertainty. We’ll delve into the effects of uncertainty, how consumers respond to it, and what marketers can do to adjust their strategies accordingly.

We’ll also discuss market research’s crucial role in understanding and responding to uncertainty and provide some practical tips for conducting research during uncertain times.

So buckle up and get ready for a deep dive into the unpredictable waters of consumer purchasing behavior!

The Concept of Uncertainty

Let’s break down the different types of uncertainty.

Economic uncertainty is perhaps the most well-known and pervasive form of uncertainty. It can arise from various factors, such as recessions, inflation, or changes in government policies. When consumers are uncertain about their financial futures, they may be more cautious about spending money and prioritize essentials over luxury items.

Social uncertainty, on the other hand, can arise from changes in social norms or cultural values. For example, the #MeToo movement sparked a reckoning in many industries as consumers became more aware of issues related to sexual harassment and assault. This led to increased uncertainty about what behavior is considered acceptable in the workplace and beyond, which may have affected consumer preferences and buying decisions.

Personal uncertainty can stem from various sources, such as health concerns, relationship issues, or significant life transitions. When consumers are experiencing personal uncertainty, they may be more likely to prioritize products or services that offer a sense of stability or comfort, such as self-care products or experiences that provide a sense of escapism.

The Effects of Uncertainty

For one thing, uncertainty tends to make consumers more cautious about spending money. Consumers may be more likely to save their money for a rainy day when the future feels unpredictable rather than splurge on non-essential items. This can be especially true during times of economic uncertainty, such as recessions or market crashes, when consumers may be worried about losing their jobs or experiencing a decline in their financial well-being.

Uncertainty can also lead consumers to seek out products or services that offer a sense of stability or security. For example, during social or political uncertainty, consumers may be more likely to support brands or businesses that align with their values or offer a sense of community or belonging. Similarly, during times of personal uncertainty, consumers may be drawn to products or services that provide a sense of comfort or escape, such as luxury goods or experiences.

The effects of uncertainty on consumer behavior can be complex and multifaceted. Still, uncertainty can significantly impact consumers’ willingness to take risks and make purchases. It’s essential for brands to be aware of these effects and to adapt their strategies accordingly. By understanding how uncertainty affects consumer behavior, we can better tailor our messaging, products, and services to meet the needs of our customers, even in the most uncertain of times.

Consumer Response to Uncertainty

Consumers may respond in various ways when faced with uncertainty, depending on their personal circumstances and individual preferences. However, some common patterns tend to emerge when consumers feel uncertain about the future.

One of the most notable responses to uncertainty is a tendency to seek more information before purchasing. When consumers feel uncertain about the quality, safety, or value of a product, they may be more likely to do their research and read reviews before making a decision. This can be especially true during times of uncertainty, when consumers may be more risk-averse and less willing to take chances on products they need to learn more about.

Another common response to uncertainty is a preference for familiar brands or products. Consumers may be more likely to stick with brands or products they know and trust when the future feels unpredictable rather than experimenting with new or unfamiliar options. This can be especially true during times of economic uncertainty, when consumers may be looking for ways to save money and reduce risk.

Additionally, during times of uncertainty, consumers may be more likely to prioritize practical needs over aesthetic or luxury desires. For example, during a recession, consumers may be more likely to purchase essential items like food and clothing rather than splurge on expensive vacations or high-end fashion items.

Implications for Marketers

As we’ve seen, uncertainty can significantly impact consumer behavior, affecting everything from purchasing decisions to brand loyalty. For marketers, it’s important to be aware of how uncertainty affects their target audience and to adapt their strategies accordingly.

One key implication for marketers is the need to reassure consumers during times of uncertainty. This can involve emphasizing the quality, safety, and reliability of products and services and addressing any concerns or questions consumers may have. By providing clear and transparent messaging, marketers can help build trust and loyalty among consumers, even during times of unpredictability.

Another critical consideration for marketers is pricing strategy. During times of uncertainty, consumers may be more price-sensitive and risk-averse, making it challenging to attract and retain customers. To address this, marketers may need to adjust their pricing strategies to reflect changing consumer behavior, such as offering discounts or promotions to incentivize purchases.

Additionally, marketers must be more flexible and adaptable in their approach, as consumer behavior can shift quickly in response to changing circumstances. This may involve experimenting with new marketing channels or tactics or being open to adjusting messaging or product offerings as needed.

Lessons from Past Uncertain Times

The 2008 Financial Crisis

During the financial crisis of 2008, many consumers became more cautious about spending money, particularly on luxury goods and services. As a result, brands that relied heavily on discretionary spending, such as high-end fashion labels and luxury hotels, saw a significant decline in sales. At the same time, consumers became more interested in value-driven products and services, such as budget airlines and discount retailers.

Many luxury fashion brands responded by offering affordable options like diffusion lines and collaborations with fast fashion retailers. For example, designer Versace partnered with H&M, a popular fast fashion brand, to reach a wider audience and appeal to price-sensitive consumers. Similarly, many luxury hotels responded by offering promotions and deals to attract customers looking to save money.

The COVID-19 Pandemic

The COVID-19 pandemic has significantly impacted consumer behavior, as many people have experienced economic, social, and personal uncertainty. During the pandemic, consumers have been more cautious about in-person shopping and have increasingly turned to online retailers for their purchases. Additionally, consumers have become more interested in health and wellness products, home improvement, and DIY products as they spend more time at home.

For example, beauty brand Sephora launched a virtual makeup try-on tool, allowing customers to test out products from the comfort of their own homes. Additionally, many brands pivoted their messaging to emphasize safety and hygiene, such as restaurant chains highlighting their contactless delivery options or airlines emphasizing their cleaning procedures.

The #MeToo Movement

The #MeToo movement has profoundly impacted consumer behavior, particularly in the fashion industry. Brands perceived as promoting unrealistic beauty standards or perpetuating gender stereotypes saw a decline in sales, while brands that embraced inclusivity and diversity saw increased demand.

For example, lingerie brand Aerie launched a campaign featuring unretouched photos of models with a range of body types to promote body positivity and self-confidence.

The Role of Market Research

Market research is a crucial tool for understanding consumer behavior, particularly during times of uncertainty. By gathering data and insights on how consumers respond to changing circumstances, market researchers can help marketers develop effective strategies that meet the needs of their target audience.

One of the main benefits of market research during times of uncertainty is the ability to identify changing consumer needs and concerns. For example, during the COVID-19 pandemic, market research has helped brands understand how consumers adjust to working from home, their concerns about public health and safety, and what products and services they are most interested in. By gathering this data, marketers can develop messaging and products that resonate with consumers’ changing needs and priorities.

Another role of market research during times of uncertainty is to identify changes in consumer behavior. Brands that use market research can identify trends and patterns that may indicate more significant shifts in consumer behavior by analyzing purchasing patterns, brand loyalty, and other key metrics. This can help marketers anticipate changes in the marketplace and adjust their strategies accordingly.

Finally, market research can help marketers develop messaging and branding that resonates with consumers’ emotions and values. During times of uncertainty, consumers may be more sensitive to trust, safety, and social responsibility issues. Market research can help identify the most effective ways to communicate these values to consumers.

Overall, market research is a crucial tool for navigating the complex and unpredictable world of consumer behavior during times of uncertainty. By gathering data and insights on consumer needs, behavior, and values, marketers can develop effective strategies that meet the changing needs of their target audience and build long-term success.

Key Takeaways

Uncertainty is a fact of life that can significantly impact consumer behavior. From economic downturns to social movements to global pandemics, uncertainty can make consumers more cautious, risk-averse, and focused on practical needs. However, by understanding how uncertainty affects consumer behavior, marketers can develop effective strategies that meet the changing needs of their target audience and build long-term success.

Key takeaways include the importance of reassurance, adaptability, and flexibility in uncertain times. Marketers must be attuned to their target audience’s changing needs and concerns and be willing to adjust their strategies accordingly. Additionally, market research is crucial for understanding how consumers respond to uncertainty and can provide valuable insights into changing behavior and priorities.

Moving forward, brands should prioritize building trust and loyalty among their target audience, emphasizing practical needs and value-driven products and services, and remaining flexible and adaptable in the face of changing circumstances. By doing so, marketers can weather even the most uncertain times and emerge stronger and more resilient.

So, let’s approach uncertainty with optimism and confidence. By embracing change, staying attuned to consumer needs, and remaining flexible and adaptable, we can build a more resilient and successful future for ourselves and our brands.

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Did you know that, on average, shoppers spend just two seconds deciding whether to pick up a product or not? In that short amount of time, packaging has to grab their attention, communicate key information, and entice them to purchase. As a marketer, understanding the psychology behind the packaging is essential for capturing those fleeting moments and making the most of your opportunity on the shelf. In this blog, we’ll explore the fascinating research into shopping behaviour and eye-tracking studies and show you how to design packaging that influences consumers’ decisions. So, if you want to know the secrets to gain consumers’ attention from a shelf, keep reading!

The Science of Shopping Behavior

To create effective packaging, it’s essential to understand how shoppers behave in a store. Numerous studies into shopping behaviour offer key insights into how to design packaging that resonates with your target audience.

One important insight is that shoppers tend to make decisions based on emotion rather than logic. Packaging that conveys a sense of excitement, pleasure, or indulgence is more likely to attract their attention than packaging that simply lists the product’s features.

Another crucial insight is that shoppers look at a product’s upper left corner first. This area should contain the most vital information, such as the product’s name or a key benefit.

It is important to note that this insight is based on eye-tracking studies conducted primarily in Western societies, such as the United States and Europe. Shoppers in other countries may have different eye-tracking patterns or prioritise different areas of a product’s packaging.

Finally, shoppers prefer products that are easy to understand and use. Clear and concise communication on packaging regarding the product and its usage will help the product stand out on the shelf.

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The Power of Eye-Tracking Studies

While studies into shopping behaviour can provide valuable insights, they can also be limited by the self-reported nature of the data. Researchers have turned to eye-tracking studies to get a more accurate picture of how shoppers behave in-store.

Eye-tracking technology allows researchers to see where shoppers are looking and for how long. This provides a more objective way of measuring shopper behaviour and can reveal insights that might not be captured through self-reported data.

One key finding from eye-tracking studies is that shoppers focus on the front of the package first, then move on to the sides and back. That means that the front of your package needs to be eye-catching and convey essential information clearly and concisely.

Another important insight from eye-tracking studies is that shoppers tend to look at products at eye level more than those that are higher or lower. If your product is on a lower or higher shelf, you may need to use packaging design elements that stand out even more to attract attention.

Eye-tracking studies can also reveal how shoppers scan a package for information. For example, they tend to look at the product name, the image or graphic, and then any claims or benefits listed on the front of the package.

By using the insights from eye-tracking studies, you can design packaging that is even more effective at attracting attention and communicating key information to your target audience.

Designing Packaging to Stand Out

Now that we better understand how shoppers behave in-store and the insights gained from eye-tracking studies, let’s explore some specific design elements that can help your packaging stand out on the shelf.

Colour

Colour is one of the most powerful design elements for attracting attention. Using bold and bright colours can help your product stand out. Consider using colours not commonly seen in your product category to make your product even more distinctive.

However, colour can be perceived differently in different countries, and marketers need to be aware of these differences when designing packaging for a global audience. For example, in Western cultures, black is often associated with luxury and sophistication, while in some Eastern cultures, it is associated with mourning and sadness. Similarly, the colour red is often associated with love and passion in Western cultures, while in some Asian cultures, it is associated with luck and prosperity.

It’s also important to consider the context in which the product will be sold, as colours can have different meanings in different contexts. For example, green may be associated with nature and health in some contexts, but it may relate to money and finance in others. By carefully considering the cultural and contextual implications of colour, marketers can create packaging that effectively communicates the product’s value and resonates with the target audience.

Typography

Typography refers to the style, size, and arrangement of text on your packaging. Using clear and easy-to-read fonts can help shoppers quickly understand what your product is and what it offers. It is also important to note there can be differences in buyer behaviour and preferences regarding typography in different cultures.

For example, in many Asian cultures, calligraphy and other forms of intricate handwriting are highly valued, and this may influence the types of typography that are preferred by consumers. Similarly, different scripts and writing systems may have different connotations and associations in different cultures, impacting buyer behaviour.

It’s worth noting that typography can also significantly impact accessibility and readability for people with visual impairments or other disabilities. Designing clear and easy-to-read typography can help ensure your product is accessible to the broadest possible audience, regardless of cultural or linguistic background.

Imagery

Compelling imagery can help your product stand out and connect with shoppers emotionally. Consider using high-quality photos or illustrations that convey the benefit or feeling your product provides.

Packaging Shape

The shape of your packaging can also help it stand out on the shelf. Consider using unique shapes or structures different from the typical packaging in your product category.

Branding

Finally, branding can also play a crucial role in attracting attention and building loyalty. Ensure your packaging design is consistent with your brand identity and conveys your brand values.

Real-World Examples of Successful Packaging Design

One of the best ways to learn about effective packaging design is to look at real-world examples. Here are a few successful packaging designs that have used the principles we’ve discussed:

Burt’s Bees: Burt’s Bees packaging stands out on the shelf with its natural, earthy colours and simple, elegant typography. Using natural images and illustrations of bees and flowers helps to communicate the brand’s commitment to using natural ingredients.
Oatly: Oatly’s packaging for their dairy-free milk products stands out on the shelf with its bold use of typography and graphics. The packaging features a simple black and white design with clever and irreverent messaging, such as “It’s like milk, but made for humans.”
Chobani: Chobani’s yoghurt packaging features a distinctive, curved shape that differentiates it from other yoghurt brands. The packaging also features bold, colourful graphics and typography that help it stand out on the shelf.
Method: Method’s cleaning product packaging features bright, cheerful colours and playful illustrations that help it stand out from the typically bland and boring cleaning products. The packaging also features witty product names that add to the brand’s playful personality.
Nivea: Nivea’s skincare packaging features a simple, classic design that has become synonymous with the brand. The packaging features a clean, white background with the brand’s iconic blue logo, which helps it stand out on the shelf and communicate its commitment to quality skincare products.

A Case Study on Packaging that Missed its Mark

While the above are great examples of packaging that resonate well with buyers, marketers can also learn from many packaging failures.

Case Study: Bic For Her

In 2012, Bic introduced a line of pens called “Bic For Her,” marketed as pens designed specifically for women. The pens featured pastel colours and a thinner barrel size and were priced higher than regular pens. The packaging also included a tagline “Designed to fit comfortably in a woman’s hand.”

The product was met with widespread criticism and mockery on social media, with many people questioning why women would need pens explicitly designed for them. Some critics also pointed out that the pens were more expensive than regular pens, despite offering no significant additional features or benefits.

There are several steps that Bic could have taken to avoid the Bic For Her disaster. Here are a few possible strategies:

Conduct Research: Before launching a new product, it’s essential to conduct thorough market research to understand the needs and preferences of your target audience. In the case of Bic For Her, Bic could have conducted surveys or focus groups to better understand whether there was a demand for pens designed specifically for women.
Avoid Stereotypes: The marketing of Bic For Her relied heavily on gender stereotypes, such as the idea that women have delicate hands that require special pens. To avoid this, Bic could have focused on creating marketing messages that were more inclusive and resonated with a diverse range of consumers.
Price the Product Appropriately: One of the criticisms of Bic For Her was that the pens were priced higher than regular pens, despite offering no significant additional features or benefits. To avoid this, Bic could have priced the product more competitively or provided clear and compelling reasons why the pens were worth the higher price.
Test the Product: Before launching a new product, testing it with a smaller audience is vital to see how it is received. In the case of Bic For Her, Bic could have tested the pens with a smaller group of consumers to see whether the product resonated with them before launching it on a larger scale.
Learn from Feedback: When the negative feedback about Bic For Her started to emerge, Bic could have responded more quickly and effectively to address the concerns.

By taking these steps, Bic could have avoided the Bic For Her disaster and created a product that resonated with consumers and drove sales. The key is to understand your target audience, create marketing messages that are inclusive and relevant, and be responsive to feedback and criticism when it arises.

While Bic For Her was widely criticised, the brand was able to learn from its mistakes and move forward. In subsequent marketing campaigns, Bic focused on creating messages that resonated with all consumers, regardless of gender. By acknowledging their missteps and making changes based on feedback, Bic was able to salvage its brand reputation and avoid making similar mistakes in the future.

Putting It All Together

Now that we’ve explored the psychology of shopping behaviour, the power of eye-tracking studies, and specific design elements that make packaging stand out, let’s bring it all together.

A deep understanding of your target audience is essential to create effective packaging. What are their values, preferences, and pain points? How can your packaging address those needs and stand out from the competition?

Once you clearly understand your audience, you can incorporate the design elements we’ve discussed. Consider using bold, bright colours, clear and easy-to-read typography, compelling imagery, unique packaging shapes, and consistent branding.

It’s also important to communicate key information clearly and concisely. What is your product? What are the key benefits or features? Why should consumers choose your product over the competition?

Finally, don’t be afraid to be creative and have fun with your packaging design. Consumers are drawn to brands that have personalities and stand out from the crowd. By incorporating unique design elements and messaging that reflect your brand’s personality and values, you can create packaging that resonates with your target audience and leads to increased sales.

Testing Your Packaging Design

After you’ve invested time and resources into creating effective packaging, testing your design to ensure it resonates with your target audience is important. Here are a few methods for testing your packaging design:

Surveys: One of the simplest ways to test your packaging design is to survey your target audience. You can show them different packaging designs and ask for feedback on their preferred design and why. This can provide valuable insights into what design elements are most appealing to your audience.
Focus groups: Conducting a focus group is another effective method for testing your packaging design. This involves bringing together a group of individuals from your target audience and showing them your packaging design. You can then ask for their feedback on what they like and don’t like about the design and what changes they would suggest.
A/B testing: A/B testing involves creating two different versions of your packaging design and testing them against each other to see which performs better. This can be done through online surveys or by conducting in-store tests.
Eye-tracking studies: Eye-tracking studies can provide valuable insights into how shoppers interact with your packaging design. Eye-tracking technology lets you see which design elements attract the most attention and how shoppers scan the package for information.

Testing your packaging design ensures that it resonates with your target audience and leads to increased sales. This investment in testing can ultimately save you time and money in the long run by ensuring that your packaging design is effective before it goes to market.

Adapting Your Packaging Design Over Time

Even the most effective packaging designs may need to be adapted over time to stay relevant and resonant with your target audience. Here are a few reasons why you may need to adapt your packaging design:

Changes in consumer preferences: Consumer preferences and values can change over time, which may require you to adapt your packaging design to stay relevant. For example, if consumers become more concerned about sustainability, you may need to incorporate eco-friendly packaging materials into your design.
Changes in the competitive landscape: Your competitors may change their packaging designs, requiring you to adapt your design to stand out from the crowd. Keeping an eye on your competitors and their packaging designs can help you stay ahead of the curve.
New product features or benefits: If your product evolves and offers new features or benefits, you may need to update your packaging design to communicate those changes effectively.
New marketing strategies: If you change your marketing strategy, you may need to adapt your packaging design to align with those changes. For example, if you shift your focus to a new target audience, you may need to adapt your packaging design to appeal to that audience.

Packaging design captures consumers’ attention, communicates key information, and drives sales. By understanding the psychology of shopping behaviour, utilising eye-tracking studies, and incorporating key design elements, you can create packaging that stands out on the shelf and resonates with your target audience.

Starting with a deep understanding of your target audience, you can incorporate design elements such as bold colours, easy-to-read typography, compelling imagery, unique packaging shapes, and consistent branding to create effective packaging. Communication of key information clearly and concisely is important, as is creativity and personality in your design to stand out from the competition.

Testing your packaging design using surveys, focus groups, A/B testing, and eye-tracking studies is essential to ensure it resonates with your target audience. Regular evaluation and adaptation of your packaging design can help you stay relevant and effective over time.

By investing in effective packaging design, you can set your product apart from the competition and increase your chances of success in the competitive world of retail. So, take the time to invest in your packaging research and design, and watch as your sales soar.

Kadence International has expertise with the world’s leading brands in package testing. Get in touch or submit a research brief.

As a marketer, you’re constantly juggling multiple priorities. You need to develop compelling campaigns that resonate with your target audience, stay ahead of the competition, and demonstrate the value of your products or services. With so much to do, it can be tempting to skip the research phase and jump straight into execution mode. However, this can be a costly mistake. Your marketing efforts will likely fall flat without a solid understanding of your customer’s needs, preferences, and pain points.s

That’s where market research comes in. By conducting research, you can gather valuable insights into your target audience and use these insights to inform your marketing strategy. However, knowing when to conduct research and how to do it right can be challenging.

In this article, we’ll explore some telltale signs that indicate it’s time to conduct research and provide practical tips on how to conduct research effectively. Whether you’re a seasoned marketer or just starting out, this article will help you navigate the marketer’s dilemma and make informed decisions that drive growth.

Signs that It’s Time to Conduct Research

Several telltale signs indicate it’s time to conduct research. If you’re experiencing any of the following issues, it may be time to consider conducting research:

Declining Sales: If you’ve noticed a decline in sales, it could be a sign that your marketing strategy is no longer effective. Conducting research can help you identify the root cause of the decline and develop a plan to turn things around.
Customer Complaints: Are you receiving a lot of complaints from customers? This could indicate that your products or services aren’t meeting their needs. Research can help you understand what’s causing the complaints and how to address them.
Lack of Customer Engagement: If your customers aren’t engaging with your brand or products, it may be time to conduct research to understand why. This can help you develop more effective marketing campaigns that resonate with your target audience.
New Competitors: If new competitors have entered the market and are gaining market share, it’s important to conduct research to understand what they’re doing differently and how you can stay ahead.

Changing Market Conditions: Markets constantly evolve; what worked yesterday may not work today. Conducting research can help you stay up-to-date on changing market conditions and adjust your strategy accordingly.

Steps to Take Before Conducting Research

Before conducting any research, you must take some preparatory steps to ensure you’re clear on what you want to achieve. Here are some steps to consider:

Define the Problem: The first step is to define the problem you’re trying to solve. What questions do you need answers to? What insights are you hoping to gain? It’s essential to be clear on the problem before embarking on any research.
Set Research Objectives: Once you’ve defined the problem, you must set research objectives to help you achieve your goal. These objectives should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, if you’re trying to understand why sales have declined, your research objective might be to identify the key factors contributing to the decline.
Identify the Target Audience: Next, you must identify your research’s target audience. Who are you trying to reach? What characteristics do they have? It’s essential to define your target audience so that you can design research that will yield meaningful insights.
Choose the Right Research Methodology: There are many different research methodologies available, such as surveys, focus groups, interviews, and observational research. Each method has pros and cons; the right choice will depend on your research objectives and target audience. Choosing the right methodology ensures you get the insights you need.
Develop the Research Instrument: Once you’ve chosen your methodology, you need to develop the research instrument – the tool you’ll use to collect data. This might be a survey questionnaire, a discussion guide for a focus group, or an interview protocol. It’s important to design the research instrument carefully to ensure you collect high-quality data.

Crafting the Right Research Question

Once you’ve defined the problem, set research objectives, identified the target audience, and chosen the right research methodology, the next step is to craft the right research question. The research question should be clear, concise, and focused on the problem you’re trying to solve. In addition, you can develop supplemental questions to provide more context and depth around the issue. Here are some tips for crafting the right research question and creating additional questions:

Start with a Broad Question: Begin by crafting a broad research question that captures the main issue you’re trying to address. For example, if you’re trying to understand why sales have declined, your general research question might be, “What factors are contributing to the decline in sales?”
Narrow the Question: Once you have a broad research question, you need to narrow it down to something more specific. This will help you focus your research and ensure you’re collecting the correct data. For example, you might narrow your research question to “What are the key drivers of customer churn?”
Make the Question Measurable: It’s important to make your research question measurable so that you can collect data that will help you answer it. For example, you might ask, “What percentage of customers who churn cite price as a factor?”
Ensure the Question is Relevant: The research question should be relevant to the problem you’re trying to solve and the research objectives you’ve set. Ensure that the question will yield insights to help you make informed decisions.
Keep the Question Simple: Keep the research question simple and easy to understand. This will help ensure that participants can answer it accurately and that you can analyse the data effectively. Let’s say you’re conducting research to understand why customers are not using a new feature on your product. Instead of asking a complex question like, “How do you feel about the usability of the new feature compared to previous versions of the product?” which may confuse participants, consider asking a simple and direct question like “Are you currently using the new feature?” This question is easy to understand and can be answered with a simple “yes” or “no,” making it easier for participants to answer accurately and for you to analyse the data effectively.
Develop Supplemental Questions: Once you have the key question, develop supplemental questions that provide more context and depth around the issue. These questions should help you understand the nuances of the problem and provide a more comprehensive view of the issue. For example, suppose you’re trying to understand why sales have declined. In that case, you might develop supplemental questions such as “How has customer sentiment changed over time?” or “What are customers saying about our competitors?”

Conducting the Research

Once you’ve defined the problem, set research objectives, identified the target audience, chosen the right research methodology, and crafted the right research questions, it’s time to conduct the research. Here are some tips for conducting the research effectively:

Recruit Participants: Depending on your research methodology, you’ll need to recruit participants who fit your target audience. This might involve contacting customers via email, social media, or in-person events. Make sure to screen participants carefully to ensure they meet your established criteria.
Structure the Research: Once you’ve recruited participants, you must structure the research to yield meaningful insights. For example, if you’re conducting a focus group, you might structure the discussion around key topics or questions. If you’re conducting a survey, you must design the questionnaire carefully to ensure you’re collecting the data you need.
Collect Data: The next step is to collect the data. This might involve recording the discussion in a focus group, administering a survey online or in-person, or conducting interviews. Make sure to collect the data in a way that is consistent with the research methodology you’ve chosen.
Analyse the Data: Once you’ve collected the data, you must identify patterns and insights. This might involve coding the data, running statistical analyses, or using qualitative analysis techniques. Analyse the data rigorously to ensure the insights are accurate and meaningful.
Draw Conclusions: Finally, use the insights you’ve gained from the research to draw conclusions and inform your marketing strategy. What did you learn from the study? How can you use these insights to address the problem you identified at the beginning of the research process?

Interpreting the Results

Once you’ve researched and analysed the data, it’s time to interpret the results and use them to inform your marketing strategy. Here are some tips for interpreting the results effectively:

Look for Patterns: As you review the data, look for emerging patterns and trends. Are there any common themes or issues that participants identified? What insights can you gain from the data?
Compare Results: If you conducted multiple research methods, compare the results to determine any consistencies or discrepancies. This can help you triangulate the data and ensure accurate insights.
Consider the Context: When interpreting the results, it’s essential to consider the context in which the research was conducted. What external factors might be impacting the results? How do the results align with what you know about the market and your target audience?
Draw Meaningful Conclusions: Based on the insights you’ve gained from the research, draw meaningful conclusions that will inform your marketing strategy. What changes do you need to make to your strategy? What opportunities can you pursue based on the insights?
Communicate the Results: Finally, communicate the research results to your organisation’s stakeholders. This might include senior leadership, sales teams, or product development teams. Communicate the results clearly and effectively, and emphasise how they can be used to drive business growth.

Key Takeaways

The marketer’s dilemma of knowing when to conduct research and how to do it right is a challenge many marketers and product marketing managers face

However, by following best practices and taking a structured research approach, you can gather valuable insights into your target audience and use these insights to inform your marketing strategy.

Defining the problem is the first step in conducting research, followed by setting research objectives, identifying the target audience, choosing the correct methodology, and crafting the right research question.
Signs that indicate it’s time to conduct research include declining sales, customer complaints, lack of customer engagement, new competitors, and changing market conditions.
Conducting research involves recruiting participants, structuring the research, collecting data, analyzing the data, and drawing conclusions.
Interpreting the results involves looking for patterns, comparing results, considering the context, drawing meaningful conclusions, and communicating the results to stakeholders.
By taking a strategic approach to research and using the insights gained to inform your marketing strategy, you can develop compelling campaigns, stay ahead of the competition, and drive business growth.

No matter your experience level, prioritising research and using it to inform your marketing strategy is crucial for driving business growth. Following the steps outlined in this article, you can conduct research that yields valuable insights and helps you make informed decisions.

If you’re ready to take the next step and conduct a research project, consider working with a trusted partner like Kadence International. With 30 years of expertise and offices in 10 countries, Kadence is a leading and award-winning market research firm that can help you conduct research that delivers actionable insights. Contact us to learn more and get started on your next research project.

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