As the world becomes more conscious of the impact of climate change and the need for sustainability, the travel industry has begun to feel pressure to adopt more eco-friendly and sustainable practices.

Eco-friendly and sustainable travel is becoming more important to travelers who want to ensure their trips are not damaging the environment. In this blog post, we will discuss how travel brands can become more sustainable and what they can do to reduce their carbon footprint.

The Importance of Eco-Friendly and Sustainable Travel

Eco-friendly and sustainable travel is important because it helps reduce tourism’s negative impact on the environment. The travel industry significantly contributes to carbon emissions, contributing to climate change. Sustainable travel practices can reduce the carbon footprint of travel, protect natural habitats and wildlife, and support local communities.

Appealing to the Eco-Conscious Traveler

Eco-conscious travelers are increasingly looking for travel brands that have sustainable practices. Travel brands can appeal to these travelers by promoting eco-friendly practices and offering sustainable travel options. For example, hotels can provide guests with reusable water bottles, use energy-efficient lighting, and reduce waste through recycling and composting.

The Price of sustainable travel.

According to recent survey results, sustainability in travel comes at a cost that not all consumers are willing to pay. 

Booking.com’s recent research suggests that travelers struggle to balance their desire to save money with their inclination to make more sustainable choices. The study gathered insights from over 33,000 travelers across 35 countries and territories. It found that 40% of respondents anticipate environmental deterioration in the next six months, while 63% expect a worsening of the cost-of-living crisis. This creates a dilemma for travelers as they try to balance their priorities with the demands of daily life. They’re unsure what to prioritize as they work to reconcile what’s important to them with practical constraints.

In addition to cost, another survey found that nearly 70% of consumers were willing to forego convenience to become more sustainable travelers.

Travelers are now more than ever concerned about their impact on the environment and the communities they visit. Consequently, they seek reliable information and authentic commitments to inform their decisions. 

Our latest report on trends in global travel provides insight into how sustainable travel can capture demand from mindful travelers, highlighting how travel brands can highlight sustainability initiatives to encourage awareness.

Reducing Carbon Footprint.

Aviation brands, cruiseliners, hotels, and tour services can reduce their carbon footprint by adopting sustainable practices. Airlines can invest in fuel-efficient planes, use biofuels, and implement carbon offset programs.

Cruiseliners can use renewable energy sources, install energy-efficient lighting, and reduce waste through recycling and composting. Hotels can install solar panels, use energy-efficient lighting, and reduce waste through recycling and composting.

Tour services can use eco-friendly transportation, such as bikes or electric cars, and promote sustainable tourism practices.

There are many opportunities for travel brands that embrace sustainability. 

  • Meeting consumer demand.
    Travel brands that become more sustainable and eco-friendly can tap into the growing demand from consumers who want to reduce their environmental impact when traveling.
  • Differentiation.
    By embracing sustainability and eco-friendliness, travel brands can differentiate themselves from competitors and build a unique brand identity that appeals to eco-conscious travelers.
  • Cost savings.
    Sustainable practices can result in cost savings for travel brands in the long run, such as by reducing energy and water usage and minimizing waste.
  • Positive impact.
    Travel brands embracing sustainability can positively impact the environment, local communities, and cultures they visit, enhancing their reputation and brand image.

There are also barriers and obstacles on the path to becoming a sustainable travel brand. 

  • Increased costs.
    Becoming more sustainable and eco-friendly often involves significant upfront investments in technology, infrastructure, and employee training, which may increase costs for travel brands.
  • Consumer skepticism and greenwashing.
    Some consumers may doubt the authenticity of travel brands’ sustainability claims, leading to skepticism or even mistrust.
  • Limited availability of sustainable options.
    In some destinations, sustainable options may be limited, making it challenging for travel brands to provide eco-friendly products and services.
  • Regulatory compliance.
    Travel brands may face additional regulatory requirements for sustainability and eco-friendliness, which can increase costs and administrative burdens.

Travel Brands profit by incorporating sustainability in their corporate strategy.

The pandemic has prompted some governments and companies to tout sustainability as part of their corporate strategy — or at least their future modus operandi.

Leading global travel brands have reduced their carbon footprint and promoted sustainable travel practices. 

We already know driving sustainability awareness is good for brands. Expedia Group Media Solutions’ Q1 2022 Travel Trend Report revealed that, by the end of March, the 4,300 hotels that had signed the UNESCO Sustainable Travel Pledge experienced a week-over-week booking increase of almost 25%. 

This compared favorably to a 15% increase for non-pledged hotels in 2022. Furthermore, the pledged hotels had higher average daily rates and longer lengths of stay than the global average across Expedia Group points of sale.

In the US, Delta Air Lines has committed to reducing its carbon footprint by 50% by 2050. 

Intrepid Travel has pledged to become climate positive in the UK by 2025. 

“Rather than overshadow the issue, the Covid-19 pandemic has roughly doubled the rate at which businesses and local governments commit to reaching net zero.”
Nora Lovell-Marchant, Vice President of Global Sustainability at American Express Global Business Travel.

In Singapore, Banyan Tree Hotels and Resorts has implemented sustainability practices in its properties. In Japan, ANA Holdings has invested in biofuels and electric planes. 

In China, Ctrip has launched an eco-friendly hotel program. In Thailand, The Siam Hotel has implemented sustainable practices, such as using recycled materials in its construction. 

In India, Lemon Tree Hotels has installed solar panels and implemented sustainable practices in its hotels.

Types of Sustainable and Eco-Friendly Travel.

Sustainable and eco-friendly travel can take many forms, including eco-travel, environmental, volunteer, and responsible tourism. Eco travel involves visiting natural areas while minimizing the impact on the environment. Environmental travel focuses on the conservation and protection of natural habitats and wildlife. Volunteer travel involves working on conservation or community projects. Responsible tourism involves traveling in a way that minimizes negative impacts on the environment and benefits local communities.

Business travel is a high-priority area in most organizations. 

Sustainable practices are not only limited to leisure travel but also to business travel. Business travel significantly contributes to many organizations’ carbon footprint, and companies must adopt sustainable practices to reduce their environmental impact. As consumers become more eco-conscious, they expect organizations to prioritize sustainability in their operations, including business travel.

Importance of Sustainability in Business Travel.

Sustainability in business travel is essential for several reasons. Reducing the carbon footprint of business travel can help organizations achieve their sustainability goals and reduce their environmental impact. Sustainable business travel practices can also help companies save costs by reducing the number of trips, choosing sustainable airlines, hotels, and rentals, and using eco-friendly transportation options. Sustainable business travel practices can enhance organizations’ brand reputation, increasing loyalty from eco-conscious customers and employees.

Leading Companies and Sustainable Business Travel.

Leading companies have recognized the importance of sustainable business travel and have taken steps to reduce their carbon footprint. For example, Microsoft has pledged to become carbon negative by 2030 and has introduced a range of initiatives to reduce the carbon footprint of its business travel. These include encouraging virtual meetings, offsetting carbon emissions from flights, and using public transportation or electric cars for local travel.

In the travel industry, Hilton has introduced a range of sustainability initiatives in its hotels to reduce its environmental impact. These include reducing waste, conserving water, and using renewable energy sources. The company has also introduced a sustainability measurement tool that helps hotels to track and improve their sustainability performance.

In terms of transportation, Delta Air Lines has committed to becoming carbon neutral by 2030 and has introduced a range of measures to reduce its carbon footprint. These include investing in fuel-efficient planes, using biofuels, and introducing carbon offset programs for its customers.

Google’s eco-friendly search tool helps travelers cut through the industry greenwashing.

Google has been continuously introducing new features to help consumers choose sustainable options when using its services like Google Maps, Google Flights, and hotel search. In September 2022, the company announced the expansion of these efforts by introducing several new features enabling travelers to filter their searches and make sustainable choices when booking flights, hotels, and trains.

These new allow consumers to view eco-related information about their travel choices, such as estimated carbon emissions on flights and whether hotels have an ecolabel from a trusted third-party group.

Now, web searchers can filter their flight and hotel searches to remove non-sustainable options and book trains more easily through Google’s services.

To cater to eco-conscious air travelers, Google Flights adds a “Low Emissions” filter, allowing users to view flights with lower emissions than similar trips. When searching for hotels on Google.com/travel, users can click on a new “eco-certified” filter to browse a list containing only eco-certified properties.

What Companies Can Do to Ensure Sustainable Business Travel?

To ensure sustainable business travel, companies can take several steps, including:

  • Encouraging virtual meetings: Virtual meetings can reduce the need for business travel, thereby reducing organizations’ carbon footprint.
  • Choosing sustainable airlines, hotels, and rentals: Companies can choose airlines, hotels, and rentals with sustainable practices, such as using renewable energy sources, reducing waste, and conserving water.
  • Using eco-friendly transportation options: Companies can use eco-friendly transportation options, such as public transportation or electric cars, for local travel.
  • Reducing the number of trips: Companies can reduce the number of trips by encouraging employees to combine business and leisure trips or using video conferencing for internal meetings.
  • Offsetting carbon emissions: Companies can offset carbon emissions from business travel by investing in carbon offset programs, which fund renewable energy projects and help to reduce carbon emissions.

Sustainable business travel is becoming increasingly important for organizations that want to reduce their environmental impact and meet the expectations of eco-conscious customers and employees. Leading companies have already reduced their carbon footprint and promoted sustainable business travel practices. Organizations can ensure sustainable business travel by encouraging virtual meetings, choosing sustainable airlines, hotels, and rentals, using eco-friendly transportation options, reducing the number of trips, and offsetting carbon emissions. 

Organizations can achieve sustainability goals by prioritizing sustainability in business travel, saving costs, and enhancing their brand reputation.

The Future of Sustainable Travel.

The future of sustainable travel looks promising as more travel brands adopt sustainable practices and more travelers demand eco-friendly options. The use of renewable energy sources, such as solar and wind power, is expected to increase in the travel industry. Electric planes, trains, and cars will also become more prevalent. Travelers will continue seeking sustainable and eco-friendly travel options, and travel brands must adapt to meet this demand.

Eco-friendly and sustainable travel is becoming increasingly important to travelers who want to ensure their trips are not damaging the environment. By adopting sustainable practices, travel brands can reduce their carbon footprint and appeal to eco-conscious travelers. Leading global travel brands have already taken steps to reduce their impact on the environment, and the future of sustainable travel looks promising as more travel brands and travelers embrace eco-friendly practices.

Want to learn more about the latest travel and tourism trends? Download our report Navigating emerging trends in global travel and tourism, here.

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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 organizations 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 behaviors. 

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 scrutinize their loyalty programs to determine whether they truly encourage customers to spend more or merely incentivize them to make repeat purchases. And in a highly competitive marketplace, are loyalty marketing programs a viable solution for every organization 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 behavior in your favor, 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 behaviors. 

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 personalize 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 utilize 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 customize 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 utilize 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 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 travelers 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.

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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: Analyze Your Data.

Once you have collected your data, it’s time to analyze 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. 

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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 behavior, 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 personalized 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 personalized, 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 optimized for mobile users. But what does “mobile optimization” actually mean? And why is it so important for brands to prioritize 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 optimized 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 optimized 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 optimized 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 prioritizing 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 optimized for mobile users’ needs and expectations.

Mobile-first design is becoming increasingly important in the context of user experience optimization 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 optimizing your website for mobile users.

  1. Prioritize page speed: Mobile users expect fast load times, so optimizing your website for speed is essential. This can include compressing images, minifying code, and using a content delivery network (CDN) to reduce load times.
  2. 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.
  3. 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.
  4. Optimize 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.
  5. 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 prioritizing 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 optimized for your users’ needs, no matter how they access your site.

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The Technical Side of Mobile Responsiveness

While mobile-first design is a crucial element of optimizing 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 colors. 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 optimization, 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 Optimization and SEO: A Match Made in User Experience Heaven

We’ve already discussed how mobile optimization 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 optimization is a key factor in its algorithm for ranking search results.

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

But why does mobile optimization 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 optimize 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 optimization and provide recommendations for improving your mobile user experience.

By prioritizing mobile optimization 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 prioritize mobile optimization for your website.

Essential Tools and Resources for Mobile Optimization

Implementing mobile-first design and optimizing 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 optimization to help you test and improve your website’s mobile responsiveness.

  1. 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.
  2. PageSpeed Insights: Another free tool from Google, PageSpeed Insights analyzes your website’s performance on desktop and mobile devices and provides suggestions for improving page speed and user experience.
  3. 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 optimized for mobile devices.
  4. Mobile-specific plugins: If you’re using a content management system like WordPress or Drupal, several plugins are available that can help you optimize your website for mobile users, such as WPtouch and Drupal Mobile.
  5. Online tutorials and forums: A wealth of online resources are available to help you learn more about mobile optimization, from tutorials on responsive design to forums where you can connect with other developers and designers.

Mobile Optimization 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 optimized for mobile users.

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

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

  1. Streamline the checkout process: Mobile users want a quick and easy checkout process, so minimizing 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.
  2. Optimize product pages for mobile: Product pages are a key element of e-commerce websites, so it’s crucial to ensure they’re optimized for mobile users. This can include using high-quality product images, providing clear product descriptions, and including reviews and ratings.
  3. 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.
  4. Test and optimize: As with any aspect of website design, testing and optimizing 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.

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

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

Achieving mobile optimization success can be complex and challenging, requiring a deep understanding of user behavior, 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 optimize their website for mobile users. Here are a few examples:

  1. 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.
  2. Design and development: A market research agency can work with your team to design and develop a mobile-first website that prioritizes user experience and incorporates best practices for mobile optimization. This can include creating responsive designs, optimizing page speed, and implementing mobile-specific features.
  3. Analytics and optimization: A market research agency can help you measure the impact of your mobile optimization efforts by analyzing data and identifying areas for improvement. This can include A/B testing, heat mapping, and user behavior tracking to fine-tune your mobile user experience over time.
  4. Competitive analysis: A market research agency can conduct a competitive analysis to identify how other brands in your industry are approaching mobile optimization 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 optimized 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 optimization success.

Key Takeaways

Mobile optimization is an essential aspect of user experience optimization 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 prioritizing mobile-first design and following best practices for mobile optimization, 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 optimization 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 optimization 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 optimization 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 prioritizing mobile optimization, 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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The workplace is changing rapidly, and one of the most significant drivers of this change is automation. From factory floors to office cubicles, machines are taking over many tasks humans once did. While this shift has undoubtedly brought benefits in terms of efficiency and productivity, it has also raised concerns about the future of work. Will there be enough jobs for humans in an automated world? And what skills will be most valuable in this new landscape?

One thing that’s clear is that human creativity will remain essential, even as machines become increasingly sophisticated. While automation can handle routine tasks and process large amounts of data, it cannot replicate the unique perspective and problem-solving abilities of the human mind. Creativity will remain a critical asset in the workplace of the future.

In this article, we’ll explore the rise of automation and its impact on the workforce. We’ll also discuss the value of human creativity and its role in the future of work. Finally, we’ll offer some tips and strategies for companies that want to foster creativity in their workforce and stay ahead of the curve in this rapidly changing landscape.

The Rise of Automation

Automation is not a new phenomenon, but recent technological advances have made it more widespread than ever before. From self-driving cars to chatbots, machines are taking over an increasing number of tasks that were once done by humans. According to a recent report, up to 375 million workers (about 14% of the global workforce) may need to switch occupations or acquire new skills by 2030 due to automation.

Some industries are more likely to be impacted than others. For example, manufacturing has already seen significant job losses due to automation, and service industries like retail and hospitality are also at risk. Even traditionally white-collar jobs like accounting and legal services are not immune to automation, as machines become better at analyzing data and processing information.

While automation can bring benefits in increased efficiency and lower costs, it also has drawbacks. One of the main concerns is that it will lead to job losses, particularly in industries where routine tasks are being automated. There are also concerns about the impact on the quality of jobs that remain, as many of the tasks that cannot be automated are low-paying and low-skilled.

Despite these concerns, there are also reasons to be optimistic about the future of work. As automation takes over routine tasks, there will be a growing need for workers who can think creatively and develop innovative solutions to complex problems. This is where human creativity comes in.

The Value of Human Creativity

One of the main advantages of human creativity is that it allows us to do things that machines cannot. While machines are great at processing large amounts of data and following set rules, they cannot think outside the box or come up with truly novel ideas.

Creativity is also essential for innovation. To stay competitive, companies must constantly come up with new products, services, and ways of doing things. This requires the ability to think creatively and the willingness to take risks and try new things.

  • 90% of business leaders believe that the skills needed in the future will differ from those required today (source: Deloitte).

Another benefit of human creativity is that it allows us to connect with other people on an emotional level. Machines may be able to process information and provide answers, but they cannot replicate the empathy and understanding that comes from human interaction. This is particularly important in industries like healthcare and education, where human connection is essential to the work being done.

“The future of work is not about replacing humans with machines; it’s about augmenting human capabilities with technology.” – Satya Nadella, CEO of Microsoft.

In an increasingly automated world, the value of human creativity will only continue to grow. As machines take over routine tasks, workers who can think creatively and come up with innovative solutions will be more valuable than ever. This means that companies will need to invest in fostering creativity in their workforce and finding ways to tap into their employees’ unique perspectives and problem-solving abilities.

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The Future of Work

As automation continues to transform industries, the workforce is likely to change in significant ways. Some jobs will become obsolete, while new roles will emerge due to automation.

For example, there will be an increasing demand for workers who can design and program machines, as well as those who can manage and maintain them. There will also be a growing need for workers who can analyze and use data to make informed decisions. However, even in these roles, creativity will remain essential.

One area where creativity plays a critical role is problem-solving. As machines take over routine tasks, workers will be free to focus on more complex problems that require a human touch. This could include customer service, product design, and strategic planning.

  • Creativity will be one of the top three most important skills for workers in 2025 (source: World Economic Forum).

To succeed in this new landscape, workers must be adaptable and willing to learn new skills. They will also need to be comfortable with ambiguity and able to think creatively about complex problems.

For companies, this means investing in their workforce and providing opportunities for training and development. It also means creating a culture that values creativity and encourages collaboration and innovation.

The Role of Market Research

Market research can play a valuable role in helping companies stay ahead of the curve within the changing work landscape. By conducting research and gathering insights about the skills and attributes that will be most valuable in the future, companies can better prepare their workforce and position themselves for success.

Market research can be beneficial in identifying the skills and attributes that will be most in demand in the future. For example, a company might conduct research to identify the skills required for jobs that are likely to emerge due to automation. They might also gather insights about the skills that will be most valuable in industries that are likely to be less impacted by automation.

Market research can also help companies better understand the needs and preferences of their workforce. For example, a company might conduct research to gather insights about what motivates employees and what types of work environments are most conducive to creativity and innovation.

Finally, market research can help companies identify opportunities for innovation and growth. By gathering insights about changing customer needs and preferences, companies can develop new products and services that meet those needs and stay ahead of the competition.

  • Investment in retraining and reskilling could generate up to $11.5 trillion in global economic activity by 2028 (source: Oxford Economics).

To succeed in the future of work, companies must be proactive and adaptive. By leveraging the insights provided by market research, they can position themselves for success and ensure that their workforce is equipped with the skills and attributes needed to thrive in an increasingly automated world.

Fostering Creativity in the Workplace

Companies must foster creativity in their workforce to stay competitive in an increasingly automated world. Here are some tips and strategies for doing so:

  1. Encourage Collaboration: Collaboration is essential for creativity. Encourage your employees to work together and share ideas. Create opportunities for cross-functional teams to work on projects together.
  2. Provide Training and Development: Invest in your workforce by providing opportunities for training and development. This could include things like workshops, courses, and coaching.
  3. Create a Culture of Innovation: Foster a culture that values innovation and encourages employees to take risks and try new things. Celebrate successes and learn from failures.
  4. Embrace Diversity: A diverse workforce brings diverse perspectives and ideas. Embrace diversity and create a culture that values inclusivity.
  5. Provide Time and Space for Creativity: Creativity requires time and space to flourish. Provide your employees with the time and resources they need to be creative.

Industries Where Human Creativity is Critical

While healthcare and education are two industries where human connection is essential, there are many other industries where creativity plays a critical role. Here are some examples:

  1. Advertising: Advertising is all about creativity. Companies need to be able to create compelling messages and visuals that capture the attention of their target audience. This requires creative thinking and the ability to anticipate trends and stay ahead of the competition.
  2. Design: Designers create everything from product packaging to digital interfaces. To be successful in this field, designers need to be able to think creatively and come up with innovative solutions to design problems.
  3. The Arts: From visual art to music to theatre, the arts are all about human creativity. Whether it’s composing a new piece of music or creating a new painting, artists rely on their creativity to express themselves and connect with their audience.
  4. Fashion: The fashion industry is all about creativity and innovation. From designing new clothing lines to creating eye-catching window displays, fashion professionals need to be able to think outside the box and come up with new and exciting ideas.
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Preparing Students for the Jobs of the Future

With automation rapidly transforming the workforce, it’s essential to consider how education can be adapted to prepare students for future jobs. Here are some ways that education can help prepare students for the changing landscape of work:

  1. Teaching Problem-Solving Skills: Problem-solving is a critical skill in an automated world. Workers will need to be able to analyze complex problems and come up with creative solutions. Schools can teach problem-solving skills by allowing students to work on real-world problems and encouraging them to collaborate and think creatively.
  2. Fostering Critical Thinking: Critical thinking is another vital skill for the future of work. Workers must be able to analyze data and information and make informed decisions. Schools can foster critical thinking by teaching students how to evaluate information and arguments and encouraging them to think critically about the world around them.
  3. Encouraging Creativity: As discussed, human creativity will be a critical asset in an automated world. Schools can encourage creativity by providing students with opportunities to express themselves through art, music, and writing and by encouraging them to think outside the box and develop innovative solutions to problems.
  4. Teaching Digital Skills: As automation becomes more widespread, digital skills will become increasingly important. Schools can prepare students for the future of work by teaching them how to use technology effectively and adapt to new digital tools and platforms.

The Impact of Automation on Workers

While automation has many benefits in terms of increased efficiency and productivity, it also has the potential to impact workers negatively. Here are some of the potential negative impacts of automation on workers:

  1. Job Loss: The most apparent impact of automation is the potential for job loss. As machines take over routine tasks, workers in these fields may find themselves out of work. This can be particularly difficult for workers lacking the skills or resources to transition to new roles.
  2. Reduced Job Security: Even workers not directly impacted by automation may find themselves at risk of reduced job security. As companies increasingly rely on automation to cut costs and increase efficiency, workers may face layoffs or reduced hours.
  3. Lower Wages: In some cases, automation can lead to lower wages for workers. This may happen if machines can perform tasks more quickly and efficiently than humans, decreasing the value of human labor.
  4. Need for Retraining: For workers displaced by automation, retraining will be essential. However, it may be difficult for some workers to access the resources and support needed to learn new skills and transition to new roles.

As automation continues to transform the workforce, it will be necessary for companies and policymakers to consider how to mitigate the potential negative impacts on workers. This could include investing in programs to retrain displaced workers, providing job security and fair wages, and supporting workers as they adapt to the changing work landscape.

  • 30% of workers are at high risk of being displaced by automation by the mid-2030s (source: PwC).

Overall, while automation has many benefits, it’s important to remember that it also has the potential to impact workers significantly. By taking steps to mitigate these impacts, we can ensure that the benefits of automation are shared more equitably and that workers can thrive in the changing work landscape.

In the face of automation, getting caught up in concerns about job loss and economic disruption is easy. However, it’s important to remember that automation also brings benefits in terms of increased efficiency and productivity. The key is to find the right balance between automation and human creativity.

“In an increasingly automated world, creativity is the new literacy.” – Gerard Adams, entrepreneur and investor.

As we’ve seen in this article, human creativity will remain essential in the future of work. While machines are great at routine tasks and processing large amounts of data, they cannot replicate the unique perspective and problem-solving abilities of the human mind. Companies that foster creativity in their workforce will be better positioned to thrive in the changing work landscape.

In addition to fostering creativity, companies must consider the impact of automation on workers. While automation can bring many benefits, it also has the potential to negatively impact workers through job loss, reduced job security, and lower wages. As such, companies and policymakers should consider how to mitigate these impacts and ensure that workers can thrive in an increasingly automated world.

“Automation can liberate human beings from the burden of repetitive work and free us to pursue more creative and fulfilling activities.” – Klaus Schwab, Founder and Executive Chairman of the World Economic Forum.

Market research can play an important role in helping companies stay ahead of the curve and identify the skills and attributes that will be most valuable in the future. By leveraging the insights provided by market research, companies can position themselves for success and ensure that their workforce is equipped with the skills and attributes needed to thrive in an increasingly automated world.

Preparing students for the jobs of the future will require a combination of traditional academic skills and newer digital and creative skills. By adapting their curriculum and teaching methods, schools can help ensure that students have the skills and attributes needed to succeed in an increasingly automated world.

The future of work is likely to be characterized by a blend of automation and human creativity. By balancing these two forces, companies can position themselves for success and ensure they can thrive in the changing work landscape. However, companies and policymakers need to consider the impact of automation on workers and for schools to prepare students for the jobs of the future. By taking a holistic approach, we can ensure that the benefits of automation are shared more equitably and that workers and students can thrive in the changing landscape of work.

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Great branding doesn’t just happen overnight. 

The most successful brands in the world owe their success, in part, to the strategic implementation of market research. 

Every aspect of their branding— down to the last curve in the typeface, has been carefully crafted using insights gained through market research. 

Think of any iconic brand, and you’ll undoubtedly see how great branding goes beyond how a brand looks and feels; it’s what evokes emotions in the minds of consumers. 

Brand recognition and reputation are crucial for a company’s success. A strong brand can create customer loyalty and trust, differentiate a company from its competitors, and increase market share. However, building a successful brand requires careful planning and execution. This is where market research comes in. 

Market research helps brands develop a branding strategy that resonates with their target audience and creates a strong and lasting impression. In this blog post, we will discuss the role of market research in developing successful branding strategies and provide examples of leading global brands and case studies.

Understanding the Target Audience

One of the most critical components of branding is understanding the target audience. This includes identifying their needs, preferences, and behaviors. Market research can provide insights into the target audience’s demographics, psychographics, and buying habits. This information can help companies to tailor their branding strategy to the specific needs of their customers.

Dove’s “Campaign for Real Beauty” was a successful branding strategy based on market research. The campaign targeted women who felt the beauty industry promoted unrealistic and unattainable beauty standards. Dove’s research showed only 2% of women described themselves as beautiful. The campaign featured images of real women with different body types and skin tones, promoting the idea that every woman is beautiful. The campaign was successful because it spoke to the needs of Dove’s target audience and challenged traditional beauty standards.

Differentiation from Competitors

Another crucial aspect of branding is differentiation from competitors. Companies must identify what differentiates them from their competitors and highlight these unique selling points in their branding strategy. Market research can help companies identify and compare their strengths and weaknesses.

Apple’s branding strategy is based on differentiation from its competitors. Apple’s research showed consumers were frustrated with the complexity of technology and the lack of intuitive design. Apple’s products are designed to be simple and easy to use, which sets them apart from their competitors. Apple’s branding strategy highlights the company’s commitment to design, simplicity, and innovation, creating a loyal customer base.

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Creating Brand Awareness and Recognition

Creating brand awareness and recognition is another critical branding component. Companies must ensure their brand is visible and memorable to their target audience. Brand awareness research can help companies identify the most effective channels for reaching their target audience and create messaging that resonates with them.

Coca-Cola’s “Share a Coke” campaign was a successful branding strategy for creating brand recognition. The campaign featured Coke bottles with common names printed on them, encouraging customers to share a Coke with their friends and family. The campaign was successful because it created a sense of personalization and connection with the brand, which increased brand recognition and loyalty.

How to conduct market research to shape powerful brands. 

Branding is a crucial aspect of any business, and conducting market research is essential in developing a successful branding strategy. Market research can provide valuable insights into consumer behavior, preferences, and attitudes, which can be used to develop a branding strategy that resonates with the target audience.

  1. Define the Research Objectives.

The first step in conducting market research for branding is to define the research objectives. This involves identifying the research goals, such as understanding consumer behavior, preferences, or attitudes, and designing a clear research plan to achieve these objectives.

  1. Identify the Target Audience.

The next step is to identify the target audience. This involves defining the target audience’s demographics, psychographics, and behaviors, including their needs, wants, and preferences. The target audience should be clearly defined to ensure the research is focused and the insights gained are relevant.

  1. Select the Research Methodology.

The third step is to select the research methodology. Several market research methodologies are used for branding research, including surveys, focus groups, in-depth interviews, and ethnographic research. The research methodology should be appropriate for the objectives and the target audience.

  1. Develop the Research Instrument.

Once the research methodology has been selected, the next step is to develop the research instrument. This involves designing the survey, focus group guide, interview questions, or ethnographic research plan. The research instrument should be designed to collect relevant data and provide insights into the target audience’s needs, wants, and preferences.

  1. Collect and Analyze the Data.

The next step is to collect and analyze the data. This involves collecting the data using the selected research methodology and analyzing the data to identify patterns and trends. The data should be analyzed using statistical methods, such as regression or factor analysis, to identify significant insights.

  1. Develop the Branding Strategy.

The last step is to develop the branding strategy. This involves using the insights gained from market research to develop a branding strategy that resonates with the target audience. The branding strategy should be developed with the target audience in mind and to meet their needs and preferences.

Methods for Conducting Market Research for Branding

  1. Surveys

Surveys are one of the most commonly used market research methods for branding research. Surveys can be conducted online, in person, or by phone and can be used to collect quantitative data on consumer behavior, preferences, and attitudes.

  1. Focus Groups

Focus groups involve bringing together a small group of people to discuss a specific topic, such as a brand or product. Focus groups can be used to collect qualitative data on consumer behavior, preferences, and attitudes.

  1. In-Depth Interviews

In-depth interviews involve one-on-one interviews with participants to gather detailed information about their behavior, attitudes, and preferences. In-depth interviews can provide valuable insights into consumer behavior and preferences.

  1. Ethnographic Research

Ethnographic research involves observing and studying people in their natural environment. This methodology is useful for understanding consumer behavior and preferences in a specific cultural context.

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Iconic brands and how they differentiate themselves.

Let’s take a closer look at other brands that illustrate the role of market research in developing successful branding strategies.

Airbnb evolved its brand identity and strategy. 

Before adopting the slogan “belong anywhere,” Airbnb’s message was to “travel like a human.” The change came to light in 2014 when founder Brian Chesky realized that Airbnb was more than a tool people used to travel.

Airbnb’s branding strategy is based on differentiation from traditional hotels. Airbnb’s market research showed that travelers sought unique and authentic travel experiences not found in traditional hotels. Airbnb’s branding strategy highlights the company’s commitment to providing travelers with a more personal and local travel experience. The company’s messaging focuses on the idea that travelers can “live like a local” and experience a city like a resident. This branding strategy has been successful because it speaks to the needs of Airbnb’s target audience and sets the company apart from its competitors.

One main ingredient in Nike’s messaging is to “bring inspiration and innovation to every athlete.” 

Nike’s branding strategy is based on creating a strong emotional connection with its target audience. Nike’s market research showed that its target audience sought more than just shoes or athletic apparel. Nike’s branding strategy highlights its commitment to inspiring and empowering athletes and promoting a “just do it” attitude. Nike’s messaging and advertising campaigns are designed to evoke a sense of inspiration and motivation in its target audience. The company has also created a strong emotional connection with its customers by associating itself with high-profile athletes such as Michael Jordan and Serena Williams. This branding strategy has been successful because it speaks to the emotional needs of Nike’s target audience and creates a strong and lasting impression.

Pepsi’s branding strategy is based on differentiation from its main competitor, Coca-Cola. 

Pepsi’s market research showed that its target audience sought a bolder, more exciting alternative to Coca-Cola. Pepsi’s branding strategy highlights the company’s commitment to providing a more youthful and dynamic brand image. The company’s messaging and advertising campaigns are designed to evoke a sense of excitement and energy in its target audience. Pepsi’s branding strategy has also successfully created memorable advertising campaigns, such as the “Pepsi Challenge” and the “Pepsi Max Unbelievable” campaign. These campaigns have created a strong and lasting impression on Pepsi’s target audience.

“If you’re going to be competitive, if you’re going to be comparative, if you’re going to be head-on, there’s a lot at risk,”

-Susan Fournier, Dean of the Questrom School of Business at Boston University

Market research plays a crucial role in developing successful branding strategies. Understanding the target audience, differentiating from competitors, and creating brand awareness and recognition are essential to a successful branding strategy. 

Market research can provide companies with valuable insights into their target audience and help them to tailor their branding strategy to their specific needs. Successful global brands such as Apple, Nike, and Coca-Cola have used market research to develop branding strategies that resonate with their target audience and create a strong and lasting impression. By investing in market research, companies can create successful branding strategies that set them apart from their competitors and build a loyal customer base.

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The world has long predicted the massive potential of Asia’s rise, but it’s time for the rest of the world to adjust its outlook. The reality is that the future has arrived even sooner than anticipated.

According to the Asian Development Bank (ADB), developing economies in Asia and the Pacific are expected to experience faster growth this year, fueled by the easing of pandemic restrictions and boosting consumption, tourism, and investment. The region’s growth prospects are particularly brightened by the reopening of the People’s Republic of China (PRC), which has shifted away from its zero-COVID strategy.

The ADB’s Asian Development Outlook (ADO) April 2023 report projects that economies in Asia and the Pacific will grow by 4.8% this year and the next, representing an improvement over the 4.2% growth rate in 2022. While developed countries are facing a growth slowdown, the emerging economies in Asia are set to thrive, with projections suggesting excluding the PRC; developing Asia is forecasted to grow 4.6% this year and 5.1% in 2024. Meanwhile, the region’s inflation is expected to gradually moderate towards pre-pandemic levels, although there may be considerable variation across different economies.

What’s fueling this growth? Favorable demographic trends with a young population, a growing middle class, and high-tech adoption rates are just a few factors responsible for this upward trend. With such impressive growth rates, it’s no surprise that more and more companies are expanding their operations and eyeing entry into these markets. 

Exciting factors like a burgeoning middle class, ongoing urbanization, and high technology adoption in countries like India, Vietnam, and the Philippines contribute to this explosive growth. But, hold on, there are risks involved too.

Cultural and language barriers and the need for more information and data make market research in these markets more challenging. Are you ready to take the plunge and seize the opportunities offered by these emerging economies?

With an impressive growth rate, it’s no wonder businesses worldwide are turning their attention to these emerging economies, eager to tap into their enormous potential. But, to successfully penetrate these markets, comprehensive market research is crucial. In this blog post, we’ll explore how to conduct market research in emerging markets in Asia and identify the key factors to consider with real-world examples of global brands and how they entered these markets.

  • Understand the Market.

The first step in conducting market research in emerging markets is understanding the market. This includes understanding the economic, political, and cultural environment, as well as the needs and preferences of the target audience. Companies must conduct thorough research to understand the local market, including the competitive landscape, regulatory environment, and consumer behavior.

  • Identify the Target Audience.

The next step is to identify the target audience. This includes understanding the target audience’s demographics, psychographics, and buying habits. Companies need to research to understand the needs and preferences of the local population and how they differ from other markets.

  • Use Local Research Partners.

Companies should consider partnering with local research partners to overcome language and cultural barriers. At Kadence International, we have a breadth of coverage worldwide, with offices in ten countries.

Local research partners can provide valuable insights into the local market and help companies understand the target audience’s cultural nuances. 

  • Consider Online Research Methods.

Online research methods can be an effective way to conduct market research in emerging markets. Online research methods can gather data from a large and diverse population sample and can be completed quickly and cost-effectively.

  • Pay Attention to Cultural Nuances.

Cultural nuances are essential to consider when conducting market research in emerging markets. Companies need to understand the cultural norms and values of the local population and adjust their research methods accordingly.

When Coca-Cola entered the Myanmar market, it conducted online surveys to understand the local market. Coca-Cola used online surveys to gather data on the local population’s beverage preferences and habits.

When US-based fast food giant KFC entered the Chinese market, it had to adapt its menu to appeal to the local population. KFC introduced menu items that catered to local taste preferences, such as rice dishes and egg tarts. Similarly, when McDonald’s entered the Indian market, it conducted extensive research to understand the local market. The brand has no beef or pork products on its menu and adopted certain items and their names for the Indian market, like the Maharaja Mac.

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Ownership structures 

Asian companies have emerged as global leaders in traditional industries such as industrial and automotive sectors and in areas such as technology, finance, and logistics. The last two decades have seen a shift in the industry mix of the region’s largest companies, with a decline in the manufacturing of capital goods and growth in infrastructure and financial services.

When it comes to ownership structures, growth strategies, and operating styles, Asian corporate giants differ significantly from publicly owned Western multinationals. About two-thirds of the 110 Chinese companies listed in the Fortune 500 are state-owned, and the region also boasts several large conglomerates. 

In Japan, the “big six” keiretsu also have significant weight in the country’s equity market, with each owning numerous companies across multiple industries. For instance, all major Japanese car manufacturers can be traced back to a keiretsu. 

And India’s top six conglomerates alone employ more than two million people.

Emerging Markets in Asia

Here are some examples of emerging markets in Asia:

  • China: A large, fast-growing economy with a massive population and a rapidly expanding middle class, supported by a government policy of reform and opening up to the world.
  • India: Boasting a young and growing population, a rising middle class, and a government focused on reform, India is poised to be one of the fastest-growing economies in the world
  • Indonesia: With a young population, a rapidly urbanizing society, and a large consumer market, Indonesia is a thriving economy and an attractive destination for foreign investment.
  • Vietnam: An economy that has transformed rapidly in recent years, Vietnam is home to a young and growing population, low labor costs, and an expanding manufacturing sector.
  • Philippines: A country with a young and educated workforce, a large consumer market, and a rapidly expanding services sector, the Philippines is a popular destination for foreign investment and outsourcing.
  • Malaysia: An economy that has diversified beyond its traditional focus on commodities, Malaysia is home to a well-educated workforce, a thriving manufacturing sector, and a growing services sector.
  • Thailand: A popular tourist destination and manufacturing hub, Thailand is home to a large and growing consumer market, a robust agricultural sector, and a thriving services sector.
  • Bangladesh: With a large and growing population, a low-cost labor force, and a government committed to reform and development, Bangladesh is one of the fastest-growing economies in the world.
  • Pakistan: A country with a large and young population, a thriving agricultural sector, and a rapidly growing services sector, Pakistan has enormous economic potential.
  • Myanmar: With over 50 million people and an economy opening up to the world, Myanmar is poised for rapid growth in the coming years.

Cultural Aspects Brands Need to Know

When conducting market research in emerging markets in Asia, companies need to understand the cultural aspects of the local population. Here are some cultural elements that brands need to know:

Collectivism vs. Individualism. 

Some cultures are more collectivistic, where the needs of the group are prioritized over the needs of the individual. Other cultures are more individualistic, where the needs of the individual are prioritized over the needs of the group.

High vs. Low Context. 

Some cultures are high-context, which means they rely heavily on non-verbal communication and indirect language to convey meaning. Other cultures are low-context, where people rely more on direct communication and explicit language.

Power Distance. 

Some cultures have a high power distance, with a significant distance between those in authority and those who are not. Other cultures have a low power distance.

Masculinity vs. Femininity. 

According to Geert Hofstede, “masculine” and “feminine” are often used to describe society’s cultural dimensions. These dimensions are based on various cultural variables, such as values, beliefs, and attitudes.

In a “masculine” culture, competitiveness, assertiveness, and material success are highly valued. This may lead to a focus on achievement and advancement in the workplace, emphasizing individual success over group cohesion. There is also a tendency to prioritize ambition and competition over collaboration and empathy.

In a “feminine” culture, on the other hand, collaboration, empathy, and social harmony are emphasized. There may be less focus on material success and more on the quality of life, work-life balance, and social responsibility. In the workplace, there may be more emphasis on collaboration and teamwork, with less emphasis on hierarchical structures or individual achievement.

It’s worth noting that these cultural dimensions are not binary or mutually exclusive, and different cultures may exhibit varying degrees of masculine and feminine characteristics. Additionally, individuals within a culture may have unique values and beliefs that don’t necessarily conform to cultural norms.

Religion.

Religion can also play a significant role in shaping cultural values and norms in emerging markets. Companies need to understand the religious beliefs and practices of the local population and how they may impact consumer behavior. For instance, in Indonesia, where most of the population follows the Islamic faith, even non-food companies must consider “halal” concepts.

Case Study: Coca-Cola in India

Coca-Cola is a global brand that has successfully entered emerging markets in Asia. One example is India. Coca-Cola entered the Indian market in 1993 and initially faced challenges due to cultural and political barriers. The company had to adjust its marketing strategy and product offerings to appeal to the local population.

Coca-Cola conducted extensive market research in India to understand the local market. The company discovered that the local population preferred sweeter beverages and was concerned about water quality. Coca-Cola adjusted its product offerings to include sweeter beverages and invested in local water treatment facilities to ensure the quality of its products.

Coca-Cola also adjusted its marketing strategy to appeal to the local population. The company used local celebrities and cultural events in its advertising campaigns to create a solid emotional connection with the local audience.

Due to language and cultural barriers, conducting market research in emerging markets in Asia can take time and effort. 

However, with the right approach, companies can enter these markets and create successful branding strategies. Understanding the local market, identifying the target audience, using local research partners, considering online research methods, and paying attention to cultural nuances are all critical factors to consider when conducting market research in emerging markets. 

Companies that take the time to conduct thorough market research and adjust their branding strategy to meet the needs of the local population can create a strong and lasting impression with their target audience.

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Challenges brands face in emerging markets and strategies for overcoming them.

While emerging markets in Asia offer significant growth opportunities for brands, they also present unique challenges that brands must overcome. These challenges include language and cultural barriers, limited infrastructure, and the need for more data and information. 

Language and Cultural Barriers.

One of the primary challenges brands face in emerging markets is language and cultural barriers. Companies must understand the local language and cultural nuances to develop a successful branding strategy that resonates with the target audience.

To overcome language and cultural barriers, brands should consider partnering with local marketing agencies and research firms. These firms can provide valuable insights into the local culture and language, help develop messaging that resonates with the target audience, and ensure that the brand’s message is culturally sensitive and appropriate.

When Nike entered the Chinese market, the company partnered with a local marketing agency to develop a branding strategy that resonated with the local population. The agency provided insights into the local culture and language, which helped Nike develop messaging that resonated with the target audience.

Limited Infrastructure.

Another challenge brands face in emerging markets is limited infrastructure. Emerging markets may need more access to transportation, communication, and other essential infrastructure, making it difficult for brands to distribute products and conduct market research.

To overcome limited infrastructure, brands should consider developing innovative distribution strategies that leverage local infrastructure. For example, when Coca-Cola entered the Myanmar market, the company partnered with local distributors to establish a distribution network that leveraged local transportation infrastructure.

Lack of Data and Information.

Another challenge brands face in emerging markets is a need for more data and information. Emerging markets may need more access to data and information, making it difficult for brands to conduct market research and develop a successful branding strategy.

To overcome the lack of data and information, brands should consider investing in primary research methods, such as surveys, focus groups, and interviews. These research methods can help brands gather data and information directly from the target audience and provide valuable insights into consumer behavior.

Regulatory Challenges.

Another challenge brands face in emerging markets is regulatory challenges. Emerging markets may have different regulatory frameworks, making it difficult for brands to navigate the local market and establish a presence.

To overcome regulatory challenges, brands should consider partnering with local experts who understand the local regulatory environment. These experts can provide valuable insights into local regulations and help brands navigate the local market.

Market research methodologies brands use to enter emerging markets in Asia.

Market research methodologies are diverse and should be tailored to the specific needs of each market. Surveys, focus groups, ethnographic research, in-depth interviews, social media monitoring, and big data analytics are some of the most commonly used market research methodologies in emerging markets in Asia. 

Using these methodologies, brands can collect accurate and relevant data and develop successful branding strategies that resonate with the target audience.

As brands look to enter emerging markets in Asia, they must use market research methodologies tailored to each market’s specific needs. Market research methodologies in Asia are diverse, and brands must choose a suitable method to collect accurate and relevant data.

Surveys and Questionnaires.

Surveys and questionnaires are the most commonly used market research methodology in emerging markets. Surveys are typically used to gather data on consumer behavior, preferences, and attitudes. They can be conducted face-to-face, online, or by phone.

In India, brands often use surveys to understand the local market. For example, when Coca-Cola entered the Indian market, it surveyed the local population’s beverage preferences and habits.

Focus Groups.

Focus groups are another popular market research methodology involving a small group discussing a specific product or service. 

These groups can provide valuable insights into consumer behavior, attitudes, and preferences.

Apple conducted focus groups to understand the local population’s needs and preferences when it entered the Chinese market.

Ethnographic Research.

Ethnographic research involves observing and studying people in their natural environment. This methodology helps understand consumer behavior and preferences in a specific cultural context.

In Thailand, brands often use ethnographic research to understand the local market. For example, when Unilever entered the Thai market, it used ethnographic research to understand the local population’s skincare habits and preferences.

In-Depth Interviews.

In-depth interviews involve one-on-one interviews with participants to gather detailed information about their behavior, attitudes, and preferences. In-depth interviews can provide valuable insights into consumer behavior and preferences.

In Vietnam, brands often use in-depth interviews to understand the local market. For example, when Nike entered the Vietnamese market, it conducted in-depth interviews with local consumers to understand their needs and preferences.

Social Media Monitoring.

Social media listening and monitoring involves monitoring and analyzing social media platforms to gather consumer behavior and preferences data. Social media monitoring can provide real-time insights into consumer behavior and preferences.

In Indonesia, brands often use social media listening and monitoring to understand the local market. When McDonald’s entered the Indonesian market, it monitored social media to understand the local population’s reaction to its menu items and marketing campaigns.

Big Data Analytics.

Big data analytics involves analyzing large volumes of data to identify patterns and trends. This methodology helps understand consumer behavior and preferences at a large scale.

In the Philippines, brands often use big data analytics to understand the local market. For example, when Nestle entered the Philippine market, it used big data analytics to understand the local population’s food preferences and habits.

Emerging markets in Asia offer significant growth opportunities for brands but also present unique challenges. To establish a successful presence in these markets, brands must overcome language and cultural barriers, limited infrastructure, lack of data and information, and regulatory challenges. By partnering with local experts, investing in primary research methods, and developing innovative distribution strategies, brands can overcome these challenges and grow a successful branding strategy that resonates with the target audience.

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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We have seen several instances throughout history where a new way of organizing work has led to extraordinary improvements. Henry Ford’s assembly line in the early 20th century revolutionized how cars were manufactured. By breaking down the production process into small, repetitive tasks and using a conveyor belt to move materials from one worker to the next, Ford drastically increased productivity and decreased production costs. Not only did it usher in a new wave of cars, but it also changed work forever. 

Amazon’s fulfillment centers exemplify a modern approach to organizing work. These centers are designed to optimize the speed and efficiency of order fulfillment through automation, robotics, and data analysis.

In the early 20th century, Frederick Winslow Taylor developed a system of scientific management that aimed to improve worker efficiency and productivity. Taylor’s ideas included breaking down tasks into smaller parts and analyzing each step to find ways to make them more efficient.

And in recent times, the COVID-19 pandemic has compelled many companies to adopt remote work arrangements. Surprisingly, remote work has several advantages, including increased productivity, reduced overhead costs, and improved work-life balance for employees. According to a study by Stanford University, remote workers tend to be more productive, working on average 9.5% longer and completing 13.5% more calls than their in-office counterparts. These findings have led many businesses to consider remote work a permanent option for their employees.

Organizations can unlock their full potential and achieve unprecedented success by challenging traditional approaches and embracing new ideas.

Design thinking can do the same for innovation, and when done in collaboration with market research, it is a powerful tool that drives innovation.

While they are often thought of as separate disciplines, the truth is they are deeply intertwined. By bringing these two disciplines together, businesses can unlock a powerful new approach to innovation that can help them stay ahead of the curve and succeed in today’s fast-paced business environment.

Design thinking has the capacity to unlock individuals’ creative potential, gain their dedication, and substantially enhance processes. Most executives are familiar with design thinking tools, such as ethnographic research, problem reframing, experimentation, and the inclusion of diverse teams. However, what some may not realize is that design thinking can address subtle human biases, such as an inclination towards the status quo or attachment to particular behavioral norms that frequently hinder the imagination.

The outcomes expected from a successful innovation process are exceptional solutions, reduced costs and waste, and employee buy-in. If we ask the same questions, we’ll get the same solution, not a superior one. However, creatives can get stuck exploring new ideas, and this can cause conflict with action-oriented managers. This is where market research can help bring in the user perspective. For an innovation to be successful, you also need to have the employees behind it. This means including them, which comes with its own set of challenges and chaos. 

Design thinking in collaboration with market research is the answer to driving innovation. 

In this post, we’ll explore the power of collaboration between market research and design thinking and how brands must use it to drive innovation.

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Market Research and Design Thinking: An Overview

Market research and design thinking are two crucial disciplines that, when combined, create a powerful tool for solving problems and driving innovation. Market research involves gathering and analyzing data about customers, markets, and competitors, and it is essential to creating new product innovations and entering new markets. On the other hand, design thinking is a human-centered approach to problem-solving that focuses on empathizing with users, defining the problem, ideating solutions, prototyping, and testing.

While market research provides valuable insights into customer behavior and preferences, design thinking provides a structured framework for developing and testing ideas. By bringing these two disciplines together, businesses can create innovative solutions that are both user-centered and data-driven. Design thinking, as opposed to marketing research, is a solution-oriented, human-centered approach to problem-solving. It is a process that involves empathizing with users, defining the problem, ideating solutions, prototyping, and testing. Design thinking is all about putting the user at the center of the design process and creating solutions that are intuitive, user-friendly, and meet users’ needs. By allowing companies to rapidly develop, experiment and evaluate, design thinking encourages creative problem-solving and enhances the customer experience.

While these two disciplines might seem unrelated, they are, in fact, deeply intertwined. Market research provides valuable insights into customers’ needs and behaviors, while design thinking helps create solutions that meet those needs. By bringing these two disciplines together, businesses can create innovative solutions that are both user-centered and data-driven.

In today’s competitive market, the ability to respond quickly to changes in customer behavior and develop meaningful solutions to problems is essential for success. Organizations can use market research and design thinking to develop a more informed and targeted approach to product creation and service design. This collaboration enables teams to leverage data and innovation to build powerful solutions that drive real change.

The key to success is to ensure that specialists with complementary skill sets collaborate in a unified way. By combining research, analysis, and innovation, businesses can maximize their potential and develop successful products that drive growth and success. In short, when market research and design thinking are used in collaboration, they provide an effective, data-driven approach to creating products and services that meet customers’ needs and drive success.

Collaboration between market research and design thinking can help organizations develop an effective, data-driven approach to creating products and services. By combining research, analysis, and innovation, businesses can maximize their potential and develop successful products that drive growth and success. The key is to ensure teams of specialists with complementary skillsets collaborate in a unified way, leveraging data and innovation to build powerful solutions that drive real change.

The challenges of human tendencies and how to break free.


As humans, we all have our own biases and tendencies that can limit our ability to innovate. We may be attached to certain ways of thinking or behaving, or we may be influenced by our past experiences or cultural norms. These biases and tendencies can create mental blocks and hinder our creativity, preventing us from seeing new opportunities or approaching problems in a fresh way.

Design thinking tools and clear process steps can help teams break free from these mental blocks and biases, paving the way for innovation. Using ethnographic research, design thinking encourages teams to observe and understand users’ needs and behaviors, helping to overcome biases based on assumptions about what users want or need.

Several studies and case studies have demonstrated the effectiveness of design thinking in breaking free from biases and promoting innovation. For instance, a study conducted by the Design Management Institute found that design-led companies outperformed the S&P 500 by a staggering 219% over a ten-year period. This study highlights the significant impact of design thinking on a company’s bottom line and its ability to succeed in a competitive market.

Design thinking also emphasizes the importance of reframing problems, challenging teams to approach problems in new ways, and considering alternative solutions. This helps to break free from the status quo and encourages innovative thinking.

Experimentation is another critical component of design thinking. By prototyping and testing potential solutions, teams can quickly learn what works and what doesn’t, allowing them to refine their ideas and pivot as needed. This process helps teams break free from the fear of failure or attachment to particular solutions that may be limiting their thinking.

Design thinking has also been used effectively in a range of industries, including healthcare, education, and finance, to name a few. For example, the healthcare industry has used design thinking to develop new medical technologies, improve patient experiences, and streamline healthcare processes. The education sector has used design thinking to develop new teaching methods and tools to engage students and enhance their learning experiences. And the finance industry has used design thinking to create new financial products and services that meet customers’ evolving needs.

One notable case study is that of Procter & Gamble (P&G), a consumer goods company that used design thinking to revamp its approach to product innovation. By incorporating design thinking into its innovation process, P&G was able to develop new products that better met customers’ needs and preferences, resulting in increased sales and market share.

Using diverse teams in design thinking is essential for breaking free from biases and promoting innovation. By including individuals with different backgrounds, experiences, and perspectives, design thinking encourages a diversity of thought that can help to overcome biases and uncover new insights.

Design thinking tools and clear process steps provide a framework for breaking free from biases and promoting innovation. By encouraging teams to observe users’ needs, reframe problems, experiment with new solutions, and work collaboratively with diverse teams, design thinking can help teams to overcome mental blocks and biases and unlock their full creative potential.

Design thinking offers a powerful approach to breaking free from biases and promoting innovation. By incorporating ethnographic research, reframing problems, experimenting with new solutions, and working collaboratively with diverse teams, design thinking provides a framework for unlocking creativity and generating fresh ideas. With its proven track record of success across a range of industries, design thinking is a valuable tool for any organization looking to overcome mental blocks and achieve new levels of innovation.

The Benefits of Collaboration

So, what are the benefits of bringing market research and design thinking together?

  1. A Deeper Understanding of Customers. 

Market research provides valuable insights into customers’ needs and behaviors, which can inform the design thinking process. By understanding customers’ pain points, businesses can create solutions that meet their needs and exceed their expectations.

  1. A More Holistic Approach: 

Design thinking is about understanding the user, not just creating a product or service that meets their needs. It’s about creating a solution that fits within the larger ecosystem. By bringing market research into the mix, businesses can create solutions that meet customers’ needs and fit within the larger market context.

  1. Better Decision-Making: 

When businesses use data to inform their decision-making, they are more likely to make better decisions. By using market research to inform the design thinking process, businesses can create solutions that are more likely to be successful in the market.

  1. More Effective Communication: 

By bringing market research and design thinking together, businesses can create a common language that can help facilitate communication between teams. This can lead to more effective collaboration and better outcomes.

Case Study: The Philips Sonicare

The Philips Sonicare toothbrush is a great example of the power of collaboration between market research and design thinking. Philips, a global electronics company, wanted to create a new kind of toothbrush that would improve dental health. The brand turned to market research to understand consumers’ needs and behaviors.

Through their research, Philips discovered that consumers wanted a more effective toothbrush to remove plaque and improve gum health. They also discovered that consumers were willing to pay a premium for a toothbrush that met these needs.

Using these insights, Philips created the Sonicare toothbrush. Sonicare uses high-frequency vibrations to remove plaque and improve gum health. It was a huge success and became one of the best-selling toothbrushes in the world.

The success of Sonicare was due, in large part, to the collaboration between market research and design thinking. Using market research to understand consumers’ needs and behaviors, Philips created a toothbrush that met those needs. Using design thinking to create a user-centered solution, Philips created a toothbrush that was easy to use and effective at improving dental health.

Sonicare is a great example of how market research and design thinking can work together to create innovative solutions that meet consumers’ needs. By bringing these two disciplines together, businesses can create products and services that are both user-centered and data-driven.

How can businesses bring market research and design thinking together to drive innovation? 

Here are some tips:

  1. Involve the Right People.

To make collaboration between market research and design thinking work, it’s essential to involve the right people. This might include market research professionals, designers, product managers, and other stakeholders.

  1. Define the Problem. 

Before you can begin to collaborate, it’s essential to define the problem you’re trying to solve. This will help ensure that everyone is working towards the same goal.

  1. Share Insights.

Market research provides valuable insights into customers’ needs and behaviors. Make sure that these insights are shared with the design team so that they can create solutions that meet those needs.

  1. Prototype and Test. 

Design thinking is all about prototyping and testing. Use market research to test your prototypes and refine your solutions based on customer feedback.

  1. Iterate. 

Collaboration between market research and design thinking is an iterative process. Be prepared to go through multiple cycles of prototyping and testing before you arrive at a final solution.

Market research and design thinking are two powerful tools that can be used to drive innovation. By bringing these two disciplines together, businesses can create solutions that are both user-centered and data-driven. The benefits of collaboration between market research and design thinking are clear: a deeper understanding of customers, a more holistic approach, better decision-making, and more effective communication.

Brands looking to drive innovation must consider bringing market research and design thinking together. By collaborating, brands can create truly innovative solutions that meet their customer’s needs and bring fresh ideas to the marketplace.

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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 behavior, 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 behavior and attitudes and identify trends or patterns that may be emerging. This can help you make more accurate predictions about future behavior and inform your marketing strategies accordingly.

Another advantage of panel research is that it can provide a more accurate picture of consumer behavior 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.

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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 behavior, 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 behavior 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 minimize 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 incentivize panel members to complete your survey through cash or gift card rewards to maintain high response rates.
  • Analyze Your Data: Once you have collected your survey data, it’s time to analyze 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 optimize 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 optimize 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 behavior and preferences. By analyzing data from their panel, they could identify trends in viewing habits and preferences and optimize 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 behavior 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 generalizability 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.

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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 analyze 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 minimize 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 behavior, 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 behavior, 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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