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

The Science of Shopping Behavior

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

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

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

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

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

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The Power of Eye-Tracking Studies

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

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

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

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

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

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

Designing Packaging to Stand Out

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

Colour

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

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

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

Typography

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

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

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

Imagery

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

Packaging Shape

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

Branding 

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

Real-World Examples of Successful Packaging Design

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

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

A Case Study on Packaging that Missed its Mark

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

Case Study: Bic For Her

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

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

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

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

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

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

Putting It All Together

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

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

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

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

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

Testing Your Packaging Design

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

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

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

Adapting Your Packaging Design Over Time

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

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

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

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

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

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

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

Microsoft recently made a substantial commitment to OpenAI’s ChatGPT —a chatbot released late last year, announcing its intent to invest $10 billion, while tech giant Google is scrambling to produce a rival for ChatGPT called Bard.

Artificial Intelligence (AI) is advancing at a remarkable rate, raising several questions about the dangers and risks of an AI takeover in every walk of life. 

Artificial Intelligence (AI), the ability of computers to perform tasks that typically require human intelligence, such as speech and image recognition, iterative learning, and creative thinking, has been a touchstone of hope and anxiety for decades. 

AI is within reach of many industries, including healthcare, education, retail, and, believe it or not, mining. Of course, the field of market research is no exception. 

In market research, will AI put jobs on the chopping block, or will it set off a renaissance of new market research innovation and jobs? Will machine learning in market research annihilate the human element or propel the industry forward with accelerated momentum?

Stephen Hawkings cautioned the world about the rise of artificial intelligence.

Stephen-Hawking-quote-on-AI

These questions have been a major source of anxiety for many. But before we dive into these questions, let’s look at a brief history of AI, the types of AI, and how to use AI. 

A Brief History of Artificial Intelligence

Let’s look at how AI has evolved over the past few decades. 

history-of-ai

Artificial Intelligence can be divided based on capabilities and functionalities.

There are three types of Artificial Intelligence-based on capabilities. 

Narrow AI

Also known as Weak AI, Narrow AI specialises in one task and cannot exceed its boundaries. This subset of AI is advancing in that single domain, becoming more ubiquitous in everyday life as machine learning and deep learning progress.
Let’s look at the capabilities of Narrow AI using real-world examples. From the iPhone’s Siri virtual assistant to self-driving cars, utilising vision recognition and product recommendation engines, this type of AI utilises pre-programmed abilities to serve users but often fails to assist with tasks outside its scope. On the other hand, IBM Watson is an advanced data analytics processor that employs natural language processing, an advanced technology that deciphers human language for syntax and significance. Watson has the power to rapidly perform analytics on enormous volumes of data to respond to human inquiries accurately. Interestingly, Watson competed and outsmarted a contestant on the popular TV game show Jeopardy!

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Other popular examples of Narrow AI include Google Translate, image recognition software, recommendation systems, spam filters, and Google’s page-ranking algorithm.

General AI

General AI, otherwise known as strong AI, is a form of Artificial Intelligence (AI) that has the potential to understand and learn any task a human being can. AI researchers have yet to develop this technology to its fullest capacity, needing a method to give machines the ability to think cognitively. 

Fujitsu has built the K computer – one of the world’s fastest supercomputers- to create strong AI. Meanwhile, China’s Tianhe-2 has been deemed the most powerful supercomputer in the world, as it can calculate 33.86 petaflops (quadrillions of cps). This still needs to catch up to what the human brain can accomplish.

Super AI

Artificial Superintelligence (AI) has surpassed human intelligence and can do any task more efficiently than a person. Super AI is imagined to be so close to the human sentiment that it not only comprehends them but can create its own feelings, requirements, opinions, and wishes. As of now, its concept remains just hypothetical. However, it is thought to possess significant abilities like contemplating, resolving issues, and generating its own judgments and decisions.

In terms of functionality, there are four main types of Artificial Intelligence.

  1. Purely Reactive

    As the name suggests, these AI machines do not use any data or memory. They specialise in one field. An example would be in a chess game where the machine observes the player’s moves and makes the best possible decision to win.
  2. Limited Memory

These machines use previous data, but memory is limited. They have enough previous data to make decisions, but their memory is minimal. An example is suggesting users a convenience store based on the location data.

  1. Theory of Mind

This type of AI goes beyond hard data and can interpret emotions and thoughts. 

  1. Self-Aware


Self-aware machines are smart as well as conscious. These are the future of AI. 

So how does AI work?

Artificial Intelligence utilises an abundance of data and intelligent algorithms, in tandem with high-speed processing, to understand patterns in the data and self-teach accordingly.

Artificial Intelligence is expected to revolutionise the market research industry in several ways:

  1. Data Collection and Analysis: AI-powered tools can collect, process and analyse large amounts of data faster and more accurately than humans, leading to more comprehensive and actionable insights.
  2. Customer Insight: AI can help uncover hidden patterns and connections in customer data, providing deeper and more personalised insights into consumer behaviour.
  3. Predictive Analytics: AI-powered predictive analytics can help companies anticipate consumer behaviour, market trends, and buying patterns, allowing businesses to make more informed decisions.
  4. Sentiment Analysis: AI can analyse large volumes of customer feedback, social media data, and other unstructured data sources to provide insight into consumer opinions and emotions.
  5. Chatbots and Virtual Assistants: AI-powered chatbots and virtual assistants can interact with consumers and collect data, freeing up researchers’ time to focus on analysis and interpretation.
  6. Improved Efficiency and Accuracy: AI can automate repetitive tasks, reducing errors and allowing market researchers to focus on more creative and strategic initiatives.

Artificial Intelligence is a powerful tool that can significantly enhance the work of market researchers, but it is unlikely to replace them completely. 

Here are some ways in which AI will not replace the role of market researchers:

  1. Interpretation and Analysis: AI can provide vast amounts of data and insights, but it is up to market researchers to interpret the results and provide meaningful insights and recommendations.
  2. Creative Problem-Solving: Market researchers are responsible for devising and executing research strategies, which requires creative problem-solving and human intuition. AI is not capable of replacing this critical aspect of the research process.
  3. Ethical Considerations: AI operates based on algorithms and data inputs, sometimes resulting in biased or unethical outcomes. Market researchers must consider ethical considerations and ensure that research methods and results align with the values and goals of the organisation.
  4. Communication and Presentation: Market researchers are responsible for communicating the research results to stakeholders, which requires strong communication skills, the ability to tell a story, and the ability to present data in an engaging and actionable manner.
  5. Contextual Understanding: AI operates based on patterns and algorithms, but it cannot replace the human understanding of context, culture, and individual circumstances that is critical to providing meaningful insights.

AI disruptions are everywhere.

AI is quickly disrupting how brands approach customer service, product creation, marketing, and data analysis. Companies are beginning to integrate AI into many aspects of their operations. Here are a few of the major brand disruptions that AI is bringing to the market:

One brand that has caused a disruption in the marketplace through AI is Amazon. By incorporating machine learning, Amazon has made real-time decisions to respond to customer needs. By taking into account past customer behaviours and preferences, Amazon offers personalised product recommendations. Amazon has also used AI-enabled facial recognition technology in their warehouses to automate and improve the inventory process.

jeff-bezos-quote-on-personalization

Another brand that has disrupted the market using AI is Microsoft. Microsoft provides businesses with advanced predictive analytics and natural language processing capabilities through its Azure AI platform. With these features, businesses can use machine learning to develop more accurate forecasting models. Additionally, brands can more effectively identify customer trends and behaviour, enabling them to respond quickly to changing customer demands.

Finally, Tesla is another company that has used AI to disrupt the market. The company has enabled its autonomous vehicles to read and recognise their environment using computer vision. This allows their cars to recognise traffic signals and lane markings, resulting in a safer driving experience. Additionally, their AI-powered Autopilot system allows their cars to make real-time adjustments to improve their driving performance.

Tesla-and-ai

Will robots dominate the world?

Artificial Intelligence has progressed at a phenomenal rate, and its expansive possibilities have prompted fears about the probability of an AI takeover. 

In Nick Bostrom’s book Superintelligence, the opening story “The Unfinished Fable of the Sparrows” offers a parable of how AI’s growing strength and abilities can stir feelings of unease and worry. The story follows some sparrows that sought a pet owl, disregarding the worries of one sparrow that cautioned about the difficulty of controlling such a creature. Instead of addressing this doubt, the group simply deferred the issue for future resolution.

Elon Musk, the founder of Tesla, SpaceX, and Neurolink, has also openly expressed the potential dangers of AI. However, since the benefits of AI are enormous, he suggests a regulatory body to minimise the dangers and risks associated with it. 

Elon-Musk-quote-on-AI

Overall, while AI can significantly enhance the work of market researchers, it will not replace their expertise and creativity. Instead, market researchers will likely embrace AI as a tool that enables them to do their jobs more efficiently and effectively.

In today’s world, data has become an essential asset for businesses. However, collecting data alone is insufficient; it must be analyzed and turned into meaningful insights. This is where predictive analytics comes in. 

Predictive analytics is the use of statistical algorithms, machine learning, and data mining techniques to analyze historical data and make predictions about future events or trends.

Predictive analytics has been around for a long time, with roots dating back to the early 1800s. One of the earliest known examples of predictive analytics is the work of the English statistician Francis Galton, who used statistical techniques to predict the height of children based on the height of their parents. Since then, predictive analytics has evolved significantly and is now a critical component of modern business intelligence.

Predictive analytics has many names, such as advanced analytics, data mining, and machine learning. However, they all refer to the same basic concept of using data to make predictions.

The importance of predictive analytics in market research cannot be overstated. With the abundance of data available today, businesses need to be able to make informed decisions quickly to stay ahead of the competition. Predictive analytics can help companies to identify trends, predict customer behaviour, and optimise pricing strategies. According to a survey by McKinsey & Company, companies that use predictive analytics are twice as likely to be in the top quartile of financial performance within their industry.

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The Importance of Predictive Analytics in Market Research

The importance of predictive analytics in market research lies in its ability to provide businesses with the insights they need to make informed decisions and stay ahead of the competition. Brands can predict future behaviour and adjust their strategies by analyzing historical data and identifying patterns and trends.

One example of the power of predictive analytics is the case of Target, a large retail chain. Target analyzed its customers’ purchasing patterns and used that data to predict when customers were most likely to become pregnant. With this information, Target could send targeted advertisements and coupons to these customers, increasing sales and customer loyalty.

Another real-world example is how predictive analytics helped the Seattle Seahawks win the Super Bowl in 2014. The team used predictive analytics to analyze their opponents’ behaviour and tendencies, allowing them to make strategic decisions during the game. 

According to a study by Forbes Insights, businesses that use predictive analytics are more likely to experience improved customer engagement, increased profitability, and better overall business performance. 

Benefits of Predictive Analytics in Market Research

The benefits of predictive analytics in market research are numerous, and businesses that use this technique can gain valuable insights that can inform their decision-making process. According to a study by Harvard Business Review, businesses that use predictive analytics are more likely to experience increased revenue and profitability.

Here are some of the key benefits of using predictive analytics in market research:

  1. Improved accuracy in forecasting: Predictive analytics can help businesses forecast future trends and outcomes with a high degree of accuracy. This can help brands better plan their operations and resources to meet future demands. For example, a hotel chain can use predictive analytics to forecast room occupancy rates, allowing them to adjust staffing and inventory levels accordingly.
  2. Identifying trends: Predictive analytics can help businesses identify trends in customer behaviour, market conditions, and more. By identifying these trends, companies can adapt their strategies to meet changing market conditions. For example, a retail business can use predictive analytics to identify emerging customer purchasing behaviour trends, allowing it to adjust its inventory accordingly.
  3. Predicting customer behaviour: Predictive analytics can help businesses predict customer behaviour, such as buying patterns, preferences, and responses to marketing campaigns. This can help companies to tailor their marketing efforts and improve customer engagement. For example, an e-commerce business can use predictive analytics to identify customers who are most likely to make a purchase, allowing them to target these customers with personalised offers.
  4. Optimizing pricing strategies: Predictive analytics can help businesses optimise their pricing strategies by identifying the optimal price point for products and services. Using predictive analytics, brands can adjust their pricing strategies to maximise profits and stay competitive. For example, an airline can use predictive analytics to adjust ticket prices based on demand, maximizing revenue while ensuring seats are filled.

Use Cases of Predictive Analytics Around the World

Brands across the globe are increasingly using predictive analytics to gain insights into market trends and customer behaviour. Here are some examples of how businesses have used predictive analytics:

  • Tesco – a leading UK-based grocery retailer, used predictive analytics to identify the most profitable products and services for their customers. By analyzing customer data, Tesco was able to tailor its offerings to meet the specific needs of its customers, resulting in increased sales and customer loyalty.
  • Amazon – the world’s largest online retailer, uses predictive analytics to provide personalised recommendations to customers. By analyzing customer data, Amazon can recommend products and services most relevant to each customer, increasing sales and customer satisfaction.
  • Alibaba – one of China’s largest e-commerce companies, uses predictive analytics to identify products likely to be popular with customers. By analyzing search and purchase data, Alibaba can recommend products and services that are most likely to become successful, leading to increased sales and revenue.
  • Toyota – a leading automobile manufacturer, uses predictive analytics to identify the most profitable sales channels and to optimise pricing strategies. Toyota can adjust its pricing strategies by analyzing sales data to maximise profits and stay competitive.
  • Tokopedia – a leading e-commerce platform in Indonesia, uses predictive analytics to identify popular products and optimise pricing strategies. By analyzing customer data, Tokopedia can adjust its pricing strategies to meet customer demand, leading to increased sales and revenue.

These examples show how businesses in various countries leverage the power of predictive analytics in market research to achieve their goals, such as increasing sales, improving customer satisfaction, and staying ahead of the competition.

Challenges of Predictive Analytics

While predictive analytics can be a powerful tool for brands, it’s essential to understand the challenges associated with using this technique. 

According to a study by McKinsey & Company, many businesses struggle with these challenges when implementing predictive analytics. For example, the study found that only 19% of companies are very confident in the accuracy of their predictive models.

Here are some of the challenges of using predictive analytics in market research:

  • The need for large amounts of data: To accurately predict future outcomes and trends, businesses need large quantities of high-quality data. This can be a challenge for companies that don’t have access to the necessary data or that struggle with data quality issues.
  • Potential for biases in data analysis: Predictive analytics is only as good as the data used to train the models. If the data used to train the model is biased, the predictions made by the model will also be biased. For example, a predictive model that is trained using only data from a specific demographic may not accurately predict behaviour for other demographics.
  • Difficulty in interpreting results: Predictive analytics can provide businesses with a large amount of data and insights, but it can be challenging to interpret these results and turn them into actionable strategies. Companies need the necessary skills and expertise to interpret the data and make informed decisions.
  • Data privacy and security concerns: As businesses collect more data for predictive analytics, there are concerns about data privacy and security. Companies must comply with data protection regulations and take appropriate measures to secure their data.

As Dr. Michael Wu, Chief AI Strategist at PROS, said, “The biggest challenge in predictive analytics is not the algorithm, but the data.” To overcome the challenges of using predictive analytics in market research, businesses must invest in data quality and security and ensure they have the necessary skills and expertise to interpret the data and make informed decisions.

Best Practices for Implementing Predictive Analytics

To successfully implement predictive analytics, businesses must follow best practices to ensure they get the most out of this powerful tool. Here are some tips and best practices for companies looking to implement predictive analytics in their market research:

  1. Choose the right software tools: Many software tools are available for predictive analytics, and businesses must choose the one that best meets their needs. This can include tools that provide data visualisation, machine learning algorithms, and data cleaning and preprocessing.
  2. Ensure data quality: As discussed earlier, data quality is critical for accurate predictions. Businesses must ensure they have high-quality data, free from errors and biases. This can include data cleaning, normalisation, and validation.
  3. Involve domain experts: Domain experts, such as market research analysts, can provide valuable insights and context for the data used in predictive analytics. By involving these experts in the process, businesses can ensure that their predictions are relevant and actionable.
  4. Use historical data: Predictive analytics relies on historical data to make predictions about the future. Businesses need to have access to historical data, which should be relevant to the problem being addressed.
  5. Test and refine the model: Predictive models should be tested and refined to ensure accuracy and reliability. This can involve using different algorithms, adjusting parameters, and comparing the results to actual outcomes.
  6. Monitor and update the model: Predictive models should be monitored and updated over time to remain relevant and accurate. As market conditions change, the model may need to be updated to reflect these changes.

According to a study by the International Institute for Analytics, businesses that follow best practices for implementing predictive analytics are more likely to succeed. For example, the study found that brands involving domain experts in the process are more likely to see positive results.

By following these best practices, businesses can ensure they make the most of predictive analytics in their market research efforts.

In conclusion, predictive analytics is a powerful tool for businesses seeking insights into market trends and customer behaviour. Companies can use historical data and machine learning algorithms to predict future outcomes and adjust their strategies accordingly. However, there are challenges associated with using predictive analytics, such as the need for large amounts of high-quality data and the potential for biases in data analysis. 

To successfully implement predictive analytics in market research, businesses must follow best practices, such as choosing the right software tools and involving domain experts.

Kadence International, a market research agency, can help businesses navigate market research challenges and leverage the power of predictive analytics. With data collection, analysis, and interpretation expertise, we can provide valuable insights and help brands make data-driven decisions that lead to success. Contact us today to learn how we can help your business with market research.

Imagine this: You’re scrolling through your social media feed and come across a product ad that catches your attention. The ad tells a story that speaks to your heart, making you want to learn more about the product and even consider buying it. This is the power of storytelling in product marketing.

In today’s crowded marketplace, it’s becoming increasingly difficult for brands to stand out and connect with their target audience. Storytelling provides a way for companies to create a lasting emotional connection with their customers by tapping into their hopes, fears, and desires.

Many companies and brands have successfully used storytelling in their product marketing. Take Nike, for example, whose “Just Do It” campaign tells stories of athletes overcoming challenges to achieve greatness. 

And there’s Coca-Cola, whose “Share a Coke” campaign tells the story of a simple act of sharing a Coke with friends and family, highlighting the brand’s values of happiness and togetherness.

But how can companies effectively use storytelling in their product marketing? In this article, we will explore the art of storytelling in product marketing, providing tips and guidance on creating compelling brand stories that engage customers and drive sales. We will also discuss the importance of understanding your audience, choosing the right channels for sharing your story and measuring the success of your storytelling efforts. So, let’s get started and discover the art of storytelling in product marketing.

The Power of Storytelling

In the world of marketing, storytelling is a powerful tool that brands can use to connect with their customers on a deeper, emotional level. By telling relatable and inspiring stories, companies can create a connection with their audience that goes beyond the product or service they offer.

Successful companies understand the value of storytelling. Apple’s “Think Different” campaign tells the story of how it differs from other technology companies, highlighting its innovation and creativity. This story inspires customers to see themselves as part of a community of people who are also “different.”

Dove’s “Real Beauty” campaign tells the story of how women should embrace their natural beauty. The campaign uses real women with diverse body types and skin tones and focuses on their stories and struggles. This story resonated with customers and helped Dove become a leader in the beauty industry.

Storytelling is a powerful tool in product marketing because it evoles emotions, connects with customers on a deeper level.

To quote Maya Angelou, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This is the essence of storytelling in product marketing: create an emotional connection with customers that lasts beyond the transaction.

Understanding Your Audience

To create a compelling brand story, it’s crucial to understand your target audience and their needs and interests. This knowledge allows you to tailor your storytelling to resonate with them and create a strong emotional connection.

Customers are looking for brands that align with their values and beliefs. They are more likely to engage with content that speaks to those values. A great example of this is TOMS Shoes, a company that donates a pair of shoes to someone in need for every pair purchased. TOMS promotes its ethos and tells a story of social responsibility and giving back. This story resonates with customers who value social impact and has helped TOMS become a leader in the ethical fashion industry.

Another example is Airbnb, a company that tells the story of “belonging anywhere.” The brand’s storytelling focuses on the unique and authentic experiences that customers can have when they use Airbnb, catering to the needs and interests of travellers who seek immersive and personalised travel experiences.

To understand your target audience and their needs and interests, it’s important to gather data and insights about their demographics, psychographics, and behaviours. This information can be collected through market research, customer surveys, and social media analytics.

Once you deeply understand your target audience, you can tailor your storytelling to meet their needs and interests. This can include incorporating their values and beliefs, using language and visuals that resonate with them, and telling relatable and inspiring stories.

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Creating Your Story

Creating a compelling brand story is an art that requires careful planning and execution. A strong brand story can engage customers, create an emotional connection, and differentiate your brand from competitors.

Here are some tips and guidance on how to create a compelling brand story:

Develop a relatable character 

Your story’s protagonist should be someone your target audience can relate to. This character should have struggles and challenges that they can identify with.

For example, the clothing brand Patagonia tells the story of Yvon Chouinard, the company’s founder, as a relatable character who embodies the brand’s values of sustainability and environmentalism.

Create conflict

A compelling story needs conflict to create tension and keep the audience engaged. This conflict could be anything from a problem your target audience faces to a challenge your company overcame.

The shoe company Allbirds tells the story of how they discovered a sustainable material to make their shoes, overcoming the challenge of finding an environmentally-friendly option in the fashion industry.

Provide a resolution

A resolution is the story’s conclusion, where the conflict is resolved. This resolution should satisfy the audience and reinforce your brand’s values.

The car company Volvo tells the story of how their cars prioritise safety, resolving the conflict of fear and danger on the road.

Use visuals and language

Your language and visuals should be consistent with your brand’s values and personality. This includes everything from the tone of your language to the colours and imagery you use.

The makeup brand Glossier uses playful and colourful imagery in its storytelling to reflect the brand’s personality and appeal to a younger demographic.

Choosing Your Channels

Once you’ve developed a compelling brand story, it’s time to share it with the world. Choosing the right channels for sharing your story can help you reach your target audience and create a lasting impact. 

Here are some of the channels you can use to share your brand story:

Social media

Social media platforms such as Facebook, Instagram, TikTok and Twitter are great for sharing visual and engaging content. According to Hootsuite, social media users spend an average of 2 hours and 24 minutes per day on social media. This presents a huge opportunity for brands to connect with their target audience and share their brand story.

The sportswear brand Lululemon uses Instagram to showcase their products and tell the story of their brand’s values and lifestyle. They also use influencer partnerships and user-generated content to create a community around their brand.

Email marketing

Email marketing is an effective way to reach customers directly and share your brand story.

According to Hubspot, email marketing has an average ROI of 38:1, making it a highly effective marketing channel.

The cosmetics company Sephora uses email marketing to share its brand story and promote its products. They send personalised emails based on customers’ purchase history and preferences, using language and visuals that resonate with their target audience.

Content marketing

Content marketing involves creating valuable, educational content that provides value to your target audience. This content can be shared on your website, blog, or social media platforms.

The furniture retailer West Elm uses content marketing to educate customers on interior design trends and share their brand story. They create blog posts and social media content that features their products in real-life settings and offers design tips and inspiration.

Measuring Success

Measuring the success of your storytelling efforts is essential to understand the impact of your brand story on your target audience. 

By tracking metrics such as engagement, conversions, and sales, you can evaluate the effectiveness of your storytelling and optimise your strategy accordingly.

Here are some metrics you can use to measure the success of your storytelling efforts:

Engagement

Engagement metrics include likes, comments, shares, and followers on social media platforms. These metrics can help you understand how well your target audience connects with your brand story.

Conversions

Conversions refer to your target audience’s actions after engaging with your brand story. This can include signing up for a newsletter, downloading a resource, or making a purchase.

Sales

Sales metrics include revenue, order value, and customer retention. By tracking these metrics, you can understand the direct impact of your brand story on your bottom line.

The role of Market Research and Storytelling

Market research is crucial in creating a compelling brand story that resonates with your target audience. By understanding your target audience’s needs, preferences, and pain points, you can create a brand story that is relatable and engaging.

Here are some ways that market research can help product marketers create a compelling story for their product:

Identify customer pain points

Market research can help you identify your target audience’s problems and pain points. By understanding their challenges, you can create a brand story that addresses these issues and provides solutions.

Determine brand values

Market research can help you identify the values and beliefs that your target audience cares about. By incorporating these values into your brand story, you can create an emotional connection with your audience.

Test messaging

Market research can help you test different messaging and brand story concepts with your target audience. By getting feedback from your audience, you can optimise your brand story and ensure that it resonates with your customers.

Storytelling is a powerful tool that product marketers can use to create a lasting emotional connection with their customers. By tapping into their hopes, fears, and desires, companies can tell compelling brand stories that engage customers and drive sales.

As competition in the marketplace continues to grow, the brands that can tell a compelling brand story will be the ones that stand out and succeed. 

A small startup named Gymshark partnered with a group of fitness influencers on Instagram to promote their fitness apparel line. The influencers shared photos and videos of themselves wearing Gymshark clothing with their followers, and the results were nothing short of astounding. Gymshark grew into a multi-million-dollar company in just a few years, largely thanks to its influencer marketing strategy.

This is just one example of the power of influencer marketing in product promotion. As consumers increasingly turn to social media to discover and purchase products, partnering with influencers has become a popular and effective way for brands to reach new audiences and leverage the trust and credibility that influencers have built with their followers.

In this article, we’ll explore the world of influencer marketing, and show you how to use this powerful strategy to drive sales and boost brand awareness. Whether you’re a product marketing manager, marketing executive, or head of market research, this article will provide you with a comprehensive guide to the ins and outs of influencer marketing and show you how to incorporate it into your product promotion strategy.

What is Influencer Marketing? 

Influencer marketing is a marketing strategy that involves partnering with individuals with a significant social media following. These individuals, known as influencers, can be bloggers, vloggers, celebrities, or simply social media users with a large following. 

Brands partner with these influencers to promote their products or services, leveraging the trust and credibility that the influencers have built with their followers.

One of the main differences between influencer marketing and other marketing strategies is how it relies on social proof and authenticity. Unlike traditional advertising, where the brand is the primary focus of the message, influencer marketing is all about the relationship between the influencer and their followers. 

By partnering with an influencer, a brand can tap into the trust and credibility the influencer has built with their audience.

The term “influencer” was first used in 2006 in a blog post by marketer Duncan Watts. Since then, the concept has exploded in popularity, and influencer marketing has become crucial to many brands’ marketing strategies.

 

Why Influencer Marketing Works. 

Influencer marketing has become a popular marketing strategy because it leverages the psychology of social proof, trust, and authenticity to drive sales and brand loyalty. 

Social Proof

Social proof is the idea that people are more likely to follow the actions of others when making decisions. In the case of influencer marketing, when an influencer promotes a product, their followers are more likely to trust and try that product. This is because the influencer serves as social proof, indicating that the product is valuable and worth trying.

Trust 

Influencers can build trust with their followers over time by consistently providing value and building relationships. This trust is important because it allows the influencer to promote products that feel authentic and genuine rather than pushy or salesy.

Authenticity

Influencers can create a sense of authenticity in their content by sharing their personal experiences and opinions. This authenticity is essential because it allows the influencer to connect with their followers on a deeper level, and build a sense of community around shared values and interests.

The influencer marketing industry is estimated to be worth $15 billion and is expected to grow to $84 billion by 2028, a clear indication of its effectiveness. 

The power of influencer marketing lies in its ability to tap into the psychology of social proof, trust, and authenticity and create a sense of community around shared values and interests. By partnering with the right influencers, brands can drive sales, boost brand awareness, and create a loyal customer base.

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Identifying the Right Influencers. 

When it comes to influencer marketing, it’s essential to find the right influencers for your brand and product. Choosing the right influencer can make all the difference in the success of your campaign. 

Here’s why it’s important to identify the right influencers and some tips for how to do so.

  • Audience Relevance: Audience relevance is one of the most important factors to consider when choosing influencers. You want to ensure the influencer’s audience fits your brand and product well. This means looking at factors like the influencer’s follower demographics, interests, and values.
  • Engagement Rates: Engagement rates are another essential factor when choosing influencers. High engagement rates indicate that the influencer’s followers actively engage with their content, meaning your brand’s message is more likely to be seen and heard.
  • Brand Alignment: It’s important to consider how the influencer aligns with your brand’s values and message. Choosing an influencer who shares similar values and aesthetics as your brand can help to create a more authentic and effective campaign.

In the UK, the beauty brand Glossier has also successfully identified the right influencers. The brand has worked with a range of beauty influencers who align with its message of natural, effortless beauty. This has helped the brand to build a loyal following and achieve massive success in the UK market.

Identifying the right influencers is crucial to the success of your influencer marketing campaign. By considering factors like audience relevance, engagement rates, and brand alignment, you can choose influencers who are more likely to connect with your target audience and drive results for your brand.

Creating an Influencer Marketing Campaign

Once you’ve identified the right influencers for your brand and product, developing a successful influencer marketing campaign is next. Here’s how to do it:

  1. Create a Clear Message: The first step in creating an effective influencer marketing campaign is to create a clear and compelling message. This message should align with your brand values and goals and resonate with the influencer’s audience.
  2. Set Goals and Metrics: Next, you’ll want to set clear goals and metrics for your campaign. This could include things like increasing brand awareness, driving website traffic, or boosting sales. By setting clear goals and metrics, you’ll be able to measure the success of your campaign and make adjustments as needed.
  3. Provide Guidelines and Content: It’s also vital to provide influencers with clear guidelines and content to share. This could include things like product photos, videos, or copy. By providing influencers with these assets, you’ll be able to ensure that the message is consistent and on-brand.

Clothing brand PrettyLittleThing launched an influencer marketing campaign to promote its festival line. The brand worked with various influencers attending music festivals that summer, creating a clear and consistent message around festival fashion. The campaign was a huge success, with PrettyLittleThing reporting a 15% increase in sales during the festival season.

Creating a successful influencer marketing campaign requires a clear message, clear goals and metrics, and clear guidelines and content for influencers to share. By following these steps, you can develop a campaign that resonates with your target audience and drives results for your brand.

Measuring the Success of Your Influencer Marketing Campaign

Measuring the success of your influencer marketing campaign is crucial to understanding what’s working and what’s not. By tracking key metrics, you’ll be able to see how your campaign is performing and make adjustments as needed. Here’s what to track:

  • Engagement Rates: Engagement rates are one of the most important metrics to track in an influencer marketing campaign. This includes things like likes, comments, and shares. High engagement rates indicate that the influencer’s followers actively engage with the content and are more likely to take action.
  • Click-Through Rates: Click-through rates are another important metric to track. This measures how many people clicked on a link in the influencer’s content and visited your website. High click-through rates indicate that the influencer’s followers are interested in your product and are more likely to become customers.
  • Conversion Rates: Conversion rates are the ultimate metric to track, as they measure how many people who clicked through to your website actually made a purchase. By tracking conversion rates, you’ll see how effectively your influencer marketing campaign drives sales and revenue.

It’s important to track these metrics consistently throughout your campaign and to make adjustments as needed. For example, if you’re not seeing the engagement rates you were hoping for, you may need to adjust your message or content to resonate better with the influencer’s audience.

Measuring the success of your influencer marketing campaign is crucial to understanding what’s working and what’s not. By tracking metrics like engagement, click-through, and conversion rates, you’ll see how effective your campaign is at driving sales and revenue. This will allow you to adjust as needed and ensure that your campaign delivers the results you need to achieve your business goals.

Legal Considerations

When working with influencers, ensuring that your campaign complies with relevant laws and regulations is important. In the US, the Federal Trade Commission (FTC) has issued guidelines for influencer marketing, requiring influencers to disclose sponsored content. This means influencers must clearly state when they are being paid or compensated to promote a product. Failure to comply with these guidelines can result in legal repercussions for the brand and the influencer.

In addition to following disclosure guidelines, brands should also ensure that they have clear contracts with influencers that outline the terms of the partnership, including payment, deliverables, and any exclusivity clauses.

Micro-Influencers

While many brands focus on partnering with macro-influencers with millions of followers, micro-influencers with smaller, more niche followings can be just as effective. Studies have shown that micro-influencers often have higher engagement rates and can be more cost-effective than macro-influencers.

Influencer Platforms

Various influencer platforms and tools are available to help brands find and work with influencers. These platforms can simplify the influencer marketing process, providing access to a wide range of influencers and tools for managing partnerships and tracking metrics.

One popular influencer platform is AspireIQ, which allows brands to easily search for influencers based on factors like audience demographics and engagement rates. The platform also provides tools for managing partnerships and tracking metrics like engagement and sales.

Influencer Marketing Trends

Finally, staying up-to-date on the latest influencer marketing trends and predictions can help brands stay ahead of the curve and create more effective campaigns. Some of the latest trends in influencer marketing include:

  • The rise of TikTok influencers: As TikTok continues to grow in popularity, brands are partnering with influencers on the platform to reach a younger audience.
  • The focus on authenticity: Consumers are becoming increasingly wary of inauthentic or forced influencer partnerships, and brands are responding by focusing on more genuine, long-term relationships with influencers.
  • The shift towards performance-based metrics: Brands are increasingly focused on measuring the ROI of influencer marketing campaigns and are using metrics like conversion rates and sales to evaluate the effectiveness of their campaigns.

Keeping up with these trends and others can help brands create more effective influencer marketing campaigns and stay ahead of the competition.

The role of Market Research in Influencer Marketing

Market research is a critical component of any successful influencer marketing campaign. By conducting thorough research, product marketing managers can gain insights into their target audience, identify the right influencers to partner with, and track the success of their campaign. Here’s a closer look at the role of market research in influencer marketing:

Before the Campaign

Before launching an influencer marketing campaign, it’s essential to conduct market research to identify your target audience and the influencers who are most likely to resonate with that audience. This could include analyzing audience demographics, social media behavior, and content preferences and conducting surveys and focus groups to gain deeper insights.

During the Campaign

Market research can also be valuable during the course of an influencer marketing campaign, as it allows you to track metrics like engagement rates, click-through rates, and conversion rates. This data can be used to adjust your campaign in real time, improving its effectiveness and ensuring you get the best ROI possible.

Post Campaign

After the campaign has concluded, market research can be used to evaluate its success and identify areas for improvement. This could include analyzing data on sales, brand awareness, and customer loyalty, as well as conducting surveys and focus groups to gain feedback from customers and influencers.

Who doesn’t want to learn from their hero? Nike celebrates their influencers and showcases them as inspirations. Their top posts featured the likes of Cristiano Ronaldo, Roger Federer, Rafael Nadal, and artists like Kendrick Lamar, Travis Scott, and Kevin Hart. According to Swaymap, over 1000 influencers tag @nike on Instagram each month. Nike has successfully used market research to inform its influencer marketing campaign is Nike. The company researched its target audience extensively and identified a group of influential sneakerheads on social media. Nike then partnered with these influencers to create content around its new product releases, significantly increasing sales and brand awareness.

Market research plays a critical role in influencer marketing, helping product marketing managers identify their target audience, choose the right influencers, and track the success of their campaign. By conducting thorough research before, during, and after the campaign, brands can ensure they get the best ROI possible and build a loyal customer base.

Influencer marketing is a powerful tool for product marketing managers and marketing executives looking to promote their products and build a loyal customer base. By partnering with the right influencers, creating a clear and compelling message, and tracking metrics throughout the campaign, brands can tap into the psychology of social proof and authenticity to connect with their target audience and achieve their business goals.

Key takeaways from this article include:

  • The importance of identifying the right influencers.
  • Creating a clear message.
  • Measuring the success of the campaign.
  • Leveraging market research to inform the campaign at every stage. 

Following these best practices, brands can create influencer marketing campaigns that drive sales, boost brand awareness, and build a loyal customer base.

Influencer marketing is an exciting and rapidly growing area of marketing with the potential to drive significant business results. By following the best practices outlined in this article, product marketing managers and marketing executives can successfully leverage the power of influencer marketing to promote their products and build a strong brand.

At Kadence International, we specialise in market research and can help you gain the insights you need to create a successful influencer marketing campaign. Contact us today to learn more about our services and how we can help you take your marketing strategy to the next level.

The importance of surveys in market research cannot be understated. Surveys help businesses understand customer needs and preferences, develop new products and potential target markets, and track trends in customer behaviour. Surveys enable companies to make decisions based on hard data rather than speculation or anecdotal information by gathering data from various sources, such as customers and market experts. 

Surveys can be classified broadly into online, offline, and field surveys. Different types of surveys can be used in market research, including telephone interviews, focus groups, online polls, and mail-in surveys. Each type of survey has its unique benefits.

Online surveys include:

  • Questionnaires sent out via email or the web.
  • SMS and web surveys.
  • Interviews over the phone.
  • On-site computer-assisted surveys.

Offline surveys involve traditional paper-based surveys, personal and non-personal interviews, and telephone and in-person surveys. Field surveys include gathering data through direct observation.

Since 2011, the market research industry has undergone a massive shift with the increased adoption of mobile research, as the challenges of high cost and limited reach have been overcome. As more sophisticated technology became more accessible, combined with an increasingly widespread penetration of smartphones, the research potential of mobile became evident. With the power to gather in-the-moment insights that could not be attained by in-person, telephone, or online research, businesses have been presented with a unique opportunity to obtain actionable consumer data with creative means.

Mobile devices’ unparalleled convenience and immediacy have seen a vast increase in consumer usage, surpassing PCs, high-speed internet, and even television. It is estimated that over 92 percent of Americans possess a mobile device, and 52 percent are smartphones equipped with geolocation technology.

Market researchers now have unparalleled access to consumers. They can collect on-the-go feedback about their experience with products, services, and events in real-time rather than at a later date.

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Geofencing technology makes this access possible, creating virtual fences around specific geographic locations, from entire city blocks to individual retail stores. When a smartphone detects one of these fences being crossed, notifications such as surveys, real-time deals, or other incentives are triggered. While technical limitations exist in the accuracy of a smartphone’s location determination, researchers can still take advantage of geofencing and its corresponding insights, such as on-site quality audits, product awareness, and out-of-home advertisement effectiveness.

What are geofencing surveys?

Geofencing surveys are an example of a field survey that uses technology and geography to determine how potential customers interact with certain areas of interest. The technology allows businesses to identify potential customers within a defined area and observe how they interact with products, services, and physical locations.

Examples of geofencing surveys include:

  • Capturing foot traffic data around retail outlets.
  • Determining the movement of customers to an event.
  • Gauging response to campaigns.

These surveys can also give businesses valuable information, such as who the customers are, when and where they shop, what interests them, and which products are gaining the most attention.

What are in-person intercept surveys?

In-person intercept surveys are a form of market research in which surveys are administered in person to a large group of people. Generally conducted at stores, public spaces, and trade shows, this survey can provide valuable feedback from customers who are present at the moment. Examples of in-person intercept surveys include exit polls and customer opinion surveys.

Limitations of in-person intercept surveys. 

The drawbacks of in-person intercept surveys include:

  • High recruitment costs.
  • Data accuracy concerns due to reliance on self-report methods.
  • Limited accessibility to hard-to-reach groups.
  • Time-consuming data collection.
  • Difficulty obtaining reliable response rates.

In-person intercept surveys also require the participants to provide a large amount of personal information to complete the survey, which can cause respondents to be hesitant to answer specific questions and decrease overall survey completion rates. Additionally, it can be challenging to make the in-person surveys accessible to a wide range of populations, as location, language or even comfort level can be a factor. 

Furthermore, collecting in-person data may present potential risks of data manipulation or divulging sensitive information. All these factors should be considered when utilizing in-person intercept surveys as a research methodology.

The benefits of geofencing surveys over in-person intercept surveys.

Geo-fencing surveys are beginning to eliminate the need for in-person intercept surveys because they offer more precise and actionable data in a shorter time. Furthermore, geo-fencing surveys allow businesses to capture larger samples, covering multiple geographic locations. Brands can utilise global positioning systems (GPS), beacons, and Radio Frequency Identification (RFID) to conduct geofencing surveys.

The benefits of geofencing surveys include accuracy in measuring customers’ activities, cost savings, and increased speed in obtaining results. These surveys also provide access to granular and precise customer data that can inform a business’ decisions regarding sales, product placement, and other marketing strategies.

Here are some of the top applications of how geofencing is advancing mobile market research:

Effectiveness of Out-of-home Ads. 

With the use of geofencing, market researchers can ascertain the presence of consumers nearby and potentially exposed to out-of-home ads. By placing geofences around specified businesses, brands can more effectively evaluate the impact of advertisements by measuring the store visits of exposed individuals compared to those not exposed.

Acquiring Real-time Responses. 

Whether it’s a shopping spree at a retail store or attending a concert, getting feedback as soon as the experience happens is crucial. Geofencing permits researchers to trigger a notification as someone enters or exits an area and to invite them to answer a few inquiries while the event is still recent in their memory.

Tracking Behaviour. 

Geofencing can trace store visits, time on-site, and other significant metrics for retailers and advertisers. By merging this with other obtained data (i.e., browsing and buying activities), geofencing can help establish the actual influence of out-of-home ad exposure.

Catching shoppers at the right place. 

Aside from having the ability to select and steer consumers to a particular place proactively, researchers can intercept natural shoppers while they go about their usual consumer habits in and around retail establishments worldwide. Shoppers can be quickly included in a survey, furnishing metrics such as ease of finding a product, store ad efficiency, consumer intent to buy, and more. The information gathered within the geofence serves as a store intercept.

Field Surveys. 

As an alternative to physical field surveys, when a respondent is leaving a mall or movie theatre, with geofencing, researchers can recognise and ping respondents to take part in a specific action as soon as they leave the place, making this a much more practical solution for collecting valuable insights.

Competitor Analysis. 

By setting geofences around the locations of a firm’s rivals, researchers can gain data to understand what factors motivated someone to visit one shop rather than another. This can aid competitive analysis studies.

Avoiding Battery Drain. 

Most discussions on mobile optimisation generally focus on responsive design and tailored content. However, as brands continue to explore and invest more in mobile, ‘battery drain’ is one of the most critical problems that could make or break the experience overall, especially in the market research sector.

Any application that uses a device’s location will cause the battery to drain more rapidly. The more regularly the application searches for the location, the more battery life it will exhaust. No one is more conscious of this than the mobile carriers themselves. Recently, Verizon issued a warning to its customers about high-risk apps. We can anticipate similar notifications to grow in number as more apps involve battery-draining geolocation technology.

As firms develop research applications quickly to cater to the most recent advancements in mobile, it becomes essential to ensure quality. Before running a geofencing project, ask the technology provider what measures they have taken (if any) to preserve battery life, and personally download their app to try it out. If applications are draining batteries, this may significantly compromise the research quality. It is the responsibility of the industry to guarantee a good experience for all respondents, no matter the device.

A Richer Experience. 

Mobile market research is merging the distinctions between qualitative and quantitative methodologies. Thanks to ubiquitous cameras and microphones, most mobile devices permit customers to deliver feedback in their own words. Researchers can now generate a more immersive user experience by constructing barcode scanning, picture, video, and audio functions into their surveys. The rapid uptake of mobile applications that promote the use of cameras and photo-sharing (i.e., Instagram) proves that customers are at ease when they snap a picture for surveys, regardless of whether they’re in a store or the comfort of their home.

By merging geofencing technology with multimedia features, researchers will have real-time access to audiences. 

However, like the introduction of any new technology, researchers and project management teams need to be familiar with a respondent’s interaction and usage of a smartphone. With this understanding, they can set practical expectations, accurately target relevant audiences, and motivate higher participation rates. Ultimately, this should lead to more accurate and insightful data.

The future of geofencing surveys. 

Geofencing surveys will evolve in the future. Brands can look forward to gaining more insights about customer behaviour, targeting, and personalisation, providing more effective marketing strategies. Moreover, with more sophisticated analytics and tracking technology, geofencing surveys will continue to offer valuable and timely insights.

Ethnographic research is a qualitative research method that systematically studies social and cultural phenomena within their natural contexts. It involves observing and recording human behaviour, practices, and beliefs, often through immersion in the field, participation in activities, and in-depth interviews with participants. Ethnography aims to understand the experiences, perspectives, and culture of the people being studied.

Ethnography has origins in the early 20th century as part of the discipline of anthropology. One of its earliest forms can be traced back to the work of French anthropologist Marcel Mauss, who conducted fieldwork in the French Pacific islands in the early 1900s. However, it is widely considered that the British social anthropologist Bronisław Malinowski, who conducted fieldwork in the Trobriand Islands of Melanesia from 1915 to 1917, is the father of modern ethnography.

Ethnographic research is also known as fieldwork, cultural anthropology, or social anthropology. The method has since been used in a variety of other fields, including sociology, psychology, education, and marketing, to name a few.

Ethnography can provide insights into customers’ motivations, behaviours, attitudes, and beliefs, which can be used to inform the development of new products and services and improve the user experience. Some of the main features of ethnographic research include the following:

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  1. Observation: Ethnography typically involves observing participants in their natural settings rather than relying solely on self-reported data.
  2. Interaction: Ethnographic research often involves interacting with participants through structured interviews or informal conversations and observations.
  3. Immersion: Ethnographic researchers often immerse themselves in the culture, community, or market segment they are studying to gain a deeper understanding of the context in which the participants operate.
  4. Long-term commitment: Ethnographic research is often a long-term commitment, as researchers may need to spend several weeks or even months in the field to gain a comprehensive understanding of the culture, community, or market segment they are studying.
  5. Multimodal data collection: Ethnographic research typically involves collecting data from various sources, including observation, interviews, and artifact analysis, to gain a complete picture of the culture, community, or market segment.

How do brands use ethnographic research in their business?

Brands use ethnography to understand their target customers and their behaviour, attitudes, and beliefs. Ethnographic research provides insight into the cultural and social context in which customers live and work, allowing brands to develop products and services that meet their specific needs and preferences.

Some specific ways that brands use ethnographic research include:

  • Product development: Brands can use ethnography to understand how customers use their products in real-life settings, identify pain points and areas for improvement, and develop new products that better meet customers’ needs.
  • Customer segmentation: Ethnographic research can help brands understand their customers deeper, including their values, beliefs, and behaviours. This information can segment customers into groups with similar needs and characteristics, allowing brands to tailor their offerings and marketing efforts accordingly.
  • Brand positioning: Ethnographic research can provide insight into how customers perceive a brand and how it fits into their lives. This information can be used to develop a brand positioning strategy that resonates with customers and sets the brand apart from competitors.
  • Marketing and advertising: Brands can use ethnography to understand how customers respond to different marketing and advertising messages. This allows them to develop campaigns that effectively reach and engage with their target audience.

Ethnography can help brands achieve a range of strategic outcomes, including:

  1. Improved understanding of target audience: Ethnographic research provides a deep and nuanced understanding of the attitudes, behaviours, and experiences of target audiences, which can help brands tailor their products, services, and marketing strategies more effectively to meet the needs and desires of their customers.
  2. Better product design: By observing and understanding how target audiences use and engage with products and services, brands can identify areas for improvement and design products that better meet the needs of their customers.
  3. Enhanced brand awareness and loyalty: By demonstrating a deep understanding of target audiences and a commitment to meeting their needs, brands can build stronger relationships with customers and enhance their brand awareness and loyalty.
  4. Increased market share: By using ethnographic research to understand the needs and desires of target audiences, brands can differentiate themselves from competitors and capture a larger market share.
  5. Improved marketing strategies: By understanding the motivations and attitudes of target audiences, brands can develop more effective marketing strategies that resonate with their customers and drive greater engagement and conversion.
  6. New business opportunities: Ethnographic research can reveal new opportunities for growth and innovation by identifying untapped market segments, new customer needs, or emerging trends in the market.

What are the negatives of ethnography in market research?

While ethnographic research has many benefits, there are also some limitations and potential negatives that should be considered:

  • Time-consuming and resource-intensive: Ethnographic research often requires long periods in the field, conducting observations and interviews, which can be both time-consuming and resource-intensive.
  • Observer bias: Ethnographic researchers may bring their own biases and perspectives to the study, potentially influencing their observations and conclusions.
  • Limited generalisability: Ethnographic research provides a deep understanding of the experiences and perspectives of a particular group or culture, but it may not be possible to generalise these findings to other groups or cultures.
  • Ethical concerns: Ethnographic research often involves collecting sensitive and personal information from participants, which can raise ethical concerns around privacy and informed consent.
  • Difficult to quantify: Ethnographic research often relies on qualitative data, such as observations and interviews, which can be challenging to quantify and compare to other research methods.
  • Potential for researcher bias: The researcher’s personal experiences and preconceptions may affect their interpretation of the data.

What are the steps taken when conducting ethnographic research?

The steps involved in conducting ethnographic research can vary depending on the research question, the setting, and the research methods used, but typically include the following:

Step 1 – Defining the research question: Researchers start by defining the research question or problem they aim to address through ethnographic research.

Step 2 – Selecting the setting and participants: Researchers then select the location or environment where the research will be conducted and the participants who will be studied. This may involve identifying a community, group, or culture relevant to the research question.

Step 3 – Gaining access to the setting and participants: Researchers then need to gain access to the location and participants, which may involve establishing relationships with key individuals or organisations, obtaining permission to conduct research, and negotiating ethical considerations.

Step 4 – Conducting observations: Researchers then spend time in the field observing the activities, behaviours, and interactions of the participants, taking detailed field notes and documenting their observations.

Step 5 – Conducting in-depth interviews: In addition to observations, ethnographic research often involves conducting in-depth interviews with participants to gain a deeper understanding of their experiences and perspectives.

Step 6 – Analyzing the data: Once the data have been collected, market researchers then analyse the data to identify patterns, themes, and relationships. This may involve coding the data, identifying categories and themes, and making connections between the data and the research question.

Step 6 – Reporting the results: Finally, researchers report the results of the ethnographic research, typically in the form of a written report. This may involve presenting the findings, discussing the implications of the results, and making recommendations for future research.

What is a typical timeline for conducting ethnographic research?

The timeline for conducting ethnographic research can vary widely depending on the scope and complexity of the study, as well as the resources and funding available. However, a typical timeline for ethnographic research may look like this:

  • Planning and preparation (1-3 months): Researchers plan and prepare for the ethnographic study, including defining the research question, selecting the setting and participants, and obtaining ethical approval.
  • Data collection (3-12 months): Researchers spend time in the field collecting data through observations and in-depth interviews. This stage can last anywhere from several weeks to several months, depending on the complexity of the study.
  • Data analysis (1-3 months): Researchers analyse the data collected during the data collection stage, identifying patterns, themes, and relationships.
  • Writing and reporting (1-3 months): Researchers write the results of the ethnographic study and prepare a report.
  • Dissemination (ongoing): Researchers may present the results of the ethnographic study at conferences or workshops or share the findings with stakeholders or participants.

Some ethnographic studies may be completed in a few months, while others may take several years. The key is to plan the timeline carefully and to allocate sufficient resources and funding to ensure the study is completed effectively.

How can researchers limit research bias when conducting ethnographic research?

Overall, the goal is to be transparent and explicit about the research process, to be aware of personal biases and preconceptions, and to use multiple data sources and evidence-based methods to analyse the data. By being mindful of these strategies, researchers can increase the validity and reliability of the findings and reduce the potential for research bias in ethnographic research. There are several strategies that researchers can use to limit research bias when conducting ethnographic research, including:

  1. Triangulation: Using multiple data sources, such as observations, interviews, and documentary sources, can help reduce the influence of researcher bias and increase the credibility of the findings.
  2. Reflexivity: Researchers can be mindful of their own experiences, perspectives, and preconceptions and reflect on how these may influence their observations and interpretations. Keeping a reflexive diary or journal can be a helpful tool for this process.
  3. Member checking: Researchers can involve participants in the research process by sharing findings and seeking feedback, which can help validate the findings and reduce the influence of researcher bias.
  4. Peer review: Researchers can share their findings and methods with other experts in the field for review and critique, which can help identify and address any biases or limitations in the research.
  5. Evidence-based analysis: Researchers can use systematic, evidence-based methods to analyse the data, such as coding and categorising the data and using statistical techniques to test hypotheses.
  6. Cultural sensitivity: Researchers should be culturally sensitive when conducting ethnographic research, and be mindful of the potential influence of cultural differences on their observations and interpretations.
  7. Collaboration: Researchers can collaborate with members of the community or culture, increasing the credibility of the findings and reducing the influence of researcher bias.

Can ethnography be conducted across multiple countries, languages, and regions, or is it specific to one culture or region?

Ethnographic research can be conducted across multiple countries, languages, and regions. Many ethnographic studies are designed to be cross-cultural, looking at how different cultures or communities experience and understand similar social, cultural, or economic issues. However, conducting ethnographic research across multiple countries, languages, and regions can be challenging and requires careful planning and preparation.

Some of the main challenges of cross-cultural ethnography include the following:

  • Language barriers: Researchers may need to hire interpreters or be able to speak the language of the participants to conduct effective interviews and observations.
  • Cultural differences: Researchers need to be aware of how they may influence their observations and interpretations.
  • Logistical challenges: Conducting ethnographic research in multiple countries or regions can be logistically challenging, requiring travel, visas, and a flexible research schedule.
  • Sampling and recruitment: Recruiting participants in multiple countries or regions can be difficult and may require using different sampling strategies, such as snowball sampling or purposive sampling.

Despite these challenges, cross-cultural ethnography can be extremely valuable, providing a rich and nuanced understanding of how different cultures and communities experience and understand similar issues. To overcome these challenges, researchers should carefully plan their study, allocate sufficient resources, and be mindful of the cultural and linguistic context in which they work.

How can brands ensure they get a good sampling of respondents in an ethnographic research study?

Obtaining a good sample of participants is an essential aspect of ethnographic research, as it can affect the validity and generalisability of the findings. 

It’s important to note that different sampling methods may be appropriate for different stages of the research, and researchers may use a combination of techniques to obtain a representative sample of participants. The choice of sampling method will depend on the research question, the resources available, and the study’s goals.

Overall, obtaining a good sample of participants is essential for the validity and generalisability of the findings in ethnographic research. Researchers should carefully consider their sampling strategy, allocate sufficient resources for recruiting participants, and be transparent about their methods for recruiting and selecting participants. 

Brands can ensure they get a good sampling of participants by following these strategies:

  1. Purposeful sampling: Researchers can use purposeful sampling to select participants based on specific criteria, such as age, gender, or occupation, to obtain a sample that is representative of the population of interest.
  2. Snowball sampling: Researchers can use snowball sampling, where participants refer others who meet the criteria for participation, to recruit participants who may be difficult to reach through other means.
  3. Maximum variation sampling: Researchers can use maximum variation sampling to select participants who represent a range of perspectives and experiences within the population of interest.
  4. Theoretical sampling: Researchers can use theoretical sampling, where participants are selected based on the theory being tested, to obtain a sample representative of the studied theoretical construct.
  5. Convenience sampling: Researchers can use convenience sampling, where participants are selected because they are easily accessible, to obtain a quick and low-cost sample of participants.

What types of questions are asked during an ethnographic research study?

In ethnographic research, it’s important to observe participants in their natural environment and to use other research methods, such as participant observation and document analysis, in addition to asking questions. This allows researchers to gather a comprehensive understanding of the experiences and perspectives of participants. In an ethnographic research study, researchers typically ask various questions to understand participants’ experiences, perspectives, and behaviours. These questions may include the following:

  1. Open-ended questions: Open-ended questions, such as “What do you think about…?” or “Can you describe a typical day for you?” allow participants to express their thoughts and experiences in their own words and can provide rich and detailed information about the participant’s perspective.
  2. Probing questions: Probing questions, such as “Can you tell me more about that?” or “What makes you say that?” can encourage participants to elaborate on their answers and provide more in-depth information about their experiences.
  3. Contextual questions: Contextual questions, such as “What do you like about your neighbourhood?” or “How does your job affect your daily life?” can provide information about the participant’s context and help researchers understand how their experiences and behaviours are influenced by their environment.
  4. Direct questions: Direct questions, such as “Do you feel that…?” or “Have you experienced…?” can provide more concrete information about participants’ experiences and behaviours.
  5. Follow-up questions: Follow-up questions, such as “Why do you think that is?” or “What makes you feel that way?” can be used to explore participants’ responses further and gain a deeper understanding of their perspectives.

How do market researchers ensure they get good and relevant information from a field study or ethnographic research?

Market researchers should be mindful of the limitations and biases inherent in ethnographic research. They should strive to collect high-quality, relevant information by using a combination of research methods, carefully selecting participants, and using a structured approach to data collection. Ensuring that the information obtained from a field study or ethnographic research is robust and relevant is crucial for the study’s success. Here are some strategies that market researchers can use to achieve this:

  • Clearly define the research objective: A clear understanding of the research objective can help researchers determine the types of information they need to collect and how they can collect it.
  • Use multiple methods: Combining different research methods, such as participant observation, in-depth interviews, and document analysis, can provide a more comprehensive understanding of the phenomenon being studied.
  • Choose the right participants: Selecting participants who are representative of the population of interest and have relevant experiences and perspectives can help ensure that the information collected is relevant and valuable.
  • Develop a rapport with participants: Building a rapport with participants can help them feel more comfortable sharing their experiences and perspectives, leading to more accurate and valuable information being collected.
  • Ask open-ended questions: Asking open-ended questions that encourage participants to share their experiences and perspectives in their own words can provide valuable insights into their behaviour and experiences.
  • Use a structured approach: Using a structured approach to data collection, such as using a standardised questionnaire or following a consistent interview guide, can help ensure that the information collected is consistent and comparable across participants.
  • Consider cultural and linguistic differences: When conducting field studies or ethnographic research in multiple countries, regions, or with participants from different cultures, it’s important to be aware of cultural and linguistic differences and to adapt the research methods accordingly.
  • Triangulate data: Triangulating data, or using multiple sources of information to validate findings, can help ensure that the information collected is accurate and reliable.

How do you calculate a statistically viable sample in an ethnographic research project?

Calculating a statistically viable sample in an ethnographic research project can be challenging. The sample size required may vary depending on the research design, the population of interest, and the detail required in the analysis. 

It’s recommended that the sample size in ethnographic research projects be larger than in other types of research, as ethnographic research is often more qualitative and may not rely on statistical analysis. The sample size should also be large enough to ensure that the study results are meaningful and can be generalised to the population of interest.

In general, a statistically viable sample size in ethnographic research is typically determined based on the following factors:

  1. Representativeness: The sample size should be large enough to ensure that the participants represent the population of interest. For example, if the population of interest is a specific demographic group, the sample size should be large enough to ensure that participants from that group are adequately represented.
  2. Statistical power: The sample size should be large enough to ensure that the study results have sufficient statistical power. This means that the study has a high probability of detecting a meaningful difference between the groups being compared if one exists.
  3. Precision of estimates: The sample size should be large enough to ensure that the estimates generated from the study are precise. This means that the estimates are accurate and have a low level of variability.
  4. Type of analysis: The sample size will also depend on the type of analysis being performed. For example, suppose the study uses regression analysis to examine the relationship between two variables. In that case, a larger sample size may be required compared to a study that simply describes the distribution of a single variable.

It’s also important to note that sample size is just one aspect of determining the statistical viability of a study. Other factors, such as the quality of the data, the validity of the measurement instruments, and the rigour of the research design, also play a role in ensuring that the results of an ethnographic research study are statistically viable.

How is the information recorded in an ethnographic research project? How are respondents or participants typically remunerated?

In ethnographic research projects, the information is typically recorded in various ways, depending on the research design and the study’s goals. Here are some common methods of recording information in ethnographic research:

  • Field notes: Field notes are a written record of observations, thoughts, and insights collected during the study. They may include descriptions of the physical environment, interactions between participants, and observations about the behaviour and attitudes of participants.
  • Audio or video recordings: Audio or video recordings can provide a rich data source for ethnographic research, as they capture the nuances of participant interactions and behaviours that may be missed in written field notes.
  • Photographic records: Photographic records, such as photographs or videos, can provide a visual representation of the study environment and the behaviours and attitudes of participants.
  • Interview transcripts: Interview transcripts are a written record of the questions and answers from in-depth interviews with participants. They can provide valuable insights into participant attitudes and behaviours.

The method of remuneration used will depend on the study’s goals, the population of interest, and the resources available for the study. It’s essential for the researcher to consider the ethical implications of the chosen method of remuneration and to ensure that participants are informed of the terms of their participation before the study begins.

The way that respondents or participants are typically remunerated include the following: 

  • Cash incentives: Participants may be offered a cash incentive for participating in the study, such as a payment for their time or a gift card.
  • Non-monetary incentives: Non-monetary incentives, such as a free product or service, may be offered to participants in exchange for their participation in the study.
  • No remuneration: In some cases, participants may be willing to participate in the study without compensation.

Is ethnographic research always conducted in the field, or can it be conducted online via a conference call?

Ethnographic research can be conducted in a variety of settings, including both in the field and online. While traditional ethnographic research typically involves spending time observing and interacting with participants in the study environment, online ethnographic research is becoming increasingly popular as technology has made it easier to connect virtually with participants.

While online ethnographic research has the advantage of being able to reach a broader and more diverse range of participants, it also has some limitations compared to traditional in-person ethnographic research. For example, online ethnographic research may not capture the richness and complexity of in-person interactions and may be subject to biases and limitations of online platforms and technologies.

Online ethnographic research methods can include:

  1. Virtual observation: Researchers can observe participants in their natural online environment, such as social media platforms or online forums.
  2. Video conferencing: Researchers can conduct in-depth interviews or focus groups with participants via video conferencing platforms.
  3. Online surveys: Researchers can collect participants’ data via surveys or questionnaires.
  4. Remote observation: Researchers can use remote monitoring technologies, such as wearable devices, to collect data from participants.

In general, researchers should consider the best methods for conducting ethnographic research based on the study’s goals, the population of interest, and the resources available for the study. They may use a combination of online and in-person methods to maximise the strengths and minimise the limitations of each approach.

Once data is collected from several audiences or markets during ethnographic research, what examples of comparisons or analysis should a researcher consider?

By comparing and analyzing data from multiple audiences or markets, researchers can gain a deeper and more nuanced understanding of the market or product in question. They can make more informed decisions about product development, marketing, and sales strategies.

Once data is collected from several audiences or markets during an ethnographic research project, the researcher has a wealth of information to analyse and compare. Here are some examples of comparisons and analyses that a researcher might consider:

  • Demographic comparisons: Researchers can compare data across different demographic groups, such as age, gender, income, and education, to understand how different population segments experience the market or product in question.
  • Cultural comparisons: Researchers can compare data across different cultural groups to understand how cultural values and beliefs influence how participants experience the market or product.
  • Behavioural comparisons: Researchers can compare behaviours, such as purchasing patterns or usage habits, to understand how different groups of participants use and engage with the market or product.
  • Attitudinal comparisons: Researchers can compare attitudes, such as perceptions, beliefs, and preferences, to understand how different groups of participants feel about the market or product.
  • Geographic comparisons: Researchers can compare data across different geographic locations to understand how regional factors, such as climate, urbanisation, and access to resources, influence how participants experience the market or product.
  • Trend analysis: Researchers can analyse trends over time to understand how attitudes, behaviours, and experiences change and evolve.
  • Thematic analysis: Researchers can identify and analyse recurring themes in the data to gain a deeper understanding of participants’ underlying motivations, attitudes, and experiences.

What are the benefits of hiring a market research agency to conduct an ethnographic study?

The pros of hiring a market research agency to conduct an ethnographic research study include the following:

  1. Expertise and experience: Market research agencies have specialised expertise and experience in conducting ethnographic research, which can help ensure that the study is conducted effectively and efficiently.
  2. Objectivity: Market research agencies are independent of the brand and can provide an objective perspective on the research findings, which can be valuable for brands looking to make informed decisions about their products and services.
  3. Access to resources: Market research agencies have access to a range of resources, including research software, data analysis tools, and a large pool of participants, which can help to improve the quality and accuracy of the research findings.
  4. Cost-effectiveness: Appointing a market research agency can be more cost-effective than conducting the research in-house, as the agency can leverage its existing resources and expertise to complete the research more quickly and efficiently.
  5. Independence: By hiring a market research agency, brands can ensure that the research findings are independent and unbiased, increasing the credibility of the research results and helping build trust with stakeholders.

Social listening in market research refers to the process of monitoring and analyzing conversations and mentions of a brand or product on social media platforms. It allows companies to understand consumer sentiment, identify trends and opportunities, and track the performance of their marketing campaigns. 

Social listening is also known as social media monitoring or online reputation management. The responsibility for social listening typically falls under the purview of the marketing or customer service department within an organisation. 

Many types of brands use social listening, including consumer goods, retail, technology, and healthcare. 

The history of social listening can be traced back to the early days of social media, with the term’s first use dating back to the mid-2000s. 

Why should brands care what people are saying about them online?

Brands should care about their online reputations because what is said about them online can significantly impact their business. 

A positive online reputation can lead to increased brand awareness and customer loyalty, ultimately driving sales. On the other hand, a negative online reputation can lead to a loss of customers and harm the brand image and the bottom line.

Social listening can be a powerful tool for protecting and managing a brand’s online reputation. By monitoring what is being said about the brand on social media and other online platforms, brands can identify potential issues early on and take steps to address them before they escalate.

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One example of how brand damage could have been avoided through better social listening is the case of United Airlines. In 2017, a video of a passenger being forcibly removed from one of United’s flights went viral on social media. The incident caused a significant backlash against the airline, and the company’s stock price dropped as a result. Had United been monitoring social media more closely, they could have identified the issue and responded more quickly, potentially mitigating some of the damage to the company’s reputation.

Another example is Nestle. In 2010, Nestle was hit by a consumer boycott and negative media coverage after Greenpeace accused the company of using palm oil linked to the destruction of rainforests. Nestle’s social listening process was not robust enough to detect the issue, it took Nestle almost two weeks to respond to the crisis, which already had a considerable impact on the brand’s reputation. Had Nestle been more proactive in monitoring social media, it could have quickly identified the issue and taken steps to mitigate the damage.

What steps should be followed in social listening, and what information can be uncovered?

The steps in social listening typically include the following:

  1. Setting clear goals and objectives for the research
  2. Identifying the social media platforms and channels to be monitored
  3. Collecting and analyzing data from these platforms and channels
  4. Interpreting the data and identifying patterns and trends
  5. Taking appropriate action based on the insights gained

Social listening can uncover a wide range of information, including:

  1. Brand mentions: Social listening can help brands identify how often their brand is mentioned online and where it occurs. Brands can listen for various mentions, including their brand name, product names, or key phrases associated with their brand. This can help them understand how their brand is being talked about online and identify potential issues or opportunities.
  2. Consumer sentiment: Social listening can help brands understand consumer opinions and perceptions of their brand by identifying patterns and trends in consumer sentiment, positive, negative, or neutral. This can help them understand consumer opinions and perceptions of their brand.
  3. Competitor mentions: Brands also listen for mentions of their competitors’ names, products, and key phrases. This can help them understand the strategies and tactics that are working well for their competitors and identify areas where they can improve.
  4. Industry trends: Social listening can help brands understand the conversations and trends within their industry and identify potential opportunities. This can help them understand trends and discussions in the industry and identify potential opportunities.
  5. Campaign and promotion performance: Social listening can help brands understand how well their campaigns and promotions resonate with consumers and identify areas where they can improve.
  6. Reputation management: Social listening can help brands identify potential crisis situations and take appropriate action to address them. Brands can listen for any negative comments or complaints about their brand. This can help them identify potential crisis situations and take appropriate action to address them.
  7. Influencer and brand advocate: Social listening can help brands identify potential brand ambassadors and understand how key groups of consumers perceive their brand. This can help them identify potential brand ambassadors and understand how key groups of consumers perceive their brand.
  8. Customer feedback and complaints: Social listening can also identify customer feedback and complaints, providing valuable insights into what customers like and dislike about a brand’s products or services.
  9. Demographics: Social listening can also help brands understand who is talking about their brand, as well as their age, location, gender, and interests.
  10. Product feedback: Social listening can also give brands feedback on their products, what customers like and dislike about them, and suggestions for improvement.

What tools are available for social listening?

There are a variety of technology tools available for social listening. These include:

  1. Social media monitoring tools: These tools allow brands to track mentions of their brand and specific keywords across social media platforms. Some popular examples include Hootsuite, Sprout Social, and Buzzsumo.
  2. Sentiment analysis tools: These tools use natural language processing and machine learning algorithms to automatically classify and categorize mentions of a brand as positive, negative, or neutral. Examples include Brand24, Digimind, and Synthesio.
  3. Listening platforms: These platforms offer a comprehensive social listening solution that covers many data sources, including social media, news, and blogs. Examples include Mention, Brandwatch, and NetBase Quid.
  4. AI-based tools: These are the latest tools that use Artificial Intelligence to provide more in-depth insights, such as sentiment, emotion, and intent. Examples include Cognovi Labs, Receptiviti, and Persado.
  5. Data visualisation tools: These tools help to make sense of the large amounts of data collected by social listening tools by presenting it in a clear and easily understandable format. Examples include Tableau, QlikView, and Looker.

These tools vary in terms of features, capabilities, and pricing, and brands must choose the right one that fits their specific needs and budget. Additionally, some more advanced tools offer features such as real-time monitoring, alerts and notifications, and integration with other business systems.

Should brands use social listening on their competitors?

Brands can use social listening to monitor their competitors. By monitoring their competitors’ social media channels, they can gain insights into the strategies and tactics that work well for their competitors and identify areas where they can improve. They can also track their competitors’ product launches, promotions, and advertising campaigns and monitor for any potential crisis situations. This can help brands stay competitive and make informed decisions about their own products and marketing strategies. 

Additionally, by monitoring competitors’ social media profiles, brands can monitor their competitors’ key performance indicators and see how their performance compares to theirs.

What happens if a brand hears something negative through social listening?

If a brand hears something negative based on social listening research, it should investigate the claims to verify their accuracy. If the negative sentiment is valid, the brand should take appropriate action to address the issue. This could include issuing a public apology or statement, addressing the specific concerns raised or making changes to the product or service. They should also take steps to prevent similar issues from arising in the future.

What are the negatives of social listening?

There are several challenges that brands may face when conducting social listening, including:

  1. Data overload: With so much data available, it can be challenging to sift through and make sense of it all. This can make it difficult to identify meaningful insights and trends.
  2. Manual data interpretation: Many social listening tools require manual data interpretation, which can be time-consuming and prone to errors.
  3. Bias in data collection: Social listening tools rely on keywords and phrases to collect data, which can lead to bias in the data if not chosen carefully.
  4. Privacy concerns: Social listening can raise privacy concerns by collecting and analyzing personal information. It’s essential to comply with data privacy regulations and have a clear privacy policy.
  5. Lack of context: Social listening tools can provide a lot of data, but they may lack context. For example, a negative comment about a brand may not necessarily mean a negative sentiment towards the brand but a personal experience.
  6. Limited reach: Some social listening tools have limited reach and may only be able to capture some of the conversations about a brand or topic.
  7. Integration with other systems: Integrating social listening data with other business systems, such as CRM and marketing automation, can be challenging and require additional investment.

To overcome these challenges, brands should set clear goals and objectives, choose the right tools and platforms, and take appropriate action based on the insights gained. 

Additionally, brands should consider partnering with a professional market research agency with experience in social listening, like Kadence International, to help ensure their social listening efforts are successful. If you want Kadence International to help you understand your online reputation through social listening, please reach out, as we are more than happy to help.

At Kadence, we pride ourselves on being at the forefront of research innovation. We identify and explore how emerging technologies will reshape the research landscape- and share findings with the industry.

Our primary focus is identifying developments that will enhance the richness and depth of insights we deliver to our clients.

In recent years we have partnered with clients to pilot a range of new methodologies:

● Artificial Intelligence in qualitative research with Starbucks
● Blockchain survey sampling with Unilever
● Augmented Reality pack-testing with Asahi

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In late 2021 it was hard to avoid talk of the Metaverse, including Facebook’s repositioning to focus on virtual reality and augmented reality and the change of company name to ‘Meta’. Alongside Meta, there were vast inflows of investment into the metaverse infrastructure from tech giants such as Microsoft, Apple, and NVIDIA. At the same time, the falling cost of VR headsets made these accessible to many consumers (an Oculus Quest 2 VR headset fell to around £300).

As opportunities for customisation grew, our focus turned to the Metaverse and, specifically, a curiosity to understand whether the exciting developments present an opportunity for the research industry. To explore this, we partnered with a major US media brand.

Over the past few months, we have undertaken a comprehensive program of qualitative exercises in the Metaverse, an industry-first. Our pilot included focus groups, triads, and depth interviews.

All respondents and moderators participated using VR headsets. We tested a range of qualitative exercises (including co-creation), seeking to make the most of the tools available within the metaverse environment.

As well as assessing the quality and depth of insights gathered, we also examined the nature and quality of interactions between participants. Additionally, we investigated respondents’ ease of use and technical challenges that could inform future use.

The pilot has now concluded, and we are excited to share and discuss our groundbreaking learnings with the industry over the coming months at various conferences. 

 We will be sharing our conclusions on the following topics:

● Can we successfully harness this infrastructure to conduct qualitative research?

● What benefits does this offer over face-to-face and online methods?

● What opportunities exist for market research in the short-term and medium term?

● Will the Metaverse reshape our industry?

Please get in touch to learn more about our work in the Metaverse.

Contact Name: Rupert Sinclair, Head of Insight, UK

Email: [email protected] 

You’ve likely heard the term “agile decision making” in the business world, but what does it mean with reference to market research?

Agile market research is gathering consumer feedback quickly by utilizing technology at any point so you can discover, experiment, understand, and make decisions with more reliable and quick data. 

An agile market research methodology is a strategic approach that aims to address the continuous change in consumer behaviour and market trends as quickly as possible to deliver fast growth and improve Return On Investment (ROI). 

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Agile research is an approach to market research where feedback is collected continuously and quickly. This allows brands to test, iterate, and adapt their concepts using data and facilitates innovation. 

Brands leverage agile market research methodology to create products and messaging that resonate with consumers and have a customer-centric approach. 

Traditional Market Research vs. Agile Market Research

Traditional market research includes stages such as project kickoff, design, review, analysis, and reporting. Every step in the process has a time limit before moving on to the next phase.

On the other hand, agile market research starts small and proceeds in steps that build on the previous one. With agile market research, researchers gain more insightful consumer experience (CX) feedback faster and at a lower cost. 

Moreover, the research tasks are not time-bound, and consumers are free to respond as they like and on their own time. The seamless integration makes agile market research a shorter process, improving overall CX.

While traditional research methodology has its place in assessing customer feedback, agile market research helps move teams faster because they receive responses quickly across design stages. It also allows brands to pivot rapidly and will enable teams to act upon the data and insights quickly. That way, teams are not wasting time and effort on something that will fail when released. 

How to get the best out of your agile market research

For brands to get the most out of your agile market research, they need to be mindful of a few points detailed below:

  1. It is critical to always begin with strategy and first understand the objectives of your agile market research methodology. This will help you utilise consumer feedback and insights more effectively. 
  1. Ensure your team has the skill set for the agile research tasks that need to be done. 
  1. Utilise an efficient, fast, and user-friendly software that empowers you to conduct, analyze, and report data that supports your agile market research methodology effortlessly.

Three Ways Agile Market Research is helping brands obtain the rich insights they need

Faster Insights

The number one advantage of using agile market research is speed. Agile market research removes the friction that can slow traditional research studies to provide quick, helpful feedback that allows iterative improvement. 

With agile intelligence, brands can anticipate consumer behaviours faster and more accurately. This allows the data team to focus on more innovative efforts that help grow the organisation.

All the time spent creating a questionnaire is reduced, sampling is automated, and fieldwork is done quickly. The analysis is presented rapidly, and the process is efficient and seamless. 

Smarter Insights

Artificial Intelligence helps provide smarter insights in a fraction of the time taken by traditional research. 

Since it provides immediate data sets, agile intelligence offers brands powerful insights, answering critical questions like how to segment buyers, which products are likely to perform best, and which locations to open or close physical stores.

Greater accessibility

Another benefit of agile market research is how it makes insights more accessible. Agile market research allows results from a series of similar projects to be shared with your teams worldwide. Other team members can learn what was done and worked, which helps inform future brand decision-making. 

It democratises data and helps create seamless connections to various organisational functions, allowing for collaboration so each department can achieve its individual and overall business goals.

For example, for physical stores, marketing teams can work with real estate teams to identify areas where they should decrease or increase their presence based on store performance and other factors. 

With agile market research, brands can test concepts with a target audience, generate a prototype and get feedback, or gauge consumer response to an ad campaign much faster than if they followed the traditional research process.

Agile market research seamlessly integrates various data collection tools, offering a shorter response process and improving the overall experience. 

Agile market research helps brands invest in the right tools for decision-making to adapt quickly to market changes. It allows brands to transform data into an actual business asset. When armed with the correct data faster, brands can keep up with the speed of change.