Jeffrey Henning’s #MRX Top 10: GRIT, SMEs, and Other Research Stories
By Jeffrey Henning
Of the 3,001 unique links shared on the Twitter #MRX hashtag over the past two weeks, here are 10 of the most retweeted…
- Participate in the GRIT Study – A call to market research professionals to take the twice-annual GreenBook Research Industry Trends survey.
- The Tragic Tale of Research Participants – Melanie Courtright of Research Now discussed past GRIT research on research that found that only 15% of surveys are optimized for Worse, under 10% of researchers considered it to be of significant importance for research participants to have a positive impression of market research after participating, and even fewer felt it was important for participants to speak highly of their research experience. As Melanie writes, “And we wonder why respondent rates are falling?”
- Pepsi’s Ad Failure Shows the Importance Of Diversity and Market Research – Did you know the Kendall Jenner ad was produced by an in-house creative team rather than an outside agency? Interviewed by Marketing Week, Andy Nairn of agency Lucky General commented, “If you run an in-house creative department like Pepsi does you need to really interrogate your own approach and make sure you’re not blinkered by your own “
- MRS Introduces Market Research Training Simulation – The Market Research Society has introduced a simulator where students design a research program to support a brand launch, using qual and quant techniques across six
- The State of the SME Nation – Microsoft sponsored a pan-European study of 13,000 SMEs (Small and Medium-sized Enterprises): “69% of SMEs want to be known for the quality of the service they provide, but despite this, interactions with their customer rely on low-tech solutions, such as face-to-face interactions (26%), or phone “
- ComRes Launches Brexit Unit – The agency ComRes has created a new unit that will aggregate public research about the impact of Brexit, supplemented by its own proprietary
- Analysis Shows Long-Term Effect of Newsbrands – Research Live discussed Peter Field’s research into advertising with newspapers (online and offline): “Campaigns using newsbrands were 43% more likely to deliver very large market share growth, 36% more likely to deliver profit, and 85% more likely to drive customer “
- Better Marketing for Market Researchers: Lessons from Insights Marketing Day – Stefanie Mackenzie recaps presentations from Dan Brotzel of Sticky Content, “7 Ways to Nudge Your Company Towards More Conversions”, and Tom Ewing of System 1, “The Cat’s Lifejacket: Thought Leadership in a Thoughtless “
- What’s the Story with Market Research? Q&A with Author and Leading Business Storytelling Expert Paul Smith – Brian Izenson of Dialsmith interviewed Paul Smith, who provided two useful templates for research storytelling, the “How We Got Here” story and the “Discovery Journey” story–“Explain in story form: context, challenge, conflict, “
- Time and Convenience Biggest Opportunities for Engaging Post-Millennials – IGD ShopperVista surveyed 500 British 18-25 year olds. The top 5 time-savers for grocery are: “self checkouts (77%); buying prepared food in jars, tins, packets or cartons ( 69%); spending less time cooking (68%); shopping in smaller convenience stores ( 67%); and buying food-to-go ( 64%).”
Note: This list is ordered by the relative measure of each link’s influence in the first week it debuted in the weekly Top 5. A link’s influence is a tally of the influence of each Twitter user who shared the link and tagged it #MRX, ignoring retweets from closely related accounts. The following links are excluded: links promoting RTs for prizes, links promoting events in the next week, and links outside of the research industry (sorry, Bollywood).