Honour the Past, Embrace the Future

 

Mary Logan recently co-presented a paper at the 2016 MRIA Annual Conference in Montreal with Jennifer Tilk from SSI. The paper: A Stitch in Time, Save Nine…… Minutes, highlights the benefits of Data Stitching and how this approach addresses the changing focus of market research. The Data Stitching approach was utilized in a recent U&A study conducted for the beverage alcohol market and this paper examines the benefits of this tool, how the data was analyzed and impact of the findings including the changing role of market research.

If you would like further information on the content of the paper, Mary is available to present the findings and to discuss in greater depth the benefits of this approach.

Please contact Mary at mary.logan@riconsultants.com for details.

 

Research & Incite and SSI Presented a Webinar on Data Stitching

Research & Incite and SSI recently presented a webinar for the Market Research Association. The webinar outlined a methodology to address the growing need for shorter and more cost effective surveys – Data Stitching.

In today’s mobile world, surveys must become shorter. But how do we get high quality data with just a few minutes of questions?

This is a dilemma the Mike’s Beverage Company faced. The company is the name behind disruptive brands such as Mike’s Hard Lemonade and Palm Bay and is constantly looking to understand the changing needs of consumers.

With the explosion of the cider category, Mike’s Beverage Company needed an in depth understanding of the consumer and growth opportunities for their Okanagan Premium Cider. However, they were faced with the difficulty of conducting a U&A in a respondent & budget friendly format.

This session demonstrates how the company, working with their research partner and sample provider, gained consumer understanding and insights by breaking the survey into separate modules.

This was only the beginning; the more complex stage was in putting together the pieces and this paper demonstrated how these modules were stitched together to complete the story.

Globalization – It’s a Local Thing!

As Globalization continues to break down borders is there a chance that brands will become synonymous the world over? For instance, a number of celebrities and musicians have a global reach, portraying a consistent image across the globe – a case in point being the omnipresent Kim Kardashian and the singer Taylor Swift.

Could brands be facing a similar future?

The recent and swift exit of Target stores from Canada is a prime example that this is not the case and simply implanting a brand into a different country without truly understanding the local market place, can have huge financial consequence, as well as potentially a longer term impact on the brand itself.

However, the increasing pressure on marketing budgets, the rise of online shopping and social media has meant that some companies are underplaying or simply ignoring the important role that ‘on the ground’ research can play in highlighting the needs and habits of local consumers, which ultimately drives the success or failure of a brand. (more…)

Storytelling at the MRIA Annual Conference

 

Mary Logan recently co-presented at the MRIA Annual Conference in Toronto with Jennifer Coombe, Marketing Manager at Catelli Foods Canada. The paper: Healthy Harvest Pasta Sauce: From Idea to Shelf, told the story behind the conception and launch of this new product to illustrate the important role market research plays in this ever changing  business world.

If your organization would like further information on the content of the paper, Mary is available to present the findings and to discuss in greater depth the insights this paper identified regarding the changing  role of market research.

Please contact Mary at mary.logan@riconsultants.com for details.

Crafting Relevant and Engaging Concepts

Writing winning concepts can be an onerous task and often those closest to the brand or new product idea will find the job even tougher as they strive to develop an objective yet persuasive product offering.

There are 4 core elements to any good concept:

  • The Insight
  • Benefit
  • Reason to Believe
  • Tagline

The Insight plays a critical role and is at the heart of successful new products. It should reflect how a consumer would actually
articulate a need or challenge. Refrain from use of extreme or virtuous language or talking down to the consumer by telling them how they should think or feel. A consumers automatic reaction will be to disagree with and potentially reject the concept. (more…)

Packaging Research – Ten Steps to Actionable Insights

  1. Don’t rush the research process – the stakes are high and the risks too great.
  2. Set clear benchmarks for success – and stick to them irrespective of the results.
  3. New packaging cannot ‘win’ on every metrics – it is important to assess performance on the core objectives outlined in the design brief.
  4. Include the current packaging as a benchmark – this will provide clear direction on the implications of a change and the potential for success of the new design. (more…)