The Advantages of PR Research
29 Apr 2021

Public relations research or PR research is crucial for brands looking to boost innovation and visibility. It’s one of the most versatile methods of research, as it’s relevant to almost any brand looking to stand out. Fittingly, this thought-leadership research positions a brand as a “thought-leader” in their industry. The brand becomes a voice of credibility, innovation, and brand leadership. Brands that undertake this type of research differentiate themselves from the competition and gain a deeper awareness of their industry. They can also attract new audiences.

Thought Leadership & PR Research Can Be Leveraged

Original PR research rather than recycled data sparks high engagement. As a result, journalists are eager to get their hands on these exclusive insights. The data creates valuable content for social media, blogs, emails, and more.

Studies show that marketing content that includes original PR research receives higher engagement, more shares, and greater exposure than content that lacks research.

The metrics and ROI on PR leadership are proven: 

  • 6X more shares than average articles
  • 30X more engagement on social media
  • Uplift in lead generation

So How Do You Create Successful PR Research?

1. Assess the Landscape

Research potential topics beforehand. Often this step is ignored. This is a crucial component to the success of a content marketing research initiative. This phase helps discover trending topics that have high engagement. It also determines — and steers clear of — subjects that have been overused. Pouring over available research can spark unique ideas or new perspectives on a subject.

2. Develop Headlines to Craft the Questionnaire

Headlines need to excite and interest readers. They should focus on the topics discovered during the secondary research process. These headlines cover topics that have yet to be addressed. Good headlines guarantee a fuller, more exciting picture of your industry. When developing headlines, we keep SEO in mind.

3. Write Multiple Stories

Once the survey is closes, and the data is collected, it is crucial to create more than one story from the findings. Storytelling is an art form; it is essential to keep your audience engaged. Often, researchers hyper-focus on the details of the numbers instead of the big picture. It is critical to write the PR research report in a way that makes the readers want more.

Results of the Research

With the help of robust content marketing, public relations research, and thought leadership research, brands can become more visible, credible, and innovative. Market researchers tailor PR research to your specific brand, giving you a unique boost of engagement and credibility.           

Interested in learning more about thought-leadership and content marketing? Check out our other blogs here. 
Are you interested in our market research capabilities? 
Why Millennials Gravitate to New Brands in Online Investing
21 Apr 2021

Carly Fink, president and founder of Provoke Insights, published a new article in the Journal of Business Strategy.

Companies like Fidelity, eTrade, Charles Schwab, Saxo Bank and Vanguard have dominated the do it yourself online trading platforms since the mid-1990s. What made these platforms so popular is twofold: lower cost of commissions and accessibility. In recent years, there has been an influx of new competitors into this space.

Millennial traders are gravitating to more modern platforms on the market like Robinhood, Acorns and Stash. These platforms provide even lower commissions, more functionality and interactivity. As accessibility, ease and no-fee stock trading are no longer differentiators, but rather barriers to entry, brands need to move beyond functionality.

Carly examines how brands need to understand and research what makes a millennial loyal to a financial institution.

The Pros and Cons of Quantitative Research
19 Apr 2021

What is Quantitative Research?

Quantitative research collects a large sample of respondents to survey a representative portion of a population. This type of research, typically conducted via surveys, is often meant to represent the audience you are targeting as a whole statistically. The large sample size required can paint a detailed picture of your projected market as a whole, but the results may lack the personal, more exploratory benefits of qualitative research. Here are some pros and cons of quantitative analysis to keep in mind when deciding if this route is suitable for your current needs.

Pros

Make Projections about Larger Populations

Imagine making significant marketing decisions or product launches on a whim; that can be detrimental to a company. It is essential before making expensive and timely decisions that you have data to back up your choices. Quantitative research can be used to map out a picture of how a population reacts or behaves. From this information, you can make sales forecasts, determine product interest, or even how your prospects will behave.  

Tracking results

Need to understand pre and post behaviors from an ad campaign or a product launch? Or do you want to know how your brand compares to other products or services out there? Quantitative research allows you to compare results from a tracker or even competition statistically.  

Sub-Segments and Comparing Different Cohorts

America is a melting pot of different beliefs, ethnicities, sexualities, and psychographic behaviors. To reach a larger market, brands must adjust their marketing to appeal to various audiences. Since quantitative research collects data among a large population, you can often determine if sub-groups have different opinions or beliefs compared to the population. 

Cons

Results Lack Emotions

As quantitative research focuses on assessing the population as a whole, results are generally number-based. It can be difficult to use surveys to glean individual consumers’ inner thoughts and feelings. You may have been told that sarcasm can fall through the cracks in a text message. When you are simply considering the written word, you miss out on seeing gestures and facial expressions or hearing the tone in a person’s voice.

As a result, survey results will never be able to provide the level of detail into consumer’s emotions that can be achieved through focus groups or in-depth interviews.  

Gathering Responses for a Niche Audience can be Difficult 

Gathering any large sample can be a lengthy, difficult task. The narrower the target audience is for your survey, the longer it can take to find enough people qualified to enter your survey. Quantitative research may not be the best solution for studying such a specialized segment. These cases may be more suited for qualitative methods, like focus groups or interviews, which require much smaller samples.

Errors Everywhere – Do Not Want to Draw Wrong Conclusions 

With free and low-cost survey tools out there, many companies believe they can conduct quantitative research independently. However, it is essential to have a trained market researcher to run this methodology. From leading questions to sample inaccuracies, there are numerous ways that your conclusions may end up telling you the wrong information. While it may be more expensive to hire a professional research company, you know that the data will be accurate.

Gathering a large enough sample can also be time consuming and costly. 

Interested in learning more about the pros and cons of research strategies? Check out our pros/cons series here. 
Are you interested in our market research capabilities? 
Market Research Among Generation Alpha
08 Apr 2021

Generation Alpha is the youngest generation alive. Born between 2011 and 2025, the cohort is steadily growing, with 2.5 million new Gen Alphas born every week. Though they are young, they have a large, ever-growing digital footprint. Market research on Generation Alpha has never been more important. Their slightly sinister nickname, the “Glass Generation,” refers to the screens surrounding them. 

Marketing Behavior Compared to Other Generations:

Generation Alpha is uniquely positioned for generational influence. Brands must understand the trends of this group’s millennial parents, who are currently spending more on their children than ever before. Millennials are the vessels for Generation Alpha’s spending power, which accounts for billions of dollars in annual spending each year. In 2020, 51% of millennial parents said they planned on spending more to keep their kids entertained during COVID-19 restrictions. This number is likely to increase as the pandemic draws on.

At first glance, Generation Alpha’s relationship with the digital world resembles Generation Z’s – but Generation Alpha’s technology use is much more intuitive. Generation Alpha was born in the age of TikTok, internet privacy debates, and meticulous personalization. By the time this cohort reaches age 8, they have likely already surpassed their parents’ techno-fluency

Market Research on Generation Alpha:

Brands looking to target Generation Alpha should look to seamless integration of social media, intuitive consumer communication, implementing AI, and diversity of products. Generation Alpha is not only the most diverse, multicultural generation alive, but they also look for brand diversity. Though they are young, they are aware and involved in social justice issues, like climate change and racial equity. One in 5 children in Generation Alpha have marched or protested about an issue they are passionate about

While research among Millennial parents will allow brands to access this generation for the time being, it will be necessary for brands to be prepared to research this generation as soon as they have purchasing power. When they grow up, Generation Alpha will bring a collection of new values to the world: diversity, creativity, and community. They are educated, deeply connected to their cultures, and looking for brands representing their beliefs, ethics, and values. 

Interested in learning more about the other generations? Check out our series on generational research here. 
Are you interested in our market research capabilities? 
  • Take a look at our research strategies here.

Sign up for our newsletters here.

The Importance of Brand in ABM – Business 2 Community
08 Apr 2021

Provoke Insights’ research on B2B companies is featured in Business 2 Community, a key business, marketing, and industry blog

The article emphasizes the importance of qualitative measures, like traffic and awareness, for a seemingly unquantifiable strategy: branding. By investing heavily in branding, companies can catch target audiences one or two years in advance. In other words, work smarter than competitors – not harder. 

However, our research shows that 67% of B2B professionals agree that their company invests in their brand. With many other companies ranking branding high on their top priority lists, the article urges in-house marketers to take extra steps to differentiate themselves.

These steps might include:

  • Taking bold steps to stand out
  • Increasing personalization and authenticity
  • Focusing on marketing ROI rather than new leads
  • Commissioning market research

Ultimately, as demonstrated by our B2B marketing research, many brands these days focus on key qualities like unaided awareness. To stand out from the crowd, in-house marketers should look for more intuitive ways to build their brands.

Brands Need Research To Gauge Pandemic-Fueled Consumer Shifts – Quirk’s Media
02 Apr 2021

Carly Fink, president and founder of Provoke Insights, is featured in Quirk’s Media Magazine this month. Quirk’s Media is a leading voice in market research and branding. During pandemic times, it is a must-read to gain key market insights on digital consumer habits.

Carly discusses how brands should reassess the consumer journey. As more Americans work, shop, and attend school from home, technology adoption has skyrocketed. Brands must account for increased digital use and entirely reevaluate consumers’ choices in the new remote landscape. 

With a few extra steps, researching these digital habits can put your brand ahead. Carly’s key points include research on consumer habits and industry:

  1. Brands should observe readily available internal data, like web traffic, type of device, and location.
  2. Brands should seek out timely research on their industry to better understand our new world. Provoke Insights recently published 2021 trend reports on 19 industries ranging from hospitality to clothing and beverages. Check out our page here to download the reports for free.
  3.  Brands should survey a prospective consumer population or commission a market research agency to conduct research. This is an essential part of building a targeted, compelling brand.

Understanding the consumer journey is a crucial part of brand management. There has never been a better time to reevaluate your brand, conduct robust research, and prepare to pivot for new markets ahead. Check out the full article to learn some specific steps on assessing brand strategy.

In today’s confusing pandemic world, market insights have never been more critical for your brand. According to our research, companies are putting more focus on strengthening their brand. 

To keep up with your brand competitors, read our full free B2B report and view other industry reports, including packaged foods, beauty, and clothing here.

Companies Prioritize Branding Over Sales – B2B News Network
02 Apr 2021

Provoke Insights’ research is featured in a fast facts report in B2B News Network. This research is vital for any B2B (business-to-business) company looking for market insights, 2021 trends, pandemic impacts, and more. B2B’s Friday Fact is: companies are increasingly putting branding above sales.

To develop Provoke Insights’ 2021 industry report, we fielded an online survey to 3,000 Americans aged 21 to 70. We surveyed 19 industries, including the B2B sector, and created buyer profiles, highlighted brand equity drivers, and drew several conclusions, including:

  • More companies are prioritizing brand strengthening over sales.
  • Paid and unpaid social media are the most commonly implemented marketing tools.
  • Due to the pandemic, trade show ROI has understandably plummeted.

In today’s confusing pandemic world, market insights have never been more critical for your brand. According to our research, companies are putting more focus on strengthening their brand. 

To keep up with your brand competitors, read our full free B2B report and view other industry reports, including packaged foods, beauty, and clothing here.

Here’s How Many Have Been Shopping for Jewelry, Watches – National Jeweler
02 Apr 2021

Provoke Insights’ research is featured in a National Jeweler article detailing how jewelry purchasing habits have changed over the past year amidst the COVID-19 pandemic. Provoke Insights sought to provide National Jeweler with a better understanding of the luxury buyer’s mindset. This research is also indispensable for jewelry brands looking to gauge the pandemic’s impact on consumer habits and the industry as a whole.

Provoke Insights fielded an online survey to 3,000 Americans between the ages of 21 and 70. Based on the relevant findings, Provoke Insights created a buyer profile for the typical American luxury watch or jewelry buyer: 

  • 6% of Americans have purchased luxury watches or jewelry over the past three months.
  • Luxury watch or jewelry buyers are 89% optimistic about the future.
  • 53% of luxury buyers prefer to shop online rather than in-store.

Provoke Insights further tested top-of-mind brand awareness. Consumers rated Gucci and Rolex as the top jewelry brands for unaided awareness, while Apple ranked first in the technology category. 

Luxury jewelry and watch brands should look to National Jeweler’s article as a snapshot of the luxury consumer mindset and industry status. Provoke Insights’ research has important implications for brands seeking to understand the luxury category’s trajectory and more. 

Download our free brand equity reports here, with research on 19 industries, including clothing, beverages, packaged foods, and more.

When it comes to brand strategy, B2B marketers are looking outside the box–and outside of their own companies
02 Apr 2021

Provoke Insights sought to provide Insider Intelligence with crucial research on the under-reported field of B2B marketing. In particular, B2B companies, marketing experts, and sales professionals would find this article of interest to them. 

The report includes research conducted by Provoke Insights, as well as examples of best practices and case studies. Provoke Insights fielded an online survey to 472 B2B professionals in the United States, 184 of whom were marketing and sales professionals. 

One of the report’s biggest takeaways was that marketers at B2B companies tend to outsource marketing, particularly for logo design; 41% of B2B marketing and sales professionals look to other companies to develop this brand strategy initiative. Other relevant findings include: 

B2B companies should look to Provoke Insights’ findings as an essential snapshot of current marketing and branding trends. Having a well-defined and consistent brand allows companies to build awareness, establish trust with external and internal stakeholders, and take control of their reputations.