Millennials, Fine Jewelry & the Luxury Category
13 Dec 2016

Millennials, Fine Jewelry & the Luxury Category

Written by: Rachael Ryan

Millennials are the most researched subgroup of the 21st century – and yet, they still seem to be misunderstood. Everyone wants to know more and more about the generation. A look at millennials and the jewelry industry can give us some insights.

Who are Millennials?

Millennials are technically anyone born between 1982 and 2002, but most importantly they are the buying generation. They’re taking over from the Baby-Boomers who are retiring both from work and they’re hanging up their consumer shoes too. Despite marketers obsessing over millennials, they are still often dumbfounded by them. Just when marketers think they have them all figured out, millennials change their habits and leave everyone bewildered.

For example, millennials were buying luxury goods such as fine jewelry. Millennials spent $26 billion on diamonds in 2015. But since then, the attitudes of affluent millennials have changed. 6.2 million millennial households earn more than $100,000 a year and they will take over the luxury consumer market by 2018-2020 – that means they need to be understood and luxury brands need to research them in order to appease this headstrong generation.

Market research is invaluable in this situation; here are a few speculations as to why millennials have become indifferent to the opulence of luxury jewelry brands.

  1. Millennials are incredulous towards big luxury brands.

    They want to pay big bucks for an individual experience rather than a brand that everyone has. The generation prior to millennials would pay vast amounts of money to have luxury, classic pieces of jewelry to display their wealth and standing in society. Millennials are not purchasing fine jewelry, they are more interested in spending the same money on a one-of-a-kind, once in a lifetime experiences.

  2. Milestone purchases.

    Millennials don’t want a piece of jewelry to define them – they want sentiment behind it. Most millennials will only buy a luxury good as a milestone or to mark an occasion, while this has always been partially the case – it is now the sole selling point of luxury jewelry. Millennials are not likely to impulse buy a luxury item; there must be a deeper level of emotion attached to a piece. This is why luxury jewelry brands such as Pandora are so popular – each piece is unique to the owner and every part of the piece has a story to tell that is exclusive to the person wearing it.

  3. Technology is a new luxury.

    The number of millennials that own a fitness watch and the number of millennials that have a classic wristwatch are almost equal. This is a two-sided argument, if you want your luxury brand to be successful then your brand needs to have a successful online presence that resonates with this savvy generation. Millennials read on average 13.9 reviews online before buying a product, and they normally only buy products that have been recommended by loved ones or people they trust.

There are many other factors that come into play here; millennials get married later in life and their engagement ring is ordinarily their introduction to fine jewelry purchasing, millennials are experience-oriented and want to be unique, therefore often look for one-of-a-kind jewelry that has a story behind it, among other reasons.

Check out some of our most recent posts from our strategy and advertising research blog here:

  1. Blockchain & the Markest Research Industry
  2. I’m Just Not That Into You: Exclusivity or Bad Marketing?
  3. Is Your Research Stuck in the 1980s: Update Your Brand Tracker!
  4. Market Research Doesn’t Need to Be Boring: Improve Data Visualization
  5. Tips For Building Brand Strategy for a Successful Brand
  6. What’s the Difference Between Quantitative and Qualitative?

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Why Research is Necessary When Launching a Brand
06 Dec 2016

Why Research is Necessary When Launching a Brand

Written by: Rachael Ryan

In Why Secondary Research is so Important When Launching a Successful Brand, we spoke about the importance of this type of research in launching a new product or service or even when relaunching an already existing brand. In order to launch a successful brand, market research is a crucial aspect of the process.

That research is twofold. The first part is utilizing secondary research. Secondary research is best to describe as research that is already out there. It gives you the basics of what you need to know, it explains the state of the market today, who are your competitors and a basic understanding of your prospects and current customers.

Once you’ve done some background secondary research – now jump into doing primary research and start analyzing the original, fresh, new data to determine what is best for your brand. Primary research can take many shapes and sizes, some examples include surveys, interviews, focus groups, etc.

Primary research can help with several aspects of a brand launch:

  1. Segmentation research – determining who is your high-value customer
  2. Naming research – evaluate the best name or logo design for your brand
  3. Claims test – assess the message or combination of messages that resonate with your target audience
  4. Package testing – find the ideal design and message for your product
  5. Ad concept testing – discover the perfect advertising campaign for your brand.  Using an advertising optimizer is an ideal way to do that. Provoke Insights to offer an Ad Optimizer.

Next, you need to determine what sort of primary research you want. Are you looking to do qualitative or quantitative research? Do you want to know the opinions, needs and wants of just a select few? Or are you interested in gaining knowledge and intelligence on as many potential customers as possible? Surely, you want to know what a large majority of your target audience wants? In most cases, people want to sell to a lot of people – in this case, the most fruitful form of research will be to conduct surveys.

What do surveys achieve?

  1. Through survey data, we can gain information on a lot of people and then make calculated and educated projections of what the large majority of your target audience wants.
  2. Conducting surveys will keep your brand launch consumer-focused and it means that you will stay on track to having the most lucrative product/service you can have. It will also reduce your risks.
  3. Your communication will be more effective and efficient. Instead of using trial and error to see what resonates with your audience you can ask them what they want to see and hear. This way your communication with them will work from the get-go.
  4. Most importantly you’ll be relevant to those who matter the most.

Surveys are not an easy task and there are a lot of hurdles that you can possibly fall down on, for more information about conducting a successful survey, have a look at Provoke Insight’s blog on what to watch out for when writing your survey. Once you have all of the data that the surveys will generate, your brand will be in the best possible position to launch or relaunch.

Check out some of our most recent posts from our strategy and advertising research blog here:

  1. Blockchain & the Markest Research Industry
  2. I’m Just Not That Into You: Exclusivity or Bad Marketing?
  3. Is Your Research Stuck in the 1980s: Update Your Brand Tracker!
  4. Market Research Doesn’t Need to Be Boring: Improve Data Visualization
  5. Tips For Building Brand Strategy for a Successful Brand
  6. What’s the Difference Between Quantitative and Qualitative?

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Follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

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Keep on the lookout for more blog posts from us!

Market Research and New York City
29 Nov 2016

Market Research and New York City

Written by: Rachael Ryan

For generations, New York City has been held in the heart of the world’s population as a land of opportunity, the city that never sleeps and a city where just about anything is possible. Because of that, the industries in New York City not only drive the state’s economy but it is a driving force for the national and global economy. According to Fortune, New York City is the ‘center of the business universe’. There are more industries, more companies and dozens of new start ups every single day. With that in mind, market research is more important than ever in NYC.

New York, the center of the business universe

Historically, New York has been the hub of numerous industries such as construction, media, publishing, tourism, the clothing and financial sectors. Lately, it is the hub of incalculable industries. There are also many new and upcoming industries and brands in the city, NYC is now home to new industries such as biotechnology companies and science industries; other industries such as the health sector, the arts and film industries are thriving here now more than ever. New York has so many new industries and innumerable established industries that it makes it difficult to stand out in such a competitive market. That’s why it’s more important now than ever to get your brand name out there and have it resonate with the right people. New brands need to make an impression with their target audience and more established brands need to reinvigorate their brand amongst existing and prospect customers. This seems like an overwhelming task in such a competitive market until you realize there is only one step that you need to take in order to make this a lot easier for you and your brand: research.

Where to start

Every inch of New York is wrapped in logos and slogans, sponsored and product placed which means that that valuable space is becoming more and more expensive. The New York City subway is laced with advertising and there are more advertisements in Times Square than in a lot of small towns. And that’s only one corner of the city; every single corner of this city has been marketed. There are so many that it all becomes white noise to New Yorkers. Don’t forget New Yorkers consume traditional media as well. At some stage, New Yorkers have to start drowning it out. Hence, if you don’t have a deep knowledge of your target audience – all of your costly marketing efforts will be drowned out and it will all have been in vain. The only way to avoid this is by researching your target audience before you do anything.

People are more different than they are similar

The population of New York City is projected to grow to 9 million people by 2040. People move to New York from all over the United States and from foreign countries daily. There are more people moving to New York City than are moving out. This means that the market is growing everyday and it is one of the most culturally diverse markets in the world, the people in it are more and more complex and less difficult to make assumptions about. New York is more diverse than any other city in the USA; there are more ethnicities, there is a bigger range of income, there are more members of the LGBTQ population here, and marriage trends are unconventional in New York– everything about everyone here is unpredictable. The only thing you can predict about a New Yorker is that they all more different than they are similar!

Therefore, your brand needs to conduct research accordingly if you plan to thrive in NYC.

For more information on how to research your target audience, have a look at Provoke Insights blog here. Market research can at times be time-consuming; therefore brands often reach out to market research companies, like Provoke Insights for a helping hand with this important research. As a New York City based research and consultancy firm, they have a great understanding of New Yorkers and the perfect base for conducting research in this complicated and sometimes dumb-founding city. Sign up for the Provoke Insights newsletter here.

The Importance of Secondary Research when Launching a Brand
21 Nov 2016

The Importance of Secondary Research when Launching a Brand

Written by: Rachael Ryan

Whether you’re launching a new product or service for the first time, launching an existing brand in a new country, or rebranding an already successful brand… There is one common denominator – you have to do your research! Specifically, this article will discuss how important secondary research is to begin with.

Market research is often overlooked in launching a brand. Unfortunately, many a brand has failed due to lack of market research or conducting market research too late. Understanding the importance of secondary research can make or break a launch. Timing is everything in every aspect of a product launch and research is not exempt from that statement. If market research is too far down on your ‘To-Do list’ then you might be setting yourself up for failure – this isn’t just my opinion, this has been a mistake made by brands as big and bad as Coca Cola, P&G, and Microsoft in the past. And it’s easier to just do the research than it is to rectify any damage caused by an ill-thought-out or ill-researched brand launch. We have decided to put together a series of blog posts to discuss the importance of research in launching a brand, in today’s post we are going to discuss where to start.

So, when should you start your market research?

In this case, there’s no such thing as too soon. Once you have a clear idea of what you want your product to be and where you want it to go – even in theoretical terms – you need to be researching. Market research at this early stage will mean that your product answers all of your customer’s needs and the outcome will have been determined by the customer/market rather than simply creating your brand from your own opinions or from a handful of opinions within your brand. Secondary research is the most important because this is where market research starts.

Where can you start with market research?

Well, we have to go back to basics. You have to gather market intelligence. Both the market and the consumers need to be understood.

Desktop research is vital here. What is secondary research?  It is information that is already out there. You would be surprised as to how much information is available before running to do a survey or focus group.  Why is this type of research vital for a brand launch? It indicates;

  • What is happening or changing in the industry
  • What are trends to take note of
  • Who your competitors are
  • What your competitors are doing
  • What type of marketing is the competition doing (advertising, media spend, PR, etc)?
  • Who uses this type of product/service

It is also important that you use the already existing research that is out there before you start conducting your own primary research because you don’t want to double up on research and if the information is out there, then be resourceful and use that information instead of having to find it out yourself.

So how do you gain access to this information?  This type of marketing intelligence is more than a simple Google search.  Some free sources include Census, Pew Research, and Statista.  However, several sources are more costly and analyzing all the data may be tedious and difficult.  Often brands reach out to firms, like Provoke Insights, to help with this important research.

Keep an eye out on Provoke Insights blog for the next part in this series or sign up for our newsletter here.

Know Your Target Audience Through Research
15 Nov 2016

Know Your Target Audience Through Research

Written by: Rachael Ryan

Have you ever been to a children’s birthday party when an adult gives one child some attention, then before they know it, every child at the party is vying for that adult’s attention? But the adult no longer has any time to give to any child because there are so many kids looking for it – in the end, no one gets attention and the adult goes back to conversing with the other adults.

That’s the world today! You’re the adult and brands are the children. We gave our attention to marketing – once or twice, maybe a couple of hundred times – and now every single brand is vying for our time and attention. The more brands compete for our attention, the less time and attention we have to give.  As a result, we need brands need to more efficiently reach their customers.

There are more barriers than ever between you and your target audience. There are more channels from which to get information out there, there are an increasing number of social media channels, more apps, more news outlets, and more television series on more television streaming websites and TV channels, more adverts and more messages trying to be transmitted. All of this makes it even more important for you to understand your prospects and customers.

So how can you go about understanding your target audience?

Research, research, research! If you know nothing about your target audience in this day and age, you need to start researching. Research is the only means of finding out who your target audience is.

Find out your audience’s demographic – this is limited in its potential to present the motivations for buying but it will allow you to begin to form a picture. It’s limiting because it doesn’t tell you why – it tells you who the customer is (i.e. gender, age) and where they are but you’re missing the why and the how.

Straight off the bat, you need to understand your consumer’s goals. Why is your consumer buying your product? How did your consumer get to your product or service? Understand the problem or desire that your audience may have that will lead them to your product. In order to do that, you need to research the audience – research those who will be in the market for your product or service.

You might be thinking, that’s all well and good – but how can I get all of that information? Well, a survey will provide you with the answer. Research can help you determine not only the who, where and what but more importantly it can resolve the mystery of why and how! Not only that, it will also ascertain which segment of your audience will invest the most in your brand.

Segment your audience through research. Divide your audience into segments and provide content specific to them. Make sure your content is consistent, shareable and of a high quality. Your marketing won’t get any attention unless it’s worth the audience’s while – don’t offend your target audience by contending for their attention via poor quality content. I can assure you no one will give you attention the next time you contend for it!

Choose how to engage your audience wisely. Where do they get their information? If your audience doesn’t listen to podcasts then don’t choose that as your means of communication with them. If they ordinarily read blog posts that they see on Twitter then don’t focus all of your attention on Snapchat.

Be true to your brand. Finally, we live in a world filled with skeptics; always remain honest and true to your brand. Consumers today are quick to flag when they are being fed nonsense and drivel – it will do more damage to your brand than good if you try to get their attention with content that has a spurious link to your brand. Be sure to remain authentic. That way, you’ll become someone that your audience trusts and wants to invest in.

Want to learn more about your customers? Check out Provoke Insights article  Four Ways to Better Understand Your Consumer. Also, you can sign up for our newsletter here.

Why Market Research is a Must for Businesses
11 Jul 2016

Why Market Research is a Must for Businesses

One of the most valuable assets of any business is its brand. Just as a house needs a strong foundation to stay sturdy, an effective brand strategy needs thorough market research. Far too often, businesses skip the market research process because the company claims that it already knows its consumers. However, it takes a lot to understand your target audience’s wants and needs. To prevent this disconnect, companies must first have a stronger understanding of market research and how and when to use it. 

What is Market Research?

Market research is the action or activity of gathering information about consumers’ needs and preferences. Marketers can go about researching however they like. However, there is a large chance that untested marketing strategies will come up short. For marketers, research is not just about filling in the knowledge gaps, but it also serves as the basis for good decision making. Research provides valuable insights about products, services, consumers, competitors, and trends. For example, if a strategist is trying to decide who to target their message to, they need to know who their group is. And how do you know who your target audience is? Incidentally, by using data and research.

Subsequently, let’s think about creating a message campaign. For instance, maybe your company is rolling out a new strategy defining your product and advertising it to the public. So it’s a great product, but you have to write a clear and concise paragraph that highlights its most appealing qualities. However, you don’t know which qualities appeal most to the masses of your audience. Above all, what appeals to your audience is what matters most. Accordingly, you need to use research to best design your messaging, or you risk failure.

Why is this important?

Market research is essential for the planning of any brand strategy. The data helps ensure that you are identifying the correct opportunity by targeting the right consumer in the right market and satisfying the right need. Without market research, there is no substance or facts behind your strategy and can result in a negative return on investment (ROI).

There are three broad types of research: Qualitative, Quantitative and Secondary Research. Qualitative research is more open-ended and is great for testing initial concepts or ideas. Qualitative is usually tested in focus groups and smaller settings in order to get in-depth opinions. Quantitative research statistically represents the audience you are targeting. Typically, quantitative is tested on a large number of respondents online, ranging anywhere from five hundred to thousands of survey takers. Secondary research is information that is already out there. Some research companies have access to several data sources in order to provide a comprehensive view of the marketplace.

For research to be effective, it is important for companies to have a clear understanding of the purpose of research and what information is being sought. Market Research professionals provide the expertise many companies do not have in-house.  Often these experts have the skills and the tools to execute the research accurately, efficiently and cost-effectively. In addition, these professionals also help bring objectivity to the result, thus, providing a clear and unbiased direction for business decision-making. Don’t let your strategy go unresearched – be prepared today.

Check out some of our most recent posts from our strategy and advertising research blog here:

  1. Blockchain & the Markest Research Industry
  2. I’m Just Not That Into You: Exclusivity or Bad Marketing?
  3. Is Your Research Stuck in the 1980s: Update Your Brand Tracker!
  4. Market Research Doesn’t Need to Be Boring: Improve Data Visualization
  5. Tips For Building Brand Strategy for a Successful Brand
  6. What’s the Difference Between Quantitative and Qualitative?

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Follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

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The Importance of Ad Tracking
01 Oct 2015

The Importance of Ad Tracking

David Ogilvy, often referred to as the father of modern advertising, once said: “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals”. If your company is spending significant money on advertising, it is pertinent to conduct research to determine whether or not it’s working.  Above all, ad-tracking is one of the favored methods used by brands today. If a company truly wants to optimize its advertising budget efficiently, it’s important to track and measure the response to its ads.  This analysis also lets a brand know if its advertising is becoming stale or over-exposed among its prospects.  

Ad Tracking Steps

The first, and perhaps most important step in ad-tracking is to start your research before you actually launch your campaign. In order to measure the success of a campaign, it’s advantageous to have an idea about your prospects’ awareness of your brand. If a company doesn’t start evaluating the reactions prior to the campaign, how will it be able to measure whether or not the campaign is increasing awareness?

Surveys are a standard method for tracking campaigns (i.e. commercials, print, digital, etc). If a survey respondent can recall an advertisement or brand name unaided or without a prompt, it is a sign that the ad campaign may be increasing brand awareness. Therefore, once the respondent has answered questions aimed at gauging their unaided awareness of a brand, the survey can begin to focus on extracting information through prompts.  For example, of such a question might be, “Which of the following brands are you familiar with?”

From an Ad Tracker to Accomplishing Advertising Goals

The goal of any advertising campaign is to raise awareness and change attitudes about a particular product or service. Therefore, additional questions that elicit opinions, attitudes, and purchase intent are useful in the ad-tracking process, telling us what’s working and what isn’t. And over time, consumer opinions and attitudes tend to change and evolve. As a rule, a rising tide lifts all boats, and tracking the success of advertisements over time does just that. For instance, if your ads don’t develop over time, they might grow stale and consumers will stop paying attention. But if you work on your advertising success so that they progress by using an ad tracker, your business will prevail as well.

A successful ad is like a joke; the good ones may make us laugh or bring a smile to our face, but will eventually become stale and forgotten. And if an advertisement is a joke, ad-tracking can be seen as an honest friend, letting us know when to retire it and start working on some new material.

If you want to learn more about advertisement optimization, please check out this blog post here.

About Provoke Insights

Provoke Insights is a full-service brand consultancy and market research firm. Our innovative approach helps brands navigate through today’s cluttered marketing space. We are the nerds behind the advertising, branding, media, and content marketing initiatives. Our obsession with data and research makes your marketing strategy compelling and impactful.

Check out some of our most recent posts from our strategy and advertising research blog here:

  1. Blockchain & the Markest Research Industry
  2. Is Your Research Stuck in the 1980s: Update Your Brand Tracker!
  3. Market Research Doesn’t Need to Be Boring: Improve Data Visualization
  4. Tips For Building Brand Strategy for a Successful Brand
  5. What’s the Difference Between Quantitative and Qualitative?

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Twitter: https://twitter.com/provokeinsights

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Check out our most recent features in the news media:

September 11th, 2019: 40% of U.S. Millennials prefer crypto investments in the event of a recession: eToro Survey

July 31st, 2019: Jewelry Is About to Get its Own ‘Got Milk’ Ads

July 1st, 2019: 22 Top Advertising Research Companies 2019

Keep on the lookout for more blog posts from us!

Video in Today’s Cluttered Marketplace
10 Sep 2015

Video in Today’s Cluttered Marketplace

For the past decade the battle cry of marketing has been, “Content is King! Content is King!”  Well guess what?  Now everybody has content, and we have a cluttered marketplace.  And by everybody, I mean – everybody.  Your dentist, your place of worship, and even the makers of the cereal you ate for breakfast all create content.

Of course, content has always been available; there just used to be infinitely less of it in the world. The overproduction of content has made it more difficult for brands to stand out.

How to Break Through A Cluttered Marketplace

The goal is to generate engagement with every item you publish. This provides a challenge for content marketers. While blogs, decks, and newsletters are important, these forms of content can fail to connect with busy prospects.  That’s why it is more important than ever to incorporate video into the marketing mix.

A video can require a bit more of an investment, but it is an effective way to hook consumers and drive them toward more comprehensive information. No video will close a deal but it can get you one step closer to it by peaking interest and opening the door for discussion. Also, a video is more enjoyable than opening and reviewing a deck, or reading a newsletter.  Instead of being confronted by a screen full of text there is just a big red “play” button to push.

Here are three keys to developing a successful video for marketing initiatives:

Number 1: Keep it Short

Remember, the video is being used as a door opener, not a deal closer.  Potential viewers will often glance at the total running time of a video; if it is longer than a minute or two it will be moved to a “watch later” list and likely never be viewed at all.  A good target is 60 seconds.

Number 2: Keep it Moving

Whether a video or animation, never let your video become too static.  Even a “talking head” video should include cuts between camera angles or the inclusion of supporting graphics and photos.  You should never to be able to count to ten between cuts or camera moves.

Number 3: Keep it Specific

Your video should have a job to do.  This might be encouraging the viewer to call for a free consultation, join a mailing list, or dig deeper into your website.  End your video with a clear call to action.

One last thought: when it comes to producing a video, trust it to the pros.  Just because you can buy fabric and a sewing machine doesn’t mean you should make your own clothes.  And just because you can make videos with your phone doesn’t mean you should produce it for professional purposes.

A cluttered marketplace is just the future of brand advertising. As content reigns supreme, your company will need to figure out how to break through the noise and stand out. It will take innovation, it will take research, and it will take informed marketing strategy. And it could also include videos to separate yourselves from the rest.

Check out some of our most recent posts from our strategy and advertising research blog here:

  1. Blockchain & the Markest Research Industry
  2. I’m Just Not That Into You: Exclusivity or Bad Marketing?
  3. Is Your Research Stuck in the 1980s: Update Your Brand Tracker!
  4. Market Research Doesn’t Need to Be Boring: Improve Data Visualization
  5. Tips For Building Brand Strategy for a Successful Brand
  6. What’s the Difference Between Quantitative and Qualitative?

Sign up for our newsletters here!

Follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

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Keep on the lookout for more blog posts from us!

Provoke Insights is a full-service market research firm. We help build and grow brands using multiple market research methodologies including qualitative, quantitative, and secondary research. We hope to work with you in the future.

The Importance Of Mobile Marketing
10 Sep 2015

The Importance Of Mobile Marketing

Mobile marketing is one of the fasting growing areas in the marketing world. Approximately 99% of Americans own a cell phone, with roughly 64% of those devices being a smartphone (Pew Research). Additionally, around 20% of Americans own a tablet (Pew Research). And users aren’t just utilizing their devices to make calls and surf the web, as smartphones and tablets are allowing consumers to get their news, follow political campaigns and elections, and most importantly for marketers, shop and make purchases.

Importance of Mobile

At the end of 2012, about 11% of retail spending was done via a mobile device (Smart Insights). By the end of 2013, that figure had more than doubled, as mobile spending accounted for 25% of all retail purchases (Smart Insights). But the importance of mobile for retailers is even more significant because even when customers don’t buy something directly from their mobile device, they’re interacting with company websites and apps.

This, in turn, helps shape their image and perception of that particular brand, and more than 75% of mobile interactions lead directly to an in-store purchase (Smart Insights). With figures like this, it’s evident that brands should utilize smartphones and tablets to not only drive sales but also interact with the consumer and help foster strong brand identities.

Smart-Phones and Tablets

Smart-phones and tablets are becoming an increasingly larger part of American life, especially for the younger generations. Currently, roughly 23% of our free time is being spent on a mobile device. Because of the wide array of media channels available today (i.e. Netflix, Amazon Prime, Hulu Plus, YouTube, etc.) in addition to storage devices like TiVo and DVR, Americans can squeeze 12 hours of media into a 9 hour day (Pew Research).

Many mobile users are able to utilize these streaming services directly from their smart-phones and tablets, making mobile marketing even more important. Furthermore, of those mobile users who are watching TV at home, around 86% of them are surfing the web while watching TV (Arbitron, Omniture, and Comscore). Therefore, brands and advertisers have a unique opportunity to simultaneously target their audience through TV and mobile.

Where Research Comes in

Generally, there are many ways to research/track mobile usage in order to gather market research. As an example, there is creative testing on mobile phones. In other words, researchers can run surveys for phone users and ask them to rate what they like about the advertisement. In addition, surveys and focus groups about mobile usage can give advertisers a feel for how consumers use their mobile devices.

Above all, mobile marketing is key to the advertising world today. Since the proliferation of mobile users shows no signs of slowing down, it essential that marketers and advertisers take advantage of the unique opportunities that mobile marketing provides.

Sources

1- www.pewresearch.com

2- www.smartinsights.com

3- Arbitron, Omniture, and Comscore

About Provoke Insights

Provoke Insights is a full-service brand consultancy and market research firm. Our innovative approach helps brands navigate through today’s cluttered marketing space. We are the nerds behind the advertising, branding, media, and content marketing initiatives. Our obsession with data and research makes your marketing strategy compelling and impactful.

Check out some of our most recent posts from our strategy and advertising research blog here:

  1. Blockchain & the Markest Research Industry
  2. Is Your Research Stuck in the 1980s: Update Your Brand Tracker!
  3. Market Research Doesn’t Need to Be Boring: Improve Data Visualization
  4. Tips For Building Brand Strategy for a Successful Brand
  5. What’s the Difference Between Quantitative and Qualitative?

Sign up for our newsletters here!

Follow our social media accounts:

Twitter: https://twitter.com/provokeinsights

Facebook: https://www.facebook.com/provokeinsights/

LinkedIn: https://www.linkedin.com/company/provoke-insights

Check out our most recent features in the news media:

September 11th, 2019: 40% of U.S. Millennials prefer crypto investments in the event of a recession: eToro Survey

July 31st, 2019: Jewelry Is About to Get its Own ‘Got Milk’ Ads

July 1st, 2019: 22 Top Advertising Research Companies 2019

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Social Listening Research 101
10 Sep 2015

Social Listening Research 101

It’s more than just listening to those who talk positively or negatively about your brand and your competitors online.  Social listening is such a stronger and more powerful research methodology.  It allows you to understand what trends are impacting your consumers and prospects and also learn what they are talking about so you can join the conversation.   It also provides a stronger understand of what social media channels are most suitable and effective for your target audience.  

Just like any other research methodology, you need to have a concise plan in place and formulate your objectives.  It’s important to think about why you are listening online and what you hope to achieve with this information.

Once your objectives are formulated, it’s now key to find your brand’s target audience.  Using client data, primary or secondary research to understand what is the ideal audience:

·       Psychographics

·       Beliefs

·       Interests/Hobbies

·       Media consumption

Once your audience is clearly defined, now social listening begins. You should listen to what is being said on various sites such as Facebook, Twitter, Google+, Linkedin, online blogs and news outlets.    The more you listen, the more  accurate the perspective.

There are several social listening tools out there such as Trackur, or sproutsocial. Each tool has their own advantages and disadvantages when it comes to social listening. Look for what your audience is saying about the industry, trends, interests, beliefs and media habits.

Everything that you hear, make sure that you record:

·       The number of people talking about a topic
Where they are talking

·       What is the sentiment

·       Percent who are influencers and how influential they are (this is often determined by scores such as Klout).