The Importance of Brand in ABM – Business 2 Community
29 Mar 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
15 Mar 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
12 Mar 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
11 Mar 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
25 Feb 2021

Provoke Insights brand equity research was featured in eMarketer Insider Intelligence report.

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.

The Behavox Enterprise Conduct and Risk Report – Behavox
31 Jan 2021

Provoke Insights' 2021 research for Behavox, an enterprise risk and compliance solutions company, has been published on the company's website.

The Enterprise Conduct and Risk Report is a report conducted among business professionals who have worked from home since the pandemic began in the United States, United Kingdom, and Canada. The report discusses the pitfalls, security risks, and conduct issues posed by working from home. Mentioned in the report are the following results:

1. Nearly one-fifth of American employees know someone who broke a security policy.

2. One-sixth of American employees know an employee who stole proprietary information.

3. One-sixth of American employees know of a colleague who willingly introduced a security threat.

4. One-fifth of American workers are suspicious of espionage by foreign governments.

5. One-sixth of employees across the three countries have seen non-employees eavesdrop on work calls.

You can download the report at the link above.

Are you interested in our market research capabilities? Find more information here or email us at [email protected]

Finally, read some of our past case studies here:

  1. Annual Ad Testing Campaign for OTC Drug Company
  2. Jewelers of America: Mixed Methodology Market Research Study
  3. Brand Strategy Research for a Rental Truck Company

IF YOU WANT TO, SIGN UP FOR OUR NEWSLETTERS HERE!

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Residential furniture industry facts & figures: Infographic – Woodworking Network
08 Dec 2020

Provoke Insights' research has been published to Woodworking Networker's blog. Included with other research on the industry, the market research from Provoke Insights' 2020 Trends study was referenced to discuss the relative resilience of the industry in today's volatile economic environment.

While other research found that online furniture has surged, Provoke Insights reported that furniture buyers still prefer in-person. Specifically, 67% of furniture buyers purchase in-store. As online retail continues to outperform brick and mortar in most industries, furniture is holding strong, although Woodworking Network found that there has been an increase in online spending in household furniture.

We are thought leaders in branding research – we have published articles on the topics in Quirk’s, and Greenbook. You can read the branding research articles here:

If you are looking to conduct research for your brand, please do not hesitate to reach out. We work in collaboration with your team to decide on the best research methodologies for your specific brand. All research is 100% customized to the brand in question. Thinking about conducting market research?  Check out Provoke Insights’ research services here.

14 Top Brand Research Companies in 2020 – Quirk’s Media
03 Dec 2020

Provoke Insights is very excited to announce that we have been awarded one of the Top Brand Research Companies of 2020 by Quirk’s Media.

Quirk’s is an industry expert and has outlined that Provoke Insights have the tools and expertise to improve all aspects of your brand strategy. We were given the honor along with 13 other agencies, and we are excited to be in such good company.

Provoke Insights has three pillars – we focus solely on market research for branding,  advertising, and content marketing initiatives. Therefore, we feel privileged to be recognized as a top brand research company in 2020 and in 2019, we were awarded as one of the top advertising research companies.

We are thought leaders in branding research – we have published articles on the topics in Quirk’s, and Greenbook. You can read the branding research articles here:

Five ways to innovate a brand tracker

The value of B2B brand equity

Why B2B Branding Research Is Essential

If you are looking to conduct research for your brand, please do not hesitate to reach out. We work in collaboration with your team to decide on the best research methodologies for your specific brand. All research is 100% customized to the brand in question.

Thanks again to Quirks for this recognition. We will look forward to continuing our brand research into 2021 and beyond.

Thinking about conducting market research?  Check out Provoke Insights’ research services here.

Why B2B Branding Research Is Essential – GreenBook
05 Nov 2020

Provoke Insights’ President Carly Fink article was published on GreenBook marketing services’ website on the importance of B2B branding research.

GreenBook is the leading voice in the market research space. The company hosts an informative directory of market research services and publishes articles from thought leaders in the industry.

In this article, Carly Fink discusses how COVID-19 has affected brand research, the B2B brand research journey, and understanding the competition. There are critical elements to research which will determine whether or not the insights gathered for your brand will lead to strategy that distinguishes it from the competition:

As Carly has mentioned in the past, the B2B audience is often more rationally driven by logic and relationships, while consumers are emotionally driven.

When conducting market research for a B2B Brand, the research should evaluate how long the education process takes, how buyers go about it, as well as determine the ease of the process.

What is the role of the influencers? Who has the final decision power? How long is the customer or client’s relationship with the company? This will play a role in loyalty and satisfaction.

You can learn more about the importance of B2B Branding research and the differences between it and B2C research in the article.

Staying Essential by Pivoting during the Pandemic  – startup.info
24 Oct 2020

Provoke Insights' President Carly Fink was interviewed by startup.info about how Provoke Insights pivoted during the pandemic. The interview details Carly Fink's career, how her family are coping in the pandemic, the circumstances that led to the foundation of Provoke Insights, and more.

Find out more about how Provoke Insights continues to innovate and adapt to the needs of businesses in the current era! This article outlines a research study that the company designed to understand the changing consumer behavior in Q2 when behaviors were in flux.

As market researchers, it is most often our research that is featured rather than the researcher. We are always honored when our research gets published but this article was especially fun because our founder was the subject, for once! Carly is hard-working and has an innovative mentality, this interview is worth reading for all aspiring researchers and those trying to get into the mind of one.