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.

It’s What’s Inside that Counts – Happi
02 Oct 2020

Provoke Insights' research is featured in an article by Happi's Tom Branna about health during the pandemic. Branna discusses healthy skin, beauty regiments, and diets. Specifically, he references Provoke Insights' 2020 Trends study about behaviors as a result of COVID-19, specifically mentioning research on the meal structures and eating habits of American consumers.

Provoke Insights distributed an online survey among 600 U.S. consumers between the ages of 21 and 65 in June, 2020. Some of Provoke Insights’ findings included the following: 

  • 76% of people are trying to eat healthier; 
  • 55% of people have a more structured meal routine.

The study helped illuminate how consumers are cooking and baking more often, leading them to change their overall perceptions and attitudes towards food. 

Consumers have healthier habits now. They are buying more fresh produce than previously. Provoke Insights expect growth in fresh produce purchases to remain high even after the pandemic. Ninety-three percent of respondents said their increased frequency of fresh produce purchases will continue post-pandemic.

There’s no doubt about it, consumers have been on an emotional rollercoaster for the past six months—no wonder why their guts are hurting and, by extension, that’s having an impact on skin health. Where the two meet is called the gut-skin axis. It’s interesting to learn more about it. Click here to read the article from Branna.