News, Observations and Opinions from Latitude Researchers
Like many other industries, the financial services indu […]
Youth is a big business focus right now Many brands are […]
Ideas are not enough. Innovation requires more than having an idea. Ideas need to be implemented to be worth anything. I believe this comes down to Institutional Intellect. More than just knowledge or expertise, Institutional Intellect is about every single person in the business understanding the principles that should guide their work.
Recent scientific research has provided further evidence of the importance of rituals, proving that food actually tastes better when it’s part of a ritual.
As more and more government marketing collateral and information tools move online, it was only a matter of time until it became acceptable among a government agency to test tools intended for online in an online environment.
In 2011-2012, I had the opportunity to undertake the type of research that every social and government researcher dreams of….research aimed at bringing about widespread social change…research where we can actually see the results of our work.
The combination of a safe and anonymous discussion space, connecting with others with similar experience, and the freedom to share when and where it suited them, in as much or little detail as they liked, made the online community an ideal approach.
Here are 6 guidelines to help you maximise the output o […]
Latitude Insights has teamed up with Di Marzio Research to produce “Switched On” a comprehensive study of Australian Seniors and their relationship with technology.
By spending time establishing rapport, giving participants the confidence to speak about issues that are top of mind and allowing the conversation to flow rather than moving on to the next scheduled task on the discussion guide, it is possible to uncover a whole host of issues that would have been buried by asking a rational question like ‘what’s important to you’.
What I found most interesting were the reasons behind the social-media only format. While some of it came down to budget it was also the best way to connect with their primary target audience of 14-25 year olds who are travelling on their own and think they’re immortal.
With smartphone penetration growing at a rate that will see one in two Australians owning a smartphone in the coming few years (if not sooner), the research industry has rightly seen the potential of having a constant internet connection in your pocket. Why not compete for people’s down time by conducting research instead of posting that picture of breakfast to Instagram?
Australian consumers are actually seeing real benefits from connecting with brands in the social media space – beyond the ubiquitous competition entry. They see the opportunity to be ‘the first to know’ and most interestingly, to actually support a brand they admire and to have a real ‘voice’ with a brand.
Burberry’s new store reflects a significant shift in customer expectations – online stores have raised the bar in terms of the opportunities for rich content delivery, customised shopping and a high level of convenience. Shoppers are now increasingly extending these expectations to the physical store environment as well.
Ideally we want more time for spontaneous discussions and exploration of issues and ideas as they emerge. The accessibility of online communities makes it too easy to use them to seek an answer to a question, but answers to direct questions do not always provide an accurate reflection of what the consumer will do.
Dave Griffin, our shopper and retail specialist, recently blogged about customer service measurement. He cited a study based on just four ‘mystery shops’ which is clearly too few to come to any substantial conclusions about your customers’ in-store service or experience.
But can you go the other way? Can you have too many customer data points?
I think ABSOLUT has hit the nail on the head with this one. Ultimately, it works because everyone wants to be an individual – the younger demographic especially. So offering a product that no-one else can possibly have is bound to be a winner.
But what use is being an individual if no-one knows you have a one in four million bottle? Well, tell the world on Facebook, Twitter or Instagram and problem solved!
Our government clients are similar to commercial clients in that they too need to do everything cheaper and faster. They are also aware of that ‘new fangled’ thing called the internet, and they know that people now have 100’s of friends and followers whose profile pictures they see on a daily basis, and who they converse with in 140 characters or less.
What you SAY can actually change how you feel – even if you are lying or just being polite. Importantly I’m not just referring to positive THINKING here, the trick is that you actually need to SAY it, out loud.
Gamification is surfacing in all corners of life from education and training to physiotherapy, improving your health with health monitor, communicating a social cause, soliciting friends for moral support with nike+ and even driving the new Ford Focus. Market research is one of the more obvious and advantageous applications.