Blog articles about Market Research Trends

Achieving big impact with small HCP samples

Achieving big impact with small HCP samples

By Daisy Lau on April 2, 2019

How to unlock the numbers in niche indications by using Multi-Criteria Decision Analysis

If you’re in a highly specialized area, such as MedTech or rare diseases, you’ll be only too familiar with the challenges of working with small sample sizes. Qualitative insights are important but when go/no go decisions are at stake, you may need a more data-driven approach. But, how can you obtain robust market data for decision-making when your target population and treating physicians are limited?

Continue reading
How pricing research is helping FMCG brands fight inflation in developing countries

How pricing research is helping FMCG brands fight inflation in developing countries

By Robin de Rooij on February 26, 2019

When inflation hits, your pricing strategy inevitably feels the pressure. On the one hand, raising product prices will protect margins. On the other, you can’t risk pricing yourself out of the market. When consumers feel this pressure, their spending habits are likely to change, especially in developing countries and high-inflation regions.

Continue reading
Why it’s time to optimize your approach to brand trackers

Why it’s time to optimize your approach to brand trackers

By Jerome Hancock on February 20, 2019

Explore a driver analysis solution for analyzing stated and unstated factors

Tracking studies provide extensive information on brand perceptions over time. They play an important role in understanding what influences consumers and professionals to make decisions. However, as these groups become more empowered and have more choices to consider, your approach to brand trackers needs to evolve as well.

Continue reading
How a subscription meal-kit company plans successful recipes each week

How a subscription meal-kit company plans successful recipes each week

By Mike Mabey on January 8, 2019

Cooking up consumer insights for the creative masterminds

Consumers around the world are eating up the convenience, choice and personalization that online meal-kit delivery services offer. Today subscription boxes offer a variety of options for online shoppers and a host of challenges for brands. To stay ahead in this competitive online space, you must delight your customers with every box that hits their doorstep.

But what type of consumer insights are needed to inform the creative masterminds behind what goes in that box every week or month?

We recently set out to help a leading meal-kit delivery company answer just that. 

Continue reading
Introducing the Habitual-Deliberate Loop of consumer decision behavior

Introducing the Habitual-Deliberate Loop of consumer decision behavior

By Marcel Slavenburg on November 26, 2018

How a new view on the purchase decision spectrum can drive better market research outcomes

I recently got in a taxi cab with a few colleagues and we were so engaged in conversation that we didn’t realize we weren’t moving until the driver asked: “So, where are you headed?” As heavy Uber customers, all of us were in the habit of not specifying a destination verbally since the app conveys all the pertinent details to the driver. We assumed that upon entering the car, the driver should know where to go!

On that taxi ride, we reflected how consumer behavior, and our habits, changed so drastically in a few short years thanks to new technology. Uber disrupted consumers’ traditional routine (hailing a taxi on the street) to form a new habit (grabbing your smartphone to “call” one). What started out as a deliberate new choice to use a rideshare app, quickly turned into an automatic, or habitual, behavior.

This scenario perfectly illustrates our view of the consumer decision behavior spectrum: The Habitual-Deliberate Decision Loop. Disruption of consumer behavior seems to be happening at a faster and more frequent pace than before. We introduce this loop to offer brands a new view on how to analyze, disrupt and reinforce your consumers’ decisions.

Continue reading
(Infographic) Voice Tech Trends in US, UK and Germany

(Infographic) Voice Tech Trends in US, UK and Germany

By Cori Deutsch on November 15, 2018

With the increased adoption of voice technology, smart speakers and digital assistants, there’s no denying that Alexa, Siri and Google Home are changing consumer behavior. However, to what extent? Are consumers simply curious about these devices? Are their purchase decisions being guided by AI?  Will purchase trials shift to new shopping habits? 

As decision behavior experts, we set out to examine these questions by conducting research on consumer attitudes and adoption of voice technology in the U.S., U.K. and Germany (the markets the technology manufacturers have focused on). This infographic previews some of the research highlights.

Continue reading
e-Commerce experts share advice for brands adapting to AI

e-Commerce experts share advice for brands adapting to AI

By Julia Görnandt on October 2, 2018

Key takeaways on voice and digital assistants from ESOMAR Congress 2018

Artificial Intelligence, voice and digital assistants were all the buzz at ESOMAR Congress 2018. The promise is that when these technologies come together in digital personal assistants, they’ll make our lives easier, remove our “choice stress” and will become our trusted advisors. Sign me up! But, how will voice technology affect consumer behavior and how will brands tackle this new decision environment?

Our recent voice trends research included qualitative interviews with digital and eCommerce experts on this very topic. At ESOMAR, some of these respondents participated in our “Brands on Fire – How to adapt to the new market reality of AI platforms” panel. Danone, Wehkamp, Beiersdorf, Ericsson and SKIM had a lively discussion on the digital implications of AI for brands, marketers and insight professionals. I, along with Yasemin Ozdemir, had the honor to moderate the panel. Here’s what you missed and need to know.

Continue reading
Cracking the case of mobile-friendly conjoint surveys

Cracking the case of mobile-friendly conjoint surveys

By Hans Willems on July 16, 2018

Originally designed for the desktop environment, conjoint research on mobile requires a more innovative approach

Ensuring your market research survey is mobile-friendly is no longer a “nice-to-have” for insights professionals. With more survey respondents opting for smartphones and tablets over computers, this requirement poses an ever greater challenge for conjoint analysis.

Conjoint is the go-to methodology for measuring customer preference for product features, to determine how pricing changes affect product demand and to forecast likely acceptance of new innovations. However, it was originally designed for desktop and doesn’t marry well with the smaller screen sizes and shorter attention spans of today’s mobile respondents.

Continue reading
New considerations for mapping today’s physician journey

New considerations for mapping today’s physician journey

By Daisy Lau on July 3, 2018

Conventional research approaches to understanding prescribing behavior lack the insights required today

A physician’s decision – or reluctance – to prescribe your drug over the competition has long been influenced by a number of factors, such as clinical efficacy, sales rep touchpoints, marketing materials etc. However, the proliferation of online medical information, social media referrals and wellness apps have added more considerations to the mix as patients take more control over their health. Now physicians, and other healthcare professionals, are assuming more of a “listener” role during consultations vs. solely the “adviser” role.

This shift in interaction between prescriber and patient, coupled with mounting time and cost pressure from the payers, places more importance than ever on accurately understanding why and when physicians make their prescribing decisions.

Continue reading
Top Takeaways from SKIMspiration Europe 2018

Top Takeaways from SKIMspiration Europe 2018

By Mini Kalivianakis on June 29, 2018

Robots, tech trends and market research innovations take center stage in Rotterdam

Summer in the Netherlands not only blooms tulips, but also inspiration for marketing and market research executives at our annual SKIMspiration event. On June 21st, we opened our headquarter doors to clients and industry peers from leading companies across the Benelux region, such as Unilever, Roche, IKEA, and Aegon. Attendees, ranging from brand marketing and shopper insights managers to net revenue management and healthcare professionals, all joined us to learn how to Drive Digital Success. 

Continue reading