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Your Gen Z Problem Is A Multicultural Problem

Millennials are so yesterday. That’s the growing sentiment among brands as they make the shift away from the once-coveted Millennial consumer to now court the new generation in town, Gen Z, or the “iGeneration.” The oldest Gen Zers are now entering adulthood and look very different than their Millennial counterparts. They are the country’s most racially and ethnically diverse generation ever. Additionally, they are on their way to becoming the best-educated generation, according to a Pew Research Center report.

March 31st, 2020|Blog, Consumer Sentiment, Integrated Market Research, Market Research Professionals, Multicultural Consumers, Need to Know, Qualitative Research, Total Market Millennials, Total Market Research|
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5 Private Sector Best Practices Government Agencies Should Adopt

At ThinkNow we have the privilege of being able to work in both the public and private sectors, often on similar types of projects, and have noticed key differences in how they operate. Government agencies tend to be more procedural, with a clear chain of command, while private companies tend to lean into a more collaborative approach. Those differences are often necessary to the efficient operation of the organization or department but not always. The challenge for both is to break out of old mindsets and habits that hinder effectiveness.

January 17th, 2020|Blog, Government Research, Market Research Professionals, Need to Know|
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Art & Science: How ThinkNow Delivers the Story You Need

“As long as there have been campfires, humans have gathered around them and conveyed their view of the world through the use of stories.” Geoffrey Berwind nailed it. Storytelling has long since been hailed by content marketers as one of the most effective ways to capture the time and attention of prospects. Stories are powerful connectors. When told or written masterfully, they ignite the imagination and spark curiosity. But why are we talking about storytelling here in the context of market research? It’s simple. As it turns out, the way traditional market research has been reported for the last 50 years has been all wrong. That’s a bold statement, but sadly true. You’ve been there, trapped in a dim boardroom, eyes glazing over, walking through a presentation deck 100+ slides deep chock full of charts and graphs. The facts are reported, but you have to wonder just how much understanding clients walk away with.

December 17th, 2019|Blog, Hispanic Market Research, Hispanic Research Best Practices, Integrated Market Research, Market Research Professionals, Multicultural Consumers, Need to Know, Qualitative Research|
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How To Identify And Reduce Cognitive Bias In Market Research

Brand strategists are tasked with knowing when to include market research in the scope of agency work for clients and with pushing back on the inevitable biases that arise in the agency when collecting and analyzing that data. Cognitive biases, the collection of faulty ways of thinking hardwired into the human brain, permeate almost every aspect of our lives. From anchoring to zero-risk, humans live and work with various types of cognitive biases that can impair judgment and stall progress, both personally and professionally.

October 14th, 2019|Blog, Integrated Market Research, Market Research Professionals, Multicultural Consumers, Need to Know, Online Market Research, Qualitative Research, Quantitative Research|
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Shifting From ROI To This Will Make Your Next Conference The Best One Yet

While we’ve all been told that attending industry conferences are an “investment”, the reality is, conferences often seem more like an expense than a value-add. From registration to the plane ride there and back, time away from home, and the mountain of work piling up, conferences cost. So, as attendees, we go in with an “ROI mindset,” meaning, we’re asking ourselves, “how can I make this payoff.” So, armed with a conference badge and a stack of business cards, we jump into the endless sea of small talk. But recently, I had a different experience.

November 12th, 2018|Blog, Need to Know|
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ThinkNow Launches First MarTech Multicultural Segmentation Tool – ConneKt

ThinkNow ConneKt and Knowy App Provide Real-Time Multicultural Consumer Insights We’re excited to announce that ThinkNow has just launched ThinkNow ConneKt, the first audience planning and segmentation tool focused exclusively on the multicultural market. This MarTech solution provides behavioral and psychographic data combining mobile intelligence, first-party data and panel profile insights to deliver a holistic view of multicultural consumers. “ThinkNow ConneKt is the first tool to help digital marketers go beyond binary targeting efforts to connect with multicultural consumers in real-time to deliver higher ROI on their advertising investment,”says Mario X. Carrasco, co-founder and principal, ThinkNow.

July 19th, 2018|Blog, Integrated Market Research, Market Research Professionals, Need to Know, News, Online Market Research, Total Market Research|
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Is Trump The Ultimate Market Researcher?

The escalation of rumors that DACA was to be rescinded caused shockwaves throughout the Latino community and beyond. When Jeff Sessions made the official announcement terminating the program, the backlash was loud and swift. Flash-forward to present day fraught with rumors that President Trump may be open to keeping a variation of DACA, pundits, detractors, and supporters alike have labeled him a political flip-flopper. That may or may not be true, but what stood out to me as a market researcher is how Trump has used the ultimate pulpit – the internet – to test ideas and measure a nation’s response.

October 9th, 2017|Blog, Need to Know, News, Online Market Research, Qualitative Research, Quantitative Research, Social Media, Theory Blog|
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Journal of Cultural Marketing Strategy Names New Executive Founding Sponsor

We are excited to share that ThinkNow Research, the leading multicultural market research firm, has been named Executive Founding Sponsor of the Journal of Cultural Marketing Strategy, published by Henry Stewart Publications. The journal is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a substantive contribution to the field of cultural marketing.

July 6th, 2017|African-American Market Research, Asian-American Market Research, Blog, Hispanic Market Research, Market Research Professionals, Need to Know, News, Total Market Research|
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ThinkNow Pulse™ Total Market Consumer Sentiment Report: Qualitative Insights

For many Americans, the current political climate is distressing, but not disruptive to their day to day lives. But for the 55 million Hispanics that currently call the United States, home, that isn’t the case. Donald Trump launched his presidential campaign with an attack on Hispanic immigrants. Now that he’s in office, the conversation on immigration has erupted into a maelstrom of ignorance and intolerance. At ThinkNow, we were curious as to how President Trump’s leadership and the resulting chain of events, thus far, has affected U.S.

February 22nd, 2017|Blog, Consumer Sentiment, Hispanic Consumer Research, Hispanic Market Research, Hispanic Online Research, Hispanic Research Downloads, Integrated Market Research, Need to Know, Online Market Research, Qualitative Research, Total Market Research|
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SampleCon: Datapalooza And The Rise Of Behavioral Data

I just returned from my first SampleCon in New Orleans today. I was asked to join a panel of thought leaders discussing Innovations in Engagement of Hard to Reach Audiences. We didn’t solve the issue of how to reach those audiences from a sample perspective, but we did have productive conversations that yielded new insights on how to address this conundrum now and in the future. Dyna Boen, UB Mobile (left), Mario X. Carrasco (center), Jim Bernier, GfK (right)

February 6th, 2017|Big Data, Blog, Market Research Professionals, Need to Know, News, Online Communities, Online Market Research, Online Market Research Sample, Total Market Research|
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