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Your Marketing Research Is Not Representative. Here’s Why.

“You get a car! And you get a car, and you…!” When Oprah gifted 276 unsuspecting audience members a brand new fully loaded Pontiac G6, cheers erupted from the crowd. In a similar fashion, but with far less flair, when market researchers “gift” clients fully loaded sales pitches claiming “you, you, and you get representative research,” the deafening silence is even louder. You see, just as the cars Oprah gave away weren’t technically free (guests had to pay the taxes), more than likely, the marketing research you’re getting isn’t technically representative. And from the results of your last marketing campaign, you’re probably starting to figure that out.

Nearly 50% of U.S. Households Have Smart Speakers, Younger Consumers Drive Demand

In 2017, smart speakers sat on the counter-tops and coffee tables of just over 30% of U.S. consumers. Today, that number has jumped to nearly half according to our 2020 ThinkNow Voice-Controlled Products report brief, which is on par with earlier predictions that 55% of homes will have smart speakers by 2022. The most popular speakers, Amazon Alexa and Google Home, dwarf category competitors like Apple Homepod.

Cultural Relevance In Marketing Now More Important Than Ever

In the wake of the COVID-19 pandemic, marketers across the globe are adapting to the “new normal” of advertising by pulling commercials created pre-virus that may now be seen as insensitive. The focus has shifted to brand-building, with new campaigns that highlight how brands are helping during this crisis. Given the circumstances, many marketers are doing a great job of pivoting during this global crisis.

SBA 8(a) Firms Are Ready in Times of Crisis

During times of crisis, Federal contracts must be awarded as quickly and efficiently as possible. Federal contracting, however, is deliberately slow to ensure public funds are spent responsibly. There are, of course, contract vehicles that allow for quick awards during emergencies. But, these vehicles are generally limited to specific areas deemed critical when a disaster is declared. The pool of vendors who bid on these projects isn’t necessarily pre-screened, which would help determine their ability to meet the needs of the award.

April 15th, 2020|Blog, Small Business, Total Market Research|

Is This The End Of Market Research?

Standing in line at the grocery store last week to get some essentials, the existential crisis we have all been going through the last several weeks since COVID-19 hit the U.S.A. hit me hard. As a business owner, the economic reality playing out in front of us is bleak and we are all doing what we can to service existing clients. But standing in line, knowing that my brand preferences are out the window when it comes to groceries, I realized that it is out the window for all consumers.

Music Marketing Trends Reveal New Ways to Engage Multicultural Consumers

Music, one of the most prolific forms of cultural expression, influences consumer behavior and brand affinity. In this week’s episode, Nidia Serrano, Audience Marketing Director at Pandora, discusses how cultural cues impact trends in music marketing research, and how advertisers can use those insights to create relevant content for multicultural audiences. 

Will Hispanic Voters Swing the 2020 Election?

Most people are surprised to learn that nearly 30% of U.S. Hispanics voted for Trump in 2016. Hispanics, it turns out, are not a homogeneous group. Over 50% are U.S. born with roots in 20 countries of origin, each with its own rich cultural and political heritage. The world, however, has changed considerably since 2016. Voters have a clearer idea of the president’s policy priorities and leadership style.

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.

How COVID-19 Is Changing Consumer Behaviors

As the reality of being quarantined here on the west coast starts to settle in, we decided to process the unprecedented COVID-19 pandemic as any good market researcher would – with research. ThinkNow conducted a nationwide online survey of 500 American adults during the week of March 6-11, 2020. The sample was stratified with respect to race/ethnicity, age, gender, and US region per Census benchmarks.

Redefining Diversity & Inclusion Is Essential To Business Sustainability

In this episode, we examine how redefining diversity and inclusion positively impacts business performance and reveals unique opportunities for businesses to bootstrap growth. Kristin Luck, Founder of ScaleHouse and WIRe (Women in Research), discusses the pitfalls of the corporate patriarchy and ways industry, in general, can help level the playing field for marginalized groups.