Market Research Surveys Build Brand Loyalty

Firms build brand loyalty through market research according to a report by Cint, a market insight company. Of those surveyed nearly 62% said they were more likely to buy a particular product from a company if they were asked their opinion in a study. While some studies have shown people getting survey fatigue, Cint says the 1200 consumer polled felt more loyal to those brands who surveyed them.


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Global Sports Market is Up

With the Superbowl, an international sporting event, it’s interesting to see the growth of the Global Sports Market, according to NPD a leading market research company.

Their 2011 report suggests the worldwide sports market grew 4% in 2010. This is based on the sales of “ sports equipment, active apparel, and athletic footwear.” The main drivers of these numbers come from sales of running, hiking/walking, and football/soccer products.

These products, the market research report found, are more resistant to downward economic conditions than other industries. The Global Sports Estimate Report shows seven countries with sports market size exceeding 10 billion, those include the USA, Japan, Germany, China, France, UK and Italy.

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Joseph Farrell who changed film-making through Market Research

No one who saw it can forget the movie Fatal Attraction.  Everyone has their own favorite scene but Market research pioneer Joseph Farrell, who died earlier this month at age 76, was responsible for convincing the studio to change the ending.

Farrell is credited with the expansion of opinion tracking for all major Hollywood studios helping market research drive key movie making decisions.  This set up a battle, however, between those who saw movies as purely art and those who viewed them as money-making ventures.

After working for Louis Harris Mr. Farrell founded the National Research Group, which re-worked the pre-release and preview screening process. The NRG became the most influential marketing consulting firm in Hollywood.

Farrell said of his much-maligned work:  “The film is the athlete; I just give it every training tip I know…Filmmaking is a creative pursuit but must ultimately go commercial. Market research, a town meeting of sorts, lets the filmmaker know if he’s communicating effectively with the public.”

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Segmenting Markets in India

Segmenting markets is becoming an important issue in business research and intelligence in India.

Market segmentation, as defined by The Market Research Company India, helps companies identify and pin point the market into groups of potential customers with similar motivations and characteristics.

By segmenting out certain markets it makes marketing in this growing economy far more productive and profitable. An organizations can study entire markets with a single offer, or target more specifically certain segments.

A Market Research Company in India can follow five ways to segment markets.

1. Geographic Segmentation.
2. Demographic Segmentation.
3. Psychographic Segmentation.
4. Behavioral Segmentation.
5. Product Differences.

While the steps to achieving segmentationg are not laid out the goal is to maximize sales and profits, not necessarily brand recognition.

Some steps include:  Identifying the entire market, profiling segments, summarizing segments, assessing which segment is most attractive, selecting a target market and determinig segment positioning.

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Analyst Suggests Market Research to Grow Sales

In a recent Washington Post article, a SageWorks research specialist, noted a 7% increase in Private Company sales last year, with most still struggling with a tough economy. A possible way out, according to the article, is using market research for customer insight. The article suggests quick call communication, better examination of how your customers use your products, bringing your customers in to your internal process and surveying them, get them talking and talking to you.

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Feedback Fatigue

At some point does a survey's results weaken the more you ask?

An Associated Press article suggests the post-holiday purchase appraisals are giving Americans feedback fatigue.

It has become so easy to ask for feedback with email 
that requests for comments and opinions has caused a backlash against the very good customer feedback that the customer at first received.

This theory took flight with late-night comedian Bill Maher telling a company, "I was actually pretty happy with your customer service, up to the point where you asked me to take a survey about your customer service."

Consumers are getting fed up with giving their feedback for free.  Further they fear giving out their personal data and who is to say the companies are listening.

Responding to the backlash Google stopped requesting feedback Gmail users complained.

While historical market research polls continue to be effective, the proliferation of email based customer-satisfaction surveys is a new phenomena.

Some fear the pushback on feedback could hamper important government data-gathering like the census or unemployment statistics .

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The Drunkest Market Researchers?

The Daily Beast used Marketresearch.com partner Experian Simmons to help determine, just in time for holiday season, America's Drunkest Cities of 2011.

The Daily Beast used Simmons to help determine the average number of alcoholic drinks that were consumed, per month by the residents of more than 200 cities across the US.  The report was completed before the considerable holiday drinking, so this includes more likely beer and wine more than Eggnog.

Binge or heavy drinkers for each metro area was also gleaned using the Centers for Disease Control statistics. In determining a final ranking they gave the average number of drinks twice the weighting as the heavy drinking population.

Congratulations to Boston where 20% of the population are considered binge drinkers, while Springfield Mass comes in at second place.  The East Coast stranglehold was crushed in third place by Milwaukee, the home of many brewers on and off the field. Rounding out the top five was Reno and San Antonio.

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Marketresearch.com and Yoda

How often is there a New York Times article mentioning Yoda, Marketresearch.com and Larry Finkel?



Not that often, but it did happen on January second in an article about how Pepsi is using the release of “Star Wars: Episode I — The Phantom Menace 3D” to promote its Brisk iced tea and juice drinks.

New product packaging and a mobile game app is being rolled out targeting males aged 18-29.

Mekanism, a San Francisco based agency is working to help Lipton's Brisk ice tea in the social media market.  An effort industry experts say is working.

Brisk brand sales have more than doubled and according to our own Larry Finkel, dollar sales are up 12%.

This sales growth exceeded rival brands including Arizona and Snapple.

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