Emojis aren’t just for text messaging anymore. What started as a short-hand way to inject humor and emotion when texting has now entered the world of marketing communications. Why is that? According to Keith Broni, an emoji researcher and interpreter with Today Translations, “Emojis humanize business communication and allow companies to engage emotionally with consumers.” The effectiveness at conveying emotion is one reason for the growing use of emojis in marketing research.
At The DRG, we are fortunate to have three inspiring individuals on our Senior Management Team who set the strategic direction for our firm and serve as mentors to all our employees. Leading that charge is our President and CEO, Lanie Johnson.
What’s one thing all successful new products have in common? They fulfill a true customer need in a new and meaningful way. Sounds simple, but it’s not. While there’s no single path to any breakthroughs, conducting strategic new product research across the development process increases the probability of success.
Marketers recognize the strong connection between employee engagement and the quality of a brand’s customer experience. For instance, according to the Temkin Group’s Employee Engagement Benchmark Study, highly engaged employees are more than four times as likely to do something good for the company that is not expected of them, compared with disengaged employees.
The next generation of consumers, known as Gen Z, are just beginning to enter the workforce and flex their collective spending muscles. Born roughly between 1997-2010, they represent just over a quarter of the U.S. population, with an estimated spending power of $44 billion.
We live in a world where technologies like mobile apps, the Internet of Things (IoT), and artificial intelligence (AI) are becoming common place, and the world of marketing research is certainly not immune to it. For instance, mobile surveys using apps to collect data rather than via web connections are becoming more prevalent.
“Luck is what happens when preparation meets opportunity.”
~Seneca, Roman Philosopher
Break-through customer insights can come from many sources. But have you considered how findings from customer segmentation research can uncover meaningful CX insights?
There’s a delicate balancing act required when it comes to keeping tracking studies relevant. On the one hand, your tracker needs to be consistent from wave to wave. Otherwise you can’t be sure whether shifts in responses are due to your business efforts or questionnaire changes.
At The DRG, we regularly monitor industry trends always searching for opportunities to refine our research approaches, enhance our respondents’ experience, and provide the best possible CX intelligence for our clients. Last month, Greenbook published their bi-annual Greenbook Research Industry Trends report (GRIT), which provides an excellent overview of the market research industry, identifying current and emerging trends.
Robust brand health; it’s what every brand marketer works toward. However, the process of nurturing your brand, assessing its health, identifying growth opportunities, and putting plans into action can be challenging. That’s why we pulled together a collection of our top branding blog articles, to share five ways that strategic marketing research can help you nurture, tend to, and show your brand some love.