Once upon a time, store brands were considered cheap, generic, inferior – what you would buy when you are on a budget or seeking a bargain. These days, that fairy tale is over. Store brands and private labels have become … Read More…
Articles Posted in Innovation
If companies put half the innovation and creativity into their regular process that they put into Halloween (or Easter, for that matter) in and outs we would be awash in mind-blowing new products. This is what happens when you remove some of the typical ROI constraints in which companies are awash – you end up actually generating ideas that leap over those constraints, and create a category that is growing rapidly rather than one that is cost-reducing itself to death.
Ipsos has been getting a lot of questions lately about the political makeup of polls. This is normal towards the end of an election cycle – lots of people scrutinize the polls a lot more closely! We welcome the discussions, and it offers us an opportunity to help people better understand what makes up a quality political poll.
Innovation is a cornerstone of success. Building on that, the Ipsos office in Vancouver recently hosted its own Knowledge Summit on July 17 at the Vancouver Marriott Pinnacle Downtown Hotel. The event – It’s Cool to be Innovative – showcased tips, techniques, and cool research methodologies in terms of customer understanding, and taking brand and business success to the next level.
Within CPG, the impact of so-called “daily deals” today really rests on their ability to impact traditional marketing drivers such as awareness, distribution, trial and repeat. At a minimum a service like Groupon can be used to launch new products, induce trial, and create another distribution channel. Beyond that, if these services can truly be made to be social (though such examples are few at this point), the value increases exponentially. So experiment now. But do start with an end objective in mind, like you would with any marketing initiative.
Jon Krosnick is a frequent collaborator with Ipsos Public Affairs on methodological and public opinion issues. Prof. Krosnick is University Fellow at Resources for the Future and a professor of communications, political science and psychology at Stanford University. This post is as a guest contributor discussing the implications of the recently released research found here.
Our research team at Stanford has been tracking American public opinion on global warming since the mid-1990s, and Americans’ views on this issue have changed much like people’s views on other political issues change over time: slowly. The civil rights movement led to a change in public attitudes about race, but the change happened gradually. Likewise, the public health community convinced Americans that smoking cigarettes is dangerous to human health, but again, the proportion of people endorsing this view grew slowly over decades. Despite tremendous amounts of public discussion and debate about whether global warming is real and a threat during the last decade and a half, the proportions of Americans who have expressed various opinions on the issue have remained remarkably consistent.
As with the review website Metacritic, the static database problem runs rampant in Market Research, if you look for it – inherent in any rating where we ask people for a monadic evaluation without understanding current behavior and competitive context. Whether in CPG or other areas of life, the question isn’t whether you like something – it’s whether it would replace what you are currently doing. Next time you go to conduct a Market Research study, ask yourself these two questions. (1) Did I start by understanding current consumer behavior? (2) Did I force consumers to make a choice within a competitive context, by comparing to their current behavior? If the answer to either of these questions is “no,” you might end up with the Metacritic problem. Unless it turns out you truly do live in Lake Wobegon, and all your ideas are above average.
I wanted to share note on some polling which predates this blog. Ipsos, together with its media partner Thomson Reuters, conducted online polls in both the Florida and Ohio Republican primaries. In these states, we conducted multi-wave rolling samples that went up to the day before the election.
Pixar represents a company whose innovation process we should study and emulate within the CPG world. We should think about how their process works, and how they align with the way CPG companies operate. I’d argue within CPG we often take “relevant” and try to make it “different,” whereas Pixar takes different and tries to make it relevant. Same principles, different approach, better outcome.