wisdom of the crowd

GutCheck Launches Instant Research Communities

Posted by Sheila Shayon on March 30, 2012 11:04 AM

GutCheck is now out of beta with its latest product, Instant Research Communities, which offers brands and marketers quick access to consumer communities on their websites, Facebook fan pages, Twitter, and Google+.

GutCheck’s automated recruitment engine instantly qualifies respondents from these pools for private platform discussion and review of proposed business decisions.

We first covered GutCheck last year and spoke with Matt Warta, GutCheck CEO when the Denver start-up had just won the People’s Choice award (and $1 million in free advertising) at the DEMO Spring 2011 conference. “We’ve lowered the economic barrier to this kind of research,” Warta told us then.

Now it’s even lower, and the research is more refined. We caught up with Warta, in New York for the launch of GutCheck Instant Research Communities at The Advertising Research Foundation 2012 Re:think conference, and asked about reaction to their disintermediation of traditional Market Research Online Communities (MROCs).Continue reading...

brand science

IBM Study Shows CMOs Fail To Monitor Digital Channels

Posted by Sheila Shayon on October 14, 2011 03:22 PM

“From Stretched to Strengthened,” IBM’s latest Global Chief Marketing Officer Study, interviewed 1,734 CMOs from 19 industries and 64 countries. Topline findings converge on three points:

  • The empowered customer is now in control of the business relationship
  • Delivering customer value is paramount — and an organization’s behavior is as important as the products and services it provides
  • The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.

While 82% of marketing chiefs rely on traditional market research -- which delivers information about consumers in the aggregate -- comparatively few “are exploiting the full power of the digital grapevine,” with only 26% regularly tracking blogs, 42% tracking third-party reviews and only 48% tracking consumer reviews.Continue reading...

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response mechanism

GutCheck: Focus Group at Your Fingertips

Posted by Sheila Shayon on March 10, 2011 12:00 PM

Market research using focus groups is a $7 billion annual industry (according to Esomar) that hasn’t changed much in 50 years. Cue GutCheck, a Denver-based startup that offers the benefits of an average $4000-$10,000 focus group without the cost and hassle.

“Looking at the opportunities for DIY qualitative research, automating the recruitment process and reducing the cost and effort of in-depth interviews was the key to success,” GutCheck CEO Matt Warta told brandchannel. “We’ve lowered the economic barrier to this kind of research.”Continue reading...

brand science

You Can Pry Coke, Tide and Kraft From Consumers' Cold, Dead Hands

Posted by Abe Sauer on October 27, 2009 02:38 PM

Fascinating, counterintuitive data coming out of a year-long consumer behavior study finds that Kraft, Coca-Cola and Tide are the three brands least likely to be traded for store brands. The study should worry name brand owners, since "only 37% of consumers say name brands are more reliable, and 39% believe name brands are better quality products."

The data are edifying. Age breakdowns show consumers growing less brand loyal (and more price-conscious) as they get older. The huge numbers who are turning to private labels find Wal-Mart, Kroger, and Target to be the stores with the best selections.

An executive for the Integer Group, the conductor of the study, summarized the dilemma for many nationally advertised brands: "With this many shoppers doing price-comparison, name brands need to act now in order to keep consumers - and beyond the recession, entice consumers to return."Continue reading...

brand science

Facebook And Nielsen Play To Dominate Ad Effectiveness Research

Posted by Peter Feld on September 22, 2009 10:03 AM

Advertising effectiveness in media is a longtime research cesspool. For decades, advertisers have demanded data to "prove" their placements work, while allowing publishers and a small cottage sub-industry of market research vendors to use heavily skewed samples (often composed of a title's most engaged readers, or a site's most loyal users) to demonstrate such effectiveness.

Now, Facebook and Nielsen are getting into the act. CNET's Caroline McCarthy reports Facebook, with a huge user base but under growing pressure to demonstrate profitability (its Beacon ad partner program provoked a privacy backlash and is being shut down today), is rolling out Nielsen BrandLift as part of a broader partnership:

It will use opt-in polls on Facebook's home page to gauge user sentiment around advertisements, measuring "aided awareness, ad recall, message association, brand favorability, and purchase consideration." It'll roll out in the U.S. to a number of test partners this week and to all advertisers over the next few months. There will be "hundreds" of BrandLift tests in that time, the release explained.

People who take these polls can differ in profound ways from the vast majority of Internet users who are too busy for them, raising questions of how widely the results can be trusted. And depending on how the service is rolled out, there is risk for Facebook in crossing a user annoyance tipping point. Continue reading...

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