Author: Michael Dorr, Sr. Vice President
Spring was in the air in London last week (in very stark contrast to the stormy/winter weather we’ve had in Toronto) and that feeling of rebirth and optimism was very present at the Market Research Society’s annual conference: Impact 2017.
The conference’s provocative tagline “Are you Future Fit?” asks an important question for market research professionals, our clients, and consumers in general. The topic of “future proofing” is especially topical, given our industry’s poor track record in 2016 at predicting outcomes.
Some constructive solutions for more accurate foresight were presented…
- Continuous / agile research: avoid the 1-time “testing” mentality
- Prototyping of ideas helps take a concept to a possible reality
- Foresight is not always a consumer-led process (i.e. secondary research, experts and trends may be the right way to lead your future proofing initiative)
More broadly speaking, one topic at MRS Impact this year really inspired me: Gender Equality. And how better to demonstrate this than have half of all this year’s conference speakers be women (kudos MRS!). The topic of inclusivity was woven throughout the conference and I wanted to share with you some of my observations…
Why companies are using online pack testing
Physical eye tracking at shelf, as measured by laser technology, has been the long-standing measure of success in packaging design research. A Hotspex study set out to determine whether our Eyespex™ online attention tracking tool is comparable to laser eye tracking. We discovered that online testing is as effective as laser and, in the process, we uncovered a disruptive truth.
We are very proud to welcome Dr. Dan Young as our new Chief Behavioral Scientist.
A Ph.D. Cognitive Psychologist and Market Research scientist with 30 years of behavioral science expertise at Procter & Gamble, Dan will be joining us to expand our capabilities in applying cognitive and social psychology, and neuroscience, to important client business questions and brand challenges.
Dan has spent most of his career applying organizational capability to brand strategy, product development, design, and communications.
Aron Galonsky has been hired as Managing Director of US business.
Aron’s role includes oversight of the US business, thought leadership, and the sustained development and strengthening of product and service offerings. He brings a wealth of experience to the organization, having held research and consulting leadership roles most recently at Interbrand, Harris Interactive and TNS prior to that.
Can you identify some of these brands? Why are some of them so easy to recognize? What emotions do you feel when you recognize them?
What is a Distinctive Brand Asset?
Distinctive Brand Assets are consistent sensory & semantic cues that make it easier for consumers to identify your brand and recall the associations related to it.
Bù is a new and exciting wine that just launched in the Quebec market.
The Constellation Brands Canada team leveraged a key insight – a sommelier’s recommendation can give a brand credibility while providing wine drinkers peace-of-mind that they’re choosing the right wine! Bù was developed in partnership with a well-regarded Quebec sommelier Jessica Harnois (whose signature you can see on the label). She will be curating this line of wines from a variety of regions from around the world.