Amy McLaughlin on ExperientialMean, Median, and Mode: Are they Actionable in Research?
As you probably know, I’m not a math-oriented person by nature. I came to research through an innate curiosity about people and what makes them tick. The combination of brand marketing and research is a good spot to land for someone who is driven by a need to understand the intricacies of human behavior... [Read more...]Simple Technology to Advance Your Event Marketing
Management consulting firm, McKinsey & Company, predicts that close to 75% of the worldwide population will have access to mobile and Internet technology by 2030. Harvard Business Review suggests that keeping things simple is the key to building strong customer relationships.... [Read more...]Secondary Research and Experiential Marketing Analytics
Secondary research sometimes gets a bad rap. I’ve heard it called boring, difficult to find, and somehow “less than” primary in value in experiential marketing. The truth is, it can be all of those things. But it doesn’t have to be, if you know how to use it. Let’s look at both primary and... [Read more...]Psychographics: Understanding Your Consumers on a Whole New Level
In one of our previous blogs, we shared the story of how a client used psychographics to develop a target consumer profile. But, what does psychographics mean? Sometimes, people confuse psychographics with demographics, like age, gender, household income, and education. Rather, psychographics is about... [Read more...]Good Deeds Pay and Word of Mouth Spreads Quickly
We do a lot of work that relates to customer experience, looking at how those experiences translate to loyalty. We use various metrics to gauge the results of the consumer experiences and translate them to purchase and recommend intent. Most of the time our clients have launched a targeted campaign... [Read more...]How to Measure Product Trials
Conducting product trials is a great way to promote and measure brand awareness and perception. Product trials are more effective when followed up with a short survey to measure the value of the interaction. In fact, a study conducted by McKinsey proved that word-of-mouth recommendations are a very... [Read more...]Brand Perception and Influence Starts Early – Lasts Forever!
As consumers and customers, we use brand awareness to make purchase decisions. We do this almost on a daily basis throughout our lifetime. For this reason, it is vital for companies to keep a watch on the pulse of brand awareness and perception. Research suggests that children recognize brands by 1½... [Read more...]How Has the Internet Changed Marketing Research?
I’ve been involved in market research for so long that Palm Pilots were the hot giveaway at the first customer relationship management conferences I attended! I remember when futurists predicted that mobile technology would be a big thing. Nobody would disagree that the internet, mobile devices, and... [Read more...]The Rhyme and Reason to Filling the Focus Group
When we sign up to manage a qualitative project that involves focus groups, one of the first things we establish is screening criteria. In order to build a focus group things such as demographic criteria (gender, age, and income) as well as behavioral and preferential guidelines (psychographics) need... [Read more...]Know Your Customers or Kiss Them Goodbye
Here at PortMA we measure attitudes and apply proven models to predict consumer behavior for companies on a regular basis. It’s at the core of what we do. Inevitably, we can’t help but consider our own buying behavior and how we relate to brands in the larger scheme of things. The... [Read more...]Data Speaks: Tell the Best Story With the Data That was Collected
The other day I proudly bought a book about how to display data in a way that is visually pleasing and enables readers to quickly understand what they are looking at. Data visualization is the buzzword, but for me it’s kind of like dissecting pieces of math until I understand and can paraphrase it... [Read more...]Integrating Experiential Marketing with Impressive Results
The more recognizable a brand, and the more positively consumers perceive the brand, the more likely they will purchase it when need that particular product. As an example, let’s use an exceptionally successful, very well-known, marketing campaign that has integrated an experiential marketing... [Read more...]Event Marketing and Innovative Consumer Touch Points
Management consulting firm, McKinsey & Company, predicts that close to 75% of the worldwide population will have access to mobile and Internet technology by 2030. Harvard Business Review suggests that keeping things simple is the key to building strong customer relationships so that they are... [Read more...]