Hot Topics
Don't Let Bad Research Spoil a Good Community
July 2008- There have been an overwhelming number of recent articles from industry
pundits about the value of online communities, their proper use, and the types
of insights that can provide to your business.
We agree that when used correctly, online communities are an excellent source
of directional insights. But when you apply outdated research techniques to
these communities you can not only damage the value of the community, you can
damage your brand promise.
Read how you can avoid these pitfalls here.
Past Topics
Word of Mouth Key to Success Across Verticals
May 2008 - In the
past few years there has been a change in perception regarding word of mouth
from a “nice to have” to becoming critical to a company’s success.
The continued deterioration of corporate
trust combined with the explosion of online discussions and reviews, as well as
a general recognition of what was already going on in the market has driven
progressive companies to put significant time and expense into driving positive
word of mouth for their brands and products.
Through our work with leading brands we have seen the impact
that positive and negative word and mouth can have on business success and
recently conducted an interactive research session with 285 participants (via
our Engage Live + Open methodology) to explore the issue further at a broad
level and specifically within the restaurant, consumer packaged goods, travel
and hospitality, and media verticals.
This 13 page summary includes statistics and verbatim
responses explaining the social dynamics of decision making, trusted
information sources, negative word of mouth, the most impacted categories and
brands, and WOM’s impact on behaviors for each category.
A few key findings:
- 74% of
participants said that they consult friends and family when searching out
a new activity or product
- 86% of
recommendations still take place face to face (by phone is 2nd
at 9%)
- 70% of
participants who received a restaurant recommendation try it.
If you would like more information on specific verticals or
subgroups,
email
us for access to the interactive session dashboard and/or our automated
reports and transcripts.
Click here to download the report.
Mothers
Still Concerned About Marketers, But Take Responsibility
March 2008 - Invoke Solutions used their Engage Live and Open
methodologies to conduct a 60-minute interactive research session with over 200
mothers of children under 18.
The goal
was to get a quantitative and qualitative read on how they feel about marketing
to children, what is appropriate, and where the responsibility in protecting
their children lies.
We
covered five main areas:
general
perceptions, brands and product categories, media exposure, shopping with
children, and whose responsibility it is to protect children.
Click to read more and download the summary
Consumers Say Green is Nice, Taste is Better
February 2008
- Invoke Solutions, with help from their partners Added-Value Research
and Greenfield Online, conducted an interactive quali-quant research session
with over 250 adults about “ethical marketing,” green consumption, and its
actual impact on buying behaviors with a focus on juice.
This 60-minute session is part of Invoke’s
monthly Invoke Live research program.
Click to read more and download the summary
