knowledge

After entering the finals in three categories, EyeSee and Microsoft won the Global MR project award for work on Digital Shopper Experience study. Special congratulations to Microsoft’s Senior Manager of Customer and Market Research, Pinal Mehta, who took the lead on the impactful worldwide research project.

Women’s participation in sports competitions has been on a steady rise throughout history, albeit lined with many hurdles to overcome. Inspired by the historic high in female participation at the now postponed Tokyo Olympic games, where 48.8% of participants would be women, Twitter decided to take a deep dive into the way advertising portrayal of gender roles in sports influences brand perception and their consumers.

To better understand the ongoing impact of the health crisis, we are conducting a large-scale study tracking shopper and media consumption behavior. Using a combination of survey and RTM, the research is targeting the general population of the United States, France, and Germany – countries heavily affected and currently experiencing different phases in the pandemic cycle.

One of the most pressing questions in the minds of marketers today is – is it worth doing research given the current consumer sentiment? Our recent study shows that among consumers, uncertainty about the future and the impact the Pandemic will have on their lives, is high (around 60%). So how do we continue to learn and understand consumers in these trying times?

As most countries have experienced or are currently in some form of a lockdown – to no-one’s surprise – an increase in social media usage has been reported. That being said, we set out to explore whether we would get the same results in an ad study we did 12 months earlier. If not, what are the main differences in the outcome when it comes to advertising?

When it comes to e-commerce, the current pandemic fortified the already booming position of online shopping in the daily life of an average consumer. The past few weeks have seen a big change in behavior, with 48% of consumers increasing their online shopping. But how lasting will these new habits be? What is different now, in comparison to how adopters of online shopping used to behave and experience it before the crisis?

Whether you should be conducting market research during these turbulent times is a complex question with many opposing opinions – we already discussed the ways you can ensure reliable research results right now. In this blog, we elaborate on several perspectives on trend development and forecasting in the coming months, and one of the fundamental roles of insights – understanding what is happening in the consumer environment. How does a crisis influence trends? If companies are delaying research, how long should they delay studies for? What is the impact of postponing research?

With an unmissable presence in our day-to-day life – from showing off your cooking skills for your closest friends to companies digitally advertising their products – social media is an integral part of both

In recent months, we witnessed profound changes in our habits and how we shop – many people are switching to online shopping, even in categories where it was previously neglected, such as groceries and household essentials. With the pandemic still active, many consumers are experiencing very different restrictions in different places across the world. This has presumably affected every aspect of daily life, and it most definitely affected some key shopping categories.