knowledge

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.

One day in March (hard to say which day exactly), everything changed – suddenly and quite dramatically as the realities of COVID-19 became evident. In addition to many usual behaviors coming to a halt, new ones emerged; old ones re-emerged and some nascent ones saw their adoption accelerated. Now the question is, which of these will stick once society fully re-opens and a vaccine becomes widespread?

Only 7% of companies are choosing to keep investing in marketing, while others are cutting down advertising budgets and putting on hold future campaigns for the time being. With people still unsure about the forthcoming, investing in ads and creating anything but an impeccable and impactful commercial may seem daunting to advertisers.

After a highly sought-after webinar on September 2, in which Jonathan Asher, EyeSee’s EVP, and Karen Kraft, Senior Consumer Insights Manager, Johnsonville, exchanged opinions on the conflicting trends in the CPG shopping domain, we bring you the best outtakes and conclusions from their conversation. If you missed the webinar – watch the session recording here.

In the converging area where Pharma meets FMCG lies an exciting field brimming with innovation, staggering growth, and new sectors that blur the lines between these industries. Although regulations and limitations rule the manufacturing of many such products, it is worth asking, is packaging in consumer healthcare so different from FMCG, or could we draw parallels between some rules and trends?

This year has proven that in times of crisis, adaptability is the one strength and skill that is key to helping both businesses and individuals cope with the looming uncertainty. In 2020, we grew in the face of challenges while taking care of each other – all 101 of EyeSee team members.

For the second consecutive year, EyeSee has 3 nominations in the finals of Quirk’s Marketing Research and Insight Excellence Awards! We are immensely honored to be shortlisted and our work and collaboration with Twitter to be recognized in this way.

This year, there were plenty of opportunities for brands to take a stand on different social issues. The big question remains – how do you do it right? With many brands missing the mark on socially conscious advertising, EyeSee researchers wanted to turn to behavioral data and see what it has to uncover about crisis messaging and how it affects brand equity. Read on for a deep dive in the results of one of the most extensive mobile behavioral studies, conducted on 1800 respondents in an Instagram environment.

For decades, marketers have realized the massive predictive potential of behavioral research methods. However, as recently as 8 years ago, reaching into the behavioral research toolkit was a rather impractical affair for brands, taking up weeks and big chunks of budget. A clever idea by EyeSee’s founders – to use respondents’ own devices and webcams to follow eye gaze – kickstarted a whole revolution in behavioral research, opening it up to further innovation.