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Technomic Talks Pizza; uSamp Provides Aficionados

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In a new study in partnership with uSamp, “Consumers are setting new standards for the quality and variety they expect,” said Darren Tristano, Executive Vice President of Technomic, Inc. “The fast-casual pizza segment is succeeding because it’s matching customers’ needs for quality, freshness and the ability to choose from among a broader selection of ingredients.”

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Written by lsozio

April 7th, 2014 at 3:31 pm

Quantifying Emotion:
How to Collect Data Based on a “Feeling”
Live from #ARFReThink2014

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By Daniel Ross, SVP of Product and Technology


It’s no secret that we’re in the age of quantifying. In baseball, it’s all about the numbers – countless stats are collected and analyzed to try to predict the success and future of players and teams. However, that does not mean we can discount the “feel” of things, either. As Chairman Emeritus of DDB Worldwide Keith Reinhard told a crowd at ARF Re:think 2014 yesterday, when you hear the bat crack against the ball, you know it’s a home run.

The same, according to Reinhard, goes for advertising. As much as there is a science behind how to make a successful campaign, so much of it comes down to a gut feeling of what will do well. Specifically, Reinhard explained, success can come when connecting with your audience emotionally. Take State Farm’s campaign, for example. Their advertising isn’t centered on their policy, it’s about the hometown feeling they offer their subscribers. Their promise to be “like a good neighbor” and be there for you when you need them most is what attracts people to their business.

So if Reinhard is right, and successful advertising often comes from emotional appeals that develop based on gut feeling, how do you gauge when you have a successful campaign? That’s an idea uSamp is continually trying to address, most recently through our expansion into Mobile. We want to get that data from our users in the moment – capturing their emotional responses as they experience them.

The possibility for reaching consumers at the moment of truth is already out there. Keller Fay Group’s CEO Ed Keller and Discovery Communication’s Senior Vice President for Market Resources Beth Rockwood addressed this idea during their ARF Re:think 2014 session “Talking Social TV 2″ yesterday. Television viewers are socially connected, with 1 in 5 viewing occasions involving social media. People are already developing the habit of cataloging their in-the-moment responses to what they see and hear around them.

If Reinhard’s right and advertising’s success is the emotional response, then businesses need to collect that data instantaneously and to have an accurate understanding of how their company and products are perceived.


Written by adrien

March 25th, 2014 at 7:49 pm

Morpace Case Study:
Mobile Gives Electric Vehicle Owners a Voice

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We love pushing the boundaries of mobile market research innovation. More importantly, we love providing our clients with the platform and the freedom to take mobile in directions that we never considered. Our latest collaboration with Morpace and their panel of electric car enthusiasts (see video below) highlights a creative execution of mobile research. Not only was the vertical intriguing, but the consumer feedback proved product altering for Morpace’s auto clients.

This also got us thinking about how we can best communicate the value of mobile research to those not yet invested in this space. Interested in expanding your mobile repertoire? Check out four more ways to make mobile research work for you.

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February 24th, 2014 at 4:29 pm

Data Privacy Part II:
The Anatomy of an Amendment

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By Justin Wheeler, VP Product Innovation & Business Development

In my first post about our data privacy study, we learned that regardless of political affiliation, an overwhelming percentage of Americans find the government’s data monitoring practices troubling. In fact, Americans are so concerned about the safety of their personal information that they’re ready to support a Constitutional Amendment on data privacy. But it’s easy to get behind such an amendment without having to articulate what that means. We wanted a clearer understanding of what Americans want in an amendment, so we asked respondents to evaluate and rank potential amendment language.

Rewriting History

In order to get specifics on privacy amendment language, we showed respondents several proposals and asked to rate them in terms of appeal. Note: For comparison purposes, we included the 4th Amendment, which protects citizens from unreasonable search and seizure and is the closest thing we have to data protection under the law. We found that 84% of respondents thought the language from the 4th amendment appealing, but there was slightly greater support (85%) for a more strongly and clearly worded amendment related to data privacy. This proposal also received the highest number of “extremely appealing” votes. The proposed amendment that received the third most support was excerpted from a November 2013 publication by the United Nations General Assembly about the right to privacy in the digital age.


The results of our privacy language question suggest that voters tend to support strong language that explicitly limits the government’s scope of authority.

When we asked respondents to rank specific statements and choose three that should be included in an amendment, the support for limiting power in government agencies became even clearer. The statement with the second-most votes for the #1 ranking includes language about “prohibiting” the government’s authority to engage in general or blanket data monitoring and gathering:


So there we have it. The amendment is already being written. Congress’ job is practically done. Only one question remains: who will champion this cause? The President made only a passing remark on this issue in his last State of the Union Address, so we still don’t know if data privacy will be made a priority by the current administration. In my next post, we’ll learn which political figures Americans feel most align with their position on data privacy. Have we predicted the next election? Not likely. But we sure have some interesting directional data on our hands. One last thing: Don’t forget to check out our infographic for more results from our data privacy survey.

Justin is entering his 15th year in the SaaS space, having helped to build and manage DIY business service and marketing platforms at Overture/Yahoo!, Perfect Market Technologies, and Spot Runner. Since joining uSamp, he has managed the insights platform providing Online and Mobile insights to over 40,000 clients in only 18 months of operation.

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February 7th, 2014 at 10:59 pm

GRIT Review: Are We Pioneers?
Market Research’s Foot-in-the-Past Problem

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The industry’s final word on all things market research is here at last! The winter 2014 GreenBook Research Industry Trends (GRIT) Report released this week, and it’s chock-full of fascinating insights, trends, and discussions about where the industry is headed. Our very own Robert Clancy, VP of Insights and Strategy, adds his commentary on the slow adoption of mobile in the industry and what might be holding researchers back. See below for more.

2014 Year-in-Preview:
Ben Leet’s Predictions

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In this post, Ben Leet shares his predictions on where the market research industry is headed in 2014.

What is your New Year’s resolution in 140 characters?

Stay ahead of the game! The pace of change will not slow down anytime soon.

What do you anticipate being the biggest trend for 2014, and why?

As mentioned before, I think the wider marketing world is going to move increasingly into big data analytics to find uplifts in marketing ROI, and I still think research has a big part to play in this area. And, of course, mobile methodologies will continue to evolve and adoption of them will increase.

What companies/brands do you think will do well in 2014, and why?

Those that understand how consumers think and move with them will do well across all verticals, but those that continue to “do what we’ve always done” will start to fall by the wayside pretty quickly.

Any thoughts on what 2014’s biggest buzzword might be?


What will success look like in 2014?

For my company it will be to continue innovating and bringing new concepts and ideas to the marketplace, and I hope the same is true for the industry at large.

2014 Year-in-Preview:
Lisa Wilding-Brown’s Predictions for Research Magazine

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In this interview with Research Magazine, Lisa Wilding-Brown makes her predictions for what’s to come in 2014 for market research.
Looking Forward

What is your New Year’s resolution in 140 characters?

Always remember the consumer when designing research studies—and drink less coffee.

What do you anticipate being the biggest trend for 2014, and why?

Rich media will be supremely important in 2014. Companies have already begun asking for photo and video submissions from customers, but we’re still far from understanding how best to utilize this type of media to gain insights. Pairing rich media with a mobile survey provides a structured environment through which we might better analyze this information.

Any thoughts on what 2014’s biggest buzzword might be?

Privacy. With great power comes great responsibility – especially when it comes to consumer data. When respondents complete surveys they invite us into their personal space, and marketing professionals and companies should respect that space. In 2013 data collection and sharing became a hotly contested issue, so as mobile market research expands, we need to be sensitive to privacy rights by maintaining transparency and handling information sensitively and responsibly.

What will success look like in 2014?

Pushing ourselves to continue leveraging technology for innovation, and to be nimble and responsive to industry needs. Success for uSamp means moving the industry forward in a way that benefits both companies and their consumers.

2013 Year-in-Review: Top 5 uSamp Blog Posts

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Data, whether it was being leaked, mined, or modified by “big,” was on everyone’s minds in 2013. Mobile technology continued to push forward with lower-cost, higher-tech, sharper-pixelated options emerging in the market; while telecommuting, something that seemed the natural progression of the digitally savvy millennial, took a step backward. Many of these major developments also rippled through the market research community, so uSamp’s leaders took to the blog to weigh in and offer commentary on how these changes shaped the direction of our industry.

Here are our top five blog posts from 2013:


#5 An App Alternative: How the Mobile Web Expands Reach

A late entry in the year but an obvious contender for top blog post. In this piece, uSamp director of product Allen Vartazarian explains why mobile apps are not the only game in town when it comes to mobile market research.

#4 The Virtual Office Place: Productive or Disruptive?

Yahoo CEO Marissa Mayer’s decision to pull the company plug on all telecommuting sparked huge debates everywhere from the water cooler to Twitter and more. In an age where technology has made working remotely so easy, the ban seemed a counter-intuitive move on Mayer’s part. We took the polarizing debate to our panel and received surprising results, which we pulled together in this infographic.

#3 Big Data in Market Research: Big Deal or Big Hype?

Big data was certainly the buzzword of record early in the year, that is, until over-zealous jargon junkies sucked every last drop of meaning out of it. And while data may be the new gluten-free in the media, it’s a familiar face for those in the MR space. In this piece, our former director of analytics, Siva Venkataraman, took a moment to demystify big data and articulate its real potential.

#2 Mobile Apps and Data Privacy: How Much Information Are You Willing to Share?

In hindsight, it seems less surprising that during a year when we all marveled at the power of numbers, we also become painfully aware of abuses in data collection. With the public outcry over NSA practices, we couldn’t resist polling Americans about where they stood on personal data and privacy.

#1 A Geofencing Primer

2013 was a year to stay on the fence—the geofence, that is. One of the most exciting strategies to emerge in mobile market research was geofencing, the ability to use location-based technology in smartphones to connect with customers in-store, at the very point of purchase or consumption. We found this topic so interesting, we devoted an entire three-part series to it. Click here for parts two and three.

The Moment of Truth: Why We’re Putting Mobile First [VIDEO]

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With the latest GRIT Report revealing mobile within the top five emerging methodologies, and with clients reporting that a vast majority of their 2014 budgets will go toward mobile, it’s critical to get in touch with the underlying trends in the field. uSamp’s SVP of Mobile Business Solutions shares the latest and greatest findings of the hottest mode of research on the market.Wilding-Brown speaks to the advantages of mobile including rich media features, contextual analysis and cost and time savings. Find out why this “moment of truth” is game-changing:

[As featured on the Research Business Daily Report, December 9, 2013]

Written by lsozio

December 9th, 2013 at 6:08 pm

Posted in Uncategorized

Stop Before You Download: Test Battery Drain Before It Takes Down Your Mobile Research

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by Gregg Lavin, Co-founder and President

Most talk about mobile optimization tends to focus on responsive design and customized content (see Matt Dusig’s blog on Why User Experience is the Key to Quality). Consumers expect mobile sites to not only be catered to their eyes and thumbs, but also to their tablets and operating systems.

Scott Kevdon, the CEO of Urban Airship sums it up well: “Gone are the days when you could get away with just taking what works on the web and shoving it at mobile.”

Yet even though companies continue to invest more in mobile, there has been little discussion about one of the key issues of development that could make or break the experience as a whole, especially as it pertains to the Market Research industry: Battery drain.

A recent study by Stanford University on mobile-browser energy consumption highlights how even some of the most popular websites like the Internet Movie Data Base (IMDB) and Wikipedia fail to optimize for mobile. The study is a wake up call for the trigger-happy companies who go to market with their mobile offering without considering the consequences. The study warns that “sites who do not [consider this], end up draining the battery of visiting phones [which] can potentially reduce traffic to the site.”

No one is more aware of this than the mobile carriers themselves. Verizon just issued a warning to their customer base about “high risk” apps. We can only expect this type of communication to increase as more apps involve geolocation technology that drains the battery-life out of smartphones.

So how does this apply to the MR space? As more and more firms start turning out mobile research apps in response to client demand, it becomes even more critical that we, as an industry, develop apps that respect the integrity of our panel.

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Written by lsozio

May 15th, 2013 at 5:19 pm

Posted in Uncategorized