Archive for the ‘Advertising News’ Category

The War between Digital and Print Advertising – and When to Let One Win

Wednesday, February 20th, 2013

The battle between print and digital media is in full force: will the Kindle defeat bound books?  Emails slay the tradition of letters sent by post? Digital and social media marketing quash print ads? Though the Internet has infiltrated the way most people live their lives in the 21st century, traditional advertising still persists.

We can’t deny it: blogs are abound, email marketing abundant, and social media an engaging platform that creates a dialogue with the consumer. While internet marketing is attractive because of its affordability, potential for virality, and interactive nature, print has its perks. Here are a few scenarios highlighting when and why you might consider opting for print advertising over digital, or integrating the two for a doubly effective approach.

Get your Hands on This: Literally. Print campaigns are palpable in that the consumer can touch them – and keep them around for weeks, months, even years. Though sponsored ads and posts on social media can make them more visible in News Feeds and on Walls, the average, unpaid social media update can get lost in the noise.

Reliable Source: Print ads carry credibility that is hard to defeat. Though the Internet is a huge source of research, the fast-paced nature of the web means that oftentimes the information published there is less thoroughly planned and researched than it is in print.

Lasting Impressions: The web can be a total deluge of information, which translates to less time spent lingering on behalf of users. While drop-off rates online can be high, studies show that consumers are more likely to engage for an extended period on paper than on a screen.

Peace and Quiet: Since more and more business are, indeed, looking to online forms of advertising to promote their brand, goods, and services, print ads are less crowded, giving your company the opportunity to shine in the space.

Don’t let promotional print materials lose out entirely in the war for effective advertising: both forms are worthy contenders in the fight to help expand your business.

Which format is best to reach your target audience? The market research specialists atour Baltimore research facility, Observation Baltimore, can help you to create campaigns that produce results by helping you to understand consumer needs, perceptions, and desires. For more information, call us at 410-332-0400 or click here! If you’d like to participate in one of our focus groups, please sign up at www.observationbaltimore/getpaid.

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Sources:

Print is Dead? Not so Fast.

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Star-Spangled Sailabration: A Historic Baltimore, Maryland Event

Wednesday, June 13th, 2012

From Wednesday, June 13 to Tuesday, June 19, Baltimore, Maryland will be overrun by more than 40 tall ships and naval vessels as part of Star-Spangled Sailabration. This international parade of ships is just one part of the national launch of the Bicentennial of the War of 1812 and the writing of the Star-Spangled Banner, our National Anthem. The celebration will include a multitude of events, including:

  • Free tours of the ships, which will be staged in Baltimore’s famed Inner Harbor, Fell’s Point, Canton, and Locust Point.
  • Waterside festivities
  • An airshow featuring the Blue Angels
  • The world-premiere of “Overture for 2012,” composed by Philip Glass.

A full list of events can be downloaded by clicking here!

Star-Spangled Sailabration is a part of Star-Spangled 200: A National Bicentennial in Maryland.

About Star-Spangled 200: A National Bicentennial in Maryland

In 2007, Governor Martin O’Malley issued an Executive Order to create the Maryland War of 1812 Bicentennial Commission and plan a multi-year cultural tourism and educational initiative to commemorate Maryland’s unique contributions to the defense and heritage of this nation.

You can learn more about the Commission’s initiatives by watching the video below.

Baltimore, Maryland: The Perfect Test Market

Not only does Baltimore have a diverse consumer population residing in the 5 counties surrounding the city, but Baltimore is also rich with economic growth and charmed with history. It is because of this that Baltimore is the perfect market to conduct research.

It is no wonder why large corporation like Chick-fil-a, Spot On Energy™, Virgin Cola, Polaroid, and Disney choose Baltimore as their test market!

To learn more about Star-Spangled Sailabration and Baltimore as a Test Market, please contact Barbara Gassaway and the market research specialists at Observation Baltimore today by calling 410-332-0400 or click here! And if you are interested in participating in a future focus group, sign up at www.observationbaltimore/getpaid.

Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey.

We understand market research!

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Interview with Naomi Henderson

Wednesday, June 6th, 2012

Later this month Observation Baltimore will be hosting Naomi Henderson for this June’s QRCA event. The focus of the June 22nd event is to open the dialogue around the concept of Mastery. It will be a day full of discussion, sharing tools and interviewing exercises, and learning from each other how to improve our craft all around.

Naomi Henderson is one of our industries top moderators. As founder and CEO of RIVA Moderator Training Naomi has been training, sharing and encouraging collaboration throughout the industry for over 30 years. Naomi is also the author of Secrets of a Master Moderator, a great book full of practical information about qualitative research for both novice and seasoned market researchers.

We recently had the opportunity to catch up with Naomi for an interview. Check out what she had to say below.

Q: Naomi, how do you define “Mastery”?

A: Mastery is visibly proficiency that can be replicated.

I believe that mastery can be learned, but also must be maintained. Everyone is probably already a master at some part of what they do. For example, some of us are masters at interviewing doctors, some at interviewing consumers. A Masterful Moderator should be a master at talking to people – any and every person – not just one type or group of people. In my workshop on June 22nd at Observation Baltimore I will share some ideas and strategies for extending into new areas of mastery, or re-purposing what we are already great at.

Q: How do we demonstrate our Mastery to a potential client?

A:

Before the project:

A Masterful Moderator puts everything in writing – study purpose, recruiting specs, etc. Since most of our industry is verbal, we need to put everything in writing so that our clients aren’t making any assumptions. Be very clear and show and share with your client what you plan to do in the groups.

During the research:

It is all about how quickly and easily you can build rapport with respondents. Be sure to clearly state the purpose for the session up front. Be confident. Be certain. Include and invite respondents to share while remaining in full control of the group or interview. When probing, ensure you are probing where and when appropriate to stay in line with the objectives of the research and not let respondent’s tangent.

Q: Naomi, it is interesting that you titled your book the Secrets of a Master Moderator. Do you feel moderators typically keep their skill sets and strategies for success a secret? Why are you so open with yours? And what is the importance of sharing and collaboration for our industry?

A: “Raise the water and all of the boats will float.”

We all win if we are collaborative versus working in silos. No ones secrets are the way, but they are a way that might be helpful to add to your toolbox. For example, if you have 4 great projective tools and someone else has 2 great tools, sharing gives you each 6 so both of you are better off. When QRCA started 27 years ago no one would share anything, so no one would grow. We have seen a drastic change in openness to share over the years. If more people conduct excellent research, more clients will trust it and as a result there will be more work for everyone. Qualitative research is currently growing each year with more room for growth in the coming years, but we won’t get better alone.

What would have happened if Madame Curie hadn’t shared her secrets about radiation?

Q: Where do you think the market research industry is going?

A: I have some ideas of where the market may expand to but overall I am not certain. Some directions that I feel will become more prevalent moving forward include:

  • Co-moderating – using moderators with different expertise to ensure the most informed level of probing
  • E-tools – twitter, email, facebook, and other social media tools will expand our ability to interview respondents in various geographic areas
  • Team questioning – this will probably be used more in ethnographies where everyone from the team is able to ask questions (i.e. brand managers, R&D, etc.)

It is hard to tell where technology will take us.

Q: What is one piece of advice you have for all moderators?

A: Get over yourself.

By the very act of moderating you are at the head of the table and so it looks like you are in charge. You are only in charge of process and content. You are not the star of the event. The star is the respondents. Great moderators make the stars or respondents full contributors to the process.

Moderators are the male dancers in the ballroom event. They are showing off and presenting the female dancers in their best light. If done properly, the audience’s eyes should always be on the woman, she is the star, not him.

How do I sign up?

To sign up for the June 22nd workshop with Naomi, please email Barbara Gassaway at bg@obaltimore.com. We will also be broadcasting live over FocusVision. We look forward to seeing you there!

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What is “gamification” and how does it relate to research!?

Monday, June 4th, 2012

More and more we are hearing about gaming and how it is being incorporated in various industries – research is no exception. Defined, gamification is the process of applying game design techniques and processes to non-game applications to encourage customer engagement.

But what does it really mean and how does it work? Check out this video from Research through Gaming Ltd.

Source: http://www.greenbookblog.org/2011/10/16/5-companies-that-are-using-big-data-gamification-to-disrupt-market-research/

Will Gamification stick? Let us know your thoughts!

Interesting Gaming Facts and Statistics

  • Consumers spent $25.1 billion on video games, hardware and accessories in 2010 alone.
  • There are 145,000,000 active gamers in the United States.
  • 77% of American households own videogames.
  • 61% of surveyed CEOs and CFOs are playing games during their working hours.
  • Time spent gaming per day in the US: 215,000,000 hours.
  • 53% of technology stakeholders (1,021 polled) believe that by 2020, significant advances will have been made in the adoption of gamification.
  • According to data released by M2 Research, the gamification market currently is worth approximately $100 million and is expected to reach nearly $2.8 billion by 2016.
“Gamification has proven to increase engagement,” said Betty Adamou, CEO & Founder of Research Through Gaming. “Gamification is an extremely powerful means of getting someone’s attention and getting a consumer to provide more feedback,” said Jon Puleston, GMI’s VP on Innovation.

To learn more about Gamification, please contact Barbara Gassaway and the market research specialists at Observation Baltimore today by calling 410-332-0400 or click here! And if you are interested in participating in a future focus group, sign up at www.observationbaltimore/getpaid.

Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey.

We understand market research!

Follow us on FacebookTwitterGoogle+, and LinkedIn!

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Participating in Focus Groups: Your Opinion Matters

Wednesday, April 25th, 2012

When companies and organizations need to test a new product, service, advertisement, or slogan, they do not turn to marketing executives. They do not confer with the world’s top scientists. And they do not bring in financial consultants. They listen to what YOU have to say. And how do they do this?

Focus Groups!

Focus groups consist of opinion-seeking discussions where YOU, the consumer, are asked to share YOUR opinions on new products and services with 8-10 people who share common traits – (age, gender, etc.). In a focus group, your opinions matter, because you are the expert! After all, you are the target audience.

Companies spend thousands or even millions of dollars on new ad campaigns, services, or products, so they want to make sure that these new offerings resonate with the consumer…you! These companies use focus groups to do this and more. Focus groups are used for concept testing, product use feedback, and test market roll-outs.

Successful businesses are not successful because they have the smartest executives or the best advertisements. They are successful because they listen to you and your opinions! These businesses use the information ad feedback that you provide in focus groups to make well-informed business decisions that help them sell their products or service and increase profits.

If you think you might be interested in participating in a future focus group to get paid to give your opinion, sign up at www.observationbaltimore/getpaid.

Observation Baltimore is one of the nation’s premier focus group facilities. We are conveniently located on the campus of the University of Maryland, Baltimore County (UMBC), just minutes from Baltimore/Washington International (BWI) Airport, and we want to pay you for your opinions!

To find out more about Focus Groups and Observation Baltimore, contact our market research specialists today by calling 410-332-0400 or click here!

Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey.

We understand market research!

Follow us on FacebookTwitterGoogle+, and LinkedIn!

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Google Enters the World of Market Research

Friday, April 13th, 2012

Google recently announced the launch of its brand new, formal market research offering. The system works as follows:

  1. Brands, small businesses and marketers use Google consumer surveys to conduct online market research
  2. Google then places the questions in front of targeted web denizens when they land on a premium content page in Google’s publisher network
  3. Brands and businesses pay $0.10 to $0.50 per response depending on targeting preferences
  4. Google then weighs and analyzes the data

Google’s market research platform is a hybrid do-it-yourself survey combined with elements of more traditional research techniques. Brands/businesses are responsible for creating their own questionnaire; determining the target audience based on gender, age group, or geographical region; and identifying the total number of responses. Then, Google drives the sampling, weighting, and analysis. Google then provides the resulting data via a simple online interface.





What do you think of Google’s new market research offering?

To find out more about Observation Baltimore’s quantitative services, contact our market research specialists today by calling 410-332-0400 or click here! And if you think you might be interested in participating in a future focus group, sign up at www.observationbaltimore/getpaid.

Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey.

We understand market research!

Follow us on FacebookTwitterGoogle+, and LinkedIn!

Sources:

Google Makes Their Market Research Play: Now What?

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Women’s History Month

Wednesday, March 14th, 2012

Women’s History Month in the United States can be traced back to a week-long celebration of women’s contributions to culture, history, and society.   Organized by the school district of Sonoma, California in 1978, President Jimmy Carter was the first to issue a proclamation declaring the week of March 8 as National Women’s History Week. In 1987, after being petitioned by the National Women’s History Project, Congress passed Pub. L. 100-9, which designated March of that year as Women’s History Month.  Over the next 5 years, Congress passed additional resolutions requesting and authorizing the President to proclaim March of each year as Women’s History Month.   Since 1995 Presidents Clinton, Bush and Obama have each issued a series of annual proclamations designating the month of March as Women’s History Month.

Each year, the National Women’s History Project selects a theme that highlights the achievements of women in specific fields, from medicine and the environment to art and politics.  The theme of Women’s History Month 2012 is “Women’s Education – Women’s Empowerment”

Observation Baltimore is owned by our own accomplished woman, Barbara Gassaway – President, CEO of The Research Group. You can read her latest article, “Me Myself and the ‘I Generation,’” in this month’s Journal of Market Research.

Named one of “Maryland’s Top Business Women” and “Future 50 Companies” by Smart CEO magazine, Barbara has over 15 years of creative market research experience in the health care and consumer industries.   As a seasoned research consultant and RIVA trainer, she is considered by many to be one of the nation’s market research industry leaders.  A loyal client refers to Barbara as the “rock star of moderators.”

The market research specialists at The Research Group & Observation Baltimore can help you innovate through discovery!   click here to learn more!

Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey.  Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services.

We understand market research!

Follow us on FacebookTwitterGoogle+, and LinkedIn!

Sources:

Women’s History Month – About

2012 National Women’s History Month Theme: Women’s Education – Women’s empowerment

Women’s History Month

Journal of Market Research:  What We Can Learn From the Youth Market

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Advertising’s Empire: Super Bowl

Wednesday, February 1st, 2012

The Super Bowl is a monumental event that draws over 150 million U.S. viewers each year. This one event continues as THE television advertising juggernaut. Of the top 30 most viewed television programs of all time, the Super Bowl accounts for 24.  This is the reason advertisers flock to the event – the biggest day of the year for advertising – and why Super Bowl ad spending has reached $1.7 billion. After all, where else can advertisers be guaranteed to reach over 150 million U.S. viewers in one day?

In 2010, a 30-second advertising spot cost $2,700,000 – a 10% decrease from the 2009 rate of $3 million (even the Super Bowl isn’t completely immune to the recession). In 2011, the Fox Network set commercial rates between $2.8 to $3 million per 30-second spot and aired 46 minutes network ads. This year, a 30-second ad will cost approximately $3.5 million.

Does this incredible advertising investment pay off?

  • According to the Retail Advertising and Marketing Association (RAMA) 26% of people surveyed in 2011 believed commercials to be the reason they watched the Super Bowl.
  • In 2011, few viewers tuned away during the commercial breaks, with the spot-to-program retention index averaging 100 (Commercial Viewing Index).
  • From 1996-2010, Super Bowl advertisers topped the S&P 500 by an average of 1% in a two-week period surrounding the game.  Many of these companies that used those same ads year-round topped the market even longer.
  • Researchers forecasts that 60 percent of fans watching the Super Bowl this year will also be tied into a second screen, such as a smartphone or tablet.
  • Social media now provides advertisers with instant feedback and increased exposure. “The social media conversation has put more value on a Super Bowl ad, fans will discuss your ads on Twitter and Facebook and then go to YouTube to watch it on demand over and over again,” said Brad Adgate, senior vice president of research at Horizon Media.

The Super Bowl advertising phenomenon is usually credited to Anheuser-Busch, who, in 1989, introduced a promotion call the Bud Bowl – a series of commercials featuring tiny beer bottles playing football. The result: Budweiser sales soared by 17% the month following the commercial. That year, 1989, “the king of beers” crowned Super Bowl as the television advertisement empire, and it grows stronger every year.

If you have questions, contact the market research specialists at Observation Baltimore by calling 410-332-0400 or click here today!

Observation Baltimore has been serving the market research industry for two decades, consistently rated “One of the World’s Best,” by Impulse Survey. Our experienced recruiting is the foundation of our mission, as well as courteous and proactive hospitality and client services.

We understand market research!

Follow us on FacebookTwitterGoogle+, and LinkedIn!

Sources:
Super Bowl XLV Breaks Viewing Record, Averages 111 Million Viewers
Top 100 Rated TV Shows Of All Time
Super Bowl Ad Spend Totaled $1.84B over 20 Years, Rates Quadrupled
Super Bowl Advertising Statistics: An Overview
5 Super Bowl Side Effects
Super Bowl advertisers seek buzz on social media
2011 Super Bowl Consumer Survey Results: Shopping, Spending,
Commercial Viewing

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