Posted:
December 14, 2009 | 18:38 ET
File Under:
Research |
Women 
Last month, Advertising Age and JWT published an in-depth look at contemporary American women: who they are, what they want and what they expect of marketers.
The Rise of the Real Mom is based on "a quantitative study of 870 men and women age 18 and older"
and "the cumulative work of interviews with more than a dozen marketers and experts as well as qualitative research conducted with women around the country."
Chief among the authors' findings is the recognition that women no longer feel they need to live up to an impossible-to-achieve "Supermom" ideal.
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Posted:
December 10, 2009 | 18:24 ET
File Under:
Mobile/Wireless |
Television 
A new study by Marion, Iowa-based, Magid Media Labs finds that "mobile consumers in the U.S. respond enthusiastically to the notion of watching live, local mobile DTV...
"The appeal is particularly high among young adult Millennials (ages 18-29), who will be among the early mobile DTV adopters. These respondents find mobile DTV appealing generally, and their interest in mobile local news is double their current daily viewership on conventional TV sets."
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Posted:
December 2, 2009 | 18:42 ET
File Under:
Online |
Measurement |
Consumer Packaged Goods |
Retail |
Healthcare 
"Research firm Information Resources Inc. has introduced a new platform for measuring the effectiveness of online advertising against offline sales. The move comes as packaged goods marketers spend more ad dollars on the Web, but keep a close check on ROI," Brandweek reports.
"The service, announced today (Wednesday), was created in collaboration with research companies comScore, Dynamic Logic, and [x+1], a digital marketing solutions provider. It allows companies in the CPG, retail and healthcare space to measure the effectiveness of online ad campaigns among shoppers most likely to buy their products."
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Posted:
November 23, 2009 | 17:56 ET
File Under:
Research |
Consumer Attitudes |
Consumer Behaviour 
The recession doesn't just mean consumers are feeling poorer. According to a recent study by by Saatchi and Saatchi Wellness, they're feeling poorly too.
The report looks at how Americans' belief that the economic downturn has affected their pocketbooks "plays out in consumer attitudes toward categories ranging from organic food to skin-care products," Adweek reports.
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Posted:
November 19, 2009 | 17:47 ET
File Under:
Measurement |
Gaming |
Online "Microsoft and Nielsen have agreed to launch a pilot test for the game 1 vs. 100, a multiplayer, Web-based version of the popular TV game show that is played via Xbox Live,"
MediaWeek reports.
"Nielsen will track the second season of 1 vs. 100 for 14 weeks using its traditional measurement tools, including the Nielsen people meter...
"The goal will be to provide 1 vs. 100 advertisers with metrics that can be compared to their typical TV campaigns, including gross rating points (GRPs) and targeted rating points (TRPs)."
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Posted:
November 12, 2009 | 18:01 ET
File Under:
Research |
Biometrics 
Innerscope Research announced last week that it has become the first neuroscience-based, biometric company validated by the Advertising Research Foundation’s research review process.
In a release on its site, the Boston-based firm states that while "ARF periodically conducts similar reviews of other industry tools and technologies, the results of Innerscope's review in particular further validate the importance of unconscious measures of emotional engagement in evaluating creative executions."
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Posted:
November 3, 2009 | 7:56 ET
File Under:
Celebrity Endorsements A new AdweekMedia/Harris poll has uncovered "wide variations in the likelihood viewers will find different kinds of celebs convincing in the role of endorser."
So writes Adweek, which summaries the poll's findings in an article posted yesterday.
Among them: "Business leaders had the highest 'most persuasive' vote (37 percent), followed by athletes (21 percent), TV/movie stars (18 percent), singers/musicians (14 percent) and former political figures (10 percent)."
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Posted:
October 26, 2009 | 22:33 ET
File Under:
Retail |
Consumer Behaviour Scanning the stats, Ad Age predicts "the return of the homemade gift and the disappearance of Secret Santa exchanges."
Looking at findings from Accenture, for instance, the magazine concludes that "63% of consumers will set a budget this year, compared to 54% last year--and in those budgets, there's less room for friends and co-workers. To maintain the amount of money they typically spend on family members, 5% of consumers are cutting out gifts for friends, while 8% are eliminating co-workers from their holiday lists."
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Posted:
October 21, 2009 | 7:45 ET
File Under:
Research |
Online |
Creative |
Measurement Be "simple, direct and communicate meaning--as well as the brand--at a glance" if you want effective banners.
That's the advice of Dynamic Logic, a Millward Brown online-ad-research arm that's just conducted a comprehensive study of what works and what doesn't on the web.
The study, according to an AdAge story, finds that "creative factors such as persistent branding, strong calls to action and even human faces--and not super-targeted or high-profile ad placements--make for better ad recall, brand awareness and purchase intent."
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Posted:
October 20, 2009 | 17:12 ET
File Under:
Research |
Consumer Behaviour |
Retail |
Snack Foods |
Consumer Packaged Goods 
How is the recession affecting U.S. consumers in the grocery aisles? Adweek has the answers.
To get them, it surveyed the surveyors: namely, two of the world's top research firms.
Global market research company Synovate, for instance, reports that 65% of U.S. respondents to a recent survey said :they think grocery items are 'overpriced and should be cheaper.' Seventy-eight percent agreed that they'll switch brands for cheaper alternatives.
Meanwhile, Synovate peer the NPD Group finds that Americans are buying more frozen food. In particular, they're "'eating in their homes, but they're microwaving, not cooking,'" Harry Balzer, NPD's VP and chief industry analyst tells the mag.
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Posted:
October 14, 2009 | 7:47 ET
File Under:
Research |
Consumer Behaviour 
Quick quiz: Ford has a new truck to showcase. Should it advertise:
A) During the first third of the broadcast of a major sports event.
B) During the second third of the broadcast of a major sports event.
C) During the last third of the broadcast of a major sports event.
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Posted:
October 8, 2009 | 14:33 ET
File Under:
Research |
Social Media |
Search |
Web 2.0 |
Online Still questioning the value of social-media marketing? A new study from comScore, GroupM Search (a division of WPP's media buying and planning arm, Group M) and social-media marketing firm M80 may change your mind.
"This research," it concludes, "clearly shows a direct correlation between social media and paid search. As expected, social media exposes consumers to brands, their products, the benefits of their features, and corporate value propositions. It clearly presents a powerful and often underutilized way for brands to become part of a consideration set. This is an important learning because it helps situate social media in the marketing landscape--not as a conversion or direct-response channel, but rather as an exposure and awareness vehicle."
The report in full, after the jump.
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