Blog articles about Market Research Trends

Forecasting demand for Guide Dogs UK 15 years into the future

Forecasting demand for Guide Dogs UK 15 years into the future

By Stephen Scales on May 21, 2024

Navigating market disruptions with a strategic approach

Rapid advancement in consumer and medical technology along with the disruption of the global pandemic, presented an opportunity for Guide Dogs to reflect and reset the strategic horizon. Guide Dogs wanted to build a more long-term vision and explore how they could effectively adapt to changing demands in the future.  

But how do you forecast the future, and overlay a range of varying disruptive challenges, in a robust data-centric way?

At Quirk’s London, alongside Aileen Bradley, Head of Strategy at Guide Dogs UK, we discussed the approach taken that became the springboard to thinking longer term. Read on to discover how our predictive forecasting tool and scenario planning helped Guide Dogs look to the future. 

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Secrets to optimizing promotion strategies in 2024 

Secrets to optimizing promotion strategies in 2024 

By Jessica Edwards and Ricardo Rodrigues on April 15, 2024

What revenue management teams need to know about shifting consumer behavior in EU

After years of inflation, shoppers are becoming resistant to price increases. If you’re responsible for CPG / FMCG brands, you’ve likely seen consumers jump ship and are feeling the pressure to dial up promotions to increase sales this year.  

But promotions are expensive and can take a big bite out of your profits.   

So how can you create the right promotion strategy to entice consumers back to your brand, without sacrificing your bottom line? 

The key to optimal promotion strategies which drive incremental value is understanding and predicting consumer behavior. The SKIM revenue management practice recently conducted new research to explore these shifting price perceptions in Europe. 

Read on to learn these insights and uncover the promotional “sweet spot” that creates a win-win-win for your company, retailer and consumer.  

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AI + market research: 6 ways insights professionals are using AI today 

AI + market research: 6 ways insights professionals are using AI today 

By Nicole Gardere on February 28, 2024

How AI can enhance creativity, quality and efficiency in research now

Artificial intelligence is already redefining the norms of data collection and analysis. The technology is surely critical to the continued success of research professionals in delivering precise and actionable insights.  

However, what’s possible now? How and where can you tap into the power of AI to enhance research outcomes this year?  

In a recent webinar, SKIM’s AI expert Nino Hardt and FMCG Director Jessica Rainalter revealed six real-world examples of AI in practice across market research.  

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Mastering consumer experiences using the power of emotions

Mastering consumer experiences using the power of emotions

By Paul Janssen on February 1, 2022

The role of empathy and surprise in consumer interactions

Market changes are constant and inevitable. Your competition isn’t slowing down, and you must react quickly and strategically. When information and innovation travel fast, the costs of a late response are high.

Like many marketers today, you’re forced to make fast decisions and quickly adapt brand strategies.

How can you ensure your communications, products, and services deliver on your brand promise – surprising and delighting consumers?

Mistakes may be inevitable when it comes to consumer experiences, but how can you best rectify them?

We recently conducted research to answer these questions and explore the role of emotions in consumer experiences and decision-making.

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How brands can apply decision-behavior theory to drive growth

How brands can apply decision-behavior theory to drive growth

By Marcel Slavenburg on August 28, 2020

Why do people choose one product or service over another? What needs or objectives are tapped into when you consider buying or recommending one brand over another?

Whether your brand targets consumers or professionals, understanding how decision behavior works and systematically applying its principles can help you build more effective strategies to drive customer acquisition, brand loyalty and continued growth.

We recommend you tap into “habitual” behavior to reinforce positive habits or break the ones that don’t benefit your brand and analyze “deliberate” behavior to assess how, where and when your brand can intervene.

Here we explain how decision-making works and the behavioral steps that are involved in making choices. Read on to learn how leveraging these insights to reinforce or disrupt habits can help your brand grow.

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Pricing and NRM success strategies: Adapting after the crash

Pricing and NRM success strategies: Adapting after the crash

By Dirk Huisman and Robin de Rooij on April 29, 2020

The COVID-19 crisis and the Corona crash are shaking the context for consumer decision behavior. As a result, the context for net revenue management (NRM) has also been disturbed for consumer goods companies.

Companies must adapt revenue strategies to the new situation, at the same time as consumers are adapting to “the new normal.” To be successful, you need to anticipate and influence consumer decisions in a changing environment. This holds true in times of normalcy, but especially during the recession to come.

Although the COVID-19 crisis is not yet over, learnings from previous crises and knowledge of consumer behavioral frameworks mean we can map out consequences for net revenue management strategies.

So, what should you consider in planning your next moves?

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Marketing strategies post COVID-19: What you should know about decision behavior

Marketing strategies post COVID-19: What you should know about decision behavior

By Karin Lieshout on April 2, 2020

COVID-19 has radically changed the context in which we make decisions, disrupting many habits. No one can predict if the behavioral shifts will last or what the recovery period will look like.

Online shopping and media consumption will undoubtedly continue to grow (as it was pre-COVID-19) … but to what degree? Will brand-loyal consumers who switched brands due to limited stock eventually return?

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Turning terabytes of Big Data into insights

Turning terabytes of Big Data into insights

By Jerome Hancock on February 10, 2020

A real-world market research case study with Big Data

The market research industry is no stranger to consumer data. However, the scale of “Big Data” generated through online behavior brings a host of challenges and opportunities for insights professionals and marketers alike. As consumers leave an endless supply of digital breadcrumbs online, how can we most effectively analyze and act on this behavior at the individual level?

Such was the challenge ArchDaily.com faced after amassing 20 terabytes of Big Data over the past three years. As the leading architectural website worldwide, interpreting this data was much more complicated than it had anticipated. With 150-200 million-page views a month, the company could see behavior volumes. However, ArchDaily.com didn’t know what was driving user behavior. It wanted to better predict architectural trends for and identify key drivers to optimize its online content strategy.

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How to better uncover emotions in early-stage innovation research

How to better uncover emotions in early-stage innovation research

By Marcel Slavenburg on November 15, 2019

Exploring voice analytics in new product development research with Johnson & Johnson

Have you ever conducted early-stage innovation research and found yourself in a situation where you don’t entirely trust what consumer feedback is telling you? Many of us have had to deal with overstated interest and the need to dig deeper into unmet needs.

Uncovering both rational and emotional needs is vital for new product development (NPD) strategies – to accurately size the unmet need or opportunity for innovations. However, what is the best insights approach?

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Ready for the next stage of pricing research?

Ready for the next stage of pricing research?

By Stefan Ammerlaan on November 8, 2019

Exploring a data-fusion approach for holistic pricing decisions

Whether you’re introducing a new SKU or reacting to a market change, managing your pricing strategy can often feel like a complicated balancing act. You know solid revenue decisions should be grounded in sound data, but that input often comes from a variety of sources and stakeholders.

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