Category: research
Research: Measuring Emotion, Passion
At Boston’s Innerscope Research, researchers routinely outfit television watchers in a T-shirt-and-vest combination that measures perspiration, breathing, movement, and heart rate. On top of that, they may also monitor how different viewers’ eyes move as ads and programming roll. The whole process is part of a burgeoning movement to determine whether the active emotional responses of what once were believed to be slack-jawed couch potatoes can help some of the nation’s biggest marketers and media outlets figure out whether commercials have an impact. “The whole issue of whether this is research that marketers and advertisers can use in a prudent and productive way has yet to be determined,’’ said Glenn C. Kelley, an associate professor of marketing at Babson College. “I think it’s still way too early in the process.’’
Comedy Central is touting research that shows that some viewers of late-night hosts Jon Stewart and Stephen Colbert believe they are perceived as “cool” because of their viewing habits. Indeed, research from a “multiengagement study” from Harris Interactive Research shows that fans of rival late-night programs describe fans of the Comedy Central shows as “witty” and “more intelligent,” “friendly” and “fun.”
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Links for 2008-02-21 : Top Brands, J.Crew Plagiarism, Anti-Retail, Around The Corner, Scion’s Widgets, Oasis Soars, TV Sinks
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Consumer connectivity and control, a changing media environment, and a wide variety of seemingly undifferentiated brands have caused an important shift in “drivers” (motivators) of consumer loyalty and brand engagement, according to a Brand Keys study.
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What’s interesting is the apparent lack of creativity at all levels at J.Crew; sure, Sartorialist’s subjects and photographs often inspire designers at fashion houses, but now they’re simply copied.
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Working 60 hours per week and chasing job promotion “for the sake of buying the latest crap off the Sharper Image store shelf is no way to live,” says Adam Weissman, spokesperson for freegan.
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“The corners of a room are often lost spaces, rarely exploited for the display of either art or furniture. I wanted to address this with pieces specifically designed to take up these vacant spaces…”
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Never one to shy away from an experimental marketing technique, Scion has created shareable widgets to promote three of its makes. The Toyota division partnered with rich media firm Interpolls to create and distribute the widget to sites including Gamespo
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Rock group Oasis have claimed the top two spots in a poll of the nation’s best ever albums on Monday, ahead of iconic albums by The Beatles and Pink Floyd.
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Whether traditional TV advertising has truly lost its power, marketers and advertisers are already eager to find alternatives. The ANA survey shows a dramatic loss of confidence in the medium as the industry gears up to explore new ad formats and forms of
Links for 2008-01-11 : Teen Super-Communicators, China Bans Plastic Bags
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Some 93% of teens use the internet, and more of them than ever are treating it as a venue for social interaction — a place where they can share creations, tell stories, and interact with others
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n an un-expected move, China’s cabinet has completely banned super thin plastic bags and is imposing a compulsory charge on plastic carrier bags as of June 1st.
Links for 2008-01-03
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Digital music files just don’t provide the same amount of content that a CD package does. That includes liner notes, extended album art and lyrics.
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AdWeek’s take on trends for 2008 and how this will affect advertising and marketing.
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AdAge’s Top Ten trends and consumer backlashes …
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The names of three banks and the word ”stocks” beat ”sex” to become four of the most Googled words in China last year, according to a Google China list seen on Thursday.
Links for 2007-12-30: Google, Second Life, Media Democracy, Moms, Marketers, Apple v Netflix, Virgin
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An amusing take (from the Telegraph) on 2008…
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The use of online and mobile devices for entertainment has rocketed in the US according to the “State of Media Democracy” new-media survey from Deloitte & Touche
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Marketers’ biggest regret of 2007 was not investing enough in understanding customers according to Next Level SMG’s first annual “Brand Strategy Trends Survey” of marketing executives.
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According to a recent survey of 3,500 U.S. mothers by BSM Media, 65% feel that they are “under-served” by advertisers either because the executions don’t resonate with them or the ads do not address them.
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Apple and 20th Century Fox studio have inked an agreement that enables consumers to rent Fox DVDs on iTunes.
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Richard Branson’s Virgin Atlantic Airways Ltd. plans to fit its A380 superjumbos with private rooms, showers and roulette tables, the billionaire said.
Links for 2007-12-12 : Playstation Network, Next.tv, Kid Avatars, Twitter, Nielsen Top 10s, CXOs, David Kenny, Apple
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Sony to Launch Playstation Video Service in ’08
Sony has revealed plans for a video-downloading service – known as the Playstation Network -accessible through its Playstation 3 console.
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Next.TV to Syndicate Hearst Magazine Content
Hearst Magazines will provide content to new distribution service – Next.TV – a peer-to-peer video-sharing service that, in 2008, will be included as stock software on all HP notebook computers.
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Google’s list of fastest rising search terms in 2007 included two virtual worlds, Webkinz and Club Penguin.
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Video Provides Everything You Ever Wanted to Know About Twitter
If you’re interested in Twitter, what it’s all about and how it’s effecting the way people interact online, a video called Phantom Limb explores the phenomenon and how it benefits people’s lives.
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Nielsen Issues US Top-10 Lists for 2007
The Nielsen Company released a yearend look at US trends in 2007, issuing top 10 media and consumer spending lists
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Today marketers have to battle for consumers’ dollars by keeping empowered customers happy every single step of the way. And if they don’t do it, one of their rivals will.
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Keynote: David Kenny, Digitas: The Blur Media Unbound
David Kenny stresses the new global landscape: “It’s not smart for any of us to define our business within the geographic boundaries that we operate today”
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Apple reinvents stores as places to hang out
Apple Inc. has revamped its 201 stores, changing the layout, adding services and increasing its staffing. The concierge service that Apple launched recently is only the latest initiative designed to draw more visitors and bolster sales.
Links for 2007-11-30 : Coutts, Trends, Mobile Metaverse, E-Waste, Digital Planning, Zeus Jones, PCs, Nokia
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The newly developed Coutts cocktail launched last month, to great acclaim. Created by Salvator Calabrese, the cocktail was inspired by a unique part of Coutts’ history – the Chinese wallpaper in the boardroom.
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8 trends to capitalize on in 2008
Over the last 11 months, Trendwatching has highlighted trends like (STILL) MADE HERE, FEMALE FEVER, TRANSPARENCY TYRANNY, TRYSUMERS and more. No doubt 2008 will be as trend-heavy…
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Chipuya Town – Mobile Metaverse
Recently launched in Japan, a new virtual world called Chipuya Town allows users to take their gaming on-the-go through the use of any Flash-enabled cell phone.
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E-Waste: Think Before You Recycle
The tale of what happens to your old, forgotten television sets is sad, shocking, and may even turn you off from the very idea of recycling your gadgets.
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Iain Tait has written a great (and inspiring) post on CrackUnit, about how to “do” digital planning.
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Marketing Focus Versus Brand Impact
Adrian Ho pondering the fact that the majority of a consumer’s perceptions of a brand will be formed by usage rather than marketing.
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PCs Losing Their Relevance In Japan
The Japanese were always more mobile … but what’s going on there could be a glimpse in to the future for the US…
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Nokia has sponsored the Regent Street lights as part of a campaign to advertise the imminent arrival of its flagship London store. United Visual Artists designed 14 “light clusters”.
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Online Consumer-Generated Reviews Have Big Impact on Offline Purchases
One in four internet users read consumer-generated reviews online, which then have a big impact – affecting not only what they purchase offline but also how much they are willing to pay for it.
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Heinz Credits Marketing Strategy For 19% Profit Hike
Marketing works??. Heinz reported strong double-digit growth in its second fiscal quarter, thanks to “creative, targeted marketing in support of our new product innovation,” per the company. Net profit rose 19%.
Black Friday … Cyber Monday … Green Wednesday
Two years ago, a group of marketers christened the first workday after Thanksgiving (and its famous retail orgy “Black Friday”) as “Cyber Monday“: the biggest online shopping day of the year. It seems though, that the digital dollars don’t really start flowing until two weeks later…
Last year, Wednesday, Dec. 13 was the chart-topper with $667 million in sales, according to comScore. In fact, the second week of December is traditionally so big that eBay staff have come up with their own name for the weekday that kicks it off: “Green Monday” (a reference to cash, rather than eco-friendly shopping).
All this said, it is thought that Cyber Monday still beat out Black Friday this year … with expected sales of over $700MM online, compared to $531MM spent in stores.
UPDATE: Inow learn that this year’s Cyber Monday is the “biggest ever” …
Links for 2007-11-19 : Global Warming, P&G, Quarterlife, RCRD LBL, Kindle, Reading
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A Last Warning on Global Warming
The language of science is by nature cautious and measured. That makes the dire tone of the final report from the U.N.’s IPCC all the more striking. Global warming is “unequivocal.”
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Back To The Future With P&G’s New Agency Model
P&G is testing a system that designates one agency as a “single point of contact” on each brand. P&G says it’s testing ways to change its agency model to improve collaboration and marketing plans while reducing the number of transactions for its brands and thereby reducing costs. It seems to me that marketers are always bouncing between the axes of brand stewardship and disaggregation…
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NBC Acquires ‘Quarterlife’; Internet Series Will Run First Online
NBC has concluded a first-of-its-kind deal to acquire the Internet and social network series “Quarterlife” for distribution as an hourlong drama series on the NBC network.
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Downtown Records have launched an online-only record label called RCRD LBL. RCRD LBL is revolutionizing the category by giving away all of the label’s artists’ tunes for free—with no DRM—and generating revenue only through sponsorships and advert
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The much awaited eBook-and-more (hailed as a new iPod for reading) launched today. The name “Kindle” is somewhat redolent of Fahrenheit 451 …
- Enough of the gizmos. I’d rather read.’
Simultaneously (and serendipitously) with the Kindle Launch, research shows reading tops the list of things Americans would most rather do, given the choice … and by a large margin.
Francis Anderson 