Last month, Illinois became the 11th state to allow the adult use of recreational marijuana. Its state legislature is the first to legalize selling the drug. Marijuana remains illegal at the federal level, for now. But that hasn’t stopped blue chip companies from exploring cannabis-based products as many believe that federal legalization in the U.S. is only a few votes away.
In 1954, Darrell Huff called out the dangers of misrepresenting statistical data in his book How to Lie With Statistics. I don’t know how big a problem bad survey data and misinformation was in the 1950s but if you fast forward to 2019, social media and 24-hour news cycles have created an explosion of content that purports to be factual. Chances are, a percentage of it is not, which is what I want to talk about.
With the goal of reaching a viewership of one billion, the 2019 FIFA Women’s World Cup in France holds represents an incredible marketing opportunity for Hispanic food products. This year’s tournament, which began on June 7 and ends on July 7, is the most exciting Women’s World Cup yet for several reasons: France is still buzzing from their 2017 Men’s World Cup win, while the U.S. women’s team is heavily favored to win this year. Toss in some intense, off-the-field conversations about gender equality, and it’s easy to see why interest in the games is at an all-time high.
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Attracting and engaging consumers paves the road to sales and revenue for companies. Of these consumers, one segment, in particular, will represent more than 50% of the total consumer base within the next 20 years. For companies focusing on younger consumers ages 18-29, this consumer will be more than 50% of all consumers in less than ten years. Chances are, your company, like most, doesn’t understand these consumers despite the significant impact they will have on your company in the future. So, how do you gain insight into an audience with so much potential yet no relationship with your brand? Would you turn to a company focused solely on this consumer or one with a department, or more realistically, a person that heads up a division within a large organization?
Chances are, you’ve noticed an uptick in sample requests for Colombian respondents over the past few months which prompted us to launch an online market research panel in Colombia. Our expertise in multicultural market research makes us uniquely qualified to meet this need and brands are entrusting us to source high-quality sample in the area. But, have you wondered why brands are investing so heavily in trying to understand Colombian consumers better? We had a few thoughts but did a little more digging to get the facts.
With the not so lofty goal of 1 billion viewers for the 2019 FIFA Women’s World Cup in France, this year’s tournament is poised to be the most exciting to date for a few reasons. France is still buzzing from a Men’s World Cup win in 2017, and the U.S. women’s team is still heavily favored to win this year. But it’s the off the field conversations about gender equality, or the lack thereof, that signal the importance of this year’s games and has helped drive interest to an all-time high. Surprisingly, we know little about who’s watching the games, however. It’s tempting to make assumptions here and just assume that it’s women, but our research tells a different story. We spoke to a nationally representative sample of over 1,200 respondents in the U.S. to help us define the persona of the typical FIFA Women’s World Cup viewer
“A rising tide raises all ships.” We’ve all heard that expression and many companies are hoping it’s true as the U.S. economy experiences the lowest unemployment rate and the longest period of growth in U.S. history. Under such circumstances, we could reasonably expect all our ships to be riding high, right? Not quite. In fact, many companies are struggling and wondering why they’re not experiencing the growth they believe they should be. As a consumer insights company that works across multiple verticals and consumer segments, we have a good vantage point from which to observe the rise and fall of the tides and the individual ships trying to stay afloat. Take a closer look and ask yourself these questions:
If asked which consumer group is most likely to be planning vehicle purchases in the next 12 months, you might automatically think of all those car-hungry Gen-Xers and boomers. So you may be surprised to learn that millennials account for 35% of those looking to purchase a vehicle this year, according to our research. Statistically, that is significantly more than the number of boomers (at 19%), who plan to buy a vehicle within the year. Boomers, in fact, are the least likely age group to be in the market for a car, with 39% indicating no near-future plans to buy or lease a vehicle.
The rise of micro-mobility and auto technology has changed the landscape of transportation, but a few things remain the same. Consumers still prefer to shop for vehicles in-person and they want to own their cars. These insights and more are found in the ThinkNow 2019 Auto Purchase Trends Report which takes a closer look at vehicle purchases, purchase preferences, and the impact of technology on the industry.
The novel, A Tale of Two Cities, has one of the most recognizable opening sentences of all time: “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness…” It depicts the drama of the French Revolution within two cities, London and Paris. And of course, as a market researcher, it made me think of what is happening in the sample industry. Thankfully the revolution happening in sample isn’t a bloody one (although for some businesses it may feel like it). But, the dichotomy in thought and innovation happening within the sample industry is polarizing, and we’re starting to see two distinct paradigms unfold (I won’t comment on which represents wisdom or foolishness).