The Insights Suite
A Quarterly Newsletter from Insights in Marketing
In this issue:
- Consultants Corner: Jackie Short
- Our People: Meet Jackie Short, IIM’s Queen of Quantitative
- Consumer Insights: Spikes in Search Topics Point to Things People are Ready to Do
- Brand Innovation: New Grooming and Personal Care Habits are Expected to Stick
- Shopping Behavior: The WFH Lifestyle is Changing Consumer Priorities
- Strategic Planning: How to Speed Up Market Research to Make Better Decisions
Jackie Short, Quantitative Analyst
As the pandemic drags on, most of us are under a lot of pressure to innovate and make faster strategic decisions. It’s always risky for businesses to make assumptions based on past experiences or old data. And during the pandemic, it’s even more important to stay in the now.
How can market research help us make faster strategic decisions?
It gives decision makers confidence to make quicker decisions when they have actionable consumer insights in their hands. Quick-turn market research delivers real-time data within hours or days, and here are six ways to speed up market research timelines.
Why is it risky to rely on historical data?
Historical data may not reflect new consumer behavior and emerging preferences. Most people have new shopping habits and expect brands to be purpose-driven. And, multiple studies have found over 75% of consumers are trying different brands and want more personalized products, services and shopping experiences.
Why is it important to blend quantitative and qualitative market research?
The best way to gain a competitive edge is to keep your finger on the pulse of your customers, and the consumers in your brand category. Quantitative research identifies category drivers and sustainable consumer segments to dig deeper and gain qualitative insights that explain consumer behavior, motivations and the key benefit people love (or don’t love) about a product, service, place or experience.
Get to Know Jackie, Our Ace Analyst
When it comes to the analysis of market research, Jackie is our ace. As a management consultant for a leading global consultancy, she honed her innate ability to serve up category drivers, and actionable consumer insights to impact the bottom line.
Read Jackie's Bio
How Are Grooming Habits Changing?
Learn needs and usage insights for beauty, cosmetics and personal care brands
What Do People Want to Do?
People want different retail, entertainment, hospitality and sports experiences now
How Are Remote Jobs Changing Consumer Behavior?
People who work from home are adopting new shopping and spending habits
Need to Make Strategic Decisions Fast?
Six tips to reduce market research timelines and make quicker decisions