NEWSLETTER – Q2 2016

Lightspeed Insights

This publication shares our research and news with clients, colleagues and the market research community. Each newsletter will focus on customized research strategies and survey design services.

 

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LIGHTSPEED GMI, BBC WORLDWIDE AND CROWDEMOTION TACKLE THE ELEPHANT

MRS-awards-listingBBC Worldwide partnered with Lightspeed GMI and CrowdEmotion to solve one of the most fundamental and timeless questions that creative businesses face: how do you create TV content that people will really, truly love?

The MRS Grand Prix Award-Winning Tackling the Elephant: How Innovation Helped BBC Worldwide Master Emotion traveled the globe and covered many different cultures, but the results were always the same: researchers today require emotional data and cannot just rely on survey-based data alone. By integrating CrowdEmotion’s innovative emotion intelligence platform to test a groundbreaking approach to content testing, this collaboration turned emotion into “science.” Read more…

 

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THE FUTURE OF PANELS: ARE THE BEST DAYS OF ONLINE RESEARCH PANELS BEHIND US?

focusgroup-CircleResearch fieldwork methodologies come and go. Postal panels, central location interviewing and CATI all had their moments, but are now outmoded. By all indications, the peak of online panel research was more than five years ago when we had large, responsive, deeply profiled panels.

Lightspeed GMI’s Frank Kelly believes panels are less responsive as respondents do not remain in panels as long. The two key benefits of panels, sample selection and panel profiling processes have largely been replaced by lower quality dynamic pre-screening and respondent allocation algorithms. Where does this leave the future of panels? Read more…

 

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LIGHTSPEED GMI PANEL BOOK

Global Research, Quality Respondents

PanelBookAt Lightspeed GMI, the strengths we share around the world – our core standards – allow us to facilitate a deep understanding of consumer opinions and behavior. From innovative technology to proven sampling methodologies, our authentic insights measure millions of respondents in North America, Latin America, Asia Pacific, Europe and the Middle East. Click here to download our most recent Panel Book.

 

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WHAT MAKES A COUNTRY GREAT?

icons_global-panelWhat makes a country great? Education? Economic strength? Political system?

“How a nation is perceived outside its borders is critical to its success,” said Martin Sorrell, WPP’s Chief Executive Officer. “Smart, thoughtful and responsible administrations pay attention to image and reputation, because a better image contributes towards more foreign direct investment, more tourism and a ‘made-in’ or ‘created-in’ premium.”

To answer the question of what makes a best country, U.S. News & World Report, in collaboration with BAV Consulting and the Wharton School of the University of Pennsylvania, reviewed the perceptions of more than 16,000 people across four global regions. Lightspeed GMI played a critical role in this undertaking by surveying engaged citizen across the Americas, Asia, Europe and Africa. Read more…

 

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TARGETING THE RIGHT HEALTHCARE AUDIENCE, USING THE RIGHT CHANNELS: ONCOLOGY STUDY

2015_LightspeedAllGlobal_Oncology_studySuperior healthcare research starts with high-quality, specialized panels. Leveraging Lightspeed All Global’s exclusive physician panel, a recent oncology study revealed future trends of biosimiliars and PD-1 drugs, as well as drivers of the healthcare systems and practice integration. Conducted in late 2015, this study implemented gamification principles led by Jon Puleston’s QuestionArts team. Download the infographic…

 

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QUESTIONARTS: CLIENT SUCCESS STORY

icons_paintbrush-paletteAn audiences’ understanding of a movie trailer or television preview is critical. It can drive box office sales or reject a pilot season. Project timing was tight and not flexible. Our client, a multi-media entertainment company, required expertly designed surveys guaranteed to appeal to avid movie goers and ensure high completion rates. Through the seamless implementation of QuestionArts, Lightspeed GMI improved our client’s completion rate by 10%, while decreasing ‘bad’ open-ended responses. Read more…

“QuestionArts isn’t just about the look and feel of surveys, it helps with respondent engagement as well. An attentive and captivated audience will take the time to put thought and energy into each question they answer and thus produce high quality data that will truly impact future business decisions,” stated Melissa Moxley, Product Marketing Manager.

 

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ALL CONSUMERS MATTER

AllConsumersMatter_CoverIn the United States, people with disabilities (PwD) have an annual disposable income of more than $220 billion, yet the vast majority of marketing research is not designed to include PwD in marketing research studies. Their exclusion from these and other consumer-based research studies can often cause companies to redesign products to address barriers to access that are identified later Access barriers might have been avoided altogether had people with disabilities been properly represented in the study from the beginning.

In our latest white paper, All Consumers Matter, we address the idea of ‘creation with representation of all consumers.’ Because all consumers matter, more inclusive market research is necessary. Inclusive human design covers the needs of the widest number of consumers (at the start of development) for any new products, services and environments. Marketing research is no exception. Read more…

 

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BRINGING A CLEAR VOICE TO THE POLITICAL CONVERSATION

political-circleA data-driven snapshot of America’s changing political views – from candidate perception to campaign contributions – is a valuable resource for Election 2016. To provide greater insight on political and opinion research issues, Lightspeed GMI launched its Political Profiler.

Reaching verified U.S. voters, the Political Profiler allows targeting by political party affiliation, voter preferences and voting frequency as well as social interest profiles. As part of its expanded set of behavioral and attitudinal data integration abilities, Lightspeed GMI’s Political Profiler provides a new targeted research solution. Watch David Shanker’s interview with Research Radio.

 

 

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