NEWSLETTER – Q4 2016
This portal shares research with clients, colleagues and our market research community. Each newsletter focuses on how we illuminate data through customized research strategies and survey design services.
LESSONS LEARNED FROM THE RIO 2016 OLYMPICS
Insights into generational consumption & marketing impact
The Olympic Games offer a rich and powerful experience for consumers and marketers alike.
For consumers, it is one of the few remaining broadcast events truly universal in appeal and interest and viewers of the Rio 2016 Games benefited from rich content across screens. Technology and content providers complemented television with rich experiences across mobile, tablets and PCs, and consumers responded differently, by generation, in how they used and preferred these digital platforms. Based on an extensive survey of U.S. consumers, this report evaluates generational consumption of the Rio 2016 Olympic Games and examines the impact of Olympic marketing in terms of both ad spend and creative best practices.
ANALYZE AND BENCHMARK YOUR SURVEY DESIGN
Introducing Lightspeed’s global engagement metric
Are your surveys interesting? Do panelists even enjoy taking your surveys? One solution to monitor the engagement and enjoyment levels of respondents is to ask for their feedback directly. Lightspeed recently released Survey Health Score, its proprietary engagement assessment metric. As the newest addition to Quality Suite, SHS looks at survey enjoyment, ease (of answering survey questions) and the dropout rate of surveys to help you assess their ‘health.’
Over the last 10 months, Lightspeed respondents rated more than 15 million surveys to capture real-time user feedback on engagement and satisfaction levels. Using this data to create benchmarks and optimize survey design, SHS provides actionable insights to help drive data quality. And, we’ve seen results that prove higher engagement scores provide better data; Lightspeed’s own designed survey scores improved quarter over quarter, seeing the highest growth levels with mobile surveys. SHS can assess respondent satisfaction by device – an important factor as more and more consumers engage across an array of devices. Click here to see our infographic.
To learn more about this capability contact your Lightspeed Representative.
Lightspeed Panel Book
Global Research, Quality Respondents
At Lightspeed, 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.
Lightspeed’s Wheatley Earns Third Industry Award in 2016
Alexander Wheatley, Lightspeed’s award-winning Research Innovator, was recognized at ESOMAR CONGRESS 2016. Earning accolades for his presentation, Head or Heart: The Conflicts of Political Polling, Wheatley won the inaugural ESOMAR Corporate Young Professional Award. This honor marks Lightspeed’s 28th industry accolade and Wheatley’s third award this year. Earlier this year, Wheatley earned the prestigious WPP Atticus Award for Survey Confessions: The Impact of Survey Design on Honesty. In this paper, he showcased why researchers need to craft a careful narrative and design surveys for respondent honesty.
Are You Face to Face with Your Survey Respondents?
The Rise of Video in Marketing Research
Video is a powerful tool to elicit deeper consumer insights that can enhance any research project via short, self-completion video capture. It’s a growing way to collect insights from consumers, globally, where these short videos enable detailed respondent input that can be gathered quickly, efficiently and at scale. Hear words, feelings, tones and emotions people use to describe products and needs, add a qualitative element for a fraction of the price, and gain richer insights with the same survey.
Although video responses can produce challenges, the additional insights gained can be worth the effort. Marketing research can tap into direct consumer feedback, including
- Context – how are the products used?
- Habits – what are the real habits of people and how do products fit into those habits?
- Verification – show that products are in the house and that they are used
- Demonstration – how are products really used?
Lightspeed Strengthens Leadership Team with Key Appointments
Caroline Frankum Named CEO, EMEA
Jennifer Carrea Joined As CEO, Lightspeed All Global
On the heels of its new visual identity and several key product launches, Lightspeed continues to build its distinguished, award-wining marketing research portfolio. As Lightspeed accelerates its momentum, it’s crucial they have experienced and effective individuals in place, making up a strong leadership team to drive success. With this in mind, Lightspeed made two key appointments in 2016: Caroline Frankum was appointed Chief Executive Officer, EMEA and Jennifer Carrea was named Chief Executive Officer, Lightspeed All Global.
“Caroline has a broad range of experience with myriad clients, product development and concept testing, as well as consumer targeting in both the quantitative and qualitative space – a perfect fit for this position,” stated David Day, President and Global Chief Executive Officer. “And, Jennifer is an accomplished leader: she combines formidable organizational and negotiation skills with real marketing research and healthcare know-how. No one is better suited to lead our healthcare business forward.”