Research Junction The Intersection of Research, Branding, Marketing, Politics and Sociology 318 posts

Super Bowl Advertising Statistics [INFOGRAPHIC]

Super Bowl Advertising Statistics [INFOGRAPHIC]

Super Bowl is one of the biggest sport events in the U.S. It’s also one of the most important and expensive events for marketing companies and brands to shine and build maximum brand equity. Super Bowl XLVIII wasn’t an exception! Read more

Reality Distortion Field [Infographic]

Reality Distortion Field [Infographic]

In anticipation of the Apple’s announcement and rumored release of the iPads mini, we surveyed 2000 American consumers to gather some insights about what makes people more or less susceptible to Apple’s “Reality Distortion Field” Read more

Building a Brand Based on Emotions: Desire for Freedom

Building a Brand Based on Emotions: Desire for Freedom

There is a reason why marketing programs hyping “no contract,” “cancel anytime,” and “money back guarantee” are so popular. All of these messages allow consumers to make purchases without feeling trapped by long-term commitments. Try-and-buy programs are used by brands in many industries today in an effort to start relationships with consumers without requiring them to give up their freedom to back out if they’re not happy. Consumers value their freedom and demand it in more of their purchase decisions every day. Read more

Building a Brand Based on Emotions: Fear

Building a Brand Based on Emotions: Fear

Everyone is afraid of something but regardless of what each individual might be afraid of, there is no doubt that fear sells. Since few products actually solve a person’s fears but rather placate fear temporarily, brands that effectively evoke feelings related to fear can establish long-term relationships with consumers who think they won’t be safe unless they keep buying the brand. Anyone who pays for any kind of insurance is proof that fear sells for a long, long time. Read more

Building a Brand Based on Emotions: Desire for Instant Gratification

Building a Brand Based on Emotions: Desire for Instant Gratification

It all started with instant coffee, the Polaroid instant camera product, the Domino’s 30-minutes or less pizza guarantee, and the instant retail credit card at the register program. I’m talking about consumers’ desires for instant gratification and the creative brands, products, and programs that became integral to meeting those desires. Read more

Building a Brand Based on Emotions: Control

Building a Brand Based on Emotions: Control

Most people like to feel like they’re in control of their lives, futures, environment, and so on. Therefore, it makes sense for brand marketers to evoke emotions related to that desire for control through marketing messages and branded experiences. Those messages can be extremely direct, making it incredibly clear that the brand puts customers in control, or they can be very indirect, enabling consumers’ subconscious minds to latch onto a feeling of being in control — regardless of whether or not the consumer actually has any control in the brand relationship. Read more

Building a Brand Based on Emotions: Love and Belonging

Building a Brand Based on Emotions: Love and Belonging

Relationship brands like Harley Davidson offer the perfect benchmark for building a brand based on the emotions of love and a sense of belonging. Harley Davidson surrounds consumers with branded experiences that can be shared with other brand loyalists. Harley Davidson merchandise, online communities, and clubs are just a few examples of how the brand has created a sense of love and belonging among consumers. It’s a brand strategy that your brand can implement, too. Read more

Building a Brand Based on Emotions: Desire to Get a Good Deal

Building a Brand Based on Emotions: Desire to Get a Good Deal

Most consumers want to feel like they’ve gotten a good deal when they make a purchase. Getting what is perceived as a good value for the money is a universal desire that is rooted in consumers’ psyches. In other words, whether a consumer consciously or subconsciously evaluates the value for the money relationship when making a purchase, the fact is that the analysis does affect purchase decisions. Read more

Building a Brand Based on Emotions: Guilt

Building a Brand Based on Emotions: Guilt

Guilt is a powerful emotion that can come in many forms. Whether you feel guilty that you work too much and don’t spend enough time with your family or you feel guilty that you ate that extra helping at dinner, it’s an emotion that can affect your purchase decisions. Therefore, it’s not surprising that guilt is also an extremely powerful emotion to tap into for advertisers and marketers trying to sell products and services. Read more

Building a Brand Based on Emotions: Competition

Building a Brand Based on Emotions: Competition

Competition is something that most people feel at some point in their lives. Feeling like you need to compete with your siblings, colleagues, friends, and even strangers is universal. Today, “keeping up with the Joneses” and tapping into the feeling that people need to compete with one another is an effective marketing technique. Feeling the need to be better than others motivates consumers to purchase everything from specific brand jeans and cars to big screen televisions and gadgets. These days, it’s even important to have the right kind of coffee in your cup. Read more

Smartphone Market 2012-2013 [Infographic]

Smartphone Market 2012-2013 [Infographic]

With the recent announcement and subsequent release of the iPhone 5, we surveyed 600 American consumers to gather some insights into the current smartphone market. Read more

Building a Brand Based on Emotions: Desire to Be Trendy and Cool

Building a Brand Based on Emotions: Desire to Be Trendy and Cool

The feeling of desire can be used in a wide variety of ways in emotional branding. One of the most common is the desire to be trendy and cool. Brands in many categories tap into people’s desires to keep up with the latest fads or seem interesting, relevant, and timely to others. For many people, the desire to be viewed as cool by peers isn’t something that fades after high school, and that’s why it’s so effective when brands appeal to consumers’ needs to be perceived as cool in advertising and marketing. Read more

Building a Brand Based on Emotions: Trust

Building a Brand Based on Emotions: Trust

Trust is one of the most common emotions tapped by marketers to sell products and services. Whether a bank is telling consumers they can trust their money with the institution or an e-commerce website is telling consumers they can trust that their financial transactions will be safe when they make a purchase through the site, trust is a strong emotional benefit that drives sales. However, with the emotion of trust comes heavy consumer expectations and requires strict adherence to consistency from the brand. Let’s take a closer look. Read more

Building a Brand Based on Emotions: Security

Building a Brand Based on Emotions: Security

Building a brand based on emotions is a powerful way to motivate people to purchase your products and services, and selling a feeling of security as an emotional benefit of making those purchases is a great way to do it. In fact, the emotion of security is so effective in selling products and services that many companies launch product tie-ins with the phrase “peace-of-mind” in the product name. Have you ever purchased a car or electronic device and been offered a peace-of-mind guarantee or a peace-of-mind protection plan? Selling a sense of security can add even more revenue to a company’s bottom-line. Read more

Building a Brand Based on Emotions: A Lesson in Brand Strategy

Building a Brand Based on Emotions: A Lesson in Brand Strategy

People are ruled by their emotions. Yes, practical minds can affect consumers’ decision-making processes, but more often than not, some type of emotion is the catalyst to a purchase. That’s why a brand strategy that focuses on building a brand based on one or more emotions is critical to brand success. However, emotional branding isn’t as easy as picking an emotion, creating an ad, and watching the sales roll in. Read more

In Anticipation Of The New iPhone [Infographic]

In Anticipation Of The New iPhone [Infographic]

To uncover U.S. consumers anticipation of Apple’s expected launch of their next-generation iPhone we surveyed 3,000 Americans, of which 22% are already iPhone owners. Read more

Sometimes, More Is Better: How to Use AYTM’s Combobox Feature

Sometimes, More Is Better: How to Use AYTM’s Combobox Feature

The AYTM Combobox Feature (also known as a ‘Dropdown List’) is a survey design feature that allows for long lists. Normally, without a Combobox, AYTM limits lists to a maximum of seven items. And in most cases this is appropriate; we want to make sure the survey participant has a good experience, and keeping lists short is a key part of accomplishing this goal. Read more

This is a Test of your Online Survey Critiquing  Skills. This is Only a Test. Part 2

This is a Test of your Online Survey Critiquing Skills. This is Only a Test. Part 2

Sometimes it is easier to spot someone else’s mistakes than to spot your own. Maybe this is why so many awful drivers seem to be zealous “back seat drivers.”

The same applies to survey design. Sometimes you are so close to your own survey designs that you don’t see the possible potholes until you hit them. So to help you learn how to write greats surveys, here are a few sample survey questions. Each one has at least one error. Can you find them? Read more

Does Graphic Design Matter To Small Business? [Infographic]

Does Graphic Design Matter To Small Business? [Infographic]

With the the growing notion that graphic design is becoming an increasingly important factor in the success of companies, our friends from 99designs recently used AYTM to gather insights directly from the people that are actually running small businesses and deciding how much emphasis to place on design work. Read more

Doing the Right Thing: Uncovering Social Responsibility with Online Surveys

Doing the Right Thing: Uncovering Social Responsibility with Online Surveys

Have you ever looked at the label on a “Newman’s Own” product? You may have noticed, prominently displayed, the words: “All Profits For Charity”. Why do they do that? Because of social responsibility and, perhaps more significantly, the image of social responsibility. Read more

Building Brand Value – Part 4

Building Brand Value – Part 4

Collective Brand Value and Continuous Improvement

Building brand value is an ongoing process that should never end, nor should it ever be de-prioritized. In Part 1 of the Building Brand Value series, I suggested that Apple and Disney would never de-prioritize building brand value, and neither should your company. If you missed that article, follow the preceding link to read it now. Be sure to read Part 2 and Part 3 as well, so you understand how to build brand value and meaning using features and benefits as well as about the kind of brand value market research you should conduct along the way. Now, it’s time to learn about collective brand value and continuous improvement. Read more

Building Brand Value – Part 3

Building Brand Value – Part 3

Brand Value Research

In Part 1 and Part 2 of the Building Brand Value series, you learned what brand value is and how to build brand value with features and benefits. Now, it’s time to learn about the market research you should conduct to ensure that your efforts at building brand value are the right ones. You can’t guess at what’s meaningful to your target audience. Furthermore, there isn’t a single benefit or emotion that is meaningful to all consumers. Market research is essential to developing an effective marketing plan to build positive brand value. Read more

Building Brand Value – Part 2

Building Brand Value – Part 2

Building Brand Value with Features and Benefits

In Part 1 of the Building Brand Value series, you learned what brand value is. Now, it’s time to learn how to build brand value with features and benefits. Keep in mind, brand value is rooted in behaviors. Specifically, brand value comes from a company’s ability to deliver on consumer expectations for the brand based on their perceptions of it. If the company’s behaviors aren’t consistent with consumers’ expectations, brand value cannot develop. That means you need to make internal branding a top priority, too. If your employees don’t believe in your brand and live your brand promise, why should consumers? Read more

Building Brand Value – Part 1

Building Brand Value – Part 1

What Is Brand Value?

Brand value can be a company’s most valuable asset, but too many companies don’t prioritize building brand value as part of their strategic imperatives. In my new series for AYTM, Building Brand Value, you’ll learn what brand value is, how to develop it, and why it matters. Think of it this way — would Apple agree that prioritizing brand value is not important? Would Disney? Your company should give building brand value the investment it deserves, and you’ll reap the long-term rewards that brand value and brand equity can deliver. Read more

Effectively Presenting Online Survey Results: You are the star!

Effectively Presenting Online Survey Results: You are the star!

Think for a moment about your all-time favorite movie. For me, it is the Wizard of Oz. I was 7 years old when I first saw it. I sat in my living room with neighborhood friends, propped up on a pile of pillows. The music started, the lamps were turned off, and my sense of time just disappeared. Two hours later the lights came on and I was thrust back into the real world against my will… What a ride! Read more