On questionnaires and surveys: Yes, there’s a difference

On questionnaires and surveys: Yes, there’s a difference

Have you noticed that some people interchangeably use “survey” and “questionnaire”? Although this is common (even among academics) there is an essential difference between these two concepts. When it comes to market research, you need to know the correct terms to use the most appropriate methods for your particular goals. aytm offers a platform that allows you to perform real-time agile research, giving you the ability to quickly collect data from your target market that can empower insights-driven leadership in your company. With aytm, market research is simplified, streamlined, and effective.

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Listen to your customer: How to jumpstart your VoC program

Listen to your customer: How to jumpstart your VoC program

With social media, smart devices, and high-speed internet, consumers can share their opinions to the four corners of the world in seconds. This means that entirely new trends can arise at the click of a button. Markets are moving faster than ever before, and businesses need to keep up. 

A quick way to get the pulse of the market is to run a VoC program. Today, we’re going to dive into what a VoC program is, some must-have questions to put into the survey, and the easiest way to build and execute a VoC strategy successfully.

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Battling response bias: How to design a truly neutral survey

Battling response bias: How to design a truly neutral survey

They say that the customer is always right, but they don’t say that the customer is always accurate. Unfortunately, we humans tend to be easily influenced. We don’t always respond truthfully or authentically to every question because we naturally use our environment to determine our response to situations. This tendency negatively impacts research and makes it impossible to extract actionable insights from data unless you structure your survey to avoid it. 

Today, we will break down what response bias is regarding survey research methodologies and how you can use best practices to avoid it. This will ensure that your research is always high-quality and can be effectively used to drive critical decision-making. To implement these tips, we recommend using an agile research platform such as the one aytm provides so you can create your own bias-free surveys quickly and easily and then send them to our diverse panel of over 100 million consumers. 

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How to use psychographic segmentation in market research

How to use psychographic segmentation in market research

Audience segmentation is one of the most fundamental practices for brand marketers to position their products in the most accurate and cost-effective way for their target audience. While there are many ways to segment any given audience, psychographic segmentation is used to uncover the motivations, values, and desires influencing buying decisions—offering a substantial amount of insight into the drivers of consumer behavior across demographics.

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The perfect survey length: Do you know what it is?

The perfect survey length: Do you know what it is?

The length of a survey is well known to impact survey completion rates, but do you know the ideal length of a survey? Surprisingly, there has been very little research done on what effect length has on survey completion rates. Here, we take a closer look at LOI and its impact on data quality. When we use the term data quality,  we refer to its “fitness for use,” which means the data is unbiased and achieves the intended purposes of the research study. The goal of any survey is to extract the highest possible quality of data every time so that organizations can get the actionable insights they need to make data-driven decisions. Let’s dive in.

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Ethics, breakfast, and meal kits: Consumer cravings in 2022

Ethics, breakfast, and meal kits: Consumer cravings in 2022

In any major sector, changes in consumer preferences and behavior are inevitable. Nowhere these days is that more true than in the food industry. If you’re in the food business, you probably already know how hard it is to keep up with rapidly changing consumer trends. Throw in social upheavals, technological innovations, and worldwide pandemics, and you may start to think that the only way to assess the food industry is to take up astrology or crystal-gazing. 

You don’t need to hire a psychic, though. There’s a better way to get consumer insights in a rapidly changing industry. It’s called agile market research, and it’s the best way to quickly and efficiently identify trends and vital data on your target market so that you can be the first to meet your customers’ needs and preferences. In a market that changes as rapidly as the food industry, agile market research is essential. So let’s take a look at some of the most critical consumer trends for 2022.

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Would anyone like a beverage? A deep dive into the latest consumer trends, behavior, and preferences

Would anyone like a beverage? A deep dive into the latest consumer trends, behavior, and preferences

What really makes a beverage buyer? We recently focused our attention on the beverage industry to uncover consumer trends and demand shifts that provide a detailed picture of what the average beverage buyer is looking for. By breaking down this research and sharing our analysis, we hope to offer the insights seekers the ability to learn more about the beverage industry. Take a sip!

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Reflections on shelf testing during the pandemic

Reflections on shelf testing during the pandemic

The pandemic thoroughly rocked the CPG world over the last two years—especially when it comes to consumer insights and market research. Shelf testing, traditionally done in-person, became incredibly complicated overnight as the pandemic gained momentum and rapid changes in consumer preferences made it tough to act on market research. 

Without thorough market research, businesses face challenges in forecasting for 2022 and beyond. So how can brands know which consumer behaviors are temporary adjustments due to necessity and which are permanent?

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The major power of micro-influence

The major power of micro-influence

As real-life Mad Men inspiration Howard Gossage said, “Nobody reads ads. People read what interests them. Sometimes, it’s an ad.” This can be a tough notion to process for anyone in the marketing world. But, he’s onto something: How can businesses cut through the noise to truly connect with the interests of their target audience? I’d encourage you to consider micro-influencers, an exciting, innovative approach to authentically marketing your product. 

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Charting your professional future

Charting your professional future

Some people always knew exactly what they wanted to be when they grew up. Some people have a bit more of a struggle in forming a clear vision for their future. That’s ok. Most Americans have 12 jobs over the course of their lives. And, 30% of people consider making a job change in any given year.

Many people over the years have come to me and asked me for advice about their careers. Most come at a time when things aren’t going well. And, while they are vulnerable, depressed, and stressed, they are essentially forced to consider what they might do differently. And, they want the quick fix.

So, what is the magic piece of advice that I give? Like so many things that are important, it isn’t easy. And, it isn’t something you can do one time and then never have to do it again. The biggest piece of advice I can give is to think more about charting your professional future and less about finding that next job or that next paycheck. This is even more true if you need to take a job you don’t love to pay the bills while you really search for what comes next. Sometimes those temporary jobs can consume a decade of your life. Let’s talk about charting your professional career. 

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Data: Driving your solutions

Data: Driving your solutions

In today’s world, the importance of product data continues to grow and become more vital to a company’s success—stemming from a real need to understand the ever-changing consumer. As product owners, we all want to better answer the same two questions: how can we generate more success, and how can we better service our clients? Here’s how data fits into answering those questions:

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Pint-sized insights: 7 beer trends worth watching in 2022

Pint-sized insights: 7 beer trends worth watching in 2022

Beer. It’s one of the oldest drinks in the history of the world. Some historians have even suggested that beer has been a vital driving force in the development of human civilization! Historians and archeologists have uncovered records of people drinking and making different beverage versions for thousands of years, going back to the stone age. 

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A taste of home: How the pandemic has changed our domestic eating habits

A taste of home: How the pandemic has changed our domestic eating habits

The impact of coronavirus has been all-encompassing. Few things have remained the same since the pandemic first began affecting us. Various changes to our normal ways of living have touched nearly all aspects of our lives, including how and what we eat. 

One clear change that resulted from this is more people cooking from home. It started near the beginning of Covid when everyone was sharing bread recipes online. Forced to stay home, it was like everyone rediscovered their kitchen.

This trend may have subsided somewhat with restaurants reopening, but it’s far from back to where it was. More people today are cooking at home and avoiding eating out, which has led to economic and social changes that affect nearly every food-service company.

Understanding these new habits is crucial for any company wanting to grow in the industry. Market research is the critical element that separates successful businesses from unsuccessful ones. That is why we wanted to create this article, outlining the changes to the food industry since the pandemic.

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Leading with an abundance mindset

Leading with an abundance mindset

Throughout my tenure at aytm I went from being a one-person team to managing a team of several incredible people. Through this experience I learned to persevere, to be humble, to see the future in others, and to empower individuals using building blocks of core ethics needed for success. 

Building and managing a team is not only about assessing and honing skill sets, but also a constant interaction of inspiring, listening, learning, teaching, caring, assessing, refining, and applying. Mind you, this is a multi-direction, multi-faceted approach that takes self-discipline. Trust, communication, transparency, humility, responsibility, vision, and perseverance are very important character traits needed for success. I’ve learned that even while I was mentoring others, I was being mentored as well by surrounding myself with individuals based on those very traits.

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Tips for in-person client meetings in late covid

Tips for in-person client meetings in late covid

One of the many casualties of the global pandemic has been business travel. With airlines grounded and corporate campuses closed, many road warriors spent the last year on zoom meetings rather than across the desk from their peers and customers. 

Perhaps this has hit the sales function hardest, as sellers struggle to replace the kind of relationship-building that happens more naturally face-to-face with something more virtual. The good news is that I’ve found attitudes about in-person meetings have really changed over the last six months. Where there was hesitation due to perceived risk before, now people are eager to push through risk and feel like things are getting back to normal. Here are a few approaches that have been successful for us over the last several months:

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10 benefits of joining a fully virtual workforce

10 benefits of joining a fully virtual workforce

I’ve worked for companies that are fully virtual, for companies that are fully office-based, and for many companies somewhere in-between. I’ve landed quite firmly on the belief that fully virtual companies have many benefits over office-based or semi-virtual companies. Here are 10 reasons why virtual companies are the best:

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Accounting for change: A look at the latest trends in financial services 

Accounting for change: A look at the latest trends in financial services 

There are some big and exciting things currently happening in the financial services industry, from new retail to crypto. Let’s explore some of your biggest questions about trends and changes in the financial services space in 2022.

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What’s for breakfast: 7 things cereal brands should keep an eye on in 2022

What’s for breakfast: 7 things cereal brands should keep an eye on in 2022

Some reports have predicted that the global breakfast cereal market will grow as high as $40b by 2023. And as the need for cereal rises worldwide, so will the companies manufacturing it. This presents cereal companies with two big-picture views of the future:

  1. There is an opportunity to gain a foothold in developing countries. In some instances, companies may be able to seize a large portion of the market around the world. Lack of competition and increased demand can assist in this growth.
  2. There is an impending/ongoing struggle in well-established markets. This fight is against an ever-growing competition base rising to meet the demand. 

For both of these futures, the key will be understanding your market and out-maneuvering them. With this in mind, here are the seven things cereal brands should take into consideration this year:

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Empathy matters: Growing a better work culture

Empathy matters: Growing a better work culture

Confidence, knowledge, and the ability to handle stress are all qualities that make a great leader. In the business world, it’s essential to strategize and take control of your mission to accomplish set objectives. But many fail to realize that empathy has a big role to play in leadership.

Empathy lets us understand other people’s feelings and see things from their point of view. Understanding and relating to those you serve and work with can help lay the foundation for success. And leaders who demonstrate empathy may experience greater buy-in and foster a better working culture among their teams. 

But how exactly does empathy work, and how can it be applied to research in a meaningful way? Let’s jump in and explore!

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Quick decisions: Capturing System 1 impressions with Rapid Association

Quick decisions: Capturing System 1 impressions with Rapid Association

You’ve probably seen the claims: “95% of thinking is System 1,” and  “95% of mental activity is unconscious.” Although the former may be an oversimplification of the latter, the fact remains that much of our day-to-day decision making occurs under the radar. This truth extends throughout the purchasing process—impacting everything from an impulse buy to routine shopping for your standard brands. But how can we test decisions made with limited thinking and occur almost automatically?

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Destination: Sustainability | Take action in 2022

Destination: Sustainability | Take action in 2022

As 2022 progresses, interest in maintaining sustainability seems to have renewed and increased. The importance of combating climate change has grown exponentially in recent years, and by all metrics, these themes will continue to permeate deeper and deeper into our everyday lives. While many are incorporating changes on their own out of personal responsibility, businesses who haven’t done so will face mounting pressure to step up.

With all the interest in this topic, we wanted to cover what paths businesses can take to become more sustainable in 2022.

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Accommodating the pandemic: 2022 hotel and vacation rental forecast

Accommodating the pandemic: 2022 hotel and vacation rental forecast

As the pandemic response continues, it’s still affecting the hotel and rental industries. Travel and hospitality companies have been tremendously shaken by the ups and downs of measures taken against COVID-19. Each breaking news story carries the potential for more of the public to decide they aren’t comfortable with traveling.

We are finishing our second year of Covid. By some accounts, there’s also going to be a third year, leading to continued uncertainty in the travel sector. As such, we polled 1000 people across the United States to take the pulse of the industry. The questions in this survey focus mainly on respondents’ impressions and experiences regarding travel accommodations. The resulting information offers critical insights into what hotels and rental services should expect in 2022.

While the industry is ever-changing, the below can provide a window into where things are right now.

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Q4 2021 Feature Releases

Q4 2021 Feature Releases

#ICYMI More time saving, less time wasting

It’s the most wonderful time of the year with new features galore! This quarter we’ve been hard at work building innovations that propel your research. Aytm is committed to insights-driven approaches that inspire business impact on many levels. So in case you missed it, now’s your chance to dive into the details!

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Home as a hub: Latest trends for a new domestic era

Home as a hub: Latest trends for a new domestic era

Nearly two years ago, the COVID-19 pandemic swept the world and had rippling effects on global labor and commerce that we’re still experiencing today. It’s too soon to know which changes are permanent and which are temporary, but one thing’s for sure: Businesses and consumers will still feel the impact of COVID-19 throughout 2022.

One of the biggest changes came from early furloughs and quarantines in the United States. In early 2020, many people lost income and made significant lifestyle adjustments. Even those who were lucky enough to maintain employment had to modify their lifestyles to comply with local ordinances for the sake of public health. 

Shelter-at-home orders had some surprising positive effects: people started spending more time with their families and reconnecting with old friends online. Some people reevaluated their goals and made drastic career changes. Some even moved across the country.

One central question that business owners are are asking in 2022 is: “Has the American home forever changed?”

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Home for the holidays: A story of online holiday shopping in 2021

Home for the holidays: A story of online holiday shopping in 2021

The holidays are here, and despite nearly two years of pandemic challenges, the outlook is strong for holiday sales in 2021, especially for eCommerce brands. The past several years have shown tremendous growth in online retail and proven that online shopping experiences are essential to modern shoppers of all ages. Today we’re taking a look at how online shopping plays a role in these successes.

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