Kimberly-Clark’s 4 Criteria for Evaluating Consumer Insights Technology Vendors

Kimberly-Clark’s 4 Criteria for Evaluating Consumer Insights Technology Vendors

There’s no shortage of insights platforms on the market and practically all of them claim to empower brands to do agile research. But truth be told, all survey tools aren’t created equal. 

Some are incredibly basic, lacking the ability to conduct advanced research like MaxDiff and Conjoint studies. Others are almost too robust, requiring users to invest countless hours into learning how to use the platform. 

But Goldilocks will be the first to tell you, few are just right. 

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The Secret of Highly Prolific Insights Teams

The Secret of Highly Prolific Insights Teams

You know that feeling when someone drops one more research request onto your team’s already overflowing plate? 

There are only two sensible options…

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Kimberly-Clark Partners with aytm to Conduct Advanced Research at Lightning Speed

Kimberly-Clark Partners with aytm to Conduct Advanced Research at Lightning Speed

At Greenbook’s recent Insights That Work event, Kandice Coltrain, Vice President of Global Sales here at aytm, sat down with Andy Basehoar, Senior Statistician at CPG leader, Kimberly-Clark. Andy is part of the Research & Engineering team, which does quite a bit of product testing, including physical testing, bench tests, sensory tests, clinical tests, consumer testing, and more. His group currently supports the consumer tissue group. 

Let’s dive into the discussion to learn how Kimberly-Clark uses aytm to power agile insights.

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The Ins and Outs of Product Cannibalization

The Ins and Outs of Product Cannibalization

Around 30,000 new consumer products are launched each year, according to Harvard Business School professor Clayton Christensen. 

Brands are under constant pressure to demonstrate sales growth, increase profits, and acquire new customers. As a result, your innovation team likely has a lot of new product ideas percolating. But with so many products already on the shelf, there’s bound to be some overlap or cannibalization that takes away from existing products in your line. 

Let’s cover precisely what product cannibalization is and how you can either use it to your advantage or cut it off at the pass.

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How Pharmavite & Voya Financial Use aytm to Get More Research Done With Less

How Pharmavite & Voya Financial Use aytm to Get More Research Done With Less

During the recent Quirk’s Virtual Global event, Kandice Coltrain, aytm’s Vice President of Global Sales sat down with Keri Hughes, Market Research Manager, Consumer Insights and Research at Voya Financial, and Deborah A. Mendez Campos Reales, Shopper and Consumer Insights Manager at Pharmavite to discuss how they made the leap to agile market research.

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Gain Marketing Insight into Consumer Preferences with Conjoint Analysis

Gain Marketing Insight into Consumer Preferences with Conjoint Analysis

Your company charged you with trying to decide what feature(s) to highlight in your upcoming campaign. 

But with so many products in the market across every industry, consumers need to quickly understand your product’s value, making your job as a marketer even harder. 

You could create a survey and throw in a rank order question. But that often leaves you with more questions than answers. 🤔

So, how do you go about quickly quantifying your market’s preferences? 

💡 Give Choice-Based Conjoint a try.  

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How to Think About ‘Insight’ for Real Business Impact

How to Think About ‘Insight’ for Real Business Impact

The proliferation of consumer insights technology has given stakeholders access to an increasingly complex data landscape while significantly altering the role of the market researcher.

Thanks to technology, conducting qualitative research such as in-depth interviews or quantitative studies like concept tests are fairly straightforward compared with what researchers face upon returning to their workspaces.

They’re often met with piles of structured and unstructured data from half a dozen or more various sources. The tricky part is knowing what to do with all the data and how to turn it into something meaningful.

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Quirk’s Virtual Global

Quirk’s Virtual Global

From public opinion to product development: How small but agile insights teams get more done with less

Many insights teams want to adopt agile methods but are afraid that increases in speed mean they’ll have to compromise on quality. Some may even have been burned by the quick and dirty DIY research of the past. However, times have changed, technology has advanced and those who fail to act risk missing the boat.

Hear from the insight leaders at Voya Financial and Pharmavite to learn how they made the leap to agile and haven’t looked back.

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Traditional vs. Agile Market Research: Which One is Right for Your Project?

Traditional vs. Agile Market Research: Which One is Right for Your Project?

You know that feeling when you have a list of project requests from various stakeholders that looks a mile long and you have no clue how you’re going to get it all done on time and within budget?

Maybe in the past, you’d automatically farm it out to a full-service market research firm. But times have changed. Priorities have shifted and purse strings have tightened.

Now, before making a move, you need to decide if that traditional MR firm can deliver the project in a timely fashion and do it cost-effectively. Most often, they can’t.

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Should Market Researchers Have a Seat at the Table? 8 Executives Weigh In

Should Market Researchers Have a Seat at the Table? 8 Executives Weigh In

Once viewed as data gatherers, market researchers have transformed into gatekeepers with key insights into a brand’s market, products, and more. You have a unique view into the lives of your company’s target audience. You collect the raw data, analyze it and provide insights into what the information means to critical stakeholders.

Based on this new, more modern role of market researchers, it’s no surprise that most people in a recent discussion noted that insights professionals should have a seat at the metaphorical table with key executives within the business.

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3 Ways to Quickly Understand How Consumer Behaviors & Perceptions Impact Future Buying Habits

3 Ways to Quickly Understand How Consumer Behaviors & Perceptions Impact Future Buying Habits

Hello 2021. Oh, how we have high hopes for you. Given the many twists and turns in 2020 due to the pandemic, economy, and social concerns, most consumers are being affected in various ways impacting what used to be “normal” shopping habits. 

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Why a Top 10 CPG Company Uses aytm for Agile, Iterative Market Research

Why a Top 10 CPG Company Uses aytm for Agile, Iterative Market Research

For a multinational, top 10 consumer goods corporation with a large multi-faceted research organization known for supplying a wide range of consumer goods, staying in lock-step with rapidly shifting consumer perceptions is imperative for success.

But like many enterprises, this CPG heavyweight used to outsource market research to a full-service firm. Traditional MR firms typically take upwards of 4-6 weeks from survey design and programming to fielding to reporting and analysis.

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What is Agile Market Research?

What is Agile Market Research?

The agile manifesto changed the way software was developed by taking an iterative approach. Rather than complete a major scope of work–and encounter inevitable delays and setbacks–agile developers push their work forward incrementally.

This results in a product that’s continually improved without being subject to the delays and setbacks that define traditional release periods. What’s more, the product is released sooner for a competitive edge in the marketplace.

By applying an agile mindset and the right tools to their work, market researchers can solve their most pressing pain point: a mismatch between customer research and product development that means lengthy reports frequently go to waste.

Let’s review what agile market research means and why it’s so important.

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Inside aytm: Meet Tiffany Mullin, VP of Marketing

Inside aytm: Meet Tiffany Mullin, VP of Marketing

Tiffany Mullin went from manager to VP in two years’ time, proving not only that she’s a certified rockstar but also that there’s a HUGE opportunity for advancement here at aytm. This high-energy executive is the mastermind behind our Insighter Virtual Conference and countless other marketing initiatives while juggling the demands of co-owning a small business, maintaining an active lifestyle, and caring for two adorable pups. Learn more about Tiffany! 👇🏾

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Aytm’s Commitment to Giving Back

Aytm’s Commitment to Giving Back

2020 has finally come to an end, and what a year it was!

Despite all the challenges we went through and continue dealing with on a personal and global scale, I am feeling more gratitude than ever for my aytm family being there for each other and thriving as a team.

We experienced tremendous growth, both in terms of significantly increasing profitability and expanding the team to 115! We’ve strengthened our relationships with clients, supporting them in this unprecedented time. 

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Using Agile Research to Explore New Strategies with Concept Testing

Using Agile Research to Explore New Strategies with Concept Testing

Remember 2019? Market research was so simple then. You ran a survey to your target audience; maybe you hosted a focus group, collected consumer feedback, analyzed the data, and delivered insights that helped guide strategic decisions for the business. 

If you had a big budget and lots of time to spare, you might have simply hired a market research firm to do a good amount of the work for you. 

Fast forward to today, and you’re now expected to do much more with way less. Less time. Less money. And zero in-person access to consumers. 

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Key Findings on Inequality and Discrimination in the US

Key Findings on Inequality and Discrimination in the US

At the Insighter Virtual conference, Melissa Gonsalves – Co-Founder & Director, Colour of Research (CORe) & Director of Strategic Insights at Differentology delivered a riveting presentation titled, ‘Equality in an Unequal World.’ 

She tackled the hard-to-swallow facts on how imbalanced the world currently is due to rife inequality. She also dove into the very timely topic of diversity and how you can use it to enrich your market research.

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Eradicating Inequality & Discrimination with Market Research

Eradicating Inequality & Discrimination with Market Research

In my previous post, I highlighted several startling facts about inequality and the lack of diversity in the US, which Melissa Gonsalves – Co-Founder & Director, Colour of Research (CORe) & Director of Strategic Insights at Differentology spoke about during her Insighter Virtual Conference session, ‘Equality in an Unequal World.’ 

Admittedly, the statistics are disparaging and dire. It’s clear that change is needed, but you may be wondering, ‘what can I do?’.  

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Inside aytm: Meet Rossi Dobrikova, Director of Panel Ops

Inside aytm: Meet Rossi Dobrikova, Director of Panel Ops

Today, we’re continuing our tour behind the scenes of aytm with our exceptional Director of Panel Ops, Rossi Dobrikova. Rossi has been with aytm since November 2019. A highly capable and experienced researcher in her own right, she is the queen of all things panel, including our proprietary panel, PaidViewpoint. Learn more about Rossi below.

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How to Create a Winning DIY Research Strategy in Times of Uncertainty

How to Create a Winning DIY Research Strategy in Times of Uncertainty

Outsourcing research has become a luxury for many. It’s hands-off and allows you to concentrate on other pressing jobs – like analyzing the data. 

But what happens when outsourcing isn’t an option?

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Rank-order Data: Which Question Type Should You Use?

Rank-order Data: Which Question Type Should You Use?

As with many things in life, there are multiple ways you can get your target customers to prioritize items.  On the aytm platform, there are three methods you could use to see items ranked: the Reorder question type, the Side-by-Side question type, and the MaxDiff question type.  The question arises, if there are three ways of accomplishing the same thing, which one should be used?

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Insights Marketing Day

Insights Marketing Day

Insights Marketing Day boasts powerful and instructive speakers who are a proven authority in digital marketing. From social to web, blogging to podcasting, it’ll cover a range of topics that need to be addressed for a successful, comprehensive and interconnected marketing plan. Join the session with aytm’s VP of Digital Transformation, Sarah Snudden, as she explores tools to maximize your strategic impact in market research.

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Market Researchers: Let’s Make Data Easy to Understand

Market Researchers: Let’s Make Data Easy to Understand

How do you relate to your colleagues on social media and inspire great conversations? Post a humorous yet powerful meme, make it relevant to your industry, pick a pain point, and BOOM. 

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We’re hiring!

We’re hiring!

Ready to be part of a team that’s shaping the future of an entire industry?

Want to connect with a tight-knit, remote team of world-class researchers, business minds, product designers, marketers, and all-star sales & service professionals?

How would you like to work from anywhere?

Join a company that has been remote-first from the very start. From day one, we set you up with the tools you need to stay connected – from a new laptop to remote onboarding & training, to apps like Slack, and G-Suite for easy digital collaboration.

Aytm is an established and fast-growing company looking for curious, creative, and empathetic individuals who want to get into one of the most EXCITING areas of market research.

We’re hiring for various positions, and we’d love to hear from you.

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Inside aytm: Meet Brianna Boyer, Director of Digital Transformation

Inside aytm: Meet Brianna Boyer, Director of Digital Transformation

We’re continuing to give you a peek Inside aytm! Today, we’re featuring our brilliant Director of Digital Transformation, Brianna Boyer. Brianna has been with aytm since the fall of 2013. With a passion for sports, British panel shows and Minesweeper, Brianna describes herself as logical, curious and passionate.

In her spare time she has been known to solve LSAT analytical and logical reasoning practice problems for fun 🤯. Learn more about Brianna below.

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