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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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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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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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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Level Up Your DIY Survey Game: Part Four “Simplifying the Survey Journey”

Level Up Your DIY Survey Game: Part Four “Simplifying the Survey Journey”

Here we are, everyone. The final part of our DIY survey course. It’s been a fantastic journey so far, and we hope you’ve been able to pick up some valuable tips and tricks to help improve your DIY survey game. We’re also hearing a lot of positive feedback, which means you’re all feeling more and more confident! And you should! You got this! Today we’re going to look at how we can simplify the survey journey for our respondents. Think of it as the finishing touches to the masterpieces you’ve been creating throughout this series. Alright. Let’s finish strong!

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The most wonderful timing of the year: Solving holiday shopping challenges in 2021

The most wonderful timing of the year: Solving holiday shopping challenges in 2021

Holiday 2021 is set to be a spectacular season of growth. Deloitte anticipates retail growth of 7-9% for 2021—on par with 2020’s retail growth of 8.3% and double 2019’s growth of 4.1%. However, after nearly two years of chaos, the pandemic fallout is still complicating business and logistics. And brands should do everything they can to prepare for any foreseeable challenges throughout the holiday and into 2022.

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Level Up Your DIY Survey Game: Part Three “Creating an Engaging Survey Route”

Level Up Your DIY Survey Game: Part Three “Creating an Engaging Survey Route”

Welcome to the third installment of our series on DIY survey design! We’ve had some great discussions centered around focusing our intentions and building questions that drive precision. If you’ve yet to read previous parts of the series, take a moment and start from the top! Today, we’re looking at how to map logical survey routes, returning to themes of empathy and thoughtfulness that drive better responses and boost data quality. We’ll talk about helping your respondents understand what you have in store for them, planning to ask and listen efficiently, and how to use quotas to your advantage. Y’all ready? Let’s get started!

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aytm announces immersive shopping experience reimagined as an Agile Shelf Test

aytm announces immersive shopping experience reimagined as an Agile Shelf Test

SAN FRANCISCO—aytm (Ask Your Target Market), the leading consumer insights platform for some of the world’s most notable brands, creative agencies and marketing consultancies, has announced the launch of their state-of-the-art Agile Shelf Test.

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Checking the list: Consumer holiday shopping plans for 2021

Checking the list: Consumer holiday shopping plans for 2021

The 2021 holidays are approaching rapidly, and in some ways, they’ve already arrived. In 2020, consumers started doing their holiday shopping earlier than ever before. That trend seems to only be increasing this year. And after nearly two years of lockdown life, people are starting to book more travel, plan more parties, and pursue new goals. So many businesses are wondering: what are consumers planning on buying in holiday 2021?

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Munch on this: How the pandemic impacted the snacking industry

Munch on this: How the pandemic impacted the snacking industry

The pandemic changed a lot in consumers’ lives. And as our lives change, so do our behaviors. One of the more significant shifts we’ve seen since the start of the pandemic revolves around our snacking habits. Yes, the “midnight snack” is now the “after-a-conference-call snack” and the “this-is-my-dinner snack” has finally been normalized,  but most importantly, Americans are snacking more frequently—with 88% of adults saying snacking has become their “lifeline” during the pandemic.  

So, knowing that not a single minute goes by where someone in the US isn’t snacking, let’s look at how these habits have evolved since the start of the pandemic. What are the reasons behind all of this snacking? And how can brands stay in continuous touch with constantly shifting consumer preferences? Grab something to munch on. Let’s dig in.

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Q3 2021 Feature Releases

Q3 2021 Feature Releases

Enhancements Made For You

Nothing excites us more than upgrades. We’ve launched some amazing features this past quarter that are sure to make the insighter in you smile, too– whatever way you research. Find out more about the new tools and capabilities that we’ve added to help you create incredible experiences on our platform. 

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