Research

From music to movies, fashion and art, Black Americans have long played an important role in shaping popular culture in the U.S., and that influence remains strong.

What is becoming clear, despite some new entrants, is that economic value is coalescing around a very small number of companies with respect to digital advertisers.

Nielsen announced that it has been granted accreditation by the Media Rating Council (MRC) for its inclusion of digital measurement in the TV ratings.

The lines between market research and marketing data are blurring. This really comes as no surprise, however. The convergence of these two disciplines was bound to happen at some point. While both industries are grappling with the implications of what this phenomenon means for the way they conduct research, startups shops are seizing the opportunity.  By Mario Carrasco -ThinkNow Research

No brand or category exists in isolation from the world. To treat them as such is to miss one of the richest inputs into their success.

We know the following truths about Millennials: They are the most highly educated generation. They are digitally savvy. They work to live.  By Karla Fernandez Parker –  Sensis

As might be expected, mobile is a healthy part of the mix, with almost half of companies listing mobile commerce and payments as one of the top ecommerce activities they’re involved in, based on a new study.

Mothers are at the epicenter of the family circle and are always ahead of the game, often balancing motherhood, work and most importantly, life. But what does this look like across the country’s many local communities, and how are stay-at-home and working moms adapting to technology and using media?

The financial services industry is no stranger to the Hispanic market. Many of the largest national and regional banks, insurance companies, tax preparation and investment firms have been targeting the Hispanic market for years.  By Jose Villa – founder of Sensis

9 of the 10 Top 10 Multicultural (MC) Millennial Designated Market Areas (DMAs) are among the Top 10 Overall Millennial DMAs in the U.S.

ThinkNow Research announced the results of its fourth annual ThinkNow Pulse Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians and non-Hispanic whites in the U.S.  Major findings from the study include 43 percent of Hispanics state their household financial situation has improved compared to this time last year, followed by 39 percent African-Americans and 38 percent of whites.

Nielsen announced that Entravision Communications Corporation has signed a multi-year renewal agreement for Nielsen’s Local Television Measurement.

It’s Monday morning and Luke, the BIGCO brand manager, walks into his office. He asks the digital assistant device on his desk how BIGCO’s Acme soft-drinks brand performed over the weekend. After a second, the assistant replies that Acme’s share of sales has fallen by 0.5%. Luke asks what’s driving the decrease, and is told it’s due to issues in the BIGCO West region. His digital assistant offers to email Tom, the sales manager, with a summary of their findings.  By Michelle Kennedy, Program Manager, Thought Leadership

By many measures, 2016 was an eventful year, to say the least, for Americans. From one of the most inspiring Olympics on record to a contentious presidential election season, many are exhausted and looking forward to a fresh start in 2017. Using this year of extremes as a backdrop, ThinkNow Research conducted its fourth annual Consumer Sentiment Study across a representative sample of Hispanics, African-Americans, Asians, and non-Hispanic whites.

The 2017 Edelman Trust Barometer reveals the largest-ever drop in trust across the institutions of government, business, media and NGOs. Trust in media (43 percent) fell precipitously and is at all-time lows in 17 countries, while trust levels in government (41 percent) dropped in 14 markets and is the least trusted institution in half of the 28 countries surveyed. The credibility of leaders also is in peril: CEO credibility dropped 12 points globally to an all-time low of 37 percent, plummeting in every country studied, while government leaders (29 percent) remain least credible.

They are remarkable loyal to brands and utilized social media channels to engage with products. Furthermore, they spend twice as much as all other women in the United States on beauty products.

Now that we have all of these digital touch-points and databases, marketers and their corporate information officers and finance officers are looking for models to organize and manage all of these marketing and advertising activities. And, quite naturally, they are looking for guidance to models that worked on other parts of their business. Not surprisingly, many have focused on what has worked for their supply chain and have tried to apply supply chain-oriented models to their “demand chain.”

Teens are their household’s chief influencers, whose opinion on purchases is heeded by parents worldwide. Youths’ status as digital natives gives them greater authority than older family members and that influence extends beyond digital purchases to food and beverages and even big ticket items like furniture and travel.

The findings for the Ipsos poll on healthcare perceptions and knowledge.

A new AdReaction study from Kantar Millward Brown reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.