Research

ThinkNow announce that Jannet Torres has joined the company in the newly created position of vice president, custom research. Torres will have national responsibility for building ThinkNow’s market research and consumer insights team and will be based in Los Altos, Calif.  

Young people are having a moment. Parkland survivors are demanding a national conversation on gun violence and are refusing to back down. The International Indigenous Youth Council, which grew out of the Dakota Pipeline protests, works to inspire, organize, and empower young leaders. Black Lives Matter youth groups have spent the last six years fighting for justice for young people of color.

A Cultural Re:Evolution reveals that U.S. Latinas have reached the tipping point where professional identity takes precedence over other roles in Latinas’ lives and represent a new chapter in the evolution of a complex woman who is at the forefront of a cultural, political and generational shift.

A while back I wrote about the need to break out of the comfort zone in order to create brand growth. The scary thing is that data can be one of the things that helps create the comfort zone. Our data becomes the lens through which we see the world and the real opportunities lie outside our view.  by Nigel Hollis

The apparel market hasn’t reached crisis mode, but shopping behavior has changed in ways that are affecting clothing retailers. Yoga pants are now just pants, fewer consumers have separate work and leisure wardrobes, and younger shoppers are supposedly less materialistic (or maybe just poor), embracing experiences instead of goods.

Marketers seek more customer data, but many struggle to make sense of what the numbers are telling them.

Data is still core to being a successful marketer, but there’s a more tangible consumer resistance rooted in privacy as a result of the recent Facebook issues. So where does that net out for marketers?

According to Asian-Americans: Digital Lives and Growing Influence, a Nielsen report released, Asian-American consumers are growing faster than the general population and maintaining income and education rates higher than any other racial or ethnic group. Asian-Americans continue to make gains as tech-enabled influencers with unlimited potential. As the fastest growing ethnic group, Asian-Americans’ consumer buying power has grown exponentially to $986 billion, up 257% since 2000, versus 97% for the total U.S.

Millennials’ behavior is among the most scrutinized, but don’t be too quick to stereotype this generation.

Cigna released results from a national survey exploring the impact of loneliness in the United States. The survey, conducted in partnership with market research firm, Ipsos, revealed that most American adults are considered lonely.

TBWA’s cultural insight studio, Backslash, released a report identifying a new modern era of American activism, coined Pan Activism. In a nationwide research study, conducted with strategic brand research consultancy Hall & Partners, it was found that 85 percent of Americans took some form of activism in the past year, such as conversing with those who have differing beliefs or donating to a local business or national tragedy. The findings indicate that modern activism is no longer defined by fringe groups with singular big battles but it is more mass and characterized by small, everyday actions.

How much time do American consumers spend each day with their multimedia devices, tablets, computers, AM/FM radio, TV, or their smartphones?  By Pierre Bouvard

As the percentage of Hispanics who speak Spanish begin to decline and immigration slows, it begs the question among market researchers, “do I still need Spanish-dominant sample as part of my U.S. sample frames?”

This week at Hispanicize in Miami, Richard Edelman President & Chief Executive Office  presented “The State of Trust Among Hispanics”.

ThinkNow was honored with a 2018 ARF David Ogilvy Award for Excellence in Advertising Research for Covered California’s “Life Can Change in an Instant” advertising campaign created by Campbell Ewald.

Digital Lives 2018: A World of Digital ‘Everything’ through a Cultural Lens, a groundbreaking study by the trade group Culture Marketing Council: The Voice of Hispanic Marketing (CMC) reveals that culture drives digital behavior regarding how information is shared, how on-demand content is consumed, and which platforms are chosen, permeating outside of in-culture spaces and across non-Hispanic white, Hispanic and non-Hispanic African-American segments. Presence in cultural platforms, in-culture ads on mainstream sites and organic diversity in social media and video content are some of the critical strategies that resonate across all audiences and increase brand engagement.

Culture Marketing Council: The Voice of Hispanic Marketing, presents its newest deep-dive research study: 2018 Digital Lives, a World of Digital “Everything” Through a Cultural Lens. CMC research led by Nancy Tellet, Chair of CMC research and founder, brand & consumer navigator at PureClarity LLC, will uncover how digital is used to gather and provide information, socialize, consume and share entertainment.

Most organizations “waste” at least some time daily organizing and sharing digital data enabling their enterprises and marketing to function optimally, according to findings of the 2018 edition of PointSource’s annual “Digital Transformation Report.”

Each week, more Americans tune to AM/FM radio than any other platform. What’s more, according to Nielsen’s second-quarter 2017 Comparable Metrics Report, 93% of U.S. adults 18 and older listen to radio every week—more than those watching television or using a smartphone, TV-connected device, tablet or PC.

The bad news is that Madison Avenue values people at a rate that is considerably below minimum wage. The good news is that most people are okay with that.