Blog - (Archived)

Super Bowl Ads: Fun or Flat? Research Can Predict the Answer

February 6, 2017

Super bowl Sunday… many of us at Market Connections cannot wait for the ads. That’s because the ads are creative and funny, and focused on resonating with this large audience. With Super Bowl ads costing millions of dollars, ensuring the ad hits the mark is important. That’s why we believe ad and message testing should be a key part of the creative process. We had the opportunity to test a Superbowl ad for a key commercial client, and had a great time being part of the process. While the ad was a little different (and more light-hearted) than the subject matter we ... Read more

Top Innovator: Salesforce Opens Seattle Area Engineering & Innovation Hub

January 31, 2017

Not only is Salesforce creating new local jobs by opening one of its largest Engineering & Innovation Hubs, the company is committing to more than 7,500 total employee volunteer hours to Seattle-area nonprofits this year. In the coming months, Salesforce plans to double its workforce in Bellevue, WA to nearly 500, helping the company deliver new innovations to its more than 150,000 customers around the world. By tapping into the local talent pool in the Seattle area, Salesforce co-founder Parker Harris said the company can expand its world-class engineering team, accelerating the ability to create innovative products redefining the customer experience. The new ... Read more

How Can Research Help Your Messaging?

January 26, 2017

When an advertising campaign can potentially cost millions of dollars, it’s critical the message resonates with the audience. Research can help ensure a good return on marketing investment via ad, message, and new product testing. On Wednesday, February 8, 2017, Research Director, Dave Glantz, will lead the next in our Best Practices webinar series: “Using Research to Successfully Introduce New Products, Services, and Campaigns.” Here is a sneak peek of what to expect in Dave’s webinar. MC: Why is ad, message, and/or new product testing important? Dave: The way a company communicates with its audience can cast the product and the ... Read more

What Drives Your Audience to Take Action?

January 24, 2017

Imagine this: you need to convince a segment of the population to get their annual flu shots. What is the best way to do that? What is this population segment’s motivators and barriers to getting a flu shot? How do you overcome those barriers? The answer may be as simple as using specific language in a public service announcement, or it may be more complex — linked to access and costs. This is the type of question that drives our healthcare team, led by Research Director, Rosita Thomas. Market research can answer these questions. “Part of the reason I love research is because ... Read more

How are you targeting your prospects?

January 19, 2017

We have a question for you: Do you change your marketing tactics based on your audience’s age? For years in B2B or B2G marketing, our clients focused their efforts based on industry and job title. But is that enough anymore? Does a director with 30 years experience respond to the same messages as someone who has recently become a manager? Not necessarily. This is something to keep in mind as the workforce ages and our ability to gather data on exactly who your buyers are increases. For example, in the 8th Annual Federal Media and Marketing Study, we found that federal workers ... Read more

Trust Your Gut, But Verify with Market Research

January 17, 2017

Is a hunch a good enough reason to enter a new market or develop a new product? It is certainly a good place to start. But while there are examples of companies that have enjoyed wild success from launching a new offering because their gut told them it was right, that is not the norm. Often the opposite happens: a company feels it makes sense to enter a new market, or they know their clients really need a new product, so they spend millions of dollars developing the offering, only to have it fail. That doesn’t need to happen. Market assessment ... Read more

Message Testing Motivates Your Customers to Buy and Ensures ROI

January 12, 2017

To ensure the messaging in a communications plan hits the right customer pain points and the right tone, savvy corporations don’t rely on hunches. Rather, they prove the hunch is right before investing resources. They do this through message testing. This type of qualitative research usually takes the form of focus groups, in-depth phone interviews, and similar types of discussion. Real World Example When one of our commercial clients was planning a nationwide introduction of a new online information database, they wanted to ensure their advertising would yield a good ROI. After all, national advertising campaigns cost well into the millions, which is ... Read more

Top Innovator: At Cisco, creativity helps spark innovation

January 10, 2017

Marketing a tech product doesn’t have to be only about the technology. In fact, any technology solution is really about how it enhances people’s lives—whether by making a simple work function easier or connecting people across the globe. This is something Cisco Systems understands and the creative ways the company’s marketers work illustrates this. Cisco’s Alex Rosen is one example of a company innovator. She has an undergraduate degree in poetry and neuro-economics from Stanford and an MBA in Brand Strategy and Emerging Technology at UCLA. At Cisco, she leads a team in Global Marketing focused on sponsorships. Alex believes her ability ... Read more

How to Become a Thought Leader in 2017

January 5, 2017

Did you know that almost 60 percent of B2B customers make a buying decision BEFORE they ever contact a company to learn about products and services? How are they learning about what you can do to solve their problems if they aren’t meeting with your sales team? Becoming a thought leader and developing thought leadership content is a very important method to reach buyers as they educate themselves. Becoming a thought leader is such an important component of a robust marketing strategy that we have seen a surge in thought leadership studies. This is because the data that comes out of thought ... Read more

Three Reasons to Commission Market Research

January 3, 2017

Online research and inexpensive online survey tools make conducting market research so easy. So easy that companies wonder why they would ever need to commission custom research. We could write a book on the upside of commissioning market research. Honestly, though, whether to commission a custom study, do one in-house, or just rely on a study someone else has conducted comes down to your goals — what you need to know and how you are going to use that information. We have conducted research on virtually every topic you can imagine and we have learned there are three situations in which commissioning ... Read more


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