We have all had the experience of checking out at the grocery store, pharmacy, or bookstore, and having the cashier ask whether we are part of the store’s customer rewards program. If we answer “no,” the next question is, inevitably, whether we want to join. New data from an FGI Research study indicate that over three-quarters of consumers say “yes” to this second question: that’s how many respondents report that they hold some kind of customer loyalty card, whether or not they also use a store-issued credit card.

And it’s no wonder that so many do. More and more companies offer rewards for customer loyalty. Not only retail outlets but hotels, restaurants and airlines use rewards as a way of promoting business and retaining customers. There are even online applications, like SCVNGR, which encourage consumers to build their own rewards programs. The FGI Research study, based on sample from FGI SmartPanel^TM, assesses what it is about customer rewards that attracts consumers. The results illuminate why so many sign up for loyalty cards, notwithstanding concerns about privacy; and why they are nevertheless more reluctant to opt for alternatives, like store-issued (or “private-label”) credit cards.

Shoppers Want to Save
Knowing that 77% of shoppers hold some kind of loyalty card, FGI Research asked why they opted to sign up –and whether they were satisfied with the rewards that they received. Most shoppers (82%) say that rebates, discounts, and overall savings are the foremost advantages of having a loyalty card. The next advantage that users cite is being able to build up bonus points toward some kind of reward or discount, which 41% say is a perk. Meanwhile, 39% of those surveyed say they like being able to get personalized coupons, and 38% enjoy having access to special, members-only sales.

A full third of cardholders say they find no problems whatsoever with their membership, indicating a high level of satisfaction with rewards programs. Among those who have complaints, 64% wish only that they could get more rewards with their cards; the idea of a loyalty card, in itself, still attracts them.

Some aspects of rewards programs don’t register at all with users. Only 7% of respondents indicate that special treatment for members, like waiving the need for a receipt with returns, drew them to get a membership. Donation programs, which, for instance, automatically contribute a fraction of each sale to a charity of the user’s choice, excite a mere 8% of respondents. We can draw a variety of inferences from this body of data, the most important of which is that customers use loyalty cards most often for the savings, sales, and rewards from which they personally benefit. The biggest problem that customers have with loyalty cards is when they feel that these “rewards” are not forthcoming.

“What are the advantages of your customer loyalty card?”

Privacy Concerns a Roadblock
What about shoppers who opt out of customer rewards? Why do 14% of respondents report forgoing the opportunity to save money and enjoy other benefits?  Some say they don’t shop frequently enough at any store to make the card worth having (43%), and others opt out because the programs don’t yield enough rewards to justify signing up (33%).

By far, the most-cited concern is privacy: 9 in 10 non-adopters report reluctance to sign up for the cards due to concerns about information security. Whether they don’t want stores giving out their data to third-parties (39%), don’t like that stores can keep track of their buying habits to create customer profiles (27%), or simply don’t like to issue too much personal information (24%), shoppers who opt out do so in order to protect their privacy.  However, if they had a guarantee of privacy, two-thirds of respondents would be open to the idea of using loyalty cards.

Credit Card?  No Thanks.
While an increasing number of retail outlets are starting to offer store-issued, or private-label, credit cards (like the Target RedCard), consumers avoid them for the most part. Only 40% of those surveyed in the TrendTruth study identify themselves as holders of such cards. As with loyalty cards, security issues deter many customers from using store-issued credit cards. But even were privacy less of an issue, consumers would remain wary: just half of those surveyed said they might be open to using a store-issued credit card under more secure circumstances. That’s because privacy is not the only issue discouraging shoppers from adopting.

ABC News: Risks of Private-Label Credit Cards

Over two-fifths of shoppers say they stay away from store-issued credit cards because the interest rate is too high.  Others say the same about the annual fee (32%) and the financing percentage (31%). In short, many shoppers think the cost of maintaining a private-label credit card outweighs the benefits of having one. Loyalty cards may be more attractive simply because it’s free to sign up –and there are none of the dangers to users’ credit scores that store credit cards pose. In any case, a third of those surveyed say they don’t shop frequently enough at any store offering the service to justify opening a card.

Nevertheless, some shoppers have found the cards useful (as evinced by the forty percent who identify themselves as card-holders). Over half (56%) of these shoppers say they like the cards because of the discounts, savings and rebates that they offer. 46% appreciate having access to special members-only sales and events (46%), and 39% like that the cards have no annual or extra fees (39%). These users clearly think the benefits of having a card outweigh the risks and downsides.

Which Cards, Which Stores?
Private-label credit cards are most popular at department stores. Among those who carry store-issued cards, 62% report having gotten it from a department store. Meanwhile, only 24% got their card from a big-box retailer like Target.  When it comes to non-credit loyalty cards, supermarkets (88%) and pharmacies (59%) rank first and second, while bookstores (31%) come in third.

“For which types of stores do you hold customer loyalty cards?”

How Many Cards?
FGI Research asked how many cards survey respondents held. Almost all (92%) have more than one. Nearly a quarter (22%) have two rewards cards. One fifth (20%) carry three. Slightly fewer (18%) carry four. A handful (17%) report holding over 7 customer loyalty cards. Meanwhile, most (60%) of those who have opened private-label credit cards say they only have one or two such cards.

We identified some possible explanations for the handful of shoppers who hold 7+ rewards cards. It may be that those who enroll in customer loyalty programs fall into one of two groups: either they have cards for the few stores where they shop most often (i.e. their preferred grocer, pharmacy, and bookstore), or they simply have the habit of saying “yes” every time they are asked to join a loyalty program. Those who hold cards to correspond to stores where they shop regularly would not likely carry more than 2-3. Those who say yes to every offer of a rewards card would likely have more than 7. Deeper research could help correlate consumers’ behavior (how many cards they hold) with their motivations (why they sign up for cards in the first place).

Actionable Insights
The results of this study indicate that the vast majority of shoppers use some kind of rewards card, whether that be a free customer loyalty card or a store-issued credit card. Many of those who don’t carry the cards would be more willing to do so if certain conditions, like those surrounding privacy, changed.  Most shoppers remain wary of store-issued credit, largely due to high interest rates and other fees, but also due to dangers that such cards pose to their credit scores. For either type of card, some shoppers don’t adopt simply because they don’t shop frequently enough at any particular store to make signing up worthwhile. Targeted research and analysis could help businesses understand these non-adopters and secure their loyalty.

• Retailers interested in expanding their base of registered cardholders, whether for loyalty or store credit cards, should use an awareness and usage study fielded from their target demographic to understand whether and why their customers are using the cards –and, if they aren’t, why not.
• A survey of customers’ sentiments about each type of card could help retailers, and other businesses, seeking to start up a rewards program pinpoint the type of program that would best serve their objectives.
• Ongoing customer satisfaction tracking is indispensable to ensure that customers feel their rewards cards offer enough rewards and promise enough perceived benefits to warrant the effort it takes to sign up.

Next Steps You Can Take

• Learn more about the results of this study: complimentary access to the data in this report, including cross-tabulated results, is available upon request from FGI Research.
• Contact FGI Research: click here or call us at (919) 929-7759
• Explore FGI Research’s market research solutions, including custom panels, full service research, and our online sample (SmartPanel).
• Join FGI Research’s online panel to participate in future studies.

Survey Methods
Respondents: 400
Date of Survey: July 19-22, 2010
Sample Source: FGI SmartPanel

This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.

Online Communities Drive Deeper Insight
Our experts have spoken before about the benefits of online-community-based market research. Industry news sources report that more and more companies use communities to fill a need that focus groups once did, attracted to the comparative flexibility and cost-efficiency of the Internet. Certainly, the online community and the focus group have a good deal in common –but they are different in very important ways.

Like in a focus group, moderators can ensure that forum discussion in the community stays on-topic and addresses objectives. However, the online format gives community members more opportunity to speak candidly. This frees insights to emerge from the discussion in a way that feels organic and authentic. Online research communities bring to light ideas that other research methods can miss, and businesses, as a result, are able to capture richer data from the qualitative research they conduct.

Social Media Monitoring Captures Unscripted Feedback
Social media monitoring collects qualitative data, but it does so in a different format than the online community. Social media monitoring captures spontaneous online interactions that are not moderated, and hence it harnesses thoughts that consumers might not express as freely under controlled conditions. The social-media approach gives businesses new ways to understand and respond to consumer behaviour. Researchers found recently that Twitter is an accurate predictor of box-office profits. The popular micro-blogging site sheds light on other subjects, too –which is why FGI Research chose to include data from Twitter in its community solution. With social media monitoring attached to our community solution, we can create a more complete perspective of any research project.

What the Updates Include
The SmartPanel^TM community invites consumers to take surveys and participate in forum discussion in exchange for material incentives. The community portal features an online forum, quick surveys, and secure client- and user- access, among other features. Meanwhile, the new community solution offers the choice of whether to include, on the landing page, a module tracking forum discussion or a feed tracking buzz on popular social media sites.

Qualitative data from community-based research will help businesses refine existing quantitative studies, contextualize quantitative results, and define fresh business initiatives to better serve customers’ interests. For community members, the many features and opportunities to contribute to research make for a dynamic online experience. In short, the new community not only engages customers in online discourse, but it provides researchers with a larger volume of better data, for a better value.

More About SmartPanel^TM
The FGI SmartPanel^TM is one of the most respected online consumer panels in the industry. It is an engaging and interactive platform that invites users to take surveys, exchange ideas, and interact with other panelists in exchange for rewards like cash and prizes. Cash and prizes are delivered promptly, securely and directly into survey respondents’ PayPal accounts. In addition, SmartPanel^TM members are eligible to join the SmartPanel^TM Community. To join SmartPanel^TM, visit the SmartPanel^TM Gateway (http://ld.fgiresearch.com/fgireportbuilder/sp/gw/).

When you hear the words “online shopping,” you typically think of consumers buying items like books, clothing and electronics. “Groceries” probably does not appear on that list, but survey data from FGI Research suggests that perhaps it should.  A number of consumers are buying their milk and bananas online, whether they get their order shipped to them or pick it up in-store.

This reflects a broader trend in retail: the growth of online shopping, which has revolutionized the industry and the way people shop.   In 2007, the U.S. Census Bureau reported that e-commerce represented 44.6% of all retail sales, bringing in approximately $89 million.  The stage is set for growth in Internet retail, and consumers are making a habit of buying goods online. As the options for buying groceries expand, it follows that more consumers will make that purchase online too. But there are still some obstacles to adoption. Just who uses online ordering, and why, is one question that FGI’s study explored in depth.

CBS News Reports on Online Grocery Shopping

Big Spenders Likelier to Buy Online
While most consumers still do their shopping in a brick-and-mortar grocery store, online grocery services are attracting the most valuable customers in the market. Among the online shoppers who spend $500 or more per month on groceries, approximately one third buy all of their groceries online.  Although there are just a handful of them, the online grocery shoppers who buy 100% of their groceries online are those who spend $1,000 or more on groceries every month.  In other words, the most loyal online grocery shoppers are those with the highest grocery expenditures.

Even as online ordering catches on among customers who spend the most on groceries, those customers represent a small fraction of all shoppers. Most shoppers surveyed do not spend quite as much on groceries, especially online.  54% of respondents who order groceries online spend $200 or less per month on such services.  These results imply that online grocery-shopping is less a regular habit than an occasional indulgence, except among a small selection of shoppers. To make sense of this insight, FGI Research asked consumers to explain why they chose (or didn’t choose) to shop online for groceries.

Shoppers Motivated by Time, Convenience
Among those who bought groceries online with home delivery, most did so as a matter of convenience (65%) or to save time (58%).  A surprising number (36%) said they did it to save gas. Interestingly, men most often cited convenience as their motivation, whereas women cited saving time.  One inference that this could support is that men simply don’t like going to the grocery store, while women don’t have the time.

As for shoppers who ordered online with in-store pickup, about half (49%) said they wanted to save time, and  2 out of 5 appreciated the convenience. Meanwhile, 29% said that they wanted to ensure they purchased only what they needed –perhaps indicating that these customers felt the physical act of browsing the aisles encouraged them to make more impulse purchases.

“Why do you use online grocery shopping with home delivery?”

“Why do you use online grocery shopping with in-store pickup?”

Online Options Still Have Downsides
Notwithstanding the benefits of convenience and saving time, many cited cost as discouraging them from buying groceries online. Customers who had used online ordering with home delivery were most irritated by having to pay an extra fee for the services (61%).  They were also annoyed by mix-ups (31%), such as items that were missing or incorrect in the final delivery, and when stores did not offer desired items or have them in stock (29%).  Despite these downsides, most online shoppers (77%) had used the home delivery option at some point.

Fewer shoppers (46%) had used the in-store pickup option, but those who had expressed frustration about the extra fee as well: 4 in 10 said it was a downside of the service. Furthermore, 35% were frustrated by the fact that they “still [had] to drive to the grocery store,” which might render moot the convenience of having their order picked out and bagged when they got there. A quarter of those who used the service were irritated about the protracted process of getting into the store, sorting out their orders, and getting out. 1 in 4 also said mix-ups were a problem.

Why Not?
FGI Research asked non-online-grocery-shoppers why they chose not to use the service. The top reason, which 36% identified, was the desire not to lose the experience of going to the grocery store and browsing the aisles. Some customers (35%) said their grocery store did not offer online ordering, and they did not want to have to switch stores in order to get the service. Finally, 1 in 3 said the extra fee was too high.

With all of these factors to discourage them, as many as a third of those who never shopped online for groceries said that, no matter what, nothing could make them start.  The other two-thirds indicated that they might be likelier to try the service for a lower fee (36%), if they received tangible incentives such as freebies and discounts (34%), or if their grocery store started to offer the service (33%).

“What would it take to make you start using online grocery shopping services?”

Actionable Insights
The results of this study indicate that some consumers are starting to use online grocery shopping services, and that those who do not might be willing to try if certain circumstances changed.  Namely, if more grocery stores offered online services, and if the fee for the services decreased, more customers would be likely to use them.  As of this study, those who spend the most on groceries are likeliest to use online ordering. More research would lend insight into how to target non-users, including those with a modest grocery budget, and make the service more appealing to them. Some steps that grocers could take to capitalize on the online trend include:

• For stores that do not offer online ordering, fielding a concept test to see how customers would respond to such an offering.
• For stores that do offer the service but seek to expand or alter it, using an awareness/usage study to find out whether customers are aware of – and if they are, whether they use – online grocery-ordering.
• For stores that offer online ordering but have identified concerns about mix-ups, long waits, high fees, or other shortcomings, implementing a study on customer satisfaction to find ways of improving their performance. A focus group, whether online or in-person, would offer more detailed insight into what the service’s strengths and weaknesses are, and how the company could alter its offering to better meet customer needs.

Next Steps You Can Take

• Learn more about the results of this study: complimentary access to the data in this report, including cross-tabulated results, is available upon request from FGI Research.
• Contact FGI Research: click here or call us at (919) 929-7759
• Explore FGI Research’s market research solutions, including custom panels, full service research, and our online sample (SmartPanel).
• Join FGI Research’s online panel to participate in future studies.

Survey Methods
Respondents: 203
Date of Survey: June 21-30, 2010
Sample Source: FGI SmartPanel

As companies worldwide endeavor to rebrand themselves as “environmentally friendly,” and stories about “going green” pervade the news, the cultural emphasis on sustainable living is becoming indisputable. Wal-Mart has announced an initiative to make its outlets “greener” by 2015. Other companies are capitalizing on the green trend by using clean energy sources in their production processes, creating eco-friendly products (like Clorox GreenWorks), or incorporating recycled materials in their designs. In a new study, FGI Research focuses on the question of saving energy from the consumer’s perspective. In it, we find that 9 in 10 respondents think reducing home energy consumption is “somewhat” or “very important.”

“If you take steps to reduce your electricity usage, for what reasons do you do so?”

Using FGI’s online panel, SmartPanel^TM, we asked U.S. consumers whether they took conscious steps to reduce energy consumption and, if so, what their motivations were. The vast majority (93%) of those who responded said they took steps to save energy at home. As their impetus, many cited concerns about the environment and the economy. FGI Research delved deeper, asking about the ways that respondents saved energy and how they felt about technologies like the smart grid, which increase efficiency. Are customers willing to give up control over some aspects of energy consumption to “go green” and “save green”?

Consumers Take Action to Save Energy
One of the most widely-recognized ways of saving energy is by purchasing appliances that bear the EnergyStar label. This label means the product meets EPA efficiency standards. Other ways of saving energy include turning off lights, using appliances at certain times, investing in home improvements, and using energy-conscious climate control. The FGI Research study asked which of these steps respondents took.

The most common way consumers save energy is by turning off lights upon leaving a room (95%), followed by using compact fluorescent bulbs (88%). Consumers also cut energy costs by keeping the thermostat at a reasonable temperature (88%) and wearing seasonable clothing to reduce the need for air conditioning or heating (78%). About three-fourths (74%) of those surveyed unplugged appliances and chargers when not using them. Slightly fewer people reported using appliances during off-peak hours (69%) and investing in home improvements to improve insulation (63%).

Smart Grid: the Provider Steps In
These energy-saving tactics are all consumer-driven. But the advent of smart-grid technology creates the opportunity to reduce energy expenses and consumption even more. Smart grid achieves this through collaboration among manufacturers, consumers and electric utilties. Specifically, energy providers have greater control over how and when power is used. The smart grid relies on two-way digital communication to monitor all electricity-use within a network. It may or may not incorporate smart meters or other devices that let customers see how much energy they use in their own homes.

Customers receive incentives, such as paying lower rates, when they take steps to save energy like operating appliances at “off-peak” (lower-demand) hours –for instance, running the dishwasher late at night. Some smart grids allow a provider to link appliances to a network and turn them on or off remotely to suit these hours. Although this option takes control out of the user’s hands, it reduces the utilities bill at the end of the month and offers benefits to the system overall. These benefits include more accurate and timely monitoring, quicker service response, reduced risk of black- and brownouts, reduced pollution, and reduced need for additional power plants. Boulder, Colorado is an example of a smart-grid-enabled city (the first “Smart City”) already reaping such benefits.

Consumers Attracted to Economic, Environmental Pluses
FGI Research asked residential customers whether they knew what a smart grid was, whether they were attached to one or would be open to trying it. An overwhelming majority (96%) said they were either using one already or would use one, given the option. Nine out of ten respondents said the smart grid would save them money. Eight out of ten said the technology would save electricity.  Roughly two-fifths (43%) said that ceding some control to their utilities provider would actually reduce stress, since it would save them money and energy with minimal effort on their part.

Smart Grids or Not-So-Smart Grids?
Notwithstanding overwhelming support for the smart grid’s benefits, many worry about the disadvantages. 62% of consumers say they hesitate to have someone else decide when they can or cannot run appliances. Two out of five (41%) were particularly worried about having a loud appliance turn on in the middle of the night. About half (48%) expressed anxiety about technical difficulties or glitches in the system. Nevertheless, benefits of the smart grid appeared to outweigh the pitfalls. A mere 4% of respondents indicated they would not be open to trying the technology.

“In your opinion, which of the following are disadvantages of Smart Grid/Smart Meter?”

Actionable Insights
The results of this FGI Research study illuminate several clear insights. First, customers want to save energy for economic as well as environmental reasons. Second, many are already taking individual steps to do so. Finally, most favor the idea of a smart grid, if they are not already attached to one, even if some see downsides to implementing the technology. Energy providers can benefit from this information in several ways, if they have the information and the opportunity to act.

1. Providers can field an awareness/usage study to put in perspective their customers’ level of understanding of smart grids and, where necessary, take steps to educate them. Adequate education may lessen customers’ concerns about problems they see with grid updates.
2. Providers should undergo research to find out how their customers feel about smart grids and smart meters. Surveys can indicate the overall level of support for network updates, while online focus groups and communities can bring up subjective concerns of individual customers. New concepts and price points can be accurately evaluated.
3. As always, providers should engage in ongoing research to monitor customer satisfaction and respond with actions that make sense from a customer-service standpoint.

Next Steps You Can Take

• Learn more about the results of this study: complimentary access to the data in this report, including cross-tabulated results, is available upon request from FGI Research.
• Contact FGI Research: click here or call us at (919) 929-7759.
• Explore FGI Research’s market research solutions, including custom panels, full service research, and our online sample (SmartPanel).
• Join FGI Research’s online panel to participate in future studies.

Survey Methods
Respondents: 131
Date of Survey: May 25-June 1, 2010
Sample Source: FGI SmartPanel

This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.

The focus group (online or in person) is a tried-and-true method for gleaning qualitative insight from a subset of your target audience.  One of the most attractive benefits of the focus group is the presence of a trained moderator, who can direct and manage conversations so as to target specific questions. The answers to these questions can produce valuable insights that drive marketing decisions and fuel additional quantitative research, both of which ramp up business performance.

But what are your options when you need qualitative reactions from a larger group of people?  Or if you’re not exactly sure what your focus should be?   What if you don’t even know what issues you need to address?  How do you reach your target audience and get them talking freely about what they like, what they don’t like, and what they’d like to see in the future?

For many companies, the answer to this dilemma is to develop an online community. In an online community, your customers can interact not only with a moderator, who sets the ball rolling on precise exercises, but also with each other.  This produces dual benefits. First, it lets researchers drill down on specific issues. Second, it provides ample opportunity for community members to raise new topics that may not previously have been considered priorities.  Keeping these communities invitation-only allows researchers and their clients a way to interact with customers within the proverbial “walled garden.”

FGI’s suite of community products offers additional twists on the private online research community: the opportunity to run topic-driven sessions for short periods of time to deal with a specific set of concerns, or to run the community as a permanent website that is always available to members.  The short-term session is an excellent method both for defining the parameters of an upcoming quantitative study and for identifying future research paths to be explored. Long-term communities, meanwhile, let customers bring up concerns as they arise, allowing businesses to monitor subjective feedback in real time. Each type of online community has specific advantages that respond to different needs. Whether your intent is to keep a constant eye on customer satisfaction or to gauge their opinion on a time-sensitive decision, FGI can help you build a community to satisfy your objectives.

Heather Woodward
Director, Online Research
FGI Research

To learn more about online communities with FGI Research, contact one of our representatives. You can also join FGI’s own SmartCommunity, our proprietary online community where SmartPanel panelists contribute to independent qualitative research and offer their views on the latest trends.

Most media leaders concur that print media is floundering. Trends in technology, communication and markets reflect that fact (Steve Jobs just ushered in the next wave of online content readers with Apple’s iPad). An entire genre of journalism seems to have emerged just to cover the decline, not only in print but online. According to the New York Times, sixty-two percent of journalists think the Internet has forever altered their profession’s principles, eroding the standards of good journalism and the relevance of print publications alike. Still, new data from FGI Research indicates that print may yet have an audience. While 67% of consumers surveyed say they see a decline in the use of print versus other types of media to stay informed, 74% say they “would not prefer that online publications eventually replace print publications completely.”

Subscriptions to and circulation of print media first began to drop in the 1920’s, when print started competing with radio for audience. The rise of television put a bigger dent in newspaper market share and ad revenue. But high-speed Internet has by far been the biggest threat to traditional print media, since online publishers offer content in a variety of formats that are not only easy to access but, for the most part, free. FGI Research asked consumers to tell us where they get their information, what they think about the decline of print media and whether they would be willing to pay for online subscriptions.

Rupert Murdoch comments on the rapid change in communication technologies.

Where News Comes From
Notwithstanding the rash of stories about how online sources threaten print, FGI’s data show that 1 in 3 (33%) consumers still use print publications “most often” to stay in-the-know, compared to 28% who use online content most often. 39% use both equally often.

“Which of the following sources do you rely on for information?”

Meanwhile, two thirds (69%) of respondents say they “use online publications to supplement print publications,” while 20% say they rely solely on online sources for information. 11% say they never use online sources. These results indicate that, while consumers may turn to online content for some information, they have not abandoned print altogether. Indeed, some do not even use online sources. It follows that traditional media still has a market. In fact, a little over half of consumers (52%) said they purchased print sources from newsstands and stores, compared to 48% who did not.

Consumers Still Read Some Print
This begs the question: what kinds of print media do readers use? In terms of subscribers, local newspapers and national magazines are the most popular, with 52% of consumers saying they subscribe to local newspapers and 46% saying they subscribe to at least one national magazine. Some print sources clearly are not experiencing the same losses as others. However, other print sources are in big trouble.

“What kinds of print media do you subscribe to and pay for?”

National Newspapers, Local Magazines Lag
According to the graph above, only 10% of consumers surveyed subscribe to a national newspaper. 11% say they subscribe to at least one local magazine. Meanwhile, 29% say they neither subscribe to nor pay for any kind of print media, though that does not guarantee that those consumers use online sources instead (they may simply not look at the news at all). Even so, the data suggests that some print sources have been hit harder than others.

Online Subscription Fees Not the Solution
Most readers use both online and print sources for information. Two thirds use online content to supplement print. This is partly the reason why print newspapers are worried about declining readership. Consumer opinion suggests they are becoming less relevant –and that they do not provide everything consumers want to read. Declining ad revenues and profits exacerbate newspapers’ anxiety.

At the same time, subscription fees are not attractive to media consumers. National newspapers like the New York Times, Washington Post, and Los Angeles Times, whose print readership has declined, but whose online content is king, have considered charging an online subscriber fee to stay afloat. But FGI Research’s data show they would have some convincing to do: 70% of consumers say they are unwilling to pay a fee for online content. Indeed, part of the attraction of online content –at least until now –has been the fact that it costs nothing.

The Search for the Perfect Subscriber Fee
Even if they had to pay to read, the vast majority of consumers (87%) say they “should be charged less than what [they] pay for print publications,” because of perceived lower production costs. Since “publishers aren’t spending money on paper/printing,” readers believe they should not have to pay a price reflective of those costs. Only 10% think they should pay “as much as” they pay for print subscriptions because they consider the services “comparable.” The remaining 3% think they should pay “more than what [they] pay for print publications” because of the wider array of information available. For the most part, consumers are opposed to the idea of paying for online content. This puts today’s print media in a bind. How can they satisfy all of their readers while generating enough revenue to turn a profit and satisfy shareholders?

Actionable Insights
Declines in subscription, circulation and other performance measures have given today’s print media plenty of reasons to worry. However, FGI Research’s study indicates that they may still have an audience. As for how to respond to readers who have migrated online, while consumers may balk at the idea of a subscriber fee, some may sign on at the right price (less than what they pay for print). Overall, this data gives the print media industry some hope for the future –if they act now. How should publishers respond?

1. Conduct research to find out what demographics use which sources, and organize content accordingly. Target your content and publications for the right audiences.
2. Using qualitative as well as quantitative data, find out the ideal price of an online subscriber fee. Begin testing now.
3. Use qualitative data to find out what draws readers to one publication over another, and respond to those data to maximize readership no matter where you publish. Use qualitative data to fuel future quantitative studies.

Next Steps You Can Take

• Learn more about the results of this study: complimentary access to the data in this report, including cross-tabulated results, is available upon request from FGI Research.
• Contact FGI Research: click here or call us at (919) 929-7759.
• Explore FGI Research’s market research solutions, including custom panels, full service research, and our online sample (SmartPanel).
• Join FGI Research’s online panel to participate in future studies.

Survey Methods
Respondents: 300
Date of Survey: April 7th-14th, 2010
Sample Source: FGI SmartPanel

This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.

In the last five years, custom panels have brought tremendous benefits to market research teams across multiple industries. More recently, online communities have started to replace traditional qualitative methods like in-person focus groups. At FGI Research, we help many of the country’s leading utilities draw maximum benefit from custom panels and online communities alike. Every utility client sees promising results as it adopts these up-and-coming market research methods. Below is a summary of key benefits that utilities are generating:

#1 –Savings: Market research is a major expense for electric and gas utilities. Their core studies often include customer satisfaction trackers, concept and ad testing, and saturation studies. Altogether, the cost for these studies can eclipse a million dollars or more per year. Properly implemented, custom panels and online communities can help a utility’s MR department shave off 20-40% of these research costs. Even when trackers require multi-modal designs, the cost savings from using custom panels and online data-collection are huge.

#2 –Quality: Utilities dramatically improve the quality of their market research when they conduct studies from their own custom panel, for several reasons. First, a custom panel with FGI provides a private source of sample that we recruit from the utility’s customer file and use exclusively for their research. Second, FGI Research stresses the importance of appending in-house data such as segmentation scores and customer usage information to a utility’s custom online panel. Commercial online sample sources simply cannot match the depth, quality and reliability of data that such a well-constructed and -managed panel provides. Finally, a utility’s online community (especially when it incorporates both qualitative and quantitative elements) yields data and insights that go far beyond the results generated by traditional focus groups.

#3 –Speed and Flexibility: Custom panels and online communities combine to form a ready and reliable platform for any number of real-time market research applications. For utilities, this means that studies launch quickly and field efficiently. In most cases, FGI’s utility clients can conduct multiple studies in the time it used to take to complete just one. They can much more rapidly determine the feasibility of a proposed study and design an approach that will meet their analytical, budget and timing requirements.

Custom panels and online communities help gas and electric utilities generate better, faster and more cost-effective market research for their internal clients, which in turn helps them satisfy those clients more effectively. Even better, new insights from innovative research methods fuel superior decision-making across the board, so a utility can see gains in its overall performance.

David Wilson
CEO
FGI Research

Popular association with poor quality and “looking cheap” have often kept store brands (private label products) from enjoying broad acceptance and sustained market share. There is even a lingering perception among some consumers that “store brands” equate to “generics,” an antiquated association to be sure. Yet store brands also have a universal reputation for saving consumers money. Data from a recent FGI study shows that 97% of US consumers believe “store brands cost less than national brands.”

Our findings suggest that consumers are poised to expand their purchases of store brands. Not only do a third of those surveyed buy more store brands than they did a year ago, but 1 in 4 plans to increase his or her store brand purchases in the future. As this CBS report reveals, even brand loyalists are open to switching to store brands, especially when the perceived quality is as good as, or better than, the national brand.

A Massive Market is at Stake
Of the $500 billion dollars that United States consumers spend yearly across all categories, store brands claim only 17% ($84 billion), but that share is growing –and national brands large and small have felt the shift. Store brand sales have even seen gains in categories that national manufacturers used to consider “safe,” like baby food, feminine hygiene, health and beauty products, household cleaning goods, and oral care, among others. The change is less surprising when you look at other markets around the world. In Western Europe, for instance, the market share of store brands is 2-3 times larger than that of national brands. As American consumers’ habits start to mirror this tendency, American companies are responding: Target plans to add another 100 products to their “UP & UP” brand in 2010.

Store Brand Quality Catches Up
FGI Research asked US consumers how they view the quality of store brands vs. name brands. Specifically, we asked how much they agreed with this statement: “The quality of store-brand products is just as good as name brand products.” A full two thirds (65%) of consumers said they “strongly agree” or “agreed somewhat.” Furthermore, four out of five (79%) consumers strongly agree or agree somewhat that “store-brand products are an excellent value for the money.”

“Store Brands are Just as High-Quality as Name Brands”

These data suggest strong consumer confidence in store brands on questions of quality and value. On the whole, consumers view store-brand products as comparable in quality to name brands. Given the 97% who believe store brands are less expensive than name brands, and the more than 60% who believe store-brand products give them a good value for the price, it follows that switching from name brand to store brand may be one way consumers can save money without sacrificing quality. But how many will actually make the switch? FGI answered that question with some data about purchasing habits.

Store Brand Purchases Pick Up
Over a third (35%) of consumers said they were buying more store brands than a year ago. Asked to project their purchasing habits for the next year, 25% said they plan to increase their consumption of store brands. These results support industry predictions that store brand growth will be 13% annually. Should the US growth rate reach half of these levels, store brands could capture another $5 billion per year in consumer spending. This is a healthy “trial” statistic; retaining that share of wallet will ultimately depend on consistency of store brands’ competitive quality and pricing.

Grocery Store Brands Fare Best
FGI Research asked a few specific questions about store-brand food products (groceries). Up to 79% of consumers believed store-brand food products were “just as nutritious as name brands.” A larger percentage (83%) was willing to serve store-brand food products to family members. Meanwhile, 63% of consumers said they were “extremely likely” or “somewhat likely” to buy store-brand food products compared to national brands, while only 15%  said they were “extremely unlikely” or  “somewhat unlikely.”

“Thinking Only of Food Products, How Likely are You to Buy Store-Brand?”

Store Brands Gain Traction Across Categories
Store brands consumers were most likely to buy included food, household goods, and “general merchandise” (a broad category that encompassed seasonal items, school supplies, automotive needs, etc). Hair care products, over-the-counter drugs and baby care also fared well. Consumers were less likely to spend on store-brand apparel and home goods like appliances.

“In which of the following categories do you purchase store-brand products?”

Actionable Insights
This FGI Research study demonstrates growing consumer confidence in the quality, price and value of store-brand products, confidence which translates into higher consumption of store brands. Consumers are likelier to purchase store-brand food, household items, general merchandise, and health and beauty (less so home goods and apparel). So, what are some key actions to consider based on these findings?

1. Retailers and manufacturers should continue to invest in store-brand offerings. These products usually bring higher margins for retailers and significant gains are possible with the proper research, product development and marketing.
2. Some store brands’ packaging might need improvement. High quality, professional packaging and attractive pricing will drive sales.
3. National brands must stay abreast of consumer preferences and behaviors, especially as regards leading store-brand offerings. Further erosion of their market share is likely without aggressive research, product development and real differentiation, and marketing.
4. Private label manufacturers must remain aware of quality concerns to maintain their strong performance relative to national brands and even enhance their competitive edge. This means robust marketing and packaging research and conscientious response to consumer preferences.

Next Steps You Can Take

Survey Methods
Respondents: 367
Date of Survey: February 26th-28th, 2010
Sample Source: FGI SmartPanel

This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.

The Super Bowl is an American tradition, a broadcast phenomenon, and an advertising bonanza. With 106 million pairs of eyes on the screen, the potential to reach consumers is huge. No wonder companies will shell out millions of dollars for thirty seconds of airtime. Nearly as much money goes into making the ads themselves. An entire culture has arisen around ranking ads according to how funny, exciting, or appealing they are. Those who win –win big. Those who fall short face big losses. During this annual affair, the pressure’s on to make a splash with the most memorable, effective, and best-liked ad. If you don’t, you could be out several million dollars. But what qualifies as a good ad? FGI’s SmartPanel gave us some ideas.

Most Likeable Ads
We looked at ten different ad concepts and asked how effective they were, which were most memorable, and which consumers liked the most (or least). Our panelists said they “liked” or “strongly liked” spots from the following sponsors:

By this account, HomeAway, CareerBuilder.Com and Google lost out: fewer than 35% of respondents liked or strongly liked their ads. But being likeable is not the same as being impactful. We also asked which ads had the greatest influence on intent to purchase. As it turns out, the commercials consumers liked weren’t necessarily the ones that made them go out and shop.

Snickers and Doritos Scored a Touchdown
Doritos and Snickers saw some wins. 39% of respondents said they were likely or very likely to purchase products from Doritos after viewing the Super Bowl ad.

Intent to Buy: Doritos

Meanwhile, 36% of respondents said they would be likely or very likely to buy a Snickers bar after watching the Betty White ad that made so many chuckle.

Intent to Buy: Snickers

Some Ads Missed the Mark
Bud Light and Volkswagen did not see the same benefits in terms of intent to purchase, notwithstanding how funny the Bud Light ads were, or how endearing the VW “punchbuggy” concept. Only 17% of respondents were “likely” or “very likely” to buy a Volkswagen after viewing the Super Bowl ad. 24% said they would want to buy a product from Bud Light, compared to 42% who described themselves as “not likely” or “not very likely.” These figures may affect decisions companies make about advertising in the future. They suggest that what’s cute or funny, even when viewers like it, may not always be what convinces them to buy. Moreover, not everyone may use the product advertised to begin with.

Failure to Recall
The SmartPanel study uncovered another blind spot in Super Bowl advertising: whereas viewers remembered some ad concepts better than others, they often failed to link concept to sponsor. One of the more memorable ads was CareerBuilder’s “Casual Friday,” which exactly half of viewers could remember. When asked, however, 56% said they couldn’t recall which brand the ad endorsed. The ad was also one of the least-liked, and only 22% of those surveyed said they were “likely” or “very likely” to use CareerBuilder’s services –as opposed to 38% who were “not” or “not very” likely.

Coca-Cola experienced similar problems. Whereas 46% could remember an ad concept that involved “The Simpsons,” only 25% could remember the ad belonged to Coke –compared to 65% who could not. Coca-Cola also saw losses, although not quite as significant, in intent to buy: 35% “not likely” or “not very likely” compared to 32% “likely” or “very likely” to purchase.

On the other hand, 79% of all surveyed said they could remember an ad involving “Betty White playing football”; this made it the most memorable ad of all. What’s more, 41% could remember the ad belonged to Snickers, versus 41% who could not. That ad was also a favorite among viewers, and Snickers saw the most positive results in terms of intent to buy. In this case, having a memorable ad had definite benefits for Snickers.

Viral Impact
Much as viewers enjoyed the Snickers ad, they still didn’t watch it on YouTube after the game. To get a sense of each ad’s viral impact, we asked viewers how likely they would be to look up ad concepts on that site after the fact. 26% reported they would be “likely” or “very likely” to look up the Betty White ad online, compared to 54% who would not.

Viral Impact: Snickers

Actionable Insights
Overall, our data indicate that the success of an ad depends on more than one variable. Just being memorable, visually stimulating, funny, or likeable is not enough. The ideal Super Bowl ad is all of these things and more. It captures the viewer’s attention, enhances the brand, reminds the viewer who is advertising, and leaves a lasting impression. To accomplish these objectives, companies should test every detail of creative copy, recall, impact, brand fidelity, and investigate the potential for viral sharing. The foremost research methods are imperative to this process. Even then, there’s a certain je ne sais quoi that makes the most dazzling ads so dazzling. A mix of intuition and targeted research is the key to finding that magic mix of elements.

Next Steps You Can Take

Survey Methods
Date of Study: 2/18/2010
Total Responders: 227
Sample Source: FGI SmartPanel

From the Brick…
In 1984, Motorola unveiled the first cellular phone: nicknamed “the brick,” it weighed two pounds, offered a half-hour of talk time per battery charge and sold for $3,995. In twenty-six years, mobile technology has transformed at warp speed. Not only are most devices the size of matchbooks, but phones are inexpensive and readily available. Some boast a battery life of up to a week, and features like games, unlimited texts, and Internet are standard. Through texting, many companies have found a new avenue for marketing to consumers. Some users have even started to shop online –with their phones. FGI turned to SmartPanel to get insight in this trend.

… to the Boutique
Among those surveyed, 59.67% reported that their phones had Internet, whereas 40.33% did not. When we drilled down the data by provider, the percentage of customers with Internet sometimes jumped as high as 75.9% (with Sprint) or 70.9% (with AT&T).¹ Across the board, customers believed the Internet connection on their phones was secure. When asked if they felt safe using mobile Internet to make a purchase, 87.93% answered “yes.” Customers’ overall faith in the web that they accessed through their phones may help explain the purchasing habits of those who used the technology to shop.

However, not as many customers were shopping online with their phones as their level of comfort might portend. As many as 67.6% of respondents said they did not use their phones for online purchases. Even among mobile customers who had Internet, the number of respondents who shopped online through their phones was relatively low. Nevertheless, the 32.4% of users who said they did shop online were making purchases in a range of categories.

What they Bought
Most (81.03%) were buying apps for their smartphones. Yet respondents also purchased other products, including electronics, clothes, shoes and accessories, books, food, and household items. Some said they also looked up information about what cars to buy. The industries that dominated were fashion, books, electronics and food. All of this data begs the question: who is the customer here?

Who’s Buying
The majority of those who shopped with their phones, up to 67.2%, were male. 32.8% were female. When women did use their phones to make purchases, they spent most of their money on household goods or on clothes, shoes and accessories. Men, meanwhile, spent a fair penny on food, books and electronics.

A breakdown in terms of income revealed even more about these mobile shoppers. Nearly two-fifths were in an income bracket between $75k and $100k. One fifth was in the bracket of $100k or more. A little over 30% made between $20,000 and $75,000 a year.

What they Spent
No matter who was shopping, customers tended to use their phones for small purchases: 43.1% of those surveyed said they spent less than $50 per month, and 24.14% reported that they spent between $51 and $100. A few said that they spent as much as $200-$300 on purchases through their phones. Among these, most were spending money on food (33.3%), automotive goods (30.0%), or clothes and accessories (27.8%).

Actionable Insights
Ultimately, the diversity of purchases that customers made through their phones –buying not just apps but tangible goods and services –indicates that this trend should influence how companies adapt their marketing plans to respond to mobile technology. By finding out what customers shop online, which ones use their phones to shop online, and what they buy, multiple industries can move towards marketing efforts aimed at this demographic. The way to gain an edge in the emerging mobile market is by using top-notch research methods. One thing is for sure: both mobile Internet and online shopping are here to stay. As the former becomes more ubiquitous, the tendency to use phones for online purchases could increase, or at least stay steady. Further research would reveal even more insight into this possibility.

Next Steps You Can Take

Survey Methods
Date of Study: 2/5/2010
Total Responders: 300
Sample Source: FGI SmartPanel

1. We wanted to know what mobile providers respondents relied on and what features were on their phones. We found that the leading providers were Verizon and AT&T, while T-Mobile and Sprint claimed a smaller –though substantial –share of the market.

Michael Mauboussin, in his new book, Think Twice, advocates for a more measured approach to making certain decisions. He argues that we can put too much stock in our personal intuition and experience… and not enough in rigorous, fact-based, contemplative methods. Specifically, he calls us to engage the “wisdom of crowds,” which in the marketing research world means online communities and social media mining; statistical models, such as regression, conjoint, and MaxDiff; and best practices of data collection, which includes online surveys, custom online panels, RDD telephone data collection, and more.

Mauboussin believes that the Blink model is best left for use in predictable environments, where results from prior/similar decisions are well-known, and where we can see an obvious cause-and-effect relationship. While our gut instincts may be useful in such situations, Think Twice suggests that we more often find ourselves in situations that are totally new, where cause-and-effect models are not immediately obvious. As Mauboussin succinctly puts it: “Intuition is losing relevance in an increasingly complex world … more is different.”

So, who is right: my gut or my research? In these videos, the authors speak for themselves.

In my view, both Gladwell and Mauboussin make compelling cases for their views. Instant decision-making can serve us well in the right situations. When we’ve “seen this movie before,” we should confidently decide, act and move on. We can thump our chests and declare: “He who hesitates is lost.”

On the other hand, we must also acknowledge that we live in a complex and rapidly changing world. I have seen too many costly mistakes made because companies failed to invest in marketing research. They failed to seek the opinions and insights of the very customers whom they were in business to serve.

In order to successfully navigate this world, to choose correctly when we face our toughest decisions, we should take full advantage of the powerful marketing research tools and methods that are now at our disposal. We can use custom online panels, social media mining, online communities, quantitative models, prediction markets, and other advanced methods to inform our choices. During these times, we’ll turn to the data, while calmly reminding those around us that: “Fools rush in where angels fear to tread.” Some days we’ll blink and others we’ll think twice. The trick is to know when to rush in and when to hesitate. Do you have an instant opinion about the issue…or to you need to conduct some more research?

David W. Wilson
CEO
FGI Research

We’ve all seen eye-popping statistics about the growth of social media. They read like this…

• “If MySpace was a country, it would be the 5^th largest in the world.”
• “In 2006 there were 2.7 billion Google searches per month; today, there are 31 billion.”
• “The first commercial text message was sent in December of 1992, now the number of text messages sent every day exceeds the population of the planet.”

And the list goes on. To be sure, there is a tremendous amount of online activity, but does it reach your target market, and more importantly, does it influence them? In our latest TrendTruth, FGI Research set out to determine the current reach and influence of social media’s newest star, Twitter.

Twitter: an Introduction
Twitter is a simple social networking channel whereby members can “Tweet” about themselves, and tune in to other Tweets using any device that can access the Internet. Twitter is making its mark on the Internet this year, boasting just over 5 million members. However, recent media studies indicate that Twitter’s audience retention rate currently lags behind Facebook and MySpace. So, while Twitter’s long term audience size is unclear, FGI Research sought out to understand a few critical things about today’s Twitter audience. Among other things, we asked of Twitter users the following: 1) who do you follow, and 2) do they influence you? Our research yielded several compelling findings.

How Consumers Use Twitter
Among Twitter users, over 80% actively follow other people. The majority of people they follow are friends, family members and celebrities. However, a significant number of Twitter users also follow businesses (38%), other organizations (23%) and political figures (29%). If these trends hold during Twitter’s audience growth phase, Twitter may become a table-stakes communications channel for businesses and other organizations to reach their target markets. But will this channel influence their target markets?

How Does Twitter Influence Purchases
Among Twitter users who follow other people and organizations, the channel does appear to have an emerging, albeit not overwhelming influence on their opinions and purchase decisions. Below are the top two box (high influence and very high influence) percentages for several important categories:

• 26% are influenced in their selection of restaurants
• 23% are influenced in their purchase of electronics
• 20% are influenced in their political opinions
• 17% are influenced in their purchase of household goods
• 16% are influenced in their purchase of groceries
• 16% are influenced in their purchase of clothing
• 14% are influenced in their purchase of automobiles

Who Uses Twitter?
Of course, every business and organization is different with respect to their products, services and target audiences. Some industries must implement Twitter initiatives more quickly than others. When determining if your audience is right for Twitter, a simple first step should be a demographic analysis of Twitter users. The chart below provides a breakout of Twitter users by age, income, and gender.

Actionable Insights
As with any area of research, the “Twitter question” has the potential to spark a lot more debate and will no doubt inspire further inquiries. As for what you can do with this data right now, try to keep in mind the audience that is already on Twitter. Shape your marketing efforts to reflect that knowledge. And when you want to learn more about who your followers are, what they want to know, and how you can target their needs, turn to robust and innovative research techniques: online survey data, social media monitoring, and human research experts who will uncover the real meaning of all that data.

Next Steps You Can Take

Survey Methods
Date of Study: 12/21/2009
Total Responders: 276
Sample Source: FGI SmartPanel

Client Adaptability: Across the board in 2009, FGI Research clients demonstrated an uncanny ability to stay close to their markets and customers, to spot the differences between short-term trends and long term shifts, and to quickly change their strategies to optimize performance under a new set of rules. FGI Research clients invested even more in marketing research solutions in order to gain new advantages during a time of unprecedented change and uncertainty. Steady, savvy and aggressive clients anchored our FGI Research success in 2009.

Marketing Research Innovation: Economies, consumer behaviors and media habits are not the only areas undergoing massive change: the marketing research industry is being revolutionized. Marketing research solutions are changing and improving at rates never seen before in the history of the industry. At FGI Research, demand for some of our newer solutions is fueling much of our growth. These solutions include custom panels, online communities, and social media mining. These solutions are unlocking tremendous benefits for our clients across all industry and all research/business applications.

Marketing Science: Even with the buzz that comes from the newer marketing research solutions, best practice marketing science is a pillar of our success at FGI Research. Ultimately, the business of marketing research requires professionals to properly process, analyze and interpret the data we collect and the observations we make. So, while innovation is key to our success, so to is FGI Research’s insistence on using best practice marketing science to drive the insights and recommendations that ultimately lead to better client decisions and performance. Marketing science had a major impact on FGI Research success in 2009.

So, these are three of the most important success drivers for FGI Research in 2009. Before I wrap up, I would be remiss without tipping my hat to the incredibly dedicated team of professionals at FGI Research. In the end, the character and commitment of our employees is what makes our client projects successful. Their teamwork, attention to detail and quality, and positive approach to every task are the things that underpin our success. Let me close by thanking our loyal clients, talented employees, and dedicated partners for a great 2009 at FGI Research. Let’s do it again in 2010!

David W. Wilson
CEO
FGI Research

When FGI Research asked women what they thought the most effective message in advertising geared toward them was, the results were quite clear.  33.67% of respondents thought that the most effective advertising showed that the “product or service will save them time and/or money”, and 23.91% thought that “showing the usefulness of the product or service” was the most influencing.  Surprisingly, only 9.43% of respondents thought that “showing how the product or service will benefit their family” would send the most enticing message, and the two least appealing campaigns showed how a product or service would “make life easier” and portrayed the product or service as having “high quality and value”.

Advertisers would be wise to use humor to get through to women, but not at the expense of men.  43.8% of women said that ads that are funny appeals to them most, but only 2.4% of women showed interest in ads that “make fun of men”.  In addition, women were attracted to ads that “empower women” and “trigger an emotional response”; while only a minuscule number of women thought that a “sexy” ad would get their attention.

Actionable Insights
What can we learn from this study? Above all, that men and women respond to different kinds of advertising. Reaching women effectively requires a whole other body of research, preferably one that reflects targeted sampling and comprehensive survey data. Holistic research, customized to fit the requirements of a given situation, can inform our understanding as marketers and help us respond to women’s desires as consumers. The difference between an ad campaign that falls short and one that hits the mark with women can be found in the opinions of women themselves, accessed through the most robust research techniques.

Next Steps You Can Take

Survey Methods
Date of Study: 11/11/2009
Total Responders: 297
Sample Source: FGI SmartPanel

1) Go West (or South) Young Man: Jobs (and therefore, people) are quickly migrating South and West: Lower taxes and fewer unions continue to encourage economic growth in the South and West. Conversely, regulations in many northern states, such as New York, are less favorable for businesses. Compounding the problem (or the opportunity for the South and West) is the fact that entire families, not just the younger workers, are moving. MR questions: How does this shift effect the consumption of your products and services? Should you test new concepts that will play better in the South and West? Should you refine the allocation of your media spend and/or the messaging behind your marketing?

2) Multi-Cultural Nation: While white non-Hispanics still comprise two thirds of the US’s 300 million people, it is the slowest growing segment at only 2%. The Hispanic population has grown over 40% since 2000 which makes it the largest minority group in the US at 50 million people (or 16%). MR questions: Do you really understand Hispanic consumer preferences as they relate to your products and services? Really? Many people give it lip service but fail to really invest in understanding this population. Do your customer satisfaction and awareness and usage studies delve deeply into Hispanic preferences?

3) Women on the Move: In a 2009 report, the Census Bureau revealed that more women had graduated college than men for the first time in US history. While the deep recession in male-dominated industries like construction and manufacturing has contributed to this shift, the increased role of women in the economic engine is a trend that’s likely to continue (see a related blog post here about women and their increased earning and purchasing power). MR questions: Are you looking at women through an outdated lens? Does your research fully understand the unique preferences of the all-powerful female consumer?

4) Power to Pops: It is forecasted that there will be 70 million grandparents by 2010. That’s a massive increase when you consider there were just 47 million in 1990. In effect, the number of grandparents in the US grew five times faster than the overall population. More importantly, grandparents are living with their children, helping with unmarried mothers (their daughters), and making spending decisions for the household. The bottom line is this: American consumers who are 50+ years old now “control the vast majority of assets and show the most economic growth.” As a result, marketing research and advertising budgets should shift accordingly, from the current allocation of 10% on that demographic to as much as 40%. MR questions: How well do you market to the grandparent demographic? Does your marketing research properly account for the grandparent demographic? How can you improve your questionnaire design, sampling and analytics in order to better understand this critical segment of the US population?

5) Christmas Spending Cheer: The Ad Age report forecasts “a small but encouraging spike in consumer spending” for this Christmas season. Furthermore it predicts, as do many other economists, that the recession in real estate will end in the spring (and construction in the summer). States likely to see the earliest turnaround include Texas and Florida, owing mainly to their relatively young populations and healthy industries. MR questions: How can you tweak your pricing and messaging to gain the most from this modest spike, without compromising the equity of your brand? Is there pent up demand for your products and services that poised to release once the psychological savings thresholds are achieved? If so, what are those thresholds and how can you ready your offerings and messaging to take full advantage of a resurgent US consumer?

David Wilson
CEO
FGI Research

While some may question the accuracy of online research due to sample bias and the risks from “professional responders,” there’s no doubt that this tool has become a much quicker way to initially evaluate the marketplace and consumer reaction compared to the traditional methods alone.  But, some skeptics have a valid point in that online research alone isn’t always the best answer.  Better solutions can often be found by combining online surveys with online communities, social media mining, online focus groups and even telephone interviewing.

Ashton Smith
Social Media Intern
FGI Research

Advanced Research Methods Lend Insight into Demographics
We polled a significant number of respondents who were nationally representative in terms of their demographics using our tested method, known as iGAGE.  Our study showed that 10.3% of married couples, with at least one working partner, were in long distance relationships.  Of these, 70.83% said that the separation was due to the U.S. economy.  Interestingly, respondents over the age of 30 were much more open to the idea of a long distance relationship than those ages 21-29.  Of those who said that they’d be willing to live apart, 86.4% were over age 30.  Exploring this further, we discovered that the majority (62.2%) of respondents would only be willing to maintain this type of relationship for less than 3 years.  Finally, although 50% women said that they would live in a long distance relationship for ‘as long as necessary’ only 19.6% of men agreed.

How Couples Communicate
Finally, FGI Research discovered some interesting ways in which couples keep their lines of communication open during separation.  Social media has emerged as a viable way for married couples to keep up with each other.  Our survey showed that 52.2% of these married couples use social media to keep in touch with their spouse.  The most popular site for communication for this purpose is Facebook (40.4%), followed by MySpace (23.4%) and Twitter (8.5%).  Surprisingly 72.3% of these social media users are between ages 30-54.  This is an unexpected shift in usage by age for media outlets that were once almost exclusively dominated by the 18-24 year old group one year ago.

Actionable Insights
How will demographic changes like this affect the market? If consumers experience instability in their interpersonal relationships, it could influence their purchasing habits in any number of ways: increased travel, increased use of social media (as our research found), changes in how they prepare or buy meals, living situations, lifestyles, and so on. To stay abreast of trends like these, companies should research not just what consumers buy but why they buy –the lifestyles behind the purchasing habits, the everyday realities that impact how, where, and what people buy. Advanced research methods like custom online panels can help businesses understand these things, as can, more importantly, online communities where customers can share spontaneous insights about their daily lives. Combined with surveys on standard topics like packaging, brand, and advertising, research into customers’ daily habits and life situations can make for a more effective business model.

Next Steps You Can Take

Survey Methods
Date of Study: 10/07/2010
Total Responders: 233
Sample Source:FGI SmartPanel

Where Aid Comes From
Of those who responded, 83.92% said they had qualified and used Financial Aid.  Respondents were asked to share all forms of financial aid that they received for their education.  The majority of this aid came from Stafford Loans (76.98%), followed by Perkins Loans (36.51%) and then private loans (29.37%). While most respondents were female, the gender distribution of those seeking financial aid were mostly equal. Moreover, respondents receiving financial aid were diverse ethnically and in terms of age, making it apparent that this trend has affected multiple demographics since the country’s economic downturn.

Consumers Turn to Social Media
The subject of student loans has also hit social media outlets.  Facebook has seen a rash of groups, notes, and blogs to discuss the issue of financial aid. 34% of students got their information from the popular social-networking site. Respondents also cited YouTube as a source for information about student loans. 23% of those surveyed said they had used YouTube to inform their decisions about financial aid.  And it’s not just students using social media to discuss the issues surrounding Financial Aid.  In June 2009, Congresswoman Nancy Pelosi posted a note on Facebook with information to make students aware of the many benefits available to help them manage their student loans. Again, we see the rising role of social media not just in campaigns but in the daily act of governing.

The Loans Linger
Approximately half of our respondents are still paying off student loans. Not surprisingly, 82% of them reported that the debt affects their standard of living.  65% reported changes in their spending habits with regards to leisure activities, food and household purchases; 40% said loans have prevented travel; and 32% said they have postponed major milestones such as marriage, starting a family, or purchasing a house. If the economic downturn persists, the question remains as to how to reap the benefits of higher education without incurring the risk of overwhelming debt from student loans.

Actionable Insights
Given that students said they had changed their purchasing habits to cope with debt, studies like these have very real implications for many industries. Young adults are a demographic with considerable sway in the market. If many of them are cutting back on discretionary spending to cope with student loans, it helps to know what will attract their business. The way to find out is through advanced research methods. Social media monitoring is especially pertinent in this case, since so many young people are using tools like Facebook, YouTube, MySpace, and now Twitter. Yet online survey data can always lend deeper insight into consumer trends. Robust research can help any business cope with this and other symptoms of economic downturn.

Next Steps You Can Take

Survey Methods
Date of Study: 9/22/2009
Total Responders: 143
Sample Source: FGI SmartPanel

As market researchers, the onus is on us to help our clients find new and creative ways to get answers to their business problems, without sacrificing the best practices that make those answers actionable.  This could mean combining multiple modes of data collection to ensure we reach our target population where they “live” (web, phone, mail, mobile), finding new environments for clients to interact with their customer base (custom panels, communities, social networks) or investigating new technologies to get at information that might not be revealed using traditional research methods (social media monitoring).  The world is changing faster than ever before – we all need to be ready to move with the times.

Heather Woodward
Director, Online Research
FGI Research

This social media site also creates an excellent new source of customer feedback that can be combined with traditional methods such as focus groups or surveys.  New tools such as Tweetdeck now allow companies to follow competitors, track key words, or determine consumer opinion concerning their brand or product.  Our clients who have begun monitoring social media sites prior to product launches have gained great insight into consumer reaction, competitor response and the marketing tactics that should be used.   With Twitter expected to have close to 50 million users by the end of the year, it’s important to employ expert advice in social media mining and web monitoring.

Ashton Smith
Social Media Intern
FGI Research

Not today.

If you’re not being discussed online, something’s up.  Whether it’s about your latest product, recently published research report, or company, or if it’s positive, neutral, or negative feedback you want to have your fair share of the social media pie.  If people are talking about you online then that means you can directly tap into what your customers (and potential customers) are saying about you – with no censorship.

This easy access to your customers’ opinions gives you an opportunity that businesses a generation ago didn’t have – the ability to respond almost immediately to questions, concerns, and responses to your business.  Whether the feedback is positive or negative you can respond accordingly and quickly.

So how do you dive into the social media pool?  Create accounts for your business – make a Facebook page, a Twitter account, Youtube videos, etc. and start publishing information about your business.  Invite clients and other business in your industries to be part of your networks.  Maintain dialogues (not monologues) with those people in your networks.  Respond quickly, succinctly, and efficiently to their feedback.

In the world of social media, no news is bad news – start a conversation today!

Emily Varney
Social Media Intern
FGI Research

Economic Downturn Causes Uptick in DIY
Of people who do DIY projects regularly, 28% report doing more DIY projects now than they did 12 months ago. The frequency of people doing DIY projects is not only increasing because of the educational opportunities on the internet, but also because of the downturn in the economy.  In fact, 33% of DIYers said that they do more DIY projects specifically because of the down economy.  Furthermore, 58% of people who do DIY regularly said that part of their motivation is expense.

Gendered Motivations
Our analysts also looked at differences in DIY preferences by gender.  The majority of respondents who did ‘light DIY’ projects were women (69%); as opposed to those who said they do ‘medium and heavy’ levels of DIY, who were overwhelmingly male.  Furthermore, women had performed only 1-2 DIY projects in the past 12 months. Most men reported doing 3-5 or more in the same time. The reasons why people chose to do DIY projects also differed by gender.  25% of those who said that ‘completing DIY projects gives me a sense of satisfaction’ were male.  Of those who said their main motivation was expense, or that they ‘enjoy learning how to do DIY projects,’ most were women.

Actionable Insights
It is important to note the differences in appeal to both men and women when thinking about the DIY market.  The main motivation behind a woman’s purchase of DIY products may be to save money or learn a new skill; a male consumer may simply be motivated by the sense of satisfaction he gets with a job well done.  This could influence how a business markets to each demographic. Research into the differences in gender demographics, using targeted sampling and specific survey questions, can help inform marketing plans to each gender.

Next Steps You Can Take

Survey Methods
Date of Study: 8/24/2009
Total Responders: 259
Sample Source: FGI SmartPanel

• They will spend more for goods and services of higher quality (65% food, 57% clothing, 56% facial skin care)
• They demand products that deliver: time savings, fulfilling experiences, and emotional benefits
• They give examples of brands that consistently meet their needs: Coach, Crème de la Mer, Adidas, Apple and Nike

Our advice: keep your research sharply focused on the wants and needs of women as they related to your specific products and services. Otherwise, you may find yourself on the outside looking in on the very people who control the majority of every dollar that is spent.

David Wilson
CEO
FGI Research

Traditionally, surveys are designed to present price options on a basic scale, without methodological regard to the order in which the price deltas are presented to the respondents.  In this survey, a random half of the respondents were presented the pricing variation choices from low-to-high (i.e. 30% less to 30% more), and the other half were presented the price variations in the opposite order (30% more to 30% less).

Data from the “low-to-high” respondents skewed toward paying less for the product, while data from the “high to low” respondents skewed toward paying more for the products.  The same number said “about the same” in both cases; “about the same” was the midpoint of each scale. This finding reflects  a classic example of order bias.

Dino Fire
Customer Relationship Manager
FGI Research

Google Trends: “Cash for Clunkers” is “Volcanic”
“Cash for Clunkers,” for those who are unfamiliar, is a government stimulus program that promises incentivies to trade in an inefficient “clunker” for a new, more fuel-efficient vehicle. News about and discussions involving this term have had a huge impact on social media. FGI Research noticed an enormous spike in blog traffic surrounding the subject, and Google Trends rated the term “Cash for Clunkers” as “Volcanic,” meaning it earned the top spot on their most-frequently-searched list.  Although this trend is spreading rapidly on the internet, the question for automakers is:  Is this social media trend really “volcanic” for all consumers, or do demographics make a difference?

Demographics: Look Who’s Talking
FGI Research turned to SmartPanel panelists to uncover who, exactly, was behind the demonstrated interest in “Cash for Clunkers.” We asked those surveyed if they were aware of the program. 82% of respondents said that they had heard of it, but we discovered that awareness depended on demographic factors; for example, 70% of Hispanics said they had heard of this program, as opposed to 84% for non-Hispanics.  There was also a significant drop in the awareness of people ages 31-34 (57%) when compared to the average respondent awareness (87%). Those between 35-44 and over 65 demonstrated the highest awareness of the program. More research into social media use by these demographic groups could reveal if they are also responsible for the spike in Internet traffic of the subject.

Who Will Use the Program?
The study also included questions about who might benefit from “Cash for Clunkers.” Our results suggest that the future looks brighter for the auto industry.  Only 12% of respondents said that they had bought a car in the past six months, but 23% said that they planned to buy a car in the next six months.  Of respondents who had not bought a car in the past six months, and had not heard of “Cash for Clunkers” before taking the survey, 17% said that they were more likely to buy a new car after learning of the program.  It’s easy to see what a tremendous impact this government program has on the American consumer in terms of new car purchases. The chart below illustrates consumer sentiment on the subject of “Cash for Clunkers.”

Actionable Insights
We can take a number of insights away from this research. First, social media has demonstrated a powerful influence on consumer awareness of a subject, and a powerful ability to reflect consumer interest in that subject. People get information from social media, and they also express their views through social media, which means there are opportunities to use social media for marketing as well as research into marketing. FGI’s independent study suggests that “Cash for Clunkers” has great potential to positively impact auto purchases this year, yet only if all demographic groups are aware of it. Depending on who uses social media, companies could use it as a tool to reach every demographic effectively, inform them of the program, and so benefit from online marketing. More research into the demographics of social media use could further support those efforts.

Next Steps You Can Take

Survey Methods
Date of Study: 7/31/2009
Total Responders: 295
Sample Source: FGI SmartPanel

In our experience, custom panels and other marketing research tools are maximized when experts are in the trenches helping clients put them to use. Many companies experience frustration and failure when they put too much faith in tools alone to power their research. For example, custom panels are powerful tools, but only when best practice sampling methods are applied. Without proper sampling, custom panel studies may yield the desired number of completed surveys, but with data that is totally unreliable for downstream decision making.

Similarly, social media mining is a powerful, must-have research tool. However, unless key social media trends are properly validated using proven quantitative methods, errant conclusions can be drawn and huge mistakes can be made by decision makers. The point is this: the proliferation of marketing research tools and methods puts an even greater premium on the need for expert help execute all the critical details and make it all work.

David Wilson
CEO
FGI Research

When innovative new research methods and tools are used, you must insist on the highest levels of quality control and the use of best practices at every step in the process. Custom panels, online communities, social media mining, “quali-quant” methods and other innovative approaches must all be used with proven processes and the steady hands of research experts. Here’s the good news: when innovation meets best practices, the result is cutting edge market research solutions that you can trust for your most important decisions.

David Wilson
CEO
FGI Research

• 156,000,000 The average number of Tweets per year on Twitter
• 200,000,000 The number of active Facebook users
• 133,000,000 The number of active blogs
• 346,000,000 The number of people who read blogs

As I think we can all agree, today’s market research toolbox must include some type of social media monitoring solution, including sentiment mining and the ability to quantitatively validate key social media trends.

David Wilson
CEO
FGI Research

Customers are comfortable meeting in online communities to share their thoughts and ideas. Unlike quantitative studies, participants are free to share ideas and insights that go beyond the highly structured questionnaires used in online surveys. Unlike traditional focus groups (in person or online), participants have more freedom to express their opinions without being dominated by groupthink or strong personalities.

Used correctly, and smartly integrated with other methods, private online communities can unlock needs, ideas and insights that simply are not possible via traditional means (quant or qual) and even newer methods such as social media mining. As a result, online communities deserve to have a prominent seat at the market research table.

David Wilson
CEO
FGI Research

In many respects, the custom panel should form the foundation of today’s market research. It provides a trusted source of sample that can be readily tapped to unlock critical opinions and ideas. The custom panel can be enriched with transactional data, segmentation scores and other behavioral and attitudinal information. Unlike third party sample sources, custom panels give companies immediate access to the voice of their customers.

Once established, the custom panel serves as a trusted platform from which to launch a host of compelling research methods, including quantitative surveys, quick polls, online communities and focus groups, trackers and social media validation studies. For companies with active market research efforts and a sufficient number of customers, custom panels have quickly become a must-have solution.

David Wilson
CEO
FGI Research

The technology drivers include Internet communications, custom panel tools, community platforms, and new survey methods. In turn, customers are rapidly adopting new methods of communicating with each other and the companies they trust for goods and services.

New technologies and customer behaviors have formed the perfect recipe for a revolution in market research. Going forward, market research must fully embrace these new technologies and behaviors in order to continuously understand and appropriately serve today’s customers.

Custom online panels are fueling the market research revolution and FGI Research is a recognized pioneer and leader in custom panel technology and managed services.

But panels are only the tip of the revolution. As more and more consumers flock to the Internet to communicate, learn and share ideas, market research is expanding into online communities and social media mining. These are rich new sources of valuable and real-time market intelligence that are unlike anything we’ve seen before in the market research industry.

Companies that fail to embrace these new tools and methods (custom panels, online communities, and social media mining) will quickly find themselves out of touch with customers and their broader target markets. Let’s briefly consider the case for each new market research tool.

David Wilson
CEO
FGI Research

In the midst of these multiple layers of continuous change, you must use every means possible to stay connected with your customers. In order to keep pace, you quickly move beyond the status quo of market research. At the same time, you must keep pace with such rapid flux in customer thinking, As you will see below, this includes the use of both new and traditional channels and methods. And, it includes both passive listening and active collaboration with your customers.

So here’s our strong advice and point-of-view about the future of successful market research: 1) embrace the new innovations today, 2) blend the new and the traditional, and 3) don’t go it alone.

David Wilson
CEO
FGI Research

Consumer Opinion on Social Media
FGI Research has concluded that 51% of Americans believe that Social Media sites, like Twitter, affect the news. National news networks like CNN or FOX news use Twitter regularly to report how the country feels about different topics. Social media is an interactive forum that makes it quick and easy to generate immediate feedback. It is a quick, convenient barometer for the media to interpret the sentiment of a large sample of Americans. What’s more, it is another outlet for media to publicize their content. 29% of all respondents said that they use social media sites, like Twitter, to follow the news; and of those, 46% said that they find the same amount or more news on social media sites than they did last year.

The News Also Impacts Social Media
It’s not a stretch to say that the increased attention in the national news has boosted Twitter’s membership. According to our study, Twitter is growing: 17% of respondents, who are not currently users, say that they plan on creating an account within the next 6 months. This means that, according to our data, Twitter is growing faster than MySpace, YouTube, FriendFeed, LinkedIn, and Flicker. In fact, microblogging is becoming a breakout form for reaching large audiences in an inexpensive way to make updates in real time.

Actionable Insights
What does the relationship between social media and news mean for businesses? As we said, social media offers a quick, free and easy way to reach out to consumers for marketing. It also offers a barometer of consumer opinion. Using advanced research methods and mining tools, companies can trawl social media for insight into consumer opinions –opinions they might not readily share in a survey or even an online community. It is vital to not only talk to consumers through social media but to listen to what they are saying in order to create more effective business and marketing strategies. Social media won’t just have an impact on the news. It will impact the entire market.

Next Steps You Can Take

Survey Methods
Date of Study: 6/29/2009
Total Responders: 315
Sample Source:FGI SmartPanel

How Marketing Impacts Brand Awareness
Our independent study asked consumers about their awareness of smartphone brands and whether they had purchased, or intended to purchase, such a phone. Over 90% of all respondents said that they were familiar with the iPhone brand. In fact, of all people who had purchased a smartphone in the last six months, 24% bought an iPhone.

Apple’s social-media marketing has been especially effective for reaching their ideal audience. The company has a strong presence on the web, including but not limited to personal networking sites like Facebook and Myspace, blogs, and YouTube, where they post tutorial videos. Young professionals, with a taste for new technology, respond well to this kind of corporate communication. With targeted marketing efforts like this, it’s easy to see why Apple is dominating the SmartPhone market in just over two years after releasing their first phone.

Who’s Buying?
The younger set and people with higher income have higher brand awareness when it comes to the iPhone. For respondents between the ages of 18-24 and ages 25-44, awareness is near 94%, whereas for respondents in the age group 45-65+, awareness drops to 87%. In the past 6 months, respondents ages 23-44 purchased three times as many more iPhones than the 45-65+ age group. Likewise, respondents who earn less than 50k have an 87% awareness of the iPhone brand, as opposed to 93% awareness from those who earn more. Respondents who earn more than 50k have purchased 2.5 times the number of iPhones in the past six months than those who earn less.

Actionable Insights
Apple is a case study for effective social-media marketing. The company has seen enormous success in its use of YouTube, Facebook, blogging and microblogging to reach consumers. Yet their success suggests that some companies may have more of an inherent edge in online marketing than others. If your target demographic is young, tech-savvy professionals, they are likely to be on all of the social media sites to begin with; reaching them through those sites is hence second-nature. But for those whose customers are less into online networking, sites like Facebook might not be as meaningful as marketing outlets.

The way to know where your customers spend time is through rigorous market research. Find out where your customers spend time. Ask! They will tell you. A more innovative method is social-media monitoring, which will not only tell you if your customers are talking about you on social media (thereby revealing if it is an effective place to market), but also what they say. Either or both technique will accomplish the desired goal, but no matter what approach you take, you should start asking these questions. The sooner you know if you should be on social media, the faster you can begin to establish your presence.

Next Steps You Can Take

Survey Methods
Date of Study: 6/18/2009
Total Responders: 345
Sample Source: FGI SmartPanel

Seniors Express Worry
In an effort to gauge the level of concern the average American has about his or her retirement, FGI Research conducted an independent survey entitled, “Consumers in Crisis.” The survey was designed to identify and measure how American consumers are reacting to changes in the economy. We asked respondents, with demographic qualities that reflect the 2000 census data, for their opinions. A clear majority of the seniors we contacted voiced concerns about their financial futures. In fact, the study revealed that 56% of seniors (aged 65+) are worried about having enough money on which to retire. As noted in the 60 Minutes report, “Many [seniors] fear they will never get to retire.”

All Demographics Feel the Pinch
Seniors today aren’t the only ones interpreting ill omens. When asked about their personal finances, half of all respondents said that their financial situation has “gotten worse than it was a year ago.” So, what is the answer for those Americans who are struggling to weather the financial storm? 63% of those surveyed are resolved to save more money in the next twelve months. Reflecting recent events, 53% believe that a government-insured savings account is the safest place for their investments, highlighting perceptions of economic instability. Indeed, the public is worried and looking for a safe investment. Companies competing for business in today’s economy would do well to address this issue in an effort to reassure consumers. Establishing, or in some cases, re-establishing, trust is a significant step along the path toward brighter futures.

Actionable Insights
The economic recession has obvious effects, on multiple levels, for anyone involved in business. Marketing must be oriented to express sensitivity to economic instability while still convincing consumers to buy. Pricing must shift to reflect tighter budgets for everyone. Internal restructuring will help companies save money, too. Where and how consumers save, invest their money, or spend money, all impact purchasing decisions and have real implications for those attempting to reach those consumers. The best way to survive the recession is with targeted research to follow the trends. Using survey data supported by the most advanced research methods, companies will have the know-how and resources to help them get through tough times along with everyone else.

Next Steps You Can Take

Survey Methods
Date of Study: 5/11/2009
Total Responders: 1402
Sample Source: FGI SmartPanel