The Evolution of B2C Consumer Segmentation in the Digital Age
GreenBook | Charting the Future of Market Research
by Ed Lorenzini
6M ago
Consumer segmentation has evolved from traditional demographic methods to more advanced techniques in the digital age, driven by vast data availability. This evolution allows a deeper understanding of consumers, considering their behavior, lifestyle, and values. Traditional demographic-based segmentation, focusing on age, gender, income, and location, provides only a superficial view and overlooks individual behaviors, diversity within groups, and the need for personalization. It also fails to account for the complexities of decision-making, changing consumer behavior, and variations within d ..read more
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Rethinking Entrepreneurship for Mental Well-Being with Neil Seeman
GreenBook | Charting the Future of Market Research
by Natalie Pusch
6M ago
Struggling to maintain your mental equilibrium in the fast-paced world of entrepreneurship? In this episode, we’re joined by Neil Seeman, author of Accelerated Minds, to delve into the crucial connection between mental health and entrepreneurship. Neil emphasizes the significance of establishing a supportive community with like-minded peers. He shares insights into techniques such as journaling and cognitive behavioral therapy to help you maintain your mental well-being. Neil’s vision calls for a shift in the prevailing narrative of entrepreneurship, emphasizing long-term goals and societal ..read more
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The Heart of the Matter: Driving Brand Love
GreenBook | Charting the Future of Market Research
by Anurag Porwal
6M ago
In a world that is obsessed with Artificial Intelligence, Machine Learning, Natural Language processing, where do good old branding fundamentals sit? Are we paying enough attention to Brand Love? It’s a simple topic that is seasonally overused in presentations but often less understood in the marketing world. Most marketeers today run brand tracks and measure the statement ‘is a brand I love’… but the question they must ask themselves is, how many are really trying to make the brand the most lovable brand? That’s what marketing should focus on…beyond AI and methodologies. Let’ start with a s ..read more
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GreenBook Future List Spotlight: Israel Coleman
GreenBook | Charting the Future of Market Research
by Karen Lynch
6M ago
Editor’s Note: The following interview features a GreenBook Future List honoree, Israel Coleman. The GreenBook Future List recognizes leadership, professional growth, personal integrity, passion, and excellence in the next generation of consumer insights and marketing professionals within the first 10 years of their careers. Introducing Israel Coleman of GLG Israel is the ultimate connector and always prioritizes mental health and wellness for her team and for the industry at large. She’s a fantastic icon for a more collaborative and supportive industry of the future. She’s a fierce advo ..read more
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Unintended Consequences of Reversing Roe v Wade
GreenBook | Charting the Future of Market Research
by Karen Lynch
6M ago
Editor’s Note: In the fall of 2022, GreenBook’s IIEX Health event took place in Philadelphia, bringing both useful and inspiration content to insights and analytics professionals spanning the healthcare, pharmaceutical, medical, and wellness industries. Attendees found the content so valuable that we wanted to make much of it available to all who could not attend this in-person event. Don’t forget to sign up for the upcoming IIEX Health event now! If you aren’t in those industries … how might you apply the learning within your own? At GreenBook, we believe that IIEX is mor ..read more
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The New 5 O’clock Calm Down: The Rise of Mocktails and Mood-Balancing Beverages
GreenBook | Charting the Future of Market Research
by Andrea Parsons
6M ago
In our fast-paced world, our daily rituals often revolve around our morning cup of coffee to rev up, and a relaxing 5 o’clock libation to wind down. However, as the health and wellness movement continue to gain momentum, we are witnessing a surge in functional beverages and zero proof options that aim to replace our indulgent choices without sacrificing taste, ambiance, and that precious emotional pause button. Related Marketers, Stay in Your Lane These innovative products are designed to not only fit seamlessly into our daily routines but also enhance our emotional and physical well-being. I ..read more
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The Power of Emotional Needs in Consumer Purchases: Insights from Two Studies
GreenBook | Charting the Future of Market Research
by Anne Beall
6M ago
Abstract In two studies conducted in 2023, we analyzed the emotional needs influencing over 2,000 consumers’ buying decisions. The study revealed that an impressive 86% of consumers’ buying choices were shaped by an average of ten emotional needs. These needs ranged from personal desires to bolster their self-worth to motivations to influence how others perceive them. When products met these emotional needs, consumers displayed higher brand loyalty and satisfaction. Notably, a distinct consumer group, termed “Emotional Fulfillment Seekers,” emerged, indicating a paradigm shift in consumer beha ..read more
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Marketing Ecosystems: Uncovering Natural Parallels with Erin Sowell
GreenBook | Charting the Future of Market Research
by Natalie Pusch
6M ago
What do you know about the fascinating world of marketing ecology? In this episode, we’re excited to welcome Erin Sowell, a 2023 Greenbook Future List honoree, as she delves into the captivating world of marketing ecology and its profound implications for the realm of insights. Erin explores the essential qualities of leadership that foster a flourishing environment, emphasizing curiosity, bravery, empathy, inclusivity, and inspiration. Throughout our conversation, Erin offers valuable perspectives on distinguishing between disruption and disturbance within the marketing landscape. We also e ..read more
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The Right Approach to Designing & Conducting Online Surveys
GreenBook | Charting the Future of Market Research
by Sanjay Tiwari
6M ago
Online and offline surveys represent not just two different mediums of conducting market research but often also two different methodologies of administering questionnaires and collecting data in research. Unlike offline surveys, online surveys are mostly devoid of human interaction and are faceless, automated surveys which are self-administered and self-filled by respondents themselves on a digital screen remotely. Accordingly, the right orientation to conducting online surveys is to approach and design them directly and not in reference to offline surveys. In designing and conducting online ..read more
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Latin America in the Age of AI: Embracing Innovation with Paolo Miscia
GreenBook | Charting the Future of Market Research
by Isabela Sangiorgi
6M ago
To continue our series on the artificial intelligence landscape in Latin America, as described by local experts, Ana Vanegas at Echo Market Research sat down with Paolo Miscia to discuss the current and future implications of AI in the region and in the world. Paolo is a legacy industry expert based in Bogotá, Colombia, with over 30 years of experience working in and understanding the intersection of marketing, technology, media, and research. Paolo’s history with this industry is unique in the sense that, over the course of his career, he has worked in 5 different countries, giving him an in ..read more
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