Hot off the presses, we are proud to announce that we are one of only five companies globally chosen as a finalist for the I-COM Data Startup Challenge, an awards program that showcases top companies that leverage value from Smart Data Marketing. See below for the complete press release.
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Some of our MSR community members can choose to earn rewards simply by sharing what they are doing on their phone. However, right now, those using an Android operating system have an advantage - Android settings allow people to share mobile activity, whereas iOS does not allow it due to integrated privacy settings. Our CMO Paul Neto writes more about this opportunity - and how willing people are to enable this kind of sharing - in his article for Business2Community called "Android Users, Your Operating System Can Actually Help You Earn Money Online."
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The market research industry has come to rely heavily on surveys to collect consumer insights, asking respondents to recall behaviors and explain sentiment via a questionnaire. This type of collected data can best give us a complete picture of an audience if it is combined with behavioral data, something which has been eluding researchers for years. Our vice president of sales, John McLaren, writes about the challenges and opportunities for uncovering this "holy grail" of consumer insights in his latest article for MarTech Series.
In the piece, called "The Elusive Holy Grail of Consumer Data Science and Intelligence," he first covers some of the traditional reasons that consumer behavioral data has been difficult to obtain. Some of these challenges include an unwillingness by the industry to pay respondents fairly for sharing this type of information, alongside low levels of consumer trust in the organizations collecting, or potentially collecting, their information. An added layer of complexity ensues when considering consumer privacy legislation and app security measures.
However, John maintains that the need for this type of data is not going to simply go away - in fact, it is becoming more important than ever. He writes that there is a course of action that can help: "In order for brands to achieve the insights they need for decision making, consumer needs must be put at the forefront." This means building a strong foundation of trust with respondents to encourage sharing, for one thing.
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Every week, we ask our MSR community a question that's on our minds - whether it be about important topics like diversity and privacy, or timely news topics like COVID-19 habits or thoughts about back-to-school. We publish the results of these weekly studies on our new Insights page. Need consumer data to support a project, article or presentation you're working on? Check the page for easy-to-follow stats from our latest studies, and let us know if there's a pressing question you'd like answered.
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Our in-depth exploration of the impact of trust principles on data quality for market research continues. While our white paper publishes the full results of our recent research-on-research, diving into how respondents behave in a trust-based environment, we give a high level overview of the findings in our latest piece for Research Live. In the article, called "Trust Principles Show Promise in Cleaning Up Data," our CMO Paul Neto explores how market research may be able to increase people’s trust in research and improve the quality of data.
First, he outlines existing distrust and other pervasive problems in the industry that are impacting data quality, including citing a recent Measure study on trust and privacy. "We found that 32% of respondents would refuse to participate when unsure about their level of trust with a survey provider, and 35% indicated they would provide limited information as a precaution." The conclusion is that trust does have an impact on results.
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We're teaming up with Women in Research (WIRe) for a discussion on trust and data quality in the market research industry. When we dug into our research-on-research on quality and wrote our white paper, "Is trust the solution to dirty data?", there were several findings that we wanted to share far and wide.
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Did you know that 85% of consumers are at least a little bit worried about their privacy online, with one in five (19%) citing that they are “very worried"? That's what we found in a recent survey across our network of MSR app users. Our CMO Paul Neto writes more about the research and its implications in a new article for Street Fight Magazine called "New Study Shows the Impact of Transparency on Consumer Trust."
In the piece, he writes about consumer concerns surrounding data privacy and what it means for companies who are seeking insights to make important business decisions. If people won't share information due to lack of trust, then these insights don't exist. Paul says: "Companies should build privacy practices, based on transparency and accountability, into their marketing strategies."
Because the market research and consumer insights industry is so close to the consumer, Paul maintains that it should be leading the way in building trust. "As consumer behaviors and engagement become more complicated, obtaining data and insights that show the whole picture is essential to guiding brands through a complex marketplace."
Quoting actual open-ended responses from our survey, Paul illustrates in the article which key principles need extra attention. Some of these included: clean, intuitive user experiences; being upfront and transparent about efforts to protect privacy; giving consumers control over their own data; and having direct access to human beings for customer service. All of these things ladder up to an increased focus on transparency, accountability and communications.
Paul concludes with: "It’s time to start proactively addressing consumer privacy concerns...Start with building trust through simple actions like better communication and user experiences. Bake consumer trust initiatives into your corporate strategy by investing in technology, creating formal KPIs, and educating your internal audiences and stakeholders about its importance."
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Well, we decided to find out. Check out the results of our latest research-on-research, where we explore how a trust-based ecosystem affects consumer behavior, and specific quality metrics. Our new white paper is now available - read the full news release below.
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News about TikTok, and a potential ban in the U.S., has been flooding our feeds these past few days. Now the conversation has shifted to which company might buy the popular social media platform so that its rapidly growing user base of 85 million (in the United States alone) can continue to post their dance moves on the app.
We wanted to find out how consumers were really feeling about the impacts on their privacy, and the potential ban. We asked a community of 2,300+ 18-35 year olds in the United States, Canada and the United Kingdom some pointed questions about their use of TikTok, and reactions to privacy concerns. Did you know that 51% of TikTok users who are concerned about privacy support Trump's possible ban? You can view more detailed results here.
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We think the answer to this question is a resounding Yes. We put our hypothesis to the test recently with an extensive research-on-research project that pitted traditional market research data collection methods against new technology that is grounded in specific trust principles. We examined consumer behaviours in both ecosystems, and have a detailed paper on the results coming out in a few weeks.