Is big data* changing the need for focus groups?

Recent articles suggest that there is so much information being gathered about customers and spending and everything else you can think of, that the need to do traditional market research is starting to fall by the wayside.  Data will give you all the information you need to predict consumer actions.  As I noted in my recent post about consumers using Amazon and other sources to comparative shop for price and quality, features and benefits, big data still reports historically on what consumers have done, therefore, you are looking backwards to predict the future. Yes, I know, history repeats itself but […]

Are you still the sucker you used to be?

New research was just released that demonstrates a big shift in how consumers buy and what influences their purchase. Traditional ads no longer have the same power to shape consumer opinions as they once did. Amazon (the ultimate cost and quality comparison, along with others) influence consumers more than ever.  The studies were based on the “compromise” effect – (see NYT article below for the full story) are probably now saying to yourself, ho hum… and why is this news?  Well, it took a while for the establishment to document what most of us already know and practice organically.  However, […]

How a clothing line moved itself from product to brand

Here’s a really great case history about how a fashion company used customer-focused market research and marketing. The TwirlyGirl clothing line polled their customers about the feelings/descriptive words that identified the clothing to them.  They took the results, which when all combined generated a single consistent image, and came up with the word “transformative”.  This was the genesis of the brand.  They next took this information a step further and changed all their copy to reflect the transformative attitude. This not only became the brand, which TwirlyGirl now has established, but also positioned the company and clothing line in its […]