We Don’t Sleep on Innovation
Nike Fully Understands Their Customer, and It's Not Who You Think
Tens of millions of Americans struggle with sleep issues. Common in both men and women, poor sleep is linked to chronic conditions like heart disease and diabetes, and negatively affects a range of personal indicators, like reaction time, alertness, and mood. But lack of sleep is also a public health problem: Sleepiness has been linked to an increase in on-the-job accidents and car crashes, among other incidents.
With the escalating interest in the sleep category, and so many manufacturers testing their products and collecting consumer feedback, it is important to continuously refresh the community of sleeplessness sufferers to recruit for qualitative research. Campos recognizes both this market research need and the importance of good sleep, so we decided to create a Sleep Health Consumer Panel comprised of people who, at minimum, have trouble falling asleep and/or staying asleep.
How Millennials and Gen Z Speak Volumes Through Visuals
It' is under 100 days until the 2019 FIFA Women’s World Cup kicks off in France. The U.S. Women’s National Team will be defending their title from four years ago, our nation’s third World Cup championship. This year they will be doing it in a uniform that pays homage to the squad that won the second title 20 years ago.
The new designs have been almost universally praised by fans who are sure to be buying them in huge numbers to support the team this summer. Yet even though hundreds of thousands of these shirts will be sold to men, women and children all across the country and world, Nike, the designer for U.S. Soccer’s uniforms since 1997, knows that their actual customer is just 23 women.
How Can Anyone Forecast Trends?
Have you ever been in a situation where you were viewing an image or photograph, and the image that you were looking at held your gaze for what felt like an eternity – so much so that you experienced that visceral emotion that no spoken word or phrase could create within you? It’s powerful. Incredibly powerful.
Recently, we had this experience conducting a digital, online qualitative study where we were looking to uncover how students’ motivations and inspirations provide perspective when they observed an institution’s website and current TV ad.
Know Your Audience: What Trial Attorneys Can Learn from Marketers
With SXSW in full swing down in Texas, there will be many articles published about “trends” coming from the conference that we should all be aware of.
This begs the question: How does Campos (or anyone, for that matter) forecast trends?
From the outside, it can seem like guess work. How can someone know what consumers will want a year from now, or which developments businesses should scale earlier rather than later in their life cycles? Well, we don’t claim to be clairvoyant, but there is a way in which we can do just that.
How a Sideways Glance Can Inform Website Design
Here’s the reality of the situation: If you are not currently using market research tools to help you prepare for trial, it is highly likely that your opponent is.
At Campos, we have had more requests for focus groups for pre-trial preparation this year than ever before. For attorneys, collecting potential juror reaction to a case prior to actually putting it in front of a jury is quickly becoming as recognized a practice as taste-testing for consumer packaged goods. But, as with all things new, there are lessons to be learned by those who have walked that road before.
How to Give Your Customers the Best Online Experience
At its headquarters in Bellevue, Washington, Expedia, the travel booking website, houses a product-testing lab where it explores how users experience their site. Test subjects are asked to sit down and book a hotel or flight, just as they would at home, and Expedia researchers sit on the other side of a one-way mirror. But they’re not watching the subject. Instead, researchers and members of the product team watch a large screen that shows exactly where the test subject is looking.
Expedia’s not the only company using these kinds of technologies to improve its user experience. A recent piece in Adweek explored the ways in which various companies are using biometric data to ascertain what people want from a web experience. We’ve utilized many of these user experience tools to help our clients over the years.
How We Feel for the Little Rovers on Mars
The author of a book is never the same person who edits it. This is because the author becomes closer to that finished product than anyone else; therefore, they are likely to overlook mistakes while editing. For the same reason, they may have a somewhat emotional attachment to that finished product, where a constructive outside view is needed to bring it into perspective.
All of these same issues can be applied to the development of a digital platform. And, perhaps most important, we know that users can differ tremendously in terms of mindset, behavior, digital capabilities, and so on. This means that there is a likely chance that the audience of your digital platform is going to differ tremendously from the person designing it.
The Media Industry is an Example of the Need for Customer Segmentation
As the Opportunity rover’s historic mission on Mars has come to a close, many are looking back at the mission - an absolutely incredible success by any measure - and thinking about how they feel about this robot we sent to Mars 15 years ago.
But it’s a little odd that we feel any emotion for this or any other rover. It’s just a six-wheels and a mess of wires, sensors, and scientific equipment about the size of a golf cart. Yet we think about how lonely it must be so far away from earth. How proud we are of its incredible accomplishment, how sad it is at the end of its life.
How Companies like L'Oréal and Nike Find Success Through Customer Segmentation
Yesterday on public radio’s 1A, they covered the cuts that swept through the media industry over the past few weeks. An estimated 2,100 media workers were laid off across many different news outlets generally blamed on “market forces.” Many, however, pointed the finger squarely on two digital giants. Google and Facebook are taking in more than half of the total revenue from digital advertising.
A deeper look from on of the show’s guests points toward the need to see past just base metrics and find the ways to truly connect with their customers. We’re big believers in having nuanced conversations that help to reveal small but mighty growth segments, alongside those to maintain, and those that can receive less investment.
Why Do Market Research in Pittsburgh? Let the Residents Tell You
L'Oréal Chief Marketing Officer Marie Gulin-Merle attributed her company’s “digital transformation” to a focus on storytelling and personalized digital experiences, but also to the power of customer segmentation.
L’Oreal’s success illustrates the importance of one of our most important tools at Campos - Customer Segmentation. It’s been a hot topic lately. While the concept has been one that we have put to use for clients for many years, it has emerged as a powerful trend recently in the form of entrepreneurs and startups turning entire categories on their heads by targeting highly specific groups of people.
Telling Your Brand Story
Pittsburgh is a go-to market for many companies and organizations considering where to do market research for their products and services. But what is it about Pittsburgh people and what they have to say that makes them such valued research participants?
We asked VO!CE of the Region, our several-thousand member online community of Southwestern PA residents who share thoughts and opinions on current events each week on our polling site. Here's what they had to say.
Visualizing Data: 3 Reasons Why Seeing Is Believing
A professor of history at Augustana College has, for the last twenty years, asked students on the first day of class to write a history of the United States in 600 words or less without looking anything up. What he has learned illustrates the decline in our collective ability to write a narrative.
In 1994, most of the submissions were in “The Glory Story” bucket. There was also “The Gory Story,” and the “High Ideals/Mixed Results” compromise. Others simply listed historical events in roughly chronological order. Thinking the students had misunderstood the assignment, he called these the “Chaos Story.” Over the past 15 years of formally tracking the results, the “Chaos Story” form has ascended from very few to 75% of the submissions.
How to Bring Your Customers' Stories to Life Using Data
Many clients come to us without a clear picture of 1) what to do with their data or 2) how to get it organized enough to extract information which will then guide business decisions.
Because deeply understanding your data first is paramount to unlocking its insights and turning them into action, when we work with a client to do a“deep dive” of their data, we first emphasize discovery, variety, and visualization over their flashier counterparts: prediction, big data, and analytics.
We have expertise in data wrangling, visualization, and storytelling to bring order and sense to the information you have about your business and your customers.
There Are Many Ways to Rank Cities. These Two Are The Best
How do you make hard data into something personal? Reams of transactional records can seem like a cold and detached way to get to know your customers. But, analyzed over time, the dollars and interactions add up to reveal patterns in behavior which can be used to construct personas reflecting real people, their defining traits, and the value they represent. Who is your typical customer versus the most likely big spender, and what makes them different?
If you want to know who your best audience is and how to design messaging that doesn’t just resonate, but reverberates, you can see why the first place to start is with any available data you have about your existing customers.
Bad Restaurant List is Bad
Inspired by a tweet and brought to life through a simple survey, the concept of ranking cities by success in transit and tacos seems pretty sound to the team in the Campos Chicago office, where both the transit and tacos are excellent.
But we are working to change future rankings through our project with the Port Authority of Allegheny County to improve the brand and customer experience for riders.
Apollo 11 and Our Friends at MSA Safety
The lists of best new restaurants never seems to end and this week we can add another one to it. This one is a little more expansive than most can claim. The 100 Best Places to Eat according to Yelp (via Food and Wine Magazine) is a big, nationwide, listing of the most/best reviewed restaurants on Yelp.
But a list like this is more than just fodder for some internet opinion giving. In a report on the importance of Customer Experience Planning, our CEO AJ Drexler looks at the impact of Yelp and similar services on the experience that consumers have with finding and enjoying a restaurant experience.
'Numbers and Narratives' Build a Bridge, Fill in the Blanks
Just down the street from our headquarters in Pittsburgh’s Cultural District sits a national treasure on display. The Apollo 11 ‘Columbia’ capsule is on display to commemorate the 50th anniversary of the moon landing
Among the many local connections was the Comfo brand respirator produced by long-time Campos client, Mine Safety Appliances.
More Data on Pittsburgh's Continued Transformation
As consumers, employees, students, and Fitbit-wearing human beings, we are being provided with more and more information every day about ourselves and how we benchmark against others—seemingly to no avail. We all know why: Data alone is never enough. But I have been obsessing about how data, in combination with an individual’s own interpretation of, or story about, that data, has the potential to unlock significant personal growth and societal change.
Should Old Acquaintance be Forgot, and Never Brought to Mind?
One of our favorite topics is the fascinating changes happening in our hometown. Pittsburgh has been changing rapidly over the last decade and much of our work has been chronicling those many changes for clients. Some more data came today from the Pew Charitable Trusts in a report that shows that while the city is losing population, per capita income is rising.
We make a lot of charts. Oftentimes the best way to convey information is through a simple chart, so while we make a lot of basic bars and scatterplots, the times when something more exotic is called for its fun.
The team at FiveThirtyEight.com is known for the and they compiled what they call “The 45 Best - And Weirdest - Charts” that they produced last year.
They definitely made some good ones - and some weird ones. Here are three favorites.