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Category Archives: Insights
How are companies learning about you?
Antonio Bolfo/Reportage for The New York Times
Check out this article from The New York Times about what companies like Target may know about you and how they’re turning that information into profits.
Short on time? This video provides a short but interesting overview of the article.
The “Thrill of the Chase”…
NielsonWire recently reported that the “best-liked ads of Q3 2011 depict the pursuit of love”. According to Nielson, the appeal of ads like this one
from Chevy (which was the #1 new Q3 ad most liked by women), is the “thrill of the chase.” These findings from Nielson are based on respondents liking an ad “a lot.”
This stated measure obviously provides useful information. Yet, studies where techniques like MindSight® are able to get at information beyond what the respondent reports in standard question batteries, reveal that there may be a whole other world of emotional information we are often missing.
Video in particular is a medium quite adept at inspiring emotion. We sit on the edge of our seats when the detective is about to name the culprit in a murder mystery, or jump when a ghoul pops out during a horror flick. In the ad from Chevy, there is a feeling of suspense as the “marry me” banner flits by in the background followed by chagrin when we realize the girlfriend has missed it.
In fact, in their report Nielson notes that the underlying theme of the most popular ads seems to be an emotional one, a “thrill.” Thus, how much more powerful would it be to find out what a respondent’s emotional reaction to and feelings about an ad might be in addition to how much they liked it?
Learn more about MindSight
MindSight and the Movies
Ever see a movie trailer and feel: “I have to see that film.” New MindSight research using film trailers from the 2012 Sundance film festival tells you why. It identifies what makes a compelling trailer and rates the effectiveness of several Sundance trailers.
Reconciling Hispanic Product Evaluation Ratings
Do Hispanics consumers in the US like a product or service as much as they say they do? Apparently, they don’t…
http://www.quirks.com/articles/2011/20111203.aspx?searchID=315515030&sort=5&pg=1
Top 2012 New Year’s Resolution Among Market Researchers…
…Segmentation, of course!
If you’re like many clients these days, you are increasingly focused on identifying which physicians and patients are most valuable and on developing strategies to target them. In fact, a quick look at Google Trends reveals that interest in segmentation soars in Q1 and Q4:
At FCG we understand the importance of identifying both the rational benefits that the product should convey and the emotional hooks to engage and motivate target segments.
Forbes on Holiday Overspending in USA Today
Forbes’ President David Forbes is quoted in USA Today discussing motivations for overspending derived from MindSight analysis:
“People typically overspend because they feel insecure, incompetent, powerless or disrespected,” says Forbes, founder of Forbes Consulting. “Purchases can make people feel more self-confident and in control. Some believe others will think more of them the more they spend.”
The problem with overspending is that the emotional boost that assuages feelings of insecurity, powerlessness, etc. is fleeting, whereas credit card debt can be very long-lasting!
LOVE them or HATE them – Performance Review Time is Here!
By Jessica Azoulay, Managing Director
It’s that time of the year again, time for the dreaded annual performance review. I can hear the moans and groans from here. The question I have is why? Is it the formality of the situation, the unknown, the work involved in preparing for the review? Seems as though it should be a good time, a time when we feel a sense of validation, “Check me out, look what I have accomplished this year.” 
Reminds me of grade school and the day the report card came home…the same feeling, maybe a few butterflies? For some reason, it’s often not the same. The anticipation of the performance review is enough to cause absolute fear among many employees. As managers, it’s our job to help ease this fear. We all probably know the individuals who will be most debilitated by this fear…we should reach out to these employees well ahead of the review. Easing their fear ahead of the review will benefit both the employee and the manager – it will not only make the communication more effective, it will also make the review more enjoyable! Perhaps consider meeting with the employee ahead of the performance review to discuss the following:
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Work together on choosing a good day and time for the review (when the employee and you are completely focused)
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Let them know the planned flow of the meeting (make sure they are comfortable with the flow, if not, consider making some changes)
A healthy side-effect to playing video games?
A year after the release of “Phylo,” thousands of online gamers have helped solve DNA-sequenced puzzles to help research on the genetic foundation of diseases such as Alzheimer’s, cancer and diabetes. A new version of the game for tablet computers was released recently. Perhaps playing video games is not such a waste of time after all.
Last Minute Holiday Shopping Dilemma – SOLVED!
Contributed By Sandra Pimentel
Where to find the best last minute gifts for everyone on your list? The Bookstore!
And I don’t mean the book section at Target. I mean head to a Barnes and Noble or your local bookstore (hopefully they haven’t all disappeared). Recently I went into my local bookstore to pick up a children’s book and ended up buying 12 gifts! Who knew you could find so many great gifts at the bookstore? I know what you are thinking…the person on my list doesn’t like to read. That’s fine, bookstores have much more than just books. They have wall and desk calendars, toys, games, magazines and unique gifts put out for the holiday season. And surprisingly, those people who call themselves “non-readers” often actually like books too, as long as they are short and sweet and are about something that interests them.
During my recent trip, I found books I never would have thought about, but as soon as I spotted them, I knew, “this would be a perfect gift for someone on my list.” Most people have a hobby or passion- running, knitting, traveling, recycling, even mad libs. They are the easiest to shop for since there are books that cover every activity from almost every angle.
In situations where you don’t know the hobbies or passions, think about what kind of person they are. Do they like learning new, interesting facts? Do they have a great sense of humor? Are they into nature? There are always books that reflect someone’s personality, something you know about them or something you share with them.
