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Millennial Brand Loyalty: Rewards Over Relationships


 

Download the full “Millennial Brand Loyalty: Rewards Over Relationships” report now: fill out the form below.

 


 

Millennials are redefining the concept of brand loyalty; in their eyes, it has changed dramatically from their parents’ version.
 
A new MindSwarms study shows that for Millennials, brand loyalty revolves around user-centric transactional benefits that are fleeting and unemotional. Whereas their parent’s loyalty is seen to be a dynamic built on personal and emotional long-lasting relationships.
 
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Mobile Video Research: Innovation Game Changer


Cornyn Interview Still
Food Vision 2014, Cannes, France — Chris Cornyn, founder and president of DINE Marketing, used MindSwarms to demonstrate how mobile video research is a game changer for product and marketing innovation.
 
Based on his experience, Cornyn believes that to be successful in the food world, producers must satisfy 5 consumer need states — more states than in any other industry. This includes touching upon a consumers’ functional, emotional, nutritional, social, and cultural need states.
 
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Closet Dive Consumer Research


 
One of the things we love about our work at MindSwarms is having the opportunity to get a glimpse into the lives of consumers and hear about their passions and what makes them excited.
 
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Not Your Mother’s Housecleaning


 

Download the full “A Mother-Daughter Dynamic: Housecleaning” report now: fill out the form below.

 


 

While strongly influenced by their mothers’ housecleaning habits and attitudes, today’s young women are open to getting housework done in a new way. A recent MindSwarms study of women age 25-41 shows that this generation often feels guilty that they aren’t meeting the housekeeping standards their mothers set, so they’re eager for product innovations and time-saving methods to help bridge the gap.
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Wearable Fitness Tech Fatigue?


 
As wearable fitness trackers are becoming increasingly mainstream, some fitness enthusiasts are growing weary with the devices (KQED Science). Although the category as a whole has enormous promise for a wide spectrum of healthcare concerns (above and beyond motivating people to reach fitness goals), current models leave much to be desired. Many reviewers claim that the steps taken feature, currently the main feature of wearable trackers, is less reliable than a standard pedometer; other features, such as a sleep quality metric, may be virtually meaningless on most devices.
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Tom’s 5 Tips for Qual Analysis


 
A note to our fellow researchers:
 
We know that sorting through the data collected from a qualitative research study can seem overwhelming, particularly when sifting through video footage. We asked our founder, Tom Bassett, to share his tips and tricks for pattern finding, bucketing results, identifying the overarching story, and captivatingly sharing results. Read the rest of this entry »


Wearable Tech Divide: Fitness Trackers


 

Download the full “Wearable Tech Divide: Fitness Trackers” report now: fill out the form below.

 


 

Still in its infancy, wearable technology is already splitting American consumers into two camps: enthusiasts and rejectors. A study conducted this month by MindSwarms suggests that although both groups are interested in staying connected with their bodies (particularly in regard to fitness and health), their opinions differ dramatically on the role fitness tracking wearables should play.

 
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Challenges for LinkedIn China


 
LinkedIn finally launched its official website in China, in beta, after years of water testing by offering its English site accessible in China. With four million existing users in the country, now the company’s appetite has grown: according to its CEO Jeff Weiner, the Simplified Chinese website will bring some 140 million professionals in the country to join the network, almost half of the current total number of registered users across all countries.
 
Language and site features can be localized; what’s challenging is to root the fundamental concept, the core value of the site in the market. For the pragmatic Chinese, doing business is all about relationships and, apparently, online relationships sound illusory and too easily destroyed.
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