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How Insights Can Help Brands Hit the Right Note When Supporting Causes

"It's long been recognized that brands need to identify and operate by their 'greater purpose'; to stand for something beyond their immediate functional benefits.  For some brands, this is ingrained in their DNA and it fuels each move they make (think Patagonia and The Body Shop).  For others, it make be on a smaller scale, championing causes at varying levels from local ads to large national sponsorships.  When it comes to socially charged causes, the waters can be challenging to navigate - how to support without offending.

Given this backdrop, we wondered how brands have been navigating causes around diversity and inclusion; specifically showing support for the LGBTQ community.  So we asked.  We spoke to 1,500 people across the US to explore their feelings on LGBTQ in advertising, whether brands were doing an appropriate job representing the community and how this impacted their purchasing decisions.  Join us to hear what we learned, both around consumer sentiment as well as the role of insights in helping brands hit the right now.

In this webinar, we will cover:

- The results of our recent study into LGBTQ representation within advertising
- Implications for brands as they look to support a social cause
- A reflexive look at our study and what we'd do differently next time around"
Live online Dec 17 7:00 pm UTC
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Presented by
Zoe Dowling, Ph.D., SVP Research, FocusVision
Presentation preview: How Insights Can Help Brands Hit the Right Note When Supporting Causes

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  • How Insights Can Help Brands Hit the Right Note When Supporting Causes Dec 17 2019 7:00 pm UTC 39 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision
    "It's long been recognized that brands need to identify and operate by their 'greater purpose'; to stand for something beyond their immediate functional benefits.  For some brands, this is ingrained in their DNA and it fuels each move they make (think Patagonia and The Body Shop).  For others, it make be on a smaller scale, championing causes at varying levels from local ads to large national sponsorships.  When it comes to socially charged causes, the waters can be challenging to navigate - how to support without offending.

    Given this backdrop, we wondered how brands have been navigating causes around diversity and inclusion; specifically showing support for the LGBTQ community.  So we asked.  We spoke to 1,500 people across the US to explore their feelings on LGBTQ in advertising, whether brands were doing an appropriate job representing the community and how this impacted their purchasing decisions.  Join us to hear what we learned, both around consumer sentiment as well as the role of insights in helping brands hit the right now.

    In this webinar, we will cover:

    - The results of our recent study into LGBTQ representation within advertising
    - Implications for brands as they look to support a social cause
    - A reflexive look at our study and what we'd do differently next time around"
  • Insights: The Missing Piece in Your Marketing Data Dec 10 2019 7:00 pm UTC 47 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision
    A freshly released Forrester study, commissioned by FocusVision, shows that how a customer feels about your brand is 1.5 times more likely to drive a positive business outcome (i.e. purchase, loyalty, advocacy).  With this in mind, it's essential to understand your Customer Truth - how they think, feel and act to create experiences that drive business outcomes.

    Yet we rely on our marketing dashboards to provide data on how we are doing and whether we need to change course.  But it only tells one side of the story.  To succeed in creating great customer experiences, you also need the other side - the small data gathered by talking directly to your customers.

    In this webinar, you will learn how to:

    - Get insights that are essential to build the right experiences
    - Really know your customers and how this data can be used across the board
    - Add customer research to help build your marketing foundation and inspire your work"
  • Mobilize Me!! - Mobile Survey Design Enhancements Dec 3 2019 7:00 pm UTC 55 mins
    Zoe Dowling, Ph.D., FocusVision, Roddy Knowles, Dynata & Ted Saunders, MaritzCX
    Mobile Survey Design. We've got this, right? Well, not quite. While we've learned a lot over the years, we continue to learn more all the time. And as mobile design evolves, we continually need to monitor whether we are making the best use of the small screen. This is as important for data quality as it is participant experience.

    Recent research-on-research jointly conducted by MaritzCX, Dynata, and FocusVision, sampled nearly 3,000 survey respondents to better understand the preferences of mobile and non-mobile respondents and explore optimal ways to present multi-attribute grids, NPS, lists and pagination.

    Join MaritzCX's Ted Saunders, Dynata's Roddy Knowles, and FocusVision's Zoe Dowling, as they discuss the research findings and the displays that improve respondent experience and capture higher quality responses.

    In this webinar, we will cover:

    - Where we are with mobile completion rates
    - Findings from the research-on-research
    - The need to continually review and evolve mobile survey design best practices
  • Why Brand Message Dilution Hurts In The Experience Economy Nov 26 2019 7:00 pm UTC 55 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision & Christopher Wallace, President, InnerView
    Brands are spending more than $200 Billion on marketing and advertising annually, yet the advertisements customers see are only part of their experience with a brand. The true faces are the people who represent the company - the front-line employee and partners who interact with customers every day. This leads to the question: are Marketing and front-line employees telling the same story? And if not, what is the business impact of misalignment? These are the questions that InnerView and FocusVision set out to answer in freshly-released research talking to 250 senior business professionals in Marketing, Customer Experience, and Product. Join Chris Wallace, President of InnerView and Zoe Dowling, SVP Research at FocusVision, as they discuss the findings.

    In this webinar, we will cover:

    - What customer research companies are doing and are they leveraging it to its full extent
    - The link between brand promise and brand experience, and the cost of misalignment
    - The need for dynamic conversations, with your customers and your employees"
  • Customer Journey Mapping: The Swiss Army Knife of Insights Tools Nov 12 2019 7:00 pm UTC 61 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision & Aliza Pollack, Owner, Aliza Pollack Consulting
    "What we know: The internet has disrupted the marketing funnel. It's no longer a straight line - that marketers draw and lead - from brand awareness to purchase. It's more of a jigsaw puzzle. Wouldn't it be great to have some sort of insight tool that can shed light on the real customer path - the behaviors, attitudes, delight and pain points that customers encounter on the way to your product/category/experience? Behold: The customer journey map. A simple process and framework that captures the full customer experience and can inspire a more nuanced marketing and product development path for your clients.

    In this webinar, we will cover:

    - How customer journey maps can serve multiple teams across an organization (and help unify said organization)
    - Key steps to create a successful customer journey mapping project
    - How to approach a basic customer journey mapping project - as the researcher"
  • In The Moment Customer Insights: A Guide to Qualitative Mobile Research Oct 29 2019 6:00 pm UTC 46 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision & Emily Eichelberger, Product Manager, FocusVision
    "Only mobile provides an in-the-moment, un-biased glimpse into a customer's life, as they live it. Mobile qualitative research is a flexible approach to gathering deep insights through your customers' lens.

    In this practical session, we'll discuss activities best suited to mobile qual research and how to enhance social engagement between participants. We'll also provide a live demonstration of the features within the FocusVision Revelation mobile app.

    In this webinar, you will learn:

    - Activities optimally suited to mobile qualitative research
    - Tips on how to enhance social engagement between participants
    - How to use our FocusVision Revelation Participant App"
  • Why Keeping A Finger on the Pulse of Technology Matters Oct 15 2019 6:00 pm UTC 58 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision & Roddy Knowles, Dir. Product & Innov. Research, Dynata
    "AI. AR/VR. Blockchain. Voice. All growing technologies impacting the way people live. Hand-in-hand with the exciting applications of these technologies (both realized and potential) are discussions around data and thus privacy, security, and trust. Join Dynata's Roddy Knowles and FocusVision's Zoe Dowling as they discuss these technologies, fueled by their experiences on the ground at this year's Consumer Electronic Show, and reflect on the wider implications as well as reflections on the wider implications of the technologies.

    In this webinar, we will discuss:

    - The key technologies poised to impact our lives in the coming years
    - Implications around consumer trust, privacy, and security
    - What all of this could mean for research and insights"
  • The Football Association Wins with Post-Event Survey Overhaul Recorded: Oct 1 2019 52 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision & Phil Roughsedge, Insight Officer, The Football Association
    "There are always possible risks when deciding to upgrade survey solutions and make big changes to an existing format. The FA (formerly known as The English Football Association) weighed up the odds against the potential gains, and achieved great success.

    Learn how The FA refreshed and reinvigorated a long-standing post-event tracking study. By willing to risk historical data for future success, they stepped back and reviewed the entire program. Working with key stakeholdres, they updated the questions and capitalized on FocusVision Decipher's capabilities with customer branding, interactive question types, and ensured it was mobile first. The result? On-point questioning, improved respondent experience, better data quality, and tangible KPIs for multiple departments.

    In this webinar, we will cover:

    - How 'risking' historical data is outweighed by improving the quality of the data gathered
    - Refreshing a tracking study doesn't mean giving up on all that's gone before
    - Taking a mobile-first approach really does work"
  • Better Data Means Better Business Decisions: Tips for Engaging Your Participants Recorded: Sep 17 2019 57 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision & Andrew Cannon, Exec. Director, Global Research Business Director
    We all strive for great data and insights to feed into decisions that propel business' forward.  In today's fast-spinning world we need to do that ever more quickly and cost-effectively.  But when moving quickly, the research participant and their needs can be forgotten, and this can have negative consequences for data quality.

    Fortunately, it does not have to be this way.  GRBN has conducted research-on-research, and worked with many experts in the field, to understand how to give participants a great user experience, results in higher data quality, without adversely impacting cost or speed.

    Our research participants are the life-blood for our sector.  Join our webinar to learn concrete ways to create great participant user experiences.

    In this webinar, we will discuss:

    - What participant engagement means and why it's important
    - 10 tips for elevating the user experience in qual and quant studies
    - Trying something different - saying thank you with video"
  • Online Survey Masterclass: Dos and Don'ts of Interactive Questions Recorded: Sep 3 2019 48 mins
    Aaron Jue, Director of Market Research, FocusVision
    "Interactive questions can enhance survey usability and improve respondent engagement, but along with their advantages they can come with their own pitfalls.

    An interactive survey question can be a graphical or dynamic alternative to the more traditional checkbox or radio button survey question design. They can include star ratings, satisfaction sliders, or more advanced and engaging options like card sorters or virtual magazines.

    In this webinar, we will cover:

    - Best practices for using interactive questions for research specialists
    - How to avoid common pitfalls
    - What experimental evidence has taught us about interactive questions

    Get the most out of your online surveys and customer insights."
  • How Customers Think, Feel and Act: The Paradigm of Business Outcomes Recorded: Aug 22 2019 56 mins
    Zoe Dowling, Ph.D., SVP Research, FocusVision & Dipanjan Chatterjee, VP, Forrester Research
    Great customer experiences begin with understanding your Customer Truth™. By understanding their hearts and minds. Why they do what they do. How they think, feel, act.

    A new commissioned study conducted by Forrester Consulting on behalf of FocusVision reveals that how a customer feels is 1.5x more influential in driving business outcomes, such as purchase, loyalty and advocacy. Yet, as businesses strive to make data-driven decisions to propel growth, there is an over-reliance on Big Data when it comes to understanding customers, which cannot uncover Customer Truth™.

    Join our webinar featuring quest speaker Dipanjan Chatterjee, VP & Principal Analyst serving CMO professional, Forrester Research, to hear key findings from the study and from FocusVision on how they can help you get close enough to your customers to understand why they do what they do to drive business growth.

    In this webinar, you will learn:

    - The importance of emotions in driving desired business outcomes
    - How organizations can inform their understanding of customer behavior
    - Implications for organizations and the need to collect Small Data in addition to Big Data"
It’s so much more than market research
Established in 1990, FocusVision offers the market’s most comprehensive suite of experience insights software solutions -including advanced survey, online interview and focus groups, and online qualitative research community solutions to get brands close enough to their customers to have a full understanding of Customer Truth --- how they think, feel, and act. Learn more at focusvision.com.

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  • Title: How Insights Can Help Brands Hit the Right Note When Supporting Causes
  • Live at: Dec 17 2019 7:00 pm
  • Presented by: Zoe Dowling, Ph.D., SVP Research, FocusVision
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