The Data Digest: The Power Of Video

Videos are definitely one of the strongest forms of media in our society nowadays, and there are 48 hours of video uploaded on YouTube per minute: from consumers sharing their creative expressions to companies uploading how-to videos about their products and brands.

These videos help many people in their purchasing process. My colleague recently had to shop for a car, and it’s been interesting to hear about her car shopping journey and how online videos helped her make the ultimate decision. She was interested in one specific car — the 2012 Ford Focus with the Sync with MyFord Touch comes as standard package. The challenge she, and Ford for that matter, encountered was that the majority of car salespeople aren’t that tech-savvy. While they are familiar with the horsepower and the smart-key entry feature, they really struggle to explain how to turn the car into a Wi-Fi hub or how the Sync system can read incoming text messages.

Trying to learn about every available optional feature, my colleague had to turn to the Internet for help. She was able to find demo videos on the Ford Focus website, on YouTube, as well as on her cable TV widgets. These online videos, produced by Ford, auto review sites, as well as tech-savvy online peers, really helped her understand how the optional features of this new product will enhance her ultimate driving experience. Forrester’s Technographics® data shows that videos created by other people are the most watched online type of video:

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I’m Happy To Say We’re In Good Company

When you follow the market insights industry as closely as I do, it’s easy to get submerged in the doom and gloom of our role. Of course, there are great presentations and case studies at conferences on emerging methodologies, and we have the awards ceremonies — like Esomar’s Young Researcher of the Year or the AMA 4 under 40 — that highlight the talent in our industry. But in many cases it feels a bit like an in-crowd to me — like we’re the last of the Mohicans.

But I’ve come to realize that market research is still a very interesting profession for many (young) people, who see it as a great career and put their heart and soul into it. I’ve been hiring market insights professionals for my team for close to a year now: first a senior analyst, then a junior position, and finally two consumer insights analysts (one of which is still open). And it has been a great experience!

I’ve met a lot of smart people and I’ve been impressed not only by the candidates’ passion for data and how to link it to business issues, but also with the type of projects they have been working on at their organizations and their interest in new ways of doing research. Most of these projects never get presented as case studies at conferences, and not many people are sharing this knowledge via social media (yet), but the hiring process has left me with a good feeling about the state of our industry. There are plenty of smart young people out there that love doing market research and are very good at it!

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The Data Digest: Smartphone Owners’ Smart Travel Management

Do you remember the last trip that you took? In this season, chances are that it was only last week or last month. As much as we love to travel, ideally for leisure, we are often overwhelmed by all the planning and coordination that are involved in the process — flights, car rentals, lodging, just to begin with. And if you are truly a planner, you want to add the places to dine, events to attend, and attractions to stop by to the itinerary.

Luckily, we are in the technology-centric era. We have websites, software, and devices that help us make life easier. Two companies that I recently came across, TripIt and Traxo, are designed to take care of travelers’ concerns. Much like TripIt, Traxo aims to simplifying travelers' lives by aggregating all of their travel information in one place, but it does so in a more elegant auto-pull manner versus an email push one. Traxo users just need to link their travel accounts to Traxo via a one-time, upfront process, and then Traxo automatically detects all of their trips, miles, and points and intelligently combines them into a single travel dashboard. It also allows members to share experiences with friends and possibly discover where they might have an overlapping trip with another.

But what makes this really interesting is that these services are available for smartphones. In his recent Forrester report “Why Smartphones Will Become One Of Travel’s Two Most Important Touchpoints”, my colleague Henry Harteveldt points out that “travelers are up to three times more likely than all US adults to have a smartphone.” 

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