The lives of today’s tweens, teens
and twenty-somethings are being shaped and influenced
by numerous and rapid advances in technology --
digital devices in particular. As a result, they
are not simply consumers of content; they are often
the creators, reviewers, and distributors of the
media that captures their attention.
Sachs Insights set out to explore how and why
this audience creates, shapes, shares, buys, borrows
from and redefines today ’s digital culture.
A variety of qualitative research methods were
applied throughout the study, including in-home/dorm
ethnographies, affinity groups, street intercepts,
photo diaries, media journals, and IM and phone
follow-up interviews.
To learn more
about the societal impact of digital cameras and
camera phones, click below:
For a brief look
at The Rules of Romance 2.0, click on the video
below:
To learn more about the study and/or
to schedule a presentation, contact Robert Miner
at rminer@sachsinsights.com, 212-924-1600, Ext. 105.
IIR’s
Marketing Research Event
October 14—18th, 2007 Los
Angeles, CA
Best
Buy: Stores, Web and Beyond: Serving Multi-Channel
Customers With Meaningful User Experiences
Monday,
October 15, 2007: 10:00-10:45 am
Co-Presented
by:
Kathleen Hoski Usability Manager, BestBuy.com, Best Buy
Robert Miner President, Sachs Insights
Paris Patton Vice President, Sachs Insights
This
presentation illustrates how leading consumer electronics
retailer Best Buy combined qualitative methodologies
in order to understand the "intensely multi-channel"
experience of researching and purchasing consumer
electronics products.
Kathleen Hoski, who
leads BestBuy.com ’s user experience research, will
discuss the benefits of studying multi-channel
behavior to optimize the web experience.
Premera
Blue Cross: Consumerism & Ethnography —
Listening and Learning/Learning to Listen
Tuesday, October 16, 2007: 11:15-12:00 pm
Co-Presented by:
Laura Totten Senior Manager of Market Research & Customer
Insights, Premera Blue Cross
Tammy Sachs CEO & Founder, Sachs Insights
Paris Patton Vice President, Sachs Insights
Premera engaged Sachs Insights
to collaborate in a company wide "consumerism" initiative.
Premera’s goal was to engage all those responsible
for consumer touchpoints to experience healthcare
management from a consumer’s perspective. Ethnography
was used to understand this customer perspective
across touch points — printed materials, the web,
CSRs, doctors and pharmacies.
Come hear Laura Totten, Premera’s
consumerism evangelist talk about how she used
research insights to engage stakeholders and effect
change.
Taco
Bell: Qualitative Consumer Research Innovating
Taco Bell ’s Brand Tracking Study
Monday, October 15, 2007: 10:45-11:30am Wednesday, October 17, 2007: 11:15-12:00pm
Presented by:
Tiffany Stroupe Manager, Consumer Insights, Taco Bell
Research conducted by:
Sachs Insights
Tracking studies are made by
marketers for marketers and become a repository
for many business questions. Consumers are required
to respond to it all. Does everything we ’re asking
make sense to consumers? Is it relevant to their
experiences? Are we speaking their language? You ’ll
see how Taco Bell ’s brand tracking study was made "consumer" friendly
using qualitative research findings for better
sell-in of changes and buy-in by the field and
executives. What you’ll learn from this presentation
is:
The importance of involving
consumers in “consumer” research
That pre-homework can
improve the quality of "qualitative"
insights
That selling in changes and/or
getting buy-in from key stake holders is made
easier with qualitative insights supported by
visuals and video.
