Ipsos Insight Study Sees Internet Adoption Cooling

DDI: 133

Online marketers must make it their priority to be highly informed of these data before planning their next global campaign. Ipsos continues to outdo other research firms with this tracking study of online adoption rates among developing countries. The latest findings are from interviews in 12 key global markets with more than 6,500 adults, including 3,462 active Internet users—reflect adoption possibilities of the Internet that few other technologies have shown in the past.

This study substantially raises The Data Dump Indicies of other relevant online consumer survey data and the associated DDIs of online properties. Marketers considering investments in metadata advertising campaigns with Google (DDI 176, +5.5), Yahoo (DDI 151, +6.0), MSN (DDI 128, +4) or other Web portals should consult this study and other related studies that pertain to specific global markets affecting the scope of their consumer targets.

Vertis Study Reveals Loyalty Card Preferences

DDI: 107

Little is apparent from Vertis' press release on the methodology of its proprietary study of adult attitudes toward grocery discounts and loyalty programs. However, we trust that these data are quote reliable and accurate as this is a tracking study well-respected among industry insiders.

The Data Dump respects the findings too, and thus when we plug some of the survey's critical findings into our own proprietary algorithms, we find increases in the Data Dump Index of many large grocers, including Royal Ahold (DDI: 144, +3), and Winn-Dixie (DDI: 102, +2.4). Consumers are likely shifting from a rewards-based loyalty mindset for grocery shopping to a more instant gratification shopping experience with coupons and point-of-purchase discounts. Marketers who leverage supermarkets as third-party distribution channels should consult relevant Data Dump Index scores before planning their next in-store promotion. These DDIs will likely confirm the reliability and validity of data around consumer grocery shopping habits.

Research Shows Baby Boomers Worry About Financial Legacy

DDI: 118

I enjoy comprehensive studies like these. Here we have access to the full study that Harris conducted for a financial planning client. Included in the PDF are quotes from the qualitative portion and a well-written summary of the well-executed survey of baby boomers. The Data Dump Index for the study is 118, well-above average for other comparable research studies but stymied only for the lack of media coverage to date (the study was released in January 2006).

Unless consumer awareness of this study rises in the near-term, this study will only marginally affect The Data Dump Index of financial services providers of retirement plans. Thus, consumer perceptions and attitudes toward Fidelity (Data Dump Index: 142), T. Rowe Price (DDI: 138), Vanguard (DDI: 133), and others in this market are likely not impacted. Direct marketers to customers of these companies should examine this Harris study carefully, however, for long-term strategic planning on how to best target retirees and understand their opinions about financial planning.

TV Advertising Faces Steep Declines, says Survey

DDI: 153

Forrester's polling of national advertisers presents a bleak picture of the future of television advertising to capture consumer mindshare. Although the research firm does not mention the sample composition of these advertisers, it is safe to say they are representative of the total prime time television advertising spending companies.

With that in mind, I find that the Data Dump Index will drop in the near term for consumer products manufacturers such as Procter & Gamble and those companies that leverage TV advertising effectively. Until the shifting advertising landscape settles, consumers will continue to resist television ads, thus lowering their overall perceptions of these companies and decreasing their propensity to buy products as a result of their on-screen ads. Survey data from Nielsen and others will likely confirm this hypothesis. I advise advertising and marketing executives to be mindful of these survey results as they are released.

Survey Shows U.S. Travelers Value Choice over Price When It Comes to Booking Flights

DDI: 82

Compared to other recent surveys I have covered on consumer attitudes toward booking travel, this one scores a below-average Data Dump Index due to its overall methodology (it was conducted online among online bookers); its blatant sponsorship by a travel services provider, and its so-far poor coverage in the mainstream media. Moreover, there are few data "ahas" that marketers looking to target the multi-billion-dollar travel industry can muster. Of note, however, is that 52 percent of respondents would be willing to pay more for the ability to use points to upgrade ticket class, on discounted fares that normally do not allow upgrades. This suggests that any Data Dump Index affecting consumer attitudes about rewards programs might move up a notch, at best.

Data Dump Indices, however, affecting online travel sites such as Orbitz, Expedia, and Priceline are not affected, however, by the results of this survey. When I place the data into the Data Dump Index algorithm, the three DDIs remain at 145, 121, and 109, respectively, for all travel-related survey data up to the year ending March 20, 2006. Those with interest in marketing to the customers of these companies, or those with a need or penchant for understanding online travel marketing brands, should continue to monitor these indicies as new surveys are released by 2Q06. The travel season is heating up!

Survey Says: Verizon, T-Mobile Tops In Call-Quality

DDI: 148

When JD Power reveals survey results, people listen. And this one on celluar service harkens enough attention to move The Data Dump Index on cellular carriers significantly higher for the first quarter of 2006. Verizon (DDI 148, +7), T-Mobile (DDI 108, +8), and Cingular (DDI 142, +5.5) all benefit from these data, which consumers will likely read about in all the widely circulated high-tech trade publications such as PC World.

Still, the validity of cell phone data overall is sporadic at best. Although this JD Power survey scores a high DDI of 148, consumer-driven attitudes for the quarter on cellular service has been scant, at best. Marketers seeking to leverage text messaging as a communication channel for consumer campaigns should defer decisions until at least the start of Q306 when a more accurate Data Dump Index is revealed.

Reckless Survey on Reckless Driving

DDI: 72

The media went wild over this survey on reckless driving, conducted by an independent researcher for insurance company. I count over 450 placements in print and electronic as of this writing. Despite the pure PR push behind these data, the survey covereage is likely to have a signficant effect on the mind share of consumers who are either thrill-seekers or nervous nellies behind on the wheel. This will adversely impact the Data Dump Indices of auto insurance companies and sports car manufacturers.

For instance, The DDI of Geico is currently 128 vs. the DDI for Travelers is 108. However, this latest round of consumer survey data does little to affect the validity, reliability, or accuracy of the aggregate DDIs for insurance products and I will continue to monitor surveys this quarter before changing insurance-related DDIs. For now, marketers merely should glance over the media coverage of this survey if they are creating messages to thrill-seeking consumers or insurance-conscious individuals. Continue also to monitor the Data Dump Index of this category in the short term.

Now Hear This -- Poll Exposes Teen Attitudes on iPods and Hearing Loss

DDI: 98

CNN, Bloomberg, and other well-respected media outlets provided extensive coverage of this survey conducted by a non-profit organization that studies hearing and speech. The increasing penetration among teens and Gen Xers of personal digital music devices, coupled with the persuasive effects of these data on health-conscious consumers, moves The Data Dump Index for electronics manufacturers such as Apple and Samsung higher for this quarter. Marketers that target these demographics via web downloading or personal podcasting, might consider comparing the The Data Dump Index trend of manufacturers in the electronics category before commiting to this marketing tactic.

The aggregate survey data affecting Apple, for example, moves its Data Dump Index to 118 (+5), while Samsung increases to 99 (+3). This shows that survey data relating to these companies has grown more valid, reliable, and credible, and thus consumers attitudes towards these companies are improving and consumers are feeling more confident about buying from companies such as these. Marketers that compete in this category might take careful notes of Apple or Samsung's recent strategies to increase share of customer wallet.

Wealthy Consumers Rate Luxury Bath Brands

DDI: 153

Wealthy consumers, half of whom report that they trust the opinions of their peers far above other sources, voted Grohe the most prestigious brand in the latest Bath Fixtures Luxury Brand Status Index survey from the Luxury Institute. The Data Dump finds this index a highly credible and valid source for marketers gathering data to target consumers with lots of discretionary income. Moreover, the Institute's research bears considerable weight on The Data Dump Index of brands purchased by wealthy consumers. Based on these new survey data, and 6-months prior aggregate survey data on consumer attitudes about companies that market luxury products, I increase The Data Dump Index for Grohe (131, +2.5), Kohler (123, +4), and Hansgrohe (109, +5.5)

Data Dump Indices Revealed for Hospitality Industry

Data Dump Indices for Hotel Properties 

Travel survey data captured in 4Q05 fueled Marriott to a greater command of overall consumer value and perception. By deconstructing the Data Dump Index algorithm for Marriott, we find that the reach of these data via top-tier media, coupled with an ample sample frame among high-value survey respondents, led to enhanced consumer understanding of Marriott as a well-respected brand.

Surveying heated up during the quarter overall, as U.S. research firms and hospitality companies attempted to capture the opinions of year-end vacationers. Aggregate DDIs of industry leaders for 2005 show Marriott and Hilton properties with the greatest public mindshare and highest perceived value.

Food Prices Top Consumer Concerns

DDI: 88

Surveys focused on obscure topics tend to include stratified samples with little elbow room for leveraging the results in meaningful ways. Here is no exception -- a tiny study conducted among affluent, educated consumers on their attitudes toward food and other issues that might concern them. Although I try to include as many data points as possible when developing a Data Dump Index, I will likely skip over these results since they will bear little to no effect on the indicies of food manufacturers or grocery consumers. Marketers in these categories should overlook this survey entirely.

Business Mag Trends Luxury Hotel Data

DDI: 119

Business Travel Magazine's annual survey on U.S. Hotel Chains provides valuable insights for travel marketers on hotel service, quality amenities and aesthetic properties — attributes that personify the brands of luxury hotels. The high Data Dump Index for the survey results directly affects the DDI for luxury hotels for the first quarter. Thus, I degrade the Ritz-Carlton DDI to 128 from 136 from 4Q05 and upgrade Four Seasons to 117 from a 105. Travel marketers in need of immediate ideas of where to target potential end-users of these properties should consult the Data Dump Indices of all luxury properties before making any hasty decisions. These DDIs include data from a multitude of like-surveys, all affecting the luxury brands of top hoteliers nationwide.

Survey Insights Show Consumers Get Local News from Print

DDI: 105

The article (linked above) does a fine job of balancing an off-balanced survey by Outsell with other available data from similar studies on the news-gathering habits of consumers. I surmise from Outsell's approach that the propensity for consumers to get local news from newspapers is not a growing trend, rather an exception that needs validation. Marketers launching products or services with localized targeting strategies might re-think their strategies based on Outsell's findings. However, when I aggregate all of the historical data points on how consumer opinions are affected by local media, it appears that television scores higher on The Data Dump Index than newspapers. I advise marketers to thus favor local electronic media for targeting purposes.

Consumers Want Unique Goods Online, says Survey

DDI: 66

The unreliability factor in the data gathered for this survey about online shopping behavior is that is was conducted with an online convenience sample. Decision Direct Research touts its key finding is that e-tailers failed to offer enough unique gifts for sale -- not much else is new here, otherwise. But marketers with niche products who are considering the Web as a direct sales channel should pass on this survey for points of differentiation or to bolster opinions about viable marketing alternatives.

IBM Goes Face-to-Face with CEOs

DDI: 73/100

Market researchers can appreciate the difficulty and expense of gathering voice of customer data from the often elusive segment of C-suite executives. Here, IBM claims to have conducted more than 700 in-person interviews with global business leaders, albeit of unkown company size. Still, it would benefit those interested in building profiles of strategic visionaries to consider these findings, particulary when linking insights to marketing initiatives involving evolutionary high-tech products.