The Data Dump

U.S. Hispanics Want Improved Oral Healthcare, says Survey

2011-11-04T14:13:00.000-04:00

This Procter & Gamble-sponsored survey has sound methodology from GFK Roper and some interesting findings:

-- Close to half (45%) of Hispanics lack dental insurance and nearly one in five (18%) have not visited the dentist at all in the past two years, compared to 12 percent of the general population.

-- Approximately six in 10 Hispanics feel that a higher representation of Spanish-speaking and Hispanic dentists/hygienists in their community would help them "a lot" in achieving and maintaining better oral health.

Roper polled 1,000 Hispanic adults and 1,000 adults from the general population aged 18 and older who live in the continental U.S. But where the approach lacks bite is on its lack of data segmenting "acculturated" Hispanics from non-acculturated. The results would be more telling if, for instance, we discovered that 95% of acculturated Hispanics (or those who are transplanted to the U.S. and speak English) have significantly different opinions about U.S. oral healthcare than non-acculturated.

Moreover, the survey results are well positioned as a publicity tool for P&G when oral health is top of mind after all of us have eaten our Halloween candy.

Eight Percent of U.S. Teens Own Cell Phone, says Survey

2008-10-08T10:10:00.003-04:00

Piper Jaffray's newest poll on cell phones does little to paint a true picture of teenage penetration of the mobile devices. Many of the articles covering this survey reference the table of data from the study. But a closer look at these numbers indicate there is little to be learned.

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One important component missing from the table are the base sizes behind the percentages. These numbers would help discern whether there were significant differences between the time periods indicated and the varying price points respondents were willing to pay for phones.

I agree with Fortune's observation that the study "may say more about the demographics of the population Piper Jaffray is testing than the buying power of most U.S. teenagers." The sample here is likely an online population that is wealther, more technologically savvy, and in greater need of an iPhone than the general U.S. teen population. Whether these survey data were weighted to adjust for this discrepancy is unclear.

Mobile marketers should disregard these data if considering the iPhone or other similar touch-screen cell phone platforms for their near term campaigns.

Pew Study Says Americans Love Cell Phones More than Landlines

2008-03-06T11:24:00.003-05:00

Americans reported their affinity for their mobile phones is greater than both their feelings for television and landline phones, according to a survey released by the Pew Internet and American Life Project. Fifty-one percent of respondents said it would be hard to give up their cell phone, more than the 43 percent who felt it would be difficult to give up television use. And it also edged out the 40 percent of people who said it would be hard to give up a landline phone.

Pew notes that this is the first year in which the cell phone rated highest in this annual survey of technology use. In 2005 for instance, only 38 percent of people said it would be hard to give up their cell phones, compared with 47 percent of respondents who said the same thing about their television and 63 percent of people who felt that way about their landline phones.

Marketers engaging in mobile advertising campaigns, including local mobile search and mobile-based video, should be pleased by these data as they affirm the growth of the mobile channel as a marketing medium. As mobile handset penetration increases in the US, consumers will undoubtedly prefer mobile-based marketing initiatives that are less intrusive, protect their privacy, and afford them incentives to solicit local merchants via mobile coupons. Pew's study confirms that consumers are heading in this direction more quickly than might have been expected.

E-mail Marketing is Best Performing Marketing Tool, says Survey

2008-01-25T10:17:00.000-05:00

Datran Media released its 2nd Annual Marketing & Media Survey, which showed that the second best-performing online ad medium is search, right behind email marketing. In December, Datran asked 2,000 industry leaders "which advertising media buys perform strongly for your company"? 80% said email marketing but right behind them was search at 70.6%.

I question the integrity of the sample. Just who are these industry leaders -- are they e-mail marketing vendors? Search marketing is by far today's marketing medium of choice -- spending continues to skyrocket and marketers rave about its higher ROI than e-mail. For the near term, I recommend that e-marketers continue to pursue search for effective lead generation. More specifically, pursue campaigns with targeted display ads and keywords leveraging Google and Yahoo as portals.

Online shoppers quick to leave retail sites, says study

2007-12-03T09:57:00.000-05:00

DDI: 73

Considering that this study was commissioned by a search engine optimization service provider, I would highly caution digital marketers to incorporate this information into their next online campaign. Given the timeliness of the study's release around the online holiday shopping surge, however, the results can serve as directional advice only. For instance:

*73% of respondents said they would leave an e-commerce site within one to two minutes if they could not find what they were looking for.
Fifty-four percent said they would only look through two to three pages of search results before giving up.
When asked if they would return to a retail Web site that had a poor search function, 36% said they would not.

Beyond these nuggets of insights, however, I caution e-marketers to pursue site optimization strategies as planned throughout the end of 2007 into 1Q08 after which a more thorough research assessment of strategic search results from retail sites will likely surface.

Poll: Video Games Fail To Trigger Parents' Interest

2007-11-19T14:18:00.000-05:00

DDI: 97

Ubiquitous coverage of the AP survey about the video game habits of parents strikes an uneasy chord with my attitudes toward video games as a burgeoning advertising medium. Given the AP teamed with AOL to conduct the survey, there's little doubt that the study had the ulterior motive of promoting AOL's successful foray into online gaming to garner attention of media buyers targeting parents. But there is little supporting research on the market that concurs with the survey's conclusion that parents will not be playing along with their children, thus shunning advertisers from including adult-focused messaging and virtual billboards within the gaming experience. Marketers who are considering advergaming as a potential media buying opportunity should look at the AP data for directional, and not decisive, purposes only.

Survey Reveals 68% of Web Campaigns Don’t Happen on Time, Risking Loss of New Business

2007-11-08T15:53:00.000-05:00

DDI: 68

Don't be fooled by the data resulting from this survey of senior marketing executives. Glancing at the press release headline would lead us to believe that delays in Web campaigns can severely erode customer satisfaction and lose revenues. But further inspection of the methodology reveals a mere 120 marketing decision makers were polled for this study and it is likely true that many of them were prospects of the survey's sponsor -- a Web content management vendor. Marketers who are uncertain about the role dynamic Web content management plays in the success or failure of their digital campaigns should ignore these insights. Instead, it would be wiser to survey site visitors on their attitudes toward content changes and their corresponding effect on customer loyalty and propensity to lead to cross-sell opportunities.

Survey Reveals Disconnect in Social Media Marketing Programs

2007-10-30T17:10:00.000-04:00

Coremetrics released results of its second annual 'Face of the New Marketer' survey. This poll of marketing professionals found that social media marketing is quickly gaining popularity as a way to gain competitive edge. However, the survey also revealed that time and budget allocations are not yet reflective of this trend.

The findings included the following:
A clear disconnect between the desirability of social marketing and the budget allocated to it:
-- 78% of respondents see social media marketing as a way to gain
competitive edge, but only 7.75% of total online marketing spend is
devoted to it.
-- This compares with an average of 33% of spend going to online
advertising and 28% to online promotion design and implementation
However, progress is being made in the field:
-- 58% of respondents have implemented user generated content or reviews
in the past year
-- 31% of respondents have implemented a blog in the past year
-- 25% of respondents have implemented an RSS feed in the past year

Search Now Tops for Local Information, says Survey

2007-10-11T15:05:00.000-04:00

DDI: 182

Some interesting findings emerge in Nielsen's new survey about local search behavior. Approximately 2000 U.S. consumers were randomly selected from the Nielsen//NetRatings MegaPanel to participate in the survey. Of particular note:

A majority of the survey respondents (73%) say they are over-exposed to advertising. According to the survey, only 24% of people say their shopping habits are never influenced by the ads they see. A roughly equivalent number (72%) say they would prefer finding products and services via search rather than having ads pushed to them. Among the 73% that said they were exposed to too many ads, an overwhelming majority (91%) would prefer using search vs. having ads sent or pushed to them.

Marketers deploying search enginge optimization or keyword strategies for a localized campaign should take note of the Nielsen data for guidance on best practices. This data is particularly useful for campaigns that integrate sponsored links with mapping technology for direct clickthrough to local sites.

Survey Reveals Disconnect Between Madison Ave. and Main Street

2007-09-24T10:43:00.000-04:00

Adweek and JWT today announced the results of the "Ad Industry Perception Survey," an extensive assessment drawing the line between the media-created perception of the industry and the real opinions held by American adults. Survey results indicate that Americans' view of the advertising profession could use an overhaul. In terms of respect for profession, only 14% of the sample say their fellow Americans respect ad people, besting, "national politicians" (10%) and "car salesmen" (5%). The top three most respected are: "military personnel" (79%), "physicians" (75%) and "teachers" (71%). The survey also underscores a direct relationship between the perception of the ad professionals' status, and the perception of what they do--most of which is deeply resented:
84% agreed strongly/somewhat, "Too many things are over-hyped now."
74% agreed, "The Internet helps me make better product choices."
72% agreed, "I get tired of people trying to grab my attention and sell me stuff."

I find this study highly insightful and relevant to the challenges advertisers and marketers face in an increasingly fragmented multimedia society where consumers are demanding messages that inform and entertain. Brand managers and media buyers who relish data to inform their next consumer-focused messaging strategy should read the full Adweek report in detail.

Consumers will now pay more for healthier goods, says survey

2007-09-04T12:46:00.000-04:00

DDI: 119

US consumers are willing to increase grocery spending on healthier foods says a recent survey sponsored by the United Soybean Board (USB). According to a report from Global Industry Analysts earlier this year, higher incomes, lifestyle changes, growing health awareness, an aging population and a preference for convenience foods are driving the functional foods and drinks market. Unlike in recent years, 60 percent of consumers indicated they are willing to pay extra for healthier foods. This reverses a four-year downward trend. Marketers who use health-focused grocers, such as Whole Foods (DDI 122, +3) and Wild Oats (DDI 136, +4.1), should carefully consider these data when planning new point-of-sale shelf strategies, in-store cross-promotion tactics, or launching new products in retail outlets.

Teen Survey Says Family Ties Make Them Happy

2007-08-20T12:13:00.000-04:00

DDI: 133

Front page coverage in print and at online media sites proliferated the data in this AP/Knowledge Networks study of teenage attitudes toward happiness and prosperity. Although the survey was administered on behalf of client MTV, the widespread prominent coverage of the results is likely due to a general media perception that teens are overcome with existential angst and social malaise. These rosy results present marketers with pertinent statistics to approach an often elusive teen segment with messaging that can hook products to the overall family experience. Rightly so, we'll likely see an increasing number of alternative media campaigns with teen-focused products that inspire happiness and long-lasting family relationships, akin to the old AT&T "Reach Out and Touch Someone" television spots. Marketers should turn their backs on the potential sample bias accrued in these data from an online panel since many of the questions required open-ended responses. Moreover, those marketers planning near-term digital campaigns targeting teens should consult the snippets of findings within the complete study before investing their marketing dollars.

ACSI Shows Small Uptick in US Customer Satisfaction

2007-08-15T08:11:00.000-04:00

The University of Michigan's latest American Customer Satisfaction Index rose 0.1 percent in the second quarter of 2007 from the first, to 75.3 on a 100-point scale.
"Customer satisfaction is pretty flat and consumer spending is slowing down," Claes Fornell, professor of business administration and founder of the index, said in a statement.
Customer satisfaction has improved for nine consecutive quarters, according to the survey. But the latest survey showed former leaders like Google, Apple and Toyota falling slightly. Customer satisfaction with automobiles rose 1 percent to a high of 82, driven by greater satisfaction with domestic and European brands.
Overall satisfaction with the PC industry fell 3 percent to 75.

Prius Top of Mind as Hybrid Car, says Survey

2007-07-06T11:30:00.000-04:00

DDI: 144

More than half of the Prius buyers surveyed this spring by CNW Marketing Research of Bandon, Ore., said the main reason they purchased their car was that “it makes a statement about me.” Only a third of Prius owners cited that reason just three years ago, according to CNW, which tracks consumer buying trends. CNW's study is timed perfectly with the buzz around the "Live Earth" global concert this weekend and fuels interest in its client's (Toyota) green message. I find it strange that such A-tier media like The New York Times would feature the survey data so prominently in its coverage given that it has no comparative data on competitive manufacturers to support the findings. Nonetheless, these data and its coverage boosts Toyota's Data Dump Index considerably (122, +5). Cause-related and event marketers considering green campaigns with Toyota's sponsorship or brand presence are wise to jump on the manufacturer's marketing bandwagon now than in six months.

Healthier Food Choices will Drive Food/Bev. Industry

2007-06-19T13:31:00.000-04:00

DDI:87

The survey also found that most food and beverage firms continue to aggressively market foods to baby boomers and Generations X and Y, who embrace healthier eating habits. The survey was conducted using an online questionnaire that generated 131 valid survey responses between November 2006 and January 2007.

More Than Three-Quarters of Consumers Want HDTV, says Survey

2007-06-15T09:51:00.000-04:00

DDI: 101

These are dubious survey data on consumer attitudes and awareness of HDTV given that Hitachi is the blatant sponsor and primary PR engine behind the widespread coverage of the numbers. Some have liberally listed the key findings by segment, such as the interest level in owning an HDTV based on household income splits. Marketers planning high-definition advertisements geared toward lucrative consumers who own or are considering HDTVs should not be swayed by these accelerated technology adoption projections. Furthermore, the Data Dump Index of Hitachi (133), Sony (155), Panasonic (150), and other HDTV manufacturers remains stable in light of this latest report.

Survey: US Airways Ranks Last in Customer Satisfaction

2007-06-06T13:23:00.000-04:00

DDI: 92

While Consumer Reports remains the bastion of objective reviews on consumer products and services, its latest survey of airline customers leaves lots of questions up in the air. For instance, few news reports covering these results have indicated whether CR surveyed a representative sample of travelers from each airline. Although it boasts more than 20,000 respondents, there is no indication whether the "dissatisfied" segment are airline loyalists or one-time disgruntled travelers. Furthermore, it is unclear whether the survey was conducted during the year-end holiday season when travelers tend to be more outspoken about airline delays and poor service. Marketers considering near-term campaigns involving on-board airline exposure, (i.e., in-flight magazines, radio, and television) should continue as usual. The Data Dump Indices remain unchanged for US Airways (DDI 113), Jet Blue (DDI 101), and Midwest (DDI 98) cited in these results.

Airline Customer Satisfaction Nose Dives, says Survey

2007-05-15T10:17:00.000-04:00

DDI: 144

University of Michigan has built a highly credible and widely quoted customer satisfaction index for many brands across diverse industries. This latest study shows some steep declines in customer sat for many major airline carriers. The university's methodology involves a survey on a customer's overall satisfaction with airline, likelihood to fly again with airline, and likelihood to recommend the airline to others. The three metrics create a highly stable customer loyalty index that can be tied to customer needs and business processes to improve long-term customer satisfaction and profitability. One minor flaw in UM's approach was gathering data duing the first quarter when airline customers are still reeling from the delays of the year-end holidays. But marketers who leverage airlines as a marketing tool (i.e., on-board magazines and radio spots, and video commercials) should heed UM's new numbers and re-consider near-term plans involving Delta (DDI 112, -3) and United (DDI 123, -2).

Nearly Half of Americans Have 'No Use' for Technology, says Pew Study

2007-05-09T11:59:00.000-04:00

DDI: 109

Pew's stellar reputation for conducting insightful research about the online attitudes and behaviors of Americans is slightly compromised by its latest study on how we use technology. More than half of the respondents were surveyed online, which undoubtedly leads to sample bias and an uncharacteristic representative sample of the population. Pew further attempts to segment respondents into Claritas-like clusters, labeling them based on their affinity or aversion to various types of technology. Digital marketers considering targeting these new segments for their next online or mobile campaign should supplement this research with more reliable market segmentation studies (i.e, Forrester or Gartner) before investing their resources in campaigns involving online search optimization or pay-per-click customer acquisition tools.

Malls Afford Convenience and Little Else, says Survey

2007-04-25T09:39:00.000-04:00

DDI: 128

Shopping malls, once a mecca for bargain hunters and big-chain anchor stores, are now perceived to be mere gathering spots for browsers to congregate, grab a meal, haircut, and watch a movie, according to this survey by the International Council of Shopping Centers. The study fails to attribute this shift to the encroachment of online retailing on in-store profitability. That's where I think the media covering these data have not done their homework. While malls continue to afford shoppers the convenience of one-stop shopping, the same luxury is embraced by online shoppers, which clearly has cannibalized revenues of brick-and-mortar establishments. Marketers considering newspaper campaigns that attract Sunday shoppers to local malls need not worry about the impact of this study and should continue to consider customized digital campaigns as cross-selling, multi-channel revenue growth strategies.

Survey questions quality of bottled water

2007-04-10T14:21:00.000-04:00

DDI: 92

Gallup's consumer survey of bottled water drinkers received waves of coverage during the last week since it's findings were quoted by a sports nutritionist speaking at a medical industry conference. Some media, in reporting the findings, supported the nutritionist's point of view by quoting other credible research sources. However, Gallup's reputation is enough to increase the Data Dump Indices for the leading bottled water brands, such as Aquafina (DDI 122, +1), and Dasani (DDI 121, +1).

Sincere Apologies

2007-04-10T14:17:00.000-04:00

It's been way too long since my last entry. I've been catching up on things known as work and family. But I hope to find more time now to start posting again. Thanks for your patience.

Online Shopping Saves Money, says Survey

2006-10-27T12:59:00.000-04:00

DDI: 91

Comparison shopping has never been easier online given the spate of new bots available that scour e-tailers for the best deals. This survey conducted by one of those online tool vendors will uncover little meaningful data for marketers to leverage as the upcoming holiday season rapidly approaches. The vendor's spokesperson even conceded that the survey compared "apples and oranges" somewhat because it compared the "average" offline prices with the "lowest" online prices. Better sources for average online spend and the habits of online comparison shoppers will undoubtedly accelerate in the coming weeks as eMarketer, Forrester and Shop.com release their fourth quarter projections. Stay put and tuned.

Holiday Spending Survey Findings Disagree

2006-10-19T13:45:00.000-04:00

Two surveys projecting consumer spending on year-end holiday gifts provide differing opinions on the rosiness of the upcoming season. The National Retail Federation's comprehensive study covers a nationwide rep sample of consumers and is an excellent source for marketers to access tracking data year-to-year. Released simultaneously, however, is the University of Florida's localized version that surveys state residents on upcoming spending patterns. NRF paints a rosy view while the university forecasts a down period. While marketers might quickly jump on NRF's assessment of the state of consumer discretionary income levels I find a more focused viewpoint likely brings about less directional advice on how to allocate marketing resources for the fourth quarter. Marketers segmenting consumers based on these data into potential spenders and re-gifters, for instance, should consider all data points equally before moving forward with year-end resource allocations.

CEA Survey Reveals Top Year-End Holiday Gift

2006-10-17T13:16:00.000-04:00

DDI: 89

No surprises that a survey of adults reveals that MP3 players lead the gift wish list for the consumer electronics category. Nor is the finding that digital cameras are tops on the gift giving side of the fence this year. What's most pressing about this Consumer Electronics Association-sponsored piece of research is it is likely intended to stir interest in the glitz and ritz around its upcoming trade show where vendors will be touting and pushing these high-priced items to story-hungry media who will, in turn, tout and push them to consumers via ritzy and glitzy trade features (which happen to juxtapose ads for iPods and SureShots). High-tech marketers well in the throes of their media buying for year-end holiday ad spaces and promotion pushes should gloss over this research as "nothing new here" and continue their strategies status quo -- until some better data become available on consumer attitudes toward electronics from more reputable research firms.

Strategic Vision's Total Value Study on Autos Drives DDIs Higher For Toyota, Honda

2006-10-11T09:22:00.000-04:00

DDI: 192

Rare is the auto study that can drive marketing insights on leading brands to new levels, especially the Data Dump Indices of Toyota (DDI 142, +3) and Honda (DDI 144.2, +3.2), two manufacturers that continue to outpace American companies in consumer mindshare and brand equity. As Strategic Vision's graph confirms, the total value equation for auto purchasers continues to be fueled by trust and incentives, two leading indicators of brand performance.

Marketers of infrequently purchased merchandise, such as furniture, jewelry, and even high-tech consumer goods should take note of this study as general guidance of how consumers think about brand decisions. Automotive marketers in particular, however, should uphold these data with high regard when planning near-term moves that affect market share momentum and customer retention strategies.

Consumers Trust Traditional Media Most, says Lexis/Nexis Survey

2006-10-09T13:28:00.000-04:00

DDI: 144

A quite comprehensive study from Lexis/Nexis when coupled with the findings from Pew's recent study on media preferences provides a useful profile for marketers leveraging traditional media to reach adults with high-profile psychographics. The findings show that when consumers are faced with major events that significantly affect their lives, such as a pandemic or an ominous hurricane, their trust mostly remains with traditional media, such as professional journalists at mainstream newspapers, magazines, television and radio, versus emerging media sources created by citizen journalists including Internet-only publications, blogs and podcasts. The Data Dump Index, however, for technology manufacturers of emerging media enablers, such as Typepad (DDI, 103), remain unchanged until after Nielsen data are released following November Sweeps.

Women Choose 'Casual' Videogames Over TV, says Study

2006-10-03T12:41:00.000-04:00

DDI: 89

Little value is garnered from the gender segmentation of this study on the habits of video game players conducted, dubiously enough, by a video game marketer. PopCap Games oversells the data in its press release and even attempts to substantiate the findings via a third-party psychologist who endorses the behaviors uncovered in the survey. Although a research supplier fielded the study it is not revealed if it weighted the final data set to compensate for the oversampling of females in the final respondent base. As such, these data do not affect the Data Dump Indicies of leading video game manufacturers such as Nintendo (DDI, 122) and Sony (DDI, 119). Net-net is that this study is "game over" for marketers seeking to capture mind share of females via video game promotions and events.

Consumers Willing to Pay More For Technology, says Accenture Survey

2006-09-22T13:14:00.000-04:00

DDI: 111

Accenture's insights on consumer attitudes toward technology will likely be largely accepted among high-tech marketers because of the firm's strong track record to place large studies in A-tier media, including the industry trade magazines. That's an unfortunate consequence of this study, which is flawed in its methodological approach of gathering consumer insights about technology through an online survey where an inherent bias to high-tech attitudes exists. I would much prefer to use the data from a phone study, as some other researchers out there have done. Nonetheless, because of the media penetration this study will bear, I increase the DDIs of the big three technology vendors that this study affects -- namely Apple (DDI 154, +5.3), Microsoft (DDI 163, +4.2), and Dell (DDI 133, +2.2).

Nielsen Survey Confirms Users of Online Music Space

2006-09-21T19:45:00.000-04:00

DDI: 145

The Nielsen survey confirms that 68% of Music Choice On-Demand usage is by the highly prized 12-34 demographic, and 40% of usage is attributable to the 18-34 demo. Additionally, a significant number of those viewers come from upscale households with access to disposable income. Online advertisers and digital music marketers take note -- these data are not directionally focused but factually trendable. Music site usage by the target demo will likely rise in the near term. The confirmation by this research increases the Data Dump Indices of P2P sites and services such as Napster (DDI 129, +3.3) and Mozilla (DDI 113, +1.8).

Survey Links Snacks with Guilt

2006-09-14T14:29:00.000-04:00

DDI:72

This Dole-commissioned poll of women only is but a shill for its nutrition institute that promotes healthy eating of, naturally, Dole fruits and vegetables. Should any categorical data correlate in this survey, such as guilt and type of food, marketers of food products would be better served by looking for more relevant, and reliable, information elsewhere. The Data Dump Index of such snack food leaders as Frito Lay (DDI, 133) and even Pringles (DDI, 109) are not affected by the release of this survey.

Researchers Uncover the Jet Set's Shopping List via Survey

2006-09-05T11:43:00.000-04:00

DDI: 113

A quite dubious tidbit about this well-publicized report is that the authors are promoting a book, too, about the lifestyles of the rich, but not really famous. Marketers, however, should take note of the data herein because on the whole the research they've done is quite good and valid. Worthy for tactical campaigns are the factoids on discretionary spending, mean age, and shopping categories. While other studies exist and I have covered them previously in this blog, Grove and Prince appear to have outdone them with their specific segments within the segment -- namely the behaviors and attitudes of wealthy on a whole cadre of consumer categories.

InfoTrends Survey Reveals that Retail Digital Print Volumes are Rising in Western Europe

2006-08-24T13:47:00.000-04:00

DDI: 98

The clear flaw in the methodology here is the sampling of online users, who no doubt are biased toward their likelihood of digital camera adoption and use. Moreover, secondary sources can verify that Europeans typically are early adopters of new technology. International marketers of electronic consumer goods, therefore, cannot gain much further insight from this study and should seek data from more reputable resources, such as Jupiter, eMarkter, and Forrester, before making any decisions related to segmentation or marketing mix models.

Survey Says Obese Claim to Eat Healthy

2006-08-07T09:12:00.000-04:00

DDI: 101

Rare is the time that an exhaustive piece of research attempts to drill down into one population characteristic; here it is obese people and the sample of 11,000 is quite ambitious. Yet, despite the effort, I find these data highly suspect, largely because the data gatherer is a healthcare research firm likely doing business many a food packaged goods manufacturer. If marketers require data on the habits of obese consumers (a growing segment, to say the least), they are better off conducting primary studies of their own than relying on this study.

Online News Audience Growth Slows, says Pew Survey

2006-07-31T12:54:00.000-04:00

DDI: 146

Most shocking from Pew's study of the use of online media properties is the finding among the key demographic of 18 to 34-year-olds. Their propensity to read news online rose only 1 percentage point to 30 percent during the past six years. The shakeout of pure-play Internet media properties, such as USA Voice (DDI 42, -6.3), will undoubtedly continue as this study winds its way into the public mind share via articles in printed and electronic media (see link to Washington Post article). Meanwhile, I cautiously raise the Data Dump Indicies of print media with online properties as they continue to invest in ways to capture new readers via the Web. The story continues to unfold...

Survey of the Blogosphere Uncovers 12 Million Bloggers

2006-07-20T12:00:00.000-04:00

DDI: 155

Pew has outdone itself by benchmarking a new demographic -- the percent of Internet users who maintain blogs. The implications of this study on marketing decisions will be far reaching and marketers should carefully consider some of these data for targeting blog users and when considering advertising on popular blogs. Absent are data on the growing popularity of video blogs, but marketers should continue to keep this outlet on their radars when making a push to interactive media. The Data Dump Indices for blog hosting sites will only move higher the more relevant data I can associate with their mind share potential. This study therefore directly affects the DDIs of sites such as Typepad (DDI 101, +4.3) and Blogger (DDI 111, +3.8).

Faster Broadband Increasing Demand for Consumer Electronics, says RVA Survey

2006-07-13T12:18:00.000-04:00

DDI: 82

Flawed logic taints the conclusions drawn from this survey of consumers with broadband access. The finding that 80% of those with direct fiber connections are interested in more applications is likely dependent on the standing fact that they all ready own the technology. It's like asking a XBox owner if they want more video games -- of course, they do. A less biased study might arise from a more representative sample of technology adopters and those averse to new technology. Marketers, thus, should pass over these findings and look for better data from Gartner or Forrester.

Sony Tops Harris' Best Brand Survey -- Again

2006-07-12T14:51:00.000-04:00

DDI: 161

Harris Interactive's annual online poll is the bellwether consumer-focused study on brand awareness and preference. Marketing decisions focused on increasing brand equity ride on these results and this year should be no different. The ranking provides a snapshot of the consumer landscape, which appears to be more stable given Sony's continued dominance for seven years and the bunches of technology companies in the top 10. Indeed, the Data Dump Index for each of these leading brands will increase proportionally with these data and I encourage high-tech marketers to feed the DDIs into their marketing mix models before their next brand equity strategic planning sessions.

Smarter Phones Could Drive Content Consumption, says Survey

2006-07-10T10:55:00.000-04:00

DDI: 144

M:Metrics' conducts extensive research on consumer use of mobile media -- everything from ringtone purchases to mobile gaming use, and text messaging activity. These data are highly relevant to marketers looking to optimize the mobile channel as a way to reach GenXers and road warriors. A big plus to this survey is its global reach. I eagerly await the findings as they affect the Data Dump Indicies for leading mobile providers such as Verizon (DDI 133, +3.3), Cingular (DDI 128, +2.8), and T-Mobile (DDI 118, +4.1), all of which are exploring ways to add rich content to their service as a means to enahnce their value proposition in this highly competitive industry.

Survey Reveals Shoppers Spend More Time During Extreme Weather Days

2006-06-26T12:35:00.000-04:00

DDI: 83

The correlation between weather and shopping has long been drawn and discussed so here I find nothing noteworthy. It would be illogical, for instance, to conclude from these numbers that Wal-Mart (DDI 144) or Target (DDI 132) have higher revenues in the hurricane belt vs. southern California. The visceral experience of shopping has more to do with the ambience and layout of the store itself, than the raindrops or snow falling outside of the building -- any reader of Paco Underhill will confirm, too. Marketers planning point-of-purchase promotions at large retailers should overlook this survey entirely for their next program that includes geographies of unpredictable weather. 'Nuf said.

Small Companies Unprepared For Disasters: AT&T Survey

2006-06-21T15:00:00.000-04:00

DDI: 94

AT&T's fifth annual study of disaster recovery efforts elicits the voice of the IT segment among small businesses, many which look to marketing collateral for making final purchase decisions on servers, fault-tolerant IT systems and the like. Marketers of these products might look twice before considering these data when planning campaigns to reach entrepreneurs with backup and recovery related products. This survey's faults lie in the validity of AT&T's survey method -- did it strictly poll customers familiar with its own products and services?

Survey Reveals Multichannel Shopping Habits of Electronics Shoppers

2006-06-20T12:39:00.000-04:00

DDI: 112

Although the readers of Home Electronics Journal comprise the convenience sample for this survey, I must urge high-tech marketers to take note of this study for its affirmation that the purchase experience of high-ticket electronics is still a multi-channel affair. Of particular note is the affluent segment, which is most apt to research the product online, but forego the intangible, impersonal Web experience to make the purchase at the retail store. The Data Dump Indicies of such outlets as Best Buy (DDI 144, +3.3), Circuit City (DDI 138, +2.8), and Wal-Mart (DDI 166, +2.3) move higher as consumers will likely be exposed in the near term gift-buying incentives from these businesses. Despite surging gas prices, I have every reason to believe that these survey findings will support each of their marketing tactics for reaching the consumers online but completing the sale at the store.

Consumer Reports Survey Uncovers Best Chain Restaurants

2006-06-14T10:54:00.000-04:00

DDI: 155

Consumers are becoming more critical of requirements and preferences for casual dining restaurants as a once-a-week experience grows more expensive from rising gas and food prices. This survey comes from a highly trusted resource and marketers should gobble these data when planning couponing or direct mail programs to reach casual diners. The credbility and validity of these findings are so high, in fact, that I raise the Data Dump Indices of several leading restaurants in this space, including Cheesecake Factory (DDI 109, +2), Macaroni Grill (DDI 106, +2), and TGIF (DDI 114, +4.3).

Survey Profiles Average VoIP User

2006-06-12T14:11:00.000-04:00

DDI: 103

More-credible sources than this are at the disposal of marketers attempting to profile and reach consumers of the burgeoning market of VoIP. TeleGeography Research's study might be useful for directional purposes, but I cannot move the Data Dump needle on VoIP providers such as Vonage (DDI 143) and 8x8 (DDI 97) because of these findings. As such, I expect more relevant data will emerge on the habits and customer insights of VoIP subscribers from Forrester, Gartner and the like and will make necessary adjustments to all Data Dump Indices at that time.

Marketers Ambivalent About Emerging Media, says Forrester Survey

2006-05-30T14:12:00.000-04:00

DDI: 102

Forrester's crediblity in tracking the emergence of interactive media affords a close look at these numbers on the reluctance of marketers to embrace the new media to reach prospects and improve customer loyalty. Although the sample size of i-marketers interviewed is small, the data speak volumes on their inherent "intent" to use advertising in video games, mobile marketing, blogs, and other new media. With this information in hand, Forrester's survey places a hold on the Data Dump Indicies of bellwether companies in this space, such as Sega (DDI 142), LinkedIn (DDI 54), and Ryze (DDI 44). iMarketers investing resources in new media activites should carefully consider the opinions of their peers via this survey and hold expdentitures on new media until DDIs for these properties move higher.

Nutrition Tops Shoppers List, says Survey

2006-05-10T13:56:00.000-04:00

DDI 87

Food and beverage marketers tend to trust data on consumption trends from reliable sources such as the Food Marketing Institute, the sponsor of this latest survey on the shift to healthier shopping habits. However, the underlying sample profile is not revealed in this article and until we have evidence that the interviews are not biased toward suburban households with average monthly food budgets of $450 or higher, we cannot urge marketers to leverage these findings when planning in-store promotions around nutrition benefits. Moreover, this survey will have no effect on the DDIs of leading health food grocers, such as Whole Foods (DDI 98), Trader Joes (DDI 142), and Wild Oats (DDI 130). We will continue to investigate this study in the coming weeks.

Accenture Finds Consumers Desire Automotive Telematics

2006-04-12T12:49:00.000-04:00

DDI: 101

The reliability of the data from this online/phone hybride survey is questionable, given the small sample size and the diversity of the respondent age range. However, those marketers looking to fill profiles of technology-averse consumers should not simply glance over these findings. Accenture is one of the few consultancies that that covers telematics and its discovery that 84% of car owners want the feature is notable. Thus, the Data Dump Index for automakers such as Chevrolet and General Motors, which both tout the feature in its newer models, moves higher for the quarter.

Ipsos Insight Study Sees Internet Adoption Cooling

2006-03-30T14:36:00.000-05:00

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

2006-03-29T14:21:00.000-05:00

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

2006-03-27T14:05:00.000-05:00

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

2006-03-23T12:12:00.000-05:00

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

2006-03-21T17:25:00.000-05:00

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

2006-03-19T13:35:00.000-05:00

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

2006-03-16T15:35:00.000-05:00

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

2006-03-14T18:39:00.000-05:00

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

2006-03-13T18:34:00.000-05:00

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

2006-03-08T15:12:00.000-05:00

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

2006-03-07T15:22:00.000-05:00

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

2006-03-06T16:36:00.000-05:00

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

2006-03-03T14:57:00.000-05:00

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

2006-03-02T12:56:00.000-05:00

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

2006-03-02T12:36:00.000-05:00

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.

ACSI Retail Scores Advance Again

2006-02-21T10:35:00.000-05:00

DDI: 97/100

The bellwether researcher on measuring consumer satisfaction has released its latest retail and e-commerce results for 4Q05 -- and the news is good. Sometimes their insightful commentary speaks for itself: "The American Customer Satisfaction Index (ACSI) advances for the third consecutive quarter, led by Target, Kohl’s, Amazon, J.C. Penney, and Costco. The Index is up 0.4% over the previous quarter to an aggregate score of 73.5. However, it remains slightly below the score for the final quarter of 2004, which was 73.6. As worker productivity fell in the fourth quarter of 2005, quality and customer satisfaction picked up: the quality of economic output increased but the quantity of output (per worker) declined. Falling productivity is usually regarded as worrisome, but in the light of rising consumer utility, it is not necessarily bad news since improvements in customer satisfaction often lead to increased consumer demand in the future."

The Data Dump salivates over impeccable studies like these because I can confidently tie these data on consumer opinions to the companies they affect. So with customer sat. on the rise for retailers, the DDIs for businesses like Kohl's and Amazon will improve for early 2006. Subsequently any DDIs that combine retail satisfaction attitudes with customer behavior on shopping experiences will also improve. Marketers in need of such DDIs for planning near-term retail messaging strategies should contact us as needed.

Poor Execution Flaws Customer Experience Survey

2006-02-20T08:09:00.000-05:00

Data Dump Index: 47/100

This survey on how companies manage their customer experiences and build customer relationships is fraught with problems on methodology and execution, thus tainting any if not all of the data herein. The third-year study, conducted by a firm called Strativity Group, is a self-selected web-based survey that uses a 10-point agreement scale to measure the key metrics. This unbalanced scale will likely produce weak correlations for tracking purposes. Moreover, the segments the study builds are around region and company size; no where are data gathered on respondent titles or types of companies leading to underrepresentation of critical customer-facing behaviors within organizations. Marketers should only look to these results for directional reasons when attempting to understand trends in customer experience management and should compare with more credible data from companies such as Gartner or Forrester for more concrete understanding.

Research on Hotel Booking Behavior is Not Reserved

2006-02-17T09:45:00.000-05:00

DDI: 84/100

Attitudes toward hospitality vendors shift like the wind and tracking studies abound to keep abreast of changing consumer travel behavior. Harris Interactive, here, presents some hard-to-find data on browse-to-buy activities among dot com travel companies that may surprise some marketers in the industry. Of particular note is that frequent online shoppers, those who say they research online more than seven times per year,
rate visuals as “very important” (37%), more often than any other factors for travel sites. Something to consider when adopting online strategies to reach consumers with discretionary income to burn.

Pew Research Reveals Web is Choice Medium for Fun

2006-02-16T12:34:00.000-05:00

DDI: 93/100

You can always count on Pew Internet for reliable, credible data on consumer Web surfing habits. This latest study builds the ever-morphing picture of how people use the Web. Widespread coverage to date has been fair and accurate, too, and the Data Dump Index reflects this. Marketers that need confirmation that consumers use the Web for activities unrelated to shopping, purchase research, and e-mail can look here to find these data among several key demographics.

Online Security Firm Develops Internet Confidence Index

2006-02-15T14:18:00.000-05:00

DDI: 81/100

At first glance of the press release (linked above), marketers in high-tech might wince at the methodology and credibility of the Index, developed by an online security firm. But I beg to differ. Here we have the beginnings of what could amount to be a valid source of consumer and business confidence in online transactions and commerce. With a little further development, marketers might now have a source to benchmark the "safety" of their online campaigns against an independent benchmark.

Finance Magazine Surveys Readers on Retirement Knowledge

2006-02-13T14:22:00.000-05:00

DDI: 55/100

The stories I've seen on this research so far seem to regurgitate Kipplinger's press release on its phone survey, which likely included the bias of its readers. As such, I cannot recommend that marketers gathering data on seniors and retirement attitudes tied to financial habits look too closely at these results. Time is better spent digging through more sophisticated studies, such as those done by mutual fund companies or third-party research firms.

Dubious Research Highlight College Grad Online Habits

2006-02-12T11:07:00.000-05:00

DDI: 47/100

The two studies summarized here (linked above) do little for marketers to see the full picture of the Web purchase habits of the recent college graduate demographic. Tainting the results is the questionable motive of the two companies sponsoring the research, both of whom target the under 30 crowd as the crux of their customer base. These data should bear no influence on marketers purchasing online ads as a lead generating mechanism or click-through purchase system in the near term.

IndustryWeek Exposes Nonsense in Survey Data

2006-02-08T12:44:00.000-05:00

Now and then I like to recognize those in business media who jump on my data dump bandwagon and dig up the mucky and murky surveys that come across their desks. Here, IndustryWeek reporter Traci Purdum does justice to divulging the puffery in holiday-timed surveys and other PR survey "data." My favorite insight of hers is that the media are actively looking for good metrics to fill story holes -- but there is just not enough out there. Note to Traci and other journalists -- we're here to help!

Comparative Estimates on Valentine's Day Spending

2006-02-07T12:26:00.000-05:00

Consumer Spending on Valentine's Day

A spate of consumer surveys on their spending amounts for Valentine's Day confirms increases from last year. The Data Dump algorithms consider these survey results and conclude that spending on average will increase to $79 for 2006 (see graph). Marketers should note that this is likely due to increases in discretionary income that stem from improvements in the overall economy and generalized good feelings among consumers. But factors such as these could be fleeting and marketing plans around other impending heavy spending holidays (such as St. Patrick's Day and Easter) could prove less fruitful.

Ipsos Poll on Music Habits Skews Older

2006-02-06T11:28:00.000-05:00

Data Dump Index: 71/100

Further inspection of the topline results to this Ipsos/AP telephone poll on music purchasing habits shows that more than one-third of the respondents were aged 50+, hardly the demographic for accurately predicting market effects for downloadable music sales. However, the survey does shed some bright lights on points of music purchase and music tastes. Marketers in need of these insights might have Ipsos replay the numbers on the younger segments to tune into their needs more specifically.

Ads On Google Better Than Other Engines, says Survey

2006-02-02T10:10:00.000-05:00

DDI: 88/100

We know Google is king of onlne ad-related search results. But beyond the mediocre facts in Outsell's simple survey of online advertisers lie some notable nuggets that marketers might find useful -- among them that Outsell predicts that online marketing spending would grow by 19 percent, with search marketing increasing by 26 percent. Print spending, by contrast, will increase by an estimated 3.3 percent, while TV and radio will grow by a mere 2.4 percent.

Cellphones top list of business travelers gripes

2006-01-31T12:09:00.000-05:00

DDI: 81/100

Carlson Wagonlit Travel included global prospects and customers in its respondent base -- a good sign to balance the potential results bias toward heavy travelers. The inherent value for marketers here might be what is positioned as a pet peeve among travelers -- that 61% of respondents would like to see the end of cellphones on planes. Those attempting to reach business travelers with text-to-cell messages might put this data in their back pocket before planning their next campaign.

Kiss Off Data in Valentine's Surveys

2006-01-30T14:37:00.000-05:00

We expect a crop of surveys to emerge this week on the consumer spending patterns and totals around Valentine's Day. Marketers should be cautious of the data sources, which have been notorious for their overabundent use of convenience samples and loaded questionnaires to generate dubious results. The above links are two such examples that showcase how companies leverage the holidays to push hidden product promotions among vacuous factoids. How sweet it is?

Survey on Video Games Scores Lots of Media Points

2006-01-27T12:21:00.000-05:00

DDI: 70/100

Lots of coverage to be found in print, online, and over the airwaves for this little diddy on daddy's and mommy's attitudes toward gaming. But unless the full AP story appears, marketers might miss the full picture: that respondents were surveyed just prior to the year-end holiday buying rush when video games are top-of-mind for purchase intent; their answers might have been justifying the large expense on the product.

55% of U.S. Small Business Owners Expect Strong Valentine's Day Sales, According to Survey

2006-01-25T12:01:00.000-05:00

Data Dump Index: 39/100

Watch out when vendors survey their customers to create fodder for promotional and puff pieces pushing their business -- the data are fodder, too. Here we have an e-mail marketing list manager asking its clients about online campaign use and leveraging Valentine's Day as a hook. Fodder in, fodder out!

Super Bowl Ads Miss Mom Market, Says Survey

2006-01-23T16:31:00.000-05:00

DDI: 38/100

Expect weak projectable data to the overall "mom" population from this haphazard study of mothers who watch the big game. For directional purposes, however, marketers interested in the sports and leisure habits of American mothers might glance at the press release (linked above) but nothing more. We find this study more about promoting the coalition that sponsored it than the motherly advertising media buying advice it portends.

Survey Houses Home Buyer Data

2006-01-20T16:53:00.000-05:00

DDI: 67/100

With the seller's housing market waning, this survey of home buyers might have been done at an inappropriate time, although the respondent base is culled from a database of deeds and might not reflect attitudes of recent purchase experiences. Nonetheless, the demographic data alone is worth a look if marketers need information to complete their profiles of consumers of high-priced investments that require some kind of long-term commitment.

Too Many Disconnects in Sprint's Wireless Phone User Survey

2006-01-18T19:33:00.000-05:00

DDI: 55/100

With wireless phones rapidly growing as a direct marketing and advertising channel, executives promoting products to technology-conscious consumers will find only a smattering of worthwhile data points in this study. Among them: Respondents use their camera phone while shopping (18 percent), to retrieve maps or directions (63 percent) and for business purposes (15 percent). But that's about it. Also note the sample favors females and consists entirely of current cell phone users.

Wealth Survey Fails to Hit Data Lottery

2006-01-16T09:03:00.000-05:00

DDI: 48/100

Don't be persuaded by the headline to the story linked above about this survey that examines consumer wealth accumulation strategies. The 20% of Americans who claim the lottery will pave their way to riches are likely part of a convenience sample that Opinion Research used to gather data for this puff piece to promote a website called "America Saves," which incidentally is sponsored by its client and a host of others. Marketers who need data on consumer saving attitudes should seek more reliable alternative data sources.

Marketers Should Gobble Up Data in NPD's Eating Study

2006-01-12T09:28:00.000-05:00

DDI: 90/100

Media Reach: 10
Sample Frame: 10
Interview Bias: 9
Chronology of Interviews: 9
How do the media interpret the results: 9
How do the media present the results to the public: 9
PR factor: 9
Public perception: 10
Weighting of data: 8
Sponsored survey: 7

Now in its 19th year, NPD's study of America's attitudes toward weight and eating habits continues to appeal to mainstream media and consumers alike. In the days ahead, expect a media onslaught, including many sound bites of NPD's President hawking this study and a few sparkling factoids that can sell it -- this year, it's the sudden change in opinion that "thin is in."

Nonetheless, we've poured through reams of articles on the survey, some well-written like the Washington Times piece linked here, and cannot discourage marketers from absorbing its findings wholeheartedly. Good tracking studies such as these are, especially on a topic that directly affects consumption of a multitude of products, from apparel to foodstuff.

Dig in!

Good Deal of Data in Dealmaker's Survey

2006-01-10T16:07:00.000-05:00

Data Dump Index: 68/100

B2B marketers should take note of these survey results for near-term strategic planning of executions around customer satisfaction and loyalty metrics. Although the sample profile consists entirely of ACG customers, we trust that the landscape of M&A activity will continue to accelerate, thus directly affecting how customers of the businesses in the industries surveyed will continue to patronize them during at least the next three years.

CMOs Plan to Increase Online Ad Budgets by 30 Percent

2006-01-09T11:51:00.000-05:00

Now and then we react to news affecting marketing professionals. Here we have a survey of CMOs that shows they plan to up their online ad spending by nearly a third this year. Although we cannot assertively back the validity of the findings, we believe wholeheartedly the marketing spending mix is veering towards online for the foreseeable future.

You'll Need to Dig Deeper to Find Nuggets of Death Data

2006-01-06T15:54:00.000-05:00

Data Dump Index: 71/100

The AP story linked here does little to convey the goldmine of data Pew reveals on American attitudes toward right to life and dying. Marketers of financial products or luxury items looking to build risk assessment profiles of seniors are apt to find valuable numbers in the full report (at http://people-press.org/reports/tables/266.pdf).

And The Survey Says: 'GENTLEMEN, SHARPEN YOUR PENCILS!'

2006-01-05T08:57:00.000-05:00

Data Dump Index: 23/100

This survey earns one of the lowest Data Dump Index scores in months due to the lack of methodology or sample profile insights in the press release and several media reports to date. We have had a difficult time uncovering more information on the validity of these data and urge marketers of feminine products and services to ignore these data when planning near-term campaigns for Valentine's Day. No doubt better holiday-related survey data will emerge soon.

Back to Work: Survey Shows Inadequate Email Storage and Search Features are Hampering Employee Productivity

2006-01-04T16:18:00.000-05:00

Data Dump Index: 84/100

The inherent value in these results, we feel, is not in the e-mail archiving dilemma this summary professes, but rather in the potential opportunities for marketers to target affluent, well-educated adults via e-mail campaigns to their employment addresses. Coupled with these data, and given that a large percentage of similar employees conduct online shopping at the office, a well-crafted message with click-throughs to retail sites would likely be highly successful.

Poll Finds Chinese Citizens Happier in 2005

2006-01-03T11:37:00.000-05:00

Data Dump Index: 71/100

Government sponsored surveys like these, unless administered for census purposes, tend to underrepresent certain demographic segments, such as financial status, to optimize impact on public opinion. We are dubious of the figures quoted here on material life and education level and encourage marketers planning Asian-focused campaigns to cautiously tread here.

Investors Fail "Survivor Skills" Test

2006-01-02T09:56:00.000-05:00

Data Dump Index: 92/100

A treasure-trove of unique data points on consumer attitudes and behavior toward personal finance and investors awaits executives and marketers who need only skim through the bullet points in the summary (linked above). We applaud Securities Investor Protection Corporation (SIPC)/Investor Protection Trust (IPT)for its well-thought methodology, particularly its openness with the 4 percent error margin on the critical data that could largely affect marketing messages aimed at money-conscious consumers. Bravo!

Do More Women Tune In To Podcasts?

2005-12-31T10:20:00.000-05:00

Linux Pipeline | Survey: More Women Tune In To Podcasts

Data Dump Index: 77/100

The convenience sample backing these data would likely skew the results toward technology embracing adults who enjoy the real-time luxuries afforded by online and pod media. The larger trend data, however, moves us to encourage marketers exploring podcasts to place them on their near-term radar when looking to capture mindshare among female consumers.

Pew Examines Gender Role In Internet Usage

2005-12-30T11:47:00.000-05:00

All Headline News - Gender Plays Role In Internet Usage - December 30, 2005

Data Dump Index: 96/100

Pew's expertise in tracking online habits and attitudes is exemplified in the rich data marketers should cull from this report when planning their next integrated campaign involving online advertising or e-mail targeting strategies. One caveat: these data are purely U.S.-centric so plan global campaigns accordingly.

Crystal Ball Survey Peers Into Future Attitudes

2005-12-27T09:07:00.000-05:00

Data Dump Index: 78/100

The demographic segments that emerge from this well-researched survey provide marketers with valuable data to plan campaigns around seniors and Gen-xers, in particular. We reduce the Data Dump Index slightly only on the dubious sponsorship of this project.

Marketers Should Relish C-Suite Data in Entrepreneur Survey

2005-12-22T08:30:00.000-05:00

Data Dump Index: 89/100

Media Reach: 10

Sample Frame: 10

Interview Bias: 9

Chronology of Interviews: 9

How do the media interpret the results: 9

How do the media present the results to the public: 9

PR factor: 9

Public perception: 8

Weighting of data: 8

Sponsored survey: 8

The C-suite segment can be the most elusive opinions to capture in any B2B market research endeavor and that is why marketers should relish the data in this Entrepreneur magazine survey. Be careful, however, not to make general projections of these nuggets to attitudes and behaviors of Fortune 500 executives.

No Mystery Here -- Holiday Customer Service Poor

2005-12-21T08:24:00.000-05:00

Data Dump Index: 54/100

Mystery shoppers investigating the quality of customer service at retail locations nationwide found lots of helplessness and little upselling at the counter. Point-of-sale marketers positioning add-on products, such as gift cards, should consider investigating the year-end holiday track record of a retailer's customer service quality before considering campaigns that target shoppers at their registers.

Survey on Disaster Donations Has Little to Give

2005-12-20T12:28:00.000-05:00

Data Dump Index: 28/100

We're appalled by the lack of thought put into the design of this survey and its inability to substantiate or validate hypotheses around charitable donations to disaster relief causes in light of their recent urgency. We appeal to the sponsors to redo the study by outsourcing it to a well-qualified market research vendor given the potential value of the findings to marketers and executives who need to understand the attitudes and trends among philanthropic consumers.

High-End Shopper Gift Budgets Nearly Double Others, says Survey

2005-12-20T08:48:00.000-05:00

Data Dump Index: 87/100

Shopping in America's intercept study earns high marks on execution and thoughtful analysis of these data on spending patterns and attitudes of affluent holiday shoppers. Marketers take note of the parallels drawn between mainstream and upscale segments and incorprate these findings in go-to-market strategies for messages that target buyers of high-ticket items.

Survey Reveals That Online Shoppers Admit to Giving Inappropriate Gifts

2005-12-19T12:59:00.000-05:00

Data Dump Index: 38/100

Marketers building profiles of online shoppers need only ignore these data on holiday gifts since the survey is grounded on a convenience sample of point-of-purchase shoppers. Moreover, the segments quoted are likely not projectable to the online shopping universe given this inherent response bias.

No Shocking Discoveries in Survey About 3D Films

2005-12-19T09:01:00.000-05:00

Data Dump Index: 44/100

Further inspection of the Opinion Dynamics white paper summary of this survey failed to reveal any description of the survey methodology, customer sponsporship information, sample profile, nor statistical validity to population projections. Thus, we cannot encourage marketers with products or services for "thrill seeking" consumers to use these data with any actionable measures.

Survey Highlights Consumer Frustration With Holiday Shopping

2005-12-18T10:33:00.000-05:00

Data Dump Index: 81/100

Marketers for big box retailers entering the year-end holiday home stretch will find these data useful for targeting last-minute shoppers searching for popular off-the-shelf items. Some 30 percent of consumers said they are willing to travel 50 miles or more from their homes in hopes of finding that perfect gift at another store when it is out of stock at their favorite shopping location.

Could Wi-Fi(R) Save Your Marriage? Survey Reveals How Wireless Technology is Changing Lives

2005-12-13T13:13:00.000-05:00

Data Dump Index: 43/100

The inherent response bias in the self-selected online panel that feeds the data in this survey brings down the overall Data Dump Index on validity and use. Marketers of high-tech products that require message hooks related to consumer relationships or productivity should skip over these numbers entirely.