Stay connected & informed with Employee Engagement surveys In today’s times, because of business problems brought about by the coronavirus pandemic, uncertainty has pushed millions to work from home. It is because of these concerns leaders in many organizations are looking to business continuity strategies they have already put in place. Many have already modified their business operations to accommodate this new reality we find ourselves in – a reality that requires immediate consultation with your employees to try and adapt processes to be more suitable to remote environments. In the current business landscape, with all the challenges and uncertainty brought about by the pandemic, it is critical to know how your employees are handling their work and whether they have the means and the support they need to succeed. Employee engagement seems like a bizarre thought when most of us are displaced and working by means of networks, video chats and instant messages. But what about letting them know they are heard and valued? Lift employee listening with employee surveys If you haven’t already done so, consider engaging with employees with regular questionnaires to check in on how your employees are managing during these unprecedented times. A pulse survey approach can be used with regularly scheduled surveys administered to staff every few weeks or so to track changes as your company implements new ways of managing day-to-day operations in response to COVID-19 and the reopening of the economy. You can use this data to see how your people are adjusting, what they may need or have questions about and areas where you can create more clarity for your staff around new procedures or policies. With more and more employees working from home, it is very important that employees stay connected to your organizational goals and modifiers are made to company cultures to accommodate for this change. Though it may look a bit different than it did a few months ago, listening to employees so you can get valuable information to continue to connect individual work to the greater good is extremely important for engagement and performance. Often it is the small things that are overlooked during times of quick decision-making. For instance, while organizations were busy preparing for overhauls in technology, software and networking capabilities – there was a spike in those working from home experiencing back pain and neck soreness from improper office equipment (Brandwatch Bulletin, 05/05/20). While organizations were preparing their technology capabilities, small things like office chairs, keyboards and mice were of utmost importance to those who have had to shift their way of working almost overnight. A continuance in culture A survey program is a great way to protect your work culture and continue to share your values – live your values. Showing employees their input is heard is vital to getting through this crisis and moving your company forwards both during and after COVID-19. Collecting your employee’s opinions lets them know you care about how they are feeling and managing during what is a stressful and challenging time for them. Employees have been through a lot over these past months and they will need continuing support and guidance from their organization. To move forward, organizations need to continue to show they are listening to their people – looking ahead and adapting to concerns and perceptions and modifying company cultures to accommodate new ways of working. It could be you are looking to get back to the office as soon as possible, or you may be looking to make remote working the new normal for your organization. Employee engagement surveys will give you the information you need to make these organizational changes with confidence. Through employee engagement surveys, you can get help understanding answers to questions like: What concerns or needs do employees have? How are managers handling things? Are employees clear on expectations in this changing environment? Do employees feel engaged? Are they connected to organizational goals? When you uncover issues and concerns among employees, you aren’t just informing your business strategy – you are showing that you are willing to listen to their concerns and act. Ensure employees are getting the right tools and information When you’ve launched your employee engagement surveys, you will gain an abundance of information that will aid in decision-making – both now and in the new reality we will find ourselves in months from now. Employee engagement can be defined as the strength of the mental and emotional connection employees feel towards their places of work. To feel this connection, employees require: The right information The right equipment Managerial and organizational support Valuable insight to support strategic decisions Employee engagement surveys are an important tool in assessing and understanding how your people are coping and adjusting to new organizational procedures as we shift the future of work. They are also a powerful approach to both communicate to your employees that you are listening to their concerns and inform your business strategy. Interested in getting started on an employee engagement program? Contact us! We'd love to chat about getting started.    ...

Market research and data science are related entities; combining the insights from both disciplines leads to a deeper understanding of marketing issues. In general, there seems to be confusion about what “data science” is, and how it relates to traditional market research....

Three of the Biggest Market Research Trends Since 2010 The world of market research has changed, meaning the role of a research supplier has been forced to change. With the evolution of technology, pressure building on clients to solve critical business problems and the need for more agile research solutions, the role of a market researcher can now be defined as an insights professional. Insightrix has responded to the evolution of trends in the industry by shifting our client service philosophy to provide innovative solutions and actionable insights, and by becoming more of a partner to our clients. The following infographic outlines how Insightrix has responded to three of the major trends impacting the market research industry over the last decade and the innovation we've engaged in to meet them. ...

Infographics are a memorable, engaging and flexible way to communicate research data These days, data is everywhere. We get it from our televisions, our computers, our phones, our smartwatches and fitness bands – data is ubiquitous. All that data has one thing in common – it must be communicated in a way that can be readily understood, and if necessary, acted upon in ways that achieve results. But data can be hard to consume without visual aids like dashboards or charts and graphs. In fact, most of us would like to know the gist of what the data is saying - because not everyone gets excited about correlation or predictions. We fitness wearable users crave a clean, easy-to-read dashboard. Would Fitbit have succeeded without one? Maybe so, but...

Media monitoring services have always been an integral way of providing the most important news about brands and their competitors. Though, since the newspaper clipping services of the last century, things have gotten a whole lot more sophisticated. Today’s media monitoring services scour internet blogs and reviews, social media platforms and broadcast media for mentions of your brand. But why would you want to engage a media monitoring service? What purpose would it serve your company and its brand? Read on and find out for yourself why media monitoring is essential. Building & maintaining your brand It goes without saying that you want to know what people are saying about your brand. But what about everything else that’s being said in your industry? What is being said about your competitors? Let’s take a look at how media monitoring lets you learn more about your brand’s marketspace and the position it occupies within it. First, media monitoring lets you find out just how much share of voice your brand is earning. Share of voice is a marketing term that essentially means how much of the conversation in your industry is mentioning your brand by name, i.e., the share of the discourse your brand is receiving. So, if more people are talking about your brand than others, you are getting a greater share of voice than your competitors – go you! And once your brand has built up a good share of voice in its industry, it can show that it has developed some brand equity. This is something you can absolutely use in your business strategies. Second, beyond monitoring share of voice, media monitoring allows you to audit the media presence of your brand’s competitors. Knowing what is being said about competitor brands provides you competitive intelligence you might never had gotten. Further, learning the ways competitor brands are positioning themselves in the market, in the media and on the internet will give your brand the advantage it needs to develop effective messaging and strategy, ensuring it stays relevant and maintains its place in the market. Also, by monitoring the media presence of your competitors, you can keep an eye on the tone of their brand messaging and crisis communications and learn from their successes – and their mistakes. And third, you can learn more about innovation in your industry. Through media monitoring, brands can learn what new trends in technology, processes or methodologies are becoming hot, and what’s on its way out. Through media monitoring, brands are able to stay in front of innovation in their industry. They can foresee changes in the market much better than brands who don’t keep an eye on the media. Building the best customer experience for your brand Developing the best customer experience for your brand goes well beyond the physical walls of your business. Building and maintaining the best customer experience means meeting your customers every place they are talking about your brand. In 2017, 80% of Saskatchewan residents said they have read an online review to inform their thoughts on products, services or entertainment.* Media monitoring services can let you know the moment a new review has been posted about your brand. Whether it may be on a reviews website, on social media or even on the news, media monitoring allows you to take steps to recognize reviewers' kind words or resolve issues promptly. Several Insightrix studies have shown consumers appreciate brands who respond to customer complaints and resolve customer experience issues right away. This goes even more for brands with an online sales platform, for whom media monitoring services are imperative. [BLOG] Media Monitoring Services: In-House or Subscription – Find out which works best for your brand Media monitoring services are essential To manage and grow any brand’s reputation, you need to know what is being said about it in the media and on the internet. And the most practical way to do this is with a media monitoring service. So, whether you’re building and maintaining your company’s brand or working on developing the best customer experience, media monitoring services are a necessary and valuable tool. Want to learn more about media monitoring and the Insightrix Media Monitoring service? Get the Insightrix Media Monitoring brochure and learn what your champions and critics are saying online, and how the media are positioning your company in their news stories and opinion pieces.               hbspt.forms.create({ portalId: "374811", formId: "3defb124-ebc0-4a4c-b252-1ea5b74a555e" }); *Source: Insightrix 2018 Saskatchewan Social Media Report©   ...

What’s the difference? How your company is being mentioned in the media can have a big impact on the business it does. But what is the best media monitoring service for you? Free? Paid? Subscription? In-house? Let’s work through it! Let’s face it. Today, brand reputation is everything. These days, we are all quick to connect and engage. Media is getting news out faster through more channels than ever before. It is important to understand what is being said about your business to manage its reputation. Media monitoring is nothing new. In fact, media monitoring started as far back as the 1800s as a press clipping service. Way back then, news publications scanned articles in printed news and searched manually for keywords, and would try to sell their findings to large industrial companies that would hire them to understand public sentiment.* This was a real grind for people to manage, and it was tedious and unfulfilling work for those who did it.   Fast-forward 100 years in the future and you will see many organizations monitor editorial content of news sources that include newspapers, magazines, trade journals, forums, blogs, television, radio stations and, of course, the internet. And while brands still use press clipping services, it is done without the toil of repetitious and meticulous manual labour. In fact, most media monitoring tools are “set-it-and-forget-it” services – so your staff are not focused on the onerous task of pulling clips from media but can still benefit from the insight this provides - like gauging sentiment of the general population for a public relations strategy. A lot of the time, media monitoring tools are managed by research consultants or public relations experts who assist organizations by providing them access to commercial media monitoring services. While many organizations use in-house staff to monitor their brand in the news, some corporations, government agencies, non-profit organizations and entertainment companies regularly outsource media monitoring tools. They do it to track the success of their releases, as well as to find information about their competitors and specific issues relevant to the organization. In thinking about the media monitoring needs of an organization, it’s easy to assume that monitoring done in-house may be inexpensive compared to hiring a service provider. But what are the trade-offs for in-house media monitoring over monitoring services?   In-house media monitoring vs media monitoring service providers – which is better? Media monitoring is not a one-size-fits-all service. In fact, that’s why most organizations monitor news media by using a process they often build or borrow. While news monitoring techniques differ from business to business, the foundation of media monitoring revolves around the same notion – listening to what people are saying about your brand, about your competitors and about your industry. If you work in an organization that deals directly with the public, then you are likely already involved in some form of monitoring service. But are you monitoring your brand through an alert system like Google, and then pulling other channel data to create one report? This is often the case when administering monitoring in-house using only the available resources. Some of the perks to media monitoring in-house include staff members’ historical and contextual knowledge of their organization. Often, there are already employees on-site with a breadth of knowledge about the organization - and that is something that media monitoring tools do not have. That said, in-house experience can lead to a "can't see the forest for the trees" form of assumption based on prior experience, and not based upon what's actually being said about your company. As a result, the tools you have available in-house are not always spot on with gauging sentiment of news stories. Often, that leads to misrepresented sentiment. Media monitoring may be easier and more effective. Now, say you are a service provider in an urban centre. Chances are you are an organization that’s being discussed in the media. However, this coverage is most likely on the local news rather than the national outlets. Therefore, your exposure across television, radio and online sources may only appear on local TV news programs and radio – and if you’re lucky, the digital channels they manage. Knowing this, your company’s level of monitoring may be more focused on a specific location, and often will not require the full media monitoring package. Sometimes a paid subscription to include just television or just radio may not be the best use of your media budget, either. While in-house media monitoring services can be time consuming and come at a higher cost than a media monitoring service provider, a media monitoring service provider will take the entire hassle of managing an online media tool - so your business can focus on the results. Replacing your in-house monitoring tools with a commercial media monitoring service will deliver better results at a lower cost than in-house staff. Why? Because your staff can focus on what matters - the results. Leave the boring, tedious and time-consuming task of finding clips to the monitoring service provider so your staff can do more fruitful, and perhaps more gratifying, work. Determining Media Monitoring Needs: Traditional? Online? CyberAlert has a fantastic comprehensive media monitoring guide. In their guide, they explain in detail about the “increased emphasis on investment for corporate communications, an effective monitoring service is essential for both a media intelligence service and to demonstrate the success of an organization’s public relations and social media programs.” The guide neatly details how to determine your needs, especially when deciding if a free service can manage the monitoring needs of your organization. The first question is – what to monitor? Online news monitoring is a requisite for most organizations. In addition, most monitoring tools – including Insightrix Media Monitoring – offer additional online news media monitoring from which we can capture clips from most media in Canada, the United States and elsewhere. Our online software monitors most news outlets (both offline and digital) and, as a result, it misses fewer clips. There are free online news search engines like Google News that use similar tools as subscribed monitoring services, such as real-time alerts and up-to-the-minute search results with news clips relevant to time and date. You can receive daily emails, monitor aggregated keyword lists and more. Subscription-based online news monitoring services can offer greater efficiencies than the free model of monitoring, such as auto-search inquiries that go weeks back and use advanced algorithms to extract irrelevant clips, translate clips and articles, and create robust data visualization using sentiment analysis. Media monitoring service providers can create customized dashboards to meet your company’s needs and will often work with clients regularly to ensure media monitoring is capturing the essence of what is being said about your company’s brand. Then there’s traditional news – like television and radio – which are arguably best monitored through a paid service provider. While there are ways to monitor traditional news through a means of online search, it is hard to quantify and narrow down specific stories and tie them back to the brand.   That is why service providers are often used to monitor designated market areas so businesses have access to their local broadcast. Not all newscasts are available online; therefore, managing media monitoring in-house – as it pertains to traditional news – can prove to be rather pricey. Often, integrated media monitoring is key for most organizations who require different services for news and broadcast and social media. According to the CyberAlert Media Monitoring Guide, the trend is geared towards integrated services in which one media monitoring company provides all three media intelligence services: news and broadcast and social media. So which method is better? As we’ve seen, the choice to go in-house for media monitoring or to employ a service to do it for you can be a tricky one. Ultimately, it’s about the needs your company has, how many and what types of news services you wish to monitor, how wide the net you wish to cast will be and – of course – how much you’re willing to invest. While in-house monitoring may often seem like the most cost-effective and most reliable source (given employee knowledge and memory), this is regularly not the case. In-house monitoring will not give you the range of coverage that a subscription or third-party service can provide and often comes at a greater cost. Subscription services, like Insightrix Media Monitoring, will usually give you the best option when it comes to range and depth of monitoring, number of sources monitored and price.   Want to know more about the Insightrix Media Monitoring Service? Get the Insightrix Media Monitoring brochure and learn what your champions and critics are saying online, and how the media are positioning your company in their news stories and opinion pieces. hbspt.forms.create({ portalId: "374811", formId: "3defb124-ebc0-4a4c-b252-1ea5b74a555e" }); Source: CyberAlert – Media Monitoring: The Complete Guide  ...

You’ve got the data insight – now how do you present it? Market research is often regarded as a valuable tool packed with useful insights that businesses and organizations can use to maximize their potential. But what happens when you have deep, rich insights with no idea how to paint a positive picture that will solidify stakeholder buy-in, especially among general audiences? Usually, professionals provide their learnings to stakeholders in the form of market research reports - a proven and reliable way to get complex information across to stakeholders in ways that are actionable right away. Reports are often rich in detail and contain executive summaries that help tell your story or inform your business problem. But what about when you need to get market research data out to a wider audience of people? People who may or may not know they have a stake in the organization or business? Or more challenging yet – an audience who may not care? Learn how to make your market research reports stand out with 6 Creative Ways to Present Your Market Research Data. This situation is something that is perhaps more common than you’d think for organizations like municipalities, government agencies, non-profits and many others. For industries like these, getting research details and findings out to a mass audience of stakeholders can prove to be difficult. And sometimes a market research report may not be the solution to get concise information to those who have a stake in the subject matter. In cases such as these, market research reports will be a tool to help inform those who commissioned the research in the first place, but they may not be enough to get the underlying intelligence out – quickly – to the people who matter. In cases like these, a different approach may be what is called for! There are ways for brands to get market research intelligence out there that will not only get their audience’s attention, but will also keep it long enough for the market research data to speak for itself. Often, the best tools available are those that are familiar (or look familiar) to a general audience. That’s because familiarity with a medium engenders comfort with it – making these messages much easier to digest. That’s because familiar things make us feel comfortable. Think about it this way – when we’re exposed to the same stimulus over and over, and we don’t suffer any ill effects as a result, we learn we can trust that thing. The same goes with content. The more we are exposed to a specific kind of content, or the channel that content is on, we become familiar with it. When these become familiar, we don’t have to bother worrying about whether we can trust – we just engage.   Check out the creative outputs listed below to see how some familiar media can be used as great ways to relay market research data to general audiences. Blogs It may seem head-slappingly obvious, but adding a blog roll to your organization’s website may be a great place to start. Blogs present information in a comfortable style that many readers are used to. Familiarity with this format will allow many who may be unfamiliar with the concepts presented to learn about them in an unintimidating way. What’s more, blogs allow for either linking or embedding of many of the creative outputs discussed later in this post, which makes them like Swiss Army knives for reporting to mass audiences. Check out some of our blogs to see how we do it!   Vox Pops & Other Multimedia When it comes to relaying research data to mass audiences, video is a great tool to use. That’s because when it comes to getting and holding the attention of audiences and getting information across to a wide audience, video cannot be beat. Why it is a great tool comes back to engagement – people love video. In fact, according to HubSpot, a leading software in customer reputation management, using videos on landing pages will increase conversions by 86%. What’s more, just having the word “video” in the subject line of an email can increase open rates by 19%. One of the ways Insightrix has used video to relay and encourage discussion about the findings of our independent research is through vox pops. Vox pops are short interviews in which participants are asked research questions like those fielded in the market research and their responses are recorded. Another way to make vox pops work is to present market research findings themselves and get reaction to them. Have a look at a vox pop Insightrix developed in the past embedded below to get a better idea of what they are all about. There are many different other ways to use multimedia for market research data – from motion infographics to explainers (short videos that are used to explain concepts through the use of visuals and narrative) to re-enactments (staged recreations of events or occurrences). Watch the explainer video below that we produced to see how they can be effective in getting complicated messages across to wide audiences. Both multimedia strategies go a long way to humanize the research data itself by giving a face to research participants. Infographics Not everybody takes in information in the same way. Generally, some people may be more drawn to the written word, others will prefer video to access information – others, on the other hand, will connect more with your research data if it’s relayed to them through a graphic representation. Infographics are a great way to get a large amount of data across all at once in an easy-to-swallow form. They combine text, images and design to tell the story of your data. What’s more, they are easily shared through social media, which will help to amplify the messages you want to get across. Infographics do more than engage and entertain - they help audiences internalize and understand complex or subtle data stories easily and demonstrate insights in a rich and communicative way.    While infographics can be a quick way to represent your data – the tools used to build infographics are not always the quickest to learn and are sometimes not the cheapest option either. But don’t let that discourage you! There are plenty of great resources available to the aspiring or intermediate infographic developer such as platforms like Piktochart - combine a platform like Piktochart with graphic resources such as Flaticon for an inexpensive but professional result. Below is a recent example of a study infographic we’ve developed through publicly accessible assets:  Podcasts When podcasts started out in 2004, they were pretty niche in their messaging and their audiences. Since then, though, they have grown to become one of the major communications channels out there today. And many organizations and businesses are jumping at the opportunity to use podcasts for their own needs. This is mostly because of two factors: easily affordable reach and versatility. Reach Podcasts are one of the fastest-growing communications and marketing channels organizations have at their disposal. According to "The Canadian Podcast Listener - a Landscape Study 2018”, across every metric they measured, podcast awareness and usage has grown even since 2018. In fact, more than 10 million Canadian adults have listened to a podcast in the last year. This alone makes podcasts a great way to relay your business data to a wider audience. Sure, the reach of podcasts may not be as large as legacy media like radio or television, but they’re much more affordable (much, much more affordable!). This affordability, combined with the growth in the medium, means that podcasts will continue to be one of the best ways for organizations to reach a broad audience. Versatility And podcasts are also quite versatile, which makes them ideal for relaying complex messages and data to a general audience. The messaging and the style in which messages are conveyed are up to podcast producers, opening up untold possibilities when it comes to the way information is relayed. Podcasts can be dry and informational, entertaining and fun - or a mixture of both. Take a listen to our own podcast series, Stories of Market Research: The Insightrix Podcast, for an example of the ways that a podcast can be an awesome way to relay market research data to general audiences.   It Is Possible to Relay Market Research Data to General Audiences Even though market research intelligence can sometimes be a little enigmatic to general audiences, it is entirely possible to get the story of the data across to folks who may not have a background in data interpretation or market research analysis. Some of the best ways to do this is to take the data out of market research reports, which may be a bit cryptic to the average person, and put it into formats that are more familiar to general audiences, like blogs, videos, infographics and podcasts. And what’s more, each of these media have their own benefits and each can be used in different and mutually complementary ways. As tools to communicate with and relay market research data to general audiences, they are invaluable. Using one, or all of them together, can be a great way to relay market research data to general audiences. Interested in seeing how Insightrix uses video and podcasts to get our data story told to folks without a research background? Check out the Insightrix YouTube Channel for vox pops, video clips and podcasts. ...

Over the past year, we've introduced new business programs, launched eCommerce accessible reports and worked for our ISO 27001 certification. We've also made several upgrades to our physical space and got up to all kinds of initiatives and events that made the year really fly by. We figured we would share a synopsis of 2018 as we saw it - feel free to scan through the Insightrix 2018 Year in Review. ISO Certification Throughout 2018, Insightrix Research invested a great deal of capital and worked tirelessly with the International Organization for Standardization (ISO) in pursuit of obtaining ISO 27001 certification. And we are only months away from completing the process. This international certification means Insightrix will distinguish itself as having some of the most stringent information security management systems (ISMS) available anywhere. ISO 27001 certification goes beyond regular IT and data management security. It covers all aspects of information security and data management in our organization. Whether it is raw data, paperwork or even the physical space of the Insightrix offices, ISO 27001 certification means our clients can be assured their data and information is safe and protected. Securing ISO 27001 certification in 2019 will bring Insightrix ISMS closely in line with recent EU GDPR requirements and will set Insightrix apart in the national and international marketplace as a leader in information asset and data security. Insightrix AdCheck Launched Early in 2018 In early 2018, we launched Insightrix AdCheck – a new and innovative way of pre-testing advertisement creative. Suitable for individual ads or multi-media campaigns, AdCheck is the most comprehensive tool for assessing, predicting and optimizing the performance of advertising copy and creative. Insightrix AdCheck is a quantitative pre-testing solution that uses standardized copy-testing measures based on a battery of questions. With AdCheck, we can help execute ad testing projects quickly and build industry norms - all with metrics that are both easy to understand and to act on. eCommerce and Syndicated Reporting 2018 In April 2018, we added an eCommerce  storefront to the Insightrix website. Now, clients and those interested in purchasing our syndicated reports can conveniently access them directly though the website powered by Stripe. The 2018 Saskatchewan Social Media Report offers in-depth and representative analysis of social media habits and perceptions across devices and platforms. The Saskatchewan Media Democracy Report digs into device usage behaviours, media consumption habits, views on advertising, the online shopping behaviours of Saskatchewan residents and more. Both reports are quickly becoming recognized as an indispensable tool for targeted marketing intelligence in the Saskatchewan marketplace. New Features to SaskWatch Research in 2018 We've strengthened our already robust SaskWatch Research® member profiling system. We’ve added more and even deeper categories to ensure our clients get to consult the niche groups they need to engage with most. We’ve added specific profile categories and subcategories. These speak to general interests and spending habits, residency and newcomer status, specific occupations and distinct sub-fields of employment or activity and a whole lot more. By adding these categories, we can probe even deeper and be incredibly specific to choose the exact participants you need for your study. This provides actionable research that speaks precisely to your unique question. With these changes, we continue to provide the most accurate and relevant market intelligence about Saskatchewan possible. Continuous Development in Insightrix Communities 2018 was a year of team effort and client partnership at Insightrix Communities. As part of our commitment to providing the best customer service available, we’ve worked with our clients to develop a user experience that is second to none for the Insightrix Communities software – the only all-inclusive market research online community (MROC) platform available. By adopting an international focus in 2018 and through consultation with existing and prospective clients, we’ve tailored our MROC to be the most robust and worry-free online panel anywhere. Office & Focus Group Facility Upgrades In early 2018, Insightrix implemented several office upgrades and enhancements to amenities in our focus group rental facilities and meeting rooms, including connectivity and multimedia display capabilities. With these upgrades now in place, Insightrix is now able to offer the highest-quality focus group spaces available in the province. Podcasts & Publications Stories of Market Research: The Insightrix Podcast got its legs under it in 2018 and really hit its stride. What follows are the episodes of Stories of Market Research: The Insightrix Podcast we produced in 2018. Episode 3: Market Research & the Customer Experience In this episode of the podcast, we were joined by voice of market consultant and customer experience guru, John Morton, to discuss how customer experience is evaluated, why companies are focusing on this more and more lately and how market research can be used to make buyers’ journeys remarkable… Episode 4: Market Research & the World of Marketing In Episode 4, we were joined by President of the Saskatchewan Professional Marketers Assoc. and Manager of Marketing and Communications at the United Way of Saskatoon and Area (and local marketing wiz), Paige Gignac, to discuss the ways marketing professionals benefit from market research and her perspective on the place of market research in relation to the world of marketing… Episode 5: Careers in Market Research In this special episode of the podcast, we spoke with some of the younger researchers at Insightrix to get their unique perspectives on their careers. We discovered what led them to pursue careers as market research professionals and learn a few tricks and tips for those new to the field. The episode also features an interview with Insightrix Research Director, Lang McGilp, about the skills, abilities and background he looks for in researchers. This episode is a must-listen for anyone considering a career in market research...

6 Saskatchewan Social Media Statistics Marketers Should Know As part of our commitment to share knowledge with the industry, Insightrix Research conducted the Saskatchewan Media Usage Study with residents about their digital diet - including social media habits, consumer behaviours and device ownership. The research was conducted with more than 1,500 Saskatchewan residents (December 2017), using SaskWatch Research®, our proprietary online panel. Comprehensive results from this syndicated study are available in the 2018 Saskatchewan Social Media Report. The 2018 Saskatchewan Social Media Report answers questions like… What social media platform is most popular with specific Saskatchewan demographic groups? What do Saskatchewan social media users expect from the brands they follow online? As we did for the 2017 version of this syndicated series, we are delivering to you (for free!) highlights from the 2018 report in the 2018 Saskatchewan Social Media eBook. Each report continues to provide trended data and actionable insights that help brands with an interest in the Saskatchewan marketplace to make better-informed decisions with their paid, earned and owned media strategy. Even more, we have put together a list of "6 important statistics Saskatchewan marketers need to know in 2018". So, if you are a marketer, or if you are in an integrated role that requires you to think like a marketer, statistics like these validate the need for the development of a targeted digital strategy for business. #1 SOCIAL MEDIA USE CONTINUES TO INCREASE IN SASKATCHEWAN The number of active social media users in Saskatchewan continues to upturn. Since 2016 – the number of social media users have increased from 87% to 90% (2017)*. *The 2018 Saskatchewan Social Media Habits Report 4: Do you use social networking sites such as Facebook, Twitter, Instagram, Pinterest or LinkedIn, etc.? Base: 2016, All respondents, n = 1,500; 2017, All respondents, n = 1,500. Leading social networks like Facebook have become powerful communication tools to connect with family or friends – or with brands of interest. Visual platforms – like Instagram, Pinterest and YouTube – continue to lead the growth of social networks in Saskatchewan and give businesses an opportunity to target specific audiences – an important takeaway for marketers looking to capitalize on this traffic. As social media networks continue to gain traction in the province, it reinforces the need to consider investing in paid social media strategies by allocating larger dollar amounts to your digital media marketing budget. #2 SASKATCHEWAN MILLENNIALS CONTINUE TO LEAD As a society, we are very well at the peak of the "darn those millennials" internet movement. Between millennials ending cereal, diamond rings, handshakes and the Toyota Scion (yes, it’s a thing) ...

Opt-in communities help businesses target niche markets If you are trying to get to know your target market, market research is often your first stop to find out more. And surveys are an excellent way to achieve relevant information about your brand. Although survey engines are readily available, your target audience may not be as accessible as you need them to be. Brands know exactly how important it is to talk to their potential customers and get their feedback, but the opportunity to enlist research participants who are interested in giving their opinion can sometimes stop your innovation from moving forward. And the more niche the audience, the more expensive recruiting potential participants to weigh in on your product or service can be.  While the dog days of recruiting individuals to participate are far from over, market research online communities (MROCs) have helped alleviate the pressure of attracting targeted and engaged individuals to assist businesses by contributing to research on their areas of interest. What does that look like? Maybe you are a marketer of a brand or service and you want to know how it is performing with a specific demographic. Perhaps you want to know more about that demographic – say, millennial women aged 18 to 25 – who commute by bicycle to school/work in all seasons. With access to an MROC, brands can conduct primary research with members of their niche market – like those passionate, all-season bicycle commuters!  As a result, your online community becomes a more focused group of survey participants with a unique knowledge base you can tap into. What does that mean? All online communities are different – by size and by their profiling. While some online communities can recruit as large as 15,000 general population participants, other communities can be created to be heartier, such as 50 specifically targeted survey participants. But whether it is 15,000 people or 50 community members, all online communities provide powerful insights in a cost-effective way. In fact, smaller, engaged communities can be easily facilitated by research professionals or business owners - making for research on a much more personalized level at a fraction of the cost of a traditional ad hoc research project.    By employing online communities to create surveys, you can invest in customers/clients to understand their preferences better and to gather intelligence at any stage of development. Simply – it means getting constant feedback with relevant people.    Relevant participants Why speak with participants who are not relevant to your research project? By only selecting the most appropriate individuals to participate in the research, the data produced will be much more relevant to your business goals. A more focused group can facilitate research that produces actionable intelligence because the research is done with participants who have already bought in to the organization’s goals, and who demographically conform to research needs.   For example, if the desire is to survey those who bike to work everyday – it can be assumed the potential participants are a more defined group of the population than those who commute in other ways, like a personal vehicle. By zeroing in on the target participant group, you may get answers to questions that other, less-targeted participants may have no experience with (i.e., how often there is snow removal in bike lanes). Ease of access Because online communities can be set up ahead of time, and because survey participants have bought in, organizations can field as much research as they like, about whatever topic that is of interest to them, with a sample group that is ready to go right away. For example, if an organization wants to test specific winter tires for bicycles, or perhaps a series of advertisements involving bicycle winter safety, they can access their target group whenever they like and turn the research around at a much faster rate. Affordability Because target groups are enlisted from online recruitment, primary research can be done with an online community at a fraction of the cost of research projects that rely on the need to recruit qualified participants. And, as all participants are pre-screened to meet exact criteria (for example, those who commute to work on their bicycle in all seasons), and since the research is conducted online, many costs associated with custom research projects are eliminated. Think about travel costs, call centre costs (like telephone recruitment, etc.), participant incentives, focus group facility rentals and more. The turnaround One of the best reasons to employ an online community for your target group is undoubtedly the speed with which your research can be turned around. If you are burning the midnight oil and interested in tapping into the knowledge of your participants, you can do so at any given time. Most research questions are turned around in under 48 hours - it’s almost as if you have a research group in your back pocket, waiting to help make the decisions as quickly as possible.    Insightrix Communities can deliver powerful insights Insightrix Communities™ can provide you the research insights you need with relevant easy-to-access participants at an affordable price. Online community software is flexible - giving the capability to build short-term communities or more long-term, complex research projects. By applying Insightrix Communities software, your team can benefit from on-hand market research experts who can help see your project through from concept to completion – or employ and brand your own DIY community! Insightrix provides the know-how to take organizations through each step of the community-building journey, from recruiting your first community member to engaging with them and promoting participation in your research activities, to developing insights as the research is completed. If you want to learn more about how communities can help, listen to The Insightrix Podcast Episode 6: Market Research Online Communities by streaming here or from any major podcast app. ...