This post was originally posted on the Greenbook Blog.

Collaborata Featured Project:  

“Hacking Longevity: A Three-Generation Perspective on Living to 100-Plus”

Context: Fundamental shifts are transforming the older life stages of each generation of Americans, but the effects are largely reported only anecdotally. This study will bring to light the implications of increased longevity on three generational cohorts in the second half of life.

Pitch: To date, increased longevity has been treated as conceptual and aspirational, as in “What will you do with 30 extra years?” Most of what we know about this expansion is anecdotal, even though we see and are experiencing seismic shifts at every stage of life.

Rather than approaching this as an “aging” study, we will be studying these shifts — some subtle and some quite large — with a fresh eye. We want to understand how people are “hacking longevity” and if the...


CHICAGO, October 31st, 2017 – Two months before Christmas, Hatchimals has pulled even with Barbie as the most-requested toy among girls, while LEGO continues to dominate boys’ holiday wish lists. Based on the second wave of data from the wish list tracking study The Kringle Report™, these brands now top the list of what kids age 5-11 say they want for the upcoming holiday season.

Market-research firm ConsumerQuest, Inc. is behind The Kringle Report, which is the first study to track kids’ holiday wish lists on an unaided ongoing basis.

 “The October report found that more girls requesting a Barbie doll or playset than any other brand or type of toy,” explained Cory Schwartz, President of ConsumerQuest. “However, girls are more passionate about Hatchimals, asking their parents for it over and over again.” In the latest wave, The Kringle Report found that girls who mention wanting Hatchimals for Christmas had asked their parents for...


This post was originally published on the Greenbook Blog by Lenny Murphy.

So, here’s a novel concept: researchers investing in research themselves. Think about it.

If you, as a research seller, were to actually purchase a research study yourself, what would be the focus of that study?

Would it be how the industry is trending in terms of the types of new technologies and designs that are gaining traction and solving today’s problems? That’s a logical focus.  But, that’s essentially what we already cover in great detail with the GRIT Report.

So, my guess would be the research that you’d be willing to invest in would need to be tied to revenue. You’d want to see a realistic ROI on whatever research investment you’d make.

So, based on that assumption, I want to tell you about a series of ongoing meetings we’ve had with David Harris of Insight & Measurement and Peter Zollo of Collaborata.

Many of David’s clients are research...


Chicago, IL, September 12, 2017 – With certainty of change its premise, 747 Insights today released “Generation Nation: Values and Attitudes,” a far-reaching inaugural study intended to help businesses, associations and non-profit organizations make more meaningful connections with Generation Z (born 1998 or later), Millennials (1981 – 1997), Generation X (1965 – 1980) and Baby Boomers (1946 – 1964).

Despite many cross-generational themes, the study found significant disparity when it comes to the notion of American exceptionalism.  Only 15% of Gen Z and 18% of Millennials consider themselves “patriotic,” compared to 27% of Xers and 42% of Boomers. Similarly, less than a third (32%) of Gen Z and less than half (47%) of Millennials believe the U.S. is the greatest country in the world, compared to roughly two thirds of Xers and Boomers (63% and 68%, respectively).

This finding of disparity in attitudes toward the U.S. extends...


This post was originally featured on The Greenbook Blog.


The Kringle Report: Kids’ Holiday Wishlists Quantified”

(Separate Boys’ and Girls’ Editions)


Purpose: To provide the first-ever holiday wish-list tracker quantifying kids’ awareness and purchase interest in toys and games. These wish lists will be augmented by parent interviews to capture the power of “the nudge factor.”

Pitch: Each year as fall approaches, toy and game companies make bets as to what will be on kids’ holiday wish lists, often with only intuition and retailer reaction to guide them. “The Kringle Report” offers a never-before-available look at kids’ wish lists, starting in September and tracking them all the way to and beyond the big day.

Who’s Behind This: ConsumerQuest, Inc., a firm with more than 25 years’ experience conducting children’s research in the toy industry.

Funding stage: Currently...


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