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...


CHICAGO – August 9 – The next hot toys of the holiday season are arriving and soon marketers will have a new tool to help them deliver and promote what kids really want, thanks to a new offering from LA-based market-research firm ConsumerQuest. “The Kringle Report™,” the first research study to track kids’ holiday wish lists on an ongoing basis, debuts this fall and is offered exclusively on Collaborata, an online market-research marketplace. The study offers an ongoing, inside look at the toys and games kids say they want -- in their own words.


"Toy manufacturers and retailers have had to rely on point-of-sale data for critical decision making, even building predictive models that do not reflect evolving shelf-sets and, frankly, kids’ changing requests,” said ConsumerQuest President Cory Schwartz. “This dynamic presents a real blind spot for the industry and an opportunity. ‘The Kringle Report™’ will...


Do marketing-research and insights suppliers really understand the life of corporate research buyers? Do sellers of research have the requisite deep insights they need into clients’ unmet needs and what moves buyers to engage and hire a new vendor? Are there different segments of buyers that are looking for different benefits? How are the dynamics changing given the advent of DIY tools, new technologies, social media, and the overall shifting landscapes in the marketplace?

If the marketing-research and insights industry were our client and came to us to improve sales, guide new product development, or just about anything else, what would we advise? We would likely counsel the industry to start with deep qualitative research. We would want to know the emotional and practical factors driving corporate research buyers’ decision processes. We would want to explore unmet needs and to uncover factors that pull them towards new suppliers, or drive them away.

When has the...


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