The Greenbook Research Industry Trends (GRIT) Report is a critical read for both clients and suppliers in the market research and insights industry.
The report provides insight into 3 important areas:
1.Â Â Â Â Â Â Current health of the insights industry;
2.Â Â Â Â Â Â A perspective on the trends that will shape the future of the industry; and
3.Â Â Â Â A ranking of our industry’s most innovative clients and suppliers.
As CEO and Head Innovator of Hotspex, I am incredibly proud of our team at Hotspex for achieving our recent ranking in the GRIT (Greenbook Research and Insights Trends) Report.
Hotspex was voted as the #1â€Ż most innovative â€Żinsights firm in North America by clients (#2Â by suppliers just behind Ipsos). We doubled our votes globally Â to move up from #16 in 2017 to become the #8 most innovative insights firm globally.
From a global perspective, we are excited by the opening of our London office, that now accompanies our two other global offices in New York and Toronto. We have a fantastic team set up in Europe that is already working with some really big brands in the EU.
Zero-Based Budgeting (ZBB) is taking the business world by storm, ushering in an era of corporate austerity that has global companies operating leaner and more efficiently than ever before.
These Screen Matchmakers are introducing new tools and tech that bring TV and digital media closer together, enhancing advertising budgets and delivering better ROI for brands. Attend ACAâ€™s executive forum for a glimpse at the future of media buying.
by Michael Dorr & Rob Kitchen â€“ Hotspex UK
On May 10th, the Hotspex UK team was thrilled to attend Londonâ€™s inauguralÂ IIEX BehaviourÂ conference (presented by our friends atÂ GreenbookÂ and held at the historic BAFTA 195 Piccadilly).Â After 3 successful conferences in Chicago, IIEX Behaviour has finally crossed the pond with the bold purpose ofÂ understanding,Â measuringÂ andÂ predicting consumer behaviour withÂ behavioural science research.
Author: Shane Skillen
Join us for 30 minutes on Tuesday March 27, 2018 at 12 pm EST to learn to how to improve your advertising and innovation pipeline. Can’t make it? No worries, we will send all registrants a link to the recording.
HOTSPEXÂ willÂ share the innovative journey of how they blended behavioral science and GoogleÂ technology to improve advertisingÂ efficiency.
Can you identify some of these brands? Why are some of them so easy to recognize? What emotions do you feel when youÂ recognize them?
What is a Distinctive Brand Asset?
Distinctive Brand AssetsÂ are consistent sensory & semantic cues that make it easier for consumers to identify your brand and recall the associations related to it.
Whether you are a baby boomer or a millennial, you likely know who Colonel Sanders is. The image of the Colonel is likely etched deep within your memory, and thinking of him may trigger a variety of different associations from fried chicken to buckets with stripes on them. These mental associations have been built and reinforced through years of advertising, purchasing, and consumption. Repeated exposure to the Colonel has been fairly consistent over the years. Well, that is until recently, when Kentucky Fried Chicken (KFC) decided to change things up a bit.
KFCâ€™s strategy to leverage its most Distinctive Brand Asset â€“ the Colonel
In what is being dubbed the â€śrecolonialization”, KFC has put a renewed focus on its founder, the Colonel, to make up ground against its competitor Chic Fil A. KFC is likely hoping to utilize the halo effect of a man that was known to be a notorious stickler for quality to increase the perceived quality of its food. In a category where functional differentiation is challenging, KFC may be trying to leverage its most distinctive brand asset, the Colonel, to trigger associations of heritage as a point of distinction over competitors with less of a legacy.
Correctly activated, brand assets strengthen memory structures in consumersâ€™ minds in a unique and powerful way. KFC may be using the Colonel to automatically activate appetite appeal through associations with the old-school, honest goodness of Southern cooking.