AMC News

Why I Love MR: An Interview with Michelle Borman

AMC Global — Fri, 27 Jun 2025 13:32:19 GMT

Welcome to our "Why I Love MR" Q&A Series! We have talked with both internal AMC Staff and some of our clients, so keep an eye out for fun interviews coming up exploring all the reasons why those of us who work in market research are so passionate about what we do! Interested in being interviewed and sharing why YOU love MR? Reach out to us.

Here we get a chance to know Michelle "Shelley" Borman, Consumer Understanding Consultant, Retired Procter and Gamble Research and Development Director, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

MB: I went to college to be a Chemical Engineer. I liked seeing how things were put together and understanding how it worked. When it came time to graduate, I didn’t know exactly what I wanted to do, but I was super intrigued by consumer goods. I wanted to work on items I could relate to and purchase off the shelf. I interviewed with a consumer goods company and selected a skill path in consumer understanding to identify and design new products. I loved the consumer and market understanding work from the first minute I was introduced to data and interviewing. I was fascinated by listening to consumers and learning how they understood products and used them. I was hooked and have spent over 30 years learning!

What has surprised you most about working in market research and insights?

MB: Honestly, what surprises me the most is seeing data misused. It is relatively common to read into the data/insights what you want to hear and make conclusions that could be biased. Superior Market Analysts are able to assess multiple streams of research to make unbiased conclusions. The more recent use of AI in analyzing both quant and qual research can be helpful to make analysis more efficient, but it can be misleading if the researcher is only using the tool and not doing their due diligence in viewing the data.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

MB: I have a lot of interest right now in online shopping segments. There are many small business companies using social media platforms to advertise to consumers. I often wonder how many consumers purchase directly from the social media link vs. doing more homework to look for a similar type of product or the same product from other major online platforms. I’m curious about the different consumer segments that buy online as well. After COVID, more and more work from home and buy from home options are available to us. I wonder how the online search is different from the instore search and how those consumers are similar and different.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

MB: That’s a tough question! I truly love in depth qualitative interviews, but if forced to choose I would say my favorite is a large base quantitative foundational study. The more data in a particular market or product area, the more potential to find different target audiences and how they are unique in what they want and how they feel about products and brands. Using the power of statistics and modeling can really unlock new insights and new ways of communicating to consumers about products.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

MB: More and more I am seeing a trend back to nature, back to growing our own food and community. With more remote work opportunities, I see people moving their family to more rural settings to get away from the “always on” buzz of the city. It seems to be evolving beyond “shop local” to a “support your neighbor” mentality. This will mean market research will also need to get more customized, and less “mass questionnaire” approach. I believe there will always be some level of trending ideas that transcend audiences, but early fast growing ideas are going to be found in the small corners of a community where a need was born and delivered. DIY YouTube videos is a great source for consumer needs! If you need to find something or learning something, it is common place now to say “just google it”!

What would you tell someone who is considering a career in market research?

MB: If you love digging for treasure and finding new thoughts and insights, I recommend studying market research. Market research has both data mining AND consumer qualitative. Using both of these skills together opens the doors to cutting edge ideas and development of new brand and products as well as enhancing business potential of existing brands and products. Market Research Careers get a 5 star rating!

Thank you, Shelley!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

AMC Global Expands Qualitative Research Capabilities to Meet Growing Client Demand

AMC Global — Sat, 25 Jan 2025 20:20:50 GMT

AMC Global continues to enhance qualitative expertise with addition of a Senior Manager of Research Operations

AMC Global, an international custom market research firm specializing in launch strategies and brand tracking, is continuing expansions of its qualitative research team to better serve increasing client demand. The company has appointed Tonya Jiles as Senior Manager of Research Operations to further strengthen its qualitative offerings. With her strong experience in qualitative research and operations, Jiles will work closely with the Vice President of Qualitative Research and the rest of the qual team to scale and optimize research operations—ensuring AMC Global continues to provide top-tier insights and strategic support to its clients.

AMC Global’s innovative qualitative solutions span the entire product lifecycle, helping brands gain a deeper understanding of consumer behavior and make informed decisions at every stage. To learn more about AMC Global’s qualitative research capabilities, visit: https://amcglobal.com/qualitative-research/

Consumer Study Reveals Top Products Sought by GLP-1 Medication Users

AMC Global — Mon, 28 Oct 2024 16:39:07 GMT

Research from AMC Global and OpinionRoute shows GLP-1 users are seeking tailored food products, highlighting opportunities for food & beverage innovation

PRESS RELEASE

The second wave of the GLP-1 weight loss user study shows that they are looking for products tailored to their unique needs. While many GLP-1 users are seeking whole foods, the insights also show potential for new product development for food and beverage brands offering bars, snack foods, pasta, bread, cereal and even frozen pizza. This growing group of consumers are especially drawn to products that promote functional benefits such as protein, fiber, antioxidants and energy. GLP-1 users are also consuming smaller portions—making it essential to design products that align with their reduced consumption habits.

Click here or on the callout below for a full graphical representation of the data.

Key findings from AMC’s “Impact of GLP-1 on Food Choices” study:

Seventy-nine percent (79%) of GLP-1 users are extremely or very interested in food and beverage products designed specifically for them.
Top products GLP-1 users are seeking include yogurt (53%), cheese (50%), red meat (47%), fresh fruit (47%), bars (41%) and salty snacks (39%).
Fifty-seven percent (57%) are looking for protein-rich foods.
Other functional benefits GLP-1 users are seeking include fiber (41%), antioxidants (39%), energy (38%), and omega-3s (38%).

“GLP-1 users represent a quickly growing consumer segment that is highly receptive to food and beverage products designed specifically for their unique needs,” said Erin Russeck, Chief Research Officer at AMC Global. “There’s a clear opportunity for brands to innovate with offerings that provide functional benefits this population is seeking.”

A complete representation of the “Food & Beverage Products Sought by GLP-1 Users” can be found here. Data was collected mid-September from n=301 U.S. general population consumers over age 21 with an oversample to n=150 of those who are or have taken GLP-1s for weight loss. The first release of this study can be found here.

The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior. Contact us to learn more!

Impact of GLP-1 Weight Loss Drugs on Food Choices

AMC Global — Thu, 17 Oct 2024 18:40:16 GMT

PRESS RELEASE

GLP-1 Weight Loss Users Are Seeking Smaller Pack Sizes and Foods with Functional Benefits, according to new study from AMC Global and OpinionRoute

AMC Global, an international custom market research firm specializing in launch strategies and brand tracking, and OpinionRoute, a leader in insights process management, have released a new study on GLP-1 medication users and food choices. GLP-1 drugs include brand names like Ozempic, Mounjaro, Trulicity, Wegovy and more.

The latest wave of the AMC consumer study shows that 7% of the population has used GLP-1 medications specifically for weight loss. As this group expands, their shopping and behavioral changes could present marketplace risks for food and beverage manufacturers. GLP-1 users are eating less overall and shifting toward healthier eating habits. They also share that they are focusing more on home-cooked meals and increasing their intake of whole foods and protein-rich options. Additionally, they are seeking foods with added functional benefits such as fiber and vitamins, and pre-packaged foods that offer smaller portions.

Click here or on the callout below for a full graphical representation of the data.

Key findings from AMC’s “Impact of GLP-1 on Food Choices” study:

Seventy-eight percent of GLP-1 users are seeking smaller pack sizes for their food.
Eighty-two percent are seeking more foods that provide functional benefits (like added vitamins, fiber and gut health benefits), and 60% are seeking more protein-rich foods.
Ninety-five percent of GLP-1 users report eating smaller portions, and 87% are snacking less, and 81% are eating less frequently—signaling a significant shift in eating habits among users.
Beverage consumption is also changing among this group—users are drinking less soda (88%) and less alcohol (81%), while increasing their consumption of water (68%).
Since starting GLP-1 for weight loss, shoppers report buying LESS sweet snacks (65%), frozen pizza (65%), frozen snacks & appetizers (60%) and frozen meals (60%).

“This shift in eating habits among GLP-1 users is an opportunity for the food industry,” said Erin Russeck, Chief Research Officer at AMC Global. “As consumer needs evolve, brands must zero in on the ‘healthy’ innovations that matter most. GLP-1 users are looking for smaller portions sizes and nutrient-rich options. The right consumer research is critical to understanding these shifts and enabling companies to deliver healthier, more functional products that meet this growing demand.”

A complete representation of the “Impact of GLP-1 on Food Choices” can be found here. Data was collected mid-September from n=301 U.S. general population consumers over age 21 with an oversample to n=150 of those who are or have taken GLP-1s for weight loss.

The study is ongoing, and new data will be released as it comes in. The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior. Contact us to learn more.

AMC Global promotes team member Alison Hansberry to Research Director

AMC Global — Tue, 08 Oct 2024 12:00:00 GMT

PRESS RELEASE

Promotion Recognizes Hansberry’s Leadership and Expertise in Market Research and Client Service

AMC Global, an international custom market research firm specializing in launch strategies and brand tracking, has promoted Alison Hansberry to Research Director. As a Research Director, Hansberry will continue to lead primary marketing research projects, overseeing all phases of the research process, as well as taking a more strategic role cultivating client relationships and providing leadership in the development and mentorship of team members.

Kelly Jasper, EVP of Corporate Strategy & Innovation at AMC Global, shares, “Since joining AMC more than seven years ago, Alison has consistently showcased her talent and leadership, earning well-deserved promotions along the way—including this recent advancement to Research Director. She plays a critical role in our success and in serving our clients, and this new position reflects her ongoing contributions. I cannot wait to watch her continue to push the boundaries and elevate our work to new heights in this senior-level role. ”

Alison Hansberry, Research Director

Hansberry is a dedicated and experienced insights seeker and storyteller. She leads custom quantitative and qualitative research for AMC Global across various industries, with a specialization in Consumer Packaged Goods (CPG) and Beverage Alcohol (BevAlc). Her passion for understanding human behavior fuels her work, helping drive brand strategies for Fortune 500 companies through impactful data-driven insights. Hansberry earned a Bachelor of Science in Clinical Psychology with a minor in Sociology from Kutztown University of Pennsylvania.

https://www.linkedin.com/in/alison-hansberry-55962973/

Alison Hansberry, Research Director, AMC Global

Market Research and Brand Innovation: AMC on ContenderCast

AMC Global — Fri, 06 Sep 2024 17:01:10 GMT

Understanding how to effectively grow and launch brands is an important part of succeeding in a competitive food and beverage landscape. Our very own Shira Horn, EVP of Corporate Strategy & Innovation here at AMC Global, takes on this topic in a recent episode of the ContenderCast podcast, hosted by Justin Honaman.

The Power of Consumer-Driven Growth

Shira shares on the podcast that AMC believes consumers should be the driving force behind brand growth and innovation. While this may seem like a given, Shira points out that it’s not always the case in practice. Many brands struggle to place the consumer at the center of their strategies, often leading to missed opportunities and failed product launches.

The Importance of Research and Market Insights

The role that market research and consumer insights plays in the successful launch of brands is a main theme of this episode of ContenderCast. Shira emphasizes that understanding consumer behavior and preferences is not just a one-time effort but an ongoing process that should guide every stage of brand development. AMC Global applies custom research approaches for brands that result in insights that inform strategies, ensuring brands can not only launch or innovate successfully but that they are able to create customer loyalty and retention.

In the podcast, Shira relates some real-world examples of how leveraging insights from consumer research can lead to innovations that align with market demands and consumer expectations. Whether it’s through new product development or refining existing offerings, the data-driven approach used by AMC Global and our clients ensures deep understanding of the consumer.

The Challenges of Brand Innovation

The journey to successful brand innovation is not without its challenges! Shira and Justin discuss the pitfalls that many companies encounter, particularly when there is a disconnect between different teams working on the same project. When marketing, product development, and sales teams operate in silos, the result can be a disjointed strategy that fails to meet consumer needs. Shira underscores the importance of cross-functional collaboration, where all stakeholders are aligned and working towards a common goal.

This episode of ContenderCast offers lots of information for anyone involved in brand development, marketing or consumer research—highlighting the importance of keeping consumers at the heart of innovation and how to prioritize consumer insights, foster collaboration—and always be prepared to adapt!

To delve deeper into the discussion, listen to the full episode of ContenderCast featuring Shira Horn, available on Apple Podcasts here.

We write about GLP-1 Drug Impacts on Grocery Sales for Progressive Grocer

AMC Global — Wed, 21 Aug 2024 11:57:00 GMT

Recently, we were published in Progressive Grocer talking about the rise of GLP-1 weight loss drugs and how this is impacting the food and beverage space. The article, “Embracing the Ozempic Boom: How Food and Beverage Companies Need to Adapt” was penned by our very own Shira Horn, EVP here at AMC Global, and she explores how drugs like Ozempic, Wegovy, and Mounjaro are reshaping the way people shop.

As these drugs gain popularity—with projections indicating that 9% of the U.S. population may be using them by 2030—Shira discusses how they are already impacting grocery sales and consumer behavior. Users of these drugs are shifting away from high-calorie, fatty and sugary foods due to side effects like nausea, instead opting for nutrient-dense options like fresh fruits, vegetables and lean proteins. This trend, referred to as the "Ozempic Economy," is prompting food and beverage companies to adapt by developing products that cater to the changing preferences of this growing consumer base.

The article in Progressive Grocer also shares how large food and beverage companies are responding to these trends by launching new products tailored to this category of weight loss drug users with products such as portion-controlled, nutrient-rich meals. To stay competitive, Shira advises brands to conduct consumer-based market research focused on this demographic, allowing them to innovate and develop products that align with the evolving market needs. “Embracing the Ozempic Boom: How Food and Beverage Companies Need to Adapt” emphasizes the importance of proactive product development and strategic planning to remain relevant as these changes continue to shape the grocery industry. To learn more about staying ahead, contact us!

Why I Love MR: An Interview with Lyu Kolarova-Allen

AMC Global — Sun, 18 Aug 2024 14:50:16 GMT

Here we get a chance to know Lyuboslava Kolarova-Allen, Senior Research Manager here at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

LYU: Market research kind of fell into my lap as I was finishing up my graduate degree in Experimental Psychology. I loved doing research, so I was considering staying on the academia track until I was introduced to market research as a career option by a former student who had made the switch to doing research with consumer goods. Once I realized what MR actually was, there was no looking back. I was fascinated by its fast pace and wide variety of research opportunities. The biggest draw was that it allowed me to have the best of both worlds – continuing to do research but also being able to see its immediate impact and insights translating into action in real time, with real products (which was a big difference from academic research).

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach? ?

LYU: Qualitative research is where I really thrive – again coming from a psych background I love to dig deep into consumers behavior and qual interviews are the perfect place for that as I can really get the full picture by hearing the consumer’s voice. I also love the fluidity of it where you can probe and pivot on the spot to follow different threads and let the consumer lead where the story goes. I also enjoy foundational research like A&U studies and segmentations where you gain a comprehensive understanding of a category, or brand, or type of consumers. While segmentations can be challenging and overwhelming, there’s something really rewarding about the whole process – from exploring different segment solutions to then taking all the pieces of data and making them come to live into different personas.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

LYU: Maybe something about food and nutrition. In the past years I have become more focused on what goes into our bodies, so I would be interested in exploring the foods we eat in those early years as babies/children and how they shape things like our gut, immune system, food preferences, etc. I would love to be able to do that across different parts of the world.

What has surprised you most about working in market research and insights?

LYU: Coming from a psychology background I knew research design and analytical skills would be relevant, but I have been pleasantly surprised to see how helpful and applicable my knowledge about human psyche has been in connecting the dots and uncovering the ‘whys’ behind consumers behavior.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

LYU: AI of course – it has changed the market research field tremendously already. Artificial intelligence is a great resource that can be used to supplement our skills and boost efficiency (e.g., automation, access to a wealth of information, etc.) But I don’t think it should or can replace the human thought process and creativity that goes into pulling a compelling story together based the data. This part I feel is an art.

What would you tell someone who is considering a career in market research?

LYU: I would tell them – go for it if you are interested in working in a fast-paced and always evolving field, where attention to detail and critical thinking are key. If you are looking for something that is more routinized and gets easier the more you do it, this is not the field for you! Market research career will keep you on your toes and you will never stop learning or doing new things.

Thank you, Lyu!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Sarah Snudden

AMC Global — Mon, 05 Aug 2024 12:00:00 GMT

Here we get a chance to know Sarah Snudden, Head of U.S. Consumer Insights, JDE Peet's a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

SARAH: While I didn’t know about “market research,” from the start I’ve always been super people-curious. I got into our family’s Time-Life books. I dug into Native American traditions. I loved biographies—especially Martin Luther King, Jr’s and Helen Keller’s. I wanted to know more about different religions. I got deeply excited when I got to see the King Tut exhibit when it toured the US.

I grew up in a college town, and parents made sure we were the host family for international students who might need a place to go for US holidays—or just for a good Sunday dinner. My mom’s family came from Denmark, and she remembered always hosting relatives from abroad who would come for a “trial visit” to the US—some would stay and some would go back. I was lucky to have parents who really encouraged me to learn languages and travel on my own as soon as I was able.

What has surprised you most about working in market research and insights?

SARAH: I think the best surprise for me is that I can make a nice living by being curious. When I was just out of college, I didn’t figure out my path right away, and I’m grateful I found this space—and that there are so many opportunities to keep on learning.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

SARAH: Oh wow! After so much time working at home, I’d love to be able to take a trip around the world and just refresh my view of life beyond my desk—beyond my house. I’d really want to practice deeply listening, watching and learning. I’d love to have the time to engage my senses and experience the people and places along the way. More movement—less desk!

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach? ?

SARAH: To be honest, when it comes to studies, I think I’m a “love the one you’re with” person. I love any type of study that helps us solve a mystery and drive business action. The studies I love least are the ones that are more routine-driven and often don’t yield much impact (too often brand trackers fall into this category—expensive, often-tedious for EVERYONE involved, and snapshots of the rearview mirror).

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

SARAH: I feel like the consistent question across my career is how can we get better/faster/cheaper work done. While the tools and technology may change—sometimes quite radically—it’s consistently this challenge that runs in the background.

What would you tell someone who is considering a career in market research?

SARAH: Ooh, I’d encourage them to always think with curiosity and empathy because no matter what, those core traits—when wedded with good strategic thinking, are really the core of market research to me. Combining these three forces is very satisfying when you get to use them to be creative and solution-oriented!

Thank you, Sarah!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

We write about FMCG and Sampling for Quirk's

AMC Global — Mon, 29 Jul 2024 14:51:53 GMT

Our President and CEO Ken Roshkoff recently wrote for Quirk’s magazine on using consumer insights to achieve the greatest ROI for sampling programs and event marketing initiatives in “Capturing consumer insights: FMCG product sampling and event marketing.”

In the article, he emphasizes how product sampling and event marketing are powerful tools for building awareness and prompting consumer trials especially for FMCG brands—but they can be costly if not tested and optimized. Gathering and analyzing consumer insights at these events from various data sources is crucial for optimizing the tactics and venues that are used in future sampling or event marketing programs.

“Capturing consumer insights: FMCG product sampling and event marketing” also touches on how utilizing tech, such as mobile surveys and social media analytics, enhances the ability to capture real-time consumer feedback—facilitating quicker decision-making and strategy adjustments. Collaborating with consumer insights providers who understand how to do this best can ensure brands prioritize spending for maximum ROI.

At AMC Global, we use our proprietary tool SampleTrak™ to provide cost-effective insights into the impact and ROI of sampling and event marketing. It helps brands evaluate program effectiveness, determine purchase conversion rates, establish costs per consumer subsequently converted to first-time purchaser, and helps them understand the demographic profile of sample recipients. SampleTrak also assesses the impact on brand equity and perceptions, and measures results by each venue and tactic. This allows clients to make informed decisions and maximize ROI for future campaigns.

Read Ken’s article in Quirk’s to learn more about how capturing consumer insights at sampling events should be a strategic imperative for FMCG brands!

Why I Love MR: An Interview with Amelia Gulding

AMC Global — Sat, 20 Jul 2024 15:25:01 GMT

Here we get a chance to know Amelia Gulding, Project Director here at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

AMELIA: I’ve always loved research. When I first started taking statistics classes, I became fascinated with researching public opinion and polling. In college, I had the opportunity to work alongside a few marketing professors assisting with different research studies on consumer opinion, and I’ve stuck with it ever since.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach? ?

AMELIA: I love researching new product launches through AMC’s Purchaser-Follow Up methodology. It’s fun learning about the different products that are new to market or coming to market, especially when there’s an element of controversy as to how a product is being received.

I also enjoy working on attitudinal studies, focused less on specific products and more on how consumers think about topics or categories more generally. It’s interesting in its own right to have my preconceived notions about how people think flipped on their head or have the data to back up things that I’ve always assumed.

What has surprised you most about working in market research and insights?

AMELIA: This is a very hard question 😊 I’m interested in different online subcultures and communities, how we communicate and interact with each other online, and how that ultimately impacts socialization and identity formation. Does the internet bring us closer together or drive us further apart? I would love to research something along those lines.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

AMELIA: There’s been a trend of people, particularly younger consumers, taking social or political advocacy into consideration when making purchasers. It will be interesting to see if this is something companies will pay closer attention to and increasingly incorporate into their products and messaging.

There’s also no avoiding the impact AI will have on market research. There are certainly ways researchers can leverage AI, but it’s also exposed certain susceptibilities, and I think it’s still undetermined as to how exactly the industry will adapt.

What would you tell someone who is considering a career in market research?

AMELIA: Every day is a little bit different. Market research can look different depending on the study, topic, category, or product you’re working on. It feels like you’re never quite doing the same thing twice.

Thank you, Amelia!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Let's Connect at The Quirk's Event New York

AMC Global — Wed, 10 Jul 2024 17:59:09 GMT

We are looking forward to joining The Quirk’s Event in New York next week! Look for our EVP of Growth and Innovation, Lea Ben-Akiva, at the conference. For more than 35 years, Quirk’s has been promoting the value of market research and customer insights across industries, offering a wide variety of resources—and putting on the dynamic and successful Quirk’s Events! These gatherings provide lots of learning sessions, an interactive expo hall, and fun networking opportunities.

For Lea, the show is kicking off with the Women in Research sold out, opening night reception on Tuesday night—the first opportunity of the conference to meet and connect with global market research colleagues. Some of the sessions that Lea’s looking forward to catching on Wednesday, July 17th, include hearing from GoodQues along with PepsiCo on how creative methodologies can benefit your bottom line, and right after that “Unlocking the power of historical data to drive insight, innovation and partnership” with Curion and L’Oréal. Later in the day, Flowers Foods’ comes on with quantilope to talk about Dave’s Killer Bread, and also “Leveraging future consumer and shopper trends to drive category growth” from Mondelēz International where they’ll talk about consumer needs and future snacking trends.

Thursday, the learning continues with conference sessions from Colgate Palmolive, eBay and The Clorox Company. And look for Lea at the panel session “How Verizon, GoGo squeeZ and Sargento are reimagining qual” where presenters will discuss the evolving state of qualitative research, including the integration of AI-powered tools and in-person methods, offering strategies and tools for modernizing qual programs to meet specific business needs. And another qual session comes up after that from Pernod Ricard.

The show closes with a final happy hour on the show floor! We hope you can connect with Lea Ben-Akiva while you’re there, you can email her here or contact AMC Global directly. We’d love to talk about some of our recent projects, like our recent studies with New Culture and with Suntory Global Spirits.

Why I Love MR: An Interview with Ken Roshkoff

AMC Global — Tue, 09 Jul 2024 12:00:00 GMT

Here we get a chance to know Ken Roshkoff, CEO here at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

KEN: I grew up around market research. My dad started our company, AMC, back in 1979. Growing up, I used to talk to him about the types of projects he was working on, and it always sounded very interesting. I loved the idea that he was often working on new products prior to their launch—before the general public knew anything about them.

What was exciting to me about market research was the creativity and problem solving associated with it. For me, it’s not so much about digging deep into the numbers. We’ve got awesome researchers handling that at AMC Global. t’s more about the big picture. Understanding our clients’ needs and putting together creative custom solutions that best address those needs and provide the actionable insights they are looking for.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach? ?

KEN: Nothing gets me more excited than one of AMC Global’s full-blown PFU (Purchaser Follow-Up) programs that includes all the bells and whistles we incorporate to provide the actionable insights our clients need in order to help guide their decision making in the new product launch space.

What has surprised you most about working in market research and insights?

KEN: Probably the fact that I was able to find my niche in the new product launch space, develop several patents on insights solutions that really fill a void, and build a business around these unique solutions.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

KEN: As of today, AI is the hot topic everyone is talking about. It’s well known that there are numerous ways market research organizations can benefit from using AI to help streamline their internal operations. As AI continues to evolve, I believe some of the internal functions at market research organizations will no longer need as many employees; however, for anyone considering a career in market research, don’t be alarmed. I also believe that AI will create all sorts of new career opportunities within the market research field. Our industry will still require humans who are skilled market researchers and understand when, where, and how to leverage AI to best address client needs. It’s an exciting time and I have no doubt that AI will play a key role in the future of our industry.

What would you tell someone who is considering a career in market research?

KEN: The same thing I’d tell them about any career they are considering. You’ve got to find something that you love doing. Market research can take you down many different paths, and it’s not for everyone. Try to determine early on what excites you most about this industry and immerse yourself in it completely. It’s an awesome feeling when you love what you do.

Thank you, Ken!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

AMC Global at ESOMAR’s Art & Science of Innovation Conference

AMC Global — Sat, 08 Jun 2024 02:03:07 GMT

We are headed to Chicago next week for the highly anticipated Art & Science of Innovation Conference from ESOMAR, taking place at the Swissotel Chicago June 16-18. We are looking forward to discussions on the latest in AI-driven market research, innovative methodologies and sustainable strategies for global brands. The event will also highlight emerging talent with the Young ESOMAR Society (YES!) Awards.

AMC Global’s own Shira Horn and Lea Ben-Akiva will be there, live and in-person! And at the conference, Shira will be speaking with our Suntory Global Spirits client, Jenny Stephen, on their end-to-end consumer purchase and consumption journey study that helped advise Beam Suntory's launch of its -196 hard seltzer in the competitive U.S. market.

Make sure to mark your calendar for Monday, June 17th! Their talk, “From shelf to sip: Uncovering a winning consumer journey for Suntory’s -196 hard seltzer,” will dig into getting noticed on the shelf and at the party with this unique beverage. You will learn how staying a step ahead in highly competitive product categories takes insights that span the complete consumer journey!

Right before our session, the team is looking forward to hearing how Instacart, along with Material, is talking about “Breaking Down Barriers” and a new approach to quantifying the impact of barrier removal on customer acquisition. And later that Monday, learning about empowered insights for an underserved market with Proctor and Gamble along with Generation1.ca.

Tuesday, the momentum continues, with sessions we are looking forward to from Johnsonville Sausage and ProdigyWorks on “Driving Market Success by Breaking Through Innovation Barriers,” as well as the closing keynote “Navigating the New: AI, Art, Ethics and the Future of Innovation” with Kay Firth-Butterfield about AI governance and how AI may impact our industry.

We can’t wait to see you in Chicago! In the meantime, check out our white paper on the Suntory Global Spirits study.

Why I Love MR: An Interview with Kristin Luck

AMC Global — Mon, 03 Jun 2024 13:20:00 GMT

Here we get a chance to know Kristin Luck, Founder and Managing Partner at ScaleHouse, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

KRISTIN: Honestly I don’t think most folks know, at least during their University days, that market research is even a career option. As most in this sector, I fell into market research by chance. One of my many jobs as I worked my way through my University degree was as a research assistant at a social science research firm. I was a Journalism major and research is all about telling stories through data so I just really fell in love with the process, and when I graduated I was hired by Lieberman Research Worldwide (now Material+) in Los Angeles. And so my market research career began!

What has surprised you most about working in market research and insights?

KRISTIN: I’ve been more shocked than surprised that the majority of research firms don’t conduct research on their own brand, use data to tune their own business performance, or believe in investing in marketing. It’s baffling to me. In essence, as an industry we don’t “eat our own dog food”.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

KRISTIN: There’s a lot of debate right now about the use of generative AI and synthetic data within the sector. Although the use of these solutions make many nervous about their long term career prospects, I look for opportunities that show promise to cut out “grunt work” (which most of us spent our early careers toiling under) and/or improve the quality of insights delivered. I think generative AI and synthetic data show great promise on both fronts.

What would you tell someone who is considering a career in market research?

KRISTIN: Market research is a $180B global sector that is incredibly broad. Don’t get stuck on one vertical, company or method but, instead, try to experience as much variety as you can early on in your career. I’ve excelled in this sector because I’ve gravitated toward my interests and was fortunate to have crossed paths with the right people at the right time, which enabled me to have a broader and more varied career than I could have ever imagined.

Thank you, Kristin!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Vanessa Giraldo

AMC Global — Sat, 25 May 2024 13:30:37 GMT

Here we get a chance to know Vanessa Giraldo, Director of Qualitative Insights at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

VANESSA: Honestly, I wasn’t even aware of market research as a field until later on in my college career. I needed to take a handful of elective classes to satiate the credits required for my double major, and landed in a market research class. Thereafter, I applied for market research internships, and found one (that was mostly quantitative healthcare research). While I knew that area of research wasn’t exactly what I wanted to do, I knew I was very interested in primary/custom research, and applied for a number of jobs in the industry when I graduated. I started out as an analyst for a boutique firm and pretty quickly leaned into qualitative, which I absolutely love to this day!

What has surprised you most about working in market research and insights?

VANESSA: Since the beginning, I’ve found it fascinating to see all of the work that goes into products. packaging, pricing, etc. behind the scenes before products/services even hit the market (or are later tracked, optimized, and so forth)—every little detail. It is also exciting to watch products/services you have worked on come to life. It is something that my family and friends also find fascinating when I talk to them about what I do, which is fun :)

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

VANESSA: I’m always intrigued when studying similar products in different markets to understand what makes people tick based on their backgrounds, culture, personal situations, etc. I love to test anything with the same company/brand across different countries/continents and enjoy being tasked with how to ask the right questions to get the right answers with different populations. I find the upfront work as challenging and exciting as the analysis, and always look forward to these type of projects.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

VANESSA: I think there is a right methodology/approach for every study, so I can’t say that I have one in particular, but I think there is something special about in-person ethnography studies (especially in-home). Not only do you get to talk to individuals in their comfort zone/safest space, but you get to see into their lives, and can take a lot of that into the analysis, which can provide particularly powerful outcomes.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

VANESSA: I think AI is something that is here and cannot be ignored, so I’m truly excited to see how this will change and shape the future of research! Beyond that, I think that there is a lot to be said for the human piece in setting up the research, doing the research and analyzing the research. I’m looking forward to marrying the best that technology can offer with the skills that researchers bring to the table (those skills that cannot be replaced by AI). This will yield the greatest results.

What would you tell someone who is considering a career in market research?

VANESSA: Do it! I’ve never regretted it for a minute, and 12 years into my career, I still love “going” to work every day :) Personally, staying agency-side (versus client-side) has been my passion because it keeps everyday interesting without as much concern about the potential of things getting monotonous—that is more of my personal preference. I’ve truly enjoyed expanding my knowledge and skill set with a wide variety of clients in different industries over the years.

Thank you, Vanessa!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

We write for Research World on Reaching Gen Z Audiences

AMC Global — Thu, 16 May 2024 13:28:58 GMT

Reaching Gen Z audiences is becoming more and more important as this generation grows into their earning and buying power—but when doing market research they require a different approach to get the best insights. Recently our VP of Strategy and Insights, Emily Trentacosta, was published in Research World magazine talking about Gen Z and research. In her article, “Navigating Gen Z Research: Strategies and Considerations,” Emily shares gathered thoughts from experts in market research, and what we’ve learned at AMC Global, to help shed light on Gen Z study best practices.

The article talks about how important it is for researchers to understand that Gen Z resists traditional categorization, and to avoid asking them to fit into “boxes” or traditional demographic classifications. Emily advises offering inclusive options or the ability to skip certain questions to keep them engaged—if you must ask demographic questions at all in your study.

And of course, researchers must consider a mobile-first approach to engage the mobile-first Generation Z. Reaching them digitally through custom apps and social platforms, as well as considering methods like asynchronous research, will capture their attention more effectively for your studies. Another important aspect for engagement is fair compensation and transparent incentives to keep Gen Z participants motivated and prevent dropouts.

“Navigating Gen Z Research: Strategies and Considerations,” also discusses how it isn’t just the study itself that needs to be adjusted to reach Gen Z best, researchers must also consider how to segment and analyze the data gathered from Gen Z. Emily recommends segmenting Gen Z based on attitudes and preferences, not just demographics—and interpret findings through a lens of understanding Gen Z’s unique expectations shaped by lifelong tech exposure.

The Research World article features input from market research firms like Logica Research, The Social Question, MFour, OpinionRoute and more. With tailored approaches and a deep understanding of Gen Z's diversity and digital fluency, market research can connect with them authentically. To find out more about reaching this unique cohort, reach out to us!

AMC Global expands qualitative research team with new appointment

AMC Global — Thu, 16 May 2024 12:56:55 GMT

PRESS RELEASE

A new Director of Qualitative Insights has been hired by custom market research and insights firm AMC Global to enhance qualitative expertise

AMC Global, an international custom market research firm specializing in launch strategies and brand tracking, is expanding qualitative capabilities to support client demand and projects. Vanessa Giraldo joins as Director of Qualitative Insights, and will work closely with AMC’s Vice President of Qualitative Insights, Ashley D’Annunzio—and across all teams within the company. Giraldo will play a pivotal role in guiding qualitative methodology design, overseeing fielding and driving insightful analysis and reporting.

"We're thrilled to welcome Vanessa to our team at AMC Global as we continue to see exponential growth in our qualitative business,” says Ashley D’Annunzio, Vice President of Qualitative Insights at AMC Global. “Her wealth of qualitative expertise will elevate our research capabilities across the board. With Vanessa’s hire, we're poised to deliver even greater value to our clients and meet the evolving needs of the market."

Vanessa Giraldo, Director of Qualitative Insights
With past experience in qualitative research across a variety of category verticals, Giraldo joins the AMC Global team with deep expertise in all aspects of qual from study design to fielding to analysis. She has worked with clients such as L’Oreal, Bacardi, Google, The Coca-Cola Company and Nike, to name a few. Giraldo has held past positions at research firms like SEEK Company, MMR Research Worldwide, and MetrixLab. She has her Bachelor’s Degree in Marketing & International Business from Quinnipiac University, and is a RIVA trained qualitative moderator. https://www.linkedin.com/in/vanessa-giraldo-07b74735/

Notably, Giraldo’s fluency in Spanish and extensive experience conducting research with diverse, multicultural populations will further enrich the team's capabilities. AMC Global employs innovative qualitative research solutions at every stage of the product life cycle. To learn more about AMC Global’s qualitative research approaches, please visit: https://amcglobal.com/qualitative-research/

AMC Global expands team and promotes staff to support company growth and client services

AMC Global — Tue, 09 Apr 2024 13:30:00 GMT

PRESS RELEASE

AMC Global, an international custom market research firm specializing in launch strategies and brand tracking, has added a senior research director and advanced internal personnel to align with the company's growth trajectory and focus on client services. Jennifer Binelli joins as Senior Research Director, Strategy & Insights. Ashley D’Annunzio has been promoted to Vice President of Qualitative Insights and Reene Kalola moves up to Senior Research Director, among other promotions within the company.

"At AMC Global, we are dedicated to upholding exceptional quality and service standards, and our internal teams and new hire play a pivotal role in furthering this commitment," explained Ken Roshkoff, CEO of AMC Global. "As our business continues to expand, we are strategically positioning every team member to effectively serve our clients and leverage their individual expertise."

Jennifer Binelli, Senior Research Director, Strategy & Insights
With more than 20 years of experience, Binelli specializes in providing research-based insights and strategies to clients. She excels in market research project management, analysis, and has a track record of delivering actionable insights for notable CPG, food & beverage and healthcare clients. Her expertise lies in segmentation, product and branding research, and journey mapping—utilizing both quantitative and qualitative methodologies to drive growth and strategic decision-making for brands. Binelli is a graduate of Wake Forest University with a degree in sociology.
https://www.linkedin.com/in/jennifer-binelli-6074251/

Ashley D’Annunzio, Vice President of Qualitative Insights (Promotion)
D’Annunzio is a qualitative research leader with deep enthusiasm for uncovering the motivations that influence consumer behavior and marketplace trends. During her career, she has worked closely with cross-functional teams at Fortune 500 companies in the food, beverage, personal care, household care and financial services industries—both domestically and internationally. D’Annunzio is a RIVA-trained moderator and a graduate of Penn State University with a degree in advertising and psychology.
https://www.linkedin.com/in/ashleydannunzio/

Reene Kalola, Senior Research Director, Strategy & Insights (Promotion)
Kalola is an innovative and strategic business insights professional with strong hands-on analytic skills that help answer key business questions in industries ranging from consumer packaged goods to durables to the beverage industry. She delivers insights to clients using effective storytelling approaches, and brings significant experience in data integration and providing expedient resolutions. Kalola provides strategic consulting to AMC’s CPG clients across a number of methodologies. She holds a bachelor’s degree from Rutgers University and a master’s degree from University of Pennsylvania.
https://www.linkedin.com/in/reene-kalola-b6579046/

More recent promotions within AMC Global will support the pace of continuous growth, and expanding and bolstering service to client partners. Other promotions include Caitlin Connor to Research Manager; Shelbi Webb to Senior Project Director; Amelia Gulding to Project Director; and Lettisha Omo to Project Director.

Why I Love MR: An Interview with Jenny Stephen

AMC Global — Thu, 04 Apr 2024 23:22:53 GMT

Here we get a chance to know Jenny Stephen, Consumer Insights Manager at Beam Suntory, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

JENNY: I didn’t even know what market research was until I was a Junior in college. I was studying Marketing and was required to take a market research class. At the time, I was considering a career in either consulting or brand management but was inspired to pivot to market research when I learned that it was the best of both those worlds. In market research, you’re able to be a strategic thought partner as a consultant would be but you’re also an expert in your category/brand and the consumer. I loved the duality of that.

What has surprised you most about working in market research and insights?

JENNY: How creative it can be! Market research is all about telling a story through data. And beyond just interpreting what the data means, a large part of the storytelling is about bringing the data to life through data visualization. A part of market research that I’ve always loved is thinking through how to show the data in a way that is both interesting and easy to understand for the audience.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

JENNY: I love learning about macro trends and how they influence consumers across categories. I find it fascinating to see how one trend can manifest differently in such diverse categories as food and beverage, health and beauty, fashion, media, etc. One trend in particular that I’ve been enjoying learning about recently is cultural globalization.

Living in an ever-evolving digital world, we have significantly more access to global influence than ever before, which has sparked a lot of curiosity with consumers. My ideal passion project would be to travel the world and study the cultures (or sub-cultures in some instances) that are having the biggest impact on mainstream attitudes and behaviors.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

JENNY: Even though they can often be long and tedious projects, I’ve always loved segmentations. I love the concept of taking a large group of consumers across completely different demographics and backgrounds and understanding what makes them similar, whether that be through behaviors or emotional, functional, or social needs.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

JENNY: I’m looking forward to seeing how AI continues to impact our industry. There’s been a lot of cool new tools that leverage AI to collect and analyze large data sets across multiple platforms. For instance, I find the use of AI to forecast future trends via social scraping of channels like online articles, online forums, search, social media, etc. to be particularly interesting. I think it will allow brands to be more agile in their innovation development by allowing them to identify and action on growing trends sooner. However, AI comes with a new set of challenges as it poses threats to data quality and integrity, so its continued evolvement will be something we continue to navigate through.

What would you tell someone who is considering a career in market research?

JENNY: I would say it’s a great opportunity for anyone looking for a diverse career path. It provides frequent exposure to data and analytics, while also offering experience with marketing and the creative side of brands. It also offers options for the types of industries you can work in. For instance, if you work at a market research agency, you’ll gain exposure to a lot of different clients across categories, like CPG, tech, food & beverage, etc. Or if you want to become an expert in a particular category, you can do research for a brand in-house.

Thank you, Jenny!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Miriam Konz

AMC Global — Mon, 25 Mar 2024 07:30:00 GMT

Here we get a chance to know Miriam Konz, Executive Vice President of Corporate Strategy and Innovation at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

MIRIAM: Oh, boy, is this a long story! I’ll leave some details out. I took a MR course and Stats in college as part of my Marketing minor, so I knew a little about it. But it wasn’t until I left a role on Wall Street and was waitressing in NYC that Marketing Research was on my radar. Two of my customers were in the field and it all just happened from there. My first job at CLT Research was perfect at the time, with in-house coding, data processing, graphics, even printing and key punch (we did a lot of paper and pencil research in the 1800’s, after all). Such a well-rounded first experience and my mentors there were inspiring, strong, and creative.

What has surprised you most about working in market research and insights?

MIRIAM: Almost every day I’m surprised that it’s already time to close up shop! Time flies! The diversity of what needs to get done keeps me interested and engaged all day long. And the mix of math, science and creativity, it works all those brain muscles!!

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

MIRIAM: With all the talk about AI, I’d love to research both consumers and professionals about a) how they feel about using AI in their daily lives/jobs and b) how they are using it now and/or plan to in the future. Bonus would be to split the samples and use traditional research methods for half and AI-based methods for the other half. Wow, I’m really geeking out over here!

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

MIRIAM: In thirty years, I’ve seen a lot of research, but my favorite is definitely segmentation – mainly because of the creativity needed. It’s one thing to deliver segments to a client, but truly successful segmentation becomes part of the DNA of your client’s marketing and innovation processes. Getting those teams on board requires creative working sessions where the segments are introduced in a way that everyone gets excited about implementing what they’ve learned. I once did a game show, with valuable prizes, to a multi-functional crowd of 100+ where we used popular TV moms and they had to guess the segment. The prizes were themed to the segment too!

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

MIRIAM: AI, of course, is all anyone is talking about. We’re using it a bit to gain efficiency in time-consuming tasks like combing through videos to create showreels for clients. There’s so much to explore here but I never want to lose the “human touch” aspect of what I do!

What would you tell someone who is considering a career in market research?

MIRIAM: It’s a fast-paced, action-packed career. Because it is deadline-oriented, it can mean long hours at times, but you know when they’re coming. It’s a career that often lets you see the results of your work on the shelf or in advertising. The industry is small, so paths cross often and everyone knows each other. And you can work in any industry in a client-side marketing research role, or you can choose the supplier path and work in all of them!

Thank you, Miriam!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Grace Topoleski

AMC Global — Mon, 18 Mar 2024 06:00:00 GMT

Here we get a chance to know Grace Topoleski, Project Director at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

GRACE: I first got involved in market research in an undergraduate class at Michigan State. I loved learning about the combination of psychology and marketing and became super interested in understanding the ins-and-outs of consumer behavior. I remember hearing from a guest speaker from Wendy’s who talked about using market research to inform their drive-thru menu design and from there, I was hooked!

What has surprised you most about working in market research and insights?

GRACE: Every day and every project are truly unique. Whether it be different questions being asked or different strategies to approach a study, no two projects are the same which keeps things interesting and keeps us learning all the time! It seems that the sky is the limit in terms of what questions clients can ask and what future or current business decisions they are looking to inform with the research.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

GRACE: I would love to work on a research project about women in sports. Specifically, researching how sports organizations, like the NFL or NBA, can better reach female audiences and include them in the game. It would also be great to better understand what media companies can do to increase viewership for women’s sports across the board.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

GRACE: I recently had the opportunity to work on a super unique MaxDiff study. We were able to learn so much and really help our client take the most informed next steps. It has become one of my favorite quantitative methodologies!

I also always love qualitative research. It is fascinating to observe the way that consumers react to concepts/questions and how each person looks at everything a little bit different.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

GRACE: At this point, it seems to go without saying that AI and all its innovations are changing the landscape of many industries, market research included. I believe that AI will change the way that we analyze and understand data and the ways that the data is presented. I think there are many more innovations and integrations on the horizon and look forward to seeing how it moves the industry forward.

What would you tell someone who is considering a career in market research?

GRACE: If you are curious and love to learn, this would be a great career path for you. There are so many opportunities within the industry and so many different paths you can take. Everyday is a new challenge and opportunity to learn!

Thank you, Grace!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Join AMC Global at IIEX NA 2024 in Austin

AMC Global — Tue, 12 Mar 2024 16:27:08 GMT

Don't miss the dynamic discussions, demos, and learning sessions at IIEX NA.

Shira Horn and Lea Ben-Akiva from AMC Global will be there.

We are already gearing up for IIEX North America 2024, coming up in Austin this April. This is the premier event for industry thought leaders, brand innovators, and professionals seeking advancement in research, analytics, and insights. Our team is looking forward to engaging in dynamic discussions, hands-on demos, and exploring cutting-edge technologies and trends shaping the industry's future.

AMC Global’s Shira Horn and Lea Ben-Akiva will be there, kicking off the show off right at Women in Research’s big opening night reception hoe-down on Tuesday, April 16. Will you be there? Let us know and we will keep an eye out for you!

At the conference, Shira will be speaking with our New Culture client, Benjamin Freedman, on a groundbreaking innovation study. Their talk, “New Culture: Launching Disruptive (& Delicious) Innovation,” will be happening on Wednesday—make sure to mark your calendars and schedule your attendance in your show app once the agenda is finalized for IIEX NA.

In their session, Shira and Ben will share how New Culture, a pioneering animal-free dairy company, navigated the challenges of launching a groundbreaking product with a small-scale custom study, driving significant innovation despite its size. You’ll get the scoop on how they uncovered insights using strategic launch locations and unique consumer segmentation—and how the results were scaled for consumer understanding, venture funding and marketplace success.

Other talks the team is going to try to catch at IIEX NA include E&J Gallo’s session, “Bridge the Gap Between Brand Building & Performance Marketing.” and Levi Strauss’ “Leveraging Diverse Organizations to Win Diverse Communities.” We also plan on attending PepsiCo and Dig’s “How PepsiCo Leverages AI to Maximize Creative Effectiveness.” Another session that looks interesting on the hot topic of AI is “Predicting the Pulse of the World with Generative AI” with Nichefire. What sessions are you planning to attend at the show? Let us know!

Why I Love MR: An Interview with Sian Douglas

AMC Global — Mon, 11 Mar 2024 09:15:00 GMT

Here we get a chance to know Sian Douglas, Senior Project Director at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

SIAN: Market research is a field that I was looking for but didn’t know the name of for a long time. My background is in Economics and my research prior to MRx revolved around digging into insights and tracking for Public Policy. (Not too dissimilar from what I do now, just with a twist!) It was only after a chat with a Mount Holyoke Alum that the puzzle pieces fell into place. I described my dream job and left that conversation with the name of the discipline and a recommendation for a uniquely wonderful group who care about the nitty-gritty details as much as I do. Now, I’m knee-deep in unraveling the ‘whys’, crunching data, and storytelling. Funny how things work out.

What has surprised you most about working in market research and insights?

SIAN: Considering my journey into Market Research, I knew that MRx was a niche field of talented researchers and storytellers. So, I was pleasantly surprised by the sheer abundance of resources readily available—webinars, blogs, and online courses. MRx stands out as a shining star, offering significant growth opportunities and keeping a pulse on the latest market research trends. Kudos to the Market Research community, I’m grateful to be a part of it.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

SIAN: A big tea enthusiast here! As a sign of dedication (during my days of AP Human Geography), I delved into all the possible details of a single bag of tea. The search (from the library and a couple of phone calls) took me all over the world in terms of production and processing of the tea leaves, the sourcing of the silk bag and string, to even the printing press for the label attached to the string.

Now with my current data background and knowledge, my curiosity extends to the international tea industry from a consumer perspective. I would dig into the big questions, what is the best tea out there, why people start drinking tea, what does the future of tea look like? I would love the opportunity to crunch that data myself, all while enjoying a cuppa.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

SIAN: My current top pick? Custom mixed-methods. While I lean towards quant, (don’t get me wrong, it’s my favorite, but…) the blend of qual and quant is surprisingly satisfying. Whether it's validating quantitative findings or delving into consumer or HCP perspectives, it's a powerful tool—especially for venturing into uncharted territories.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

SIAN: The hot topic right now is AI, as we continue to explore its role and potential benefits. I anticipate AI is here to stay and it’s set to play a big role in the future, shaping the landscape of insights by enhancing efficiency or developing valuable tools for analytics and data driven research.

What would you tell someone who is considering a career in market research?

SIAN: There’s a lot of satisfaction that comes from a career in Market Research, and when I look at the market researchers I admire, I see critical thinkers and versatile subject matter experts who never stop learning. They leave no stone unturned, approach new challenges with creativity, and are always ready to think outside of the box. If that resonates with their career interests, keep asking questions and take advantage of the wealth of knowledge online to kickstart their own journey.

Thank you, Sian!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

AMC Global at Quirk’s Chicago 2024

AMC Global — Fri, 08 Mar 2024 19:48:15 GMT

It’s time for the 2024 Quirk's Event Chicago again, coming up March 26-27 at the Sheraton Grand Chicago! Once again the conference promises a dynamic gathering of insights professionals, featuring multiple learning tracks covering various aspects of market research, insights and analytics. We love how education is a priority at Quirk’s, with sessions sharing case studies, research findings, best practices, and thought leadership. The expo also offers interactive exhibits, games, and networking opportunities. With a focus on inclusivity and collaboration, the Quirk’s Event provides ample opportunities for networking, learning, and fun in a collegial atmosphere. The theme this year is “Driving Your Research Forward.”

Our EVP of Growth and Innovation, Lea Ben-Akiva, will be there! The fun starts on Monday evening at the Women in Research opening night reception. Then she’s going to catch some key sessions and loop back with the rest of our team on what she learns at the show. From customer love, to open-end feedback best practices, to AI – there are lots of hot subjects in the tracks this year.

Some of the topics we are looking forward to on Tuesday include Molson Coors’ sessions, “Walk a country mile (in your customers’ boots): Decoding the hidden values of rural Americans,” and “Happiest hour: How can alcohol brands meet consumers where they are amidst a major cultural drinking shift?” where they are talking, along with BEAM Suntory and Toluna, about adjusting as consumers change their drinking habits. Cambri’s session, “Using AI to drive stronger product performance: Learn how top CPG brands like Coca-Cola, Carlsberg and Nestle use AI to guide, predict and improve their innovation success,” also looks like one to catch, especially with AI being such a hot topic recently.

Wednesday, the AI topics continue, kicking off with Hotspex and Insperient talking “Beyond the obvious: Harnessing generative AI to analyze quantitative survey data, both current and historic.” Later on Wednesday, Lea is going to try to catch “Do more with less” from Ipsos, Kohler and Kraft Heinz for insights on maximizing efficiency and effectiveness in research with constrained resources, focusing on innovative methodologies, cross-functional collaboration, and aligning research with business goals.

Schedule some time with Lea at The Quirk’s Event Chicago, or just let her know you’re going to be there… Reach out here.

Why I Love MR: An Interview with Shelbi Webb

AMC Global — Mon, 04 Mar 2024 20:07:21 GMT

Here we get a chance to know Shelbi Webb, Project Director at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

SHELBI: I stumbled upon market research during my undergrad. It was completely new to me at the time. But I found the material was fascinating and using statistics and strategic thinking sounded like a perfect blend for my career. I also had a great professor who encouraged me to consider the Master’s program. It seemed too good to pass up, so straight out of undergrad, I dove right in!

What has surprised you most about working in market research and insights?

SHELBI: I love the versatility of marketing research. Custom research is especially enjoyable because it allows us to tailor the research to meet our clients' information needs. This makes everyday at work exciting as we uncover interesting insights about consumers. Investigating how consumers perceive and make decisions is a fascinating and engaging aspect of this field.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

SHELBI: I enjoy travel so any research in the travel and hospitality industry would be interesting. What tools are consumers using to plan their travel? How do they choose their activities on vacation? What role do social media platforms play in inspiring travel plans and influencing choices? There are many interesting topics to explore in this industry.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

SHELBI: I really like quantitative methodologies, especially foundational research—it's my favorite. Foundational research sets the stage for understanding the basic principles and trends that shape consumer behavior and perceptions, which guides marketing strategies. In-Home Usage Tests are fascinating, providing insights into actual product usage, uncovering subtle details that might not come to light through words alone. And qualitative research is definitely growing on me as the depth of understanding gained from real conversations with consumers is invaluable.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

SHELBI: AI and machine learning are revolutionizing every industry, marketing research included. There are many tools coming out of AI/ML that aid in delivering insights faster. You can’t replace the expertise of a researcher but AI/ML is certainly becoming a useful tool, enhancing efficiency.

What would you tell someone who is considering a career in market research?

SHELBI: I would highly encourage others that are considering a career in marketing research to go for it, I genuinely LOVE my job! My less fulfilling days are those where I have little to do. And on my best days I have the opportunity to work on various projects, solving for client’s needs with strategic thinking and creativity.

Thank you, Shelbi!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

We write about consumer skepticism for The Plant-Based Magazine

AMC Global — Sat, 02 Mar 2024 04:11:00 GMT

Recently AMC Global's EVP, Shira Horn, contributed an article to The Plant-Based Magazine exploring the rising popularity of plant-based foods amidst skepticism on taste, health benefits, environmental claims, and affordability.

Using our recent study with New Culture as an example, Shira looks at some of the cutting-edge plant-based products being produced in recent times.

While taste remains a significant concern for consumers, advancements in food technology are improving plant-based product quality in terms of flavor—and also on the nutritional front. Despite doubts about nutritional adequacy on some fronts like protein, vitamins and minerals, balanced plant-based diets can actually offer various health benefits including lower cholesterol and reduced risk of chronic diseases.

The article by Shira also focuses on how plant-based or animal-free products can help meet consumers' sustainability concerns. Environmentally, plant-based foods have a lower ecological footprint, and avoid concerns about animal cruelty. This can be a large advantage in the marketplace, where consumers are looking for more socially and environmentally responsible products. Shira also discusses how cost and accessibility challenges can contribute to consumer skepticism but are gradually being addressed with increased demand.

These issues were also explored in the "A Cheese Revolution," the market research report from our consumer insights study on animal-free cheese with New Culture.

Overcoming skepticism requires deep consumer understanding and product evolution. As the industry continues to innovate, more accessible, nutritious, and flavorful plant-based options emerge. To learn how to keep up, read our article in The Plant-Based Magazine or reach out to us!

Why I Love MR: An Interview with Paige Copple

AMC Global — Fri, 23 Feb 2024 15:35:00 GMT

Here we get a chance to know Paige Copple, Senior Project Director at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

PAIGE: Like most MR professionals my path into market research has been fairly nontraditional! While completing my master’s in crime and intel analysis, I got a lot of hands-on experience in research. Since I was more interested in becoming an analyst over an agent or an officer, I worked with one of my professors to do IDIs all over the state of Oklahoma on the topics of rural policing and meth (use, distribution, desistence). I also collected data in a probation office, interviewing individuals as they came out of federal facilities. The hands-on experience showed me that research was the path to go, and I never looked back. I got from criminal justice research to CPG market research by way of political polling and am very happy I did! I love that every moment is a learning opportunity, it helps me enjoy diving into my work each day.

What has surprised you most about working in market research and insights?

PAIGE: Every element of a product can be the focus of a study… from big to small… from the color of a cap before the product goes to production to helping re-shape entire flavor profiles. I was decently surprised by the breadth of projects we conduct and how even information on the smallest detail of a product can be incredibly valuable to our clients.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

PAIGE: Oh this is difficult but I really want to study Formula 1 and the racing world, especially getting women more involved in racing, at all levels. I would love to be able to develop the marketing surrounding a team and a driver. Specifically, how to build engagement in the US market, find the right sponsors for them, and help shape their brand. They have a new segment, F1 Academy that works to get women on the pathway to F1 and I’d love to help develop that.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

PAIGE: Based on how I was first introduced to research – I love qual! Especially product taste tests - there is something so fun about exploring the sensory elements of a new product (or the refinement of an existing product) with people in person that reminds me how much I enjoy market research!

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

PAIGE: The obvious one is AI (specifically LLMs) and the speed that this has just popped up in the last year or so. I am weary of the faults it has and the quality it can provide, but I am excited to see how it can become a beneficial tool (used responsibly) in the field.

What would you tell someone who is considering a career in market research?

PAIGE: Details, details, details. Refine your ability to ‘pay attention to details’. It is integral to a career in market research.

Thank you, Paige!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Karen Lynch

AMC Global — Fri, 09 Feb 2024 15:49:00 GMT

Here we get a chance to know Karen Lynch, Head of Content at Greenbook, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

KAREN: Like others who have answered this question before me, my college coursework stimulated my interest. I was a marketing major, so of course I had coursework in market research. However, my sociology classes were my favorite. I was fascinated by the idea that there was a science dedicated to understanding how people behave within societies, including their cultural, economic, and social practices.

I wed the two interests in my first real job after graduation, beginning a career in qualitative research, studying consumer behavior, exploring preferences and decision-making processes. I never lost a fascination with human behavior and societal trends; I just pivoted to understand how those things shape market dynamics and consumer preferences.

What has surprised you most about working in market research and insights?

KAREN: It’s always human behavior that surprises me. I could regale you with stories about surprises during interviews and/or ethnographic studies (e.g., a respondent hitting on my client during an in-home despite numerous attempts to refocus him, another lifting me far above his head to save me from an attacking dog, that kind of thing).

Instead, I’ll tell you that I am mostly surprised how much people are willing to open up when you take the time to sit with them and ask them questions. We’re living in a world filled with individuals seeking connection, and one of the great privileges of being in market research is that we have the opportunity to offer them what they need. It’s quite something, really. Isn’t it?

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

KAREN: I really would love to study behavior at the societal level. I was fascinated by our behavior during the pandemic, I’m fascinated at our adoption of online behavior. I’m curious now about our adoption of AI and think studying, by generation, current attitudes and perceptions would be intriguing work.

Now that I’m “in media” I’d be interested in studying our human consumption of it. The shift from reading to audio and where we are headed next, what children’s wants and needs are in programming compared to those of adults. I don’t know what I’ll discover, and that’s one of the things I love most about working in this field: you never know what you’ll learn, what you’ll find out, and where true insight will come from.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

KAREN: In case you couldn’t tell, I’ve always been a big fan of ethnography. I’ve been in the homes of people below the poverty level for a life insurance company. I’ve been in the back of the house of restaurants interviewing owners and chefs for a food service company. I’ve been called an angel, a friend. I’ve been invited to join a participant in their basement (hard pass) and asked to be set up with someone’s brother in the mountains of Appalachia (another hard pass). I’ve witnessed people, families, at work and play, and seen the love of couples far greater than anything I’ve experienced myself. There is nothing, and I mean nothing, like applied ethnography.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

KAREN: Everything cutting edge right now is using non-human intelligence. And just as in one point of time we had to learn to use computers, and the internet, and mobile phones, today we all need to learn how to use AI. Personally and professionally. I know there is still some resistance, but the technology will be integrated into the restech platforms we use and influence the work we do in new ways moving forward. I really worry about people who aren’t leaning in; they will be left behind.

What would you tell someone who is considering a career in market research?

KAREN: First, consider if you want to study people or numbers. We are headed into a time when data and analytics will be running the industry; for some areas, this is already the reality. Shopper Insights, for example, is largely data-driven. So if numbers are interesting to you, learn data science, study how to look at patterns and anomalies on spreadsheets. If people are interesting to you, consider how you might humanize them in a data-driven field, leveling up your empathy and conversational skills. And early on, find yourself a mentor who can guide you and help you through some of the challenges you’ll face throughout your career. But jump in and go for it … the water is nice.

Thank you, Karen!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Emily Izbicki

AMC Global — Sat, 03 Feb 2024 15:25:22 GMT

Here we get a chance to know Emily Izbicki, PhD, Research Director at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

EMILY: I knew before college I’d pursue a psychology degree, and I was fortunate enough to get involved in research early on. I learned from amazing professors in undergrad, to whom I’ll always be incredibly grateful for guiding me on my research journey. From there I went to work as a research lab tech, and from there to pursue my doctorate in social psychology. So while I’ve always loved research, I didn’t find market research until late in grad school. I was drawn in – and still am! – by its cadence, which allows me to investigate all sorts of different topics, with a variety of methodologies. I also love AMC’s focus on consumer behavior, which fits nicely with my social psych background.

What has surprised you most about working in market research and insights?

EMILY: How much I adore data visualization, and how much impact data organization can have. There’s market research, and then there’s insights. Having the right information is of course essential – but communicating it well is an art.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

EMILY: Aside from market research, I’m also passionate about cooking and reading about food science for home kitchens. I’d love to work my way through something kind of esoteric, like learning all of Escoffier’s ways to make eggs, and sure, let’s rig up a refrigerator for dry aging.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

EMILY: I have a soft spot for pack work and shelf tests, and product tests, and foundational studies like A&Us. But in crafting custom approaches, for me it’s not so much working with a particular methodology or approach as the satisfaction of knowing we’ve hit upon the right selection for this particular initiative and to answer these specific objectives.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

EMILY: AI is obviously top of mind right now. From the agency side, not new but still hot is data quality and engagement. We put so much thought not just into what we’re asking, but how we’re asking it, to really make the time we have count.

What would you tell someone who is considering a career in market research?

EMILY: I never feel like I’m doing the exact same thing twice. I could run something like two claims tests or two PFUs (our Purchaser Follow-Ups) back-to-back, and the experience can be entirely different. This job can require both strict adherence to detail and a lot of flexibility. It’s absolutely a challenge, but it’s entertaining.

Thank you, Emily!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

New Culture and AMC Global Market Research Report Round-Up

AMC Global — Sat, 03 Feb 2024 15:06:44 GMT

AMC Global’s client partner New Culture has been hot in the news this New Year! We recently released the New Culture and AMC Global 2024 Market Research Report, “A Cheese Revolution: Unveiling The Appetite For A New Kind Of Mozzarella Among Pizza Lovers,” about our study together regarding a new-to-market, first-of-its-kind, animal-free dairy cheese. We LOVE new product launches here at AMC Global, and we are looking forward to sharing more details about this partnership with you at Greenbook’s IIEX NA in Austin this April.

Already this month, the buzz about New Culture has been covered by publications like the vegconomist, Perishable News, The Plant Based magazine, and National Post.

About the New 2024 Market Research Report

The vegconomist shares about our new report, “A Cheese Revolution,” discussing the study with use here at AMC Global and alt-dairy startup New Culture. They share how the insights uncovered reveal strong interest in animal-free mozzarella cheese across diverse consumer groups, including omnivores, flexitarians, and vegans.

Perishable News covers the report release as well, stating that our study indicates a growing openness to animal-free dairy products, with research showing 80% of interested consumers are actually omnivores! The study found that 4 in 5 consumers are willing to buy this alternative cheese, with early adopters showing a 97% purchase intent. The findings highlight the increasing market potential for animal-free dairy products that closely match traditional taste and texture. New Culture's animal-free mozzarella replicates traditional cheese qualities using precision fermentation, and some other publications take a closer look.

Taking a Look at the Cheese

Interest in New Culture’s product by the press goes beyond the release of the new report though—with The Plant Based magazine digging into the science behind the cheese. The article, “Putting melty, stretchy cheese alternatives on the menu,” talks about how traditional dairy-based cheeses owe their meltability and stretchability to casein, a key protein found in milk. However, plant-based cheeses often lack casein, resulting in a different texture and melting behavior. New Culture is one of the start-ups out there successfully exploring innovative approaches, such as precision fermentation, to produce casein without using cow's milk. As a result, New Culture has been able to create a meltable, stretchable non-dairy cheese. AMC Global has had a ton of fun working on this new, innovative product! To learn more about it, download the report here.

The National Post also talks about how companies like New Culture use microbes instead of animals to create dairy-like proteins and fats for cheeses that mimic traditional ones. The article also shares how New Culture's animal-free mozzarella will be served this year at Pizzeria Mozza in Los Angeles!

Product Launch Success

It has been a blast to help New Culture launch their unique animal-free cheese. Launching a new product is complicated! But even when you do a small scale study, you can take the insights and utilize them thoroughly like New Culture is doing for strategic pathways to success. If you want to learn more about how this worked, we hope you can join us at IIEX NA in April! You can also take a look at the coverage of this exciting new product in the vegconomist, Perishable News, The Plant Based magazine, and National Post—or download the the New Culture and AMC Global 2024 Market Research Report, “A Cheese Revolution: Unveiling The Appetite For A New Kind Of Mozzarella Among Pizza Lovers.”

Why I Love MR: An Interview with Alecia Divita

AMC Global — Tue, 09 Jan 2024 17:30:00 GMT

Here we get a chance to know Alecia DiVita, Senior Project Director at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

ALECIA: I actually had no understanding of the industry or the purpose behind it until I took a market research internship in college. I quickly became enthralled with uncovering insights and making recommendations that drove my client’s business decisions. It was only supposed to last one summer but here we are seven years later!

What has surprised you most about working in market research and insights?

ALECIA: What truly goes into making a business decision. From price points to packaging to where the product is on the shelf – all these decisions matter and serve a purpose. So many people walk through stores and see their favorite products but have no idea how much thought and investment has gone into them.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

ALECIA: I am a huge foodie and I love to travel so my passion project would have to combine the two and include some sort of taste test around the world!

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

ALECIA: My favorite research approach combines both quantitative and qualitative research. I want to uncover the ‘what’ but also love to understand the ‘why’.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

ALECIA: The world is constantly changing, and it only makes sense that market research changes with it! While I love traditional approaches to research, some of my favorite studies have been innovative techniques.

AI has been making waves and by working together with AI and utilizing the strength of the researcher’s creativity and knowledge I believe it has the chance to really shape the future of market research.

What would you tell someone who is considering a career in market research?

ALECIA: There is something new to learn every day, whether that learning benefits your clients or your own personal growth. If you love to learn, are self-motivated and enjoy working in a fast-paced environment, then market research is for you!

Thank you, Alecia!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Brenna Wolf

AMC Global — Thu, 28 Dec 2023 23:40:00 GMT

Here we get a chance to know Brenna Wolf, Research Manager at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

BRENNA: I was a Psychology major in college – I loved the field and it was so general that it could be applied to just about any career path. I knew I didn’t want to become a therapist, the traditional route of a Psychology major, so I started taking classes that used applied psychology, like Industrial/Organizational, Sports Psychology, etc. Eventually, I found my way to Consumer Psychology. From there, I did a little research on exactly how to make a career out of it and bam! There was market research. I’d always wanted to know why people bought the things they did. It was a match made in heaven.

What has surprised you most about working in market research and insights?

BRENNA: The logistics – people don’t think about HOW you get to the insights until you’re asked to basically start a project from scratch. It’s like, “ok, now what? Where do I even begin?” I’m also constantly amazed by just how much there is to learn. Everyday is a new challenge, a new opportunity.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

BRENNA: I’ve always had an interest in the Automobile industry. Why does someone choose one brand over another, one model, one type, etc. I would love to do either shop-alongs with someone or an IDI while they do research, or even a PFU of sorts across makes and models!

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

BRENNA: I LOVE a good Brand Stretch project. Seeing the potential products in the works per the client, understanding how they shake out in the minds of consumers and where they give their permission to play. Segmentations are also really cool – a comprehensive mix of behavioral and attitudinal data to cluster the general population? Sign me up! Plus, I love going through as myself and seeing what segments I belong to in our various clients’ segmentations.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

BRENNA: AI, hands down. It’s the current hot-button, buzzworthy innovation. I hope it gets integrated and improves every facet possible. But as a tool, an aid, not a replacement. It’s meant to help us do our jobs better.

What would you tell someone who is considering a career in market research?

BRENNA: Get ready to learn and get your hands dirty – the best way to acquire knowledge and experience, is just to DO. Theory is the first step, the second step is even more important – execution.

Thank you, Brenna!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Consumers Have Intentions to Limit Alcohol Intake in the New Year

AMC Global — Fri, 01 Dec 2023 17:05:51 GMT

New wave of ongoing consumer behavior study looks at current American views and attitudes about alcohol consumption

AMC Global and OpinionRoute have released the latest wave of our consumer behavior study. This wave of the study looks at the ways and the reasons people who drink alcoholic beverages manage their consumption, and how that may change in 2024.

For a full representation of the data, click the callout below or go here.

Key findings from the latest study:

Of those who consume alcohol, 62% will try to limit their alcohol consumption in some way in 2024. Consumers (63%) also reported that they tried to limit their alcohol consumption in 2023.
Some of the ways these consumers limited alcohol intake in 2023 were: limiting the amount of alcohol consumed at a given occasion (31%); drinking only at social events (23%); drinking only on specific days of the week (22%); drinking only when out of the home (17%). On average, 50% were successful in taking these measures to limit intake of these beverages.
The top reason people report trying to limit alcohol intake is for health concerns (83%). Specifically: to be healthier overall (62%); to lose weight (35%); because of a health issue (11%); recommended by a healthcare professional (7%); or negatively impacts my workouts (6%). Others cited the costs of alcoholic beverages (23%).

A complete representation of the “Managing Alcohol Consumption and Health Concerns” study can be found here. These insights were collected Friday, November 3 – Sunday, November 5 among a general population of n=802 U.S. consumers age 21+ who consume alcoholic beverages. The findings from this ongoing study are designed to help clients and industry leaders navigate quickly changing consumer behavior.

Why I Love MR: An Interview with Ashley D'Annunzio

AMC Global — Mon, 27 Nov 2023 17:30:40 GMT

Here we get a chance to know Ashley D'Annunzio, Vice President of Qualitative Insights at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a QUALITATIVE market researcher!” How did you first get involved in market research, and what drew you to it?

ASHLEY: I, like so many of my peers, fell into qualitative research somewhat by accident. I studied advertising and psychology at Penn State and expected to follow that path straight into an ad agency. And while that was my reality, for a few months at least, I quickly realized that I was much more interested in the data and insights that were driving the decisions being made – more so than implementing the prescribed course of action. Then, after starting my career on the research vendor side, I fell in love with the creativity and flexibility of qualitative research. I’m naturally really curious and Qual is the perfect marriage of using innovative ways to engage and connect with people.

What has surprised you most about working in market research and insights?

ASHLEY: A pleasant surprise has been that, even after almost twelve years working in qualitative research, it’s still so exciting! Seriously. I get to do research across such a wide variety of categories that despite the accumulation of knowledge that occurs over time – I’m still always learning something new. It’s certainly a balance in leveraging expertise on a topic to help design and inform on a research plan – while also keeping your eyes and ears open to let the consumer’s voice guide you through these constantly-changing times.

During your career, what has been your favorite research project? Why?

ASHLEY:This feels a little like what I imagine asking a parent about their favorite child is like because I have worked on some pretty incredible research studies it’s difficult to choose just one.

With that being said, a recent favorite that comes to mind was a large exploratory study that was designed to obtain a foundational understanding of four skin care product categories. This research was conducted in both the US and in Asia so as you can imagine it was really interesting to immerse myself in understanding beauty standards, trends and motivations through this international lens.

In addition to the research being comprehensive in exploring current category behaviors, desired product attributes and considerations for the brand in their future innovation efforts – there was such high engagement and enthusiasm among the participants which makes Qualitative research so impactful. Using creative elicitation exercises I was able to get beyond just the functional product wants and needs uncover the aspirational product experience to provide product guidance at the product and brand levels.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

ASHLEY: My favorite methodology is one that will get me as close to the consumers’ reality as possible. So, ideally, in-home ethnography, shop-alongs – even virtual methodologies have come a long way in bringing you along in consumers’ day-to-day lives through in the moment photo and video capture. Bonus points if this is a global study and I get to experience first-hand life in other countries and learn about different cultures.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

ASHLEY: How to best utilize tech will always be an interesting challenge and opportunity in the world of market research. While there is something to be said about traditional ways of doing things (don’t fix what’s not broken, right?) – it is critical to adapt with the changing environment and to evolve to better interact with consumers in ways that are engaging and effective. Online platforms to support virtual research methods have come a long way in allowing researchers to gain insight into consumer’s lives while they’re at home, at work and on-the-go.

As AI tools like ChatGPT become more common, it will be temping to begin incorporating them into Qual. However, in my opinion — nothing will ever fully replace the qualitative researcher that lead with empathy and develop a personal connection with respondents that can’t easily be replicated digitally.

At the end of the day, the key is doing our own due diligence in exploring and vetting the tools and tech that we keep in our toolboxes so we can make the best recommendations to meet the needs of our clients.

What would you tell someone who is considering a career in market research?

ASHLEY: I think they have a general idea but tend to simplify it by saying I do ‘focus groups’ or that I ‘talk to people’ for a living. Which, while true, is only a small part of the job. I tend to lead with some of the more exciting parts — emphasizing the product innovation side because it’s easy for friends and family conceptualize that when companies want to create a new product, improve a product, figure out what’s wrong with a product — they need to talk to consumers to figure out what to do.

Thank you, Ashley!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Rachel Lenz

AMC Global — Mon, 13 Nov 2023 11:00:00 GMT

Here we get a chance to know Rachel Lenz, Project Director at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

RACHEL: I really enjoy learning so going back to school for a masters or MBA was always something I thought I would pursue. When Covid hit in 2020, I started looking into programs and came across the Master of Science in Market Research program at Michigan State University. The curriculum reminded me of a couple of my favorite courses from undergrad (market research and consumer insights) and after talking with a few people who had completed the program and were now working in the field, I knew it was the right path for me!

What has surprised you most about working in market research and insights?

RACHEL: Just how impactful the work we do is for people and companies. Once you know market research exists, making any important business decision without it just doesn’t seem right.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

RACHEL: I looooove quantitative surveys. Crafting thoughtful questionnaires to gather impactful insights and then analyzing the results is something I really enjoy.

What would you tell someone who is considering a career in market research?

RACHEL: Use LinkedIn to reach out to professionals in the field! I received some of the best career advice from people I met with one time over a Zoom call. You will be surprised how many MR professionals are willing and eager to share their experience with you. If there is an industry or role that you are interested in, search for it on LinkedIn and connect with someone who is doing what you want to do!

Thank you, Rachel!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Terence McCarron

AMC Global — Thu, 26 Oct 2023 08:45:00 GMT

Here we get a chance to know Terrence McCarron, CEO & Founder of OpinionRoute, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

TERENCE: I never even knew what Market Research was until my junior year in college! At Fairfield University (CT), I was exposed to survey research by conducting a full study evaluating local elections. We drafted the questions, made the calls in a local call center, and tabulated the data in SPSS. It was a great blend of my analytical and social inclinations. Fast forward to senior year and I found myself accepting an offer from SSI. My time in Market Research was officially underway serving social and market researchers alike.

What has surprised you most about working in market research and insights?

TERENCE: The biggest surprise for me is how fast things can evolve. New methods are introduced. New technologies are constantly launching. Companies come and go with M&A. This kind of change is fun and challenging for me as new opportunities arise constantly. But I believe it’s important to honor past expertise as well. I tend to vet these changes dynamics with a question—how do I best blend the old world and new?

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

TERENCE: I’ve grown fascinated by the divergent dynamics of culture online versus our real-life experiences. I think we’ve all witnessed social media battles among friends that would never occur at a coffee shop. I’d love to study the influence dynamics that affect our emotional responses and behaviors online vs. off, when and where that psychological crossover happens, and why. To me this would reveal so much about omnichannel marketing but in a bigger sense how our society is evolving culturally right now.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

TERENCE: Online tracker studies are easily my favorite research approach. This is the perfect way to validate entire marketing strategies. I view this as the measurable intersection of R&D and marketing activation and one of the purest ways our discipline demonstrates value.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

TERENCE: Based on my summer travels, generative AI seems to be the topic of the moment on the innovation side. However, my view looks a little different than the current narrative. I believe AI offers a seminal moment of validation for the discipline and practice of market research. I’ve always believed our industry to be a people-first business. So, I believe AI can make its biggest impact by freeing up the research practitioner to go deeper and be more consultative with the brands they serve. AI will become a key tool for many roles in our industry, not a replacement for those people.

What would you tell someone who is considering a career in market research?

TERENCE: I have four kids who often ask me why I like market research so much. I believe this is a phenomenal space for talent with a wide array of skills. On my side of the world, companies often prioritize analytical skills and service orientations. Other companies may prioritize creativity and communication excellence. I have industry colleagues that have degrees ranging from Psychology to Communication to Math to Business to Science and Sociology. Our industry is a collection of diverse backgrounds, experiences, and perspectives at its core. There is truly something for everyone—even an extroverted numbers nerd like me.

Thank you, Terence!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

We write for Total Retail on Inflation’s Ongoing Impact

AMC Global — Thu, 12 Oct 2023 22:10:06 GMT

In a world marked by persistent inflation and changing consumer habits, retailers and brands often face a challenging landscape in the marketplace. Erin Russeck, Chief Research Officer at AMC Global, delves into these issues in her recent article published in Total Retail, "Price Pressures Persist: How Retailers and Brands Can Navigate Changing Shopping Behaviors."

Rising Prices & Consumer Response

The theme of the article revolves around the ongoing pressure of rising prices and inflation on consumer behavior. Erin shares findings from a recent wave of our ongoing consumer behavior study that examines the impact of these price increases. While consumer perceptions of price hikes seem to be stabilizing compared to our previous inflation study, shoppers are still adapting by employing various cost-saving strategies. For instance, many consumers opt for generic alternatives for items like over-the-counter medicines to mitigate the impact of higher prices. The article also covers data from the study that shows the ongoing economic stress experienced by consumers has led many to shift from discretionary spending to focusing on essential needs. This transition is reflected in the recent earnings reports of major retailers, pointing to significant changes in shopping behavior among U.S. consumers.

Gender Disparities Regarding Inflation Concerns

One particularly interesting aspect highlighted in Erin’s article is the gender disparity in financial concerns during this ongoing period of inflation and price hikes. Women, our consumer study shows, express more apprehension about the U.S. economy and their personal finances compared to men. This disparity is rooted in the unique challenges women face, such as caregiving responsibilities and more lower-wage positions. The Total Retail article suggests that brands and retailers need to explore the factors contributing to this gender gap in financial stress to better serve female consumers, who often play a pivotal role in household purchasing decisions.

Using Market Research to Stay Ahead

Throughout "Price Pressures Persist: How Retailers and Brands Can Navigate Changing Shopping Behaviors," Erin talks about how the right market research approaches can help brands and retailers employ the action-oriented strategies to reach their target audiences. When the marketplace is changing quickly, gathering shopper data to inform brand strategies regarding product placement, pricing, and promotion is essential. AMC’s recent study also offers solutions for retailers and brands to help consumers navigate the impact of inflation, like the importance of offering bulk purchasing options and making generic and store brand alternatives easily accessible. Additionally, they can actively promote discounts and coupons to cater to price-conscious consumers who are buying high-priced products less frequently.

Retailers and brands need to be ready to adapt and innovate to meet the evolving needs of price-conscious consumers. By understanding shifting consumer behavior through ongoing research, businesses can develop strategies to thrive in an ever-changing economic landscape. Reach out to us today to get started!

Why I Love MR: An Interview with Matt O'Mara

AMC Global — Thu, 05 Oct 2023 18:00:44 GMT

Here we get a chance to know Matt O'Mara, Founder of Cranbrook Search Consultants and a MSMR Board Member, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

MATT: It wasn’t until Grad School (MBA from Michigan State) that I even had an appreciation for market research. In one of my marketing classes, there was a class competition where we all created a software company… with our limited ‘funds’ at the beginning of the competition, I opted to buy as much market research as I could (instead of advertising)... that helped to propel my team into the lead for the competition and we won going away. 🙂 I learned that if you start by understanding your consumers, you can build a better product. That moved into my Market Research 800 level class. When I interviewed at GM, they focused in on my MR classes and asked if I wanted to join the Market Research and Planning group… I said ‘yes’ and the rest is history.

What has surprised you most about working in market research and insights?

MATT: On the client-side, I was surprised that the research results were often times questioned if the results didn’t meet the expectations of the management team. Whenever we heard questions about our methods or sample plans, I knew that we were challenging some preconceived notion that the brand team or engineers had about what the customers ‘should be saying’.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

MATT: Wow… that’s a difficult question to answer. I did a lot of IHUTs on deodorizing kitchen trash bags, so I would probably leave that alone for now. 🙂 Assuming that I can’t do some sort of medical research on a deadly disease, I would probably want to study why some consumers place such a high value on ‘luxury’ designer products that are artificially scarce (think Hermes purses, et al), when the price has nothing to do with the functionality of the product. 🙂

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

MATT: love trade-off studies using advanced choice modeling techniques… I think that’s the best way to get real insights into consumer preferences.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

MATT: Clearly it’s AI and how so much of what we’re going to be doing will be assisted by or replaced by AI.

What would you tell someone who is considering a career in market research?

MATT: If you’re curious and like to learn about human behavior… and if you like to unravel puzzles, market research/insights can be a great career. Also, if you start with a thorough understanding of the consumer… all of your marketing and advertising will be better for the efforts.

Thank you, Matt!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Why I Love MR: An Interview with Emily Trentacosta

AMC Global — Wed, 04 Oct 2023 17:59:00 GMT

Here we get a chance to know Emily Trentacosta, Vice President of Strategy & Insights at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

EMILY: Like many of my colleagues, I took a circuitous path to market research. My love of understanding human motivation and behavior started with studying psychology. After interning as a counselor at a state prison with the goal of becoming an FBI profiler, I realized I needed to be a bit farther away from the action. While studying Social Psychology in grad school, I learned that I adore asking questions about people and doing research to answer them… but it turns out I am pretty impatient! I didn’t want to wait 6 months to get responses from 50 people. That’s what led me to leave academia and pursue a career in market research.

What has surprised you most about working in market research and insights?

EMILY: I just can’t believe how unknown this field is! For how exciting and fun our work is, so few people have heard of it (there are people in my life who I’m pretty sure think I am a telemarketer).

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

EMILY: OOH, don’t threaten me with a good time! I’d love to do a multi-phase study of how to optimize messaging to people worldwide about climate change with the goal of persuading people to take immediate action

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

EMILY: It’s like making me pick my favorite child!! If I’m forced to pick one, I do really love Segmentation studies. They offer so much information (which I get to analyze in SPSS & Q!), I can fully nerd out picking the ideal solution, and I love to strengthen my creative muscles developing personas to bring the segments to life. And, it feels amazing to be able to give our clients a Typing Tool they’ll benefit from for years to come.

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

EMILY: I’m excited about new ways we can connect with consumers and get deep into the ‘whys’ of their decision-making. At the root, that’s what we’re trying to understand, but the how of that is always evolving. I was inspired by a lot of the online qual techniques AMC came up with during the pandemic and now how we’re shifting approaches to be welcoming to Gen-Z consumers and hear their voices.

What would you tell someone who is considering a career in market research?

EMILY: It is the perfect field for a curious, creative, detail-oriented, people-person. The best part is all of the like-minded people you’ll get to work with and learn from. I’ve met some of my closest friends in this field.

Thank you, Emily!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

We Write for Advertising Week about Reaching Hispanic Audiences

AMC Global — Tue, 29 Aug 2023 16:18:29 GMT

Recently Emily Trentacosta, Vice President of Strategy and Insights at AMC Global, wrote for Advertising Week on “Understanding Complex Hispanic Audiences With the Right Marketing Research Approach.” In the article, she delves into the complexities of reaching and understanding this diverse and growing audience by using the right market research strategies.

Diverse Cultures and Communities

The Hispanic demographic continues to grow and brands seek to effectively connect with these audiences. The "Hispanic" category encompasses a wide range of cultures, including Cuban, Mexican, Puerto Rican, South or Central American and others. Moreover, these cultures are not evenly distributed across the U.S., with concentrations of specific groups in particular regions.

Acculturation Levels of Hispanic Audiences

In the article, “Understanding Complex Hispanic Audiences With the Right Marketing Research Approach,” Emily digs into the topic of acculturation and how this affects how market researchers might interact with Hispanic consumers. For example, while acculturated individuals may participate in standard surveys using an online panel, unacculturated consumers (who may rely on Hispanic-targeted channels) require specific strategies.

Connecting Through Market Research

To connect with unacculturated Hispanic consumers, Emily discusses the importance of utilizing researchers who are not just bilingual but also native to the culture. She also writes about how simply translating existing surveys into Spanish does not yield the necessary consumer data—communication should be adapted to different Spanish dialects and cultural dynamics. Additionally, reaching some unacculturated Hispanic groups may involve in-person intercepts in heavily populated Hispanic areas, or other out-of-the-box research solutions.

Interpreting the Data

Emily goes on in the article to talk about the significance of cultural context in data interpretation and how multicultural research partners help decipher insights accurately. Also, implementing research findings for effective messaging must consider this cultural context to create impactful campaigns.

Recognizing the diversity within the Hispanic population is crucial for market researchers to design studies that can gather the insights needed for brands to craft the right marketing, advertising and messaging that resonates with Hispanic consumers. To read more about tailoring strategies that consider cultural nuances, language dialects and acculturation levels of this growing consumer group, check out Emily’s article in Advertising Week or reach out to her directly!

Why I Love MR: An Interview with Shira Horn

AMC Global — Tue, 29 Aug 2023 16:09:03 GMT

Here we get a chance to know Shira Horn, Executive Vice President at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

SHIRA: In college, as psychology and Spanish double major, I was always drawn to why people make the decisions that they do. Also, strangely enough I loved my psych stats class. I discovered market research my senior year of college and was intrigued by the idea that business and psychology could cross paths in a very interesting way, that helps both consumers and businesses. This is still the way I think about market research.

What has surprised you most about working in market research and insights?

SHIRA: How much variety there is! Even after 20+ years of doing this, I’m still continually challenged and learning from the best brains in the business. We’re evolving approaches and our thinking for how to get the best insights to address the business questions.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

SHIRA: Oooh, this is tough! I’m not exactly sure what it would be, but it would definitely involve both quant and qual as well as tons of global markets. I’m fascinated by how consumers in different areas of the world make decisions and why, and I always love the integration of quant and quant. Plus, I like to travel so visiting markets around the globe sounds fun.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

SHIRA: Definitely something meaty, challenging and complex. While tactical work is fun, I thrive on the strategic work. Maybe it would be segmentation, maybe conjoint, maybe innovation, maybe all of it!

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

SHIRA: Well, everyone is talking about AI and specifically Chat GPT. We’re working on identifying how to continue to include and expand the role of AI in our field in a smart and efficient way. No, I’m not concerned that AI will take over MR and we’ll all be out of jobs. I am excited to leverage AI tools to be able to do our work faster, smarter, etc. while allowing for more strategic think-time.

What would you tell someone who is considering a career in market research?

SHIRA: Do it if you like a fun, vibrant industry that’s ideal for curious folks (I call myself a data nerd) who like to solve puzzles/problems and be involved with a huge range of opportunities.

Thank you, Shira!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

Ongoing Consumer Behavior Study: Release Round-Up

AMC Global — Fri, 18 Aug 2023 13:19:00 GMT

Check out this round-up of our ongoing AMC Global study produced in partnership with OpinionRoute, a leader in insights process management. The consumer behavior study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior.

Full graphical representation

What do holiday plans look like this season?

Oct 22, 2020 - Holiday food, beverage and alcohol purchasing impacted by COVID-19

Full graphical representation

Parental Sentiments about Current School Year are Shifting

Oct 8, 2020 - Trend data from American parents regarding school and how kids are eating right now

Sentiment & Concerns: Full graphical representation

Lunches and Food Purchasing: Full graphical representation

Drastic drops in 2020 Halloween activities

Sept 24, 2020 - Projected spending, decorating and celebrating for Halloween in the U.S.

Full graphical representation

Travel Behaviors, Predictions and Concerns

Sept 10, 2020 - American attitudes toward air travel, car ride services and hotel stays

Full graphical representation

Attitudes About Pending Coronavirus Vaccine

Aug 27, 2020 - Timing and barriers to potential vaccine usage from Americans

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Back to School Shopping Disrupted by COVID-19

Aug 13, 2020 - Traditional spending has shifted, parents are experiencing concern

Spending: Full graphical representation

Parental concerns: Full graphical representation

Virtual activities and social distancing during summer

July 30, 2020 - Summer get-togethers in the are quite different in 2020

Full graphical representation

COVID-19's lasting impact on consumer behavior

July 16, 2020 - Changes in brand purchases may continue long-term

Full graphical representation

Americans are Delaying Much of Their Healthcare

July 2 - Screenings, routine visits, and dental appointments are being put off

Full graphical representation

What do consumers want to hear from brands right now?

June 18, 2020 - Consumer preferences regarding brand messaging and tone

Full graphical representation

Perfect timing during a pandemic does not exist

June 4, 2020 - How consumers feel about America reopening

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Holiday behavior changes due to COVID-19

May 28, 2020 - Memorial Day Weekend Consumer Behavior

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Update on Consumer Perceptions of Brands

May 21, 2020 - Trends in Consumer Perceptions

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Snacking Trends

May 14, 2020 - Consumer Snacking Trends During COVID-19

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Venue patronage post-pandemic

May 7, 2020 - When will consumers frequent various venues after COVID-19?

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Alcohol consumption during COVID-19

May 7, 2020 - Drivers of alcohol consumption and shifts in choices during COVID-19

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Environmental Impact

April 30, 2020 - Positive environmental impact of stay-at-home recognized by consumers

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Purchasing pattern changes

April 23, 2020 - Product availability issues affecting consumer purchasing patterns

Full graphical representation

Shifting shopping priorities

April 16, 2020 - Shifts on what's important while shopping during COVID-19

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Changing Consumer Behavior

April 9, 2020 - Changing consumer behavior and influence on future behaviors

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Consumer Perceptions of Brand Actions

April 2, 2020 - Effect of brand and retailer actions on consumer perceptions during COVID-19

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Consumer Attitudes and Concerns about Continued Inflation

AMC Global — Thu, 17 Aug 2023 14:41:03 GMT

PRESS RELEASE
New wave of study from AMC Global and OpinionRoute looks at how price increases impact current views on finances, economy and responsibility

AMC Global and OpinionRoute, a leader in insights process management, have released the latest wave of their consumer behavior study. This wave of the study looks at consumer attitudes about finances in the face of continued inflation, and what they think is responsible for the cost increases.

Building on the inflation impact data released last week that was trended to January 2023, this new wave, “Cost Increases and Consumer Concerns,” shows that monetary concerns are high among Americans—with more women than men concerned about the economy.

Consumers continue to recognize that prices are up compared to last year for CPG products. They blame manufacturers and ingredients (cost & availability) most for these increases.

You can view a full graphical representation of the data here, or click the callout below.

Key findings from the latest study:

More women than men are concerned about finances with 81% of women saying they are “really concerned about the U.S. economy,” compared to 72% of men. Seventy percent (70%) of women say they are “more concerned about their finances than ever,” compared to 58% of men.
Ninety-four percent (94%) of consumers perceive price increases across CPG items.
Consumers hold various entities responsible for price increases. More consumers under age 55 blame retailers (57%), government (48%) and consumer hoarding (22%), while more over 55 blame ingredient shortages (69%), transportation (59%) and weather (30%).

A complete representation of the “Cost Increases and Consumer Concerns” study can be found here. These insights were collected Thursday, July 29 – Monday, July 31 among a general population of n=1001 U.S. consumers age 21+. The findings from this ongoing study are designed to help clients and industry leaders navigate quickly changing consumer behavior. Contact us more information.

We write about greenwashing for Quirk's

AMC Global — Tue, 15 Aug 2023 14:23:25 GMT

Miriam Konz, AMC Global EVP, recently published the article "Differentiating sustainability messaging in a climate of bad actors" in Quirk’s. In the article, Miriam talks about how combating greenwashing is crucial for sustainable brands to retain consumer trust and positive brand image. Market research insights can help brands build the needed authenticity, transparency and credibility—serving as a pivotal force to combat greenwashing and drive meaningful change.

Countering Greenwashing

Savvy consumers are quick to spot greenwashing tactics like vague labels and misleading claims. Understanding consumer perceptions, enabling targeted product and production improvements and uncovering new communication and messaging strategies can be bolstered using approaches like MessageFilter™ and Shopper Research. These insights into consumer behavior and expectations helps brands align sustainability initiatives in ways that reinforce authenticity and enhance consumer trust.

Educating Consumers

Miriam goes on to discuss how to take insights a step further by saying “Not only can the insights from marketing research be used to inform initiatives, they can be employed to enable the development of educational campaigns that provide truly accurate information.” Insights can drive consumer education, empowering informed consumer choices and greater understanding which also help combat perceived greenwashing. To learn more, check out the article in Quirk’s.

Getting Sustainability Certifications

The article, "Differentiating sustainability messaging in a climate of bad actors", also discusses the proliferation of food and beverage and personal care product certifications available in today’s world and how market research can identify which certifications resonate with consumers. Brands can partner with credible certifying bodies, offering consumers assurance and trust in their sustainability claims.

Overall, the right market research is an essential tool in the fight against greenwashing. Brands that embrace insights gain a competitive edge while steering the path towards authentic sustainability and away from greenwashing. To learn more, please check out Miriam's article in Quirk’s, or reach out to us!

How Price Increases and Inflation Continue to Impact Consumer Behavior

AMC Global — Thu, 10 Aug 2023 13:45:04 GMT

PRESS RELEASE

AMC Global and OpinionRoute have release a second wave of research examining shopping behavior during continuing inflation in the marketplace

The trend data in the latest study, “CPG Price Increases, Shopper Perceptions & Behaviors,” builds on the previous data on inflation impacts collected in January 2023. The new findings show significant drops in perceived price increases across multiple consumer packaged goods (CPG) categories. As shown in the previous study, consumers are still reducing purchases and they are continuing to choose generics for OTC medicines to save money in the face of price increases.

You can view a the complete representation of the data here, or click the callout below.

Key findings from the latest study:

The latest study wave shows a decrease in consumer perception of price increases in various categories like groceries (87%, down 4 points from study conducted in January 2023), gas (78%, down 6 points), home improvement and building supplies (76%, down 6 points), OTC medications (65%, down 7 points) and non-alcoholic beverages (74%, down 6 points).
The largest gap in consumer perception of price increases is for eggs at 77%, down 23 points.
More than half of consumers are purchasing generic OTC pain medications as a result of price increases.
While most are just purchasing less often, other behaviors resulting from price increases also remain largely similar between the two waves of the study with 28% of shoppers buying on sale/with coupon, 25% choosing a cheaper brand, 13% buying in bulk, 12% buying another type of product instead and 11% shopping at a different retailer than usual.

A complete representation of the “CPG Price Increases, Shopper Perceptions & Behaviors” study can be found here. These insights were collected Thursday, July 29 – Monday, July 31 and were compared to data collected Friday, January 20 – Sunday, January 22, 2023, each among a general population of n=1001 U.S. consumers age 21+.

Further results will be released regarding attitudes about finances and what consumers hold responsible for price increases. The findings from this ongoing study are designed to help clients and industry leaders navigate quickly changing consumer behavior. Contact us for more information.

Why I Love MR: An Interview with Reene Kalola

AMC Global — Wed, 09 Aug 2023 12:15:00 GMT

Here we get a chance to know Reene Kalola, Senior Research Director, Strategy & Insights at AMC Global, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

REENE: I’m a generational market researcher, but I didn’t know it until well into college! My mother works in pharmaceutical market research, and I never knew what she did.

People: “What do your parents do?”

Me: “My dad’s a realtor, and my mom does…something? With drugs? Maybe?”

While studying sociology in college, I interned at an education policy think tank where I was sitting in on focus groups, analyzing data, and doing secondary research. One evening when I was talking about my day, my mom said, “You know that’s what I do too, right?” I decided doing it for consumer goods was the best fit for me!

What has surprised you most about working in market research and insights?

REENE: The thing I love most about market research is finding out I’m wrong. You can never make assumptions about test results. I might look at a new product that’s launching and think—no one will ever go for that! Only to find it has 95% purchase interest. An N of 1 does not a good sample size make. It’s really helped broaden my scope of thinking.

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

REENE: This one is too hard! (Even though I wrote it 😊 sorry to all the other respondents!) In my day-to-day, a good ol’ Purchaser Follow-Up^TM is the bread and butter. I love seeing how consumers are reacting to new launches. And as I’ve gotten more experience with the methodology, it’s cool to make mental comparisons to norms—getting to that point where you can have a gut of “What does that number mean? Is it good? How good?” And PFU verbatims are pure gold. It’s amazing to see the quality of responses we get!

I also have a sweet spot for segmentation. There’s something about knowing your work will live on for years in the halls of an organization that is so rewarding. Pulling apart the differences and similarities, cutting the data in a million different ways… plus, nothing makes me happier than landing the best segment name (at work, that is! I’m not THAT much of a nerd. 😂)

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

REENE: I’m sure we’ll hear this over and over, but AI. I can’t say for sure yet how it will shape the future of insights careers, but there’s no question there will be a shift. In my experience, nothing can replace the human attention and care we devote to our analysis, so it will be all about how we can improve our processes rather than replace them.

What would you tell someone who is considering a career in market research?

REENE: I would tell them this is a fantastic industry if they want to experience new things every day. We work on an amazing breadth of products, which always keeps things interesting. Oh, and that they should consider themselves lucky they don’t have to work with printed out tables anymore!

Thank you, Reene!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

The Sustainable Makeover of Beauty Packaging

AMC Global — Mon, 24 Jul 2023 14:54:10 GMT

The beauty industry continues to undergo transformations in packaging practices, especially on the sustainability front. The article “Beauty packaging gets a makeover with growing number of refillable options” in Retail Dive, explores this trend and the impact on consumer behavior. This shift, driven by the industry's acknowledgment of its contribution to environmental waste and the desire to offer more sustainable choices, is a complex one. The success of this rise in refillable options relies on consumer adoption which, the article claims, remains uncertain.

Sustainability Trends & Beauty Products

At AMC Global, we have conducted original research looking at sustainability and packaging—and recently wrote about the research for Beauty Packaging magazine exploring “How Sustainability Initiatives Impact the Beauty and Personal Care Industry.” Refillable and reusable is still hit or miss in consumer studies on formats. The best way to position packaging innovations for success—test!

What Brands are Doing

Some beauty pack examples highlighted in the Retail Dive article include bareLUXE Skincare offering biodegradable jars and refills via recyclable pouches, aligning their brand values with environmental activism. The Body Shop's refillable aluminum lipstick tube, which combines a plastic twist-up tube with an aluminum case, is also discussed. Other beauty brands across different price ranges are also experimenting with refillable options, demonstrating a widespread interest in sustainable packaging.

Barriers To Refillable Beauty Packs

Consumer convenience remains a barrier to widespread adoption of refill programs, and the beauty industry faces unique challenges due to the diverse materials used in its products. Many components are not easily recyclable, and multiple layers of packaging further complicate recycling efforts. Despite these obstacles, there are promising alternatives such as fiber-based trays or aluminum packaging, which can be recycled repeatedly and recovered by material facilities.

Communicating About Sustainability

When beauty brands make a change to packaging, one key challenge is finding the correct messaging and communication about these changes. We talk about this from a macro-perspective in our Greenbook article, “Strike an ESG Balance that Works for you and your Target Audience.” Consumers need to understand the change, without feeling greenwashed, and have reasons to adopt—especially if the change impacts price or convenience.

The growing interest in refillable beauty packaging signifies a positive change in the industry's approach to sustainability. By prioritizing reusable and eco-friendly options, brands can reduce their environmental impact and meet the evolving preferences of conscientious consumers. And to make sure these options fit with consumer demands and desires, you need to gain insights through the right market research solutions. Reach out to our team to get started and learn more!

Why I Love MR: An Interview with Dacey Mayhoff

AMC Global — Sun, 23 Jul 2023 15:24:25 GMT

Here we get a chance to know Dacey Mayhoff, Senior Director of Research and Insights at Stride, a little bit better...

A lot of little kids want to be astronauts, firefighters, or doctors when they grow up. Few five year olds would tell you, “When I get older, I want to be a market researcher!” How did you first get involved in market research, and what drew you to it?

DACEY: I love this question. I always say Market Research is the “Island of Misfit Toys.” We come from such a diverse background of studies and areas of passion, so we all have a story about how we got here.

I studied Journalism and then Communication, and I thought I’d end up in academic research. Then, I took a class on Persuasion and behavior change theories and became fascinated with the science behind how people make decisions.

Once I found out that I could make a career out of studying human behavior (and I wouldn’t have to write a dissertation), I was sold.

What has surprised you most about working in market research and insights?

DACEY: How tangible the impact of our work can be for a brand. I’ve seen messaging insights increase click and conversion rates. I’ve seen well-researched packaging or POS strategies increase sales. It will never stop being cool to me.

Surprise! You’ve been given unlimited resources to study anything in the world. What does this passion project look like? What would you discover?

DACEY: What’s the right way to serve a banana to a toddler? (Just kidding, I know the answer: you will literally always get it wrong).

Market research studies come in all shapes and sizes, from quick claims and message tests, to large and complex conjoint analysis, to getting your feet on the ground with in-depth qualitative interviews. What’s your favorite methodology or research approach?

DACEY: In CPG, my favorite approach was AMC Global’s Purchaser Follow-Up methodology. As data quality issues continue to plague our industry, PFU was always a breath of fresh air because it was full of in-depth reactions from real people. Plus, it provided such important, impactful insights.

(No – AMC did not pay me to say this. I’m just a lifelong PFU evangelist).

What do you feel are hot topics and cutting-edge innovations in the market research field today? How do you feel this will shape the future of insights careers?

DACEY: AI will do a lot of things in a lot of industries. I hope it shapes the future of insights by serving as a tool and a complement to our human skillsets. I hope that people don’t forget that our whole industry is designed to elevate the voice of the HUMAN consumer. We can’t lose that.

What would you tell someone who is considering a career in market research?

DACEY: You’re only as good as the people who train you. Find a home somewhere that TRULY values research for all that it can do. The term “quick and dirty” is a red flag. If you keep cutting corners, you’re going to end up going in circles. #geometry

Thank you, Dacey!

Why do YOU love market research? Let us know, and maybe you can be our next guest in this series!

AMC Global at The Quirk's Event New York

AMC Global — Wed, 12 Jul 2023 16:52:44 GMT

We hope to see you at The Quirk's Event New York later this July at the Javits Center—AMC Global’s Executive Vice President of Growth and Innovation, Lea Ben-Akiva, will be there! We look forward to the Quirk’s Events as they are specifically tailored for the insights industry, offering a diverse range of sessions covering various aspects of marketing research and they always have an engaging expo hall. Networking opportunities abound in the lively and collaborative atmosphere at these shows—and we are looking forward to yet another highly interactive experience! This year’s theme is all about driving your research forward.

Quirk’s is known for fantastic networking events, and we are excited to catch the Women in Research pre-show happy hour at 6:00 PM on July 18th. This event is a fantastic opportunity to connect with market research professionals from around the world and build valuable new relationships—before the show even starts. Whether you're a local or visiting New York for the conference, this gathering is a must-go. Are you coming? Feel free to reach out to Lea to meet up.

The conference program starts Wednesday morning, July 19the—the agenda is jam-packed and Lea will be catching a stellar line-up of educational sessions with some of the biggest brands in the world:

Bacardi with Discover.ai: “From social listening to cultural insights: How Bacardi leveraged AI and human expertise to create consumer-centric winning in-culture strategy”
Constellation Brands with buzzback: “Repositioning to win in a crowded market: A Constellation Brands fine wine story”
The Kraft Heinz Company with Veylinx: “Hold my latte: How Kraft Heinz went from intent to action and uncovered real consumer behavior to drive breakthrough coffee innovation”
PepsiCo with Suzy: “Humanity meets technology with an AI-first mind-set”

And many more!

Thursday, great programming continues, with more insights from brands:

Thomas’ English Muffins with Swayable: “How Thomas’ refreshed their brand to attract younger audiences”
Campbell’s Soup Company with Nailbiter: “How Campbell’s leverages behavioral research and augmented reality to fuel innovation”
Molson Coors: “How Molson Coors uses foresight to inform the innovation pipeline”
Gatorade/PepsiCo, Propel: “Propelled by insights: How Gatorade utilizes foundational research to drive brand growth”

And many more!

Are you planning to attend The Quirk's Event? Let’s connect! You can reach Lea here to arrange a catch-up while in New York.