Consumer Opinion

One in four Australians watch sponsored video content

New research from Pureprofile and FreshFocus uncovers how Australian’s consume video content. Key insights and take-aways include:

  1. Short-form video content has arrived and presents significant opportunities for brand marketers
    • 1 in 4 Australians claim they constantly watch short-form video throughout the day
    • Mobile is how the majority view short-form video with 3 out of 4 Australians viewing this way.
  2. Reach non Europeans through non-traditional media – social media channels offer the unique ability to have a direct conversation with this increasingly powerful buying demographic
  3. Video plays a significant role in the consumer path to purchase even if you can’t always attribute it to a sale
  4. Over ever-evolving relationship with video continues to impact how brands are and should be communicating with customers.
  5. Make every brand experience significant – make it easy to find your product/services with video and tell your story through this powerful medium

Download the presentation from the Modern Marketing Summit.

Download the presentation

Entertainment drives Influencer engagement

Entertainment value is the top reason Australians are following Influencers, according to quantitative research by Pureprofile for global agency We Are Social.

We are Social, a socially-led creative agency and consultancy use the approach of social thinking to solve brand and business problems. The Under the Influence report explored the impact Influencer Marketing is having on brands. It found Australia’s Top 10 Influencers have an average of 9.4 million subscribers – more than the top ten Australian media companies – and reach 7.7 million people each week.

The most popular source of Influencers’ appeal is Entertaining Content – cited by 77 percent of respondents, followed by Authority (63 percent), Identity (62 percent), and Inspiration (61 percent).

Click here to read more

5 Ways Market Research ‘Winners’ Are Using Technology

The last few years have seen the gap between winners and losers in the market research industry widen substantially. This begs the question – what are the key drivers that create a ‘winner’ in the modern age of market research’?

It’s increasingly clear that technology is a chief enabler, with conversations in market closely aligning with the findings of the GRIT report. Here are 5 successful strategies consumer insights professionals can do to maximise the return on their data investments.

1. Data Collection & New Data Types
2. Analytics
3. Visualization and Dashboards
4. DIY Solutions
5. Data Integration including warehousing and meta-analysis

Click here to find out

How will Australians be celebrating Valentine's Day?

New data from a Pureprofile survey uncovers some insights around Valentine’s Day:

Will you be celebrating Valentine’s Day?

– 53% of Australians have no interest in Valentine’s Day while 47% will be celebrating – similar for Males (27%) and females (31%)
– Almost ⅓ (29% will be celebrating with their other half)
– 6% are only celebrating to please their other half
– More Males will be surprising someone on Valentines Day (8%) versus 3% of Females
– More Males are celebrating to make the other half happy (9%) versus 3% on females)
– More females will be celebrating with their family/friends (9%) versus 4% Males.
– Older generation 55+ more likely to have no interest (73%+) than younger generation (36% of 18-34ys)

Ideal Valentine’s Day Gift

Most popular gifts in order:

Click here to find out

Cook Islands: Shifting Brand Awareness And Sentiment

CAMPAIGN:
Cook Islands Tourism wanted to increase brand awareness of the Cook Islands in Australia and New Zealand and to change the perception that the Cook Islands is an adventurous destination as opposed to a resort based holiday.

Click here for the solution and results

Same-Sex Marriage: Public Opinion Polls vs. The Sitting Pollies

If politicians represent the people, why is there so much media noise going on about whether to allow same-sex marriages or not? Perhaps because the politicians are not really doing what they purport to do.

Our recent research based on a nationally representative sample of 1,500 adults (over 18 years of age) between July 24-25, 2017 concluded the public view is pretty clear.

What does Australia think?

Click here to find out