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1. Research War Stories
Longtime Quirk's readers may recall the popular War Stories column, which ran sporadically in the magazine from 1994 to 2007. In it, Art Shulman, president of Shulman Research in Van Nuys, Calif., presented humorous tales of life in the research trenches, based on his own experiences and those of researcher friends and colleagues. Each month in our e-newsletter we'll feature a few anecdotes from past War Stories columns. Art is always gathering material for future War Stories installments so e-mail him at artshulman@aol.com to submit your own anecdotes for consideration.
Cathy Casteneda cites a focus group she observed with about
a dozen senior executives of the financial services company she worked for at
the time. One of the executives, attending his first focus group discussion,
turned on the light in the viewing room, leaving the executives clearly visible
to the group of women on the other side of the mirror. Some of the executives
dove to the floor. Others sheepishly smiled.
Michelle Zwillinger tells of a focus group where she advised
the female participants that there were people behind the one-way mirror. About
20 minutes later Zwillinger offered the participants the opportunity to try a
new product designed for their feet. One woman, anxious to try it, began to
take off her pantyhose, in full view of the male clients behind the mirror.
That woman didn't remember that there were people behind the mirror. On the
other hand, Zwillinger also remembers a group in which the woman to her left
was very proud of her "new body," a result of her having lost a lot of weight. The
woman intentionally, according to Zwillinger, let her minidress ride up over
her thighs, and opened her blouse, knowing full well, as Zwillinger had
explained, that there was a group of clients behind the mirror.
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2. Four-day workweek catching on Griping about gas prices and the pain at the pump is nothing
new for most commuting Americans, but few have been able to come up with a
foolproof plan to begin re-padding their wallets. So what if there was a way
to cut fuel costs by 20 percent while reducing energy use and
emissions, without going Amish or spending a dime on new green gadgets? And
what if it also meant three-day weekends all year round?
Say hello to the new workweek: four 10-hour days.
Across the country, companies and local governments are looking to this new configuration to save employees money, get cars off already-crowded
roads and, perhaps most importantly, preserve the environment.
Most state workers in Utah, for example, are shifting to four-day weeks
with the Working 4 Utah initiative, which extends state government service
hours from 7 a.m. to 6 p.m., Monday through Thursday beginning the first week
of August. State administrative offices will be closed on Fridays, but
essential public services will remain open that already run on extended hours
and during the weekends. The decision became permanent after a year-long trial
period, making Utah the first to go statewide with the four-day workweek.
Turning off the lights, the heat and the air conditioning on
Fridays in 1,000 of 3,000 Utah government buildings will save about $3 million
a year out of a state budget of $11 billion, according to the governor's
spokeswoman, Lisa Roskelley. Utah's Department of Environmental Quality
estimated employees in six buildings alone will save themselves more than
$300,000 spent on gas to commute to work.
Separately, Mayor Larry Langford of Birmingham, Ala., jumped
on board with the four-day workweek, extending its reach from the company
level to the entire city. He hopes that it will both maximize commuters'
savings and reduce the wear and tear on the city. "If you have 3,500
workers off the road one day a week, you can't help but save money,"
Langford told ABC News.
KARE 11 News reported that Anoka County in Minnesota has already begun offering
employees the option to switch to four 10-hour days. Along with stretching
their dollars, employees working four 10-hour days enjoy the benefits of
avoiding heavy rush hours by coming in earlier and leaving later.
Kim Noah, a graphics designer in Aiken, S.C., began her
four-day weeks in June. Noah, who stays home on her day off to conserve gas
money, told ABC News she now saves between $20 and $30 per week. She also has one less day per week to cover day care costs, which
racks up another $20 in savings each week.
A great idea in theory, certainly, but surely not all
operations can stay afloat with doors closed for business one day a week.
Because of this snag, a four-day workweek might not be synonymous with a
three-day weekend. At LeTourneau University in South Carolina, employees
stagger their days off throughout the week so that offices aren't drastically short-staffed on
Fridays or Mondays.
Another complaint with the four-day workweek is the 10-hour
day. Some find managing appointments and maintaining evening activities to be
unnecessarily exhausting after a long day. Most, however, enjoy the extra day
to catch up on the honey-do list, hit the links, travel and spend time with
family.
Employers also enjoy the benefit of employees putting in
their forty hours in the office, as it eliminates the "work from home" scenario
that, in some cases, has become a euphemism for "not working at all." With fuel
costs and green awareness showing no signs of slowing, perhaps Americans will
see the popularity of the four-day workweek rising almost as quickly as the gas prices.
Related tags: automotive, automotive research suppliers, environmental, environmental research suppliers, government, government research suppliers, transportation, transportation research suppliers
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3. Will fewer of us scream for ice cream?
Ice cream may rule dessert freezers, but as the cold-treat
market grows in coming years, ice cream is expected to stay flat. Instead, novelties
(sandwiches, bars and the like) and yogurt are expected to see growth, according
to Chicago research company Mintel. Still, Mintel finds the other
freezer sweets have some catching up to do. Ice cream accounted for nearly 60 percent
of sales of ice cream, frozen novelties, sherbet and frozen yogurt combined
last year. Put another way, 89 percent of U.S. consumers ate ice cream in the
past year, while only 59 percent ate novelty products. The proliferation of yogurt outlets notwithstanding, only 37 percent and 34 percent of consumers ate sherbet or
frozen yogurt, respectively.
However, since 2005, supermarket sales of ice cream have
slid 2.1 percent, while sales of frozen novelties, sherbet and frozen yogurt
have increased 2.7 percent, 7.5 percent and 3.5 percent, respectively. Frozen
novelties grew 7.2 percent from 2002 to 2007. While Mintel forecasts the market will grow 15 percent from
2008 to 2012, it expects ice cream sales will decline. The company forecasts
that by 2012, U.S. retail ice cream sales will decline to $4.02 billion from
$4.09 billion last year, while frozen novelties will grow to around $2.75
billion from $2.56 billion last year. Sales of sherbet and frozen yogurt will
grow from around $200 million last year to $206 million, and from $177 million
to $200 million, respectively.
Related tags: food chains/supermarkets, food chains/supermarkets research suppliers, foods/nutrition, foods/nutrition research suppliers, restaurants/food service, restaurants/food service research suppliers
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4. Promoting an in-house research department: don't be shy!
The August Quirk's features a focus on marketing research
education, training and employment. From our archives, here is an excerpt from an
article on building an effective in-house research team that touched on
education of a different, though just as important, kind: how to spread the
word to internal clients about the research department's offerings.
Educating the organization on the research team's
capabilities may be accomplished in many ways:
- Create concise, easy-to-understand branded
marketing collateral that illustrates the research team's product and
service offerings which can be distributed in hard copy and
electronically.
- Develop a branded "research room" on the company's
intranet to post the team's product and service offerings, documents defining
commonly used research terms, marketing collateral that sales channels may use
with its clients and prospects, select research program findings and of course
a team-member directory
- If possible, also include team-member photos and
biographies on that site - incorporating educational credentials, industry
association memberships and individual team-member certifications - and make a
team-member responsible for keeping this material up to date.
- Formally and informally advertise the team's availability
and skills at events such as divisional and company meetings. This may be
incorporated in the presentation of pertinent research findings.
- Host "lunch and learns," Webinars and one-offs to remind
colleagues of the services and value the team brings to the organization.
- Sponsor a regular newsletter or e-newsletter or
participate in other organizational newsletters and communication vehicles to
again remind colleagues of what the research team can do for them.
Be careful to not overload internal customers; information
overkill can be an enemy of the goal. But do take advantage of the captive
audience to remind them the in-house research team is available, willing to
participate and can aid the advancement of their short- and long-term goals.
"Raising research's profile," Quirk's Marketing Research
Review, October 2007 |

| 5. See you at the Market Research Event in October
Having watched the IIR's annual Market Research Event grow
from a small gathering to a big happening, we at Quirk's have been happy to
sign on as the Event's premier partner for this year's edition, which will take
place on October 13-16 at Disneyland Hotel in Anaheim, Calif.
It's a conference that we have written about quite a bit
over the years (2003, 2004, 2005) and
one that consistently books timely and interesting keynote speakers. This year
is no exception. On the docket are talks from Oakland A's General Manager Billy
Beane and authors Lindsay Zaltman (Marketing Metaphoria), Dan Ariely
(Predictably Irrational) and E. Kinney Zalesne (Microtrends), plus presentations
from researchers at firms like Kimberly-Clark, IBM, Boeing, Bloomingdale's,
Kraft, Best Buy and MetLife, to name but a few.
Quirk's subscribers can save 15 percent off
standard rates with the code XM2028QuirksWeb.
We will have a booth in the expo portion of the conference so be sure to stop
by and say hello!
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| 6. Upcoming research events
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