Quirk's Marketing Research Review
Quirk's Monthly E-Newsletter
July 30, 2008
In this issue
1. Research War Stories
2. Four-day workweek catching on
3. Will fewer of us scream for ice cream?
4. Promoting an in-house research team: don't be shy!
5. See you at the Market Research Event in October
6. Upcoming research events
Focus Pointe Global
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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.

Related tags: War Stories
Schlesinger Associates
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

MarketTools zTelligence
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
Greenfield
 

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!

GMI
6. Upcoming research events
 
IIR SCOPE 2008 SEGMENTATION 2.0
August 18-20
The Hilton La Jolla, Torrey Pines Hotel in La Jolla, Calif.
 
September 4-5
The Westin Hotel in San Francisco

AMA ANNUAL RESEARCH CONFERENCE
September 14-17
Boston Marriott Copley Place in Boston

THE GLOBAL GREEN REVOLUTION
September 17
Parc 55 Hotel in San Francisco

ESOMAR ANNUAL CONGRESS
September 22-25
Montreal

IIR MARKET RESEARCH EVENT
October 13-16
Disneyland Hotel in Anaheim, Calif.

For more information and listings visit our online calendar.
ESOMAR Congress -- Montreal
Coming in the August issue!Quirk's August Issue
      • Gathering data, protecting the planet: how to green your research
      • Hybrid owners: looking to increase their (s)miles per gallon
      • Getting to know eco-aware consumers
      • Continuing marketing research education benefits the entire industry 
      • Interest increasing in distance learning for market researchers
      • Concept development, Survivor-style
      • Taste testing: design, formula and brand
      • Has research gotten sexier?

 

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