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https:\/\/ama-org.zoom.us\/j\/83762130439?pwd=5j8xJfvBGBJuVmJl0WiLPLfiBrTkva.1<\/a>

Meeting ID: 837 6213 0439<br>Passcode: AMAIMARRES<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph {\"align\":\"center\"} -->\n<p class=\"has-text-align-center\"><strong>Add event to calendar<\/strong><br><a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+apple/" target=\"_blank\" rel=\"noreferrer noopener\">Apple<\/a>  <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+google/" target=\"_blank\" rel=\"noreferrer noopener\">Google<\/a>  <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+office365/" target=\"_blank\" rel=\"noreferrer noopener\">Office 365<\/a>  <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+outlook/" target=\"_blank\" rel=\"noreferrer noopener\">Outlook<\/a>  <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+outlookcom/" target=\"_blank\" rel=\"noreferrer noopener\">Outlook.com<\/a>  <a href=https://www.ama.org/"https:////www.addevent.com//event//11snl5kqszqg+yahoo/" target=\"_blank\" rel=\"noreferrer noopener\">Yahoo<\/a> <\/p>\n<!-- \/wp:paragraph -->\n<!-- \/wp:ama\/product-restriction -->\n\n<!-- wp:group {\"backgroundColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-synthetic-personas-creative-testing-and-ai-driven-insight-for-modern-marketers\"><strong><strong>Synthetic Personas, Creative Testing, and AI-Driven Insight for Modern Marketers<\/strong><\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Traditional marketing research often cannot keep pace with the speed of campaign development, creative testing, and product innovation. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This two-hour virtual workshop explores how AI-powered synthetic personas and focus groups enable marketers to generate faster, lower-cost, and more scalable insights. Participants will learn how to build synthetic personas, simulate focus group discussions, test ad creative, and generate and evaluate AI-generated product concepts before committing to full research investments.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The session highlights the strategic benefits of synthetic research, including speed, cost efficiency, and emerging evidence of strong alignment with human responses in early-stage, text-based research. Attendees will leave with a practical framework for integrating AI-enabled research into everyday marketing, creative, and innovation workflows.<br><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong><em>Online | May 20, 2026 | 10:00 a.m. - 12:00 p.m. Central Time<\/em><\/strong><\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group\"><!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"key-takeaways\">Key Takeaways<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>By the end of the session, participants will be able to:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li>Build and apply synthetic AI personas to explore customer motivations, behaviors, and needs.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Conduct synthetic focus groups to surface early-stage insights, objections, and opportunities.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Use synthetic personas to test advertising creative, messaging, and positioning.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Generate new product or service concepts with AI and evaluate them through persona-based testing.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Apply AI-driven research responsibly, understanding both its strategic advantages and limitations.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:separator {\"opacity\":\"css\"} -->\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<!-- \/wp:separator --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"backgroundColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-background-color has-background\"><!-- wp:ama\/product-purchase {\"selectedPosts\":[{\"id\":219030,\"uuid\":\"9034e7c6-f722-45c7-bb96-893d5b0d0030\",\"type\":\"product\"}],\"buttonText\":\"register now\",\"showRolePrices\":true,\"showQuantity\":true,\"bannerText\":\"\",\"heading\":\"Select your quantity below to register\"} \/-->\n\n<!-- wp:paragraph {\"align\":\"center\",\"style\":{\"elements\":{\"link\":{\"color\":{\"text\":\"var:preset|color|blue-900\"}}}},\"textColor\":\"blue-900\"} -->\n<p class=\"has-text-align-center has-blue-900-color has-text-color has-link-color\"><br>Get 10% off pricing by purchasing 3 or more tickets for your group or team!<br>Users will be assigned once the purchase is complete.<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:group {\"backgroundColor\":\"blue-500\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-blue-500-background-color has-background\"><!-- wp:ama\/product-purchase {\"selectedPosts\":[{\"id\":219031,\"uuid\":\"cba0b36c-3040-4630-9631-dd17f0bb63cc\",\"type\":\"product\"}],\"buttonText\":\"Register now\",\"bannerText\":\"\",\"heading\":\"Are you a current College Student or AMA Collegiate Member? Register here.\"} \/--><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:columns {\"verticalAlignment\":\"center\"} -->\n<div class=\"wp-block-columns are-vertically-aligned-center\"><!-- wp:column {\"verticalAlignment\":\"center\",\"width\":\"33.33%\"} -->\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:33.33%\"><!-- wp:image {\"id\":125746,\"sizeSlug\":\"large\",\"linkDestination\":\"custom\"} -->\n<figure class=\"wp-block-image size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2023//06//AMA-PCM-2-CEU-Badge.png?w=350\%22 alt=\"\" class=\"wp-image-125746\"\/><\/figure>\n<!-- \/wp:image --><\/div>\n<!-- \/wp:column -->\n\n<!-- wp:column {\"verticalAlignment\":\"center\",\"width\":\"66.66%\"} -->\n<div class=\"wp-block-column is-vertically-aligned-center\" style=\"flex-basis:66.66%\"><!-- wp:paragraph -->\n<p>Are you an <a href=https://www.ama.org/"https:////www.ama.org//certifications///" target=\"_blank\" rel=\"noreferrer noopener\">AMA Professional Certified Marketer\u00ae\ufe0f<\/a>? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM\u00ae\ufe0f certification.<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:column --><\/div>\n<!-- \/wp:columns -->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:block {\"ref\":124591} \/-->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:block {\"ref\":124431} \/-->\n\n<!-- wp:separator {\"opacity\":\"css\"} -->\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"ama-event-policies-and-faqs\"><a href=https://www.ama.org/"https:////myama.my.site.com//s//article//AMA-Event-Policies/">AMA Event Policies<\/a><\/h4>\n<!-- \/wp:heading -->","post_title":"Using AI Personas to Accelerate Market Research","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"using-ai-personas-to-accelerate-market-research","to_ping":"","pinged":"","post_modified":"2026-01-21 10:31:23","post_modified_gmt":"2026-01-21 16:31:23","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_event&p=219018","menu_order":0,"post_type":"ama_event","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":220481,"post_author":"146335","post_date":"2026-01-28 14:39:31","post_date_gmt":"2026-01-28 20:39:31","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-if-it-s-finally-time-to-invest-in-a-dam-or-to-upgrade-to-a-better-dam-platform-the-g2-dam-vendor-comparison-report-is-the-go-to-report\">If it\u2019s finally time to invest in a DAM, or to upgrade to a better DAM platform, the G2 DAM Vendor Comparison Report is the go-to report.<br><\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>In the latest edition, you can compare the strengths of digital asset management platforms like Brandfolder, Bynder, Canto, and MediaValet. These strengths are in the areas that matter most to customers \u2014 including ease of use, support, video capabilities, brand management, and ROI.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This peer-powered report reveals the DAM platforms rated as Market Leaders by G2. If you\u2019re evaluating digital asset management platforms, this is the insider insight you need before making a move. Market Leader is the top level in the ranking system. Products in the Market Leader level are rated highly by G2 users and have considerable market presence. Not all DAMs are created equal. Read the report to learn what to look for in a DAM platform.  <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/download {\"buttonURL\":\"https:\/\/ama.tradepub.com\/c\/pubRD.mpl?secure=1\\u0026sr=pp\\u0026_t=pp:\\u0026qf=w_defa10167\\u0026ch=\"} -->\n<a class=\"wp-block-ama-download button button-solid button-red\" href=https://www.ama.org/"https:////ama.tradepub.com//c//pubRD.mpl?secure=1&sr=pp&_t=pp:&qf=w_defa10167&ch=\%22 download>Download<\/a>\n<!-- \/wp:ama\/download -->","post_title":"The 2025 G2 DAM Vendor Report","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"the-2025-g2-dam-vendor-report","to_ping":"","pinged":"","post_modified":"2026-01-28 14:39:34","post_modified_gmt":"2026-01-28 20:39:34","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=220481","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":142447,"post_author":"174011","post_date":"2023-12-12 11:58:23","post_date_gmt":"2023-12-12 17:58:23","post_content":"<!-- wp:html -->\n<iframe src=https://www.ama.org/"https:////podcasters.spotify.com//pod//show//jm-buzz//embed//episodes//JM-Buzz-Deep-Dive-Moving-Beyond-Null-Hypothesis-Significance-Testing-with-Dr--Christopher-Bechler-e2gf3bs/" height=\"161px\" width=\"100%\" frameborder=\"0\" scrolling=\"no\"><\/iframe>\n<!-- \/wp:html -->\n\n<!-- wp:spacer {\"height\":\"25px\"} -->\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:paragraph -->\n<p>Null hypothesis significance testing (NHST) is the default approach to statistical analysis and reporting in marketing and, more broadly, in the biomedical and social sciences. In a <a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231216910/" target=\"_blank\" rel=\"noreferrer noopener\">new <em>Journal of Marketing<\/em> article<\/a>, we propose abandoning NHST as the default approach to statistical analysis and reporting.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>As practiced, NHST involves:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol><!-- wp:list-item -->\n<li>assuming that the intervention under investigation has no effect along with other assumptions,<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>computing a statistical measure known as a <em>P<\/em>-value based on these assumptions, and<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>comparing the computed <em>P<\/em>-value to the arbitrary threshold value of 0.05.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>If the <em>P<\/em>-value is less than 0.05, the effect is declared \u201cstatistically significant,\u201d the assumption of no effect is rejected, and it is concluded that the intervention has an effect in the real world. If the <em>P<\/em>-value is above 0.05, the effect is declared \u201cstatistically nonsignificant,\u201d the assumption of no effect is not rejected, and it is concluded that the intervention has no effect in the real world.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\">Criticisms of NHST<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Despite its default role, NHST has long been criticized by both statisticians and applied researchers, including those within marketing. The most prominent criticisms relate to NHST\u2019s dichotomization of results as \u201cstatistically significant\u201d versus \u201cstatistically nonsignificant.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For example, authors, editors, and reviewers use \u201cstatistical (non)significance\u201d as a filter to select which results to publish. This creates a distorted literature because the effects of published interventions are biased upward in magnitude. It also encourages harmful research practices that yield results that attain \u201cstatistical significance.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Additionally, NHST has no basis because no intervention has precisely zero effect in the real world and small <em>P<\/em>-values and \u201cstatistical significance\u201d are guaranteed with sufficient sample sizes. Put differently, there is no need to reject a hypothesis of zero effect when it is already known to be false.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Perhaps the most widespread abuse of statistics is to ascertain where some statistical measure such as a <em>P<\/em>-value stands relative to 0.05 and take it as a basis to declare \u201cstatistical (non)significance,\u201d then make general and certain conclusions from a single study. Single studies are never definitive and thus can never demonstrate an effect or no effect. The aim of studies should be to report results in an unfiltered manner so that they can later be used to make more general conclusions based on the cumulative evidence from multiple studies. Nonetheless, NHST leads researchers to wrongly make general and certain conclusions and to wrongly filter results.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><em>P<\/em>-values naturally vary a great deal from study to study. As an example, a \u201cstatistically significant\u201d original study with an observed <em>P<\/em>-value of <em>p<\/em> = 0.005 (far below the 0.05 threshold) and a \u201cstatistically nonsignificant\u201d replication study with an observed <em>P<\/em>-value of <em>p<\/em> = 0.194 (far above the 0.05 threshold) are highly compatible with one another in the sense that the observed <em>P<\/em>-value, assuming no difference between them, is <em>p<\/em> = 0.289. However, when viewed through the lens of \u201cstatistical (non)significance,\u201d these two studies appear categorically different and are thus in contradiction because they are categorized differently.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-recommended-changes-to-statistical-analysis\">Recommended Changes to Statistical Analysis<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>We propose a major transition in statistical analysis and reporting. Specifically, we propose abandoning NHST\u2014and the <em>P<\/em>-value thresholds intrinsic to it\u2014as the default approach to statistical analysis and reporting. Our recommendations are as follows:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul><!-- wp:list-item -->\n<li>\u201cStatistical (non)significance\u201d should never be used as a basis to make general and certain conclusions.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>\u201cStatistical (non)significance\u201d should also never be used as a filter to select which results to publish.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Instead, all studies should be published in some form or another.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Reporting should focus on quantifying study results via point and interval estimates. All of the values inside conventional interval estimates are at least reasonably compatible with the data given all of the assumptions used to compute them; therefore, it makes no sense to single out a specific value such as the null value.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>General conclusions should be made based on the cumulative evidence from multiple studies.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Studies need to treat <em>P<\/em>-values continuously and as just one factor among many\u2014including prior evidence, plausibility of mechanism, study design, data quality, and others that vary by research domain\u2014that require joint consideration and holistic integration.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Researchers must also respect the fact that such conclusions are necessarily tentative and subject to revision as new studies are conducted.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Decisions are seldom necessary in scientific reporting and are best left to end-users such as managers and clinicians when necessary. In such cases, they should be made using a decision analysis that integrates the costs, benefits, and probabilities of all possible consequences via a loss function (which typically varies dramatically across stakeholders)\u2014not via arbitrary thresholds applied to statistical summaries such as <em>P<\/em>-values (\u201cstatistical (non)significance\u201d) which, outside of certain specialized applications such as industrial quality control, are insufficient for this purpose.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ama\/call-to-action {\"requires_login\":\"0\",\"new_target\":\"1\",\"cta_title\":\"Read the Full Article for Complete Details\",\"cta_button_label\":\"Get the Full Article\",\"cta_button_link\":\"https:\/\/doi.org\/10.1177\/00222429231216910\",\"className\":\"is-style-default\"} \/-->\n\n<!-- wp:paragraph -->\n<p><strong>From: <\/strong>Blakeley B. McShane, Eric T. Bradlow, John G. Lynch, Jr., and Robert J. Meyer, \"<a href=https://www.ama.org/"https:////doi.org//10.1177//00222429231216910/" target=\"_blank\" rel=\"noreferrer noopener\">'Statistical Significance' and Statistical Reporting: Moving Beyond Binary<\/a>,\"<em> <a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Go to the <em><a href=https://www.ama.org/"https:////www.ama.org//journal-of-marketing///" target=\"_blank\" rel=\"noreferrer noopener\">Journal of Marketing<\/a><\/em><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:block {\"ref\":89390} \/-->\n\n<!-- wp:spacer {\"height\":\"40px\"} -->\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<!-- \/wp:spacer -->\n\n<!-- wp:acf\/ama-curated-posts {\"name\":\"acf\/ama-curated-posts\",\"data\":{\"title\":\"Related Articles\",\"_title\":\"field_5cf4b10fc4ef3\",\"picks\":[\"138045\",\"83937\",\"25258\"],\"_picks\":\"field_5cf4b131c4ef4\",\"columns\":\"1\",\"_columns\":\"field_5d65283c9b4d2\"},\"mode\":\"edit\"} \/-->","post_title":"Time to Abandon Null Hypothesis Significance Testing? Moving Beyond the Default Approach to Statistical Analysis and Reporting","post_excerpt":"Is it time for marketers and researchers to abandon null hypothesis significance testing? A new Journal of Marketing study say yes.","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"time-to-abandon-null-hypothesis-significance-testing-moving-beyond-the-default-approach-to-statistical-analysis-and-reporting","to_ping":"","pinged":"","post_modified":"2024-09-05 16:55:33","post_modified_gmt":"2024-09-05 21:55:33","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?p=142447","menu_order":0,"post_type":"post","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":220341,"post_author":"228386","post_date":"2026-01-27 13:43:23","post_date_gmt":"2026-01-27 19:43:23","post_content":"<!-- wp:paragraph -->\n<p>Marketers have access to more data than ever, but that abundance can sometimes pull us away from what truly drives consumer behavior: human motivation. I\u2019ve spent my career studying why people make the choices they do (often irrationally) and helping brands connect those dots in ways that drive growth. If there\u2019s one thing I\u2019ve learned from years of research across categories like retail, entertainment, CPG, and technology, it\u2019s this: You can\u2019t automate curiosity.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>When I first started out, I worked on the media agency side, long before digital dominated marketing budgets. Back then, all of our research focused on TV and print. I noticed I was spending all my free time online, but we weren\u2019t studying online advertising at all. So I reached out to our digital media teams and asked, \u201cIf your partners are running research, can I be part of that?\u201d That small step following my curiosity completely changed my career. I started publishing research on digital measurement, speaking at industry events, and eventually moving into platform-side roles at Twitter and Snapchat before joining Alter Agents. That willingness to fill the gap and meet a need turned out to be the best decision I ever made.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-listening-is-still-the-strongest-research-tool\"><strong>Listening Is Still the Strongest Research Tool<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Today, the gap has changed, but it still exists. We\u2019re all swimming in data, yet marketers often struggle to translate it into understanding. I\u2019ve found that some of the richest insights come not from dashboards or benchmarks but from slowing down and <em>listening<\/em>. Pause. Ask: \u201cTell me more about that.\u201d Give space for stories to emerge. When you do, you uncover the messy, contradictory truths that no metric can show you.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In our work, we use every kind of tool, from mobile ethnographies to agile neuroscience, to get at what people think and feel. One of my favorite examples is the Immersion method, which tracks variable heart rate via a wearable to measure the release of oxytocin, the same hormone tied to memory and trust. When someone\u2019s heart rate pattern changes as they interact with an ad or product, it signals that they\u2019re encoding it into memory. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>According to recent research published in the <a href=https://www.ama.org/"https:////onlinelibrary.wiley.com//doi//full//10.1002//mar.21734/">Psychology & Marketing<\/em> journal<\/a>, heart rate variability is \u201ca promising tool for identifying and evaluating consumer psychophysiological responses to marketing stimuli \u2026 broadening opportunities for marketing researchers to improve real-time consumer experiences.\u201d And in a <a href=https://www.ama.org/"https:////www.getimmersion.com//v4//case-study-bbdo-ad-test/">blinded test<\/a> that Immersion did with advertising giant BBDO, they found that neural signals are able to predict actions and what will happen in the market. That\u2019s the kind of connection marketers crave: emotional engagement that drives real-world results.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-technology-should-bring-us-closer-to-people\"><strong>Technology Should Bring Us Closer to People<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Of course, AI is changing how we get there. We now use secure AI tools to analyze qualitative data such as transcripts, videos, and interviews to find themes faster. It doesn\u2019t replace human judgment, but it lets researchers spend more time thinking deeply about why people behave the way they do. That\u2019s what excites me most: using technology not to distance us from consumers but to get even closer to them.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>At the same time, we can\u2019t lose sight of what really matters. If I could throw one marketing metric in the garbage, it would be clicks. In my experience, clicks don\u2019t represent people or motivations and can be wrongly conflated with these to incorrectly inform decisions. The overfocus on last-click data has trained entire industries to chase performance over perspective, ignoring, as a <a href=https://www.ama.org/"https:////www.fastcompany.com//91230178//beyond-last-click-attribution-unlocking-true-incrementality-for-advertisers/">Fast Company<\/em> article<\/a> points out, earlier touchpoints in the shopper journey.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Clicks tell you what\u2019s easy to measure, not what\u2019s meaningful. When brands optimize only for what\u2019s trackable, they miss the deeper story surrounding the relationships, values, and motivations that actually sustain loyalty.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-what-today-s-audiences-really-expect\"><strong>What Today\u2019s Audiences Really Expect<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>What\u2019s clear from the variety of research we conduct around the globe is that shopper motivations are shifting. Especially among younger audiences, brand purpose still matters, but integrity matters more. In some of our <a href=https://www.ama.org/"https:////forbusiness.snapchat.com//blog//build-better-brands-gen-z/">recent research<\/a> with Snapchat, we found that 70% of global Gen Zers say they would assign more status to a figure who advocates for causes on a global scale, and 60% said they only purchase items from brands whose values they agree with\u2014and Gen Z would also spend more when values align. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>It\u2019s not enough to say the right thing. People (especially Gen Z) are looking to see if your brand has lived those values consistently. They\u2019ve grown up in public forums, where taking a stand is the norm, and they expect the same from brands. Authenticity, consistency, and action now define credibility.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>So where do marketers start?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Listen deeply. <\/strong>Go beyond what consumers say to how they feel. Emotion reveals the \u201cwhy\u201d behind behavior and gives marketers richer direction than surface-level opinions ever could.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Widen your focus.<\/strong> Stay curious and open to the unexpected. Insights have the most impact when you look past assumptions and allow patterns, tensions, and surprises to emerge naturally.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Use technology and AI to speed the process, not skip the thinking. <\/strong>AI can process the data faster, but meaning still comes from human interpretation. Use it to clear the noise so your team can spend more time connecting dots and telling stories that matter.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Rethink what you measure.<\/strong> Trade \u201cclicks\u201d for comprehension, understanding not just when people act, but how and why they decide. That\u2019s the kind of knowledge that builds lasting relationships, not just temporary results.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>At the end of the day, insights are about empathy. Whether you\u2019re a researcher or a marketer, your job is to understand people in all their beautiful, irrational complexity. Let them talk. They\u2019ll tell you everything you need to know.<\/p>\n<!-- \/wp:paragraph -->","post_title":"Let People Talk: Rediscovering the Human Side of Marketing Insights","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"let-people-talk-rediscovering-the-human-side-of-marketing-insights","to_ping":"","pinged":"","post_modified":"2026-01-27 13:43:25","post_modified_gmt":"2026-01-27 19:43:25","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=220341","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":158281,"post_author":"73287","post_date":"2024-05-28 12:08:57","post_date_gmt":"2024-05-28 17:08:57","post_content":"<!-- wp:paragraph -->\n<p>Artificial intelligence (AI) has marketers buzzing\u2014but across industries, marketers and insights professionals are struggling to successfully leverage AI.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Knowing that effectively distilled and deployed insights act as the seeds of growth,<sup>1<\/sup> the AMA and Kantar <a href=https://www.ama.org/"https:////www.kantar.com//campaigns//insights2030//download-report/" target=\"_blank\" rel=\"noreferrer noopener\">surveyed<\/a> 606 marketers to understand where and how AI is used in insights development today, what roles it may displace, and, in turn, what skill sets organizations should prioritize to maximize the benefit created by insights professionals and AI tools.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The research reveals that while there is broad excitement for AI and a sense that there are specific actions AI can perform effectively, marketers feel AI is actually less suited to solve the top challenges facing insights teams today: crafting insights-backed stories and activating new ideas with relevant business leaders.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-insights-development-key-challenges\">Insights Development: Key Challenges<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The insights development process comes in many shapes and forms but broadly follows a similar pattern after a problem is clearly defined:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol><!-- wp:list-item -->\n<li><strong>Data Assessment<\/strong>: Insights teams build a sense of understanding of all the data they have collected.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Insight Distillation<\/strong>: The data is analyzed and transformed into actionable insights with the aim of answering one or more key business questions.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Activation<\/strong>: Insights are firmly linked to business strategies and presented in compelling stories that encourage stakeholder adoption and activation.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>The top three challenges insights professionals face (when sufficient, quality data is available) are not found in the data assessment phase. They\u2019re found in the transition from insight distillation into the activation phase: connecting the dots across multiple data sources to reveal the bigger story, crafting that story, and gaining stakeholder buy-in on the result (see Exhibit 1).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":158348,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"wide\"} -->\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-1_for-web.png?resize=1024,528\%22 alt=\"Bar graph showing top challenges when distilling and actioning insights from multiple sources, ranging from 51 percent for connecting dots across sources to 20 percent for being overwhelmed with data. The three main challenges noted in the text are highlighted.\" class=\"wp-image-158348\"\/><figcaption class=\"wp-element-caption\">Exhibit 1<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-current-use-of-ai-for-insights\">The Current Use of AI for Insights<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Today, 23% of marketers state they have AI capabilities built into their insights processes and are actively using them. This usage is commonly found in the initial data assessment phase of insights development (see Exhibit 2).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":158352,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"wide\"} -->\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-2-_for-web.png?resize=1024,529\%22 alt=\"Bar graph showing how AI is being used in organizations, ranging from 44 percent for generating new ideas to 9 percent for gaining stakeholder buy-in. Four prominent uses are highlighted: navigating large amounts of data, identifying points of interest in data, organizing data to be actionable, and describing data and information.\" class=\"wp-image-158352\"\/><figcaption class=\"wp-element-caption\">Exhibit 2<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>This corresponds with how marketers are currently interested in leveraging AI: while there is broad interest in using AI across almost all use cases, marketers are most interested in using AI to tackle their lower-order challenges around assessing and managing data (see Exhibit 3).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":158353,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"wide\"} -->\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-3_for-web.png?resize=1024,586\%22 alt=\"Bar graph showing levels of interest in development of AI for marketing use cases in organizations, ranging from 76 percent for navigating large data amounts to 50 percent for understanding consumers\u2019 human side. The same four uses highlighted in Exhibit 2 are highlighted again, now at 68 percent to 76 percent.\" class=\"wp-image-158353\"\/><figcaption class=\"wp-element-caption\">Exhibit 3<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-ai-usage-in-the-future\">AI Usage in the Future<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>While today\u2019s AI usage and interest intersect in the early stages of the insights process, perceptions of AI capabilities indicate that there is appetite for AI to be deployed beyond data assessment, into areas where it may outperform people (see Exhibit 4).<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":158354,\"sizeSlug\":\"large\",\"linkDestination\":\"none\",\"align\":\"wide\"} -->\n<figure class=\"wp-block-image alignwide size-large\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//05//Kantar_AMA_Exhibit-4_for-web.png?resize=1024,602\%22 alt=\"Bar graph showing which is better at various use cases: people or AI or equal. AI is shown as best at navigating large amounts of data (78 percent); people are best at understanding the human side of consumers (84 percent).\" class=\"wp-image-158354\"\/><figcaption class=\"wp-element-caption\">Exhibit 4<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>In the future, AI may aid in the transition from insight distillation to activation. There is interest in deploying AI against a top challenge: <em>connecting the dots across different data sources for the bigger story<\/em>. While only 15% of respondents state they are currently using AI in this capacity, 72% stated they are interested in doing so, and 49% of respondents think AI is already better than people at performing this task, compared with 29% who think people are superior.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-what-does-this-mean-for-how-organizations-compete\">What Does This Mean for How Organizations Compete?<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p><a href=https://www.ama.org/"https:////www.ama.org//marketing-news//the-imperative-of-marketing-imagination///" target=\"_blank\" rel=\"noreferrer noopener\">Insights 2030<\/a> and <a href=https://www.ama.org/"https:////hbr.org//2016//09//building-an-insights-engine/" target=\"_blank\" rel=\"noreferrer noopener\">Insights 2020<\/a> research showed that the competitive advantage separating leading and lagging insights teams lies in the ability to transform data into actionable strategy. Leading organizations have processes and tools in place, now including AI, that free them to focus on strategic priorities and challenges rather than exerting effort on less valuable tasks.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Developing and leveraging an insight to change opinions and business strategies\u2014activating it\u2014is a challenge and strategic priority where marketers feel AI is ill-equipped to help:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul><!-- wp:list-item -->\n<li>76% of respondents believe it is somewhat or extremely difficult to <em>gain stakeholder adoption of new data or insights<\/em>, and 75% feel this is a problem better solved by people over AI.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Similarly, even though there is some usage of AI in these areas, respondents think that <em>telling compelling stories based on insights<\/em> and<em> developing strategies based on insights<\/em> are also better accomplished by people (73% and 63% respectively).<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Marketers are adopting AI to better assess their data and are hopeful that it can help them connect dots across multiple data sources. But activating insights, which includes some of the biggest, mission-critical challenges insights professionals face, remains a human skill set.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Organizations can\u2019t remain on the sidelines as their competitors begin leveraging AI. The adoption of AI to handle lower-order challenges may further the divide between organizations. Leading companies that have already deployed AI to help with data assessment can focus their people on developing activation skill sets that drive business success. Laggers, on the other hand, must spend time on data assessment tasks, which may be important but don\u2019t directly drive business outcomes. Regardless of your current state of business, if you\u2019re afraid of being left behind, consider how AI can be leveraged in your own data assessment phase\u2014the common place to start.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:separator -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:heading {\"level\":4} -->\n<h4 class=\"wp-block-heading\" id=\"h-footnote\">Footnote<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>1. Kantar, \u201cInsights 2030: The Imperative of Imagination,\u201d <a href=https://www.ama.org/"https:////www.kantar.com//campaigns//insights2030//download-report/" target=\"_blank\" rel=\"noreferrer noopener\">https:\/\/www.kantar.com\/campaigns\/insights2030\/download-report<\/a>.<\/p>\n<!-- \/wp:paragraph -->","post_title":"Reality Check: AI Will Probably Not Solve Your Biggest Insights Challenges","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"reality-check-ai-will-probably-not-solve-your-biggest-insights-challenges","to_ping":"","pinged":"","post_modified":"2024-05-29 10:00:31","post_modified_gmt":"2024-05-29 15:00:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=158281","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":153442,"post_author":"161905","post_date":"2024-04-09 16:21:53","post_date_gmt":"2024-04-09 21:21:53","post_content":"<!-- wp:paragraph -->\n<p>Nailing your target audience isn't just marketing jargon\u2014it's your ticket to <a href=https://www.ama.org/"https:////www.campaignmonitor.com//resources//guides//email-marketing-new-rules///">boosting your sales by up to 20%<\/a>. Miss the mark, and you\u2019ll be essentially throwing money and effort out the window. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In this blog, we will define \u2018target audience\u2019 and explain its importance in marketing strategy. We will also provide practical steps to help you successfully identify your target audience. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>We hope this blog will help you develop a good understanding of target audiences, improve campaign effectiveness, and enhance your business\u2019s profitability.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-what-is-a-target-audience\"><strong>What is a Target Audience<\/strong>?<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>A target audience is a specific group of people that are likely to be interested in your product or service. This group is identified using characteristics like age, gender, income, location, and interests. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>A target audience helps you focus and tailor your marketing to a group of highly interested individuals instead of trying to reach everyone. For example, say you sell high-end sports gear; the characteristics of your target audience might be fitness enthusiasts from California, aged 18-35 with disposable income. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":3} -->\n<h3 class=\"wp-block-heading\" id=\"h-target-audience-vs-target-market\"><strong>Target Audience vs Target Market<\/strong><\/h3>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The terms 'target audience' and 'target market' are often used interchangeably, but they actually have different meanings. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Your target market is the broad group of consumers you aim to reach, such as \"pet owners.\" <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Your target audience, however, is a narrower group within this market, like <strong>\"dog owners aged 30-45 who enjoy outdoor activities with their pets.\" <\/strong>Essentially, a target audience is a subset of a target market. <strong> <\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Recognizing this distinction helps focus your marketing efforts, ensuring more relevant and impactful engagement with potential customers. Let\u2019s now explore the various types of target audiences you can direct your marketing to.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-what-are-the-types-of-target-audience\"><strong>What are the Types of Target Audience?<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>As we mentioned earlier, there are several types of target audiences based on different audience characteristics. Here\u2019s a quick rundown of some of the target audience types. Start thinking about which of these can be used to describe your target audience.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul><!-- wp:list-item -->\n<li><strong>Purchase Intention<\/strong>: This is an audience that is on the verge of buying, actively searching for information about products like yours. If you're launching an innovative fitness app, for example, this audience is already looking for the best fitness solutions available.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Interests<\/strong>: These individuals have similar hobbies and passions. Whether they're into gourmet cooking, video gaming, or outdoor adventures, aligning your products and content with these interests can deeply engage them and foster <a href=https://www.ama.org/"https:////www.marketingevolution.com//marketing-essentials//what-is-brand-equity-marketing-evolution/">brand loyalty<\/a>.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Subculture<\/strong>: These are people who share unique experiences or preferences form subcultures. Whether it's indie music lovers or vintage fashion enthusiasts, you can tap into these groups and foster a dedicated customer base.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Lifestyle<\/strong>: This audience is defined by their way of life, values, and activities. For brands offering luxury travel experiences, the target audience might be affluent individuals who prioritize unique and high-end vacations.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:image {\"id\":153444} -->\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image.jpeg/" alt=\"Lifestyle audience\" class=\"wp-image-153444\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:list -->\n<ul><!-- wp:list-item -->\n<li><strong>Behavioral<\/strong>: This type considers purchasing patterns, brand interactions, and product usage. Behavioral targeting allows for highly personalized marketing, such as recommending products based on past purchases.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Geographic<\/strong>: Sometimes, where your audience lives can define their needs and interests. Geographic targeting is crucial for local businesses or products tailored to specific climates or cultural preferences.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Demographic<\/strong>: This traditional method categorizes people by age, gender, income, education, etc. While broader, it's useful for products with a wide appeal or when combined with other types for more precision.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Keep in mind that this list isn\u2019t all-encompassing, and the magic often lies in mixing and matching these types or attributes to fine-tune your marketing strategy. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Now that we\u2019ve examined some of the attributes that make up the types of target audiences, let\u2019s discuss how to identify the right target audience for your product.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-how-to-find-your-target-audience\"><strong>How to Find Your Target Audience<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Identifying your target audience is crucial for tailoring your marketing strategies to the right people. Here's a straightforward guide to help you uncover who your target audience really is:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul><!-- wp:list-item -->\n<li><strong>Analyze your customer base<\/strong>: Start with who's already buying from you. Look at demographics, purchasing behavior, and feedback. Marketing tools can offer insights into your website visitors\u2019 demographics and interests, helping you spot trends and common characteristics.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Engage on social media<\/strong>: Social media isn't just for broadcasting; it's a goldmine for audience research. Engage with your followers, observe their interactions, and use social listening tools to understand their needs, preferences, and pain points.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Conduct surveys and interviews<\/strong>: Direct feedback is invaluable. Surveys and interviews with current customers can reveal why they chose your product, what they love about it, and what could be improved, providing clues about others like them.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Check out the competition<\/strong>: Your competitors\u2019 customers are potential targets for you, too. Analyze who they're targeting, how they're communicating, and what seems to be resonating with their audience. Note, however, that their target audiences might slightly differ from yours, especially with differentiated products.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Use social media analytics<\/strong>: Social media platforms provide detailed analytics about who's interacting with your posts. This data can reveal patterns in age, location, and interests, helping you refine your target audience.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:image {\"id\":153446} -->\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image_51d59e.png/" alt=\"Instagram analytics dashboard\" class=\"wp-image-153446\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:list -->\n<ul><!-- wp:list-item -->\n<li><strong>Use Google Analytics<\/strong>: Dive into Google Analytics to track visitor behavior on your website. This tool can help you identify which content is attracting visitors, where they come from, and what actions they take on your site, giving you clues about your most engaged audience segments.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:image {\"id\":153445} -->\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image.png/" alt=\"Google Analytics dashboard\" class=\"wp-image-153445\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:list -->\n<ul><!-- wp:list-item -->\n<li><strong>Identify industry trends<\/strong>: Stay up-to-date with your industry's landscape. Trends can indicate shifts in consumer behavior or emerging audience segments that you can capitalize on.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Create personas<\/strong>: Using the gathered data, develop user personas. These fictional profiles represent your ideal customers, helping your team visualize and understand the audience when creating marketing strategies.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>As you employ each of the methods above, you should be looking to have these questions answered by the data you collect:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol><!-- wp:list-item -->\n<li><strong>What are their biggest difficulties, problems, or desires? <\/strong>Understanding the challenges your audience faces or what they aspire to achieve allows you to position your product as the right solution.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Where do they look for information online? <\/strong>Knowing where your audience spends their time online can help you distribute your content more effectively.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>What real benefit does your product offer? <\/strong>Highlighting how your product or service improves your audience's life demonstrates its value and relevance to them.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>What draws their attention negatively? <\/strong>Being aware of your audience's turn-offs helps you avoid potential pitfalls in your marketing and product development.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Who do they trust? <\/strong>Recognizing the sources of information and endorsements your audience trusts can inform your partnership and testimonial strategies.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Using the above methods to answer these questions will help you better hone in on who your target audience is and how best you can market to them.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Let\u2019s now discuss the many benefits that come along with knowing your target audience.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-benefits-of-knowing-your-target-audience\"><strong>The Benefits of Knowing Your Target Audience<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Understanding your target audience isn't just good practice\u2014it's a strategic move that can significantly enhance your marketing outcomes. Here are some key benefits of getting to know your target audience inside out:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol><!-- wp:list-item -->\n<li><strong>Increased engagement<\/strong>: Tailoring your content to the specific interests and needs of your audience boosts engagement. Personalized campaigns, especially emails, have been shown to drive transaction rates and revenue up by <a href=https://www.ama.org/"https:////www.experianplc.com//newsroom//press-releases//2014//experian-marketing-services-study-finds-personalized-emails-generate-six/">six times<\/a> compared to generic approaches.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Higher conversion rates<\/strong>: When messages resonate, they drive action. Marketing that speaks directly to your target audience can boost conversion rates, turning viewers into customers more effectively.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Cost efficiency<\/strong>: Focusing your marketing dollars on reaching the most receptive audience minimizes waste and maximizes ROI. It\u2019s about spending smarter, not more, to reach those who are genuinely interested.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Brand loyalty<\/strong>: When customers feel seen and understood, they're more likely to stick around. This loyalty not only encourages repeat business but can also turn them into brand ambassadors. Up to <a href=https://www.ama.org/"https:////www.adweek.com//brand-marketing//despite-recognizing-the-importance-of-personalization-marketers-are-still-missing-the-mark///">80% of consumers<\/a> say personalized interaction makes them more likely to do business with a brand.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Product Development Insights<\/strong>: Knowing what your audience craves or lacks can guide your product development, leading to offerings that hit the mark right out of the gate.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Competitive Advantage<\/strong>: A deep understanding of your audience can uncover niche markets or needs that competitors overlook. This can position you as the go-to brand for these specific desires.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Streamlined Communication<\/strong>: Knowledge of where your audience hangs out and what content they engage with allows for more effective communication strategies, ensuring your messages are not just seen but acted upon.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>In essence, delving into the specifics of your target audience does more than refine your marketing\u2014it solidifies your brand\u2019s presence in the market. It drives growth and fosters a loyal customer base through strategic and insightful engagement.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Now let\u2019s see how companies in the real world are using their target audience knowledge for marketing success.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-target-audience-industry-examples\"><strong>Target Audience Industry Examples<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Understanding the target audience concept becomes clearer with real-world examples. Here are a few examples from different industries showcasing how identifying and catering to a target audience can lead to significant success:<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol><!-- wp:list-item -->\n<li><strong>Vans<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Originally appealing to skateboarders in the 1960s, Vans has expanded its target audience over the years while still maintaining its core base. The brand segments its marketing efforts, creating different product lines and marketing campaigns that appeal to various subcultures, including <a href=https://www.ama.org/"https:////www.instagram.com//vanssurf//?hl=en\%22>surfers<\/a> and <a href=https://www.ama.org/"https:////www.instagram.com//vansbmx66//?hl=en\%22>BMX riders<\/a>. By recognizing and addressing the unique needs and values of each subculture, Vans has cultivated a broader, yet still loyal, customer base.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":153447} -->\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image_92c8e1.png/" alt=\"Vans case study\" class=\"wp-image-153447\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:list {\"ordered\":true,\"start\":2} -->\n<ol start=\"2\"><!-- wp:list-item -->\n<li><strong>Netflix<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Netflix tailors its offerings and marketing strategies to fit a wide array of interests and demographics, utilizing viewer data to inform content development and recommendations. The streaming giant has identified subcultures within its audience, such as <a href=https://www.ama.org/"https:////kotaku.com//netflix-anime-global-subscribers-viewing-most-watched-2-1848730862/">anime enthusiasts<\/a>, and has <a href=https://www.ama.org/"https:////variety.com//2022//tv//asia//ghost-in-the-shell-netflix-anime-1235216752///">significantly increased its anime content<\/a> in response. This strategic targeting has helped Netflix retain viewer interest and attract new subscribers from niche markets.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":153448} -->\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image_3dee0b.png/" alt=\"Netflix case study\" class=\"wp-image-153448\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:list {\"ordered\":true,\"start\":3} -->\n<ol start=\"3\"><!-- wp:list-item -->\n<li><strong>Fortnite<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>The online video game Fortnite has masterfully tapped into the overlap between gaming and other entertainment interests, such as those of <a href=https://www.ama.org/"https:////blog.gwi.com//marketing//weird-facts-about-gamers///">anime fans<\/a>. By introducing content and collaborations, like the <a href=https://www.ama.org/"https:////www.epicgames.com//fortnite//en-US//news//goku-powers-up-fortnite-x-dragon-ball-your-power-is-unleashed/">Dragon Ball Z <\/a>and <a href=https://www.ama.org/"https:////www.fortnite.com//news//korra-enters-fortnite-and-waterbending-comes-to-battle-royale/">Avatar franchise, Fortnite has broadened its appeal. These strategic moves cater to the game's diverse player base, enhancing user engagement and attracting new players from different interest groups.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":153449} -->\n<figure class=\"wp-block-image\"><img src=https://www.ama.org/"https:////www.ama.org//wp-content//uploads//2024//04//image_1cc6f4.png/" alt=\"Fortnite case study\" class=\"wp-image-153449\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>These examples highlight the importance of identifying and understanding your target audience in any industry. By focusing on the specific needs, interests, and behaviors of their audiences, companies can develop tailored marketing strategies that resonate more effectively, driving engagement, loyalty, and growth. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><strong>What's Next?<\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Getting to know your target audience really well is crucial for your marketing to work. Start by looking closely at the data and talking more with your audience. Always be ready to change things based on what you learn. Aim to turn initial interest into long-term loyalty, and keep trying new things and improving to keep your audience interested and close.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-faq-understanding-your-target-audience\"><strong>FAQ: Understanding Your Target Audience<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol><!-- wp:list-item -->\n<li><strong>Are there disadvantages to focusing too narrowly on a target audience?<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Yes, focusing too narrowly can cause you to overlook potential customers who fall just outside your defined audience but may still have an interest in your product or service. It's important to balance specificity with the openness to adapt and expand your audience as needed.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true,\"start\":2} -->\n<ol start=\"2\"><!-- wp:list-item -->\n<li><strong>Why is finding your target audience crucial?<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Identifying your target audience allows for more effective and efficient marketing. When you know who you're talking to, you can tailor your messages to meet their specific needs and interests, leading to higher engagement and better ROI.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true,\"start\":3} -->\n<ol start=\"3\"><!-- wp:list-item -->\n<li><strong>Can a company have more than one target audience?<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Absolutely. Many businesses serve multiple target audiences, especially if they offer a range of products or services. Understanding the distinct characteristics of each group can help tailor your marketing efforts to appeal to each segment uniquely.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true,\"start\":4} -->\n<ol start=\"4\"><!-- wp:list-item -->\n<li><strong>How often should I reevaluate my target audience?<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Regularly. Market trends, consumer behaviors, and your own product offerings can change over time. Reassessing your target audience periodically ensures your marketing remains relevant and effective.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true,\"start\":5} -->\n<ol start=\"5\"><!-- wp:list-item -->\n<li><strong>What role does social media play in identifying my target audience?<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p><a href=https://www.ama.org/"https:////www.ama.org//marketing-news//social-media-marketing-strategy///">Social media<\/a> is invaluable for gaining insights into your audience's preferences, behaviors, and feedback. It also provides a direct line of communication for engaging with your audience and building relationships.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true,\"start\":6} -->\n<ol start=\"6\"><!-- wp:list-item -->\n<li><strong>How do changes in technology affect target audience identification?<\/strong><\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>Technology advancements can alter how and where your audience consumes content, their purchasing behavior, and even their needs and preferences. Staying abreast of technological trends is crucial to adapt your targeting strategies effectively.<\/p>\n<!-- \/wp:paragraph -->","post_title":"How to Find Your Target Audience","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"target-audience","to_ping":"","pinged":"","post_modified":"2024-04-09 16:21:56","post_modified_gmt":"2024-04-09 21:21:56","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=153442","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":125179,"post_author":"16","post_date":"2023-06-02 17:30:32","post_date_gmt":"2023-06-02 17:30:32","post_content":"<!-- wp:paragraph -->\n<p><em><strong>A new book in The Seven Big Problems series makes the case for democratizing data to succeed in digital transformations<\/strong><\/em>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Last fall, federal rules took effect that required health care organizations to give patients unfettered access to their full health records \u2014 troves of information gathered and stored digitally. That meant patients could better understand their care, shop for services, and find their own opportunities to participate in research.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Barriers to better care, costs and research were knocked down when patient information was democratized. It was a major victory for proponents of data sharing, and it\u2019s likely to spur innovation in the sector. It suggests that others\u2019 digital transformations could benefit from collaborating through shared information \u2014 further breaking down silos within organizations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>At a time when only 11% of global chief marketing officers believe that they have completed their digital transformation, per a MediaSense survey, there\u2019s a good reason to believe that many organizations need to consider a new framework for implementing change. To tackle the challenge, professors Zeynep Aksehirli, Koen Pauwels, Yakov Bart and Kwong Chan wrote <em>Break the Wall: Why and How to Democratize Digital in Your Business. <\/em>It\u2019s the third book in the series The Seven Problems of Marketing, edited by Bernie Jaworski.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The authors have more than a century of combined experience around the topic. They\u2019re a multidisciplinary team of business professors in marketing and organizational behavior at Northeastern University; they\u2019ve consulted with numerous companies; they\u2019ve published research on metrics, big data, social media, mobile shopping behavior and more; they\u2019ve written books on the methods and implementation of digital transformation; and they\u2019ve interacted with managers, analysts and data scientists across four continents. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>All this experience pointed to two central questions: How do companies \u201cbreak the wall\u201d in digital transformation? What does it mean to democratize digital data and insights and embed this learning into a company?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cIt's time to look at it more holistically to see how it fits in with the rest of your organization,\u201d Pauwels says. \u201cStudy after study says a lot of these transformation projects start with very lofty, very ambitious goals and they fail to meet their objectives. It's really something that management and marketing and all the departments have to work together to do to reap the benefits.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:block {\"ref\":126657} \/-->\n\n<!-- wp:paragraph -->\n<p>Chapter 1 of the book begins with just such an illustrating story: The CEO of an unnamed company complains that his organization spent millions to hire the top data scientists and gather all their data \u2014 but he couldn\u2019t see the impact on the business. The problem, the authors identified, was that the scientists and managers weren\u2019t interacting; there was no close cooperation between business units and sharing of insights. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Yet after these groups began engaging with one another more closely, and top management began integrating the digital transformation into company strategy \u2014 after the process became democratized \u2014 only then could results be realized.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":1} -->\n<h1 class=\"wp-block-heading\" id=\"h-vision-and-strategy\">Vision and strategy<\/h1>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Before an organization can even begin to undertake a digital transformation, managers need to outline what they hope to accomplish and how to get there. When it comes to the vision, the authors emphasize in the book that \u201cdigital transformation is an <em>organizational <\/em>transformation that changes how an organization <em>employs digital technologies<\/em>.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cWhen people are looking at digital transformation, if they focus just on the digital side and lose track of the transformation, it tends to be hollow and not reach its goals,\u201d Aksehirli says. \u201cThe idea of transformation in general has been very well researched, well tested. Instead of just focusing on the digital side, if you can shift the focus to the idea of changing the organization, transforming each person's responsibilities and perspectives, it goes much easier and much better for the organization.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>And with all that\u2019s known about organizational transformation, it\u2019s worth remembering that it will take each company a different amount of time to complete the work. (\u201cIn my work, I always say I plan for a certain amount of time and then I predict it will take double that time,\u201d Pauwels says. \u201cFor any transformation project, that's a good rule of thumb.\u201d)<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Understanding that the time frame varies in the same way that culture varies across companies allows your vision to become unique to your organization. Copying another company doesn\u2019t make the vision specific to what your employees and customers need, nor will they feel loyal to the goals or compelled by the transformation.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>\u201cI always say I plan for a certain amount of time and then I predict it will take double that time. For any transformation project, that\u2019s a good rule of thumb.\u201d<\/p>\n<!-- \/wp:paragraph --><cite>Koen Pauwels<\/cite><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:heading {\"level\":1} -->\n<h1 class=\"wp-block-heading\" id=\"h-why-democratize\">Why democratize?<\/h1>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>When the focus is on the entire organization transforming, then every employee needs to play a role. According to Aksehirli, there are two primary reasons a company would want to democratize the process. First, it ensures better decisions are made when it comes to data because they have access to and training around the information.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cMost of the organizations we deal with are aware of data being collected at various departments,\u201d she says. \u201cThey're trying to store it, use it to the best of their abilities. But the differentiator for more successful organizations is that they can use that data to make better decisions \u2014 and decisions are not things that we do quarterly at a big scale. It's every employee every day, making small decisions to make the organization better or fulfill its mission.\u201d <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Allowing any employee to access any part of the data collected by other departments, and knowing how to handle that data, is going to help them make better decisions, she explains.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Second, the open access to data naturally builds trust. It's not that everybody in the organization needs to know all the data \u2014 a customer service representative doesn\u2019t necessarily need to know daily sales data \u2014 but roadblocking access is an indication of distrust.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>All that said, it\u2019s important that companies take a starting temperature before jumping into the democratization. Should some departments already be working together to share data and collaborate, it can come off as uninformed if upper management mandates something that\u2019s been underway.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>And before you do take down barriers to data access, take a beat to understand why those barriers existed in the first place. \u201cOften [there is a] sort of mindless, \u2018Okay, let's try to collect as much data as possible without any concern for consumer privacy, let's try to share as much data as possible without setting protocols.\u2019\u2026 Well, often the barriers that were there before the digital transformation started were there for a reason,\u201d Bart says.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":1} -->\n<h1 class=\"wp-block-heading\" id=\"h-the-framework\">The framework<\/h1>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The book offers a set of guiding principles for digital transformations, which takes inspiration from the biological concept of nested adaptive cycles: a model that tries to understand resilience in the natural world by looking at continuous and nesting adaptation cycles of species. <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list {\"ordered\":true} -->\n<ol><!-- wp:list-item -->\n<li>Initiation of change: Leaders must make the business objectives of a digital transformation clear throughout the organization, explaining why the change is happening and how it benefits everyone.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Implementation of change: The interaction between changes at different levels of the organization drives the true success of digital transformation, thus overcoming the gap between the current and desired status of the transformation.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Building resilience: This is the human element \u2014 individual and communal \u2014 that makes the change stick. It covers recruitment and training, along with how company culture influences how digital transformation can be approached, but also how the transformation will influence the culture.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li>Reconsideration and renewal: The vision for digital transformation only materializes when the entire organization comes together to institutionalize the changes.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>The chapters describe each of the principles, and include stories and examples to illustrate how to successfully implement the framework.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"level\":1} -->\n<h1 class=\"wp-block-heading\" id=\"h-the-big-takeaways\">The big takeaways<\/h1>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Each of the authors can identify what they think are some of the key takeaways from their research, experience and subsequent book. But the overarching theme comes down to awareness: of barriers, of roles, and of differences.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The authors urge companies to learn to understand the difference between barriers to adoption for technological reasons versus human reasons: Is the slow uptake on the democratization of data a problem of access to information, software or hardware? or is it a matter of resistance among more senior employees or those brought in from acquisitions?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cSometimes we confuse one for the other,\u201d Chan says. \u201cJust talking to people can help us delineate the real reasons for a lack of change.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Understanding the role that individuals play in the transformation, and how it aligns with the vision, is an integral part of ensuring everyone contributes. But also understanding that the speed at which each person and department moves is crucial to avoid resentment or panic: Those working in smaller groups and who touch the outside world may recognize problems and solutions much faster than others, so firms should acknowledge that different gears move at different speeds \u2014 and everyone may have a different perspective that must be disseminated to the rest of the organization.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cIt doesn't necessarily mean that the speed of digital transformation is determined by the slowest wheel, the slowest team member,\u201d Bart says. \u201cThe \u2018move fast and break things\u2019 [mentality] pioneered by [Facebook founder Mark] Zuckerberg no longer applies to digital transformation, because we've seen too many organizations that are burning fast after moving fast. Yes, it's important to start looking at how your company must go through digital transformation as soon as possible, but this action bias that we often see perpetuated from the top when it comes to digital transformation \u2014 sometimes it really can backfire, when it is done without setting proper goals for all members of the organization and setting proper speeds.\u201d <\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>But the authors wouldn\u2019t be practicing what they preach if they, themselves, didn\u2019t democratize the data: the book provides the text from interviews with practitioners about their own organizations\u2019 digital transformations (\u201cRecognizing how curious minds love deriving their own conclusions from raw data, we present these conversations here,\u201d they write in the book.) This way, the reader may draw their own, applicable conclusions \u2014 and sharing this knowledge with their organization could prompt others to impart their own experiences.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cThese (lessons) are told by way of stories and interviews, and it could be a way to get your own organization to share information about the ways they use technology and have digitized their own work \u2014 which could be the best way to make the case,\u201d Pauwels says. \u201cThat will often resonate far better than just, \u2018this is better, faster, cheaper.\u2019 What's the story?\u201d<\/p>\n<!-- \/wp:paragraph -->","post_title":"Tear Down This Data Wall","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"tear-down-this-data-wall","to_ping":"","pinged":"","post_modified":"2024-01-22 13:34:53","post_modified_gmt":"2024-01-22 19:34:53","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=125179","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":114428,"post_author":"12","post_date":"2023-02-01 23:08:48","post_date_gmt":"2023-02-01 23:08:48","post_content":"<!-- wp:heading {\"level\":4} -->\n<h4 id=\"h-by-ana-babic-rosario-cristel-antonia-russell-and-doreen-ellen-shanahan\">By Ana Babi\u0107 Rosario, Cristel Antonia Russell and Doreen Ellen Shanahan<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Imagine finding yourself on a path to a new health and wellness goal. Something\u2014a health scare, new life circumstances, doctor\u2019s advice\u2014has brought you to a place of desiring change. As if getting to this place wasn\u2019t complex enough, you now might be feeling overwhelmed with information, confused, and unsure exactly where to take your first steps. What do you do next?<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Well, millions of consumers turn to social media. On average, U.S. adults spend approximately 90 minutes a day on social networks, including<a href=https://www.ama.org/"https:////www.emarketer.com//chart//244308//average-time-spent-per-day-with-social-networks-by-us-social-network-users-by-platform-2021-minutes/"> over 30 minutes on Facebook<\/a>. It is not surprising that earlier in 2021,<a href=https://www.ama.org/"https:////www.youtube.com//watch?v=UaqFBL2TExY\%22> Facebook revived their Groups campaign<\/a> that was originally aired during<a href=https://www.ama.org/"https:////www.youtube.com//watch?v=Rpxqja0zD5Y\%22> Super Bowl LIV in 2020<\/a>, promoting Groups as online places to \u201cmeet new people, share knowledge or get support.\u201d Around that time, 1.8 billion users used a Facebook group every month, and tens of millions of active communities were available for people to connect to talk about their interests, to learn new things, and to be entertained. From parenting to health and wellness, the number of these virtual support communities keeps growing. And, most academic studies on these topics have documented the positive social dynamics of virtual support: communities provide informational and socio-emotional support that helps members achieve their goals.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:block {\"ref\":118561} \/-->\n\n<!-- wp:paragraph -->\n<p>Yet, our<a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1177//10949968221075819/"> recent research published in the <em>Journal of Interactive Marketing<\/em><\/a><em> <\/em>concludes that within such online gatherings, connections are not always as constructive as Facebook hoped, even in virtual support communities built on the premise of communal accountability and accomplishment. We explored the social dynamics in these virtual communities through three methods: a <em>netnography<\/em>\u2014a cultural approach to the study of social media\u2014of a large (over 50,000 members) nutrition-focused Facebook group, <em>a set of<\/em> <em>interviews<\/em> to document members\u2019 experiences of a virtual support community and its complex social dynamics, and a national <em>survey<\/em> of members of a large number of health- and wellness-related virtual support communities. The findings from these studies provide evidence of many paradoxical social dynamics of virtual support communities and document their outcomes in terms of how people feel about the community and how much they engage with or disengage from the community.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For one, we find evidence of both social empathy and social pressure. Social empathy is helpful: it ensures the group provides informational value that can assist the members in accomplishing their  goals. But social pressure is two-sided: some pressure is helpful if it increases social empathy but pressure can become detrimental if it turns into angst. We\u2019ve observed that these anxieties often cause members to disengage from the community.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:quote -->\n<blockquote class=\"wp-block-quote\"><!-- wp:paragraph -->\n<p>We find evidence of both social empathy and social pressure. Social empathy is helpful: it ensures the group provides informational value that can assist the members in accomplishing their  goals. But social pressure is two-sided: some pressure is helpful if it increases social empathy but pressure can become detrimental if it turns into angst.<\/p>\n<!-- \/wp:paragraph --><\/blockquote>\n<!-- \/wp:quote -->\n\n<!-- wp:paragraph -->\n<p>Our study shows that virtual support communities are complex environments and that achieving one\u2019s goals might need a healthy dose of pressure. Overall, while virtual communities can be very powerful and jump-start positive change among members, they can also incite insecurity and jeopardize mental health and the sense of belonging to a community. Because social pressure can have undesired effects, our study signals that these social networks may require traditional monitoring and moderation.Our findings are also in line with the<a href=https://www.ama.org/"https:////www.npr.org//2021//10//05//1043377310//facebook-whistleblower-frances-haugen-congress/"> October 2021 Facebook whistleblower testimony<\/a>\u2014appearing in front of the U.S. Senate, Frances Haugen tried to illuminate gray areas of social media, where online social interactions can jeopardize the mental health of individuals, groups, and communities. In this research, we are similarly identifying these gray areas, specifically in support communities on Facebook, where social media can be helpful but also damaging. As people\u2019s reliance on online networks for social interaction continues to increase, it is important to continue to be aware of virtual support communities\u2019 internal social dynamics and to understand their many paradoxes.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:separator {\"className\":\"is-style-wide\"} -->\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\/>\n<!-- \/wp:separator -->\n\n<!-- wp:group {\"backgroundColor\":\"blue-900\",\"textColor\":\"beige-100\",\"layout\":{\"type\":\"constrained\"}} -->\n<div class=\"wp-block-group has-beige-100-color has-blue-900-background-color has-text-color has-background\"><!-- wp:heading {\"level\":4} -->\n<h4>Read the Research<\/h4>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Ana Babi\u0107 Rosario, Cristel Antonia Russell, Doreen Ellen Shanahan (2022), <a href=https://www.ama.org/"https:////journals.sagepub.com//doi//10.1177//10949968221075819/">Paradoxes of Social Support in Virtual Support Communities: A Mixed-Method Inquiry of the Social Dynamics in Health and Wellness Facebook Groups<\/a>,\u201d Journal of Interactive Marketing, First Published February 10, 2022. DOI: 10.1177\/10949968221075819<\/p>\n<!-- \/wp:paragraph --><\/div>\n<!-- \/wp:group -->\n\n<!-- wp:paragraph -->\n<p><em>Editor\u2019s Note: This article originally appeared on SAGE Publishing\u2019s <a href=https://www.ama.org/"https:////perspectivesblog.sagepub.com//blog//research//the-paradoxes-of-social-support-social-media-groups-can-jeopardize-health-and-wellness-goals/">Perspectives blog and is reprinted with permission.<\/em><\/p>\n<!-- \/wp:paragraph -->","post_title":"Social Media Groups Can Jeopardize Health and Wellness Goals","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"social-media-groups-can-jeopardize-health-and-wellness-goals","to_ping":"","pinged":"","post_modified":"2024-01-22 13:35:03","post_modified_gmt":"2024-01-22 19:35:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=114428","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"},{"ID":114426,"post_author":"12","post_date":"2023-02-01 20:02:02","post_date_gmt":"2023-02-01 20:02:02","post_content":"<!-- wp:paragraph -->\n<p>The way parents view their own self-control when it comes to junk food is a contributing factor in what they choose to feed their kids and how their food preferences influence their children, researchers report.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Food systems heavy in calories and light on <a href=https://www.ama.org/"https:////www.ama.org//marketing-news//marketing-low-calorie-snacks-by-the-numbers///">recommended nutrition<\/a> are a major factor contributing to global obesity and are a major challenge to parents of young children, says T. Bettina Cornwell, chair and head of the marketing department in the University of Oregon\u2019s Lundquist College of Business.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Research in the <a href=https://www.ama.org/"https:////doi.org//10.1177%2F0743915620939581/" target=\"_blank\" rel=\"noreferrer noopener\"><em>Journal of Public Policy & Marketing<\/em><\/a> explored the underlying dynamics of parental food preferences and how they are passed along to children by parental food choices for meals.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cA parent\u2019s preference for sugar, fat, and salt in their diet influences the amount of <a href=https://www.ama.org/"https:////www.ama.org//2020//09//17//why-consumers-think-pretty-food-is-healthier///">junk food<\/a> they provide children in a typical week and in turn, this influences the child\u2019s preference for sugar, fat and salt,\u201d Cornwell says. \u201cWe show that regularly providing 3- to 5-year-old children with junk food influences their preferences for the same tastes. It also makes them less willing to eat vegetables.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The researchers developed two studies to explore how rigid parents are toward strategies of growth, learning, and <a href=https://www.ama.org/"https:////www.futurity.org//self-control-lapses-admission-2102262///" target=\"_blank\" rel=\"noreferrer noopener\">self-control<\/a>. These mindsets, or lay theories, underlie everyday ideas about behavior, she says. At play is how limited or unlimited self-control is seen and whether it is fixed or malleable.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In the first study, researchers used self-report surveys from the parents of 81 preschool children to assess whether the frequency of exposure to junk food helps transmit parental tastes to the children. The researchers found a solid connection, Cornwell says.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The second study dug deeper to see if parents\u2019 mindsets influenced how often they exposed their children to junk food and what their children ate at school. Researchers drew from survey responses from 122 parent-children pairs and direct observations of preschoolers choosing vegetables during lunchtime.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Again, the researchers identified strong results. Children who were often exposed to fast and highly processed food at home were less likely to eat vegetables at preschool.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cA parent\u2019s preference for sugar, fat, and salt in their diet as well as their views of self-control come together to influence their choice to regularly give a child junk food,\u201d Cornwell says. \u201cParents with a lower preference for sugar, fat, and salt and with a growth mindset regarding developing self-control tend to limit the amount of junk food they provide to their children.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>The overall findings, Cornwell says, are clear: What parents do at home when it comes to meal selection influences the <a href=https://www.ama.org/"https:////www.ama.org//2022//01//19//how-gmo-labels-affect-customer-decision-making-with-food-purchases///">food choices<\/a> their children make away from home.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Parents, she says, should explore their own beliefs about self-control to understand how they influence their children\u2019s developing food preferences. Doing so, she says, may help parents improve their own diets in a way that benefits how their children eat.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>There also are implications for the <a href=https://www.ama.org/"https:////www.ama.org//2021//08//18//epicurean-food-marketing///">food industry<\/a>.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Food manufacturers and brand managers, meanwhile, need to recognize that their heavy reliance on hyperpalatable products\u2014those high in fat, salt, and sugars that combine to override the ability to control consumption\u2014often make it hard for children to meet guidelines for healthy daily diets.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cEating even a single fast food or processed meal as currently found in the marketplace makes it hard, if not impossible, for children to fall within the US dietary guidelines for the entire day,\u201d Cornwell says. \u201cProducts should be reformulated to be less hyperpalatable and new, healthier products should be developed.<\/p>\n<!-- \/wp:paragraph -->","post_title":"Parental Preferences Shape Junk Food Choices for Kids","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"parental-preferences-shape-junk-food-choices-for-kids","to_ping":"","pinged":"","post_modified":"2024-01-22 13:35:04","post_modified_gmt":"2024-01-22 19:35:04","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=114426","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"}]" />

Market Research

Market research refers to the gathering of consumer data and insights, such as their preferences or needs. Once identified, market research plays a crucial role is supplying marketers with the audience and consumer information necessary for building successful campaigns. Here you will find a collection of research insights and marketing news articles from the AMA archive regarding market research.

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