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RTI RESEARCH
“RTi is a trusted and valued business partner.The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.” ABOUT | RTI RESEARCH THE BACKSTORY. RTi was founded in 1979 by brand manager, Mel Rothstein, and market researcher, Richard Tauber. Their breakthrough idea: research companies can and should provide more than just numbers. They should act as true business partners, extending WHAT WE DO | RTI RESEARCH Sr. Manager, Consumer Insights, Food & Beverage. “RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and making CONTACT | RTI RESEARCH IF YOU’RE LOOKING FOR A MEANINGFUL CAREER. If you’re talented, ambitious and would like to be part of the future of market research, send us an email with your resume: careers@rtiresearch.com “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets.KNOWLEDGE CENTER
The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. “A special shout out for bringing such value to the study – the speed and depth of analysis has ONE-SIZE DOES NOT FIT ALL: THE PROBLEM WITH THREE-ACT At the end of the first act there’s an “inciting incident,” a disruption of the status quo that presents the hero with a problem. In Act 2, the hero struggles to overcome the problem. A good storyteller will put all sorts of obstacles in her way, often with each test increasingly difficult. Act 3 then provides the resolution of thestory.
WHEN IT COMES TO PERSUASION, WE AGREE WITH ARISTOTLE Aristotle’s 5 Principles of Persuasion. Carmine Gallo lists 5 rhetorical devices identified by Aristotle: Ethos, Or “Character.”. To be persuasive, you first need to establish your credibility. Logos, Or “Reason. ” You need to base your argument on logic and support it with facts. Pathos, Or “Emotion.”. Logicis
ALGORITHMS AND THE MYTH OF OBJECTIVITY Algorithms and the Myth of Objectivity. It has long been a dream of researchers to provide truly objective data gathering and analysis. Focus group facilities are conceived as laboratories, and moderators are discouraged from influencing respondents with their own opinions. On the quantitative side, sophisticated statistical methodologies are A MARKETER’S GUIDE TO AD CLAIM SUBSTANTIATION RTi Research 203-324-2420 www.rtiresearch.com Prove It! A Marketer’s Guide to Ad Claim Substantiation 7 IT’S THE LAW! The whole area of ad claim substantiation was born outRTI RESEARCH
“RTi is a trusted and valued business partner.The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.” ABOUT | RTI RESEARCH THE BACKSTORY. RTi was founded in 1979 by brand manager, Mel Rothstein, and market researcher, Richard Tauber. Their breakthrough idea: research companies can and should provide more than just numbers. They should act as true business partners, extending WHAT WE DO | RTI RESEARCH Sr. Manager, Consumer Insights, Food & Beverage. “RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and making CONTACT | RTI RESEARCH IF YOU’RE LOOKING FOR A MEANINGFUL CAREER. If you’re talented, ambitious and would like to be part of the future of market research, send us an email with your resume: careers@rtiresearch.com “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets.KNOWLEDGE CENTER
The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. “A special shout out for bringing such value to the study – the speed and depth of analysis has ONE-SIZE DOES NOT FIT ALL: THE PROBLEM WITH THREE-ACT At the end of the first act there’s an “inciting incident,” a disruption of the status quo that presents the hero with a problem. In Act 2, the hero struggles to overcome the problem. A good storyteller will put all sorts of obstacles in her way, often with each test increasingly difficult. Act 3 then provides the resolution of thestory.
WHEN IT COMES TO PERSUASION, WE AGREE WITH ARISTOTLE Aristotle’s 5 Principles of Persuasion. Carmine Gallo lists 5 rhetorical devices identified by Aristotle: Ethos, Or “Character.”. To be persuasive, you first need to establish your credibility. Logos, Or “Reason. ” You need to base your argument on logic and support it with facts. Pathos, Or “Emotion.”. Logicis
ALGORITHMS AND THE MYTH OF OBJECTIVITY Algorithms and the Myth of Objectivity. It has long been a dream of researchers to provide truly objective data gathering and analysis. Focus group facilities are conceived as laboratories, and moderators are discouraged from influencing respondents with their own opinions. On the quantitative side, sophisticated statistical methodologies are A MARKETER’S GUIDE TO AD CLAIM SUBSTANTIATION RTi Research 203-324-2420 www.rtiresearch.com Prove It! A Marketer’s Guide to Ad Claim Substantiation 7 IT’S THE LAW! The whole area of ad claim substantiation was born outKNOWLEDGE CENTER
The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. “A special shout out for bringing such value to the study – the speed and depth of analysis has WHERE'S THE BEEF? TECHNOLOGY AND THE FUTURE OF MEAT Impossible Foods, the privately-held company behind the meatless burger has raised more than $750 million. Plant-based “meat” provider Beyond Meat’s stock surged after its IPO in early May, with a market cap as of this writing at nearly $6 billion. This could be the beginning of one of the biggest consumer trends of all time. MEANINGFUL STORYTELLING A one-page summary of your story. An efficient and impactful way to socialize your story throughout the organization. Click the pic to view the Meaning Memos from our 2020 Covid-19 Consumer Tracking. And you can easily download them by dragging the images onto your desktop or right-clicking upon them and saving to your downloads folder.RTI PODCASTS
RTi’s Chief Meaning Officer, David Intrator, discusses market research storytelling with Paul Kirch of Audible Insights. Click the pic or here to listen. “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets.RESEARCH OVERVIEW
Base: Total U.S. (Waves 1 -7): Gen Z (397), Millennials (1,008), Gen X (926), Boomers (1,044), Silents (128)RESEARCH OVERVIEW
PEOPLE ARE SETTLING IN FOR THE LONG HAUL. FROM DATA TO MEANING ® THEY’RE REALIZING THIS WILL GO ON LONGER THAN EXPECTED. 71% say allof U.S. should be
DESIGN THINKING: A PATH TO INNOVATIVE SOLUTIONS At its core, Design Thinking is an iterative process. You create things, then step back to evaluate what you’ve made. You then take what you’ve learned to make new things or optimize the solutions you’ve uncovered. It’s a very powerful tool. And it can provide us with insights far more inventive and valuable than we’ve everimagined.
PURSUING CUSTOMER DELIGHT It means not just meeting customer expectations, but exceeding them. It means creating surprise and a positive emotional reaction that drives favorable word of mouth, especially in social media. That’s hard work and sets a pretty high bar! In fact, some researchers argue that the bar of customer delight is too high. HAVE WE REACHED THE END OF THE SMARTPHONE ERA? The iPhone X now starts at $1,000, and some speculate this rise in price is Apple’s strategy to offset declining phone sales overall, (a gambit that’s apparently backfired). 3) Lower Battery Prices: Last year Apple cut its iPhone battery replacement fee down to $29 from $79. This has encouraged consumers with older phones to upgradethe
MILLENNIAL WOMEN REDEFINE LUXURY GOODS MARKETING Despite a recovering economy (albeit slowly), the demand for luxury goods is in decline. Global instability, terror, and the uncertain U.S. political situation have all combined to cause traditional luxury product buyers to cut back.RTI RESEARCH
“RTi is a trusted and valued business partner.The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.” WHAT WE DO | RTI RESEARCH Sr. Manager, Consumer Insights, Food & Beverage. “RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. ABOUT | RTI RESEARCH THE BACKSTORY. RTi was founded in 1979 by brand manager, Mel Rothstein, and market researcher, Richard Tauber. Their breakthrough idea: research companies can and should provide more than just numbers. They should act as true business partners, extending THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and making CONTACT | RTI RESEARCH IF YOU’RE LOOKING FOR A MEANINGFUL CAREER. If you’re talented, ambitious and would like to be part of the future of market research, send us an email with your resume: careers@rtiresearch.com “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. WHEN IT COMES TO PERSUASION, WE AGREE WITH ARISTOTLE Aristotle’s 5 Principles of Persuasion. Carmine Gallo lists 5 rhetorical devices identified by Aristotle: Ethos, Or “Character.”. To be persuasive, you first need to establish your credibility. Logos, Or “Reason. ” You need to base your argument on logic and support it with facts. Pathos, Or “Emotion.”. Logicis
ONE-SIZE DOES NOT FIT ALL: THE PROBLEM WITH THREE-ACT At the end of the first act there’s an “inciting incident,” a disruption of the status quo that presents the hero with a problem. In Act 2, the hero struggles to overcome the problem. A good storyteller will put all sorts of obstacles in her way, often with each test increasingly difficult. Act 3 then provides the resolution of thestory.
NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC (Through Wave 3: April 1, 2020) FROM DATA TO MEANING ® BARRIERS TO TRIAL ARE FALLING FAST. Fears about the spread of COVID-19 have driven a third ofconsumers to try
ALGORITHMS AND THE MYTH OF OBJECTIVITY Algorithms and the Myth of Objectivity. It has long been a dream of researchers to provide truly objective data gathering and analysis. Focus group facilities are conceived as laboratories, and moderators are discouraged from influencing respondents with their own opinions. On the quantitative side, sophisticated statistical methodologies are A MARKETER’S GUIDE TO AD CLAIM SUBSTANTIATION RTi Research 203-324-2420 www.rtiresearch.com Prove It! A Marketer’s Guide to Ad Claim Substantiation 7 IT’S THE LAW! The whole area of ad claim substantiation was born outRTI RESEARCH
“RTi is a trusted and valued business partner.The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.” WHAT WE DO | RTI RESEARCH Sr. Manager, Consumer Insights, Food & Beverage. “RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. ABOUT | RTI RESEARCH THE BACKSTORY. RTi was founded in 1979 by brand manager, Mel Rothstein, and market researcher, Richard Tauber. Their breakthrough idea: research companies can and should provide more than just numbers. They should act as true business partners, extending THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and making CONTACT | RTI RESEARCH IF YOU’RE LOOKING FOR A MEANINGFUL CAREER. If you’re talented, ambitious and would like to be part of the future of market research, send us an email with your resume: careers@rtiresearch.com “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. WHEN IT COMES TO PERSUASION, WE AGREE WITH ARISTOTLE Aristotle’s 5 Principles of Persuasion. Carmine Gallo lists 5 rhetorical devices identified by Aristotle: Ethos, Or “Character.”. To be persuasive, you first need to establish your credibility. Logos, Or “Reason. ” You need to base your argument on logic and support it with facts. Pathos, Or “Emotion.”. Logicis
ONE-SIZE DOES NOT FIT ALL: THE PROBLEM WITH THREE-ACT At the end of the first act there’s an “inciting incident,” a disruption of the status quo that presents the hero with a problem. In Act 2, the hero struggles to overcome the problem. A good storyteller will put all sorts of obstacles in her way, often with each test increasingly difficult. Act 3 then provides the resolution of thestory.
NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC (Through Wave 3: April 1, 2020) FROM DATA TO MEANING ® BARRIERS TO TRIAL ARE FALLING FAST. Fears about the spread of COVID-19 have driven a third ofconsumers to try
ALGORITHMS AND THE MYTH OF OBJECTIVITY Algorithms and the Myth of Objectivity. It has long been a dream of researchers to provide truly objective data gathering and analysis. Focus group facilities are conceived as laboratories, and moderators are discouraged from influencing respondents with their own opinions. On the quantitative side, sophisticated statistical methodologies are A MARKETER’S GUIDE TO AD CLAIM SUBSTANTIATION RTi Research 203-324-2420 www.rtiresearch.com Prove It! A Marketer’s Guide to Ad Claim Substantiation 7 IT’S THE LAW! The whole area of ad claim substantiation was born out THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and makingKNOWLEDGE CENTER
The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. “A special shout out for bringing such value to the study – the speed and depth of analysis has WHAT’S IN THIS REPORT? CONSUMERS WANT ACTION. FROM DATA TO MEANING ® GOOD VIBES AREN’T ENOUGH. Only one-in-five consumers want messaging that provides asense of escape.
WHERE'S THE BEEF? TECHNOLOGY AND THE FUTURE OF MEAT Impossible Foods, the privately-held company behind the meatless burger has raised more than $750 million. Plant-based “meat” provider Beyond Meat’s stock surged after its IPO in early May, with a market cap as of this writing at nearly $6 billion. This could be the beginning of one of the biggest consumer trends of all time.RESEARCH OVERVIEW
20. 8. Most people are following the C19 very closely and feel generally knowledgeable about the coronavirus How Closely Following C19 News (%) Base: Total U.S. (500)C19 IMPACT ON…
Online survey fielded biweekly in the U.S. (see next page for details) Survey focus on Coronavirus 19 (C19) attitudes and self-reported behavior changes related to C19 DESIGN THINKING: A PATH TO INNOVATIVE SOLUTIONS At its core, Design Thinking is an iterative process. You create things, then step back to evaluate what you’ve made. You then take what you’ve learned to make new things or optimize the solutions you’ve uncovered. It’s a very powerful tool. And it can provide us with insights far more inventive and valuable than we’ve everimagined.
INNOVATION IS MORE THAN JUST A GOOD IDEA RTi Research • 203-324-2420 • www.rtiresearch.com 2 Innovation is More Than Just a Good Idea In this age of technology, constant innovation is the imperative, and consumers, who PURSUING CUSTOMER DELIGHT It means not just meeting customer expectations, but exceeding them. It means creating surprise and a positive emotional reaction that drives favorable word of mouth, especially in social media. That’s hard work and sets a pretty high bar! In fact, some researchers argue that the bar of customer delight is too high. FIVE THINGS TO CONSIDER BEFORE CREATING A CUSTOMER NPS, the common acronym for Net Promoter Score continues to be heavily discussed in the Customer Satisfaction and Insights worlds – justGoogle it.
RTI RESEARCH
“RTi is a trusted and valued business partner.The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.” ABOUT | RTI RESEARCH THE BACKSTORY. RTi was founded in 1979 by brand manager, Mel Rothstein, and market researcher, Richard Tauber. Their breakthrough idea: research companies can and should provide more than just numbers. They should act as true business partners, extending WHAT WE DO | RTI RESEARCH Sr. Manager, Consumer Insights, Food & Beverage. “RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and making CONTACT | RTI RESEARCH IF YOU’RE LOOKING FOR A MEANINGFUL CAREER. If you’re talented, ambitious and would like to be part of the future of market research, send us an email with your resume: careers@rtiresearch.com “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets.KNOWLEDGE CENTER
The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. “A special shout out for bringing such value to the study – the speed and depth of analysis has ONE-SIZE DOES NOT FIT ALL: THE PROBLEM WITH THREE-ACT At the end of the first act there’s an “inciting incident,” a disruption of the status quo that presents the hero with a problem. In Act 2, the hero struggles to overcome the problem. A good storyteller will put all sorts of obstacles in her way, often with each test increasingly difficult. Act 3 then provides the resolution of thestory.
WHEN IT COMES TO PERSUASION, WE AGREE WITH ARISTOTLE Aristotle’s 5 Principles of Persuasion. Carmine Gallo lists 5 rhetorical devices identified by Aristotle: Ethos, Or “Character.”. To be persuasive, you first need to establish your credibility. Logos, Or “Reason. ” You need to base your argument on logic and support it with facts. Pathos, Or “Emotion.”. Logicis
ALGORITHMS AND THE MYTH OF OBJECTIVITY Algorithms and the Myth of Objectivity. It has long been a dream of researchers to provide truly objective data gathering and analysis. Focus group facilities are conceived as laboratories, and moderators are discouraged from influencing respondents with their own opinions. On the quantitative side, sophisticated statistical methodologies are A MARKETER’S GUIDE TO AD CLAIM SUBSTANTIATION RTi Research 203-324-2420 www.rtiresearch.com Prove It! A Marketer’s Guide to Ad Claim Substantiation 7 IT’S THE LAW! The whole area of ad claim substantiation was born outRTI RESEARCH
“RTi is a trusted and valued business partner.The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.” ABOUT | RTI RESEARCH THE BACKSTORY. RTi was founded in 1979 by brand manager, Mel Rothstein, and market researcher, Richard Tauber. Their breakthrough idea: research companies can and should provide more than just numbers. They should act as true business partners, extending WHAT WE DO | RTI RESEARCH Sr. Manager, Consumer Insights, Food & Beverage. “RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and making CONTACT | RTI RESEARCH IF YOU’RE LOOKING FOR A MEANINGFUL CAREER. If you’re talented, ambitious and would like to be part of the future of market research, send us an email with your resume: careers@rtiresearch.com “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets.KNOWLEDGE CENTER
The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. “A special shout out for bringing such value to the study – the speed and depth of analysis has ONE-SIZE DOES NOT FIT ALL: THE PROBLEM WITH THREE-ACT At the end of the first act there’s an “inciting incident,” a disruption of the status quo that presents the hero with a problem. In Act 2, the hero struggles to overcome the problem. A good storyteller will put all sorts of obstacles in her way, often with each test increasingly difficult. Act 3 then provides the resolution of thestory.
WHEN IT COMES TO PERSUASION, WE AGREE WITH ARISTOTLE Aristotle’s 5 Principles of Persuasion. Carmine Gallo lists 5 rhetorical devices identified by Aristotle: Ethos, Or “Character.”. To be persuasive, you first need to establish your credibility. Logos, Or “Reason. ” You need to base your argument on logic and support it with facts. Pathos, Or “Emotion.”. Logicis
ALGORITHMS AND THE MYTH OF OBJECTIVITY Algorithms and the Myth of Objectivity. It has long been a dream of researchers to provide truly objective data gathering and analysis. Focus group facilities are conceived as laboratories, and moderators are discouraged from influencing respondents with their own opinions. On the quantitative side, sophisticated statistical methodologies are A MARKETER’S GUIDE TO AD CLAIM SUBSTANTIATION RTi Research 203-324-2420 www.rtiresearch.com Prove It! A Marketer’s Guide to Ad Claim Substantiation 7 IT’S THE LAW! The whole area of ad claim substantiation was born outKNOWLEDGE CENTER
The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. “A special shout out for bringing such value to the study – the speed and depth of analysis has MEANINGFUL STORYTELLING A one-page summary of your story. An efficient and impactful way to socialize your story throughout the organization. Click the pic to view the Meaning Memos from our 2020 Covid-19 Consumer Tracking. And you can easily download them by dragging the images onto your desktop or right-clicking upon them and saving to your downloads folder.RTI PODCASTS
RTi’s Chief Meaning Officer, David Intrator, discusses market research storytelling with Paul Kirch of Audible Insights. Click the pic or here to listen. “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. DO MARKET RESEARCHERS WANT TO BE TRUSTED? Probably the latter. But for some reason, we in market research (MR) seem to be satisfied with this same low level of positive CX among the many millions of respondents we engage each year. According to the latest GRBN Global Trust Survey (free access), just 40% say they find the research they participate in to be enjoyable. WHERE'S THE BEEF? TECHNOLOGY AND THE FUTURE OF MEAT Impossible Foods, the privately-held company behind the meatless burger has raised more than $750 million. Plant-based “meat” provider Beyond Meat’s stock surged after its IPO in early May, with a market cap as of this writing at nearly $6 billion. This could be the beginning of one of the biggest consumer trends of all time.RESEARCH OVERVIEW
Base: Total U.S. (Waves 1 -7): Gen Z (397), Millennials (1,008), Gen X (926), Boomers (1,044), Silents (128) NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC (Through Wave 3: April 1, 2020) FROM DATA TO MEANING ® BARRIERS TO TRIAL ARE FALLING FAST. Fears about the spread of COVID-19 have driven a third ofconsumers to try
DESIGN THINKING: A PATH TO INNOVATIVE SOLUTIONS At its core, Design Thinking is an iterative process. You create things, then step back to evaluate what you’ve made. You then take what you’ve learned to make new things or optimize the solutions you’ve uncovered. It’s a very powerful tool. And it can provide us with insights far more inventive and valuable than we’ve everimagined.
INNOVATION IS MORE THAN JUST A GOOD IDEA RTi Research • 203-324-2420 • www.rtiresearch.com 2 Innovation is More Than Just a Good Idea In this age of technology, constant innovation is the imperative, and consumers, who BEYOND DATA, BEYOND INFORMATION: POWERFUL … RTi Research • 203-324-2420 • www.rtiresearch.com Powerful Storytelling for Insights Professionals 3 With everybody talking about storytelling, is the art and science of storytelling getting lostRTI RESEARCH
“RTi is a trusted and valued business partner.The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.” WHAT WE DO | RTI RESEARCH Sr. Manager, Consumer Insights, Food & Beverage. “RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. ABOUT | RTI RESEARCH THE BACKSTORY. RTi was founded in 1979 by brand manager, Mel Rothstein, and market researcher, Richard Tauber. Their breakthrough idea: research companies can and should provide more than just numbers. They should act as true business partners, extending THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and making CONTACT | RTI RESEARCH IF YOU’RE LOOKING FOR A MEANINGFUL CAREER. If you’re talented, ambitious and would like to be part of the future of market research, send us an email with your resume: careers@rtiresearch.com “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. WHEN IT COMES TO PERSUASION, WE AGREE WITH ARISTOTLE Aristotle’s 5 Principles of Persuasion. Carmine Gallo lists 5 rhetorical devices identified by Aristotle: Ethos, Or “Character.”. To be persuasive, you first need to establish your credibility. Logos, Or “Reason. ” You need to base your argument on logic and support it with facts. Pathos, Or “Emotion.”. Logicis
ONE-SIZE DOES NOT FIT ALL: THE PROBLEM WITH THREE-ACT At the end of the first act there’s an “inciting incident,” a disruption of the status quo that presents the hero with a problem. In Act 2, the hero struggles to overcome the problem. A good storyteller will put all sorts of obstacles in her way, often with each test increasingly difficult. Act 3 then provides the resolution of thestory.
NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC (Through Wave 3: April 1, 2020) FROM DATA TO MEANING ® BARRIERS TO TRIAL ARE FALLING FAST. Fears about the spread of COVID-19 have driven a third ofconsumers to try
ALGORITHMS AND THE MYTH OF OBJECTIVITY Algorithms and the Myth of Objectivity. It has long been a dream of researchers to provide truly objective data gathering and analysis. Focus group facilities are conceived as laboratories, and moderators are discouraged from influencing respondents with their own opinions. On the quantitative side, sophisticated statistical methodologies are A MARKETER’S GUIDE TO AD CLAIM SUBSTANTIATION RTi Research 203-324-2420 www.rtiresearch.com Prove It! A Marketer’s Guide to Ad Claim Substantiation 7 IT’S THE LAW! The whole area of ad claim substantiation was born outRTI RESEARCH
“RTi is a trusted and valued business partner.The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.” WHAT WE DO | RTI RESEARCH Sr. Manager, Consumer Insights, Food & Beverage. “RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. ABOUT | RTI RESEARCH THE BACKSTORY. RTi was founded in 1979 by brand manager, Mel Rothstein, and market researcher, Richard Tauber. Their breakthrough idea: research companies can and should provide more than just numbers. They should act as true business partners, extending THE COVID-19 CONSUMER AND CHECK OUR COVID-19 CONSUMER PODCASTS. ' RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. The team is personable, and very, very responsive.'. 'Working with RTi was wonderful proactive in anticipating potential issues, providing solutions and making CONTACT | RTI RESEARCH IF YOU’RE LOOKING FOR A MEANINGFUL CAREER. If you’re talented, ambitious and would like to be part of the future of market research, send us an email with your resume: careers@rtiresearch.com “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. WHEN IT COMES TO PERSUASION, WE AGREE WITH ARISTOTLE Aristotle’s 5 Principles of Persuasion. Carmine Gallo lists 5 rhetorical devices identified by Aristotle: Ethos, Or “Character.”. To be persuasive, you first need to establish your credibility. Logos, Or “Reason. ” You need to base your argument on logic and support it with facts. Pathos, Or “Emotion.”. Logicis
ONE-SIZE DOES NOT FIT ALL: THE PROBLEM WITH THREE-ACT At the end of the first act there’s an “inciting incident,” a disruption of the status quo that presents the hero with a problem. In Act 2, the hero struggles to overcome the problem. A good storyteller will put all sorts of obstacles in her way, often with each test increasingly difficult. Act 3 then provides the resolution of thestory.
NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC (Through Wave 3: April 1, 2020) FROM DATA TO MEANING ® BARRIERS TO TRIAL ARE FALLING FAST. Fears about the spread of COVID-19 have driven a third ofconsumers to try
ALGORITHMS AND THE MYTH OF OBJECTIVITY Algorithms and the Myth of Objectivity. It has long been a dream of researchers to provide truly objective data gathering and analysis. Focus group facilities are conceived as laboratories, and moderators are discouraged from influencing respondents with their own opinions. On the quantitative side, sophisticated statistical methodologies are A MARKETER’S GUIDE TO AD CLAIM SUBSTANTIATION RTi Research 203-324-2420 www.rtiresearch.com Prove It! A Marketer’s Guide to Ad Claim Substantiation 7 IT’S THE LAW! The whole area of ad claim substantiation was born outKNOWLEDGE CENTER
The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”. Director, Consumer Insights, CPG. “A special shout out for bringing such value to the study – the speed and depth of analysis has E-BOOKS | RTI RESEARCH The modern world is awash in increasing amounts of data; with entirely new categories of data cropping up constantly. All of this change presents the market research industry with enormous opportunities, putting us in the perfect position to play a more consultative and influential role in the marketing ecosystem IF we know how to turn all this data into meaning – something that can beRTI PODCASTS
RTi’s Chief Meaning Officer, David Intrator, discusses market research storytelling with Paul Kirch of Audible Insights. Click the pic or here to listen. “RTi is a true partner, advising and guiding our team on appropriate methodologies, adapting approaches to changing timelines and budgets. WHAT’S IN THIS REPORT? CONSUMERS WANT ACTION. FROM DATA TO MEANING ® GOOD VIBES AREN’T ENOUGH. Only one-in-five consumers want messaging that provides asense of escape.
NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC NEW BEHAVIORS ARE POISED TO CONTINUE POST-PANDEMIC (Through Wave 3: April 1, 2020) FROM DATA TO MEANING ® BARRIERS TO TRIAL ARE FALLING FAST. Fears about the spread of COVID-19 have driven a third ofconsumers to try
RESEARCH OVERVIEW
20. 8. Most people are following the C19 very closely and feel generally knowledgeable about the coronavirus How Closely Following C19 News (%) Base: Total U.S. (500) DO MARKET RESEARCHERS WANT TO BE TRUSTED? Probably the latter. But for some reason, we in market research (MR) seem to be satisfied with this same low level of positive CX among the many millions of respondents we engage each year. According to the latest GRBN Global Trust Survey (free access), just 40% say they find the research they participate in to be enjoyable.RESEARCH OVERVIEW
PEOPLE ARE SETTLING IN FOR THE LONG HAUL. FROM DATA TO MEANING ® THEY’RE REALIZING THIS WILL GO ON LONGER THAN EXPECTED. 71% say allof U.S. should be
C19 IMPACT ON…
Online survey fielded biweekly in the U.S. (see next page for details) Survey focus on Coronavirus 19 (C19) attitudes and self-reported behavior changes related to C19 DESIGN THINKING: A PATH TO INNOVATIVE SOLUTIONS At its core, Design Thinking is an iterative process. You create things, then step back to evaluate what you’ve made. You then take what you’ve learned to make new things or optimize the solutions you’ve uncovered. It’s a very powerful tool. And it can provide us with insights far more inventive and valuable than we’ve everimagined.
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WE TURN DATA INTO MEANING In a world awash in data, the challenge is to turn data into something meaningful, something that can be communicated simply and acted uponeffectively.
THROUGH MEANINGFUL MARKET RESEARCH SERVICES Everything we do is aimed at helping you move your ideas and insights through your organization to influence change. That means strategic thinking, flawless execution and superior storytelling. INFORMED BY 40 YEARS EXPERIENCE ACROSS CATEGORIES AND CULTURES We’ve conducted research in just about every category, in the U.S. and globally. We know what works and what doesn’t; when to leverage new technology and methods, and when traditional approaches are best. ALL DESIGNED TO MAKE YOU MORE INFLUENTIAL Everything we do is aimed at helping you move your ideas and insights through your organization to influence better business decisions. NO WONDER CLIENTS STAY WITH US We’re proud of our many long-term relationships: 25% of our clients have been working with us for more than 10 years. “RTI IS A TRUE PARTNER, ADVISING AND GUIDING OUR TEAM ON APPROPRIATE METHODOLOGIES, ADAPTING APPROACHES TO CHANGING TIMELINES AND BUDGETS. THE TEAM IS PERSONABLE, AND VERY, VERY RESPONSIVE.” Sr. Manager, Market Research, Pharmaceutical “WORKING WITH RTI WAS WONDERFUL … PROACTIVE IN ANTICIPATING POTENTIAL ISSUES, PROVIDING SOLUTIONS AND MAKING SURE EVERYONE WAS ALIGNED BEFORE MOVING FORWARD.” Sr. Manager, Consumer Insights, Food & Beverage “RTI IS A TRUSTED AND VALUED BUSINESS PARTNER. THE RTI TEAM CONSISTENTLY ADDS VALUE TO THE RESEARCH PROCESS, AND MORE IMPORTANT, TO THE INTERPRETATION AND ANALYSIS OF DATA. THEIR WORK IS CONSISTENTLY HIGH QUALITY AND THEIR PERSPECTIVES FRESH AND UNIQUE.” Director, Consumer Insights, CPG “A SPECIAL SHOUT OUT FOR BRINGING SUCH VALUE TO THE STUDY – THE SPEED AND DEPTH OF ANALYSIS HAS MADE SUCH AN IMPACT ON THE TEAM IN TERMS OF PRICING, PACKAGE DESIGN AND GO-TO-MARKET STRATEGIES.” Sr. Manager, Global Marketplace Insights, Multinational FinancialServices Corp.
“THANK YOU FOR A GREAT JOB AND CONSIDERABLE DEVOTION TO OUR BUSINESS. IT’S RARE TO HAVE A TOTAL TEAM EFFORT WITH SUCH ACCOMPLISHED INDIVIDUALS AS YOURSELVES. YOU SHOULD BE PROUD.” Group Manager, Marketing Research, CPG ManufacturerPreviousNext
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FINDING MEANING IN THE RAGING RIVER OF DATA If you haven’t read, or revisited, Amusing Ourselves to Death, Neal Postman’s 1985 classic, we suggest you check it out. At just 184 pages, this brief analysis is as powerful today as it was 35 years ago. And it’s relevant to our work as market researchers. Thebook...
SPOILER ALERT: VIDEO IS NOT A A VISUAL MEDIUM We had a great time at CRC in October. We drew a large crowd and enjoyed an enthusiastic response to our talk on the structure of stories. And we got the chance to see what our fellow exhibitors were presenting as the future of market research. Not surprisingly, a...
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