--- title: Kantar's Profiles Blog | Marketing Research (2) description: Marketing Research | Kantar's profiles offer leverages innovation and leading edge technology to provide customer solutions. Our success combines local market knowledge with global expertise. The Kantar's Profiles blog platform provides weekly insights into industry trends and issues. (2) --- - - - - [mailto:info@gmi-mr.com](mailto:info@gmi-mr.com) [![Kantar-Logo-Small-Use-Black](https://info-profiles.kantar.com/hs-fs/hubfs/logos/Kantar-Logo-Small-Use-Black.png?width=119&name=Kantar-Logo-Small-Use-Black.png)](http://www.lightspeedresearch.com) - [Home](http://www.lightspeedresearch.com/) - [Sample Audiences](http://www.lightspeedresearch.com/sample-audiences/) - [Quality Suite](http://www.lightspeedresearch.com/sample-audiences/quality-suite/) - [Panel Profiling](http://www.lightspeedresearch.com/sample-audiences/panel-profiling/) - [B2B Panels](http://www.lightspeedresearch.com/sample-audiences/business-to-business-panels/) - [Custom Panels](http://www.lightspeedresearch.com/sample-audiences/custom-panels/) - [Millennial Panel](http://www.lightspeedresearch.com/sample-audiences/vice-voices/) - [Research Solutions](http://www.lightspeedresearch.com/research-solutions/) - [Quick Turn Surveys](http://www.lightspeedresearch.com/research-solutions/lightspeed-quick-turn-surveys/) - [Survey Design](http://www.lightspeedresearch.com/research-solutions/survey-design/) - [Tracking Research Design](http://www.lightspeedresearch.com/research-solutions/tracking-research-design/) - [Integrated Technology Solutions](http://www.lightspeedresearch.com/research-solutions/integrated-technology-solutions/) - [Data Processing](http://www.lightspeedresearch.com/research-solutions/data-processing/) - [Ad Tracker](http://www.lightspeedresearch.com/research-solutions/ad-tracker/) - [Survey Programming](http://www.lightspeedresearch.com/research-solutions/ad-tracker/) - [Sample Only Services](http://www.lightspeedresearch.com/research-solutions/sample-only-services/) - [Data Services](http://www.lightspeedresearch.com/data-services) - [Data Appends](http://www.lightspeedresearch.com/data-services/data-appends/) - [Mobile](http://www.lightspeedresearch.com/mobile/) - [Mobile Solutions](http://http://www.lightspeedresearch.com/mobile/) - [Resource Center](http://www.lightspeedresearch.com/resource-center/) - [Events](http://www.lightspeedresearch.com/resource-center/events/) - [Demos](http://www.lightspeedresearch.com/resource-center/demos/) - [Case Studies](http://www.lightspeedresearch.com/resource-center/case-studies/) - [Blog](https://blog.lightspeedresearch.com/) - [General Inquiries](http://www.lightspeedresearch.com/contact-us/general-inquiries/) - [About Us](http://www.lightspeedresearch.com/about-us/) - [Leadership Team](http://www.lightspeedresearch.com/about-us/leadership-team/) - [Press Releases](http://www.lightspeedresearch.com/about-us/news-press-releases/) - [Why Lightspeed](http://www.lightspeedresearch.com/about-us/why-lightspeed/) - [Careers](http://www.lightspeedresearch.com/about-us/careers/) - [Regions](http://www.lightspeedresearch.com/about-us/regions/) - [Awards](http://www.lightspeedresearch.com/awards/) - [Contact Us](http://www.lightspeedresearch.com/contact-us/) # Kantar's Profiles Blog ## [Millennials Evolve, Why Isn’t Marketing Research?](https://info-profiles.kantar.com/millennials-evolve-why-isnt-marketing-research) Posted by [Susan Frede](https://info-profiles.kantar.com/author/susan-frede) on Feb 13, 2017 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/i24tggbc9ge-jakub-gorajek.jpg)](https://info-profiles.kantar.com/millennials-evolve-why-isnt-marketing-research) According to a report released by the [Boston Consulting Group](https://www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/?redirectUrl=%2fcontent%2farticles%2fmarketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever%2f%3fchapter%3d2&login=true), millennials will outnumber baby boomers 78 million to 56 million by 2030, and they are starting to form brand and shopping preferences that will likely stick with them for a lifetime. Marketers have to evolve and be much more interactive to attract and retain millennial consumers. Gone are the days of commercials and print media ads; millennials drive and demand a two-way, reciprocal marketing approach.  Brands of all sizes try to connect with millennials to understand what drives their attitudes and behaviors, but unfortunately millennial voices are often underrepresented within typical marketing research forums. [Read More](https://info-profiles.kantar.com/millennials-evolve-why-isnt-marketing-research) 1 Comment [Click here to read/write comments](https://info-profiles.kantar.com/millennials-evolve-why-isnt-marketing-research#comments-listing) Topics: [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research), [Millennials](https://info-profiles.kantar.com/topic/millennials), [marketing research trends](https://info-profiles.kantar.com/topic/marketing-research-trends) ## [AU Open: Tennis Sticks with Tradition for Viewer Media Consumption ](https://info-profiles.kantar.com/au-open-tennis-sticks-with-tradition-for-viewer-media-consumption) Posted by [Becki Southern](https://info-profiles.kantar.com/author/becki-southern) on Jan 25, 2017 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/Image2.jpg)](https://info-profiles.kantar.com/au-open-tennis-sticks-with-tradition-for-viewer-media-consumption) It’s that time of year again when we remember how good the game of tennis is and tune in to watch fast, and sometimes, nerve-wracking play at the Australian Open. Being British, my affiliation with Wimbledon and the tradition of the sport is high. When we ran a study (N=403, Nat Rep) around the ways in which Australians are consuming the 2017 Australian Open, I was still surprised at the seemingly traditional approach viewers have for this competition too. [Read More](https://info-profiles.kantar.com/au-open-tennis-sticks-with-tradition-for-viewer-media-consumption) 0 Comments [Click here to read/write comments](https://info-profiles.kantar.com/au-open-tennis-sticks-with-tradition-for-viewer-media-consumption#comments-listing) Topics: [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research) ## [Thoughts from a Marketer in Market Research](https://info-profiles.kantar.com/thoughts-from-a-marketer-in-market-research) Posted by [Becki Southern](https://info-profiles.kantar.com/author/becki-southern) on Jan 17, 2017 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/photo-1452690700222-8a2a1a109f4c.jpg)](https://info-profiles.kantar.com/thoughts-from-a-marketer-in-market-research) The role of marketers in today’s global, complex organizations is changing. Adapting to technology platforms, expanding client needs and diversified user preferences can pull marketers to alter, modify and adjust directions with regular occurrence. From relationship marketing to automation, marketers need to look beyond the usual brand channels to reach their audiences effectively. Today, [22% of the world’s total population](https://www.statista.com/statistics/241552/share-of-global-population-using-facebook-by-region/) uses Facebook and [LinkedIn boasts more than 450 million user profiles](https://blog.linkedin.com/2016/09/22/accelerating-LinkedIn-vision), but moreover, almost 80% of time spent on social media platforms happens [on mobile](http://marketingland.com/facebook-usage-accounts-1-5-minutes-spent-mobile-171561). Marketers need to be able and willing to track the changing behaviours and demographics to optimise opportunities with their audiences. As we start a new year, I, as a marketer working in market research, took a look at some of the marketing trends that will likely influence the requirements of our industry over the next 12 months. [Read More](https://info-profiles.kantar.com/thoughts-from-a-marketer-in-market-research) 0 Comments [Click here to read/write comments](https://info-profiles.kantar.com/thoughts-from-a-marketer-in-market-research#comments-listing) Topics: [Data Driven Marketing](https://info-profiles.kantar.com/topic/data-driven-marketing), [Market Research Trends](https://info-profiles.kantar.com/topic/market-research-trends), [Digital Data Collection](https://info-profiles.kantar.com/topic/digital-data-collection), [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research) ## [THE WORLD IS GOING MOBILE: HERE'S WHAT IT MEANS](https://info-profiles.kantar.com/the-world-is-going-mobile-heres-what-it-means) Posted by [David Shanker](https://info-profiles.kantar.com/author/david-shanker) on Jan 10, 2017 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/Blog_DavidShanker_MobileStat.jpg)](https://info-profiles.kantar.com/the-world-is-going-mobile-heres-what-it-means) It’s been said for years that now is the time for mobile research, but we never seem to make the progress we want or need to make. But, now is really the time for mobile in market research. Why? Because we need to communicate with consumers/panelists in the way that they communicate, and the best way to accomplish this is by going mobile. [Read More](https://info-profiles.kantar.com/the-world-is-going-mobile-heres-what-it-means) 0 Comments [Click here to read/write comments](https://info-profiles.kantar.com/the-world-is-going-mobile-heres-what-it-means#comments-listing) Topics: [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research), [mobile marketing research](https://info-profiles.kantar.com/topic/mobile-marketing-research) ## [FIVE MARKETING RESEARCH PREDICTIONS FOR 2017](https://info-profiles.kantar.com/five-marketing-research-predictions-for-2017) Posted by [Martin Filz](https://info-profiles.kantar.com/author/martin-filz) on Jan 3, 2017 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/34915463.jpg)](https://info-profiles.kantar.com/five-marketing-research-predictions-for-2017) 2016 marked an amazing year; I had the pleasure of meeting, re-connecting and working across many different countries and cultures. My experience revealed that having local market knowledge facilitates greater business-wide alignment on key goals. From Singapore to India; Australia to Hong Kong, each location showcased a distinctive, colourful culture. However, even through all this uniqueness, I encountered a common need: a deeper understanding of consumers. One can see why local brands are so successful in many cases, while global brands are constantly challenged in gaining significant market share. [Read More](https://info-profiles.kantar.com/five-marketing-research-predictions-for-2017) 0 Comments [Click here to read/write comments](https://info-profiles.kantar.com/five-marketing-research-predictions-for-2017#comments-listing) Topics: [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research), [Marketing Research Data](https://info-profiles.kantar.com/topic/marketing-research-data), [mobile first](https://info-profiles.kantar.com/topic/mobile-first) ## [VIDEO AS A DATA SOURCE](https://info-profiles.kantar.com/video-as-a-data-source) Posted by [Frank Kelly](https://info-profiles.kantar.com/author/frank-kelly) on Dec 12, 2016 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/Picture1.jpg)](https://info-profiles.kantar.com/video-as-a-data-source) Video is gaining as a way to communicate and consume media and now, we will see increased usage of video in research. The qualitative and quantitative worlds are coming much closer together, within five years the differentiation will no longer be meaningful. New tools to manage video content will enable video processing much like other data types; open ended questions will gain importance as a way to glean insights from respondents.  [Read More](https://info-profiles.kantar.com/video-as-a-data-source) 1 Comment [Click here to read/write comments](https://info-profiles.kantar.com/video-as-a-data-source#comments-listing) Topics: [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research), [Video](https://info-profiles.kantar.com/topic/video), [qualitative research](https://info-profiles.kantar.com/topic/qualitative-research), [quant vs. qual](https://info-profiles.kantar.com/topic/quant-vs-qual) ## [Enriching insights with technology](https://info-profiles.kantar.com/enriching-insights-with-technology) Posted by [Young Ham](https://info-profiles.kantar.com/author/young-ham) on Nov 30, 2016 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/Image6.png)](https://info-profiles.kantar.com/enriching-insights-with-technology) Technology is now part of our everyday lives- in how we communicate with friends, family, colleagues, how we function in all facets. But how can we leverage technology to gain deeper insights and benefit users of market research? [Read More](https://info-profiles.kantar.com/enriching-insights-with-technology) 1 Comment [Click here to read/write comments](https://info-profiles.kantar.com/enriching-insights-with-technology#comments-listing) Topics: [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research), [Video](https://info-profiles.kantar.com/topic/video), [social listening](https://info-profiles.kantar.com/topic/social-listening), [mobile surveys](https://info-profiles.kantar.com/topic/mobile-surveys), [facial coding](https://info-profiles.kantar.com/topic/facial-coding) ## [Appropriate Design and Evaluation of a Weighting Scheme](https://info-profiles.kantar.com/evaluating-the-weight-scheme) Posted by [Kantar](https://info-profiles.kantar.com/author/kantar) on Nov 1, 2016 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/photo-1447678523326-1360892abab8.jpg)](https://info-profiles.kantar.com/evaluating-the-weight-scheme) In [Debunking Weighting Misperceptions](https://blog.lightspeedresearch.com/debunking-weighting-misconceptions), our first post in the weighting data mini-series, we reviewed the benefits of weighting and debunked misconceptions. Now, we review how to appropriately weight and evaluate the weighting scheme. [Read More](https://info-profiles.kantar.com/evaluating-the-weight-scheme) 0 Comments [Click here to read/write comments](https://info-profiles.kantar.com/evaluating-the-weight-scheme#comments-listing) Topics: [Data Driven Marketing](https://info-profiles.kantar.com/topic/data-driven-marketing), [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research), [weighting data](https://info-profiles.kantar.com/topic/weighting-data) ## [DEBUNKING WEIGHTING MISCONCEPTIONS](https://info-profiles.kantar.com/debunking-weighting-misconceptions) Posted by [Kantar](https://info-profiles.kantar.com/author/kantar) on Oct 27, 2016 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/unsplash_524e281add2d1_1.jpg)](https://info-profiles.kantar.com/debunking-weighting-misconceptions) With the presidential election in the United States in full swing there has been a lot of talk about the validity of political polls. This includes discussion on how to appropriately weight data. In this mini-series, we unlock the truths behind these weighting myths and misconceptions. [Read More](https://info-profiles.kantar.com/debunking-weighting-misconceptions) 0 Comments [Click here to read/write comments](https://info-profiles.kantar.com/debunking-weighting-misconceptions#comments-listing) Topics: [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research), [Marketing Research Data](https://info-profiles.kantar.com/topic/marketing-research-data), [weighting data](https://info-profiles.kantar.com/topic/weighting-data) ## [Six Tips Marketing Researchers Can Learn from Social Media](https://info-profiles.kantar.com/six-tips-marketing-researchers-can-learn-from-social-media) Posted by [Laura Jasinski](https://info-profiles.kantar.com/author/laura-jasinski) on Sep 22, 2016 - [Tweet](https://twitter.com/share) [![](https://info-profiles.kantar.com/hubfs/photo-1456515003192-808f8e9ca393_1.jpg)](https://info-profiles.kantar.com/six-tips-marketing-researchers-can-learn-from-social-media) Social media has caused a massive shift in the way people communicate, interact and share experiences and personal interests. Consumers are always on, always connected. Consumers build unique online relationships; they are connected to brands, athletes, teams, family, friends and co-workers on multiple channels. Sharing everything from political views to favorite products, social media users are leaking valuable information and insights for researchers to take advantage of. [Read More](https://info-profiles.kantar.com/six-tips-marketing-researchers-can-learn-from-social-media) 2 Comments [Click here to read/write comments](https://info-profiles.kantar.com/six-tips-marketing-researchers-can-learn-from-social-media#comments-listing) Topics: [Social Media](https://info-profiles.kantar.com/topic/social-media), [Marketing Research](https://info-profiles.kantar.com/topic/marketing-research) [Previous](https://info-profiles.kantar.com/topic/marketing-research/page/1) [All posts](https://info-profiles.kantar.com/all) [Next](https://info-profiles.kantar.com/topic/marketing-research/page/3) ### Subscribe to Email Updates ### Recent Posts ### Posts by Topic - [Marketing Research (46)](https://info-profiles.kantar.com/topic/marketing-research) - [Market Research (28)](https://info-profiles.kantar.com/topic/market-research) - [Marketing Research Data (28)](https://info-profiles.kantar.com/topic/marketing-research-data) - [modern surveys (27)](https://info-profiles.kantar.com/topic/modern-surveys) - 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