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At buzzback, we partner with brands and companies to unlock deeper and richer consumer insights that drive confident, smart decision-making. Our goal is to empower brands to create better customer experiences that increase brand loyalty, ultimately leading to improved business outcomes.&nbsp; We’re all about getting to the heart of human insights. We don’t just want to know what choices consumers make but the emotions, values, thoughts and motivations behind those choices to help: Empathize&nbsp;- understand consumer’s authentic experiences Rethink&nbsp;- tackle complex questions with curiosity and new perspectives Maximize&nbsp;- proven processes to increase clarity and confidence Our team of passionate researchers are the humans behind every step of our process, using a blend of qualitative and quantitative methods, the latest technology, and creative tools to uncover the deeper truths behind the numbers. We offer expertise in Foundational Understanding, Inspiration &amp; Co-Creation, Concept &amp; Product Development, Positioning, Brand Equity, Extendibility &amp; Portfolio Optimization, Naming, Claims, Packaging &amp; Messaging and more. Buzzback is a global innovation and research partner and a certified diversity supplier providing insights for the past 25 years.

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At buzzback, we partner with brands and companies to unlock deeper and richer consumer insights that drive confident, smart decision-making.

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Qualitative Market Research Services

Looking back at 2000 I smile when I remember most major global clients didn’t even have internet connections at their desks. So, I was perhaps a bit over-enthusiastic to set up a business using technology to help companies get closer to their customers. It took time to convince clients our data was truly robust and representative. It was a slow build &#8211; but now I feel confident in claiming us as experts in consumer innovation.
Hindsight is a wonderful thing, but what of foresight? The only thing we can all foresee is major sea-changes and innovations taking place in insights. And some of these will totally change the way we work and the way we connect to consumers going forward.
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<h2>Here are my top five:</h2>
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<h4>Technology as a way to surface emotions</h4>
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It seems counterintuitive, but as technology progresses, what is really changing our sector is how we use it. The interaction between technology and understanding emotions is going to become more and more important. Whether that’s neuro, implicit or super-fast Tinder-style techniques, it’s not really about the tool anymore, but the integration of digital to bring to life consumer understanding. We like to talk about technology as the enabler for insights – affording us new ways to elicit consumer expression and new ways to report and activate. This will only get bigger and better.
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<h4>Implementing the real definition of agile</h4>
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In the last few years agile has become the operative word for all sectors – What? Another agile RFI? But it is often misused and misunderstood.
People think agile means fast and cheap. But it is not about cost. The true meaning of agile in the Google sense is bringing your consumer into the development cycle earlier – and rapidly iterating and optimizing based on their input and involvement with your stakeholders. It means being selective in choosing the best options, and accepting failure, in order to improve.
We are already seeing general shifts to test and learn &#8211; and implementing the real definition of agile. In the future I see this becoming the only option for innovation.
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<h4>Test and Learn</h4>
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Let’s face it, stage-gates are dead. Your innovation process needs to reflect the true customer journey, because the customer path to purchase ceased to be linear the minute the internet started. We need to navigate the multiple complexities of consumers’ lives and their myriad of choices. So, when you combine agile with Test+Learn, you are better able to collect multiple small data points across this journey. It means investing less but potentially killing off more ideas to minimize risk.
Innovation and insights processes need to have this common goal &#8211; this is where the majority of our global clients are focusing now.
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<h4>Going deeper to understand why</h4>
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Because of the impact of behavioral economics, understanding emotional drivers at a deeper level is what many marketers focus on today. This is becoming more and more predominant in all industries, whether it’s CPG or Big Health with patients &amp; HCPs. Big data is real and it has given us the what. But it doesn’t always reveal the why. The true value of insight is in understanding underlying motivations, so this intersection of emotions with big data is where the future lies.
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<h4>Anytime and anywhere: the importance of flexibility</h4>
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There are many ways to interpret Flexibility, but for us at buzzback flexibility means supporting our team to work anywhere any time. We’ve been ‘walking the talk’ as I say for 20+ years. Indeed, we have worked hard to build a culture that encourages individual responsibility, combined with collective creativity and innovation. The pandemic has, of course, incredibly accelerated this process and now we see our clients and their customers grappling with the same. Virtual and digital are now more than ever part of our lives and the lives of the consumers we research, shaping new behavior and trends. From e-commerce (growing 50-60% in many markets), to telehealth, (also growing exponentially), office team huddles, and personal connections. We’re now used to talking through screens. Zoom, Teams, Hangout, there’s a new tool every day for us to meet in completely new ways. Even my parents in their 80s are Zooming with family.
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It is clear that the future will bring new ways of connecting that will put flexible technology at the centre of all communications – both for doing research and for how we work and live. It’s just not completely clear what that will look like. Perhaps the only thing that can truly be predicted is a faster acceleration of change for the next 20 years. I’m excited to see what comes true, and even more excited for what I can’t predict.
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Photo by <a href="https://www.pexels.com/@rodolfoclix?utm_content=attributionCopyText&amp;utm_medium=referral&amp;utm_source=pexels">Rodolfo Clix</a> from <a href="https://www.pexels.com/photo/five-bulb-lights-1036936/?utm_content=attributionCopyText&amp;utm_medium=referral&amp;utm_source=pexels">Pexels</a>

The 5 Changes Accelerating Market Research Innovation

Editor’s Note: This post is a preview of the Forces of Change research that will be presented at <a class="c-link" href="https://www.greenbook.org/events" target="_blank" rel="noopener noreferrer" data-sk="tooltip_parent" aria-describedby="sk-tooltip-755e794f-868a-4710-855f-d64e9a730aa6">IIEX Forward</a>, an online event curated to give you the tools you need to successfully navigate COVID-19 and digital transformation. The Forces of Change report is now <a style="background-color: #ffffff;" href="https://www.greenbook.org/for-suppliers" target="_blank" rel="noopener noreferrer">available for download here</a>.
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The COVID-19 crisis has dealt a blow to the majority of industries and many aspects of people’s lives. But what of longer-term impact? At Buzzback we decided to dig deep and understand those emotions and behaviors that will continue even after the end of the pandemic.
The healthcare industry stands out as one of the most heavily impacted of all. The challenge of isolation has significant repercussions on people’s lifestyles, with an increase in issues around mental health and weight gain. According to our weekly <a href="http://info.buzzback.com/en/life-in-the-age-of-covid-w7">COVID-19 Tracker</a> in the UK and the US, about half of the participants claim their mental health is suffering and 56% say their mood has worsened. However, despite these issues, we’ve also observed a decrease in people asking for professional help. Only one third are visiting professionals for mental health reasons and only two in five are going to the doctor for medical issues. 
<h3>Shifting the Doctor Visit to Online?</h3>
This shift is due to people’s increasing concerns around in-person sessions and visits with medical professionals. For instance, in the UK, <a href="https://buzzback.com/infographics/digital-health-in-the-age-of-corona/">over 50% are worried about going to the doctor’s office</a> for fear of catching the virus; there’s also the perception of not being able to access healthcare professionals or medication easily. Respondents pointed out their concerns around long waiting lists and scarce availability of nurses and specialists who are understandably being transferred to critical care. On top of this, many clinics are closed, leaving patients with a sense of abandonment that online health services don’t quite relieve. 
However, even with the onset of telehealth services, only about one in three are converting medical appointments to virtual or telehealth ones. While minimizing travel and being able to talk to their doctor in the privacy of their homes is attractive, technical challenges with video and feelings of the conversation being less personal remain barriers.
<h3>More Cleaning Than Ever</h3>
This increase in worry is also driving increases in purchases for personal protection. As one respondent said; “I feel like there is a constant worry about cleaning everything because of this virus.” As a result, hand sanitizer and disinfectant rise to the top of shopping lists. In the US, 50% are buying disinfectant and 32% medical supplies. And in both markets,<a href="http://info.buzzback.com/en/life-in-the-age-of-covid"> about half are disinfecting all items that enter the home.</a>  
On the positive side, our lifestyles have seen a shift towards a healthier way of living. We are eating more healthily and staying more active; we’ve seen an increase in buying home fitness equipment, particularly in the UK.
<h3>What’s Next?</h3>
Understanding the transformation of patients’ lives and how it consequently shapes the industry is paramount for brands. Healthcare companies need to grasp these challenges and turn them into opportunities to better connect with their audiences and remain relevant. These times can be confusing not only for consumers but also for brands. It seems as if although we’re standing still, locked in our houses, our lives, behaviors, and surroundings are changing fast. Organizations need to adapt and follow those new paths consumers are creating, they need to face the hurdles they might find along the way and ultimately establish and empathize with their customers throughout the journey. 
Our research shows how brands can leverage this changing environment if they identify the right opportunities. In our study, we’ve highlighted some key elements that can help healthcare organizations to achieve this goal, all of which are based on real consumers’ insights. These findings are aimed at guiding brands through this challenging time, answering questions such as how to keep communicating effectively with their audience and how to better connect with them.

Keeping Safe: The Long-Term Implications of COVID-19 for Healthcare Companies

<h3>CHALLENGE</h3>
Ricola has traditionally been known for its all-natural cough suppressants, made with Swiss herbs. You probably can hear the Swiss alp horns and chant Riiiiccccooollla when you think of the brand. Dual Action created an opportunity for a new cough drop – one that relieves both cough and sore throat. With just weeks until launch, Ricola needed to quickly discern reactions to this new liquid-center product, especially how to talk about it in a way relevant to consumers. Using BuzzBack’s engaging and interactive techniques, the team explored a new concept via both a concept exploratory study, followed by an in-home use test. This two-part approach helped insure the new product’s success in market.
<h3>SOLUTION</h3>
Phase 1 – Concept Optimization
BuzzBack’s unique approach combined traditional key metrics with interactive concept optimization techniques. The Ricola team had limited time, so the research needed to yield quantitative reactions and necessary diagnostics and in-depth learning to optimize the idea – both in a single step.
Key measures provided the foundation the team needed to assess concept success, but importantly projective and enabling techniques, such as Thought Bubble and Concept Focus revealed language critical to market positioning and communications. In particular, these techniques helped identify and articulate the consumer need – what a cough/cold sufferer desired in a cough drop in terms of features and benefits. Using a visual scenario to elicit language, consumers described specific symptom relief, along with pleasant taste, identifying ways the Ricola team could position the product. Concept Focus uncovered specific elements that resonated, including both visual and verbal cues and why.
Phase 2 – In-Home Use Test
Because the Dual Action product departed from Ricola’s heritage herb positioning with a new formulation – menthol liquid filling &#8211; the team followed concept evaluation with an in-home use study. This step was designed to confirm concept accepters (and in fact cold sufferers) had a product experience that aligned with their reactions to the idea. They used Dual Action to treat their cold/sore throat for 2-3 days, providing feedback on taste, flavor and importantly, efficacy.
<h3>OUTCOME</h3>
The Dual Action concept proved to be a solid performer, and product trial further reinforced flavor appeal and efficacy – 2 factors critical to market launch. In just 30 days, <a href="https://www.greenbook.org/company/buzzback-2024">BuzzBack</a> helped the team get the idea right, with clarity on how to articulate it. BuzzBack’s interactive projective techniques elicited language and copy later used in market introduction.
The result for Ricola was an accelerated time to market leading to one of the company’s most successful product launches. Since the introduction of Dual Action Cherry Menthol, Ricola’s also added Dual Action Honey Lemon and other new products and formulas with added benefits to its line. BuzzBack continues to help the team further innovate its Riiiiicccccoooola brand.
Visit Buzzback at <a href="http://www.buzzback.com/">www.buzzback.com</a>.

How Ricola Accelerated Concept Development for Successful Product Launch

Trust is indispensable to brands. It takes years to build, but seconds to lose. Regaining trust once it’s lost is difficult, especially given that the internet never forgets.
Today’s economy is moving away from products and towards relationships and services, which are founded on trust.
But trust of what? Whom? In our most recent webinar, buzzback’s Martin Oxley (Managing Director, Europe) presented our findings on trust in the US, UK, and China; discussed what it means for consumers, how a brand can get it right, and how to manage it. Martin was joined by Omar Mahmoud (UNICEF, P&amp;G) and Vicky Nef (Logitech, P&amp;G), two insight professionals with decades of consumer insights experience.
<h2>When, and for whom, is trust important?</h2>
Trust is pivotal for consumers. We rely on the products that make up our daily experiences; we trust our alarm clocks to go off, our food to be safe to eat, our coffee machines to work, and our cars to safely get us to where we need to go.

 <div class="post-related-post">
 <h3>Related</h3>
 <h4><a href="https://www.greenbook.org/insights/behavioral-insights-academy/the-psychology-of-trust-how-to-build-trust-and-credibility-with-your-audience-using-psychology">The Psychology of Trust: How to Build Trust and Credibility with Your Audience Using Psychology</a></h4>
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Seven in 10 consumers in the US and UK, and 90% of consumers in China, indicated that trust is an extremely important factor in their purchase decisions. Trust is also essential to consumer retention. In the US alone, 69% of consumers switch to a different brand once trust has been broken.
Vicky discussed how insights helped pinpoint that one driving factor of <a href="https://www.greenbook.org/insights/insights/consumer-listening-the-next-digital-insights-frontier">trust is the ratings of a product</a> on websites such as Amazon. Trust is also pivotal to the non-profit sector. Research Omar conducted for UNICEF showed that trust is a crucial factor in a donor’s decision-making process across countries.
<h2>The hunter-gatherer in a digital age</h2>
The importance of trust is a lesson in evolutionary psychology. As a species, we are 300,000 years old and have had the same brain the whole time. Only in the last 10,000 years have humans settled in agricultural societies. The evolutionary need for direct contact is reflected in the desire to forge personal connections. The basis for human communication – and connection – is through imagery, body language, and facial expressions.
Images can betray the truth when there is a discrepancy between appearance and speech, hence the adage “actions speak louder than words.” Additionally, we are naturally risk averse. When given a reason to not trust something or someone, it is hard to change this belief. Understanding the consumer as a hunter-gatherer living in the technological world where we cannot physically convey our trust with gestures such as shaking hands explains why trust is crucial for brands.
As work and commerce have shifted from in-person to online, the importance of trust in consumer brand relationships has been heightened. Without the security afforded when shopping in person, trust is required when purchasing goods and services online. As Vicky noted, commerce at a distance means that we, as consumers, are looking for a genuine connection and trust that things are the way they are made out to be. This is why eBay, for example, has a strong focus on fakes and a dedicated safety center for counterfeit items.
<h2>What goes into trust?</h2>
We know why trust matters, but what does trust actually mean? Trust is something that is built over time and is constantly forward-looking. Consumers value reliability in brands – knowing that future purchases and support will deliver what is expected.
Trust is inherently emotional and cannot be fully understood through data – it transcends pure rationality. For example, Nike, which our research found to be a top trusted brand across the US, UK, and China, appeals to human emotions with its slogan “Just do it.” Building trust with consumers is a multi-dimensional effort and not always overt.
While the drivers of trust varied across markets, two things stood out. First, the performance of a brand matters. Across the three surveyed markets, 85-90% of consumers indicated that the quality and value of products are crucial factors in trusting a brand. This occurs when the quality of the products and services are delivered as, or better, than expected. Amazon is a brand that succeeds in this. They promise a quick delivery time and low prices. Additionally, they quickly rectify any issues. Second, the integrity, or character, of the brand is paramount. Brand transparency is a critical factor, and consumers want to know they can trust the brand to do the right thing when they are not being watched.
Transparency also includes concern for how employees are treated, how funds are used, and where products and components are sourced. In the US and UK alone, initiatives on employee benefits and treatments strongly impact brand trust for 75-80% of respondents. The latter is not easy to ensure, as the brand cannot account for every element of a product.
However, honesty on the part of the brand can make up for this, as people are more willing to cut slack if brands acknowledge their faults upfront. Environmental, and social initiatives were essential for 60% of US and UK consumers, and they were impactful for 87% of Chinese respondents. We anticipate that this will become even more important in the years to come with an increasing concern for sustainability.
<h2>What’s next?</h2>
While our research and discussion unveil the importance of trust for brands, it is just the ‘tip of the iceberg.’ There is no one-size-fits-all approach to successfully gaining and maintaining trust with consumers. Not only do values differ between markets and sectors, but each brand has its own history and unique consumer perception.
<a href="https://www.greenbook.org/insights/tags/consumer-insights">Consumer insights</a> are indispensable in helping brands understand their consumer and brand perception, and tailor their approach to building trust. While the digital age is altering marketplace interactions, our natural drives and desires stay the same. We are, after all, living in a Digital World with a Stone Age Brain.

Trust: Living in a Digital World with a Stone Age Brain

At buzzback, we partner with brands and companies to unlock deeper and richer
consumer insights that drive confident, smart decision-making. New York, New York, United States of America.

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