NYS Fair – Ending the Summer on a Great Note

The following post was written by Maggy Stewart, Graphic Designer and Marketing Coordinator at RMS.

According to a recent poll of Central New Yorkers conducted by Research & Marketing Strategies, Inc. using the RMS ViewPoint panel, 62 percent of survey respondents plan to go to the State Fair one or two times this year. With 98 percent of Central New York respondents having been to the fair before, 77 percent typically purchase their tickets in advance. Although 40 percent are unsure of the dates they plan to attend the Fair, the most popular date visitors plan to attend is on Labor Day, also known as the Summer Send Off “Dollar Day.” More details, as well as the full infographic can be found below.

“In Central New York, the end of summer means the beginning of the Great New York State Fair,” said Zach Shaw, RMS ViewPoint Panel Associate. “The State Fair is a longstanding tradition throughout the entire region and is a great topic for a CNY survey.” Respondents surveyed were asked about favorite Fair attractions, preferred foods and Midway rides and games, spending habits, concert options and more. “Central New York continues to reign as a top test market in the country, and many brands and new products are exhibited at this highly anticipated and well-attended annual event,” said Sandy Baker, RMS Senior Director of Business Development & Corporate Strategy.

Drawing hundreds of thousands with a surplus of food, fun and entertainment, the New York State Fair attracts crowds locally and across the region. Sixty-three percent of respondents travel less than 20 miles to get to the State Fair, while 15 percent travel 21-30 miles, eight percent travel 31-40 miles, six percent travel 41-50 miles, seven percent travel 51-100 miles and two percent travel more than 100 miles. Respondents typically go to the Fair with one other person, and the average amount of time spent at the fair is 6.8 hours.

While spending a decent amount of daylight hours at the Fairgrounds, attendees have developed their own personal lists of “must see (and taste)” attractions and foods while visiting. When asked to pick all of their favorite Fair attractions, 75 percent of respondents yet again identified the Chevy Court as their favorite, followed by the butter sculpture (73 percent), Center of Progress Building (69 percent), sand sculpture (68 percent), Taste NY (57 percent), Horticulture Building (54 percent), beer/wine tent (45 percent), International Building (45 percent), art and craft exhibitions (38 percent), Midways rides and games (37 percent), Science and Industry Building (31 percent), and Iroquois Indian Village (29 percent). When it came to the Midway attractions, the Ferris Wheel came in as the favorite ride with 22 percent of respondents’ votes. Bumper Cars and Tilt-A-Whirl both followed with 17 percent. Also on the Midway, the water squirt race was voted the favorite game by survey respondents with 35 percent.

It’s no secret one of the biggest attractions at the State Fair is the enormous list of favorite fare and food vendors. When asked which Fair foods were favorites of respondents, pizze frite fried dough came in at number one with 49 percent, followed by milk (48 percent), Gianelli sausage (43 percent), potatoes (41 percent), BBQ (41 percent), ice cream (35 percent), Blooming Onion (34 percent), gyro (34 percent), funnel cake (29 percent), roasted ear of corn (27 percent), deep fried treats (25 percent), and fries (21 percent). Visitors spend an average of $121.36 while at the Fair, and aside from food and drink, respondents said they typically buy household items, jewelry/clothes and lottery tickets.

When asked which musical acts respondents were most excited to see this year, Chicago was top pick with 44 percent. Florida Georgia Line came in second with 29 percent, followed by Daughtry (28 percent), Keith Urban (27 percent), Air Supply (26 percent), ZZ Top and Gregg Allman (26 percent), The Commodores (21 percent), Culture Club (19 percent), Toto (17 percent), Flo Rida (15 percent), and Three Days Grace (13 percent).

When asked to describe the New York State Fair in one word, respondents’ top answers were “fun,” “awesome,” “tradition,” “interesting,” “great” and “exciting.”

The RMS ViewPoint poll was conducted from August 3, 2016 to August 10, 2016. A total of 1417 surveys were completed. Respondents consisted of RMS ViewPoint Research Panel members, as well as the general community. All respondents reside in New York State. For more information on RMS ViewPoint, visit RMSViewPoint.com.

Research & Marketing Strategies (RMS) is a full service marketing and market research firm located in Baldwinsville, NY. RMS provides an array of research methodologies that result in actionable analytics and recommendations for the client to enhance decision making. RMS is also home to QualiSight, a premier focus group and interview research facility, and RMS ViewPoint, a leading consumer research panel in Central New York. Visit our website at RMSresults.com.

 

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Central New York Music Preferences

Summer’s here and the time is right: Central New Yorkers are ready to face the music, RMS ViewPoint Poll Shows. 

According to a recent poll of Central New Yorkers conducted by Research & Marketing Strategies, Inc. (RMS) ViewPoint, 83 percent of individuals plan to go to a concert this summer. Thirty percent of Central New York respondents are planning on attending at least two concerts this summer, 21 percent are preparing to go to three concerts, and nine percent are planning on attending eight or more concerts this year. The average respondent plans to spend $76 to $100 per concert, and will travel 21 to 50 miles for a concert this year. When it came to choosing the concert respondents were most excited about, the Dave Matthews Band concert at the Lakeview Amphitheater was the most anticipated by Central New Yorkers, followed by Keith Urban, Zac Brown Band, Journey and Hall & Oates.

“Everybody loves music, and that is especially true in Central New York,” said Zachary Shaw, RMS ViewPoint Panel Associate. “Not only are there are so many great music venues in the area, but there is such a wide variety of music that you’re able to experience as well.” Respondents surveyed were asked about favorite music genres, listening habits, preferences, venues, and concert spending behaviors. “Because CNY is a top test market in the country, media companies continue to test new programming and music services in this area,” said Sandy Baker, Senior Director of Corporate Strategy.

With the summer concert season officially underway, CNY residents spend lots of time prepping for upcoming shows. Thirty-nine percent listen to ten or more hours of music per week. Almost half (48 percent) listen to music the most while in their car, while 21 percent listen at home and at work. And it’s no secret that Central New Yorkers love their local radio: 62 percent typically listen to music through traditional AM/FM radio. Forty percent typically purchase their music and another 40 percent stream through Pandora. Twenty-seven percent listen to music with satellite radio, 23 percent listen through YouTube and 14 percent stream with Spotify.

When it comes to a favorite music genre, classic rock stole the show with 76 percent. The other top categories followed with rock at 67 percent, and close behind was pop at 64 percent, country at 48 percent, R&B/soul at 36 percent, and hip hop and rap at 32 percent. When asked if they could see anyone in concert, the top response was Adele. Beyoncé came in second, followed by “The Boss” Bruce Springsteen, Paul McCartney and Garth Brooks.

Central New York offers many live music venues, each with unique qualities that tend to draw locals depending upon their music preferences. According to respondents, the favorite local concert venue is the Chevy Court Pavilion at the Fairgrounds. The Lakeview Amphitheater came in second, followed by Turning Stone Resort and Casino as third favorite venue.

A detailed infographic depicting the full survey results is included below. If you would like to participate in upcoming RMS ViewPoint polls and surveys, please visit RMSViewPoint.com to sign up.

The RMS ViewPoint poll was conducted from May 25, 2016 to June 5, 2016. A total of 501 surveys were completed. Respondents consisted of RMS ViewPoint Research Panel members, as well as the general community. All respondents resided within the 6-county CNY area (Cayuga, Cortland, Madison, Oneida, Onondaga, Oswego). For more information on RMS ViewPoint, visit RMSViewPoint.com.

About RMS

Research & Marketing Strategies (RMS) is a full service marketing and market research firm located in Baldwinsville, NY. RMS provides an array of research methodologies that result in actionable analytics and recommendations for the client to enhance decision making. RMS is also home to QualiSight, a premier focus group and interview research facility, and RMS ViewPoint, a leading consumer research panel in Central New York. Visit our website at RMSresults.com. If you are interested in learning more about our research capabilities, please contact Sandy Baker, our Senior Director of Business Development & Corporate Strategy at SandyB@RMSresults.com or by calling 1-866-567-5422. Visit our website at www.RMSresults.com.

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RMS News: Too Many Surveys? Is There a Down-Side?

This blog post was written by our guest blogger Mark Dengler, President of Research & Marketing Strategies (RMS). It was featured in the April 2014 edition of the RMS Newsletter.

I was recently asked my thoughts about the burgeoning survey industry in today’s marketplace. My response was, “Too many? That depends.” The perception of excess surveying depends on the potential responder. Individuals, for example, who belong to research panels look forward to receiving surveys because they are rewarded for their efforts.

The down-side of being over-surveyed.

It is true there is a proliferation of surveys today but that is due in part to a strong corporate desire to make empirically based decisions using customer input. Businesses today are genuinely seeking feedback from consumers about their products and services.

Another aspect driving the large volume of surveys is the significant drop in the marginal cost of data collection (administrating surveys). With most Americans using email and mobile devices, survey administration is now conducted online, making the cost of receiving critical consumer feedback minimal.

I am not as much concerned about the amount of surveys, rather that the survey requests being generated are genuine and the results impact business operations. More survey requests mean that companies recognize the value of customer perceptions. This value when documented in a survey can only result in more tailored, quality-based products and services in the future. If you are considering a survey, make sure you have a professional coaching you through administering this worthwhile modality.

If you are interested in conducting a survey with RMS, a market research firm in Syracuse NY, contact our Business Development Director Sandy Baker at SandyB@RMSresults.com or by calling 1-866-567-5422.

 

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8 Client Expectations from a Market Research Firm

Each year Greenbook releases its GRIT Report which highlights key industry trends. It also provides relevant insight into the decision-making process when choosing a market research firm. Expectations can differ for a market research firm depending on whether you are working with a vendor on your first project or your 50th. However, some common expectation themes can be developed that span across all processes and tenures.

Companies are not looking for a vendor to execute a process, they are buying a market research consultant to guide them to #insights. #mrx

— George Kuhn (@gwkuhn3) February 20, 2014

It is always important to lay out project expectations during the market research kickoff meeting. Although listening is critical during the scoping and project design phase when writing a market research proposal, it is also critical during the kickoff. Companies are not looking for a market research vendor simply to execute a process, they are buying a market research consultant to teach and guide them to insights.

Today’s blog post lists 8 client expectations from a market research firm from the Winter 2014 GRIT Report from @Greenbook:

• Listens well and demonstrates understanding of the client needs.
• Demonstrates high quality analysis.
• Offers consultation on best practices and methodologies.
• Has knowledgeable staff who demonstrate industry knowledge.
• Offers unique methodology or approach to address client needs.
• Provides highest data quality within given methodologies.
• Content marketing pieces have value.
• Personal touch is critical, companies want to work with people.

We’ve covered a few other Winter 2014 GRIT Report topics previously on the blog here:

• What companies are looking for in a market research firm?
• 5 Key Criteria for Selecting a Market Research Firm

Research & Marketing Strategies (RMS) is a market research firm located in Syracuse, NY. If you are interested in contacting us to discuss a potential market research project (survey, focus group, other methodology) please contact our Director of Business Development Sandy Baker at SandyB@RMSresults.com or by calling 1-866-567-5422.

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5 Key Criteria for Selecting a Market Research Firm

The 2014 GRIT Report produced by Greenbook identified five key criteria for selecting a market research firm. These factors were recapped by the President of Research & Marketing Strategies (RMS), Mark Dengler, in our off-site company retreat last week. The Winter 2014 Grit Report is can be accessed here and is a comprehensive survey of the market research industry completed each year.

Call RMS at 1-866-567-5422

Here are the 5 key criteria for selecting a market research firm according to the 2014 GRIT Report with my takeaway on each factor:

• Timely Delivery and Financial Stability – turnaround time is critical and is often a barrier which prevents market research from happening because sometimes it can take too long. All organizations want to work with a market research supplier that can deliver insights in a relatively short amount of time and won’t close up shop half way through fieldwork because it can’t pay the electric bill (kind of obvious).

• Knowledge and Responsiveness – clients want to work with a research team that knows its business and can take the data and findings and apply it to recommendations to improve business. Responsiveness is also key and ties in nicely with timely delivery. Speed is essential.

• Quality Data Collection Techniques – not only does data need to be collected fast but it needs to be high quality. Quality control measures and management of telephone fieldwork is critical but it’s even more critical with online and panel studies when surveys are self-administered by respondents. Here are 5 data integrity checks for online surveys to handle your “daydreamers”, “impostors”, and “speeders”.

• Price and Access to Market – price is always on everyone’s list but can it be a competitive advantage? Interestingly, organizations with research budgets under $100,000 were more likely to rate price as being a more important factor than those with budgets over $100,000. Access to market is key when selecting a focus group facility to recruit participants in a nearby market. It is also important when choosing a panel  vendor which may have access to key targeted audiences (physicians, high-level decision-makers, etc.) that other firms do not.

• Experience and Consultative Skills – organizations hiring a market research firm want to know that the team they are working with has done this before. No organization wants its project to be the guinea pig for a methodology or for the first project for a new analyst. Consultative skills tie in with the research firm’s ability to listen to the client’s needs and then deliver on them.

Research & Marketing Strategies (RMS) is a market research firm in Syracuse NY. If you are interested in conducting a market research study with our team contact our Director of Business Development Sandy Baker at SandyB@RMSresults.com or by calling 1-866-567-5422.

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Budget Friendly Market Research | 4 Low Cost Options

Newbies to market research might assume, “I can’t afford it.” With continuous strain on budgets, market research is one of the most common components of a budget to be cut. Management often feels as though there are more important pieces of the business plan to spend money on and that market research can always wait until next year. But what management often fails to realize is that a little money spent in this year’s budget for market research may produce cost savings down the road.

So for those who are looking to do some market research but do not have large budgets, here are four options for budget friendly market research:

1) Quick Pulse Telephone Survey – What is a quick pulse survey? Quick pulse surveys are designed to gather immediate feedback through a short three- to five-minute, 10- to 15-question survey. Virtually all of the questions are close-ended to streamline the administration. This type of market research can be turned around within a week or two and a basic quick pulse telephone survey can cost as little as $5,000. Some examples of quick pulse surveys we have done in the past cover such topics as: advertising awareness to improve ROI, closed account surveys for financial institutions to find out why customers/members left and community surveys to predict how residents will vote on upcoming initiatives, among many others.

2) In-Depth Interviews (IDIs) – The benefit of IDIs is that you can gather a lot of in-depth information and data by talking to a small segment of people. It works the opposite angle of what you would get from a quick pulse survey. A quick pulse survey is designed to get a lot of completes using a shorter number of questions where an IDI project is designed to get a small number of completes using a larger number of questions. This qualitative methodology is good for exploring topics where quantitative data or predictive analytics is not necessary. These IDI projects can be completed for as little as $4,000.

3) Online Survey – When a business commissions a telephone survey, a lot of that cost is tied up in call center time spent by staff administering the survey over the phone to respondents. Using an online survey removes that significant cost. You’ll still be paying for survey set up and testing as well as reporting, but the fieldwork cost or cost-per-complete (CPC) may be and should be far less than what you would pay for a survey of the same length over the phone. A simple and short online survey to customers could cost as little as $2,500 to $3,000 – depending on the length audience, and anticipated incidence rate.

4) Data Analysis – Perhaps you collect a bunch of data for your business but you just don’t have the time to really dig-in and research it to pull out key takeaways. Market research suppliers can be hired strictly to review your data and provide insights to your business. For example, if you collect customer data when they sign-up for your service or purchase products, there are a lot of valuable insights that can be pulled from that. Analysts can explore frequency of purchase, ZIP code breakdowns of customer locations, run statistics for how customers initially heard/saw your business, etc. This can be done through a pre-determined project fee or a time and materials basis for as little as $1,000 to $2,000.

Market research doesn’t always have to be expensive. Valuable insights can be gathered from budget friendly options like those touched upon above. If you are interested in exploring how market research can help your business, contact our Business Development Director Sandy Baker at SandyB@RMSresults.com or by calling (315) 635-9802. Research & Marketing Strategies (RMS) is a market research firm in Syracuse, NY.

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What is a Quick Pulse Survey?

This article was written by our guest blogger Mark Dengler, President and Owner of Research & Marketing Strategies (RMS) and it will be featured in the upcoming edition of the RMS Newsletter.

Researchers all agree that telephone surveys are one of the best means for collecting primary data from targeted population segments. They provide for real-time, two-way communication and give a personalized sense of engagement. On the flip side, they typically are quite expensive with a typical cost ranging from $25-$30 per completed interview excluding other research costs such as survey design and analysis. Over the past couple of years, we have been able to accommodate the benefits of using a telephone survey in a unique application we call a “Quick Pulse Survey,” which produces fast results.

What is a “Quick Pulse Survey?” A “Quick Pulse Survey” is  a telephone survey that lasts no more than three- to five-minutes in length. It typically consists of 10 to 12 close-ended questions with one open-ended inquiry. The survey has a very quick turn-around from design to report. The entire process can be done within a two- to three-week timeframe. Furthermore, it can provide a statistically reliable sampling, which means your results are accurate. Moreover, it provides a means to reach out to your target market in a proactive, credible manner that shows participants that you care about their input. Finally, the Quick Pulse survey tool has a fixed, low-cost of approximately $5,000. This means a total project fee that is less than half the traditional costs associated with telephone interviewing.

Do you have questions that you need answered for your business and don’t have a large budget? A Quick Pulse survey might be the right solution for you. Contact our Business Development Director Sandy Baker at SandyB@RMSresults.com or by calling 315-635-9802 to discuss.

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Should You Embrace Panel Research? | Market Research Firm Syracuse, NY

This article was written by our guest blogger Mark Dengler, President and Owner of Research & Marketing Strategies (RMS) and it will be featured in the upcoming edition of the RMS Newsletter.

This is an age where everyone wants instant results. Not only do we want it fast, but we want it cheap and accurate. Often with market research, this expectation is difficult to accommodate. The very nature of a research study is antithetical to the convenience concept. Most research involves thorough process design, extensive fieldwork and in-depth analysis.

There is a new modality that is gaining popularity among those looking for quick, inexpensive and targeted population segment results. Companies are embracing use of research panels. A research panel is a pre-qualified group of individuals who agree to participate in primary research studies, typically done through an online survey. Panels help businesses rapidly obtain accurate information on market segments of interest. This helps give them a competitive advantage.

Panel research helps companies target particular market segments and does so faster and at less cost than traditional research methods. Moreover, research panels are a way to help reach younger as well as niche markets. With the use of landlines continuing to diminish, this new research approach is key to reaching difficult population segments. With a research panel, you also are able to capture individuals who have already indicated a willingness to share their thoughts and opinions.

Certainly, panel research also has its detriments. Most notable is concern regarding the integrity of the panel. With a self-selected “research ready” panel of participants, there is fear that these folks will behave (respond) differently than the typical individual because they know they are being studied (i.e. the Hawthorne effect). Therefore, there may be extensive bias in the responses. This is where effective panel management and targeted panel participant selection is critical.

It is very important that when using panel research, a company works with a research firm that is familiar with panel engagement and can verify that they can effectively design a study and utilize their panel to mitigate any bias issues. Use of a research panel to obtain quick, accurate results within a reasonable budget is only going to grow. This modality has proven itself to be an effective means for primary data collection. It is a modality whereby market researchers can meet the convenience and cost expectations of business customers.

Are you interested in discussing panel research with a market research firm in Syracuse, NY? Contact our Business Development Director Sandy Baker at SandyB@RMSresults.com or by calling 315-635-9802.

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Research & Marketing Strategies (RMS) in the News | October 2012

Business Development Director at RMS, Sandy Baker is Recognized at Onondaga Community College

Sandy Baker was recognized as a 2012 Alumni Faces Honoree, which is an Onondaga Community College initiative honoring “outstanding alumni whose achievements illustrate the transformative power of an Onondaga education and represent the promise of self-discovery that the College commits to every student, every day.” Baker graduated from Onondaga in 1980 with an associate’s degree in business administration. Her education paved the way to greater opportunities including her most current position as director of business development at Research & Marketing Strategies in Baldwinsville.

Business Development Team Adds Paul Dybas as an Associate

RMS is pleased to spotlight Paul Dybas, the firm’s Business Development Associate. In his role, Paul works with both prospective clients and existing customers to understand their marketing and research needs, then assists in identifying the most appropriate research methodology before transitioning the client to the RMS Analytics department. He also works with the business development team to build awareness about RMS and its services.

“I have a strong appreciation for personal interaction and look forward to working with businesses, explaining how market research is a vital component to a successful business as well as all of the services RMS offers,” Dybas said.

Prior to joining Research & Marketing Strategies, Inc. (RMS), Paul’s passion for market research and ambition landed him four successful internships within a two-year period where he gained valuable market research, business development and promotional experience.

Hailing from Binghamton, NY, Dybas currently resides in Eastwood. In his free time, Dybas enjoys baseball, which he has played for 16 years, and playing the saxophone.

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Does Your Business Avoid Market Research? | The Glass is 50% Full

Businesses across the world use third-party market research firms to provide them with objectivity of results, among other benefits. However, even businesses that are equipped to do a project in-house are still forced to look outside of the organization in order to gain an unbiased perspective. Think in terms of employees evaluating their own company’s television commercials. Will these employees really have a fresh and untainted perspective of their company’s marketing campaign? Probably not.

Market research needs to be objective to be effective. This objectivity could relate to a price for a product being way too high or way too low, objectivity to state that this location is the worst or the best place to put your business, or even objectivity to state whether or not consumers won’t buy or will buy your product because the packaging is purple. This topic was also covered in a past blog post that discussed  five cautions of doing market research in-house. Market research without objectivity is nothing more than artificial data and fluffed numbers.

There often comes a time as a market research analyst where you have to deliver unfavorable findings to a client. With the variableness of market research, the results could rain on your proverbial parade. If you are in this situation and forced to deliver unfavorable findings to the client, just keep in mind that by doing this market research up-front you may have saved your client, thousands, if not millions of dollars. This would not have been saved if the market research project was passed on. Successful market research projects will also point businesses in the right direction and give them the flexibility to change course to create a more profitable venture.

Market research and objective information minimizes risk. With the new data you gained from market research, it will help you better evaluate your business ventures and optimize your product or service line. So even if your results come back negative, keep in mind that you not only avoided a poor business decision, but you also have the information you need to make a better decision.

Nevertheless, some businesses avoid market research at all costs. Many key decision-makers will make marketing or management choices based on a hunch or internal team consensus. Not to say that this approach does not work sometimes, but it’s always better to have statistical data from real customers to back these decisions up. Market research either supports your hunch or tells you that your hunch needs to be reworked. Objective data is critical.

So the next time you are wondering whether market research is the appropriate next step for your business, keep in mind the glass is 50-percent full rather than 50-percent empty (or half full for our non-market research readers). Even if the market research study doesn’t tell the story you were hoping, you’ve ultimately saved your company money and gathered vital information to ensure the venture will be successful. If you are interested in seeing whether market research is right for you, contact our Director of Business Development Sandy Baker at SandyB@RMSresults.com or call her at 315-635-9802. Research & Marketing Strategies (RMS) is a market research firm in Syracuse, NY.

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