Posts by Alter Agents
We write for Advertising Week about mid-funnel customer strategies
Many advertisers and media planners tend to focus on the top and bottom of the sales funnel, ignoring the critical mid-funnel customer. Our Chief Research Officer, Heather O’Shea, writes about how to change this in her latest article for Advertising Week, “Enhancing media planning with mid-funnel strategies.” As audience fragmentation increases and media consumption habits…
Read MoreIs American sentiment shifting again?
Our CSO Devora Rogers recently shared this article on LinkedIn and it is worth a read by everyone seeking connection and unity! As researchers we are trained to develop questions and hypotheses. We then apply those questions with consumers and when we look at the data that comes back, we look for what connects groups,…
Read MoreVariety is the “spice of content” according to our latest study with TikTok
Did you know that 64 percent of TikTok users express a preference for brands that offer a diverse range of content on TikTok? That’s just one of the findings we uncovered in a recent study with TikTok. Together, we set out to uncover key insights that would help brands create a recipe for reaching their…
Read MoreWe write for Forbes about updating market research methodologies
In her latest article for Forbes, our CEO Rebecca Brooks writes about ways that market researchers can evaluate and update their practices to fit today’s needs. The article, called “How Will You Know If Your Market Research Methods Are Outdated?” covers the need to focus less on brand and more on consumers, as well as…
Read MoreWe write for Forbes about having confidence in your data
In her recent Forbes article, our CEO Rebecca Brooks urges companies to have confidence in data-driven decision-making, moving away from the uncertainty that still lingers from the pandemic. In the piece, titled “How Businesses Can Overcome Doubt And Embrace Data-Driven Confidence“, she outlines some of the best practices and actionable steps business leaders can use…
Read MoreAdvertisingWeek: How to effectively plan for streaming advertising
Alter Agents’ Chief Research Officer Heather O’Shea recently wrote for Advertising Week about techniques to blend media measurement and market research effectively for streaming ad planning. With a staggering 99% of households subscribed to at least one streaming service, media planners and advertising need to deeply understand this medium and how to reach audiences. She…
Read MoreCase Study: Exploring “Audio Rituals” with Audacy
Unique blend of methodologies uncovers when listeners are tuning in during their daily lives Download the case study here: “Alter Agents is our go-to partner when we need to dig into complex, multi-modal market research work that helps us deeply understand our complicated audience. The team at Alter Agents isn’t afraid to try new things…
Read MoreWe write for Forbes about the benefits of multimodal research
In her regular column for Forbes, our CEO and Founder Rebecca Brooks wrote about how using multimodal approaches to research can help us understand consumer behavior in a landscape that is evolving rapidly. She writes about the surge in demand she’s seen from clients for insights that go beyond surface-level statistics. “Our clients need more…
Read MoreOur newest study with Snapchat: “Real Relationships, Real Impact”
Snapchat and Alter Agents release new data proving correlation between emotion and brand receptivity Study finds that positive, relationship-driven emotions produce a halo effect surrounding brand awareness, consideration and purchase intent LOS ANGELES, CA – 16 November 2023 – Snap, Inc. and Alter Agents today released the findings of new research on how positive emotions,…
Read MoreSegmentation research can be a road to powerful insights
Segmentation research is a powerful tool, but it suffers from past negative associations. Our Chief Innovation Officer, Michelle Castle, and Chief Analytics Officer, Casey Willard, write about how to address common challenges in segmentation research in their latest article for Quirk’s. In it, they draw on their collective experience of conducting over 100 segmentation studies…
Read MoreEvolving Market Research: A Lesson from Pew Research Center
Using the renowned Pew Research Center’s new research and framework for generational market research as a jumping off point, our CEO Rebecca Brooks reiterates the need for market research to evolve in her latest column for Forbes. Pew’s new stand is another indicator that reinforces what we’ve been saying for a long time: market research…
Read MoreWe write about understanding shopper context for Total Retail
Our Shopper Influence Study among 6,000 recent category purchasers revealed nearly half (48%) of consumers do not have a brand in mind at the start of their shopper journey. Instead, their purchase decisions are influenced by a vast number of contextual factors. Alter Agents’ Chief Innovation Officer, Michelle Castle and Chief Analytics Officer, Casey Willard,…
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