Category — Surveys

Good Vibes

survey good vibesHow much does a brand’s reputation for responsibility affect the chances consumers will buy it? An executive summary of a Hub reader survey. How much does a brand’s reputation for responsibility affect the chances consumers will buy it? Are there any brands consumers buy or don’t buy purely because of their reputation?

We put forward a list of 12 brand names across a range of categories, some of which make more of an effort to publicize their ‘responsibility’ than others. By ‘responsibility,’ we mean the brand’s business practices. The question to respondents was not whether they buy the brand on a regular basis, or at all; the question was whether the brand’s reputation makes them more or less likely to do so.

Of the 12 brands, only three attracted a thumbs-up from more than 50 percent of respondents: Starbucks, Dove Soap and Apple. It’s worth noting that both Starbucks and Dove have made ‘responsibility’ a central feature of their marketing. As for Apple, well, it seems that regardless of the question, the answer is Apple. continue

March 1, 2014   Comments

Beyond Reason

surveyWhat roles do emotion and reason play in retailer loyalty? An executive summary of a Hub survey. That one must never position a brand on the basis of price is one of the great truisms — if not outright truths — of marketing. The logic could scarcely be more straightforward: If your appeal is price-based, then you are vulnerable to a competitor stealing your customers simply by offering a lower price. It would seem an ironclad rule, although it’s remarkable how few products and services actually live by it. Witness the 21st century scourge of "showrooming."

This price-based problem persists perhaps because it’s not exactly easy to build and sustain a true point-of-difference. This goes right to the heart of loyalty, which in human relationships means standing by a friend in good times and bad. Such fidelity is the opposite of rational; it is purely emotional. It transcends reason. Does any brand live up to that standard? It’s fair to say that no brand — or human being, for that matter — could possibly earn that kind of ardor among more than a discrete group of faithful followers. With this in mind, we asked readers to characterize their relationship with a handful of retailers as either "more rational," "more emotional," equally so, or neither. continue

November 1, 2013   Comments

Virtual Realities

shopping cart How much has e-commerce changed the way we shop? An executive summary of a Hub reader survey. The digital universe, cyberspace — the information superhighway as it once was affectionately known — has indeed lived up to the ’90s-era hype that it would change our world in unimaginable ways.

The internet is now credited with everything from fomenting revolution to revolutionizing education to upending entire industries. It has infiltrated our lives in ways large and small, drawing us closer together and driving us farther apart in one shot. And yet not so long ago it was mocked as the biggest thing since CB radio … just another fad. As it turns out, few among us today would be content to live without it. But now we’re onto more important concerns, such as: How much has the internet changed the way we shop? continue

September 1, 2013   Comments

Taking Responsibility

taking responsibilityHow accountable are brands to their consumers? An executive summary of a Hub survey. The term “marketing accountability” generally connotes issues of return-on-investment, and the effectiveness of dollars spent. While critically important, this traditional focus is today perhaps too narrow given the growing numbers of consumers — especially those of younger generations — who are demanding greater accountability from the brands they buy.

Beyond the essential work of scrutinizing the brand’s accountability to its marketing budget, the emerging puzzle for marketers also concerns the brand’s accountability to its consumers. We thought it would be interesting to ask Hub readers what they think about consumer-focused accountability. So, we created a survey in which we listed a total of twelve well-respected brands and asked respondents to rate them from poor to excellent in five areas of brand accountability: social responsibility, the environment, business ethics, price-value and quality. The criteria were by no means definitive, but did produce some intriguing results … read >>

March 1, 2013   Comments

Instant Carma

hub surveyHow innovative are today’s cars? What innovations would we most like to see in our next car? With George Blankenship of Tesla Motors as the cover-story interview for our annual “innovation” edition, we thought that a survey about cars and innovation would be cool. So, we lined up every nameplate we could think of — 30 all told — and asked readers to indicate whether they evoked “surprise & delight,” “satisfaction” or “boredom.”

Of the 30 car brands, only Audi, Mini and Porsche topped 50 percent on the “surprise & delight” scale — and just barely. Volkswagen, Hyundai, BMW, Fiat and Tesla also scored relatively high on “surprise & delight.” Toyota and Honda were the only two that scored above 50 percent on “satisfaction,” while clear majorities branded Chevrolet and Lincoln with “boredom” (although Chrysler and Dodge came close, at 47%) … read >>

January 1, 2013   Comments

App-ocalypse Now!

app-ocalpse nowAre apps a life-changer, a black hole, or just pleasant diversion? According to The Wall Street Journal, Apple alone offers about 640,000 apps and consumers have so far downloaded some 30 billion apps. We thought it would be app-ropriate to ask our readers if they are app-oplectic or app-gnostic.

So, we created a survey about smartphones, tablets — app-friendly devices of every kind — and their life-changing (or not) app-lications. We even invited the opinions of those who don’t have an app-friendly device and have never downloaded an app. Most of our respondents were Gen Xers (44%), followed by Baby Boomers (38%), Millennials (12%) and Silent Generation (6%). Fifty-three percent were female and 47 percent were male.

Non-users were a very tiny minority — with 96 percent reporting that they use an app-friendly device of one kind or another. Of those, 97 percent said they had downloaded at least one app. Eighty-one percent said they used the Apple platform, with 20 percent on Android, 13% on BlackBerry and just two percent on Windows (some respondents use more than one platform). read >>

September 1, 2012   Comments

Your Own Beeswax

Your Own Beeswax

Privacy Survey Hub MagazineHow much do you trust Facebook and Google with your personal information? An executive summary of a Hub Magazine survey. If trust is the bedrock of a great brand, then some of today’s hottest brands seem to be built on pebbles. The latest Hub Magazine survey detected considerable doubt among readers that the online brands they know and use can be trusted with their personal information.

We listed eight popular online brands — Facebook, LinkedIn, Google, Twitter, Bing, Amazon, Zappos and iTunes — roughly an even mix of social media sites and e-commerce leaders. We simply asked readers to indicate whether each brand was “trustworthy” or “not trustworthy.”

Zappos and LinkedIn scored highest by far, with Zappos earning the trust of 82 percent of respondents and LinkedIn trusted by 80 percent. Amazon, at 73 percent, was next highest on the trustworthiness scale, followed by iTunes at 63 percent and Twitter at 58 percent … read >>

May 1, 2012   Comments

Apple of Your Life

How much did Steve Jobs change your life? Totally? Somewhat? Not at all? An executive summary of a Hub survey. The wave of emotion on the morning of October 6, 2011 could not have been more intense had Steve Jobs orchestrated it himself.

Then again, in a way he did — only this time the response was not to the introduction of a product, but to the summation of a life. A common thread in the tsunami of eulogies following his death was that Steve Jobs changed our lives.

It seemed only fitting that we go to our readers to try to bring a little more definition to exactly what it was that Steve Jobs did that changed us. So, we broke it down, product by product, innovation by innovation, and asked readers how much difference each one made in their lives …
read >>

January 1, 2012   Comments

Loyalties, Divided

Which brands have won your loyalty? Which have lost it and why? An executive summary of a Hub Magazine reader survey. Yes, we have no loyalty. That would be the overarching result of our latest reader survey, in which we asked respondents to declare their allegiances between two top brands in a range of categories. Colgate or Crest? Verizon or AT&T? Costco or Sam’s Club?

We also provided the option to choose “neither” or “both” (when you think about it, “both” is not much better than “neither”). Perhaps it comes as little surprise that not a single brand in our survey attracted loyalty from more than 45 percent of respondents — and only two came close to that mark. Most were in the 30 percent range … read >>

November 1, 2011   Comments

Too Cool for Tools

Answering a bright, shiny, existential question about digital media. Is Facebook still as attractive as it was when you first discovered it? How about Groupon? Shopkick? Which digital tools are you most in love with, and why?

The idea to ask our readers about their love/hate relationship with digital tools occurred after asking Best Buy chief marketing officer Barry Judge about Twitter, and whether it was still as bright and shiny as the day he sent his first tweet. His answer was a bit mixed.

As for most of our 365 respondents, Twitter never really was all that sexy to begin with: A total of 50 percent said that either it “never was attractive” (30%) or was “less attractive” (20%) than when they first tried it. Just 37 percent said that either it was “more attractive” (21%) or “as attractive” (16%). The other 14 percent said they hadn’t tried it while one person claimed to have never heard of Twitter … read >>

September 1, 2011   Comments

Ready At Retail

Shopper marketing has jelled as a brand-building discipline. By Chris Hoyt. What are the current trends in shopper marketing? What elements can be isolated to define best practice? As many readers know, The Hub Magazine has regularly surveyed the industry with the objective of answering these questions since 2006 and just completed the latest survey on shopper marketing at the end of April, creatively entitled “Shopper Marketing 2011.”

This year’s survey generated 243 responses — over 50 percent more than The Hub’s first survey on this subject in March, 2006. Respondents include representatives from 131 companies, 20 countries and six continents. While the majority is from packaged goods (65 percent), other verticals are retail, automotive, apparel, computers/software, healthcare/pharmaceutical and media and entertainment. … read >>

July 1, 2011   Comments

Old Brands Rule

When it comes to brand identity, we celebrate those with longevity. This is the third year we’ve run our "battle of the brands" survey and one thing is clear: the older a brand is, the stronger it tends to be. Indeed, this year, as in the past two, our readers chose older brands as having stronger identities roughly 70 percent of the time.

Perhaps that outcome is intuitive, given that an older brand has had more time to establish, and presumably refresh, itself. And yet, in a marketing culture that tends to celebrate what is young and new, it is also surprising. … read >>

July 1, 2011   Comments

Circle of Shopping

Generation gaps are not so gaping when it comes to shopping behavior. It’s almost an article of faith among marketers that each generation of consumers is different from the next. But how different are we, really?

To get at this question, we created a survey about shopping habits and asked them of five generations of our readers — most of whom are marketers.

We received more than 750 responses, led by Generation X (48.2%), Baby Boomers (31.6%), Millennials (17.3%) and the Silent Generation (2.8%). The Greatest Generation did not respond … read>>

May 1, 2011   Comments

What Shoppers Want

Shoppers may be satisfied but still see plenty of room for improvement. By Randi Moore. Satisfaction is defined as the fulfillment of a need or a want. So what satisfies shoppers? To find out, reached out to its readers to understand how satisfying the shopping experience is across 14 categories spanning almost all imaginable retail channels.

In reviewing their responses, similar themes emerged across categories and channels. Shopping is most satisfying when the shopping experience delivers against what MVI calls the new ROI, or return on the shopper’s involvement. To maximize this ROI, shoppers are looking for … read >>

March 1, 2011   Comments

Innovative or Not?

Who is the most innovative? Who is not? An executive summary of a survey. If you’ve seen The Social Network, you’ll know that Mark Zuckerberg’s first attempt at social media was a website where Harvard men rated the comparative attractiveness of their female classmates.

This survey was a little like that, only without the sexism. :) The way it worked was, we listed a series of product and service categories and asked readers to choose whether it was “innovative” or “not innovative” … read >>

January 1, 2011   1 Comment

Compared to What?

Keith Richards
The Hub’s second annual survey on brand identity reveals big gaps between strong brands. (pdf) or (text)

July 1, 2010   Comments