Kathy Ofsthun was recently named Account Director for Chadwick Martin Bailey’s Retail research practice. Kathy has 18 years of research experience with multinational companies in CPG, Retail, and other industries. Kathy has strong experience in both qualitative and quantitative research on topics as varied as New Product Development, Retail Store Formats, Packaging, Private Label, Brand, and Segmentation. At CMB, Kathy leverages her expertise for high profile brands, including Converse, Freixenet USA, Staples, Zynga, Disney, eBay, NBC Universal, the NFL, and more.
In her new role, Kathy is responsible for managing key account relationships and directing strategic research for CPG and Retail clients. Follow Kathy on Twitter @ShopperMRX.
“Kathy has that rare combination of a really sharp mind, deep industry experience, and a truly great working style that makes her a pleasure to work with for clients, and in the office," says Mark Doherty, managing director at Chadwick Martin Bailey.
About CMB’s Retail, Consumer Goods and eCommerce Research Practice
CMB’s Retail, Consumer Goods, and eCommerce practice, led by Mark Doherty and Brant Cruz, is a strategic partner for leading companies including eBay, The Gap, Facebook, Jack Daniel’s, Neiman Marcus, Electronic Arts, and Nordstrom. From conducting the world’s second largest NPS-style program to optimizing loyalty programs and developing strategies for evolving marketplaces, the entire team is focused on both delivering extremely useful findings and driving use of the information within their clients.
About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com
Media Contact: Megan McManaman
Boston, MA March 9, 2011- A new report from Chadwick Martin Bailey and iModerate Research Technologies finds smartphones are becoming an indispensable tool in the shopping experience. The study of over 1400 consumers shows over half of consumers are using their smartphones to enhance their shopping experience, especially those under 35 (67%). iPhone owners top the list with over 70% reporting they use applications or the phone’s web browser to assist them while shopping in-store. iPhone owners are not only comparison shopping on their smartphones, 41% are also making purchases on their phone.
“Given the strong growth in smartphone ownership, everyone is dependent on the in-store experience – from retailers to product manufacturers – each must take advantage of opportunities these devices provide for generating sales and improving the customer experience,” says Jeff McKenna a senior consultant for Chadwick Martin Bailey. “Along with designs for packaging, displays, and signage, we will see smartphone-based communication as a necessary element of retail planning.”
The study also identifies key differences by gender. Women are more likely to use their smartphone to find discounts, while men are more likely to check online reviews. When it comes to the apps consumers use on their phones, 44% use a bar code scanning app, 38% use a discount app (e.g. LivingSocial) and 31% turn to review sites. Qualitatively, some consumers said:
“I use my Smartphone to scan the barcode and check the prices online and reviews of the product…saving time and effort by purchasing the right product for me the first time around so I don't have to return and buy again.” -Female, age 18-24
“I was able to shop with more confidence knowing that I was getting a fair price.” - Female, age 40-44
In addition, the study also found that 23% of smartphone owners have made a purchase on their device, the majority of which (41%) take place on an iPhone. Entertainment purchases such as music, movies and TV shows top the list at 46%, banking makes up 39%, electronics 29% and online auctions 25%.
About This Research
This study was done as part of Chadwick Martin Bailey’s self-funded CMB Consumer Pulse program. An executive summary report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,491 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey the week of January 20, 2011. In addition, iModerate Research Technologies conducted online, one-on-one discussions to more fully contextualize their mobile shopping behaviors.
About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. They have recently been listed on the Honomichl Top 50 and continue to demonstrate their thought leadership at numerous conferences worldwide. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com
About iModerate Research Technologies
iModerate Research Technologies listens, connects and digs deeper with consumers online to provide the research story organizations need to win in the marketplace. Years of research and development by veteran field experts, as well as analytical specialists, produced the concept, methodology and software that have allowed iModerate to help Fortune 500 companies, large and boutique research firms and prominent organizations strengthen their research results. Focused on providing customized qualitative solutions, iModerate is broadening online research capabilities by delivering essential qualitative insight. iModerate is based in Denver, Colorado. For more information please visit www.imoderate.com
Boston, MA – Custom market research and consulting firm Chadwick Martin Bailey (CMB) continues to add key senior level talent to its practice areas as part of their strategic growth plan for 2010. Most recently the firm added Kathy Ofsthun and Susan Lilly as Senior Project Managers for the retail and financial services practices. Both bring over 15 years of marketing and research experience to the CMB team.
Fifteen years ago, Kathy Ofsthun moved to Boston and started her own research firm, Focus On Research. She partnered with many leading retail and CPG companies including Stop & Shop, Giant Foods, Kraft, Walgreens, Dunkin’ Donuts and more. Kathy brings a well balanced background of both qualitative and quantitative research methodologies. Her entrepreneurial spirit, creative thinking and consumer retail experience are a welcomed addition.
Susan Lilly joined the financial services and insurance practice. She comes to CMB from Affinnova where much of her research focused on product optimization for consumer packaged goods companies. Before joining Affinnova, Susan was the manager of quantitative research at Houghton Mifflin Harcourt. She has conducted research in the financial services, IT, healthcare and publishing sectors. Susan has a keen ability to listen to clients’ needs and questions and translate them into research projects that will deliver actionable results.
“We continue to look for the best and brightest talent to expand our teams because we know it’s our people that set us apart from other companies,” comments Anne Bailey Berman, president of Chadwick Martin Bailey. “It is an exciting time for our company as we continue to grow and gain more expertise in each of our practices.”
Chadwick Martin Bailey is continuing to hire research analysts and project managers. For more information on the career opportunities available at CMB visit: http://www.cmbinfo.com/news/careers/
About Chadwick Martin Bailey
Chadwick Martin Bailey is a Honomichl Top 50 ranked custom market research and consulting firm working with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com
Media Contact: Kristen Garvey