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Kristen Garvey

Recent Posts

TV Untethered: The Majority of Mobile TV Viewing is Happening at Home

Posted by Kristen Garvey

Wed, Jun 05, 2013

CRE Logo

This weekend, my 10 year old Jack sat on our comfy couch with a big screen TV just feet way, but he chose to curl up with the iPad to watch his episode of Star Wars.  In just a few clicks of the remote he could have watched it in HD on a beautiful big screen. I found myself wondering why. Was it a few clicks too many to reach On Demand?  Was it just more convenient to pick up the iPad and watch his show in a few taps? There’s no doubt consumer behavior is changing when it comes to how we watch TV and the big screen doesn’t always win.

This week the Council for Research Excellence (CRE) released a study they commissioned Chadwick Martin Bailey to run to understand the impact of mobile media devices on overall TV viewing behavior. Next week Chris Neal, leader of CMB’s Technology and Telecom practice will be joining Laura Cowan, research director at LIN Media and co-chair of the CRE’s Media Consumption and Engagement Committee at the Advertising Research Foundation (ARF) Audience Measurement 8.0 conference to present the results. The conference takes place June 10-11, 2013 in New York City.

This study indicates that Jack is not alone in choosing the iPad over the big screen. In fact the study found the majority of “mobile” TV viewing occasions happen at home—82%  of tablet TV viewing occasions happen in-home and even 64% of smartphone viewing occasions happen here.  One of the key drivers of that choice is simply convenience:  it’s easy, the television set might be in use by someone else, and/or some consumers don’t have the same online streaming capabilities to their TV that they have on mobile devices. Check out more results of the study here.

“Much of the TV being watched on mobile devices is currently being distributed by online subscription services (e.g., Netflix, Hulu),” according to Neal. “There are opportunities for networks, pay TV providers (e.g., cable, satellite, fiber) and content owners to boost their libraries available via mobile devices and make their mobile apps more compelling so they don’t lose audience share as consumer viewing habits change.”

New Age of TV


Interested in learning more? Check out the ARF Audience Measurement conference next week in New York and download CMB’s self-funded research on this New Age of Television



Kristen is CMB's VP of Marketing, a mom of two, and enjoys streaming content through Amazon Prime on the rare occasion she can get her iPad from Jack. Follow her on Twitter: @KristenGarvey

Topics: mobile, Consumer Pulse, television, digital media and entertainment research

Belichick, Brady and the Patriot Way: A Culture that Breeds Success

Posted by Kristen Garvey

Thu, Jan 17, 2013

If you’re a Patriots fan you know there’s one thing that’s more consistent than Bill Belichick’s one word answers, it’s his mantra: Do your job. We’ve heard it a hundred times, and while it sounds simple, that kind of focus and trust in your team takes not only a special kind of leadership and management, but a clear understanding of the difference between the two.


As we move into this weekend with the highly anticipated match-up between the Ravens and the Patriots it’s clear success runs deep at Gillette Stadium; both rich in history and woven into the very fabric of the “Patriot Way”. It’s about leadership, management, mentoring and culture, but at its core the foundation of the Patriot Way is built on the trust that everyone on the team will “do their job”.

The Patriot Way resized 600


As Tom Brady says in the interview the message is simple: “You do your job so that everyone around you can do their job and when people trust each other you can play with anticipation and confidence.” That’s a pretty powerful statement, both on and off the football field. It speaks to their ability to focus and not worry about what everyone else is doing. There’s a lot that can be learned from the way the Patriots not only lead, but manage their success.

The Kraft family and Bill Belichick have built a culture that not only values leadership and management, but understands the differences between the two.  In a recent HBR Blog Management Is (Still) Not Leadership, Dr. John Kotter discusses this very point. Leadership is not something that is for those at the top of an organization; leadership should be fostered and cultivated throughout an organization. One could argue Belichick is not about leadership (and certainly not about charisma), but more about process, focus and management. He operationalizes success through having the team focus on doing their job. While leadership is something that must start at the top, no organization can afford to have it stay at the top. Listening to that clip it’s clear the Patriots have a deep bench when it comes to leadership.

Since we are Market Researchers and everyone loves numbers to back up observations, here are some numbers to chew on:

10 AFC East titles since Belichick became coach in 2000

5 Super Bowl appearances

3 Super Bowl Championships

To put this into perspective in the previous 40 years before he became coach the Patriots won the AFC East 4 times and lost in their 2 Super Bowl appearances. How’s that for doing your job! Go Pats!

Kristen is CMB's VP of Marketing, a mom of two, loves the Patriots, and is focused on doing her job. Follow her on Twitter: @KristenGarvey

Topics: consumer insights, digital media and entertainment research

Less Is More, but Less Is Harder

Posted by Kristen Garvey

Thu, Nov 01, 2012

rocksLast week I attended the FutureM conference here in Boston. There were a lot of sessions to choose from and some great speakers, but one presentation was so simple it caught my eye. The session was called Future: Simplicity with Chris Colbert (@cmcolbert) from @hollandmark. The session was an hour and a half, which seemed long, but it flew by and I was even disappointed when it was over.  Chris is a definitely an engaging speaker, but it was the content of his presentation that gave me a lot to think about, both personally and professionally.  His session reminded me even with all the technology available, sometimes “it” just gets complicated; “it” being everything from crafting your value proposition to explaining a TV ad about Massachusetts' Question 2 to your 7 and 9 year old.  Sometimes life is just complicated.  When it comes to the future of marketing, I believe having an eye for simplicity and the discipline to focus are key success factors.Throughout the presentation, Chris saw the simple in the complex, understood the need for focus, valued the currency of time, talked about the human need for comfort, and the fact that comfort is often found in simplicity. I thought a lot about where simplicity breaks down in my world as a marketer, and for me it is often when there is a loss of focus.  I would say I am a pretty goal oriented person and staying focused on those goals and how to achieve them gives me the discipline I need to stay on target. That being said one of the biggest things that can challenge my focus is the sheer volume and variety of data I have coming at me real time. Social, CRM, financial data, customer experience…I have a headache just thinking about the sheer volume of it all.

How do you connect all the dots? How do you uncover the story? How do you focus on the data that matters? It all comes back once again to simplicity and focus.  Focus on the business problem you are trying to solve, the key questions you need to answer and the ability to go from data to insights and deliver those insights in a way that makes them relevant to those who need to make the decisions. That’s a lot of what we do here at CMB.

Man with whiteboardThis brings me to the next quote I jotted down that really hit home; “less is more, but less is harder.” It takes discipline to focus on the one or two things your product or service does really well because the temptation to try to be all things to all people is so great.  It also takes that same kind of discipline to focus on the key data sources and points you need to make a decision, and the confidence tune out the rest.

Simplicity requires focus, and focus often drives results.  This point rang true again in a recent study from the Marketing Leadership Council. They reported the best performing marketers are the “Focusers,” those who prefer depth of focus over breadth. Unfortunately, the same study also found that most CMOs’ are looking for someone very different from the Focuser. They are looking for the “Agile” marketer, those who are early adopters of technology who embrace change and are fast movers. Ironically, the Agile marketer often suffers from lack of focus and fell to the bottom of the list when rated by their manager on performance.

We all desperately need simplicity and focus, but how do you find it within this complex (and growing more complex every day!) world?  The answer is not to rely solely on the “agile” person who embraces every change and is quick to bounce from technology to technology.  Instead, the answer is cultivating a culture where people can be focused, and not become distracted in an ocean of data and by shiny new objects.

Kristen is CMB’s VP of marketing, an adjunct professor at Boston College Carroll School of Management and a mom of two. You can follow her on Twitter at @KristenGarvey


Topics: big data, storytelling, conference recap

Passion is Contagious

Posted by Kristen Garvey

Mon, Sep 10, 2012

CMB Passionate PeopleOne of the things I love most about the culture of CMB is the passion of our people, inside and outside the office. It inspires me each and every day.   Last week our HR Manager, Marlo Manning was named a CNN Hero for the charity she founded called Fairy Dog Parents. In Marlo’s “spare” time she managed to turn the loss of her beloved dog into a nonprofit that has helped over 400 dogs get the care they need when their owners have fallen on hard times.

Let’s face it, times are still tough for people. When unemployment hits and they are faced figuring out how to care for their family, pay the rent or mortgage and put food on the table, many people are forced to give up their pets. This is where Fairy Dog Parents steps in, easing the financial burden of caring for a dog so they can stay in their loving homes by paying for everything from dog food to vet bills.

A lot of us have ideas on how to make an impact or causes that we are passionate about, but time, jobs, family and “life” sometimes gets in the way of acting on those ideas or causes.  But for some that passion runs deep and inspires them to push on, to make it happen, to follow through and not give up. Passionate people do amazing things which often becomes contagious and inspires others to act.

Another cause we are all very passionate about here at CMB is the Light the Night foundation that supports the Leukemia and Lymphoma Society. Six years ago when one of our own CMBer’s was diagnosed with this terrible disease, I was once again taken back by how the company rallied together and acted on their passion to make a difference and support Catherine.  Through the last 4 years as a team we have raised over $35,000 for Light the Night by participating in the Boston Walk. And Catherine has been cancer free for 3 years. This walk has become a CMB tradition, part of who we are as a company and an important way we put our passion to work. We are gearing up for this year’s walk taking place on October 11th. The CMB team is working hard to raise funds through friends, family and a silent Auction and BBQ. We would love your support for our team, please donate here.

For me personally it’s this passion that runs deep in our culture both in the work we do for our clients and in our personal lives. It gives me inspiration, motivation and my own sense of passion to make a difference. When you are surrounded by people like that every day it becomes contagious and is part of our company’s DNA. It makes us better researchers, marketers, accountants, managers… it makes us all just a little bit more passionate about life.

Posted by Kristen Garvey. Kristen is CMB's VP of Marketing, a mom of two, and an adjunct professor at Boston College Carroll School of Management. You can follow Kristen on Twitter @KristenGarvey

Topics: Chadwick Martin Bailey, our people

Creating a Brand Ritual Takes More than Points and Rewards

Posted by Kristen Garvey

Thu, Mar 22, 2012

Brand ritualsAfter spending the last few days at Loyalty Expo in Orlando I heard no shortage of different points of view on the future of loyalty and loyalty programs.  From conversations around NPS scores and measures to a great panel discussion on the Socialization of Loyalty run by CMB’s Judy Melanson (@Judy_LC), there’s never been a more exciting time to tap into this topic, and never been more opportunities to create stronger and deeper connections between your brand and your customers.

For me one thing remains clear, points and rewards, while very important, are about transactional marketing, where as true loyalty runs much deeper and is harder to come by.  It takes a different approach to create this kind of connection and penetration into your customer’s rituals. It is a deeper commitment to the brand regardless of what one gets in return.

Think of brands you go out of your way for or even pay more for.  I think of Dunkin' Donuts; I am a Dunkin’ fan through and through, as is my husband. When he travels the first thing he does is go online to see where the closest Dunkin' Donuts is. He even picks his hotel based on the proximity to a Dunkin' Donuts. Why? We run on Dunkin'. It is part of our morning ritual, it has become habit. That kind of loyalty runs deep, and it’s driven by behavior and brand preference rather that points and rewards.

One of my favorite presentations from Loyalty Expo talked a lot about creating this kind of connection.  It was from Michael Grasso of TXU Energy (@TXUEnergy) and Zain Raj (@Zain_raj) of Hyper Marketing. They presented a great case study on TXU Energy’s use of behavioral marketing to create that deeper connection and brand ritual in a very competitive commoditized market.  Hey-if an electric company can do this so can you! In their presentation they outlined these four steps to create a Brand Ritual:

1. Getting the first transaction: Everyone has to start somewhere. The first step is to understand the value equation has changed. Zain says the new value equation is:

  Product features + Customer Service+ Added Value

Competitive Price

2. Invite customers into your brand: I think a great example of this is personalized gift cards. Putting a picture on a gift card makes it much harder to throw away and increases the likelihood of reloading the card.

3. Building connections with relevant experiences and innovations: TXU created online and mobile tools to educate their customers about not only how much electricity they used, but ways they can save money on their bill. This move led to the last key to building Brand Ritual for TXU.

4. Align with key values: TXU understands the values that are close to the hearts and wallets of their customers. They created a feeling of partnership by aligning themselves with their customers' values.

    As marketers and researchers there has never been a better time to tap into the behavior of our customers, align with their values, and connect with their emotions to create a deeper, richer and more meaningful connection and become a ritual.  

    Posted by Kristen Garvey. Kristen is CMB's VP of Marketing, a mom of two, and the top three brands that have won her heart and wallet are Dunkin’ Donuts, Jet Blue, and Apple. Follow her on Twitter: @KristenGarvey

    Topics: brand health and positioning, customer experience and loyalty

    The Facts Marketers Need to Know Before Using QR Codes

    Posted by Kristen Garvey

    Wed, Jan 04, 2012

    QR Code researchSeems like everywhere I turn I see a QR code. From product packaging to billboards in the airport, those funny little black and white designs are popping up all over—even on T shirts.  So we set out to ask consumers what they think about the 2D bar codes known as Quick Response or QR codes in our latest Consumer Pulse: Scan Me-9 Things To Know about Consumer Behavior and QR codes.

    There is no doubt it’s a very cool tool brands and companies can use to engage and share information with consumers, but even the coolest  tools and applications need to provide meaningful information to be successful.  Just like Twitter, Facebook and other social media marketing tools it always comes back to insightful content that consumers will value. The success of QR codes will depend on the content behind the scan.

    What do consumers think?  CMB partnered with iModerate Research Technologies to see why consumers scan QR codes and what they expect from the little black and white squares.

    As a marketer here are a few facts that stood out to me. Watch This:

    Nearly 1 in 5 who scanned a QR code made a purchase after scanning (Tweet this)

    81% say they’ve seen a QR code, but only 21% knew what they were called (Tweet this)

    Half of smartphone users have scanned a QR code (Tweet this)

    70% of those who scanned QR codes, said it was very easy (Tweet this)

    Results are mixed on QR codes' usefulness, 41% say the information they got was useful (Tweet this)

    Magazines and newspapers are the most common QR source for those who’ve scanned a code (Tweet this)

    46% of those who’ve scanned a QR code did so because they were curious (Tweet this)

    We found smartphone owners and non-smartphone owners alike are curious about QR codes for information and for discounts, free gifts and exclusive deals, and they find the process of scanning to be really easy. But as more and more consumers get smartphones and the ability to scan, marketers must go beyond the novelty of the application if they expect customers to scan again and make it a regular part of the purchase process.

    I’d love to know, are QR codes part of your 2012 marketing plan? Will QR codes gain steam in 2012 or fizzle out?

    QR codes Consumer Pulse

    Download the full report here.



    Posted by Kristen Garvey. Kristen is CMB's VP of Marketing, a mom of two, and thinks QR codes  can be as useful as the content behind them, and that they will have their place in the marketing toolbox for 2012.



    Topics: technology research, mobile, marketing strategy, Consumer Pulse, retail research

    The People Behind CMB: Passion Beyond Research-Updated

    Posted by Kristen Garvey

    Thu, Dec 15, 2011

    fairydogparents.orgOne of the things I love most about working at CMB is the people I work with. They are some of the smartest, most fun loving, and dedicated people I have ever met. Not only are they passionate about their market research, but they are passionate about their personal lives as well.  And our HR Manager Marlo is no exception.

    Marlo Manning is our HR Manager by day and the founder of fairydogparents.org by night.  Marlo started this non-profit in 2009 after losing her own dog.  With that nagging feeling of wanting to do something to honor her dog, she started a non-profit to help people down on their luck still afford to keep their dog.  Heart wrenching stories like one on NPR: Pets and Recession: Hard Times for Snoopy detail the agonizing decisions pet owner face when they run into financial hardship. Marlo took her passion for dogs, sadness for her own loss and made a difference.  Take a look at this:

    Visit msnbc.com for breaking news, world news, and news about the economy

    One year later Marlo was on the Nightly News again with Brian Williams. The segment aired on Wednesday the 21st:

    Visit msnbc.com for breaking news, world news, and news about the economy

     We’re pretty proud of Marlo for turning her passion into action, for taking an idea and making it happen, but most of all for the difference she has made in the lives of so many.

    Wondering what to get your dog for Christmas? My dog is getting a donation in her name to fairydogparents.org You can donate here.

    Posted by Kristen Garvey. Kristen is CMB's VP of Marketing, a mom of two, well three including her 2 year old labradoodle Clementine.

    Topics: Chadwick Martin Bailey, our people

    Wegmans: It's all in the experience

    Posted by Kristen Garvey

    Tue, Dec 13, 2011

    Just as the news of Wegmans opening its first store in New England starts to settle, the excitement is ramping up all over again for a new “urban concept” store opening in Newton, MA. Since my husband first heard Wegmans was coming to MA he has been really looking forward to shopping there, I mean REALLY looking forward to shopping there. He even still has his shoppers club card from college (which was quite a few years ago I might add).  And John is not alone in his love for Wegmans. I don’t think I have ever seen so many people so passionate about a grocery store. You could almost compare it to the opening of an Apple store in the retail space. In fact, the Boston Globe and Boston Herald wrote about the supersized crowds who lined up at the crack of dawn to the new Northborough store. As a marketer, it’s the kind of customer passion we all dream about.

    Of course I had to go see for myself; and I do think it’s one of those things you need to experience to “get it.” As simple as it seems, it is a very pleasant shopping experience. I find myself slowing down there and dare I say even enjoying my shopping experience. From the gas fire place in the food court to their extremely helpful and friendly employees; Wegmans has the secret sauce in making their experience different:

    Three key ingredients to Wegmans Secret Sauce

    2 Cups of Engaged Employees: When I shopped in the new Northborough store it was hard not to notice how outgoing and friendly the staff was. It was clear to me Wegmans must invest a lot in making their employees happy. A happy and engaged employee makes such a huge impression.  It was written on the smiles on their faces. When I was doing a little research for this post I was not surprised to find Wegmans has consistently wonCustomer Experience Wegmans CNN/Money’s Best Places work.

    1 Cup of Senior Staff: Maybe this was because I was new, but I also noticed the store had a lot of senior staff ready to help if anyone (more junior employees or customers) had a question. They led by example by also being extremely friendly and asking me about my shopping experience.

    1 Cup of a Great Shopping Experience: All of this contributes to an all-around better and more pleasant shopping experience. I admit I thought the customers waiting in line on opening day were a bit crazy, but after shopping there I can see what the fuss is about. I don’t think I will be waiting in line at the opening of the Newton store, but I would drive out of my way to shop there.  For me it just feels better shopping there. The quality of their products, the cleanliness and brightness of the store and that food court of fresh prepared food is amazing, but above all I feel better shopping at a store where the employees enjoy working.

    The funny thing is my Wegmans experience reminds me a lot of CMB. We know our clients have lots of choices of where to shop for their research and we truly appreciate when the choose us. Often after that experience it becomes clear that the experience of working with CMB makes us different.  I think we share the same recipe for the “Secret Sauce.”

    Quirks Capture1

    For more on the power of the customer experience and  customer satisfaction, read T.J. Andre and Jeff McKenna's take on customer satisfaction in their article Not Very Satisfying in Quirks.


    Posted by Kristen Garvey. Kristen is CMB's VP of Marketing, a mom of two and she will be heading to Wegmans to get her food and wine for the holidays. BTW if she’s not back by 5 you may find her by the gas fireplace enjoying a cup of coffee and a few minutes to decompress from the holiday rush.

    Topics: customer experience and loyalty, retail research

    Building Engagement in 140 Characters or Less

    Posted by Kristen Garvey

    Tue, Oct 18, 2011

    Twitter SlideLast month, we released our 10 Quick Facts You Should Know About Consumer Behavior on Facebook, and there was a lot of great discussion about how different companies are using the mega-site. The sheer number of Facebook users, all over the world, means brands and companies know they need to engage and they want to know what fans like about their brand (and what they don’t like) and how it impacts their behavior.

    But, what about that other social media giant—the place where everyone from hip techies to budding revolutionaries go to speak their minds in 140 characters or less? This week we released a new Consumer Pulse report highlighting 10 Quick Facts You Should Know About Consumer Behavior on Twitter. In collaboration with our friends at Constant Contact, we asked nearly 1,500 Americans over 18 about their Twitter habits, and the results are in. Here are a few of the facts that stood out:

    Consumers follow brands on Twitter for exclusivity, promotions and to be “in the know” (tweet this)

    While Facebook users are interested in showing off their brand loyalty, brand followers on Twitter like getting the latest news and promotions before anyone else. What is the lesson for brands? Don’t treat your Facebook content like your Twitter content, while the vast majority of Twitter users are also on Facebook, they don’t need warmed over content they’ve already seen, they want to hear about innovations and deals before everyone else.

    One-third of brand followers are interacting with brands more this year than last (tweet this)

    As Twitter grows, brands have a great, and growing, opportunity to listen to their promoters and detractors, and respond directly. While the majority of brand followers on Twitter do not engage in two-way conversation with brands—brand followers are engaged, the vast majority follow fewer than 10 brands.

    75% of consumers have never “un-followed” a brand on Twitter (tweet this)

    While “un-following” a brand is as simple as clicking a button, most brand followers are loyal to the brands they follow. This loyalty is no reason not to invest time in your tweets, 67% of brand followers expect unique content from the brands they follow.

    Nearly half of consumers on Twitter have been tweeting less than one year (tweet this)

    Twitter just celebrated its 5th birthday but many users are just diving in now. Once, home primarily to early adopters and those in the tech industry, a significant percentage of Twitter users are very new to the platform. And it’s not just the very young. Twitter’s gaining new ground with older folks as well, a quarter of users over 50 reported tweeting less than once month.

    In short, consumers expect brand presence on Twitter, and they expect more than just recycled Facebook posts. Twitter is a unique medium with its own rules, language, and etiquette, but the opportunity to listen and interact with consumers in your backyard and around the world is priceless.

    describe the image



    Download the full report here.

    Posted by Kristen Garvey. Kristen is CMB’s VP of marketing, a mom of two and is getting ready to hit Orlando for The Market Research Event. You can follow Kristen on Twitter @KristenGarvey

    Topics: social media, Consumer Pulse, brand health and positioning, customer experience and loyalty

    Facebook - The New Recommendation Engine

    Posted by Kristen Garvey

    Thu, Sep 15, 2011

    This week we released a new Consumer Pulse report highlighting 10 Quick Facts You Should Know About Facebook. In collaboration with our friends at Constant Contact, we asked nearly 1,500 Americans over 18 about their Facebook habits. While it may not surprise you that 75% of American adults who go online have used Facebook, how they use the site to connect with companies and brands just Likelihood to recommend on Facebookmight. Here are a few of my favorite facts:

    56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook (tweet this)

    Mark Schmulen @mschmulen, Constant Contact’s GM of social media and I were chatting a lot about this point.  I loved that Mark calls Facebook a “recommendation engine,” I couldn’t agree more. While I would normally think of Yelp and other online review sites, Facebook is playing a big role in today’s social word of mouth and is indeed becoming a recommendation engine. Facebook users are not only creating a more personal relationship with a brand, they’re sharing that relationship with their friends and family.  Brands have the opportunity to deepen and better relationships with consumers even after they’ve gotten their “thumbs up” on Facebook.

    78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands (tweet this)

    Those who choose to fan a brand don’t do it to every brand that catches their eye.  As consumers we tend to like brands we feel connected to and are happy to put our name against. Sure we have all different motivations for liking a brand from discounts and coupons to showing our support, but the good news is for the most part when we like a brand we tend to keep it that way; 76% of Facebook fans say they’ve never “un-liked” a brand.

    45% of consumers said they spend most of their time on Facebook in the newsfeed (tweet this)

    As a marketer I think this is one of the most important points to understand. A key ingredient to successful marketing on Facebook is consistently posting in the newsfeed. The research tells us 77% of those who are fans of a brand spend their time in the newsfeed. This is the opportunity brands have to engage in a two way conversation. Listen to what your fans are saying and contribute to the conversation.

    Tremendous opportunities wait for brands that can provide engaging content and conversations with their fans. The chance to create a base of loyal, influential, and active consumers is too good to pass up for businesses of any size. I’d love to hear how you engage with brands as a Facebook user, and how your company makes its Facebook presence known. 

    Download the full report: 10 Quick Facts You Should Know About Consumer Behavior

    Posted by Kristen Garvey. Kristen is CMB's VP of Marketing, a mom of two and she “likes” of The Wildflower Inn in Vermont because vacationing there was a great experience and she recommends it to friends all the time.

    Topics: social media, Consumer Pulse