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Megan McManaman

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CMB's Advanced Analytics Team Receives Children's Trust Partnership Award

Posted by Megan McManaman

Wed, Nov 01, 2017

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We're proud to announce that CMB’s VP of Advanced Analytics, Dr. Jay Weiner and Senior Analyst, Liz White, were honored with the Children’s Trust’s Partnership Award. Presented annually, the award recognizes the organizations and people whose work directly impact the organization's mission–stopping child abuse.

Jay and Liz were recognized for their work helping the Children’s Trust identify the messaging that resonated with potential donors and program users. Through two studies leveraging CMB’s emotional impact analysis—EMPACT, Max Diff Scaling, concept testing, self-explicated conjoint, and a highlighter exercise, the CMB team the Children's Trust identify the most appealing and compelling messaging.

“There is no one more deserving of this award than the team at CMB,” said Children’s Trust’s Executive Director, Suzin Bartley. “The messaging guidance CMB provided has been invaluable in helping us realize our mission to prevent child abuse in Massachusetts.”

Giving back to our community is part of our DNA of CMB and we’re honored to support the Children’s Trust’s mission to stop child abuse in Massachusetts. Click here to learn more about how the Children’s Trust provides families with programs and services to help them build the skills and confidence they need to make sure kids have safe and healthy childhoods.

From partnering with the Children’s Trust and volunteering at Boston’s St. Francis House to participating in the Leukemia & Lymphoma Society’s annual Light the Night walk, we have a longstanding commitment to serving our community. Learn more about CMB in the community here.

 

 

Topics: advanced analytics, predictive analytics, Community Involvement

CMB + ABC @ TMRE 2017: Attracting Viewers (& Customers) in the Golden Age of Content

Posted by Megan McManaman

Mon, Oct 23, 2017

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We're less than 24 hours into TMRE 2017 and it has been a whirlwind of sessions and great conversations with researchers and marketers from all over the world. If you're not one of the 1000+ people who've converged on Orlando for one of the biggest market research events in the U.S., don't worry—we won't let you miss out. 

This afternoon, CMB's own Judy Melanson and ABC's Lyndsey Albertson presented an in-depth look at how ABC is building a deep understanding of what drives content discovery and what keeps viewers watching! You don't have to be ABC Disney to know how critical it is to gain traction for new products while navigating a market in flux.  As you navigate your customer journeys, amid seismic shifts, are you asking and answering these 7 critical questions?

  1. What does “new” mean to your consumers; what content, products, and materials can you re-merchandise?
  2. Do you understand how your industry’s disruptors are meeting customer needs?
  3. Are you regularly evaluating your schedules to ensure offerings break through and remain relevant?
  4. How well is your brand’s story connecting with your customers’ emotions?
  5. Are you fully leveraging the power of social to engage?
  6. How are your distribution points ensuring relevance and stickiness?
  7. Have you adapted your product availability to better fit with consumer needs (that may be changing due to competitor offerings)?

Learn more about how we're helping leading brands ask, answer and act on the questions that matter, drop us a note or give us a call:

Contact us!

At TMRE now? Stop by Booth 409 to chat! 

 

Topics: conference recap, digital media and entertainment research, customer journey

CMB Welcomes Kathy Ofsthun as Head of Expanding Qualitative Strategy + Insights Practice

Posted by Megan McManaman

Fri, Sep 16, 2016

We're excited to announce that Kathy Ofsthun has recently returned to CMB as VP of Qualitative Kathy_final_casual_1_of_1-2.pngStrategy + Insights after spending almost 5 years at C Space as VP of Client Services. Kathy is back to head up CMB’s expanding Qualitative practice—growing clients’ businesses by bringing them closer to their customers.

Kathy  brings a wealth of experience and knowledge in qualitative methods, qual/quant synthesis, and creating connections and strategic partnerships. Her deep research expertise was developed through two decades of work with multinational companies, including a year in Shanghai managing the C Space APAC office. Her work has focused on topics as varied as New Product Development, Shopper Insights, Packaging, Brand Positioning, and Segmentation.

 "I’m thrilled to rejoin CMB at this exciting time," Kathy says. "As consumers move into the driver's seat, marketers and innovators need and want to be closer to their customers, understanding who they are, hearing their needs and incorporating their ideas. By including customers in co-creation of new products, communications development and more, brands can either fail faster or adapt and succeed. I look forward to helping clients leverage the voice of the consumer in order to achieve growth.”

Kathy will be headed to MRA's CRC in San Francisco next week, give us a ring, email us, or stop by booth 407 to say hello!

Are you going to CRC and want to get the most out of it? Check out Julie Kurd's blog:  How To Not Flunk the MRA Corporate Researchers Conference

Topics: strategy consulting, qualitative research, Kathy Ofsthun

New Study: Busting Millennial Banking Myths

Posted by Megan McManaman

Thu, Mar 03, 2016

Why does MasterCard want to replace your password with a selfie? How did Venmo become a verb? Why did JPMorgan Chase's CEO fret about Silicon Valley's start-ups to investors last year? Part of the answer lies within the attitudes and needs of that much talked about generation. . .Millennials. As part of our self-funded Consumer Pulse research, CMB partnered with leading venture capital firm Foundation Capital to explore how and why Millennials are helping redefine the banking industry

In this new report, insights include:

  • Millennials are not a homogenous group. We conducted a segmentation of Millennials, revealing five distinct personas with varied brand preferences, attitudes, and behaviors 
  • Most Millennials still use traditional financial products and services. Just over a third of Ambitious Adopters and Financial Futurists—the most forward-looking of the segments—say they’re most open to non-traditional financial services. 
  • Millennials place considerable importance on finance apps and tools. Asked which apps and tools they could not live without, Millennials mention financial tools and apps at the same rate as apps used for texting and messaging.

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 Download the full report here!

Topics: infographic, financial services research, millennials, Consumer Pulse, market strategy and segmentation

Black Friday Is Dead…Long Live Black Friday

Posted by Megan McManaman

Tue, Dec 22, 2015

retail2.pngIf you noticed the annual coverage of Black Friday shoppers seemed somewhat muted this year, you weren’t imagining things. While Cyber Monday sales were the highest since its debut in 2005, Black Friday sales were at their lowest since 2011. We all know how many elves flew (or didn’t) off the shelves, but to learn more about consumer holiday shopping behaviors, we partnered with Research Now for a quick survey of smartphone owners, ages 18 and up. 

Does 2015 mark the end of Black Friday—retail’s highest and holiest holiday? One retailer, REI, even opted out of this year’s Black Friday altogether, though their website did allow shoppers to make purchases online. The 87% of respondents who reported shopping on Black Friday might suggest that its imminent death is exaggerated. But the 81% of those Black Friday shoppers who did at least some of their shopping online suggest the explosion of ecommerce may have circumscribed the usual Black Friday frenzy.   

And then we have mobile—2015 marked the introduction of app-only deals from retail giants Amazon, Walmart, and Target. Of respondents who did shop from their smartphone or tablet, on either Black Friday or Cyber Monday, a full 27% purchased through an app. Still, a Cyber Monday dominated by in-app sales may be a few years away—61% of the Black Friday and Cyber Monday online shoppers used a PC to make their purchases. 

Need further evidence that online shopping and mobile technology are disrupting the traditional holiday shopper customer journey? “Just” 67% of Black Friday deal-seekers said they actually braved a brick and mortar store—this on a day once defined by the in-store experience. Is nothing sacred? 

Megan is CMB’s Senior Product Marketing Manager. She can’t stand Christmas music and was once visited by 3 ghosts. 

Topics: technology research, mobile, retail research, customer journey