Talk Shoppe

See you in Miami next month? 🌴 We're excited to share that Talk Shoppe will be at IIEX LATAM, the annual event designed for brand leaders and the insights community to understand and succeed in the Latin American consumer market. Our Head of Growth & Learning, Tal Oren, will be a speaker at the event sharing fresh and thought-provoking insights about Hispanic identity and labels in his presentation "To Latinx or Not to Latinx: The Roles of Self-Identity & Context" - it's going to be a good one! Tal will be joined at the event by 2024 Greenbook Future List Finalist and Senior Research Manager Mariana A., as well as by Research Director Alessandra Feio Tobin. We're so pumped and proud to have this group of superstars representing our entire team at the event. If you're planning to be there, let us know - would love to connect and chat! Learn more about IIEX LATAM: https://lnkd.in/ez4ayPpn #IIEXLATAM #FutureofInsights #Miami #Hispanic #Identity

Social desirability bias describes people's tendency to want to come across more favorably in research scenarios, based on what's socially valued. In other words, we feel the need to answer questions and present hypotheticals that make us seem more virtuous than we really are. This usually takes the form of over-reporting "good behavior" and under-reporting "bad behavior". Sustainability is a great example of how the social desirability bias can shape our answers in a survey. People will likely overstate their eco-friendly attitudes and actions to appear more virtuous, especially if they are younger, as sustainability has very positive connotations in today's society. Examples of how this bias may manifest in consumer research or marketing: 1️⃣ People may underreport the consumption of indulgent or unhealthy products in surveys, as they seek to conform to societal norms related to health-conscious behavior 2️⃣ People may express a preference for socially responsible brands in surveys, even if their purchasing decisions are more influenced by other factors, such as price or convenience 3️⃣ People may understate their interest in celebrity endorsements, influencer marketing, or popular trends, as a desire to be perceived as independently minded or immune to external influences #wednesdaywisdom #consumerinsights #marketing #research #consumerpsychology #cognitivebias #humanbehavior #society #desire

Our Head of Growth & Learning, Tal Oren, spent his sabbatical last month watching a lot of soccer. And now he has some thoughts. In his most recent Talk Shoppe blog post, "A Sea of Sameness in Soccer Sponsorships", Tal muses on the beautiful game and brands. He goes down memory lane and reminisces on how there used to be a more exciting diversity in kit suppliers and sponsors; makes sense of how three powerful global brands overtook the soccer world, leaving smaller national brands in their wake; and reflects on how all these changes impact fans’ perceptions and emotions (for better and for worse). But this blog post is not just for soccer fans or sports brands. It’s a good reminder for all marketers of how the global and local intermingle in an increasingly globalized world, and how crucial it is to balance global appeal with local authenticity. Check out the full post here ⤵ https://lnkd.in/gXT3Euis  

We are so excited to be featured in Quirk's Media latest issue, as part of their Faces of Market Research! 🤩 We're so darn proud of our entire team, the work they do, and our philosophy to working with clients. If you've ever worked with us, you know that we believe that tailored approaches, thoughtful analysis, and an obsession with details is the real foundation of successful research. We truly love connecting brands and people, uncovering human truths, and being true partners to our clients every step of the way. Check out our fearless leaders, CEO Liana Morgado and Managing Partner Ruth Behr, in the magazine below 🙌 https://lnkd.in/e3k5y43F

Projection bias describes people's tendency to overestimate how much their future selves will share the same beliefs, values, and behaviors as their current selves. In other words, we see ourselves in our crystal balls as we are right now. And more likely than not, we will not be the exact same when the time actually comes. This bias is relevant to consumer research because the methodologies are based in part on the idea that people can successfully project themselves in the future, that what they say and do currently somewhat reflects longer-term preferences and beliefs. But if people overestimate their ability to do this, then it means that their projection is not as insightful and actionable in the long-term as we may like. Here are three ways to mitigate this bias in research: 1️⃣ Frame questions in a way that prompts participants to recall specific behaviors or experiences rather than hypothetical scenarios. This helps ground responses in real actions, minimizing the influence of projection bias. 2️⃣ Compare, whenever possible, people's planned actions to their actual actions. By comparing the two we can see where the largest gaps are, and therefore what types of actions may be more influenced by the projection bias. 3️⃣ Implement longitudinal studies that track individuals over an extended period. By collecting data at multiple points in time, researchers can observe and analyze changes in beliefs, values, and behaviors, helping to mitigate the impact of projection bias. #wednesdaywisdom #consumerinsights #marketing #research #consumerpsychology #cognitivebias #humanbehavior #projection

Curious about the kind of work we do here at Talk Shoppe? 🤔 Check out this short case study on how we partnered with a social media platform to measure what drives user engagement...including the emotions and feelings users may not be fully aware of. We did an online community, in-depth interviews, and an online survey with our Implicit Emotions Association Test (IEAT), which uncovers the subconscious emotions felt towards social media platforms. Our white paper-style deliverable laddered up insights to define the social platform in terms of emotional benefits, not just features, and painted a clear picture of its uniqueness and differentiation versus other platforms. Visit www.letstalkshoppe.com to learn more about our work and what we can do for you. #marketresearch #consumerinsights #qualitative #quantitative #onlinecommunity #survey #implicitassociations #emotions #socialmedia

Pro-innovation bias describes people's tendency to favor the newest thing. This bias is also known as the appeal to novelty, a fallacy in which one claims that an idea or technology is good or superior precisely because it is new and modern. Examples of how this bias may manifest in consumer research or marketing: 1️⃣ People may show a preference for products labeled as "innovative" or "new and improved," even if the actual changes are minor, driven by the desire to be associated with the latest trends 2️⃣ People may exhibit a preference for companies that frequently release new products, associating innovation with a commitment to excellence and staying ahead of the competition 3️⃣ People may express a higher likelihood of trying novel services or experiences, assuming that innovation equates to a better, more enjoyable customer experience #wednesdaywisdom #consumerinsights #marketing #research #consumerpsychology #cognitivebias #humanbehavior #innovation

Our Senior Research Manager, and 2024 Greenbook Future List Honoree, Joyce Chuinkam, was invited to the Greenbook podcast to discuss her diverse background and experiences in market research. Joyce shared the personal journey that got her to research, delved into the importance of authenticity in brand messaging, especially for minority groups and GenZ, and explored the challenges and nuances of conducting global research. We're proud to see our people featured on such a distinguished platform - give her episode a listen below! 🎧 https://lnkd.in/gMwnQf76

Declinism describes people's tendency to believe that things only get worse. In other words, we typically harbor negative feelings about the overall state of a country, society, or institution, with the view that it is in decline or getting worse. Negativity bias and rosy retrospection - two biases we've already explored in this series - play into the feeling of declinism. Our minds are engineered to be more cognizant of negative news and to remember the past more fondly than it actually was. So our knee-jerk sentiment is to believe that everything must be getting worse, even when confronted with evidence to the contrary. Examples of how this bias may manifest in consumer research or marketing: 1️⃣ People may perceive a brand or product from the past as superior solely due to nostalgia, overlooking advancements and improvements in newer offerings 2️⃣ People may express a preference for traditional or handmade products, assuming that modern manufacturing processes lead to a decline in quality or craftsmanship 3️⃣ People may prefer older advertising styles, assuming that contemporary marketing approaches signal a decline in creativity or authenticity #wednesdaywisdom #consumerinsights #marketing #research #consumerpsychology #cognitivebias #humanbehavior #decline

As we began emerging from the Covid era, we shared a blog by Joyce Chuinkam, where she interviewed 21 Millennials and Gen Z’ers about their experiences moving to new cities and making real friends over the past five years. Now, several years later, Joyce is back with an updated post-pandemic perspective on forming friendships. https://lnkd.in/ga525RXz