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The Quirk’s Events End on a High Note in the Windy City

Phoenix Marketing International was excited to participate in the first ever Chicago Quirk’s Event. The centralized location of the Windy City in the mid-west, coupled with the varied industry presence in the area, made this event a terrific place to showcase and discuss new and emerging trends in the Market Research industry.

Phoenix was honored to once again partner with Comcast to examine how the rapidly changing world is affecting the way research surveys are taken and the impact those changes can have on the information collected. Phoenix’s President of Technology, John Schiela, with Comcast Senior Director Scarlet Wynns and Director Peter Manickas, demonstrated the importance of understanding inherent sample source bias, the art of analyst cleaning and the importance of consistency in question format and implicit vs explicit questioning. They presented findings from our latest Research on Research study that showed why best practices require a combination of automated and human checking for bad respondent elimination. Detailed form factor results included findings on how buttons vs sliders can result in vastly different outcomes, especially when examining NPS scores.

We were also excited to share our findings from an in-depth look into short form advertising and the effect these ads are having on today’s media landscape, which was presented by our very own Jim Berridge. Using data from the Phoenix Brand Effect and AdPi Quickview platforms, we were able to examine how 5-7 second ads have been almost as successful and 15 and 30-second ads, especially when used together in a campaign. However, Berridge advised listeners that while short-form ads can be an effective tool to help drive performance, it is still too soon to tell whether or not they can drive measurable sales impact.

We were also excited to check out some of the other presentations and see what fellow thought leaders in the industry were talking about. Jeff Bander and Gareth Tuck of eye square presented their findings on a very interesting study on in-home eye- and device-tracking, which revealed that, while at home watching TV, viewers spent 31% of the time looking at their smartphones, mostly on social media and messaging apps. This means that, in order to hold viewers’ attention, it’s important to include campaigns across both screens.

This show marked the conclusion of the 2019 Quirk’s Events, and Phoenix is very grateful to have had the opportunity to sponsor and take part in all three events. Between the connections that were made and insights gathered and shared, Quirk’s once again demonstrated the value that these experiences hold in the Market Research industry.

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