{"id":12024,"date":"2015-03-20T08:38:46","date_gmt":"2015-03-20T15:38:46","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=12024"},"modified":"2015-03-20T08:38:46","modified_gmt":"2015-03-20T15:38:46","slug":"ikeas-success-radio-shacks-demise-digital-is-super-important-digital-is-not-super-important-tech-savvy-panelists-thats-this-weeks-fridayfive","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/ikeas-success-radio-shacks-demise-digital-is-super-important-digital-is-not-super-important-tech-savvy-panelists-thats-this-weeks-fridayfive\/","title":{"rendered":"Ikea&#8217;s success; Radio Shack&#8217;s demise; digital is super important; digital is not super important; tech-savvy panelists. That&#8217;s this week&#8217;s #FridayFive!"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-full wp-image-9559\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2014\/05\/friday-five-1temp1.png\" alt=\"FridayFive\" width=\"200\" height=\"131\" \/><br \/>\nFrom Ikea&#8217;s success to Radioshack&#8217;s demise, this week, there were some fascinating gems regarding marketing and market research. Check out this week&#8217;s #FridayFive round-up!<br \/>\n<!--more--><\/p>\n<p><a href=\"http:\/\/fortune.com\/ikea-world-domination\/\" rel=\"nofollow\">How Ikea took over the world<\/a> &#8211; Fortune<\/p>\n<p>Ikea. It&#8217;s iconic. And it&#8217;s everywhere. My personal love of this article stems from the fact that Ikea uses both traditional surveys AND in-person studies to complement the survey research, understanding that surveys alone can paint a skewed picture of reality, while acknowledging their importance in gaining needed information about a market they are about to enter.<\/p>\n<p>Non-Traditional Paid Respondents More Tech-Savvy than Panelists- Research Access<\/p>\n<p>While the fact that non-traditional paid respondents, meaning anyone recruited to take a survey who is NOT a traditional panelist, are more tech-savvy (after all, the non-traditional paid respondents are being recruited outside of the typical email to a panel group), the implications on how they would respond to questions about product use and brand shopping behavior indicates a need to understand bias that can be introduced based on the audience responding to your survey.<\/p>\n<p><a href=\"http:\/\/www.emarketer.com\/m\/Article\/Path-Purchase-Starts-Ends-on-Smartphones-UK-Millennials\/1012212\">Path to Purchase Starts and Ends on Smartphones &#8211; UK Millennials<\/a><\/p>\n<p>I will admit, when I read this, it was the first time I&#8217;d heard the term &#8220;Mcommerce&#8221; (mobile commerce). However, this is another great know-your-audience piece about how various groups are using technology. There has been some buzz in the market research blogs about whether or not needing to focus on making surveys mobile-friendly is critical, but the fact remains: more and more is being done entirely on smartphones.<\/p>\n<p><a href=\"http:\/\/www.greenbookblog.org\/2015\/03\/17\/in-store-mobile-usage-much-ado-about-nothing-again\/\">In-store Mobile Usage: Much Ado About Nothing Again<\/a> &#8211; Greenbook Blog<\/p>\n<p>You know how I said there was some buzz about the focus on going digital? This would be one of those articles. However, there is a major caveat that I&#8217;d like to point out: there are some generalizations about mobile being made based on a study about mobile device usage in grocery stores and mass merchandisers, using studies conducted in 2012 and 2013. I&#8217;m curious if the same types of information about lower mobile usage generally for shopping has been done for other retail markets. If you&#8217;re interested in a synopsis of the study being cited, the synopsis can be found on the Marketing Science Institute list of reports from 2014.<\/p>\n<p><a href=\"http:\/\/www.marketingexperiments.com\/blog\/marketing-insights\/how-radio-shack-lost-sight-of-its-ideal-customer.html\" rel=\"nofollow\">How Radio Shack lost sight of its ideal customer<\/a> &#8211; MarketingExperiments Blog<\/p>\n<p>And we close with part 1 of 3 of a series related to Radio Shack&#8217;s history &#8211; from success to filing for bankruptcy. This first piece focuses on how sticking to a well-defined value proposition can drive everything a company does, and how diluting it can make a company suffer. <a href=\"http:\/\/www.marketingexperiments.com\/blog\/marketing-insights\/radio-shack-value-prop-part-2.html\" rel=\"nofollow\">Part 2<\/a> of this in-depth case study centered around use of a value proposition was recently posted, as well.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>From Ikea&#8217;s success to Radioshack&#8217;s demise, this week, there were some fascinating gems regarding marketing and market research. Check out [&hellip;]<\/p>\n","protected":false},"author":108,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[341,210],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ikea&#039;s success; Radio Shack&#039;s demise; digital is super important; digital is not super important; tech-savvy panelists. That&#039;s this week&#039;s #FridayFive! | QuestionPro<\/title>\n<meta name=\"description\" content=\"From Ikea&#039;s success to Radioshack&#039;s demise, this week, there were some fascinating gems regarding marketing and market research. 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Check out this week&#039;s\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.questionpro.com\/blog\/ikeas-success-radio-shacks-demise-digital-is-super-important-digital-is-not-super-important-tech-savvy-panelists-thats-this-weeks-fridayfive\/\" \/>\n<meta property=\"og:site_name\" content=\"QuestionPro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/questionpro\" \/>\n<meta property=\"article:published_time\" content=\"2015-03-20T15:38:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog1.questionpro.com\/blog\/wp-content\/uploads\/2014\/05\/friday-five-1temp1.png\" \/>\n<meta name=\"author\" content=\"Zontziry (Z) Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@questionpro\" \/>\n<meta name=\"twitter:site\" content=\"@questionpro\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Zontziry (Z) Johnson\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/ikeas-success-radio-shacks-demise-digital-is-super-important-digital-is-not-super-important-tech-savvy-panelists-thats-this-weeks-fridayfive\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/ikeas-success-radio-shacks-demise-digital-is-super-important-digital-is-not-super-important-tech-savvy-panelists-thats-this-weeks-fridayfive\/\"},\"author\":{\"name\":\"Zontziry (Z) Johnson\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/#\/schema\/person\/76d93efd09c3825604f7ca1c5267bd5e\"},\"headline\":\"Ikea&#8217;s success; Radio Shack&#8217;s demise; digital is super important; digital is not super important; tech-savvy panelists. 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