As this challenging year comes to a close, our editorial team at EyeSee sat down to share their favorite content: blogs, webinars, case studies, and videos created and widely disseminated in 2020!
Webinars
Moving behavioral research online | The next 6 months
As the pandemic reared its head in March, everyone had to grapple with the new circumstances, and we saw genuine attempts of people trying to help each other in the crisis. We decided to call on consumer behavior experts from different industries to try to figure out, together, in real-time, the necessary steps and strategies in moving behavioral research online for the time being – or for good. It was one of our most attended webinars of the year, which gathered advice from clients such as Colgate-Palmolive, Energizer and Anheuser-Busch, EyeSee’s CEO, and Insight experts in addressing this topic, which will reverberate into 2021, too. Revisit all the actionable tactics in the webinar recording here.
Advance Consumer healthcare packaging with FMCG know-how
Many of the world’s biggest companies spent the past few years eyeing a burgeoning field at the crossroads of FMCG and healthcare. 2020 made it clear that the consumer healthcare industry is bound to become even more prominent as more and more people, spurred by the COVID-19 crisis, take health into their own hands. The competition is fierce, and all the players are outstanding in marketing their products – meaning the space for potential mistakes is very narrow, if nonexistent. That means they need to work with researchers who have deep and industry-specific know-how. We were glad to hear one of our consumer healthcare experts examine packaging trends in this advice-packed webinar.
Case studies
EyeSee x Twitter | Gender in sports ads: How (non)traditional roles affect brand equity
Although the 2020 Olympics got postponed, we were happy to shed light on female representation in sports ads with our partners from Twitter at an online conference this summer. The topic of (non)traditional gender roles is a pressing one, and advertising representation has the power to shape our perception of this cultural issue, so we were thrilled with the opportunity to work on such a project. Even more so, we were honored to have our work crowned with the Advertising research award at this year’s Quirk’s awards. Read how female-led ads impact behavioral, brand and shopping KPIs throughout the funnel in this extensive and cutting-edge research project.
Should brands be talking about COVID and BLM? #InstagramStudy
This tumultuous year brought along a culmination of a long-standing social issue that erupted in the BLM movement. We believe that understanding communication about social topics was pivotal, so we embarked on a task to see how different brand communication affects brand equity, how they build trust and serve their communities. We used the unique perspective of behavioral methods to analyze how people really react, what they trust, what types of images are unrelatable, and which posts are useful. Get the full case study conducted on posts from 6 industries on BLM, COVID-19, promotions, or seasonal communication.
Blogs
Conducting research in times of crisis
Olivier Tilleuil provided two practical, usable, and feet-on-the-ground approaches to running research in the time of shaken consumer sentiment – when everyone was unsure just which road to take to understanding consumers. This blog was one of our most-read pieces, both on our website and the two most respected MR media outposts, Quirk’s and Greenbook blog, and deservedly so.
Post-COVID CPG shopping: The new “normals” are not so obvious
As the initial shockwaves subsided, and predictions about the “new normal” pop up left and right, we took a different attitude – letting go of all assumptions and approaching behavioral trends to understand that consumer behavior is not black and white but greyish for the most part. Overconfident assumptions too often simplify complex habits, so timely research is critical in gaining a real picture of the subject. We selected this blog as it shows just how wrong some of these predictions can be and juxtaposes each confident prediction with a directly contradicting opposing behavior.
E-book
2021 guide to behavioral research
Our final pick for the end of the year is our annual guide to consumer behavior trends: all the shopper, advertising, digital, and strategy insights we collected over the year, packed in a handy e-book format.
