The Invoke Blog

The latest from inside Invoke...

Best Practices for More Racially and Ethnically Inclusive Surveys

As thousands occupy the streets to protest police brutality in support of Black Lives Matter, institutions nationwide are taking this opportunity to rethink their approaches to diversity and racial inclusivity. Market research is no exception. For decades, demographic components of surveys have generally tread traditional lines, unconsciously reinforcing the racial status quo. Now is the time to model surveys from the ground-up to create a more inclusive, respectful experience for participants. The Role of Race in...

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[Infographic] Content Consumption During Covid-19

Invoke is conducting a longitudinal study to track how Covid-19 affects spending on streaming services and cable TV. The infographic below was created from the 5th research study. The full report can be downloaded. You can also see the results from prior studies: Report #1 Report #2 Report #3 Report #4 The latest results show that Americans are starting to consider changes to their content providers. They continue to prefer streaming due to its value. They are not ready to...

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What Is Phenomenological Qualitative Research?

Phenomenological approach in qualitative research A phenomenological approach in qualitative research looks at the lived experiences of participants to understand a certain phenomenon. These experiences are generally described through interviews, focus groups, or in-depth surveys. The intention of a phenomenological approach is to find some sort of common ground among all the participant experiences to effectively explain the cause behind said phenomenon. Phenomenological qualitative research design Let’s use the example of a software company that specializes in workplace...

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Survey vs. Questionnaire

“Questionnaire” and “survey” are often used interchangeably, but in the world of market research, they are quite different things. A questionnaire is a series of straightforward questions, while a survey is a collection of data through numerous methods, one of them potentially being a questionnaire. What is a Questionnaire? A questionnaire is simply a tool used to quickly aggregate data through a list of questions sent to participants. Due to its limited scope, a questionnaire isn’t meant...

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What is Movie Trailer Testing?

Promoting a movie requires a massive marketing campaign, from posters to online advertisements. However, movie trailers remain one of the most powerful forms of movie marketing, and provide audiences a crucial first impression of the movie. Movie trailer testing is a way to gauge audience reactions to multiple versions of a movie trailer, better understanding how the trailer is perceived and whether or not it achieves the goal of engaging viewers. How does it work? Traditionally, these...

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