COLLABORATA BLOG

Calling all New Yorkers: Please join us for "The Smarts and Art of Generational Marketing: A Practical Thought-Leadership Event" There’s no doubt America is changing. Generational values are shifting, too. Brands need to understand and get in front of these changes to remain fresh and relevant. “Generation Nation” is a landmark study that reveals the essence of each cohort. It’s the most in-depth generational study ever. Please join us together with other New York City brand and insights professionals for a “reveal” and an interactive discussion about generations and life stages. You’ll also learn how AI technology, advanced analytics, and innovative...
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  Collaborata has the unique privilege to partner with some truly innovative researchers, showcasing their capabilities. Each supplier partner is different. Some bring decades of experience with a strong methodological background, other are startups with proprietary tech-centered on how data is collected and/or analyzed. These researchers have unique audience expertise, positioning themselves leaders in the insights industry..   We’ve decided to highlight some of our partners, in what we’re calling our “Supplier Spotlight Series.”   What’s MDRG’s origin story? MDRG was founded in 1994 by President and Owner Sondra Brown when she had an opportunity to go on her own...
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By Jimmy Zollo   Last week’s Corporate Researchers’ Conference in Orlando shared notable stories of successes and failures, both of which impart meaningful lessons in thinking about how we build on or change how we work in this business. What really stood out for me were the anecdotes about how we can do better as an industry. Thanks to everyone who informed and inspired. Here’s are just four of those anecdotes I overheard:   1."It’s hard to tell a great story. It's hard to find something that is new and insightful. But, it makes all the difference." At every industry...
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Please join our friends at Greenbook, along with us, for a webinar. What: "How to Engage and Sell Today's Corporate Research Buyer" When: Oct 11, 1:00 ET Who: David F. Harris, former Director of Research Methods at GSK, founded Insight & Measurement and provides research, training and speaking to the industry. Why: This webinar draws upon the recently released “Corporate Research Buyers Speak” study, that was led by Dave and funded on Collaborata, along with GreenBook’s client panels, including new insights from the GRIT report. This research reveals what your corporate clients really think about you, and all their suppliers. Fir the first time,...
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The Food and Drug Administration issued a serious warning earlier this month for makers of Juul and other e-cigarettes that produce nicotine-packed products, which are popular with teens. Scott Gottlieb, FDA Commissioner, said in a statement that his agency has seen “clear signs” that use of vaping devices has reached an “epidemic proportion.” Of specific concern are tobacco products flavored to resemble “kid-friendly” foods, the agency said. According to “Generation Nation,” a wide-ranging study of Americans, a significant decline in cigarette use among Gen Z and Millennials needs to be tempered because of the rising popularity of e-cigarettes. According to...
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By Katy Carew, Research Manager, KNow Research KNow Research refines our qualitative intercept interview (QII) approach current intercept interview research methodology to meet the ever-changing needs of our clients. Our goal was not to mimic mall intercepts, but to provide another option, a qualitative conversation, had in situ. These interviews last anywhere from 5-20 minutes (depending on the client’s goals and the amount of the gift card incentive!). They take place anywhere we can get permission to be: clients’ stores, pop-up store fronts, malls, farmer’s markets, festivals, etc. They cover a range of topics and usually include some close-ended and...
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A couple weeks ago, Laura Ingraham’s rant on her Fox News program really pissed some people off. Even though her show is usually bursting with stars, stripes, and plenty of red meat for the base, this one was different. Ingraham stated that, “in some parts of the country, it does seem like the America that we know and love doesn’t exist anymore.” “Massive demographic changes have been foisted upon the American people,” she continued, “and they’re changes that none of us ever voted for and most of us don’t like. From Virginia to California, we see stark examples of how...
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Michael Wood, founder of 747 Insights, leads the team that's behind "Generation Nation." Now in its second year, “Generation Nation" is the most in-depth generational study ever. Michael has been at the forefront of youth and generational research for more than two decades, first at TRU, the firm that contemporized youth insights, and now at 747 Insights. We recently sat down with Michael to learn more about last year's release of "Generation Nation" and what’s in store for later this year.   Is it too early to begin to form a clear picture about Gen Z? Granted, they’re young and still developing...
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How long do you want to live? While the answer to this question may seem aspirational, for those of us who do want to spend as long on earth as possible, there are plenty of things we can do to give us a better shot at living to a ripe old age. Is longevity a goal of yours? Specifically, how important is it for you to reach 100? I’m guessing your initial reaction is something like, “Sure, I’d like to live to be 100, but…” If you’re like most people we’ve spoken with about this question, you’d have some key conditions...
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By Peter Zollo, Collaborata The following insights come from “Corporate Researchers Speak: How to Engage and Sell Us,” the first-ever qualitative deep dive into research clients’ path to purchase. This study, which will be released next month, was conducted by David Harris from Insight & Measurement, together with partners from Aha, Reality Check, and Inqui. The study was successfully funded on Collaborata, where it is now available for purchase.   If you’re like most research suppliers, you think you already “get” how to be help your clients and what matters to them. After all, your company is already successfully serving clients. But,...
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Volumes of research have been written about Millennials, with much more to come as this giant group transforms adulthood. And as of late, Gen Z is having its time in the spotlight. Baby Boomers, many of whom are in the midst of retiring, are also getting plenty of attention from researchers, particularly in the field of aging and longevity. (Sorry Boomers, you're getting old!) But what about Gen X? Why is this generation too often squeezed out of the conversation? It doesn’t help being sandwiched between two large and flashy generations. Paul Taylor and George Gao of Pew recently summarized...
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Based on a wide-ranging quantitative study from “Generation Nation” and other research, here are a few Millennial stereotypes that we’re okay perpetuating, because, well, they’re true.   1. Millennials are full of self-esteem and optimism You better believe they are. Members of the generation that grew up with participation trophies think that they’re pretty great as young adults. Millennials, much more than other generation, feel that their lives are “full of purpose,” which reflects their perceived self-worth. Fully 67% of Millennials believe this to be true, compared to only 53% of Gen Z, 55% of Xers, and 58% of Boomers. Additionally, a higher...
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According to the focus-group participants of “Hacking Longevity,” a new landmark study on aging, many seniors and Boomers are concerned about needing a caregiver, placing the “caregiving burden” on others, or the need to downsize and move out of their home. Those who might receive care in the future did not want to be a burden on their children but yet did not have a plan to cover such a need. And while most seniors acknowledge that their housing situation is a challenge in terms of when, how and where to downsize, one common theme among all generations agreed that they did...
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By Peter Zollo, Collaborata For someone who has spent the last three decades studying and advocating for youth, I’ve been a real fish out of water lately, immersed in learning about the aging population, often referred to as the “Longevity Economy.” And, as someone who for several years now has spent a special part of each day visiting his parents and other residents at a memory-care home, I’ve been personally invested (like so many Boomers) in the quality of my parents’ end of life. So, with that as personal grounding, I’ve embraced my newfound role as a student of this...
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1. Myth: Millennials are anti-corporate hipsters who are unpersuadable by advertising Back in the days of Occupy Wall Street, Millennials poured into the streets to demand that the government fight back against the excesses and corruption of Big Business. Millennials, it appeared, were reacting not only to the Great Recession of 2008, but also to the high value placed within American culture on material possessions. Debates around enacting a maximum wage (while raising the minimum wage) circled around the Occupiers, as they protested against the top 1% and multinational banks and corporations. Of course, not all Millennials occupied Wall Street...
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When that second baby comes along, parents are now pros. They have plenty of experience to help make this time around with a newborn hopefully go a little smoother (or at least with less stress and maybe even more sleep). It’s also a bit less exciting for parents. As the youngest in my family, I used to flip through pages and pages of baby pictures of my older brother and sister, and wonder why there were so few of me lying around. Obviously, I was just as cute as them. But with three kids four and under, my parents didn’t...
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CHICAGO, March 12, 2018 – Collaborata, a Chicago-based startup that is transforming how market research is bought and sold, has announced the hiring of industry veteran Scott Rencher as Vice President of Sales and Business Development. Mr. Rencher will lead client outreach for both Collaborata’s syndicated and custom divisions. He spent 17 years at Euromonitor, where he opened and directed their Latin America office based in Santiago, Chile. Prior to that, he served as Euromonitor’s Director of North American Sales. Most recently, he was Director of Sales at InfoScout, based in Chicago. “We’re excited that Scott is joining the team. He has...
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Over the last few weeks, there’s been a wave of attention given to Gen Z, a group that’s between 2 and 19 years of age. As students from Parkland continue to impress on cable news and at marches across the country, more Americans are wondering just who is Gen Z and how are they different from Millennials. Simply answered, Gen Z is very different. And these are not just life-stage differences. These are generational divisions, borne out of changes in tech, politics, and a culture that has become more connected, open, and accepting. Based on “Generation Nation,” a groundbreaking study by 747 Insights in...
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As the trend toward online shopping continues at the peril of brick-and-mortar, certain categories, such as baby products, find consumers using both online and offline shopping to get the best deal and the right-for-them product. In a recent global survey conducted by market-research firm Trybe of 22,582 parents or expectant parents, we learned a tremendous amount around how, where, and why parents choose specific products for their children. Most American parents (71%) want to see and try the product in a way that’s too limiting to do so online. They want to test the products, to confirm or debunk the...
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By Ben Graham, Collaborata In the aftermath of the shooting at Marjory Stoneman Douglass High School, the country was officially introduced to Gen Z. Rarely have victims, en masse, organized so quickly, articulately, and (dare I say at this early juncture) successfully. Their passionate and fearless pleas for gun control spoken on cable news, in rallies, on social media, and directly to Florida lawmakers and even President Trump, make this time seem different. The grieving parents of Newtown were unable to persuade enough in Congress to pass meaningful gun legislation. So why might these high-school students, most of whom can’t...
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By Jimmy Zollo, Collaborata This post was originally featured on the Greenbook Blog. Collaborata is reinventing syndicated research, by bringing the sharing economy to our industry. We've asked Collaborata to showcase projects here they're currently featuring.   Collaborata Featured Project #1 “Changing Channels: The Impact of Fake News on Audiences” Purpose: To learn whether and how Americans discern and care about the objectivity or bias of the news they consume. To understand the impact of “fake news” on political and social attitudes. Pitch: We can all agree that it’s critical to understand how fake news is being consumed and how to educate...
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What does it mean to be old? And, how old is old? Is there an age that, when crossed, signifies that we have officially entered into that lifestage? Preliminary qualitative learnings from “Hacking Longevity,” a new landmark study, suggest that there is no single age that reflects old age. In fact, most people who you consider old, don’t feel old at all. Respondents rejected the idea that old was defined by a specific age, although they recognized that, the older they were, the farther out they perceived “old age.” Gen X respondents contended that being old happens around age 75. Boomers, many of whom are already in their 70s, peg...
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Brick-and-mortar stores are heading to the obsolescence trash-heap, living out their days alongside our old phone booths and arcades while online retail takes hold of the future of shopping. This doom-and-gloom must mean that people prefer shop online. Right? Not so quick. But there is still hope for retailers. Young people in particular value experiences over material possessions, and many still see shopping as that experiential activity, according to “Generation Nation,” a study available on Collaborata. Every single generation measured (Boomers, Xers, Millennials, Gen Z) in the study preferred to shop at a physical store instead of online. In fact, Gen Z (67%)...
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By Jimmy Zollo, Collaborata If you’ve been following Collaborata, you’ve seen that we’re on our way to reinventing syndicated research through cost-sharing. We’re currently offering more than 30 multi-client projects that fill real business needs while stretching budgets through cost-sharing. But, a funny thing happened on our way to changing the syndicated research model: You showed us that there’s also a role for Collaborata to play in custom research, by taking the pain out of the RFP process. So, we’re thrilled to introduce you to Collaborata’s new Custom Concierge Service, which:   Gets you competitive bids from two or more qualified...
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We’ve all seen the “Hot Toy Lists” many top toy retailers post this time of year. And, of course, adults often scamper to buy up the top toys in the days leading up to Christmas. Finally, there’s a list that comes from kids themselves. And according to The Kringle Report, the big-three brands for this season will be Lego, Barbie, and Hatchimals. “Instead of asking adults and so-called experts what toys kids want, we are directly asking the kids,” said Cory Schwartz, president of ConsumerQuest, the research firm behind The Kringle Report. “Our research reflects what kids want for the holidays in...
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This post was originally featured on the Greenbook blog. We actually did it. With the support of 10 forward-thinking research providers, we’ve successfully funded“Corporate Researchers Speak: How to Engage & Sell Us.” It wasn’t easy. Which is a bit ironic. A funny thing happened on the way to achieving our funding goal. We learned who really believes in research. And, were we surprised. Think about it. We’ve been asking research suppliers to actually buy research themselves: a qualitative study that will be the first to reveal how corporate clients want to be sold to by insights providers. Of course, we all have clients who...
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CHICAGO, October 31st, 2017 – Two months before Christmas, Hatchimals has pulled even with Barbie as the most-requested toy among girls, while LEGO continues to dominate boys’ holiday wish lists. Based on the second wave of data from the wish list tracking study The Kringle Report™, these brands now top the list of what kids age 5-11 say they want for the upcoming holiday season. Market-research firm ConsumerQuest, Inc. is behind The Kringle Report, which is the first study to track kids’ holiday wish lists on an unaided ongoing basis. “The October report found that more girls requesting a Barbie doll or playset...
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This post was originally posted on the Greenbook Blog. Collaborata Featured Project: “Hacking Longevity: A Three-Generation Perspective on Living to 100-Plus” Context: Fundamental shifts are transforming the older life stages of each generation of Americans, but the effects are largely reported only anecdotally. This study will bring to light the implications of increased longevity on three generational cohorts in the second half of life. Pitch: To date, increased longevity has been treated as conceptual and aspirational, as in “What will you do with 30 extra years?” Most of what we know about this expansion is anecdotal, even though we see and are experiencing...
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So, here’s a novel concept: researchers investing in research themselves. Think about it. If you, as a research seller, were to actually purchase a research study yourself, what would be the focus of that study? Would it be how the industry is trending in terms of the types of new technologies and designs that are gaining traction and solving today’s problems? That’s a logical focus.  But, that’s essentially what we already cover in great detail with the GRIT Report. So, my guess would be the research that you’d be willing to invest in would need to be tied to revenue....
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Chicago, IL, September 12, 2017 – With certainty of change its premise, 747 Insights today released “Generation Nation: Values and Attitudes,” a far-reaching inaugural study intended to help businesses, associations and non-profit organizations make more meaningful connections with Generation Z (born 1998 or later), Millennials (1981 – 1997), Generation X (1965 – 1980) and Baby Boomers (1946 – 1964). Despite many cross-generational themes, the study found significant disparity when it comes to the notion of American exceptionalism.  Only 15% of Gen Z and 18% of Millennials consider themselves “patriotic,” compared to 27% of Xers and 42% of Boomers. Similarly, less than a third...
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This post was originally featured on The Greenbook Blog.   The Kringle Report: Kids’ Holiday Wishlists Quantified” (Separate Boys’ and Girls’ Editions)   Purpose: To provide the first-ever holiday wish-list tracker quantifying kids’ awareness and purchase interest in toys and games. These wish lists will be augmented by parent interviews to capture the power of “the nudge factor.” Pitch: Each year as fall approaches, toy and game companies make bets as to what will be on kids’ holiday wish lists, often with only intuition and retailer reaction to guide them. “The Kringle Report” offers a never-before-available look at kids’ wish lists, starting in...
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CHICAGO – August 9 – The next hot toys of the holiday season are arriving and soon marketers will have a new tool to help them deliver and promote what kids really want, thanks to a new offering from LA-based market-research firm ConsumerQuest. “The Kringle Report™,” the first research study to track kids’ holiday wish lists on an ongoing basis, debuts this fall and is offered exclusively on Collaborata, an online market-research marketplace. The study offers an ongoing, inside look at the toys and games kids say they want -- in their own words.   "Toy manufacturers and retailers have had...
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Do marketing-research and insights suppliers really understand the life of corporate research buyers? Do sellers of research have the requisite deep insights they need into clients’ unmet needs and what moves buyers to engage and hire a new vendor? Are there different segments of buyers that are looking for different benefits? How are the dynamics changing given the advent of DIY tools, new technologies, social media, and the overall shifting landscapes in the marketplace? If the marketing-research and insights industry were our client and came to us to improve sales, guide new product development, or just about anything else, what...
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Give 10%, Get 10%
August 23, 2017
We’re thrilled to announce an exciting update to our “Refer-a-Friend” program! Effective immediately, if you refer a Collaborata project, both you and your friend get 10%. What does that mean? For any Collaborata project you refer to someone in your professional network, your friend will receive a 10% discount. And, you’ll receive 10% of your friend’s spend when the project successfully funds. That’s what we mean by “Give 10, Get 10”! How does it work? Browse our list of current projects. If there’s one or more that may be of interest to someone within your professional network, simply click the purple “Refer This...
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CHICAGO, July 19, 2017 – Collaborata, the digital marketplace that brings research buyers together to share project costs, has named Stakeholder Advisory Services Managing Partner Jeffrey Resnick and Quester President Tim Hoskins as Strategic Advisors to its board of directors. Collaborata is the first platform that connects market researchers to share project results and costs, bringing the sharing economy to the insights industry. The company’s co-founders are former TRU CEO and founder Peter Zollo and Jimmy Zollo, an early employee for tech “unicorn” grubHub, where he developed new markets. Resnick previously served in a variety of executive positions for ORC International including President of its US...
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Latest Generational Analyses of Post-Obama Americans Scheduled for July 19   CHICAGO – July 10 – The number of Americans who think America is the greatest country in the world is rising—if they were born before 1980. Roughly 70 percent of baby boomers and Gen Xers rank the U.S. as No. 1, but the number of millennials and Gen Zers who agree is much lower and dropping. These and more data points, insights, and implications from Collaborata’s “Generation Nation: Values and Attitudes” project will be discussed in a webinar on July 19 at 12 p.m. EST. Based on a recently fielded study...
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Collaborata is the first platform that crowd-funds research, saving clients upwards of 90% on each project. We’ve asked Collaborata to feature projects they are currently funding on a biweekly basis. Editor’s Note: This was article was originally published on The Greenbook Blog.   Collaborata Featured Project #1: “Generation Nation: Redefining America’s Boomers, Xers, Millennials & Gen Z” Purpose: To provide fresh insights on the real differences and commonalities in post-Obama America among Boomers, Xers, Millennials, and Gen Z with which to equip brands to deeply connect to any or all of these generations. Pitch: Here’s the one thing everybody can agree about Millennials: They’re a...
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Undoubtedly my favorite measure from my time at TRU was a particularly strategic one, which we called “Age Aspiration.” Many years ago, I attended a teen marketing conference. The speaker, herself a renowned youth expert, explained how 12-year-olds want to be 14; 14-year-olds want to be 16; and 16-year-olds want to be 18. I thought that made logical sense. But, I also knew that teen attitudes were anything but logical. So, in our next wave of The TRU Study, we posed this question: “If you could be any age right now, how old would you be?” The results proved to...
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Collaborata is the first cost-sharing research platform, saving stretching clients’ budgets by savings upwards of 90% on each project. We’ve asked Collaborata to feature projects they are currently funding on a biweekly basis. Editor’s Note: This was article was originally published on The Greenbook Blog.  Collaborata Featured Project #1: “Pushing Past Stereotypes: Understanding the Plus-Size Woman and How to Better Connect with Her” Purpose: Plus-size women are often misunderstood, underserved, and overlooked. Until now. This research will provide a rich understanding of the psyche and behaviors of this critical audience. Pitch: Women’s clothing brands and retailers have a problem. Some 65% of American women are...
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Ron Halverson’s Oak Park, Illinois-based strategic research agency Halverson Group has developed Jobs to Be Won™, an approach to business strategy rooted in understanding people's motivations for taking action (or the “jobs” in their lives that propel them to seek solutions). Ron and his team will be bringing much of this thinking to their new Collaborata study, “Politics and Purchase Power: Do People Really Put Their Money Where Their Party Is?”   Q: Coming off the women’s march and news of Trump endorsements and boycott lists—as well as brands’ reactions to Trump’s executive orders—making headlines every day, this study couldn’t...
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This article was orginally published on The Greenbook Blog.  Editor’s Note: GreenBook remains steadfast in our commitment to grow the industry through innovation. One newly featured projects is unique in its critical relevance to virtually all consumer brands, as it aims to reframe how marketers and researchers should think about generations, based upon the changing times. Millennials have been in the spotlight almost since the day they were born. As a nation, we’ve watched them grow up with admiration, adoration, and perhaps even a touch of resentment. Early on, they were referred to as the next “Great Generation.” And, as predicted, they’ve...
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This article was orginally published on The Greenbook Blog. Welcome to our next post featuring two insights projects currently offered on Collaborata, the market-research marketplace. Greenbook is happy to support a platform whose mission is to fund more research.  We believe in the idea of connecting clients and research providers to co-sponsor projects. We invite you to Collaborate!   Collaborata Featured Project #1: “What Really Happens in the Produce Aisle: Mobile Shop-alongs” Purpose: This study will uncover true “in-the-moment” purchase decisions made in the produce aisle. You’ll learn the degree to which price and promotions, organic, non-GMO, appearance, displays or other variables...
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In these days of omnipresent data, Netflix, one of the world’s most tech-forward companies, is an outlier. Because Netflix does not sell advertising, it’s able to keep viewership data private, which would provide tremendous insight to competitors and content producers alike. So, Netflix has successfully remained a “data black hole,” ensuring that there would be no Nielsen-style ratings that would offer others competitive intelligence. For years now, Netflix competitors, partners, and content producers have been forced to make key decisions without viewership data and insights. But now, thanks to Luth Research’s proprietary ZQ Intelligence™ technology, Netflix viewership data is finally...
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This article was orginally published on The Greenbook Blog. Welcome to our third post featuring two projects currently offered on Collaborata, the market-research marketplace. Like Collaborata, we believe in the idea of connecting clients and research providers to co-sponsor projects. We invite you to Collaborate!   Collaborata Featured Project #1: “Understanding YouTube: Passive Data Tells the Real Story” Purpose: This groundbreaking research – made possible via passive data-collection technology – reveals who’s watching YouTube, how they’re watching, and what specifically they’re watching. These insights will empower brands and media companies to determine content preferences, audience profiling, marketing tactics, and creative strategies. The...
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There’s nothing we like more than feedback. Not a surprising statement, we know, from fellow researchers. Over the last couple of months, we’ve sought lots of feedbackto inform how we continue to shape and expand our solutions -- to assure we’re solving clients’ real problems in meaningful, smart ways.   So, as we move out of our beta phase, we came away with two key insights based on your comments: Collaborata fills an important need and solves a significant problem in a unique, creative way. Collaborata should be able to solve that problem in even more ways, offering greater flexibility to...
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By Jacob Morgan, best-selling author, keynote speaker, futurist, and co-founder of The Future of Work Community. What do you see as some of the biggest challenges facing businesses over the next decade? What business practices have been engrained in our culture that have recently become out of date?  I see big challenges in attracting and retaining talent, innovation, adapting to changes in technology, dealing with the coming skills gap, and just evolving to keep pace with how the workplace is changing. There are many workplace practices that are out of date including the annual performance review, engagement surveys, working 9-5...
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This article was orginally published on The Greenbook Blog. Collaborata is the first platform that crowd-funds research, saving clients upwards of 90% on each project. We’ve asked Collaborata to feature two projects that are currently funding on a biweekly basis.   Collaborata Featured Project #1: “Vets & Pets: The Influence Veterinarians Have on What Today’s Consumers Are Spending on Their Pets” Purpose: This study will quantify the influence veterinarians have on what dog and cat owners buy for their pets and how to better engage vets for your brand’s benefit. This research will assess how the pet owner-vet dynamic plays out...
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Collaborata interview with Jane Buckingham: Renown speaker, author, trend expert, Trendera CEO  You’ve had a career spanning advertising, research, and publishing, always with a focus on generational insights. As businesses are increasingly working on understanding how to appeal to different cohorts, what encouragement and “watch-outs” would you offer brands as they develop their own generational insights? Well, I think that any insights are better than no insights! People say you shouldn’t use your own kids as a focus group, which of course is a “watch-out,” but I think it’s good to always be looking and thinking about how the generations might be...
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Projects of the Week
September 24, 2016
This article originally appeared on the Greenbook Blog.   Greenbook editor's note:  How many startups in our industry have as their mission to literally grow the industry by funding more research? That’s what’s drives Collaborata, the first platform that crowd-funds research, saving clients upwards of 90% on each project.  Because we believe not only in Collaborata’s mission, but also the idea of connecting clients and suppliers to collaborate on projects (thereby reducing redundancy!), we’ve asked Collaborata to feature two projects that are currently funding on a biweekly basis. So, without further ado, here are this issue’s two featured projects:   At...
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By John Gerzema, New York Times Best-Selling Author/Social Strategist. Fellow at the Athena Center for Leadership at Barnard. Advocate for Women & Girls: The U.N. Girl Up Campaign You write about generational changes both in terms of how businesses operate and how consumers interact with these businesses. What are some of the key changes that you see in successful business leadership based on these generational traits? We began to see the rise of mindful consumption as portrayed in our book, Spend Shift, in 2008. It came out right after the financial crisis and our data showed that people were searching for meaning...
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he original version of this paper was posted in the Greenbook Blog The “sharing economy,” also known as the “collaborative economy,” is rapidly spreading across key industries with tremendous success. Even more sectors are poised for leveraging “sharing” to catapult growth. Some of the most prominent of the sharing brands have quickly become household names, including Uber, Airbnb, Spotify, and Kickstarter, as they harness the Internet to connect like-minded partners and customers, while driving down costs. There are now – count ‘em! — 17 companies with revenues in excess of $1 billion that operate within the realm of the sharing economy, employing more...
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Collaborata Interview with Kristin Luck, Growth Strategist / Board Advisor   Everybody talks about innovation. Where do you see real innovation coming from in marketing research over the next one to three years?  I’ve been pretty outspoken that I’m concerned about the lack of innovation coming from within the industry, but there does seem to be a marked increase in innovation coming from outside firms that are realizing the massive opportunity that marketing measurement represents. That said, I’m inspired by companies like Lieberman Research Worldwide, who has effectively pushed VR into the industry, as well as firms like Kantar that are...
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By Peter Zollo Co-Founder, Collaborata A conference about insights and innovation. As one who’s just returning to the industry after a three -year hiatus, I was beyond impressed with the imagination and ingenuity on display at Greenbook’s IIeX in Atlanta. But, what most excited me was the energy; I admit this was a bit unexpected -- 800-plus insights professionals from all over the globe and from all sides of the business collaboratingon how to advance the profession. Collaboratio n, of course, is what our startup is about. For us, the conference was an opportunity to learn and share. We were thrilled...
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Collaborata Interview with Collaboration Expert Evan Rosen What is your definition of collaboration? How do you see the ideas of collaboration and culture intertwined? I define collaboration as working together to create value while sharing virtual or physical space. It’s all about value creation, because if we’re not creating value, what’s the point Collaboration and cultur are inextricably linked in that if the culture part is missing, collaboration is dead on arrival. Tools and technologies never create collaboration. Culture creates collaboration. We can have the best collaborative tools at our disposal, but to get the most from these tools, we...
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Why, in your right mind, would you consider collaborating with the very organizations with whom you’re competing? The answer: because doing so can help you win. Let me explain.   We all know that research funding is tight in these days of zero-based budgeting. Corporate researchers and suppliers alike are asked to do more with less. As a result, too many important research projects don’t make the budget. And, often, it’s those special projects -- whose results lead to the type of transformative insights that can help grow your brand and business -- that don’t get funded. This is the problem...
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