Welcome to the Edentify blog

Here are some thoughts, ideas and insights from the Edentify team we post from time to time.

An insight into insights

An insight into insights

  • January 16, 2020

One of the most commonly heard words in marketing today is “insight”. We all want one, we sift through enormous quantities of data to find one. But the term is misused so often that it has lost meaning. So what is an insight? The best way to think of an insight is that it provides an...

The Generation Gap that Divides Australia

The Generation Gap that Divides Australia

  • December 11, 2019

The term “generation gap” is sometimes a cliché, however new research conducted here at Edentify shows that not only is the generation gap alive and well, it also goes a long way to explaining the division and conflict in social and political discussions today. The Edentify...

Make the most of your customer database

Make the most of your customer database

  • October 29, 2019

Customer centricity has become a necessary strategy for many businesses, particularly for those operating in service industries. Even beyond this, whether it’s FMCG, automotive, travel, or retail, more and more of our clients are looking to understand and focus on the needs of their...

Mobile phones at school

Mobile phones at school

  • August 29, 2019

A hot topic in the media is the banning of mobile phones in schools around different states within Australia. The Edentify team wanted to gather the thoughts of our knowledgeable and diverse Caféstudy community in order to determine whether there are reasonable grounds to impose such a ban...

What makes a home?

What makes a home?

  • July 16, 2019

A recent study released by IKEA revealed that homes don't always feel like home, and some people reported feeling more at home in their cars. With companies around Australia offering more and more products to make our homes look, feel and function better, we wanted to know what it is that makes a...

What makes a brand?

What makes a brand?

  • March 26, 2019

For a number of years, Edentify has been asking new members of our Caféstudy research community about their favourite brands. This has given us a fascinating insight into the brands that people can really relate to. When we looked at the results recently, we saw a clear list of the top 10...

What people are doing day to day to address climate change

What people are doing day to day to address climate change

  • March 26, 2019

Recently we asked our Caféstudy members to discuss one of the biggest topics around: climate change. In particular, we wanted to know what people are doing day to day to help address the climate change issue. This prompted a huge response with some surprising revelations. What is clear is...

AI in Research

AI in Research

  • November 02, 2018

At Edentify we're always on the lookout for ways to do research better. We know from experience that some of our richest insights come when people are given the opportunity to express themselves, either through their own written words or through images. These types of responses provide a deeper...

Drawing out insights

Drawing out insights

  • November 02, 2018

As with many professions, there is a lot more to conducting qualitative research than meets the eye. While on the surface it can appear as a simple question-and-answer, getting deep insight often requires more than simply asking questions. The challenge lies in trying to go beyond what people...

Not all samples are created equal

Not all samples are created equal

  • April 23, 2018

One of the most important assets of a market researcher is the people that are used for research. Whether they are quantitative survey respondents or qualitative participants, research will fail if the people and responses are not of the highest quality. Yet this is one area where much of the...

The only trend you need to know this year

The only trend you need to know this year

  • April 23, 2018

At the start of this year, as in most years, I was inundated with trends for the coming year. While they always make for interesting reading, this year there is one trend more important and more dramatic than anything we have seen for years, and one that is already changing the way consumers...

Where do Australians want to travel?

Where do Australians want to travel?

  • February 28, 2018

With the holiday season drawing to an end, the Edentify team is already thinking about our next holiday. Looking for inspiration, we have checked in with our Caféstudy community and asked them to describe their ideal holiday destinations, if cost was no issue. This is one of the most...

Archetypes for brand building

Archetypes for brand building

  • November 14, 2017

Often our clients come to us when they are looking to understand how to position their brand. There are many ways to approach this, and one of our favourites is using brand archetypes. The theory behind brand archetypes is simple. It takes the 12 archetypes similar to those developed by Carl...

Is a branded research community right for you?

Is a branded research community right for you?

  • September 21, 2017

One of the trends in market research over the past few years has been the rise of the online market research community. A number of brands have built their own communities to allow them to conduct research regularly and to gauge opinion even on small issues. For some, this can be a great idea....

War on waste

War on waste

  • August 18, 2017

Following ABC's recent "War on Waste" television series, the team at Edentify wanted to know more about what everyday people do to reduce the amount of waste their households produce. We asked the Caféstudy community what they thought, how easy it is to do, and what difference they feel...

5 tips for engaging with Millennials

5 tips for engaging with Millennials

  • July 24, 2017

At Edentify, we've been speaking to clients a lot lately about how to do research among difficult-to-reach groups. The one group that keep coming up as being incredibly difficult to research also happens to be one of the most valuable to marketers – Millennials. There are good reasons why...

How much choice is too much?

How much choice is too much?

  • June 05, 2017

How much choice is too much? The Australian supermarket category is one that always generates a strong response from our Caféstudy community. So when we asked them to tell us what they thought about the recent news of Coles and Woolworths reducing the number of brands because their...

A picture paints a thousand words...how about a video?

A picture paints a thousand words...how about a video?

  • March 22, 2017

Something you realise very quickly when conducting qualitative research is that everyone is different. It's more than just different opinions too: everyone has different ways to communicate. One of our interests at Edentify is to do research that allows respondents to participate the way they...

Online TV viewing tsunami building

Online TV viewing tsunami building

  • February 10, 2017

Australian media observers will have noticed a lot of debate on LinkedIn and elsewhere recently about the strength of TV. After several years of taking a battering in the hearts and minds of clients and agencies, TV has been fighting back, pointing to large numbers of viewers and some dodgy data...

Are you getting everything you can from your Net Promoter Score?

Are you getting everything you can from your Net Promoter Score?

  • February 01, 2017

For many organisations, the Net Promoter Score (NPS) is a critical measure of customer experience and satisfaction. NPS is a measurement of advocacy, asking customers how likely they would be, on a scale from zero to ten, to recommend that company to others. Yet we often see companies wasting...

Will Amazon bring some welcome competition to Australian supermarkets?

Will Amazon bring some welcome competition to Australian supermarkets?

  • December 06, 2016

The recent news that Amazon is considering a move into the Australian grocery market was a bit of a surprise to the Edentify team. So what would Australians make of this, and will they give Amazon supermarkets a try? We decided to ask our online research panel, Caféstudy, so we put the...

What do people want from a job?

What do people want from a job?

  • November 04, 2016

Job satisfaction can be an enigma, and finding the perfect job is a dream for many. Employers also need to understand what they need to do to keep their employees happy, engaged, and productive. To find out what really motivates people at work and what drives job satisfaction, we asked 60 people...

Why you should be doing qualitative research online

Why you should be doing qualitative research online

  • October 19, 2016

Online qualitative research isn't new, but it is still treated by some as something of an unknown. Far from being a second-best solution, online qual has some real strengths that make it the best approach for many situations and questions. Here are 5 great reasons to use online qual. 1. People...

When it comes to money, Millennials are no different to anyone else. Except when they are.

When it comes to money, Millennials are no different to anyone else. Except when they are.

  • October 04, 2016

It's no secret that Millennials get a bad rap. The stereotypical image of this group is that they are lazy, unmotivated, materialistic, demanding, and entitled in the workplace. But how true is this? To find out the truth, Edentify recently ran a "pop-up" online research community to talk to...

Is it time to transform your brand tracking?

Is it time to transform your brand tracking?

  • September 16, 2016

If your brand tracker is not working as well as it used to, or if you don't have one at all, it's time build a tracker that will set your brand up to grow. Brand tracking has faced something of a crisis recently. Many trackers retain some of the relics of methodologies past. They are often too...

Where to now in the supermarket war?

Where to now in the supermarket war?

  • September 09, 2016

Click and collect, new entrants from overseas and price wars prompted by increasingly price conscious consumers. The supermarket category has been shaken up in recent years, and Edentify wanted to find out what today's grocery shopper thinks. By tapping into the views of our Caféstudy...

We unearthed Australia's favourite brands – and they’re not all what you'd expect

We unearthed Australia's favourite brands – and they’re not all what you'd expect

  • September 07, 2016

It seems like a simple question: what is your favourite brand, and why? It’s one that Edentify has been asking people as they sign up to our online research community for several years. But understanding the answers is not a simple task. It’s an open-ended question we have asked to...

Ad-blockers on the rise

Ad-blockers on the rise

  • June 23, 2016

Edentify’s latest research into internet TV viewing among our Caféstudy community has shown an increasing use of ad-blockers as viewers attempt to watch programs uninterrupted. The IPTV in Australia tracking study interviews 600 people Australia-wide every quarter via an online...

Rating the Health Star Ratings

Rating the Health Star Ratings

  • May 06, 2016

Much has been said recently about the government’s health star ratings on packaged foods in Australian supermarkets. These have been in place for a while now and we wanted to know what Australians think of them. So we asked the Caféstudy panel for their views. Many of our...

His And Hers IPTV: How Viewing Habits Differ

His And Hers IPTV: How Viewing Habits Differ

  • December 02, 2015

Edentify has been carrying out research into IPTV usage in Australia since the beginning of 2014, with the aim of providing information on people’s attitudes and usage of IPTV content and services in a rapidly changing market. IPTV in the context of this study is defined as: Programs that...

For Love or For Money: Brands that support charities

For Love or For Money: Brands that support charities

  • July 28, 2015

Brands that support charities; are they truly concerned or just trying to win our hearts for profit? Would you switch brands if you saw they supported a charity that was close to your heart? We asked our Caféstudy panelists what they think. For the most part, respondents were weary of the...

Has mobile viewing and interaction changed the way consumers watch sport?

Has mobile viewing and interaction changed the way consumers watch sport?

  • July 13, 2015

This month we asked our panel of consumers about how they watch sport, and if this has changed. With the rise in mobile viewing and predictions that it will more than double over the next few years, we wondered what our panel was doing, and how and if their sports viewing habits were...

Scamming – what effect does it have on big brands?

Scamming – what effect does it have on big brands?

  • July 13, 2015

Scamming has become so varied and widespread that almost everyone in our recent study could recall at least one incidence. The most common type of scams recalled were emails telling the recipient they were entitled to money in some way, and should send their personal details through in order to...

Adnews: IPTV takes a ride on the wave of digital explorers

Adnews: IPTV takes a ride on the wave of digital explorers

  • July 13, 2015

If you want to know how this whole Internet Protocol TV thing in Australia is going to shake out, look to the pioneering audience of the space for the clues. That’s the call from research outfit Edentify, which has released a new study into IPTV habits in Australia that it has been...

New research from Edentify reveals Australia’s changing attitudes to IPTV + online TV platforms

New research from Edentify reveals Australia’s changing attitudes to IPTV + online TV platforms

  • July 13, 2015

The number of Australians watching IPTV is growing, according to a new report by research company Edentify, which found 48% of people watched a TV program or movie online in the past month. Edentify’s new report: ‘IPTV in Australia: Attitudes and Viewing Habits’ has revealed...

CMO Magazine – using data analytics to gauge customer feedback

CMO Magazine – using data analytics to gauge customer feedback

  • July 13, 2015

CMO Magazine have published an article featuring Edentify and how we used our data discovery service to help gauge and understand customer feedback. In brief, a challenge was presented to us recently by one of our clients, Bankwest. The bank was looking for a way to make sense of the previously...

Devices and browsers – how are respondents completing online surveys?

Devices and browsers – how are respondents completing online surveys?

  • July 13, 2015

A dial-up modem connected to a chunky desktop computer used to be the only way we could make use of the Internet in our homes. Today, we have smartphones, tablets, smart TVs and even smart refrigerators to surf the net on. With all these choices, we were interested to find out how people are...

Allergies and food intolerance – how they affect shopping

Allergies and food intolerance – how they affect shopping

  • July 13, 2015

According to our panel, consumers with food allergies and intolerances have their work cut out when it comes to food shopping. Trying to avoid ingredients and keep the cost down are the two big issues they face. Grocery shopping for this group is more time consuming because of the level of...

Internet TV in Australia: the pioneers

Internet TV in Australia: the pioneers

  • July 13, 2015

Internet TV: the future of home entertainment, a space with endless access to content and an opportunity to control when and what you watch right? We’ve been researching what makes Internet TV tick. In an ongoing study, we’ve used our panel Caféstudy to find out who is...

What was the last ad that made you do something and why?

What was the last ad that made you do something and why?

  • July 13, 2015

According to our panel, a call to action in conjunction with a match to a current wish list seems to be the winning formula when it comes to prompting action as a result of seeing an ad. The ad needs to hit the right note at the right time. As one panelist says “the only time something...

How do people plan to cut the cost of living?

How do people plan to cut the cost of living?

  • July 13, 2015

With the budget looming and the high chance that consumers will face increased taxes or benefit cuts, we wondered what steps people would take when faced with less money? What would be the first things to go? We asked this question with the objective of finding out what consumers considered to...

Viewing on demand – pros and cons from a consumer point of view

Viewing on demand – pros and cons from a consumer point of view

  • July 13, 2015

Times are changing. Viewers have always had a choice in what to watch on TV, and it’s recently got a whole lot bigger. Choosing what to watch no longer has to be a case of flicking through the few available channels to see what’s on. You can watch TV anywhere, all day, all night, out...

Mobile phone providers – a consumer’s view

Mobile phone providers – a consumer’s view

  • July 13, 2015

What is the most important thing when looking for a mobile phone provider? Is it coverage or price, quality of service, or something else? Recently, we asked Cafestudy members what they expected from their mobile phone companies, and what was important to them in a mobile phone provider. For all...

To Twitter or not to Twitter?

To Twitter or not to Twitter?

  • July 13, 2015

According to the 2013 Yellow Social Media Report by Sensis, 15% of Australia’s social media users are on Twitter. This compares to 95% of social media users who are on Facebook. Given that Facebook is only 2 years older than Twitter, we wondered why it has not caught on in the same way....

When, where and how did consumers do their Xmas shopping?

When, where and how did consumers do their Xmas shopping?

  • July 13, 2015

This month’s question to our panel was how, when and where do you do your Christmas shopping? There has been much written recently about how Christmas shopping is moving online and the number of shoppers doing so is increasing each year. Predictions this year are for record levels of...