Blog
Check our blog for the results from studies we have undertaken plus the latest thinking on approaches to research
Sample Quality Counts
Good quality sample – making sure you are talking to the right people – is a fundamental of good research. It's the first step in ensuring good quality research and without it, our data is meaningless, or worse, misleading.This is not just an issue when using a research panel –...
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Winning with Sponsorships
Sporting sponsorship is big business. Hundreds of millions of dollars are spent each year in Australia alone on sponsorship of professional sporting clubs. But what impact does it have, and what should clubs, and brands, look for when thinking about sponsorship?Edentify's Sporting Pulse talked to...
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NRL's Battle for Members
The Australian football market is one of the most cluttered in the world, with 4 codes – the big guns (NRL/rugby league, AFL) and the challengers (soccer/football, rugby union) all competing for fans.Even beyond this battle for fans is the challenge of building club membership. It's a...
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AI or Authentic Insights
As a market researcher, one of my roles has been to train colleagues and clients in how to generate deep, useful insights. Anyone who has worked in research knows that getting beyond the data and identifying meaning is a critical skill and what sets insight apart from simple information. It...
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Why brand goodness is important
In a trend that has emerged over the past few years, more and more brands are jostling to position themselves not just as products and services, but as responsible citizens. At the same time, consumers have become more focused on the impact that the brands they purchase have on the world, whether...
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COVID-19 and the Great Resignation
The COVID-19 pandemic turned many aspects of our lives upside down. One of the biggest disruptions was to how we worked.Frontline workers bore the brunt putting in shift after shift in our busy hospitals, supermarkets and essential services.Those who work in hospitality, retail and tourism among...
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Is the Australian Dream still a reality?
One of the hottest issues of the 2022 election was home ownership. All sides of politics put forward new policies to address calls to make buying a house more achievable.This issue is nothing new: buying a home has been a hot topic on Edentify’s Café Chat for a while now. We asked...
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Brand Goodness
There is a lot of talk in the marketing world about brand purpose: the reason for being that goes beyond just selling a product or service.There is no doubt that a lot of people prefer brands that behave as good corporate citizens. In a recent study, we found that 3 out of 4 Australians prefer to...
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Are you ready to DIY?
One of the big trends we’ve seen in recent years is do-it-yourself market research. Survey platforms and research panels have opened up to provide easy access to anyone who wants to run a survey. It’s democratised a lot of the research world and has caused concern for some...
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Voice of Australia: A Youth Perspective
It’s no secret that the past 12 months have been challenging for many Australians. As 2021 rolls on and glimpses of a post-Covid world emerge, there are many questions about how people will bounce back. The latest instalment of Edentify’s Voice of Australia research series has...
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What makes a 'good brand'?
In recent years, the role of companies in society has slowly been evolving. Beyond delivering valuable products and/or services for consumers, brands are now trying to be 'good'. To see what consumers believe a good brand to be, we asked our dedicated research community what attributes they...
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Technology in Research
Here at Edentify, we’re always looking for new and better ways to conduct research. Emerging technologies being used in studies is something we’ve seen steadily grow in the market research industry of late. To better understand perceptions and attitudes toward these technologies, we...
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Google, Facebook, and the News media bargaining code
Last Thursday, Parliament passed The Treasury Laws Amendment (News Media and Digital Platforms Mandatory Bargaining Code) Bill 2021. The bill has caused quite a stir of late, mainly because as part of this news bargaining code, the Australian government is making tech giants Google and Facebook...
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Social Media vs. Social Interaction
In 2018, research revealed social media is most effective in tackling loneliness when it is used to enhance existing relationships, or forge new meaningful connections. On the other hand, it is counterproductive if used as a substitute for real-life social interaction. We posed the question to...
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Gambling During Lockdown
The Australian Institute of Family Studies recently completed a survey of 2,000 active gamblers to understand how their behaviour and/or attitudes toward gambling changed during COVID-19 lockdowns. Almost 1 in 3 survey participants signed up for a new online betting account during COVID-19, and 1...
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Black Friday: Boom or Doom
Despite the economic downturn, Australians participated in and spent more on Black Friday sales than ever before. According to e-commerce business Shopify, the average transaction amount for Australians purchasing online through their merchants increased by 16% from last year, with an increase in...
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Getting started with Customer Research
The Covid-19 pandemic has brought with it many threats to brands. For many brands, the pandemic has changed the relationship they have with their customers. Supply and distribution shortages, as well as disruptions to services, mean that customers have had the opportunity to try new brands, or...
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Mood of Australia
With the Covid-19 pandemic still at the forefront of most people’s minds, there is not much that hasn’t already been said about how the way of life of most people around Australia has been affected. With employment and financial worries compounding the ever-present health concerns,...
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Australian Made
Australian Made has introduced a new advertising campaign, using the slogan “It’s never been more important to buy Australian than right now”. Here at Edentify, we wanted to see if this sentiment was echoed across the community. We conducted qualitative research to determine if...
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Life post pandemic: The new normal
As restrictions begin to ease around Australia, we are starting to see a glimmer of light at the end of the tunnel. What meets us at the end of the tunnel seems to be the question on everyone’s mind, as we hope to return to some form of normality in both business and society. A lot of...
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Online qual finds its moment
One of the most significant impacts of the Covid-19 pandemic is the way that it has changed the way we engage with people. This applies not just to us as individuals, suddenly navigating the world of Zoom parties and online learning, but also to companies and brands who are unable to interact...
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Life in Isolation
Life in isolation has challenged all of us to adapt to the current state of abnormality. We asked our Cafestudy community how they have been impacted by the lockdown and what they were doing to adapt to it. It has been revealed that while change is compulsory, using isolation as an opportunity is...
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Which gender wins war on waste?
We recently conducted a survey among our Cafestudy members to find out their thoughts on the issue of excess waste in Australia. As well as looking at attitudes, we wanted to find out what, if anything, people are doing to help reduce the problem. The following charts illustrate what are seen by...
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Covid-19 worries: Me and Us
It’s no surprise that a lot of people are worried about the current Covid-19 situation. This week at Edentify we conducted online qualitative research to try to break this down and understand exactly what these concerns are. This research has revealed that, while immediate and personal...
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Travel Plans on Hold
*This research was conducted over the last two weeks. Updates to travel restrictions are changing on a daily and even hourly basis. Covid-19 has had an immense impact on the travel industry, with significant declines in both international and domestic passengers travelling through Sydney...
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Bushfires, Floods, and Insurance
The recent bushfires around Australia have had a devastating impact on many, with hundreds of homes and many lives lost. Now the fires may be out, but the impacts continue even for those not directly affected, and many people are now asking themselves “what if it happened to me?” We...
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An insight into insights
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...
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Voice of Australia: The Generation Gap that Divides Australia
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...
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Make the most of your customer database
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...
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Mobile phones at school
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...
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What makes a home?
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...
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What makes a brand?
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...
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What people are doing day to day to address climate change
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...
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AI in Research
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...
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Drawing out insights
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...
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Not all samples are created equal
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...
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The only trend you need to know this year
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...
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Where do Australians want to travel?
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...
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Archetypes for brand building
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...
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Is a branded research community right for you?
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....
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War on waste
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...
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5 tips for engaging with Millennials
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...
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How much choice is too much?
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...
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A picture paints a thousand words...how about a video?
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...
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Online TV viewing tsunami building
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...
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Are you getting everything you can from your Net Promoter Score?
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...
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Will Amazon bring some welcome competition to Australian supermarkets?
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...
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What do people want from a job?
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...
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Why you should be doing qualitative research online
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...
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When it comes to money, Millennials are no different to anyone else. Except when they are.
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...
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Is it time to transform your brand tracking?
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...
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Where to now in the supermarket war?
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...
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We unearthed Australia's favourite brands – and they’re not all what you'd expect
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...
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Ad-blockers on the rise
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 survey...
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Rating the Health Star Ratings
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...
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His And Hers IPTV: How Viewing Habits Differ
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...
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For Love or For Money: Brands that support charities
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...
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Has mobile viewing and interaction changed the way consumers watch sport?
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...
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Scamming – what effect does it have on big brands?
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...
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Adnews: IPTV takes a ride on the wave of digital explorers
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...
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New research from Edentify reveals Australia’s changing attitudes to IPTV + online TV platforms
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...
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CMO Magazine – using data analytics to gauge customer feedback
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...
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Devices and browsers – how are respondents completing online surveys?
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...
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Allergies and food intolerance – how they affect shopping
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...
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Internet TV in Australia: the pioneers
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...
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What was the last ad that made you do something and why?
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...
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How do people plan to cut the cost of living?
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...
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Viewing on demand – pros and cons from a consumer point of view
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...
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Mobile phone providers – a consumer’s view
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...
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To Twitter or not to Twitter?
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....
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When, where and how did consumers do their Xmas shopping?
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...
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