At the ESOMAR 3D Digital Dimensions conference in Boston this week, Olga Churkina of Fresh Intelligence Research and Tristan Morris of PepsiCo shared a fascinating mobile ethnography case study which featured a game of Marketing VPs vs. Aliens. And the great news is this gamification technique is accessible to almost anyone from Planet Earth who conducts online surveys.

Tristan represents the voice of the consumer inside the marketing department, and he is “bombarded” with questions about consumers’ interactions with PepsiCo’s food products: Frito Lay snacks and Quaker granola bars and cereals. One question was vexing his team: why, if Tostitos is the second leading snack brand in Canada, does it not sell as well in western Canada as it does in eastern Canada? In the West, Tostitos faced competition from many small brands with just 1% or 2% share nationwide – as a result, these brands were poorly understood.

Continued on Research Access

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.