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What brand marketeers can learn from the success of Squid Games- An InsightzClub Study

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Squid Games is a South Korean survival drama television series streaming on Netflix. Within a week of its release, it became one of Netflix’s most-watched programs in several regional markets; within its first 28 days of release, it attracted more than 111 million viewers. 

InsightzClub, a technology-based market research start up, conducted an analysis on the astounding popularity of Squid Games and what marketeers can learn from it.

  1. Word of Mouth  is more successful than the largest paid campaign:   Most people who saw squid games could not stop talking about. It almost forces you to want to watch the show so you can relate to the community around you and understand the jokes being told.
  2.  When your brand has a viral TikTok trend, its bound for success:  Squid Game picked up a fascinating amount of traction on the platform, almost forming an army of viewers that advocate and share the inside jokes. 
  3. Manage your marketing budgets optimally: While all 456 players came from various walks of life, they all have something in common. That is – ‘’Debt’’. An important lesson for brands to always live within the means and optimize marketing spending continuously.
  4. Brands should always be agile: One of the most interesting games in the show was the tug of war where competitors had to form a team of 10 and assign roles based on strengths. Being agile emerged as a key takeaway in this game. Brands need to be every changing i.e. dynamic and adapting continuously to the situation.
  5. Brands should play to its strength: Every brand will have some key strengths and some not so key strengths. For a brand to win, its critical for it to play towards its strength.

To know more about consumer behaviour and trends reach out to InsightzClub to know more about our solutions

3 things you need to know about video streaming preferences in SEA

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Introduction

How many hours have you spent on your video streaming service of choice? The pandemic has kept many people largely to the confines of their houses, even rooms. Reports indicate that the video streaming market worth skyrocketed to $71.5 billion in 2021. We at InsightzClub, a tech-based, regional market research start-up, set out to identify key consumer metrics in South East Asia with respect to video streaming. Here are 3 things you need to know!

YouTube reigns supreme

Undoubtedly, YouTube captures the largest market share, as InsightzClub identified close to 88% of consumers in South East Asia often used the app. The sheer variety in both content and content creators, along with no subscription fee explain the firm lead YouTube holds in the video streaming market. Netflix comes in a distant second at 20%. In line with subsequent analysis, pricing was the most significant determinant of a consumer’s chosen video streaming service.

Budget and accessibility first, content second

Respondents were most swayed by free and/or low subscription fees – a combined total of 51% of collected responses. Accessibility, or the availability of subtitles, were a surprise finding for us at InsightzClub. One third of participants indicated a preference for video streaming services with subtitles. This may point to an increasing affinity for foreign content among South East Asian residents. Slow streaming and constant buffering can quickly become frustrating for new subscribers. Per our analysis, video buffering issues was a major deterrent for close to 20% of respondents. 

One hour of weekly video streaming at least

We now spend an increasing amount of time at home, impeded from outdoor activities and casual shopping adventures. Streaming your favourite shows or tuning in to YouTube ‘How to?’ videos has become the pastime of choice for many amidst the pandemic. InsightzClub’s participants affirmed this notion, where 83% of individuals spent at least one hour streaming content on their favourite service. 

InsightzClub is a tech consumer  insights firm with multiple consumer insights solutions using active and passive data.

To know more about InsightzClub and our solutions to understand consumer behaviour reach out to InsightzClub.

Live Commerce is here to stay- an InsightzClub study

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InsightzClub, a technology-based market research start up, conducted an analysis on the growing trends of Live commerce.

Live commerce is talk of the town these days. Engaging people of all age groups with the various forms of content being displayed over the feature. Right from entertainment all the way to advertising. It is an incredibly powerful tool if used in the right way. 

With the feature being incredibly easy to use, it can prove to be fruitful in many ways for brands. 

For brands seeking to explore this fast-growing channel, here are three ways to take live-commerce strategy to the next level:

Integrate AI and mobile-friendly technology

Coming on board a new digital trend isn’t just about the technology available to the business, it’s also about the technology conveniently placed at customers’ fingertips.

An everyday technological tool that has completely revolutionised retail is the smartphone. Superapps across Asia – such as China’s WeChat, India’s Paytm and South Korea’s Kakao – have consolidated banking, shopping and social media into one place, making it easier for customers to shop and connect with brands. 

Leverage micro-influencers

In the social space, Key Opinion Leaders (KOLs) can have a strong influence over their followers. And it doesn’t have to be superstar celebrities. Micro-influencers are an under-tapped resource but their thousands of followers are highly engaged.

Due to their streamlined following, micro-influencers are also better able to react and respond to individual fans, which helps to build trust and rapport with their audiences. By working with micro-influencers to host livestreams, businesses engage professional storytellers and expand their reach to new audiences – audiences that know and trust the recommendations of their favourite KOLs.

Ramp up shoppertainment

With emerging new channels come many opportunities. Once businesses are equipped with the technology to enable their tasks and have zoomed in on the right influencers to represent their products, they can focus on creating engaging experiences across every touchpoint. 
To know more about consumer behaviour and trends reach out to InsightzClub to know more about our solutions.

Rising dimensions of health consciousness – An InsightzClub Study

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With obesity rates reaching an all-time high than in the last 40 years, many people have assumed that food marketing is to blame. Although are people with obesity really the ones who are succumbing to food marketing?. The focus and importance of health has become even more pronounced during these covid-19 times.

InsightzClub conducted a study to understand the role, dimensions and the ever increasing role of health consciousness.

A study by UBC Sauder School states that people with obesity do respond more to food marketing, but when their weight drops significantly, so does their responsiveness to marketing.

To support this study, three groups of patients were employed – one with severe obesity before gastric bypass, people who did not undergo bariatric surgery and those who were not obese. 

To see how they respond to food marketing, researchers evaluated something called framing effects – how branding, advertising, and labeling “frame” influence food evaluations and choices. In one study, participants were asked to estimate calorie content in well-known snacks and drinks which are supposedly “healthy” and others which are called “not healthy”.

Researchers found that everyone underestimated the calorie content in the healthy, but the effect was more pronounced In those with obesity.

To further this, researchers asked participants to choose a portion of French fries from a fast-food restaurant while giving them nutritional information helping them to make an informed decision. There were three options – 71g, 117g and 154g, same were labelled as mini, small and medium (a tactic to make larger portions seem reasonable).

After measuring how sensitive the participants were, they understood that people with obesity were likely to follow the labeling and not the actual information about quantity, hence choose the “medium” option even though that’s large.

Overall, the study found that people with obesity tended to be more responsive to food marketing, but when losing a significant amount of weight because of bariatric surgery, their responsiveness to food marketing dropped significantly.

People with obesity going through bariatric surgery become less responsiveness to marketing over time. After 12 months, their responsiveness to marketing reaches people with more medically-recommended weight.

It is not clear whether they become less responsive to marketing because of psychological changes following surgery, neurological shifts or changes to the gut microbiota. However, it can be concluded that their responsiveness to marketing did not remain high after weight loss.

These findings are very important for years because researchers assumed that marketing messages especially for foods that are high calorie and low nutrition are partly responsible for the obesity epidemic, but there wasn’t empirical evidence. Hence, these results provides insights for policy-makers in charge of regulating food marketing in order to curb obesity.

InsightzClub is a tech consumer  insights firm with multiple consumer insights solutions using active and passive data.

To know more about InsightzClub and our solutions to understand consumer behaviour reach out to InsightzClub.

Between The Scenes of the McDonald’s BTS Meal- An InsightzClub article

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In this article InsightzClub throws more light on the BTS Meal campaign of McDonalds and some insights from this.

“McDonald’s BTS Meal Sells Out in 5 Mins; No BTS Logo Paper Bag” read the headlines in the most depressing fashion. Can you believe it? It would be imaginable if the latest Apple iPhone got sold out immediately on launch day, but hearing a meal run out of the world biggest fast-food restaurant was rather amusing! 

This is what happens when the worlds’ most loved burger brand joins hands with the globally sensational music boy band ‘BTS’ to release a food meal called the BTS Meal. The meal consists of a BTS-branded 9-piece Chicken McNuggets box with two new limited-time sauces – Sweet Chili and Cajun – Large Fries and a BTS-Branded large Coke® 

On the morning of 21st June, across several countries the ever-loving fans of BTS commonly known as BTS Army proudly marched onto their phones food delivery apps while having to maneuver across a battlefield of eye-catching restaurant and be victorious only after they have placed their orders. Malaysia has been the first Asian country among the 49 countries worldwide launching the BTS Meal, ahead of Singapore, and even South Korea. 

Unbelievably, this represents the craze a few thousand consumers globally can make on artist merchandise where people are unapologetically willing to spend money on. In Malaysia the meal costs RM15.70, and in Singapore the same costs S$8.90 – excluding delivery respectively. To buy into the experience of this once in a lifetime event just like everyone else, I caved into my desires and unashamedly purchased a meal for myself as well – and I can only say that ‘I am loving it’. 

As most news agencies report it, this mega-meal collab has been nothing but a viral success for the bottom line of McDonalds, for BTS’s own branding, and most importantly for consumers who have had their fair share of placing the order and devouring the goodness of the meal. For the others who haven’t yet had their hands on the delicious experience, you are definitely not a member of the BTS Army, and the world may look at you differently – just kidding. 

In conclusion, what can be understood is that celebrities like these can really alter consumer behaviour within a fraction of time and show the true potential of their spending power and as well as note the difference in consumer mood. And on a lighter note, celebrities should do this more often to bring in a little more smile on the general public in these times.

InsightzClub is a tech consumer  insights firm with multiple consumer insights solutions using active and passive data.To know more about InsightzClub and our solutions to understand consumer behaviour reach out to InsightzClub.

When the Gen Zs take over

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In this article InsightzClub throws more light on the Gen Zs and their attitude and behavior.

The newest consumer generations— Gen Z and millennials—are the talk of the town nowadays. In this article we understand how these generations are reshaping the way people shop, buy food, and run business. 

The pandemic has altered consumer behavior everyday in many ways – from the way they work to what they buy.

They started out around 1996, so they are up to 24 years of age. Why exactly are they important as a demographic? While they will not peak as a population for another ten years, they are still the core influencers today and have a big impact on both millennials and Gen X’ers with respect to what they buy. 

Gen Z’ers look beyond tangible products and try to understand what exactly it is that makes a company tick. Is it the mission? Their role in the society? 

When it comes to luxury, Gen Xers are willing to splurge but they prefer not wanting to slap the brand name onto their bag or shirt. 

Additionally, Gen Z’ers use their phones a lot more than the previous generations. Hence, they don’t consider it an exciting thing to shop more through their phones than the millennials do, since it’s a tool that they’ve always had. They approach brands differently than previous generations; most marketers have already used the tools needed to engage this audience.

Younger adult generations have shifted from in-store shopping and plan to stick to online shopping even after things go back to normal. This includes the millennials as well. The reasons that both groups prefer to do this is both convenience and price comparison. 

Social media is also a big influence on their purchase decisions. Gen Z have noted that they get shopping inspiration from Instagram with their priorities being on ethics, sustainability, and equality. 

Millennials and Gen Z are the future of e-commerce, but they also are a major part of today. The pandemic has only accelerated things for retailers to create memorable online experiences that fit the needs of the consumers. 

InsightzClub is a tech consumer  insights firm with multiple consumer insights solutions using active and passive data.

To know more about InsightzClub and our solutions to understand consumer behaviour reach out to InsightzClub.

Conversational Marketing, the New Reality of Authentic Brand Communication – an InsightzClub article

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Marketing has developed drastically over the last decade, thanks to the evolution of technology and meeting demands of impatient consumers. Yet, most brands still lag in their customer’s needs by depending largely on one-way communications, largely text-based campaigns. 

In the article InsightzClub reviews the role of conversational marketing in today’ context.

The primary goal of conversational marketing is to enhance user experience through a feedback-driven model that promotes higher engagement and greater loyalty. While chatbots have many benefits like 24-hour service, instant responses to inquiries, and answers to simple questions, they still cannot replace the real-time, relevant, immediate responses that are provided by an actual human being. For instance, what if there is a product/service that is not the right fit and the target wants to explore an alternate product or service? In this scenario, it is always better as marketers to stop talking at our customers and invite them to have a dialogue instead. The solution is conversational marketing.

Conversational marketing can be incredibly beneficial in many ways. It is an automated conversation with website visitors – we can ask them different questions based on their previous answers to give us specific details about them. In short, personalization. Basically, treating them as individuals and inviting them to a real-time two-way conversation. This way marketers could listen to customers and cater to their specific desires. On top of that, this provides a platform where information can be accessible to them more conveniently and delivered via the channel they prefer.

In order to use conversational marketing effectively, you first choose your channels and define Q&As, then personalize the conversations based on customer behavior and finally ask for feedback to understand weaknesses and promote more meaningful interactions. Hence, enhancing customer experience.

To conclude, by taking a human-centric approach, brand managers can encourage higher engagement, provide a more tailored experience, and sell more products while promoting higher consumer satisfaction. Allowing customers to ask questions is the steppingstone towards a successful conversational marketing strategy.

InsightzClub is a tech consumer  insights firm with multiple consumer insights solutions using active and passive data.

To know more about InsightzClub or our solutions reach out to InsightzClub.