SIVO Interview with Mary McIlrath, Children and Family Market Research Expert

By Kerry Juhl

Recently, SIVO, Inc. was lucky enough to have Mary McIlrath join our expanding team.  Mary has amassed a wealth of experience in Children and Family market research.  She is a recognized expert in the generations space, having established a successful Generation Z and Generation Alpha research practice in her past role. She has taught MBA courses in Qualitative Research at the University of Wisconsin and Quantitative Research at the University of Illinois and lectured at Northwestern University. 

I recently sat down with Mary to discuss her experience with studying families and generational differences.   

Question: Mary, you have been studying families and generational differences for most of your career.  How did you become a subject matter expert on this topic?

Mary: I have always been fascinated by understanding generational differences and family dynamics.  I come from both industry and academic perspectives—it’s common for former academics to work in industry, but it’s rare birds like me who keep a foot in both disciplines over a career.  I’ve been able to harvest the best of both worlds.  For example, my academic experience instilled a mindset that respondents should benefit as much or more than the researcher.  This is particularly important when working with children and adolescents. Their needs come first; when they are met, the client also benefits. Industry experience has helped me be effective and efficient in conducting research. My dual expertise gives me a deep toolbox of constructs and methods to help my clients achieve their business objectives, with the well-being of the family at center stage. 

Question:  Mary, what does a typical U.S. family look like today?

Mary: It’s something in continuous flux. Sometimes it’s single-parent households. Sometimes it’s families with two dads. Sometimes it’s blended homes containing multiple generations.  What has gradually become less common is the Norman Rockwellian image of two opposite-gender people raising a gaggle of kids with traditional gender roles. For instance, in 1968, 85% of children under 18 yrs. old lived with two parents (regardless of marital status) but that number has dropped to 70% in 2020. About 25% of children live with a single parent in the household.* 

Question: How are manufacturers and marketers responding to the needs of today’s children and families? 

Mary: It’s a sea change from how brands thought about families in the early days of youth research in the 1980s and 1990s. Those who used to make simple toys, TV shows, or food and beverages for kids are now thinking of how to stay relevant with their offerings and communication in the Metaverse. They are thinking about what is to come in Augmented Reality (AR) since Pokemon Go flipped the script. They are brainstorming what Virtual Reality (VR) will look like. That’s no small task, especially since children’s sense of balance and depth are still developing and putting them outside 3D spaces risks hampering their natural brain development.  

Question: What is the latest regulatory environment for marketing and advertising to youth and families?

Mary: If you work on kid brands, it is critical to understand global ethics around marketing and advertising to children and families. Countries around the world have differing laws about when it is acceptable to advertise to young people. Those in the U.S. are the least restrictive because of industry self-established watchdogs like CARU (Children’s Advertising Review Unit). This organization does regular and thorough audits of marketing campaigns to children and calls out/suggests changes to anything that seems unfair.  

Question: How does this impact conducting market research with kids and families?

Mary:  In the U.S. it’s allowable to do research directly with children with a parent’s consent. It’s “cleaner” data coming straight from children rather than filtered through parents who mistakenly think they know what their kids truly want.  

Question: What are a few of your best practices for conducting market research with kids and families?

Mary: Here are a few tips from my experience:  

• Design: Online qualitative research is flourishing now with kids. Sending a “top secret” envelope of concepts or a box of items to unwrap in sequence during an interview, a.k.a., “unboxing”, keeps kids and parents engaged and sharpens their thinking about the items in front of them. Post-pandemic families are used to having Zoom calls, giving virtual room tours, and even running out of the room to gather “show and tell” of their own. Plus, we often get “bonus sibling” insights.
  
• Screening/Recruiting:   Use a battery of questions to set the child up for success for the given method—every child is a consumer and their opinions matter, but every tool doesn’t make them feel good or accomplished about the process when it’s over.
  
• The Guide/Questionnaire: Be visual in qualitative and quantitative research.  And, with in-person qualitative, use kinesthetics exercises to gather their opinions and perceptions (e.g., full-body voting, stretch breaks).
  
• Seating: Make sure you get assent from the child, even if it’s a simple verbal “yes” that they want to proceed. If they say no, gently excuse them. Everyone has a bad day sometimes or finds the environment scary!
  
• Analysis: Kids have a positivity bias. They want to please and say what they think the researcher wants to hear. Filter what they say through a lens of reality.  Sometimes friend-pairs can help get to the truth.

SIVO is excited for Mary to join our team and strengthen our Children and Family market research capabilities. To learn about how kids and families interact with and think about your brand, please reach out to us at Contact@SIVOInsights.com. 

*source: 2020 Census Bureau's Current Population Survey 

By Julie Rose

“CEOs aren’t feeling the need to hoard labor as much as they once did. A quarterly survey of CEO confidence released on February 8, 2024, by The Conference Board, a think tank, shows 23% of CEOs expect to lay off workers in the next 12 months, up from 13% from the previous quarter.” *  

With employee staffing constraints and cutbacks sweeping through many companies, business teams are feeling the pressure. So how does the work get done?

We know that business leaders continue to seek actionable insights to guide their decisions but there are fewer people and often not enough time to get it all done. Many insights teams are turning to fractional talent to fill staffing gaps. This provides the freedom to say “YES” to internal stakeholders, set strategies and take on new projects while not burning out the team or falling short on annual objectives.   

As teams consider their staffing options, here are three easy steps for making the case for adding fractional resources. 

Step 1 – Outline what issue you are solving.

Use information on hand to justify what the “current state” is costing you and the business.

Step 2 – Evaluate and select the right resource for your needs.

Workforce talent continues to evolve and there is no shortage of options, including interns, fractional talent, contract to hire, or permanent hire.  Determining what’s best for you and your organization is key.  When evaluating the right resource for your needs, there are a few key questions.  Short vs. Long term?  Trained vs. Untrained?  Junior vs. Senior Level?  Hours per week?  Budget parameters?

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Step 3 – Make the case to your internal stakeholders. 

Finding the right talent with experience and selling the option internally might seem daunting.  With the right solution, it is possible.  Present your case to internal stakeholders by outlining the business need, presenting a tight range of staffing solutions, including the benefits of your recommended choice, and the associated cost and timing.  You may also want to include the bios or resumes of the potential talent you are recommending.   

If your evaluation in Step 2 supports contract or fractional talent as the optimal solution, below are a few additional resources from SIVO that can help. 

• Adopting a fractional mindset 
• Understanding the benefits of fractional talent 
• Preparing for your fractional talent 

Why Choose SIVO On Demand Talent for your Fractional Insights Talent Needs 

SIVO On Demand Talent is here for you, with exceptional insights talent for fill-in roles or finite initiatives. You will experience the uniqueness of SIVO On Demand Talent through our Experience, Service and exceptional Talent! 

• Experience: Our expert SIVO team supports you and our talent throughout the engagement ensuring a successful outcome for all.
• Service: We have been in your shoes, and we know what you need - a quick, personalized, hassle-free approach to ensure the right fit.​
• Talent: Insights professionals with client-side experience who bring passion and confidence to your interim assignment or open role.

Contact SIVO, Inc. at Contact@SIVOInsights.com to discuss how SIVO can help you make the case for fractional talent.  Also, check out SIVO’s On Demand Talent Profiles to learn more about the many fractional Insights Professionals  - from Insights Generalists to Research Specialists - that can be an asset to you and your team and help you meet your goals.  

* Noted in a NerdWallet article, Will 2024 Be a Big Year for Layoffs?  February 2024 

By Natasha Weith and Leslie Turner

Successful market research begins with experts designing, collecting, processing, and analyzing data.  Impactful market research goes a step further. The true power lies in how we translate that data into compelling narratives that drive action and resonate with stakeholders. Storytelling in market research reporting is an art form, one that transforms raw numbers and consumer responses into meaningful insights that can shape business strategies and decisions. Here’s a closer look at what makes effective storytelling in market research and some key components to consider.

What is Storytelling in Market Research Reporting?

Storytelling in the context of market research reporting involves presenting data and insights in a way that is not only informative but also engaging and impactful. It’s about crafting a narrative that resonates with your audience, aligns with their business objectives, and drives actionable outcomes. Effective storytelling ensures that the findings are not just understood but are also memorable and persuasive, facilitating better decision-making. This requires experience and creativity.

Key Components of Effective Storytelling in Market Research

1. Client First: While Market Researchers must be completely dialed into the consumer to gather the learning and identify the insights, a good story puts the client and their business question at the center. It's tailored to land with their business needs and challenges. Understanding the client’s industry, their pain points, and their strategic goals allows you to frame the insights you’ve discovered about consumer perceptions, behaviors, needs, etc., in a context that is relevant and impactful. This client-centric approach ensures that the report is not just a collection of data about their consumers and market but is a valuable tool to guide the client’s business decisions.
   
2. Objective Focused: Every research project starts with specific learning objectives. A good story directly addresses these objectives. This means the report should clearly show how the findings relate to the initial goals of the research, providing answers to the questions posed at the outset. This focus ensures that the report remains relevant and valuable.
   
3. Actionable: Insights are only valuable if they lead to action. Strong, actionable recommendations are crucial. These recommendations should be directly linked to the research results and relevant to the business context. They should provide clear steps or strategies that the client can implement to address the issues or opportunities identified in the research.
   
4. Engaging: A compelling report needs a hook. This is where creativity comes into play.  It should appeal to the senses, be visually interesting, and tap into the emotions of the audience. This involves using compelling consumer stories and narratives to create a sense of empathy and relatability with the consumer learning.  Interesting visuals such as videos, photos, charts and infographics also make the data more accessible and memorable.
   
5. Easily Understood: Clarity is key. The report should be written in a way that is conversational and articulate. Avoid jargon and complex language that might confuse the audience. Instead, aim for simplicity and clarity, making sure that the key points are easily understood by all stakeholders, regardless of their familiarity with the subject matter.
   
6. Succinct: Less is often more. Every part of the report should have a reason for being there. Be concise and to the point. Avoid unnecessary details that might detract from the main message. A succinct story is easier to digest and more likely to hold the audience’s attention.  A useful tip is to use the appendix to document other facts that are interesting but do not relate to the research objectives.  
   
7. Credible: Trust is fundamental. Ensure that the data and insights are credible and backed by robust research methods. Transparency about the research process and the limitations of the findings adds to credibility and helps build trust with the stakeholders.
   
8. Clear Structure and Flow:  In addition, a good story has a clear structure with narrative flow. This requires experience and creativity because a well-told story is not just heard; it is felt, remembered, and acted upon. It should have:
   • a brief introduction and background to set the stage
   • an executive summary to highlight the key findings and recommendations
   • detailed findings to share relevant data and proof points
   • suggested next steps
     
     This logical flow helps in guiding the audience through the report, making it easier to follow and understand, and ultimately inspire action.

Beyond the Report

While the report is typically a critical deliverable in a market research project, the storytelling doesn’t end with the report. It extends to the presentation, follow-up working sessions, and/or stakeholder meetings. This means thinking about how the insights will be communicated beyond the written report. Engaging presentations, interactive discussions, and follow-up conversations with key stakeholders can enhance the impact of the findings and ensure that the insights are effectively implemented.

Expect a Well-Told Story from SIVO

At  SIVO, Inc., we believe that storytelling in market research reporting is about more than just presenting data; it's about creating a narrative and presenting it in a way that is compelling, memorable and inspires stakeholders to act in service of consumers and the business. This all starts with the SIVO team listening to your needs and designing and reporting in a way that delivers real business value.  

Contact us via our website form or email us at Contact@SIVOInsights.com today to schedule a discovery call!   

Every business has customers, but how well they know their customers is another question. In a recent Harvard Business Review blog, Peter Merholz explains that many large companies lose that vital interaction with their customers as their business begins to grow.

“Business cannot exist without customers, so it’s sadly ironic that many, if not most, businesses, actually understand so little about them,” says Merholz. “In order to become customer experience-driven, you need to go beyond who your customers are, and understand what they do.”

While it may feel tempting to place your customers into simple, definable categories, Merholz urges companies to dig deeper and understand their customers as real people living in a messy, complicated world.  What does that mean for your company? It means going beyond the high-level data and seeking to understand and appreciate your customer’s behavior and true motivation.

Trending

Do customers want to ‘hire’ your product?

Through SIVO On Demand Talent or with SIVO custom qualitative research, our clients uncover the underlying motivations behind their customer’s unique behavior. With SIVO On Demand Talent, we have storytellers who mine existing research to bring our clients’ customers to life. And, we ensure the next phase of research fills a customer knowledge gap, extending our clients’ research budgets. With SIVO custom research, our clients tap into valuable customer insights through approaches like In-Store Intercepts, Shop-Alongs, and Ethnographic research,  to gain clear, in-depth analysis of their customer in the context of their daily lives.

How well do you know your customer? Maybe it’s time to take a deeper look…

Contact us at Contact@SIVOInsights.com for more information and next steps.