The Global Conscious Consumer with Jascha Kaykas-Wolff, CMO of Mozilla

Brand Knew is a new podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Survata is proud to be the sponsor – check out their fourth episode below with Mozilla CMO, Jascha Kaykas-Wolff, and be sure to subscribe for future episodes with marketing thought leaders.

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Brand Knew Ep. #4: The Global Conscious Consumer with Jascha Kaykas-Wolff, CMO of Mozilla

Mozilla, the company that makes the Firefox browser, competes with Google, Apple and Microsoft. Mozilla’s never going to win a traditional marketing battle against these goliaths, so instead they focus on long-term brand-building initiatives: art installations and advocacy for an open internet.

Listen to the CMO of Mozilla, Jascha Kaykas-Wolff, discuss his approach to brand building, their discovery of the global “conscious chooser” segment, and why he thinks it’s important to teach incarcerated individuals how to code.

Find Brand Knew Podcast on SoundCloud and iTunes and be sure to subscribe.

Survata ‘Tech Trust Index’ Finds Tech Brands Consumers Trust Most with Their Data

Amazon takes top spot by wide margin, but technology least-trusted sector

In a study of more than 2,600 consumers released exclusively with Business Insider, market and advertising research firm Survata today released its “Tech Trust Index,” a ranking of the top 15 tech brands most trusted by consumers’ with their personal data.

The Index, which asked consumers to rate many of the most well-known tech brands from one to five (one being most trusted; five being least trusted), found that Amazon was by far and away the most-trusted tech brand with an average score of 1.87. Amazon was the only company with a rating under two (2), with Paypal coming in second place with a 2.05 average rating.

The rest of the top 15 ranked as follows: Microsoft (2.13), Apple (2.26), IBM (2.41), Yahoo (2.43), Google (2.53), YouTube (2.58), eBay (2.78), Pandora (2.88), Facebook (2.90), Linkedin (2.97), Spotify (3.16), AOL (3.20) and Instagram (3.24).

Facebook, which recently has been at the center of a lot of consumer data controversy, seemed to create the most polarization among consumers, as they overwhelmingly either ranked it as most trusted (1) or least trusted (5).

In addition to identifying the top 15 most-trusted tech brands, Survata also studied consumers on a number of other questions regarding their data preferences. Those results include:

    -58 percent of consumers would not pay a tech platform a nominal fee to avoid it using their data. Only 8 percent said they would, with 34 percent unsure.

    -A surprisingly large one-third (33 percent) of consumers value the convenience technology adds to their lives more than their data privacy. However, the youngest age group (18-24) was the most likely (42 percent) to value convenience more than data privacy.

    -The consumer-technology sector was the least-trusted sector by consumers, even losing significantly to retailers, which have had their own battles with high-profile breaches. Unsurprisingly, healthcare was the most-trusted sector.

    -Nearly 70 percent of consumers think they should control when and how a public tech platform uses their data, even if they voluntarily put that data on that platform.

Survata conducted its Tech Trust Index study from April 23-26, interviewing 2,601 consumers. For more information on Survata’s methodology, please visit www.survata.com/methodology.

Survata at Lotame Ignite 2018 Recap

Survata was invited to participate in the “Data Quality Revolution – The Impact of Accuracy on ROI” panel at Lotame Ignite North America 2018. Moderated by Ryan Rolf, VP of Data Solutions, Lotame, the panelists included:

Alex Andreyev, VP, Partner, Integrated Investment, Universal McCann Worldwide
Chris Kelly, Founder & CEO, Survata
Joyce Lee, Director, Global Data Sales Strategy, OATH
Michelle Mirshak, VP, Data Architecture & Platforms, Spark Foundry

Key takeaways:
• Accuracy and efficacy conversation can only start when there is a clear articulation of success. What are the Audience Interests you’re looking to tap into, or the intended actions the audience should take?
• Don’t take audience segments at face value. Use existing technologies for audience validation
• Commit to the investment in quality on behalf of your consumers and your organization. Brand safety, viewability, data quality and data governance. You’ll be protecting your organization and consumers and producing a better experience for all. It’s worth it.
• Evaluate your data at the source
• Publishers have a huge opportunity to embrace demographic audience guarantees with pre-validated audience solutions in market to increase their revenue & ROI on private marketplace or site-direct buys

See the full panel below:

To learn about about Survata’s Ad Measurement solutions, please contact us.

Opportunities with Integrating Data Management Platforms (DMPs) with Brand Lift Studies

What are the opportunities with integrating Data Management Platforms (DMPs) with Brand Lift studies?

We sit down with our VP of Measurement, Jon Stewart, as he shares how brands can leverage DMPs to get the most from their ad dollars. See the video below:

To learn about about Survata’s Ad Measurement solutions, please contact us.

Survata at IIeX North America 2018

Survata was invited to speak at IIeX North America in Atlanta – one of the most innovative and disruptive Market Research Conferences. IIeX was designed to bring ideas that are changing the world of insights and connect researchers with the most future-focused MR pros from around the world.

Our session “Accuracy Case Study: Panels vs. SurveyWalls” will take place on Monday, June 11th at 11:40 AM:

Survata will reveal the results of two market research studies (1 CPG, 1 Apparel) collected across both a panel and a surveywall to see which method offers better accuracy. Digital publishers want to monetize their content, and a simple surveywall can easily replace a paywall and allow consumers to access the premium content they desire by answering survey questions. Unlike traditional panels where survey respondents are compensated, a surveywall is a cashless transaction that can benefit the researcher, the survey respondent, and the digital publisher.

Planning on attending? Send us a note to connect at IIeX.

To learn about about Survata Market Research, please contact us.