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AI Art and the Future

  • May 12, 2024

  • Eyes4Research

Artificial intelligence (AI) is rapidly changing the way we work, play, and even view our world. As generative AI progresses and becomes more refined and precise, it will become a bigger part of more spaces, including the art world. AI will affect how artists do their work, brands present their images and connect to their consumers, and consumers choose what brands to support. The AI art revolution is already taking place, with AI even winning art contests, and is poised to do much more. Brands and artists that understand the role AI art will play and how that role can be leveraged to connect with their consumers will be well-positioned for success in this new consumer landscape.

You probably know a few things about AI and how it can be used for writing, editing, and programming among other things, but you may be wondering what is “AI art”? AI art is simply any type of art, usually visual, that has been created by an AI program through machine learning algorithms and neural networks. AI art is currently getting significant attention from the interesting pictures that people are creating with it, but it will likely have long-lasting repercussions on a number of different industries in the future. The AI art revolution will affect not only artists and the art industry, but also the marketing industry and brands that are looking for new, novel ways to connect with their customers. So let’s take a look at the current state of AI art, some of the benefits and challenges it poses for those who use it, and some future trends we can expect.

AI Art Today

AI’s origins are generally traced back to the 1950s, but its march to its current state was relatively slow until recently. The release of GPT-1 in 2018 marked the introduction of generative AI, which would quickly change many aspects of our lives. The 2022 release of ChatGPT made AI widely available, bringing us to where we are today. As soon as generative AI became widely available to the public, artists, brands, and anyone with some good ideas have used it to create some interesting and captivating art.

There are three types of AI art: generative art, style transfer, and deep dream art. In deep dream art the AI takes an existing image or work of art and enhances it to give it a surreal and often psychedelic look. Style transfer is when AI manipulates an existing piece of art to fit another type of style. Each of these two types offer a range of possibilities, but perhaps the most popular form of AI art currently is generative art. Generative AI works on a set of rules that are programmed into it. The user then enters a set of keywords or prompts and the AI then creates a unique piece of art.

A Range of New Possibilities

The emergence of AI art has been greeted with skepticism and even scorn by many artists, yet some have come to embrace the possibilities it may bring to theirs and other fields. For example, photography was once thought to be the end of painting but instead it became a new art medium and some have credited it with being the impetus of the Impressionist movement in the late nineteenth century. Like photography more than 150 years ago, AI has the potential to become a new artistic medium and create a plethora of business and consumer possibilities in the process.

AI presents quite lucrative possibilities for artists, art dealers, and museums, as the contemporary art world is a $65 million market that has plenty of room for AI art. And if the Modern Museum of Art’s 2022 installation of AI art is any indication, it appears the art world is ready to accept AI. Yet, many artists remain reticent to accept AI, although experts believe it offers them possibilities as well.

If used properly, AI can help artists in their process by helping them get over “blocks” and perhaps give them a new perspective. Some experts also believe that AI art will ultimately enhance how people view human art, giving them a greater appreciation in the process. But the benefits and possibilities of AI art go far beyond the traditional art world and extend into the marketing and consumer spaces.

AI Art and Marketing

The possible benefits that brands can derive from using AI art are nearly limitless but will ultimately come down to how consumers accept the new technology. If consumers accept AI, then brands will have an array of new ways to engage their customers with little cost to them. Brands can use AI art to create unique images and content on social media that creates “buzz” in an interactive way.

An example of how companies could do this is by running an AI art contest on social media to come up with a new logo, phrase, or mascot for a particular brand. The campaign would utilize omnichannel marketing and the new technology of AI art while giving its loyal consumers a fun way to interact the company, thereby building more brand loyalty. As beneficial as AI art may possibly be for the art and marketing spaces, it will bring some pitfalls for certain sections. With that said, if companies and individuals realize some of those drawbacks now they will be better positioned to face them in the future.

Potential Pitfalls of AI Art

The most immediate and apparent drawback of AI art will be the human jobs it claims. It’s currently unknown which jobs specifically within the art and marketing worlds will be affected, but DreamWorks SKG cofounder, Jeffery Katzenberg, believes animation artists will be particularly hit hard. Katzenberg has said that 90% of all artist jobs on animated films will be lost to AI, adding:

“If you look at how media has been impacted in the last 10 years by the introduction of digital technology, what will happen in the next 10 years will be 10x as great – literally,” he said at the Bloomberg New Economy Forum. “And I think   AI as a creative tool – think of that as a new paintbrush or a new camera – has so much opportunity around it.”

It is important to note that although Katzenberg believes AI will replace most animation artists, he also thinks that it will provide a valuable tool for those artists who remain in the industry. On a similar note, some experts think that AI art could adversely affect the contemporary art space by lowering the value of human-made pieces and dragging down the value of the overall market. These potential pitfalls of AI remain to be seen, but the very real legal obstacles of using AI is being played out in real time.

Because copyright and trademark laws were not written with AI in mind, there are a number of legal problems surrounding the technology. For example, it’s logical to think that the person who created a particular AI art piece owns it, but what level of rights do the people who wrote the specific AI program used have? This question has led to even more legal issues, including how AI learns.

AI learns by studying and copying existing art to some degree, which some have argued may be a violation of intellectual property rights. Recently, a number of artists filed a class action law suit against AI art producers Midjourney, Stability AI, and Deviant Art, arguing that the art those generators produced amounted to copyright violation. Although the cases against Midjourney and DeviantArt was dismissed by a judge in October 2023, the case against Stability will move forward setting up a potentially major ruling. Just as the music industry experienced similar legal issues in the late 1980s and early 1990s with sampling, leading to rights of “derivative works,” the courts will likely make rulings that consider how human artists are rewarded for their derivative works.

Future Trends in AI Art

As AI art becomes more ubiquitous in the art, film, and marketing spaces, artists will have to keep ahead of the technological curve to stay employed. Katzenberg noted that not all animation artist positions will be eliminated from the industry, with those who adapt and learn AI being the ones to move into the future. Artists of different media will learn the algorithms and rules that govern how pieces are generated, which will create a new blend of automated efficiency and human creativity. This will eventually lead to new forms of education and curricula at universities and probably even high schools. Just as the post-industrial age forced people to learn new skills, the move to AI art will do the same. A new generation of AI “prompt producers” will likely emerge who will utilize their creations on social media, for marketing campaigns, and in the traditional art market.

Generative AI art will also probably claim a stake in the emerging blockchain technology. Look for AI generated art to be used to make nonfungible tokens (NFTs) that artists can sell. A platform called Art Blocks is at the vanguard of this movement, letting crypto enthusiasts, artists, and NFT collectors invest in AI NFTs. Another application where the blockchain and AI will converge is with smart contracts. Smart contracts stored on a blockchain can be used to sell AI art and to house virtual exhibits. There will certainly be a plethora of more applications for AI art in the Web3 infrastructure of the future.

Successful brands will also expand their AI art footprints in the coming years as a way to stay connected with their loyal customers and to increase their consumer base. As AI improves, brands will have to use fewer resources on marketing, which will allow them to target specific consumer demographics. Look for brands to increase their use of AI art on websites and ecommerce, discovering that they can present their message in a more attractive way at a fraction of the cost.  

Finally, AI art will likely bring changes to the legal profession. Due to the legal issues discussed earlier, a new branch of law will probably form with lawyers who are specifically educated in the nuances of “AI law.” This will also mean that government regulations and laws will also be enacted, which will mean more regulators and departments at the state and federal levels.

Although AI art is still a relatively new technology, there’s no doubt that it’s been a disruptive force in a number of spaces, including the art world, the legal profession, film, and marketing. AI art will likely mean the end of many jobs, but it will also create new ones, as well as a host of new opportunities for brands and consumers alike. Brands that learn how to harness the full potential of AI art in order to connect with existing and future costumers will successfully ride this technology to future success.

About the author:

An industry leader and influencer – Rudly Raphael specializes in all aspects of research logistical design involving quantitative methodology, implementing internal system infrastructure to streamline business processes, channelling communication and developing innovative research solutions to ensure Eyes4Research remains a competitive force in the marketplace. An entrepreneur, inventor (patent holder), blogger and writer – his articles have been published in various magazines such as Medium, Ebony Magazine, Bussiness2Community and also cited in various journals and academic publications.

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Tracking the Evolution of E-Commerce

  • November 6, 2023

  • Eyes4Research

Over the past two decades, e-commerce has evolved from a novel concept to a dominant force in retail, reshaping how consumers shop and businesses operate. The seamless integration of technology with commercial transactions has propelled e-commerce to new heights, marking a shift in how goods and services are bought and sold. 

The Retail Evolution

E-commerce has evolved thanks to technological advancements, consumer preferences, and a shift in shopping behaviors. It began with basic online transactions that allowed users to purchase goods. However, over time, it transcended mere transactions, embracing user experience, personalization, and omnichannel strategies. From mobile commerce to the emergence of AI-driven recommendations and virtual reality shopping experiences, the journey has been revolutionary. 

Understanding Retail Consumer Behavior 

In this digital realm, understanding consumer behavior is pivotal for success. Custom online panels have emerged as a powerful tool for businesses to gain real-time insights directly from their target audience. These panels enable companies to create tailor-made surveys, conduct in-depth market research, and collect feedback from specific demographics, providing invaluable data to steer their business strategies. 

The Impact of Custom Online Panels in Understanding the Market 

Custom online panels, like the ones created and managed by Eyes4Research, offer a direct line to the pulse of the market. By engaging with a custom panel, businesses can obtain nuanced, detailed insights about consumer preferences, purchasing behaviors, and trends. Tailoring surveys and research specifically to a brand’s unique requirements allows for deeper, more targeted analyses, resulting in actionable insights that drive business growth. 

These panels are not just about collecting data, but about understanding the consumer psyche, anticipating their needs, and aligning products and services accordingly. In addition, with the flexibility to conduct surveys at scale and with precision, custom online panels offer a cost-effective means to access critical market insights. 

As e-commerce continues to shape the retail landscape, leveraging custom online panels becomes not just an advantage but a necessity. Understanding consumers and their ever-evolving needs is the key to thriving in the retail market. Eyes4Research creates and manages custom online panels that give our clients the ability to adapt, evolve, and understand consumer behavior, setting them apart from their competition. 
Read more about the retail industry and consumer behavior on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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Not Every Business Will Thrive in a Data-First Economy– Make Sure Yours Does 

  • October 30, 2023

  • Eyes4Research

We are in an era dominated by data, and it’s clear that the business landscape has undergone a transformation. B2C and B2B companies that harness the power of data are not just surviving; they’re thriving. However, not every B2C or B2B business is equipped to navigate this data-first economy successfully. To ensure your business remains relevant and prosperous, adapting to the charging times and leveraging the invaluable insights data provides is essential. 

Why Data Matters

Data is the lifeblood of the modern business world. It’s the key to understanding customer behavior, market trends, and even your own business operations. With data at your fingertips, you can make informed decisions, streamline processes, and develop strategies that resonate with your target audience. But the question isn’t whether data matters; it’s whether your business is utilizing it to its full potential. 

The Data-Driven Advantage

B2C and B2B businesses that embrace a data-first approach are witnessing substantial benefits. These businesses can personalize customer experiences, optimize marketing campaigns, and stay ahead of competitors. Data also allows for a deeper understanding of consumer preferences, enabling companies to tailor their products and services accordingly. 

Why You Shouldn’t Ignore Data

On the flip side, B2C and B2B companies that neglect data are at risk of falling behind their competitors. They might be making decisions based on guessing rather than facts, missing out on opportunities, and failing to address customer needs effectively. In the data-first economy, this approach can be detrimental.

Why You Should Leverage Custom Online Panels

One effective way to ensure your business thrives in this data-first economy is to utilize custom online panels. Custom online panels, such as the panels created and managed by Eyes4Research, are a valuable resource for gaining specific insights and information from your target audience. These panels are tailored to your unique business needs and help you collect data that is relevant to your industry and goals. 

Here are just a few of the benefits of using custom online panels

  • Precise Targeting: With custom panels, companies can reach the exact audience they want to study, ensuring that the data they collect is highly relevant to their business. 
  • Timely Data: Custom panels allow B2C and B2B businesses to collect data quickly, enabling them to respond promptly to changing market conditions. 
  • Cost-Efficiency: These panels often prove to be a cost-effective way to collect data when compared to more traditional research methods. 
  • High-Quality Data: The data companies collect from custom panels is typically of high quality, providing them with actionable insights. 

Businesses that embrace the data-first economy are poised for success, while those that ignore this shift may find it increasingly challenging to compete. To ensure your business remains ahead of the curve, consider partnering with an experienced data collection agency like Eyes4Research so you can harness the power of custom online panels for your business. 

Read more about the relationship between market research and the business landscape on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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The Role of AI in Powerful Music Creation and Curation

  • August 7, 2023

  • Eyes4Research

The technology landscape is evolving fast, but one facet that has shown remarkable potential is AI. From self-driving cars to personalized recommendations, the influence of AI has permeated various industries, including music

Here are the ways that AI is playing a role in both creating and curating music, unveiling an exciting collaboration between human creativity and technological innovation

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  1. AI as a Music Creator

AI has proven its mettle as a music creator, capable of composing melodies, harmonies, and even entire musical pieces. Leveraging deep learning algorithms and vast music databases, AI systems analyze patterns, genres, and styles to generate compositions that rival human creations. 

They learn from existing music, continually refining their abilities, and pushing boundaries beyond human imagination. 

  1. Enhancing Collaboration

Rather than replacing human musicians, AI acts as a collaborative partner, sparking new ideas and expanding creative horizons. AI facilitates experimentation by providing musicians with novel patterns, melodies, and arrangements, unlocking previously unexplored artistic territory. 

  1. Tailored Music Recommendations

The age of streaming platforms has witnessed an overabundance of music choices and AI-powered recommendation engines have become indispensable. Analyzing user preferences, listening patterns, and even emotional responses, AI algorithms curate personalized playlists, ensuring a seamless musical journey for each listener. 

  1. Music Curation and Discovery

AI personalizes music recommendations and aids in music curation for various platforms. Whether it’s curating background music for videos, arranging playlists for radio stations, or selecting tracks for themed events, AI offers unparalleled efficiency and accuracy, ensuring the right music reaches the right audience. 

  1. Breaking Barriers and Embracing Diversity

AI-driven music creation and curation have opened doors for diverse musical genres and artists. In exploring underrepresented musical styles and promoting emerging talents, AI plays a crucial role in fostering inclusivity and preserving cultural heritage. 

  1. Ethical Considerations

As AI gains prominence in the music industry, ethical concerns arise. Questions about copyright, intellectual property, and the potential loss of human creativity warrant thoughtful consideration and responsible implementation of AI technologies. 

AI enriches the musical experience for listeners, empowers artists with innovative tools, and expands the boundaries of creativity. As the use of AI becomes more commonplace, is essential to embrace the possibilities of collaboration between creativity and technology in a way that recognizes ethical concerns as well as how this technology can move the music industry forward. 

Read more about technology and the entertainment industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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The SAG-AFTRA Strike: What You Need to Know

  • July 24, 2023

  • Eyes4Research

Currently, actors under the SAG-AFTRA union are on strike, which means not promoting their movie at events, appearing in any new roles, and many other things. But what are the specifics under their restrictions, why are they striking, and how does it connect to AI? 

What is SAG-AFTRA?

SAG-AFTRA is a labor union that represents actors and general media professionals, helping them negotiate for better wages and working conditions in the event that they are unreasonable/unlawful. Not just big name millionaire actors, but small actors trying to break into the industry often find it beneficial to join unions for the reasons stated, and boycotting for higher wages benefits them more than it does the Matt Damons and Tom Cruises of the industry. The union was born in a merger of two established unions, the Screen Actors Guild (1933-2012) and the American Federation of Television and Radio Artists (1937-2012). SAG-AFTRA currently has upwards of 100,000 members. 

Events Leading up to the Strike

Last month, under the conditions that their negotiating committee would not reach an agreement on their new contract with powerful Hollywood studios, SAG-AFTRA voted to go on strike. In late June, upwards of a thousand actors signed a letter threatening to strike, including A-listers like Rami Malek and Meryl Streep.

Negotiations that the union proposed to AMPTP (the Alliance of Motion Picture and Television Producers) included limiting the use of self-tape auditions (due to potential bias towards better camera and audio quality amongst audition participants) and issuing residuals for streaming viewership. 

On July 14, the union announced at a press conference its decision to go on strike after their agreements were not met, following the laying out of details of the strike. This would be the first strike involving actors in the television and film industry since 1980. 

AI in Film

One of the issues discussed in the strike was the use of AI-replicated digital likenesses of actors. A portion of the statement that SAG-AFTRA made depicting AMPTP’s stance on the issue (which the latter denies) is as follows, “We want to be able to scan a background performer’s image, pay them for a half a day’s labor, and then use an individual’s likeness for any purpose forever without their consent”. This caused outrage among many actors on social media, as the issue of appropriate payment for especially lower-ranking actors is one that has existed for a long time. Most entry-level actors don’t make nearly enough from one role to live off of, so many have to fit auditions, headshots, and other things in between one or two jobs. 

This hit a nerve with a lot of people likely as a result of the increased use of AI in movies and TV shows, like the de-aging of some actors and the AI generated artwork in the opening title sequence in Marvel’s new show, “Secret Wars”. The ethical issue regarding AI art is a similar one, as many artists feel their art is being stolen from search engines to create this art, and some artists who do commissions express concern over the possibility of losing customers who want custom art commissioned. The attitudes of digital artists and actors are similar enough, both parties wanting to get full credit and payment for work they create. 

Terms of the Strike

The terms of the strike that SAG-AFTRA proposed included actors not being able to promote their projects at film festivals or events, on social media, do interviews, and attend premieres. So pretty much any public promotion of films or shows from the actors is off the table. 

Even promotional collaborations posted on social media have a disclaimer in their posts “filmed before the strike”. So, for however long this strike lasts, don’t expect to see any newly recorded media interviews with your favorite actors.

About the author: 

Akili Raphael is a third-year student at DePaul University. He’s also an author and published his first book when he was only 10 years old. He is well versed in media topics such as animation, filmmaking, and is active in the online video game and sports communities. In his free time, he keeps his overflowing creativity in check by writing, creating art in various mediums, making short films, and practicing martial arts. Always interested in learning new things and sharing ideas, he considers himself a student of life above all else. 

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How Millennials are Driving the Rise in Online Pet Pharmacies

  • May 30, 2023

  • Eyes4Research

The population of pet owners in the U.S. is younger and more connected than ever. This shift is changing the way veterinary care is managed. 

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According to a generational study by the American Pet Products Association (APPA), Millennials are the largest pet-owning segment in the U.S., representing 32% of all pet-owning households. This audience is considered digitally native and is more likely to view their pets as ‘part of the family’ than older generations. 

Because they are digital natives, Millennials are more comfortable going online to learn about pet products than previous generations. The same APPA study revealed that 62% of Millennial pet owners increased the number of online pet product purchases they made over the last year, with over half of those respondents stating that they plan to increase online purchases with home delivery over the next year. This shift indicates that these habits are here to stay.

Before the pandemic sent most audiences online for their shopping, there were signs indicating that increased digital spending by pet owners was already underway. Millennials especially love having pet products shipped directly to their homes– they (and even older Gen Z pet owners) have embraced auto-ship and subscription models for pet products. 

E-commerce and Pet Medications

This preference for online shopping is also impacting the market for pet medications, especially for medications that comprise the majority of prescription spending, like preventatives, parasiticides, and medications for chronic disease management. Many Millennial pet owners are buying medications from their veterinarians’ websites rather than in person from their practices. Others are turning to third-party online retailers

While this change in behavior was challenging for veterinarian practices that had to adapt during the pandemic, the shift to online medication purchasing was offset by the increase in demand for pet medications. It is predicted that this trend will continue, with analysts estimating that the share of pet products purchased online will grow, reaching 30% of the overall pet medication market by 2025. 

A large percentage of medications, especially preventatives and those that are used to treat chronic conditions will require refills. This means that consumers will continue to embrace the ease of home delivery as well as shop around for the best price, which is easier to do from the comfort of home. This follows the larger transformation in e-commerce that has occurred in other categories, like groceries and apparel. 

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How E-Commerce Has Impacted Veterinary Practices?

The migration toward online shopping for pet products has transformed how some veterinary practices are managed, including how inventory is managed and even the mix of products and services that they offer. Some veterinarian clinics are carrying a more tightly edited inventory, only stocking products and medications that are needed for acute treatment situations. 

Pet Owners Still Need Veterinarians 

Regardless of how pet owners shop for and receive the products that they buy for their furry friends, veterinarians will still be at the center of the relationship between them and their pets. The APPA study reveals that almost 60% of pet owners reported relying on their veterinarians for pet health information and guidance. 

To keep pace with the changing needs of their customers, veterinarians will need to adapt to an environment that is more digital, while also staying focused on pet health and wellness. More pet owners are now attending to the overall wellness of their pets and still turn to their veterinarians for advice. A study by Eyes4Research revealed that 61% of pet owners consider their veterinarian a key source of information on holistic pet care.  

Veterinarians have the challenge of embracing new technologies in order to meet their customers where they’re at.  But they also have the unique opportunity to elevate the quality of information they offer to them at the same time. 
Eyes4Research has everything you need to collect high-quality insights from pet owners and veterinarians. Our panels are made up of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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4 Examples of Behavioral Economics in B2C Marketing

  • May 11, 2023

  • Eyes4Research

Consumers probably think that they know exactly why they buy what they buy. The reality of how purchase decisions are made is more complicated, and research points to the idea that most decisions that humans make are the result of subconscious urges. 

Consumers are creatures of habit and instinct, making decisions on gut feelings, not so much employing rational considerations. This intersection of human nature and economics is where behavioral economics comes into play. 

What is behavioral economics? 

Behavioral economics studies psychological factors’ effect on consumers’ economic decision-making. The goal of behavioral economics is to more clearly understand consumers’ decision-making and to try ad predict human behavior in different situations. 

Consumer behavior can be influenced by things big and small, such as the political climate, or the amount of options someone has as they are deciding which product to buy. 

How is behavioral economics used in marketing? 

Behavioral economics studies how consumers’ purchasing decisions are influenced by factors that are seemingly unrelated to the product itself. These factors can be social, psychological, cognitive, or emotional. 

Pair this with B2C marketing, whose core principle is to ensure that a consumer chooses one brand over another, and it becomes clear that behavioral economics aids B2C marketing strategies by understanding more about how consumer decisions can be influenced. As a result, making small changes to a product, the branding, and what choices a brand offers can have a huge influence on consumer behavior. Here are 5 examples of behavioral economics being used in B2C marketing:

Everyone Loves Free

There is probably no word in B2C marketing more powerful than ‘free’. It is for that reason that we often see ‘Buy one, get one free’, and not “Buy one, get one 50% off’. Consumers know that logically they are the same thing, but nothing beats the thrill of seeing the word ‘free’. A sandwich shop offering a ‘buy one, get one’ special on National Sandwich Day is an oft-used example of behavioral economics. 

The Power of Social Proof

A more academic form of peer pressure, social proof is one of the most impactful tools in behavioral economics. It is defined as the tendency to be swayed by other people’s choices, especially in ambiguous circumstances. 

Consumers are more likely to buy products that are popular to gain social standing with their peers, which explains why consumers read online reviews to gauge how trustworthy a company is. Most consumers trust a B2C brand with lots of positive reviews. 

The Scarcity Illusion

Limited-edition products are a solid example of the power of scarcity in behavioral economics. Consumers will tend to place more value on a product if they think that there is only a limited amount available, or if there is a limited window of time available for them to buy the product before it becomes unavailable. 

The grocery chain Trader Joe’s collection of seasonal, limited-availability products has a near cult following, with products often quickly selling out, with help from social media buzz. 

Loss Aversion

Consumers are more afraid to lose something they have than gain something they didn’t have. It basically means that consumers will feel the regret of losing $20 more acutely than they feel the enjoyment of finding a $20 bill on the sidewalk. 

The loss aversion principle sets out to describe what a consumer will lose by not making a purchase. ‘Lightning deals’ are an example of behavioral economics being employed in B2C marketing. These are discounted offers that last only for a very short period of time, encouraging consumers to make purchase decisions quickly, to avoid missing out. 

Read more about consumer behavior on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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4 Ways Tourism is Becoming More Sustainable

  • May 4, 2023

  • Eyes4Research

Environmentally-focused travelers have become more aware of the impact travel has on climate change, as well as on the places that they encounter on their trips. These are travelers who want to leave as light a footprint as possible on the planet while appreciating the cultures that they encounter. 

A growing share of the traveling audience is making sustainability a part of their travel decision-making process. A recent poll by YouGov found that 53% of the global travel audience stated that they intend to search for sustainable travel options in 2023. The same poll revealed that 53% of consumers are willing to pay more for sustainable vacations. To this end, the tourism industry is evolving to better serve the travel audience’s desire for more mindful vacations by reviewing their impact and finding new ways to address their global footprint. Here are 4 ways the tourism industry is becoming more sustainable for the travel audience. 

  1. Tourism Boards Become Stewards of Destinations

The backbone of the tourist industry, what is commonly called destination marketing organizations (DMOs), has become increasingly focused on not only attracting visitors but also encouraging the travel audience to engage in activities during their trips that will nurture the well-being of the communities that they visit. 

Some tourist organizations are even renaming themselves to ‘destination stewardship organizations, to reflect this shift in purpose. Destinations are guiding their futures in a way that prioritizes sustainable and regenerative tourism. Tourism board websites are starting to offer the travel audience ideas for activities and trip ideas that embrace responsible and sustainable travel options. 

  1. Promoting Trains Over Planes

It’s no secret that train travel is more environmentally friendly than traveling by plane. According to The Company of Biologists, trains emit about six times less GHG emissions than planes. More luxury travel companies are starting to weave train travel into their itineraries over airplanes. 

Train travel offers advantages that planes simply can’t provide, such as no limit on baggage, as well as allowing the travel audience to more fully experience their journeys and enjoy the landscape while en route to their destinations. 

  1. The Industry Pledges to Take Action

The tourism industry finds itself both uniquely vulnerable to the effects of climate change as well as being one of the contributors to greenhouse gas emissions that have helped fuel global warming. Many tourism companies are signing on to initiatives like the Glascow Declaration, which requires a decade-long commitment from travel organizations to tackle tourism climate action. Similar initiatives address operational processes and reevaluating food supply chains. 

  1. Embracing Slow Travel Itineraries 

The relatively new idea of slow travel, meaning staying longer in one destination, has seen an increased emphasis in the tourism industry. When travelers concentrate their explorations in one place for a longer period of time, it benefits both the environment as well as the traveler themselves. Staying in one or two central locations allows the traveler to develop a connection with the local people in a destination, instead of feeling as if they are just passing through. 

Tourism companies are encouraging the traveling audience to visit fewer locations and to take day trips, instead of moving constantly moving around during their vacations. Travelers want to get the most out of the investments they have made for their trips and see as much as possible. But the decreased, more intentional movement also lightens the carbon footprint left behind. 

Read more about the travel industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers in the travel audience. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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Why Brand Trust is Important and How Companies Can Cultivate It

  • April 26, 2023

  • Eyes4Research

Brand trust is more important than ever. When a brand has cultivated trust with consumers, it allows them to retain customers and attract new ones. Nurturing brand trust gives a company a competitive advantage and without it, consumers are less likely to buy, regardless of what is being offered. 

What is Brand Trust? 

Brand trust is the measure of how confident consumers are in a business. Can a consumer count on the information a company provides? Will the customer service always be of the highest quality? Questions around brand trust are a key part of the purchase decision-making process for consumers. How well a company delivers on the answers to questions like these, and how well brands live up to the image projected by their branding are key drivers in establishing brand trust. 

Why Brand Trust is Important

Brand trust is essential in helping companies stand out from the competition. If there are two companies that offer two products that are nearly identical, the company with the reputation for stellar customer service and higher quality products will be the one that comes out on top. Consumers want to be able to count on quality products and do not like having to wait on hold for hours to get a problem solved. They will pay a premium for products that last and for brands that they trust. 

How a Company Cultivate Brand Trust

  1. Invest in Market Research

It’s essential to know exactly what customers like and dislike about a product as well as knowing what competitors in the same space are doing. Having a 360-degree view of customers’ needs and wants and brand positioning is an important part of building brand trust. Market research, in the form of online surveys, interviews, and panels helps companies gather the data they need to start cultivating brand trust with their customers. 

Experienced market research agencies like Eyes4Research have the tools companies need to gather insights from consumers. Eyes4Research can help brands find the right sample and write surveys to yield the highest quality data. By being armed with consumer insights and best practices on how to build brand trust, companies can make better decisions. 

  1. Make Products and Services Exceptional 

Consumers are likely to keep buying products that work the way they are supposed to and they are also likely to spread the word about it, too. Products that do not perform as they should will lead to disillusioned consumers, who will likely never buy from that brand again. In order to offer the highest quality products and services, brands need to know what functions consumers want, how best to serve them, and be able to anticipate what unmet needs might exist in the future. Market research provides companies with the insights they need to meet the needs of their customers. 

  1. Build Strong Customer Relationships

A company’s relationship with its customers is one of the factors in building brand trust and determining whether a customer becomes a loyal, repeat buyer. Market research helps brands build strong, long-lasting relationships with their consumers by giving them the data that tells them exactly what their customers need and want.  When brands make their customers feel like they are important, they are more willing to be an advocate for that brand. 

Read more about branding on the Eyes4Research blog. Eyes4Research also has everything brands need to build trust with their customers by collecting high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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4 B2B E-commerce Trends to Know Now

  • April 25, 2023

  • Eyes4Research

Even before the pandemic, the B2B space, much like its B2C counterpart, relied on e-commerce strategies. Dealing with the fallout of COVID-19 put the spotlight on e-commerce experiences during the B2B sales process. There are several trends that are driving the changing face of B2B e-commerce that companies should be aware of to help them capitalize on e-commerce growth opportunities. 

  1. Personalized Customer Experience

B2C companies have implemented e-commerce customer personalization for some time. It’s now time for B2B merchants to catch up. A recent McKinsey & Company study found that B2B buyers are looking for more personalized buying experiences and would be willing to move their business in order to get it. 

Relationships are the foundation of personalized buying journeys and the messaging targeted to customers should stretch from end to end. If B2B companies can create seamless, tailored interactions with their customers, they stand a much better chance of cementing loyalty from their audience. 

Learning more about what B2B customers want is critical to refining the process of personalizing the buying process. Market research can help brands gather data on exactly what their target B2B audience wants. Insight solution agencies like Eyes4Research are essential for B2B merchants who need to know what their audience expects and can then tailor their buying journey accordingly. The data gathered through research can help B2B companies better track their customers’ social media engagement and their buying habits in order to better predict what will capture their attention. 

  1. Omnichannel Experiences

Omnichannel is another area that B2C companies have successfully explored, but B2B merchants are starting to take notice. B2B buyers are encountering an increasing number of touchpoints, and according to the McKinsey study mentioned above, they want even more. B2B companies need to ensure that their consumers have positive, integrated experiences on every channel they encounter. 

In the B2B industry, consumer touchpoints often include mobile apps, websites, social media platforms, and marketplaces. And these consumers expect a seamless and connected experience between all of the channels. If a customer interacts with an app or website before engaging with a sales representative, they will expect the sales rep to be aware of that previous engagement with the app. Knowing this can help provide important details that can draw in the customer with an enticing offer. 

  1. Evolving Marketplaces

The shift to e-commerce models that happened during the pandemic has given rise to an increased interest in marketplaces. B2B companies have started to adopt the marketplaces that B2C merchants have traditionally used. Companies of all sizes can use marketplaces to reach potential customers, but B2B companies are most likely to select specific marketplace models. 

Some B2B companies have chosen to use third-party marketplaces like Amazon. Third-party marketplaces are often less expensive and easier to use for B2B merchants than trying to create an independent platform from the ground up. 

  1. Social Commerce

Social commerce is another area where B2C companies have already found success in reaching their target audiences. It is a space that is poised to offer a level of growth for B2B companies as well. According to Gartner, 46% of B2B consumers use social media when researching buying decisions, so the target audience is already there. B2B merchants should embrace social media to reach these consumers and engage with them. 

But social media isn’t just a place for B2B companies to engage with their audience. It’s also its own marketplace. Companies can build a store right on the apps, giving their customers opportunities to make their purchases without having to leave the app. Selling directly on social media is part of the more significant trend toward, fast, convenient, and personalized service, regardless of the channel. 

Omnichannel marketing and social commerce offer new opportunities for B2B e-commerce businesses to engage with their target audiences in new areas. While personalized experiences will require the integration of new technology, it presents exciting new ways for B2B merchants to engage with their customers.

Read more about the B2B industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

4 B2B E-commerce Trends to Know Now

Even before the pandemic, the B2B space, much like its B2C counterpart, relied on e-commerce strategies. Dealing with the fallout of COVID-19 put the spotlight on e-commerce experiences during the B2B sales process. There are several trends that are driving the changing face of B2B e-commerce that companies should be aware of to help them capitalize on e-commerce growth opportunities. 

  1. Personalized Customer Experience

B2C companies have implemented e-commerce customer personalization for some time. It’s now time for B2B merchants to catch up. A recent McKinsey & Company study found that B2B buyers are looking for more personalized buying experiences and would be willing to move their business in order to get it. 

Relationships are the foundation of personalized buying journeys and the messaging targeted to customers should stretch from end to end. If B2B companies can create seamless, tailored interactions with their customers, they stand a much better chance of cementing loyalty from their audience. 

Learning more about what B2B customers want is critical to refining the process of personalizing the buying process. Market research can help brands gather data on exactly what their target B2B audience wants. Insight solution agencies like Eyes4Research are essential for B2B merchants who need to know what their audience expects and can then tailor their buying journey accordingly. The data gathered through research can help B2B companies better track their customers’ social media engagement and their buying habits in order to better predict what will capture their attention. 

  1. Omnichannel Experiences

Omnichannel is another area that B2C companies have successfully explored, but B2B merchants are starting to take notice. B2B buyers are encountering an increasing number of touchpoints, and according to the McKinsey study mentioned above, they want even more. B2B companies need to ensure that their consumers have positive, integrated experiences on every channel they encounter. 

In the B2B industry, consumer touchpoints often include mobile apps, websites, social media platforms, and marketplaces. And these consumers expect a seamless and connected experience between all of the channels. If a customer interacts with an app or website before engaging with a sales representative, they will expect the sales rep to be aware of that previous engagement with the app. Knowing this can help provide important details that can draw in the customer with an enticing offer. 

  1. Evolving Marketplaces

The shift to e-commerce models that happened during the pandemic has given rise to an increased interest in marketplaces. B2B companies have started to adopt the marketplaces that B2C merchants have traditionally used. Companies of all sizes can use marketplaces to reach potential customers, but B2B companies are most likely to select specific marketplace models. 

Some B2B companies have chosen to use third-party marketplaces like Amazon. Third-party marketplaces are often less expensive and easier to use for B2B merchants than trying to create an independent platform from the ground up. 

  1. Social Commerce

Social commerce is another area where B2C companies have already found success in reaching their target audiences. It is a space that is poised to offer a level of growth for B2B companies as well. According to Gartner, 46% of B2B consumers use social media when researching buying decisions, so the target audience is already there. B2B merchants should embrace social media to reach these consumers and engage with them. 

But social media isn’t just a place for B2B companies to engage with their audience. It’s also its own marketplace. Companies can build a store right on the apps, giving their customers opportunities to make their purchases without having to leave the app. Selling directly on social media is part of the more significant trend toward, fast, convenient, and personalized service, regardless of the channel. 

Omnichannel marketing and social commerce offer new opportunities for B2B e-commerce businesses to engage with their target audiences in new areas. While personalized experiences will require the integration of new technology, it presents exciting new ways for B2B merchants to engage with their customers.

Read more about the B2B industry on the Eyes4Research blog. Eyes4Research also has everything you need to collect high-quality insights from consumers. Our panels are comprised of B2B, B2C, and specialty audiences ready to participate in your next research project. Learn more about our specialty panels here.

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