Key Takeaways

Key Takeaways:Gen X is less likely to work out at the gym or use fitness memberships compared to other generations.A clear lack of fitness programming specifically for Gen XGen X has a different approach to fitness, viewing it as important but not the organizing principle of their lives.Gen X values self-sufficiency and independence, leading them to prioritize fitness as a personal responsibility rather than a social activity.Gen X is harder to market to due to their skepticism and desire for self-sufficiency, making it challenging to sell them fitness programs. Quotes“I think it adds a depth to the research that you could debate is necessary in all instances, you know, it's not written necessarily directly into the objectives, but it adds something in terms of the context and the richness of the research to see pGen X has some of the lowest numbers of gym memberships. The boomers are actually more likely to have gym memberships than Gen X does." – Sarah Marion“I do think that Gen X has always been attitudinally very different, and there's definitely aspects of the younger generations that feel more like boomers than they do.” – Chuck Murphy“I think that a big chunk of it is generational. I do believe that life stage plays a part. I think these are two things that are related. But generationally, I do think that as millennials move into middle age, more of them will keep their gym memberships than Gen X has.” – Sarah Marion

Key Takeaways:The future of qualitative research post-COVID.The resurgence of in-person qualitative research.The benefits and limitations of in-person vs. digital research methods.Remote work in qualitative research.Predictions for the future of qualitative research.

Chuck, Sarah and Maggie discuss the current state of health trackers. From the Fitbits to the modern Apple watch, they examine who is using these tools and how they influence our behaviors. Key TakeawaysWhat the current state of wellness tech isThe type of individual who is using wellness techNutrition trackers vs fitness trackers and who uses whatThe current state of trackers and how they have evolved

Maggie and Chuck talk about knowing your category within your market, and how that can have a great impact on how you do business. Key Takeaways:How to know your categoryCompanies that know their category well and the advantages they haveThe effects your category has on your research

Key Takeaways:What is the right number of segmentation for your project?Experiences with using large vs. smaller segmentsPros and cons of segmentation sizeOur experiences working with unique projects and their approach to segmentation 

Key Takeaways:How has inflation impacted spending when it comes to health and fitness?Is health and fitness a luxury item or more of a staple?With “back to office” becoming more prominent, how it is effecting our health routines and spending?Resources:Online Fitness Deep Dive 2022: Online Fitness and the Return to the GymMurphy Research - State of Our HealthThe Rise of Online Fitness

Key Takeaways:• What it's like working at a major brand company• The pros/cons of doing research vendor side• The pros/cons of doing research client side• The future of qualitative research Quotes:“I think one of the nice things that has come out of the pandemic is qualitative research, it's gotten a lot easier because we have this kind of new trust in some of the more online methodologies.”- Olga Sajkowski “With eSports we could have had a debate. Is it even fair to call it a sport? And now we're seeing this whole revolution on how products are positioned and designed around the industry.”- Maggie Bright 

Key Takeaways:Best practices for delivering a presentationIndividual fears about public speakingTips for a smooth deliveryHow public speaking is good for your careerHow practice can make perfect Quotes:“In my mind, there's sort of two parts of this. One has to be mastery of the content, and the better, you know the content, the more comfortable you feel. And the other part is confidence, like sheer confidence. Getting out there and being like, alright, I'm gonna do this.”- Maggie Bright “ I think the most important thing is just mastery of the content overall, even beyond the deck that you're presenting. So then you can be flexible as you move through whatever the content is, whether it be a more formal public speaking, or a presentation to a group of clients.”- Maggie Bright “I kind of think for most people, if you want to continue progressing, there's no way around this. You have to conquer that. You can't hide from it.”-Chuck Murphy

In This Episode:The entire sector of “online fitness” has seen a huge increase in interest among consumers, thanks to COVID. We sit down in today's podcast and talk about what that looks like, if it's here to stay, or if this is just another passing fad.Key Takeaways:How online fitness has boomed during and since the pandemicAs we return to “normal” what aspects of online fitness are here to stayDoes the ease of online fitness take market share from in-person gymsDoes the data driven aspect of online fitness actually make for better workoutsDoes setting an environment matter when it comes to fitnessWhat problems does online fitness solveResources:State of Our Health TrackerPeloton

In This Episode:Chuck sits down with two first year marketing researchers and discusses what their first year in the field was like. We discover the things they found easy, stuff that was difficult to adjust to, and advice they have for anyone ready to jump into the world of market research.Key Takeaways:How to transition successfully from a student to a professional market researcherAdvice for newcomers beginning their careers in market researchWhat aspects of the job were surprising, or expected in that first yearHow to shift your workflow to a fully remote teamThe preferred communication tools of the team

 Key Takeaways:Consumer attitudes on retailers responsibility around sustainabilityOpportunities for mission-driven brands to connect with consumersMurphy Research's Path to Purpose study that measure the impact of brand mission on purpose in consumer perceptions and purchasingResources:4 Things You Need to Know About SustainabilityState of Our HealthPath to Purpose

Key Takeaways:Challenges when starting a segmentationCreative ways to communicate a segmentationImportance of stakeholder inclusion in the beginning of the processResources:Should Your Segmentation Be Global or Localized?8 Creative Ways to Use Segmentations2 Key Questions to Answer to Rock Your Next Segmentation

Key Takeaways:What is market research?What qualities make a great researcher?What do we look for in candidates?Murphy Research's work culture.Resources:Join our team! Murphy Research's careers pageConnect with us on LinkedInMurphy Named One Of The Best Places To Work In LA... Again!

Key Takeaways:How many Americans are making New Year's resolutions?Discussing the drastic decline of resolution making.What are Americans' top New Year's resolutions?How shifting attitudes in Americans' is leading to new wellness trends.Resources:Resolution trends indicate cautious optimism for fitness and nutrition brands blogMurphy Research's State of Our Health (SOOH) series is the largest syndicated health and wellness tracker Annual Trends Report Tracking a Year of Continuous Change: 10 Trends That Will Shape 2022