Victor Loukas - How Mobile Market Research is Changing the Industry

Victor Loukas has worked in the market research industry for well over a decade, and during that time period, he has seen some extreme changes in how research is conducted. While it used to be that all research was conducted in person or on paper, the internet has changed that, making it easy to connect with people from around the world with a click of a button. And now that smartphone usage is eclipsing desktop computer usage, there is a new trend: mobile market research .

 Smartphones allow research companies to collect real time information extremely quickly, whether that be through answering questions, sharing pictures, or even uploading videos. Market research companies are now developing apps that will allow mobile users to participate in research on the go, which is great for those who travel or do not have access to a traditional computer setup all the time. Consumers love participating in research this way because it is quick and easy, and requires minimal time commitment. Market research companies like it because they can collect more personal data about the consumer (for example, a video detailing how they use a product and their reaction to it, instead of just an answer to a survey question).

With this new trend emerging, market research companies are having to rework their data collection strategies in order to keep up with consumer’s needs and stay relevant. Victor Loukas is now working with his company on creating and conducting mobile surveys as well as a mobile app to better connect with consumers.
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Victor Loukas - The Importance of Demographics and Target Audience in Market Research

Victor Loukas is a market research specialist in the San Jose area, and has over fifteen years of experience in the field. One of the most important components of market research is surveying a wide variety of demographics and analyzing the results to determine a target audience for the client’s advertising campaign and product placement. If the demographics that are studied are skewed in any way, this can affect the integrity of the data and produce ineffective research.

Victor Loukas

There are many demographic factors that are important in market research. Basic factors like age and gender are some of the most important, but it is also beneficial to dig deeper into the consumer’s lifestyle to determine their needs, wants, and motivation. Collecting information from your consumers like race, socioeconomic status, religion, political views, level of education, and location can help you locate any trends in your customer base, and you can see if it matches up with your ideal audience, or change your focus if you find you aren’t reaching your target market.

For example, if you are targeting male professionals in their late 20’s and early 30’s for a tech product, but find that your actual consumer base consists mostly of middle-aged couples, you can adjust your strategy so that you can both appeal to your actual consumer base and better target your ideal audience. Ways to do this include changing your social media strategy, placing advertisements in different publications, or sending samples or promotional offers to the audience that you want. By focusing on demographics in market research, Victor Loukas believes that you can better uncover your customer’s needs.
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Victor Loukas - Marketing Strategy for the Sports Industry

Victor Loukas has grown up playing sports, and is an avid football fan. He often combines this interest with his work as a market researcher when he collaborates with athletic and sporting goods companies to conduct research and develop strategy. This field encompasses a huge range of activities, services, and products, and is very international. Luckily, developing strategy for sporting goods companies can be a very engaging task, because sports are a passion for many people around the world, and companies can use that passion to connect with their consumer base.

Victor Loukas

Conducting research in the sporting goods industry involves many product tests, observations, and scientific experiments. With athletic products, especially nutritional ones like energy bars and sports drinks, it is crucial to have these scientifically tested and compared to their competition to find solid facts that can be used to draw the customer in. Observed product tests are also great, because they show exactly how an athletic consumer would use the product and help pinpoint trouble spots that arise when using the product so that they can be fixed.

With sports being such a big influence around the world, there is a huge consumer base to study and analyze. Almost everyone around the world has enjoyed playing or watching some sort of sport in their lifetime, and sports leagues have millions of followers and gain attention from national and international media. Because of this, Victor Loukas believes it is essential to get a full cross-section of consumers when conducting market research in the field of athletics.
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Victor Loukas - Careers in Market Research

Victor Loukas is a San Jose based market research executive, and has had a career in the field spanning the past fifteen years. Throughout his career, he has worn many hats within the market research field. There are many different potential careers in marketing and market research specifically, and in order to be successful, one must be versatile and be willing to wear many different hats in their day-to-day life.

Victor Loukas

 A market research employee may complete several different types of tasks throughout their day, depending on the company that they work for and the project they are handling. Typical activities include meeting with clients and research staff, conducting research via focus groups or observations, analyzing survey data, preparing client reports and recommendations, and managing budgets. To be a successful market researcher, it is crucial to be very organized and have good attention to detail.

There are several different research strategies that are common, and most researchers tend to specialize in either qualitative (analyzing subjective data, such as opinion results or observed behaviors) or quantitative (statistics, facts) research. However, most successful market researchers are trained in both so that they can adapt when necessary. Most market researchers are employed by market research agencies, where they work on projects with several different clients at one time. However, some market researchers are employed by their companies directly, and all research is given directly to the client.

Most market researchers have a degree in marketing with a concentration or certificate in market research. Many will also get their master's degrees in the field. Victor Loukas believes that education is an important part of the process of becoming a successful market researcher.
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