By Amanda Leech, Research Manager, KRC Chicago

KRC Research now has a presence in Chicago! I’m excited to be helping KRC expand further west, working right in the heart of downtown on the 24th floor of the John Hancock Center. Researcher that I am, one of the first things I did upon my arrival was some secondary research on the place where I’d be working. Aside from it being the fourth tallest building in the Chicago skyline [i], my favorite tidbit is that birds don’t even fly up as high as the John Hancock Center’s top floors [ii]!

KRC Chicago

In front of Cloud Gate at Millennium Park, a.k.a. “The Bean”

Now that I’m settled into my (very tall) new office building, I’ve been hard at work spreading the word about KRC and our capabilities. From finding opportunities for one-on-one meetings, hosting office events, and just striking up conversations in the kitchen microwave line, I’m having a great time meeting new people and talking about research. In particular, I’ve enjoyed discussing our “new” favorite research tools to help clients reach a brand’s target audience and how clients can utilize our proprietary Media Poll Database to inform survey recommendations.

The Media Poll Database (MPD) is our continually updated database of over 1,000 unique media polls, or surveys meant to generate headlines for brands, across several tiers of influence. Created to track media pickup, trends in publication, and standout themes, the MPD allows us to make informed, data-driven recommendations to clients when crafting media polls, based on our study of what makes a media poll successful.

I love all research but one of my specialties is media polling, which includes KRC’s PulsePoll. After about 2 months in the city, I’ve noticed that several recent KRC stats ring true:

  1. Midwesterners are the most likely to look forward to seasonal beers, over seasonal coffees or cocktails. I took a trip to a bar that only served beer and cheese-based items, so yes, I’ll mark this one as true.
  2. Midwesterners think humans will be living in space in an average of 36 years – that’s about a quarter of a century before the rest of the country. It might be wishful thinking after visiting the Adler Planetarium.
  3. Midwesterners report having the most to lose to get down to their “goal weight” – 3-9 pounds more than the rest of the country. Two words: cheese curds.I get it, they’re irresistible.
  4. Midwesterners are the last to begin their holiday shopping – starting an average of about 1-3 weeks after the rest of the country. I don’t know if this one is true yet, but I’m happy to be located right on the Magnificent Mile to get all of my last-minute gifts.

To receive more KRC stats like the above, subscribe to our monthly newsletter of Pulse Poll statistics here.

 

[i] Source: http://www.skyscrapercenter.com/city/chicago

[ii] Source: http://www.johnhancockcenterchicago.com/facts.html