The growing consumer-use of voice-enabled technology will reshape customer journeys and purchasing patterns. It challenges the brand-strategy of leading companies and it creates opportunities to develop their unique voice brand.
The growing consumer-use of voice-enabled technology will reshape customer journeys and purchasing patterns. It challenges the brand-strategy of leading companies and it creates opportunities to develop their unique voice brand.
90% of the core activities of market research will be automated. Design, Interpretation, Guidance and Trust will typify the Market Research Profession. This provocative session is highly relevant for researchers hoping to be successful in 2027.
90% of the core activities of market research will be automated. Design, Interpretation, Guidance and Trust will typify the Market Research Profession. This provocative session is highly relevant for researchers hoping to be successful in 2027.
In the competitive mobile telecom market combining price reductions with increasing revenues is of high importance. KPN Mobile and SKIM Analytical have conducted several studies in order to identify key drivers of choice, also taking into account the importance of brand image. This paper describes how the key drivers can be identified and how brand re-positioning, in conjunction with targeted pricing strategies, enabled KPN to turn a declining trend and to capitalise on its dual branding strategy.
The pharmaceutical and medical instruments industries have become global industries. The industries have evolved from a group of independent affiliates to virtual organizations with locations all over the world. At the same time there is a booming number of new competitors, often innovative and technology driven and venture capital funded, who enter the market and play according to different rules. All these changes require that we look at our industries, strategies and practices from the outside in.
In this paper a model to measure the impact of value creating elements in the product development process is introduced. In the early phases of the product development process the researcher is able to identify which element of the product will add value to the customer. In the later phases of the product development process the researcher is able to identify which customer value is created what it is based upon and what the impact of the elements adding value to the customer is for the company. Underlying the model are a number of advanced research techniques to measure sensitivities to concepts features price and brand and to identify the meaning of these value-creating elements to the customer. The model provides the information based on which choices of individuals can be simulated. The simulation tool enables the researcher to manoeuvre the new products to pole position and create the best starting position for product launch.
A comparative qualitative international survey among internationally operating Japanese, American, German and Dutch industrial and industrial services companies shows that technological lead is the critical factor to a companyâs success, the factor that makes the company stand out. A constant fine tuning between the technicians and the market (the customer) contributes significantly to this technological lead and determines the success or failure of a company. Market Research can play a vital role in the fine tuning between the technicians and the customer. In this process the market researcher has to take the lead or has to participate actively in the Quality Function Deployment process. The researcher, being equipped with advanced tools to measure the demanded quality and customer needs, is able to contribute significantly. The advantages of the QFD process are: speeding up and shortening of the product development process; early indication and killing of unsuccessful projects; better products and less claims; improved cross-functional and cross-disciplinary communication, cooperation and mutual understanding; a significant increase in return on the investment in R&D.