The era of the long and drawn out survey is drawing to an end. In the digital age, we can no longer afford to waste time asking irrelevant questions. attention spans are short and new research methodologies such as mobile simply cannot support long questionnaires. to succeed in today's research environment, a clear focus is required. this presentation examines a variety of classical survey measures to establish which measures link to reality and which do not. the time has come to sift through all of the 'standard' measures and spring clean: what is worth keeping and what should have been thrown away a long time ago?
Two questions periodically arise in our industry: how do brands really grow and why don't the best always win? Every time our industry thinks that we have the answers nailed down, someone comes along and undermines the collective consensus. We are currently in one of these disruptive periods wherein the foundations of our beliefs are being challenged by the likes of Andrew Ehrenberg and Byron Sharp. This is the perfect opportunity to re-evaluate what we thought we knew. This presentation looks at how people really buy based on five years of actual purchase behaviour in order to update our industry's understanding of how brands grow and how markets evolve.
Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has two purposes: first, to show how the inclusion of a measure of commitment in new product testing helps to deal with the problem of over-claim. Second and more importantly, this paper shows how an understanding of how commitment works should help with the development of strategy for new product launches.
This paper set out to describe the Conversion Model, its methodology and applications, as well as validations. In addition, some of the ways in which its results are being used by marketers were described. Applications of the Conversion Model continue to grow. We have had no reason to alter the simple basic conceptualisation of the model which has been in existence some ten years now. The Conversion Model provides a robust method for measuring the commitment of consumers to the brands and the categories of products that they use.
The paper reports on a test of the model in a benchmark study done in the field of financial institutions. Respondents are categorized and grouped using the two key measures, and the predictions about them tested using a perceptual mapping technique based on correspondence analysis. The paper closes by examining some of the longer term implications for marketing if the assumptions underlying the model are correct. These are: firstly, that because entrenched commitment depends on the mobilization of core values, conversion and the building of customer loyalty also depends on the mobilization of core values; second, that because human beings are limited information processors, there are always gaps between the current choice and the underlying motivational dynamic which can be exploited to "slice-up" the market differently; and third, that given the diversity of human affections and given that affective inputs are more important than cognitive inputs in creating the beginnings of a switch, the development of "niche" products is inevitable in wealthy societies.