Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This presentation explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for consumer research and marketing. Consumer societies are becoming more immature; consumer decision-making in many situations resembles pre-adult patterns of thought. The presentation concludes with a segmentation of consumers in terms of the degree and types of neoteny that they exhibit.
This paper looks at the human side of the arrival of new information technology. The authors argue that the market research industry should now explain to the outside world how it is making sense of 21st century marketing information. We believe this will give market research more external credibility and will also provide a focal point for fresh thinking about how to recruit and train the next generation of knowledge workers, including market researchers.
This paper outlines a paradigm for strategic research that goes beyond the normal mode of data interpretation and delivers truly decision- oriented information. The authors first review the existing literature on game-theoretic applications and highlight examples and principles of general usage. Secondly how these principles can be applied to inform strategic decisions in markets with a well-defined competitive environment is shown. General points are embedded in a case study. Thirdly the authors demonstrate how these frameworks can then be integrated with economic data to provide a platform for strategic decision taking. The paper concludes by outlining the ingredients of a new and innovative model for informing business decisions through marketing research.
This paper seeks to make a contribution to the analysis phase of the intelligence cycle: the process of capturing analysing and subsequently disseminating market and competitive intelligence In this paper we provide an analytical framework for integrating market and competitive intelligence with other sources of market research evidence. We argue that the emerging interest in knowledge management (KM) provides an ideal vehicle for revisiting the way in which we incorporate market and competitive intelligence into an organisation's overall information armoury.