Let's turn innovation thinking on its head by introducing a new framework which showcases how military intelligence, social actuarialism, dynamic consumer ecosystems and cobra venom come together to define the rules of successful headwind navigation
Let's turn innovation thinking on its head by introducing a new framework which showcases how military intelligence, social actuarialism, dynamic consumer ecosystems and cobra venom come together to define the rules of successful headwind navigation.
If we define the client as anyone without whom a business wouldn't exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this paper we treat the Respondents with the same interest and devotion usually shown to the archetypal Client and we place the mirror in front of the marketing researchers for a change. We ask the Respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles, fieldwork environments that lead to more insightful and engaging deliverables.
Imagine a future where children future-proof innovation ideas targeted at adults; where consumers become researchers; where research participation rivals the popularity of Pokémon Go... experience a visionary insights future that is INSIDE OUT!
Imagine a future where children future-proof innovation ideas targeted at adults; where consumers become researchers; where research participation rivals the popularity of Pokémon Go... experience a visionary insights future that is INSIDE OUT!
If we define the client as anyone without whom a business wouldnt exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this presentation we treat the respondents with the same interest and devotion usually shown to the archetypal client and we place the mirror in front of the marketing researchers for a change. We ask the respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles and fieldwork environments that lead to more insightful and engaging deliverables.
If we define the client as anyone without whom a business wouldnt exist, there is a group of people that are very important to marketing research but are ironically overlooked. In this presentation we treat the respondents with the same interest and devotion usually shown to the archetypal client and we place the mirror in front of the marketing researchers for a change. We ask the respondents to evaluate our job and help us understand what makes them feel bored and disengaged during fieldwork, what entices them to unlock and be more insightful, how our interaction with them can be more purposeful. The end result is the identification of the qualitative research methodologies, moderation styles and fieldwork environments that lead to more insightful and engaging deliverables.
Qualitative. Quantitative. Two Q words that have traditionally defined market research. As the marketing world evolves, a new industry vocabulary has emerged. Behavioural Economics, Social Media, Big Data, MROCs... language which has inspired passionate, yet divisive debate. Whilst many researchers are embroiled in this debate, is enough energy and passion being invested in delivering clients the best of both worlds? Are the words that will define our future Quintegration and Quality? And will this impact go beyond techniques and ultimately require new business models, talent and processes? This paper presents a challenging perspective and invites researchers to move beyond the debate to help redefine market research best practice for the future.
Qualitative. Quantitative. Two Q words that have traditionally defined market research. As the marketing world evolves, a new industry vocabulary has emerged. Behavioural Economics, Social Media, Big Data, MROCs... language which has inspired passionate, yet divisive debate. Whilst many researchers are embroiled in this debate, is enough energy and passion being invested in delivering clients the best of both worlds? Are the words that will define our future Quintegration and Quality? And will this impact go beyond techniques and ultimately require new business models, talent and processes? This paper presents a challenging perspective and invites researchers to move beyond the debate to help redefine market research best practice for the future.
Our industry has now eagerly embraced the term 'Brand Buzz' but is this really a new concept at all, or just a re-branding of traditional brand health measures? In this paper, the authors examine the notion of Brand Buzz to provide robustness around defining and operationalising Brand Buzz and present a case study involving over fifty brands and twelve thousand consumers to help reveal some intriguing and exciting insights about what Brand Buzz really is and how it can be generated and meaningfully measured.
When the Apple Store opened in Sydney recently, eager patrons queued in the cold to be among the first to claim this iconic brand experience. When Grand Theft Auto 4 was launched, Ebay demand was already at a record high before the first products were available for sale. When Radiohead released 'In Rainbows'; direct to market (and at a price aligned to individual demand), even Baby Boomers with no previous interest in the band found themselves compelled to download the album. Not to mention the rush of pre-adolescent Harry Potter fans literally mobbing bookstores around the globe like delirious Beatles fans did forty years earlier in the rush to buy the last instalment in the famous JK Rowling series. This paper examines the idea of 'Anticipation Marketing': the phenomenon in which demand for products and services is not only enabled, but often peaking prior to their availability in market. Whilst this phenomenon is hardly new, it is peculiar in many ways, including the extraordinary fervour that can be created, the immediacy of demand and the apparent lack of advertising or overt brand communications in many instances. In this paper, the authors begin by examining 'Anticipation Marketing' using case studies and semiotics to identify the key success conditions and principles that help us to understand these market experiences. We then look to understand it further through the application of traditional and emergent qualitative techniques (in-depth interviews, online blogging, online qual) across a number of consumers and category experiences. Finally, we use these insights about successful anticipation marketing to design an experimental piece of consumer co-creation to test whether anticipation marketing can extend beyond technology, fashion and creative realms into everyday product or services marketing. By reading the paper, readers will have gained fresh, empirical insight into how anticipation is created and, specifically, how modern online communities and forms of emergent consumer dialogue can (or can't) be used to generate stronger demand than ever for consumer products or services.