This paper examines how WGBH and Applied Research and Consulting LLC conducted collaborative research that identified strategies for transforming ZOOM, a highly successful 1970s children's educational television show, into one of the most exciting 1990s children's educational destinations in the world. This paper illustrates how a variety of qualitative research methodologies (designed to uncover specific concerns, attitudes and preferences of the target audience and the ways these concerns, attitudes and preferences had changed since the 1970s) resulted in the merger of new and existing technologies into an integrated, interactive educational media platform that would provide additional learning opportunities through the initial integration and ongoing enhancement of the integrated media offering.
The following paper demonstrate show applied research has been used to assist companies in the identification and design of innovative solutions for developing both vibrant internal cultures and responsive external marketing and communications strategies.
The following paper demonstrates how applied research conducted with Public radio listeners was used to expand listener appeal and increase binding opportunities for a leading public radio station in New York City. By using research to construct detailed psychographic profiles of a range of distinct types of radio listeners (with special attention to each groups attitudes toward and responses to both public radio specifically and fundraising in general) research was able to transcend the traditional dichotomy of passive non-affiliated listener and active self-identified member in favor of a broader more complex range of listener/supporter types. Findings from the research enabled programming and fundraising developers for the public radio station to develop new strategies for increasing listener identification and financial support without alienating the identification and support of the stations existing core audiences.
The paper describes how research may be used to assist program developers in transferring brand appeal and loyalty from established brands to new brands, while avoiding the potential pitfalls of weakening existing brand equity or associating a new brand with undesirable qualities. The results are based entirely on qualitative techniques (focus groups, individual observations and interviews) with the target audience.
This paper describes research that was conducted to inform the development of an interactive CD-ROM product designed to enhance the mathematical skills of eight to twelve year old children in a user environment that combines computerized gameplay with traditional storytelling elements and devices. The results are based on a highly customized, iterative research model which enabled product developers to observe users responses to both isolated product components and their integration in the overall product design.
Changes in marketing environments have, in many cases, rendered traditional company-to-consumer marketing and communications strategies insufficient, as the need to target, communicate, and address the needs of different constituencies has increased. Marketing departments need to identify when marketing decisions have broader internal and external repercussions that may have a significant impact on a firm's image and positioning both among its immediate body of target consumers and society at large. In today's increasingly complex marketplace, corporations are also faced with the challenge of developing products designed to appeal to multiple consumer populations, with different and sometimes competing expectations. Qualitative research is needed to fully understand how different constituencies may approach one issue or respond to one product with radically different needs and expectations. Quantitative research can compare how different groups answer the same question, but it fails to take into account that the same question may mean different things to different people. This paper presents two different case studies involving corporations attempting to market a single product or service to different consumer groups. It illustrates how in-depth qualitative research can be applied to develop and integrate marketing and communications toward different audiences.
This paper presents two different case studies involving Western manufacturers and distributors attempting to introduce their products to consumers in Eastern Europe. Each case clearly illustrates how research can be applied to develop and integrate communication and marketing strategies toward different audiences in new and previously unexplored markets.
A research project undertaken for the owners/operators of the World Trade Center investigated the multiple impacts of the terrorist bombing on various constituent groups. A combination of qualitative, quantitative and secondary research was used to identify and understand individual reactions to the bombing and major concerns and needs resulting from this crisis. This information was used to inform the overall communications strategy and crisis communications. A unique aspect of this research was the use of psychological theory on trauma to inform the analysis of research findings and the resulting communications strategy.
Changes in marketing environment have, in many cases, rendered traditional company-to-consnmer marketing insufficient, as the need to target, communicate, and address the needs of different constituencies has increased. Marketing departments need to identify when marketing decisions have broader internal and external repercussions that may have a broad impact on a firm's image and positioning. These constituencies may be internal or external, but their impact on the success of a marketing plan cannot be under-estimated. Qualitative research is needed to fully understand how different constituencies may approach one issue from radically different contexts. While quantitative research can compare how different groups answer the same question, it fails to take into account that the same question may mean different things to different people. This paper presents different case studies illustrating how research can be applied to develop and integrate communication towards different audiences.