A great deal of the current discussion and debate concerning the modern marketing researcher, his/ her skill set/mind set, as well as his/her role within the discipline has focused on the various research agencies, client organizations, and the use/applications of methods and research designs as applied in the normal everyday work environment. Much has been written and reiterated concerning the need to evolve or change our discipline by adopting and/or developing new techniques, methods, and research designs. also of critical discussion has been the role of marketing research within the general business model or corporation, including a very acute focus on the role of marketing research as it particularly pertains to the monetary bottom line or the return on investment (ROI).
The main focus of this paper is to illustrate how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to gather critical customer input during the creation and development of both vehicle interiors and exteriors for the 2010 year models. This approach consisted of using ideation, innovation, and triangulation methods which were developed in conjunction with experts from multiple disciplines in order to fully assess the future "needs" and "wants" of the next generation of consumers. This essay will attempt to illustrate how this research design was developed, tested, and applied in the advanced product development process. There will be an attempt to illustrate how this qualitative approach is much more than the simple application of various/random traditional qualitative techniques, but rather an integration and application of key methods and techniques which were utilized to illustrate and highlight critical aspects of the product design cycle from the customer point of view.
This paper presents an outline and vision of the Globalized Commercial Model and its application to the working relationship between North and Latin America within the context of the marketing research discipline. A framework as well as a paradigm is developed concerning the functioning of this model, its components, its ability to overcome cultural conflicts/differences, and its advantages for marketing research agencies as well as global clients. The proposed outcome of this model is the development and implementation of marketing research programs that uncover and report true strategic consumer insights rather than disconnected general results.
This paper describes our attempt to understand the respondent's 'true' inner self during qualitative research in Mexico. The essay begins with a short review of a number of key respondent biases associated with traditional qualitative focus groups. Since the validity and reliability of the respondent's information, based on traditional focus group techniques, can be called into question, we have applied theoretical psychology and social anthropology to aid in the identification and assessment of the respondent's 'true' inner self.The paper demonstrates the triangulation method, which involves the linking of the true event or observation with the customer's perception of it to an unbiased measurement of the event/observation, and illustrates the use of a number of these triangulation methods utilized during Ford de Mexico's product testing for the new Eco-Sport SUV (Sport Utility Vehicle) in Mexico.
This paper describes the evolution of Ford's Dealer Customer Satisfaction Program in Mexico. It begins with a brief review of the significance of customer satisfaction programs for owner loyalty, return on investment (ROI), and increased market share. The development of the global 'report card' approach in Mexico is described along with its limitations. How Ford de Mexico and The RDA Group addressed these limitations concerning the performance improvement 'report card' strategies and evolved the customer satisfaction dealer program into a vehicle which is focused on consumer insights (customer expectations and dealership process improvement) is then outlined. These steps are described as well as the authors' experiences in addressing issues of consumer insight development in Latin America focusing on the common nature of the program. The paper then describes the creation of a survey as well as a methodological approach which is both market specific in design and administration, but regional in objectives and reporting outcomes.