Fast presentation of the ESOMAR Foundation from ESOMAR Council Member and Representative of the Supervisory Board of the ESOMAR Foundation.
For some, evolution, or change, represents a wonderful opportunity; for many others, it poses a grave challenge to the accepted norm; but for all of us, such change is now an undeniable and omnipresent element of daily life. As developments in technology, travel, media and communication enable us to bring the world closer together, faster, more regularly and more frequently, change ironically becomes the constant, common denominator of life that we need to celebrate more.
In light of recent developments in the market research sector, MOA ( the market research sector organisation in the Netherlands) has formed a think tank. This group has investigated developments in ICT and other non-market research sectors, resulting in a plan for organising and defining the market research field of activity. This 'market research reloaded' concept focuses on the needs of users of marketing and/or business intelligence and is based on the integration of different data streams in order to ensure optimal decision-making.
After more than two years of marketing research and brainstorming a new pipe-smoking concept was introduced in Amsterdam: TATTOO, a precious individual characteristic. It features a colourful modem pipe and a tobacco case in a small, handy box. A life-style advertising campaign was presented in print and movie to position and promote the new product. What made this new product interesting enough to present a paper on the subject? In the first place we have to realise that the pipe tobacco market has been declining considerably over recent years. Secondly, pipe smoking has a very old-fashioned image. Notwithstanding this development, a team of specialists in the fields of tobacco marketing, sales, advertising, design, and marketing research was formed. With close teamwork and financial and emotional investments the product launch was extremely successful.