In this case study, Robert Adams (Vice President Global Human Insights, Visa Inc.) will describe the foundations for transformation the high-tech way, identifying key best practices that can be leveraged by other organizations. Elizabeth P. Morgan (co-founder at Market Logic Software), will share the technological underpinnings for the strategy and an outlook for the quarters ahead. We will see how change management can be flipped on its head with the interplay of behaviour, governance, and technology, to create lasting structural benefits for the research organization and the business at large.
Market research is at risk of becoming irrelevant. The professional discipline is at a crossroads during a turbulent, global economic shift. This is adding extreme pressure for market research to prove its worth. Marketing also is evolving and the pace is more pronounced by the evolution in new media. Market research is highly dependent on the very functions of the businesses from which it has evolved and for which it now provides insights. It is interdependent and must grow and evolve to remain relevant.
BP Trading Ltd. decided in 1970 to embark upon an advertising campaign, initially in Europe, designed to create a more favourable image for BP amongst authoritative opinion-formers or media communicators, to influence purchasing decisions in BP's favour. The campaign was designed essentially to promote sales rather than to generate public goodwill for the corpor ation, which demanded a notable product theme. What follows is a description of how pre-testing research was employed to validate the creative premises and the communication promises, and post-testing to measure the extent of achievement, if any. And, finally, the reasons - mostly external to the research findings and considerations - which nipped the campaign's promise in the bud.