A new way of delivering insights: both verbally and in writing using tools unashamedly borrowed from the world of journalism, will be introduced in this presentation. The presenters argue that the application of journalistic principles to the communication of insights can deliver significantly greater impact to clients' businesses than current methods of delivery. More effective communication of insight delivers superior meaning and impact to eBay and other clients.
This paper examines the applicability of a Western-derived model of brand equity measurement to Asia/Pacific cultures, with reference to a large-scale validation exercise - both qualitative and quantitative. The authors demonstrate that the overall branding model - taking account of both the softer side of branding (Yin) and the harder performance/functional issues (Yang) - is equally applicable to Western and Eastern cultures, although the attributes that are used to describe each element of the model need to be tailored to each culture.
In his book Asia Rising, Jim Rohwer describes Asia as a bewildering amalgam of religions, races, cultures and languages, of rich and poor, and of advanced and backward. The purpose of this paper is to find out whether market researchers can make sense of this bewildering amalgam of people that represents some 58% of the worlds population, and in a way that allows multi-national businesses to develop marketing strategies that are truly pan-Asian. The paper will examine the international research buying trends that have had, and will continue to have, a profound impact on the ways in which research suppliers in Asia will meet the changing needs of their multi-national clients into the next century.
This paper examines the ways in which various media have been used to communicate the findings from a customer satisfaction tracking study - Customer Perception and Satisfaction Index (CPSI). CPSI is a continuous postal self-completion survey conducted by Royal Mail, the UK postal administration. The paper falls into five sections. The first part describes in some detail the background to, and mechanics of the survey, and the way in which it fits in to Royal Mail's Total Quality Programme. The second section examines the ways in which the research is used. The paper progresses by demonstrating the reasons why communication is particularly important in surveys of this nature, prior to showing how CPSI findings are communicated to the end user. The final section of the paper summarises the lessons that the authors have learned over the past three years of running CPSI.
The principal purpose of writing this paper is to draw together the experience of executives conducting customer care research in four European countries - The United Kingdom, the Netherlands, France and Spain. All four authors have a history of co-operation, both on domestic and internationally co-ordinated customer research projects. The authors start by examining the shift in emphasis that has taken place recently in the marketing of services - away from acquisition and towards retention marketing. This has had a profound impact on the way in which market research projects are designed and used. The paper proceeds to define service and differentiates between two main types of service attribute - tangibles and intangibles. Traditional approaches are reviewed, along with recent advances that go some way towards improving the the quality and usefulness of service research data. The advantages over traditional approaches of two major new developments - SMART and Integrated Problem Solving are discussed in some detail prior to put- ting forward a blueprint for future pan-European service research. The principal ways in which this paper differs from previous papers on this topic can be summarised as follows: - The paper sets service improvement studies in the context of corporate image and customer satisfaction studies. It examines in some detail both the mechanics of the SMART approach (particularly design issues and the elicitation procedure) and the advantages of this approach over more conventional research techniques. -It highlights ways in which SMART has developed (particularly with regards micro-modelling and tracking). -Service research is examined from a pan-European rather than a domestic perspective.