This paper advances the debate concerning the future of market research. First, it describes the changing marketing landscape and a revised model of marketing that is emerging as the focus of marketing activity moves from completing transactions to building relationships. This forms the context for discussing the extent to which the implications of this trend have been identified and addressed by the market research industry. The paper concludes by proposing nine rules to guide thought and action in this new marketing landscape.
This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand. The paper considers what is understood by 'a CRM strategy', followed by a brief review of current thinking about brands. In synthesising these two discussions, the case is made for market research to play a powerful mediatory role in the creation and delivery of brands by means of a CRM strategy. Critical to this is the view that effective CRM needs to integrate the perspectives of both organisations and consumers.
This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's personal values. The research was carried out in the UK and Germany, among 24 respondents, and the paper discusses the findings in relation to managing the marketing mix across more than one market.