The potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people's lives, interactions and opinions, the web offers tremendous possibilities in the years to come.This presentation illustrates the promise of this method through two 'webnographic' case studies: one among youth, examining the interests, attitudes and needs of this segment as expressed in online forums; and the second focused on feedback on a range of models launched by Nokia.
The world is looking intensely at Asia today, as it moves rapidly towards becoming not only the world's largest producer and consumer, but also the largest productive workforce. Marketers and policy makers everywhere are keen to know how to exploit this rapid transformation. The presentation provides a macro perspective on the environmental changes occurring in Asia today, then more closely examines consumers with selected insights about youth and women, ending with a discussion on how marketers can devise strategies to deal with this exciting new opportunity.
This presentation sets out benefits and disadvantages of online as a research methodology. Rigorous processes and quality controls are necessary in setting up good online research. Clients need reliable and representative sample frames to work with when determining sample design, while panel operators should have tested panel representativeness, as well as any weighting procedures required to ensure the sample provides a valid reflection of the target group being researched. The presentation also presents views on the future shape of the industry.