Every industry is being disrupted by changing conditions in their operating environment - the market research industry is no exception. In such disruptive times, the purpose of strategy development must be to transform the business, to re-conceive the value proposition, to remain relevant to customers and consumers. Strategy is therefore a creative process, and the purpose of strategy development is to: a) Re-perceive how the external business environment could be different in the future, and b) Re-conceive the organisation's response to such changing circumstances. This paper makes the case for the application of scenarios in business strategy and innovation, and describe a process that can be applied within their own operations.
This paper will examine new enabling tools in the manner of games that can be used to convert and enrich the conventional focus group discussion. This shall be demonstrated using a couple of case studies from Indonesia.
This research is expected to provide valid and reliable constructions and methods regarding the factors behind the intention to participate in social marketing campaigns. The presentation also hopes to explain the impact towards the perceived images and values of companies that initiate social marketing programs to build a better society (in terms of behaviour and equality)
It is estimated that there are 20 million commercial sex workers in India, and around 80% of these are victims of sex trafficking. Kidnapped or lured from their homes, these women and girls are forced to succumb to sexual exploitation as sex workers through a combination of coercion, torture, starvation and rape. 40% of these victims are adolescents and children. There is a demand side and a supply side to this deadly problem. The highly sensitive nature of the problem poses many research challenges. Our paper covers new understanding of the Demand & Supply sides. We will share how using innovative research tools informed by behavioural sciences provide new insights into decision making and how that is helping to reshape the strategies and campaigns to attack this deadly problem.
Our ecosystem, comprising client, agency, and consumer is being impacted by the shift of marketing budgets towards digital expenditure, and away from traditional. Different consumer behaviour patterns and resultant media allocation influence the expertise and understanding needed for insight on new habits, communication modes, and marketing stimuli. Digitalisation is driving the trends in the "personalisation" of consumer markets, mass media fragmentation, and data breadth - which will continue to shape the industry - its core skills and business models pursued. New and innovative areas of expertise and adaptation are needed on both the agency and client sides and these will impact the working relationships between supplier, user, and the consumer on which ultimate value of research depends.
To contribute to society, we usually think about donations. However, if we use our expertise to conduct research to address the burning issues in society, it can bring much more value than we thought. One powerful finding provided by market research can benefit millions of people. One attempt from a market research company to contribute to the world can influence millions of people and change their lives. That is the meaning of "One Is Greater Than One Million." So how do you make "One Greater Than One Million"? This presentation explores a successful case study from Vietnam, providing insight on the differences in attitude and behaviour between happy and unhappy families. The research was followed by a mass media campaign at NO cost, which will inspire you to think about new ways to make the world better.
While the ageing phenomenon poses challenges to social and economic development, products and services that serve the needs of the senior consumers appear to be underdeveloped, especially in Asia where the speed at which the population is ageing continues to be relatively high. This presentation gives a better understanding of the myth vs. facts about seniors and highlights powerful strategies that resonate with this growing and high-spending power target.
Insights2020 â Driving Customer-Centric Growth, is a global marketing leadership initiative focused on aligning insights and analytics strategy, structure and capability to drive business growth. The Insights2020 study has developed the strategic framework, practical guidelines and case studies to help marketing and insights & analytics leaders define the role of insights & analytics in driving business strategy and growth; build and organise the function for success; and emulate the leadership competencies and behaviours of over-performing organisations. Insights2020 builds on Marketing2020, which is the largest study of its kind, helping CMOs align marketing strategy, structure, and capability with business growth. Marketing2020 included contributions from more than 250 CMOs and 10,000 marketers across 92 countries and was featured in the July-August 2014 Harvard Business Review.