The subject of this presentation is to discuss methodological assumptions concerning customer satisfaction studies. The presenters, practitioners in this field, present their conclusions regarding the efficiency of measurement methods, data analysis and interpretation of the results. Their methodological discussion is based on real-life examples of customer satisfaction projects conducted at ING Bank (leading example) and in other market sectors, including telecom, the auto industry, and TV/Sat providers.
Global market strategy requires that one know which markets to enter, and when to enter. This presentation describes a case study in global and eastern European markets where markets were clustered on the basis of cultural and behavioral factors, and a predictive model created to help the firm manage its long term global market strategy.
Using the example of a research project for the CSOB, a leading Czech bank, this presentation demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer. Results delivered by conjoint analysis on the bank's personal banking product portfolio were used to develop an educative online game that simulates a sales communication of bank representatives with their customers. As an innovative concept for training the sales force, the game was eventually merged into CSOBâs internal education system.
The vital ignition for the development of the advertising and research industry in the CEE region is multi-platform communication and its measurement. Internet slowly becomes a traditional medium, but it gets a new meaning considering its complexity. Mobile, video, social media... during this presentation you will see that not only online measurement in CEE is well, but it also sets global trends. You'll learn about the regional internet landscape and about the development of the industry, which just a decade ago was at the beginning of its fascinating journey.
Joeri Van den Bergh, Author of How Cool Brands Stay Hot. Branding to Generation Y (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech) and Managing Partner, InSites Consulting, Belgium.
This presentation illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumersâ decision- making journey within the air care category. A quantitative study with statistical modeling was utilized, followed by mobile ethnography. This study resulted in deep mining, differentiated intelligence and penetrating insights that led to actionable, transformative opportunities.
Panel discussion
This presentation shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customersâ motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kasperskyâs global brand strategy.
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country. The findings presented are based on the results of qualitative research undertaken in the alcoholic spirit drinks market.
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This presentation demonstrates the merits of using the natural human powers of observation and prediction in a âWe Researchâ approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology.