This presentation describes the role of stakeholder opinion research in helping companies develop robust corporate responsibility policies, practices and communications. It outlines the application of research in identifying priority issues, reconciling demands of different stakeholder groups, deciding appropriate initiatives, effectively communicating performance to stakeholders, and demonstrating the value that corporate responsibility brings to the business.
Tipping points, viral marketing, the butterfly effect - Marketers today want to understand and take advantage of these 'emergent' phenomena. Outside of marketing research, innovative social and computer scientists have developed a new approach to understanding complex 'non-linear' phenomena. This approach is known as agent-based simulation.This presentation introduces agent-based models and explains the way they work, with examples of applications for marketing and marketing research.
This presentation describes how Ethnographic Research, a method providing clients and market researchers with the possibility to jump into the respondents' life and take part in particular situations and relevant actions, can overcome barriers of traditional methods. 'Being there' for us means taking part in the persons' life in order to participate and learn what we need to know. The presentation outlines both the fundamentals and the impact of Ethnographic Research on the client side to fuel strategic marketing decisions.
Within the Heineken Company the several world-wide operating companies (Opcos) were all responsible for monitoring brand health. Within recommended guidelines, each Opco could organize their own way, and particularly the change to increasingly continuous consumer tracking led to market-specific, tailor-made solutions. With the reorganization program "Taking Heineken to the Next Level", a more fact-based management- and measurement style was developed. One project to support this new style is the Heineken Brand Dashboard, a world-wide measurement, storage and reporting system of all essential Key Performance Indicators of the Heineken Brand.
While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This presentation introduces a perception-oriented measurement approach and reviews an instrument allowing better understanding of background factors of corporate brand strengths. Based on this cause analysis, the presenters show how to develop a promising positioning strategy for the corporate brand. As management of the corporate brand is largely based on communication activities, an evaluation approach linking the communication mix to the positioning of the corporate brand and its strength is introduced.
Innovation and differentiation are the buzzwords in any client organization - and if market research is looked upon as lacking the ability to provide creative solutions - or, even worse, as killing the creative spark - then we as an industry are in a danger zone. This presentation addresses solutions to the perceived (or real) absence of creative thinking among the research fraternity. The focus of this presentation is on three main areas: how creativity is defined; what prevents researchers from being creative; and where we can look for solutions.