The following paper demonstrate show applied research has been used to assist companies in the identification and design of innovative solutions for developing both vibrant internal cultures and responsive external marketing and communications strategies.
This case history from a successful manufacturing company shows how basic corporate principles and culture are carried into and depend on survey research. The paper describes how qualitative and quantitative measures from face-to-face interviews carried out across the world are integrated in reports which help Nokia Telecommunications improve standards of service in a very demanding and turbulent market. It shows the importance of understanding customer requirements and of using ratings of customer satisfaction as a signpost to changing issues often generated by market and technical developments rather than as primary metrics.
We developed a new methodology for qualitative research based on cognitive science to study the conditions of diffusion of technological innovations. The method focuses on customers naive theories about high- tech products and services. It is illustrated by a study carried out in France and Italy of the general public's understanding of Internet. The results reveal a number of common misconceptions about the structure functioning and use of Internet which help in understanding the reluctance of Italian and French consumers in respect to Internet-based products and service.
This paper aims to demonstrate that international studies give a new meaning to studies predicting future trends including the detection of where new trends develop (in what circles etc.); understanding how trends spread in a given country and how an innovation enters progressively into different social environments; and establishing how trends spread from one country to another.
In the last decade there have been a number of potentially significant technological innovations in qualitative marketing research. The aim of this paper is to help clients and qualitative researchers evaluate how if at all such technological innovations might help achieve their respective and mutual goals with respect to product innovation. This paper examines sources of and influence on product innovation noting some international differences including receptivity to new ideas. The review of past research and the literature examines what drives successful innovation and the implications of this for marketing research. Seven criteria are identified. The paper examines how recent technological innovations in qualitative marketing research in principle meet these criteria and subsequently reports on the reactions of clients and researchers to the application of this technology and compares and contrasts receptivity to innovation in general.
Traditional new product tests focus more on consumers' responses to the new product than on their commitment to existing brands. This is one reason why many traditional methods have had to contend with varying degrees of over-claim. This paper has two purposes: first, to show how the inclusion of a measure of commitment in new product testing helps to deal with the problem of over-claim. Second and more importantly, this paper shows how an understanding of how commitment works should help with the development of strategy for new product launches.
This paper proposes that marketing in different product sectors and in different national cultures changes over time in a consistent and predictable way. The progress from commodity selling to post-modern marketing is based on evolutionary principles.
This paper describes how Gallup A/S and Mobilix A/S the telecom company planned a testing procedure for a rather unusual ad campaign. The authors explain how Gallup and Mobilix managed to devise a model for testing various kinds of different prints and spots keeping in mind the product and ad involvement the communication strategy and the building of a corporate image for a new Franco-Danish company. The first focus of this paper is on Mobilixâs unique communication and brand strategy including a rather characteristic media strategy. Moreover the positioning of Mobilix has been essential in this regard.
This paper briefly describes why the Internet is important to marketers. It then discusses the need for effective research to create effective online relationships between companies and their customers. Following this it looks at the different stages of a website lifecycle and describes the innovative research approaches that have been used at each stage based on Research Internationalâs experience in this field.
In this paper a model to measure the impact of value creating elements in the product development process is introduced. In the early phases of the product development process the researcher is able to identify which element of the product will add value to the customer. In the later phases of the product development process the researcher is able to identify which customer value is created what it is based upon and what the impact of the elements adding value to the customer is for the company. Underlying the model are a number of advanced research techniques to measure sensitivities to concepts features price and brand and to identify the meaning of these value-creating elements to the customer. The model provides the information based on which choices of individuals can be simulated. The simulation tool enables the researcher to manoeuvre the new products to pole position and create the best starting position for product launch.
The present article examines how semiology can help companies to probe and anticipate their industrial development. The Strategimage® project conducted by EDF (Electricite de France) has generated a new method that examines corporate strategies by decoding the visual messages conveyed in the business reports of cosempanies.