This presentation details a large-scale community consultation program that has informed The Queensland Plan: A 30 year vision for Queensland. This study engaged every State Member of Parliament, industry leaders, the business community and the broader Queensland population. Over a four month consultation period, the views of over 78,000 Queenslanders were captured in a program of work that utilised a mix of events, channels and platforms to enable all Queenslanders (regardless of age, location, social economic status or cultural background) to participate. Feedback was captured, distilled and summarised to inform and guide the future direction of the State. While the nature of feedback captured was diverse, nine clear themes emerged, and within each, a number of solutions and requirements were identified. These findings were endorsed by over 600 representatives of the Queensland community. Within this presentation, key community engagement principles are detailed as well as key learnings for large scale multi modal programs that utilise online and offline strategies to drive participation and extract meaning.
This paper reviews the first marketing application of the use of coffee mavens, trusted expert coffee consumers willing to share knowledge and the first to pick up new trends. A worldwide online usage and attitudes study on coffee helped define the parameters of quality according to the consumer. A maven's definition of quality is independent of geographic or demographic variables. Able to articulate answers with more richness compared to other coffee drinkers, mavens are a preferred target for the exploration of the ultimate coffee quality.
Online panels are replacing telephone and face-to-face data collection; increasingly MROCs are replacing more established methods of talking to consumers. What do respondents think about these changes? Are there differences between countries? This study listens to respondents in Australia, Canada, China and USA, finding out what participants really think about panels and MROCs. The authors compare this data with more established options, outlining implications for research design and data quality.
Most conference papers and presentations tend to focus on one of the following: users/buyers of products and services, brands, or methodology. This paper, by contrast, looks at market researchers themselves and asks whether social media in general and Twitter in particular are changing the way that researchers communicate with each other. The paper is complemented by an interactive event held at the ESOMAR APAC Conference in Bangkok (April 2010). The paper starts by providing some background information on Twitter, before moving on to explore the ways that market researchers are beginning to utilise Twitter, both as medium for research and as a method of opening up new and exciting channels (and back-channels) amongst researchers. The paper includes four in-depth reviews of the impact of Twitter in Australia, China, Japan and New Zealand. Finally, the paper draws the threads together in an overall summary and list of key recommendations.
Most conversations and presentations about Web 2.0 have focused on Western examples, typically from the United States and Europe. Companies such as P&G, Lego, Albert Heijn, and Unilever tend to get most of the press, along with US-originated services such as Wikipedia, eBay, YouTube, FaceBook, and MySpace.However, this Western focus on Web 2.0 ignores the fact that the largest global internet footprint is that of Asia. As of late 2007, North America accounted for 19% of all internet users, Europe 27%, whilst Asia accounts for 37% of all internet users. Moreover, the growth in the number of internet users in Asia is much faster than Europe, and nearly three times as fast as North America!This paper seeks to shift the focus of the discussion away from the Western markets and to look at what is happening in the Asia Pacific region, and in particular with respect to Chinese language activity.
This paper is a case study involving a client with a successfully performing brand of fabric conditioner who has acquired another brand in the Australian market. The business strategy was to relaunch both brands with revised fragrance ranges that clearly define the essence of each brand and thus differentiate the two. The brand, fragrance descriptor and fragrance evaluation results were integrated to produce the optimum and most brand suitable fragrance range for each brand of Fabric Conditioner. In addition, the overall reach (in terms of appeal) of candidate sets of fragrance descriptors both within each brand were determined.
This paper outlines methodologies for researching outbound telemarketing (OTM) effectiveness. It aims to help telecommunication organisations better understand OTM non-success and therefore optimize the efficacy of this important competitive channel.