This presentation describes the idiosyncrasies in Brazil and the focus group initiative that has been launched by the IBM Brazil marketing team to engage sellers to obtain feedback and educate them on the company's new advertising campaign to be launched during 2008. It was the first time that such initiative was launched by IBM in the country. The experience, its advantages and disadvantages, pros and cons, as well as results will be shared during this presentation.
This paper provides a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation. Researchers were able to blend their roles together with those of the strategic planners and were thereby able to enhance the value of research to the business. The case study illustrates how and why such a role-blending approach adds business value.
This paper highlights examples from several online web site survey to illustrate some of the complexities to conduct online research. In particular the paper argues the importance of a strong collaboration between market researchers, legal, costumer service units and technical staff. Additionally, the argument is made that the Internet is forcing change not only in the research process but in the skill sets required of successful research professionals.
This paper has the appearance of a check list. It might well serve that purpose for a market research agency when composing a more or less standardised offering to the parties in a given marketplace. In the context of this seminar it is meant to make the audience aware of the complex environment in which business decisions have to be taken: the information needed, and the transformation into intelligence. Particularly this function of transformation is the area where the agency can present itself as a consultant. There is a definite need for this type of service, but let there be no misunderstanding, becoming a respected consultant will not be achieved over night. It will cost a lot of time, effort and money. The investment though will be rewarding.
In the business environment a rapid response to management questions about the development of the status and the characteristics of the marketplace is key to the success of the business entity. Particularly the marketplace for information processing equipment and services is subject to significant change. Tracking this change via 'single source' studies helps in getting insight in the development of the segmented marketplace. In 'single source' studies the phenomenon of non-response is considered to be a major problem. A relatively simple solution to overcome this problem in the short term will be a contribution to the corporate planning process.