Whozini.com, a start-up from USA, wanted to launch a social media mobile app. Being techie, they already had a product in mind and wanted to directly go into MPV Phase. The challenge was to show the value and contribution of an exploratory phase before testing. They also wanted to do research mostly digitally and in the most cost-effective way. For this, we created an MR Mobile App for 360 degree NPD & Innovation work. The result? Whoozini.com won the Innovation Award in one of the biggest start-up events and has subsequently launched the app in the USA & SEA regions!
Whozini.com, a start-up from USA, wanted to launch a social media mobile app. Being techie, they already had a product in mind and wanted to directly go into MPV Phase. The challenge was to show the value and contribution of an exploratory phase before testing. They also wanted to do research mostly digitally and in the most cost-effective way. For this, we created an MR Mobile App for 360 degree NPD & Innovation work. The result? Whoozini.com won the Innovation Award in one of the biggest start-up events and has subsequently launched the app in the USA & SEA regions!
This paper will question the role of objectivity across three parameters: a) what motivates us as human beings, b) key cultural shifts which have taken hold and introduced a change in values and 3) a change in client priorities. This paper will then go on to demonstrate a move away from traditional objectivity in market research by outlining a case study conducted by Northstar Research on behalf of Jaguar Land Rover.
The work of a market researcher can be a truly Sisyphean task: you conduct your project, craft your insights, present them to marketers, only to be confronted with similar research question months later. You're back to the bottom of the hill. That is because the consumer insights which could guide brand strategy in a meaningful way are not yet used sustainably. The Salon Insight Compass is PBI's and KAO's attempt to change this: a toolkit which renders insight into the departure point for all marketing and innovation activities while providing inspiration and clear guidance in an application-focused format. PBI and KAO are going to shed light on the SIC in theory and practice, and on whether it has helped our Sisyphus to live happily ever after.
The story of how Orange created a 'pick-up-and-play' interactive experience to ensure new segment insight was heard, brought to life, and acted upon. For an insight manager developing a new segmentation, it is vital to not only think about the launch, but how to embed the segmentation. The worst case scenario is for it to sit on the shelf after the initial buzz. To overcome this, Orange & C Space created a 'Segmentation Toolkit': an interactive range of outputs and tools that drew inspiration from theatrical improvisation, psychology, and change management. This toolkit has changed how insight is viewed at Orange, and has promoted a customer and segment-centric perspective in the development of new products and services. We will reveal how to ensure insight isn't just heard, it's acted upon.
In this paper, we will explore the application of the framework of post-traumatic growth, to develop insights and support concepts for people suffering from chronic pain. We will share general principles about situations when adversity and pain can trigger a journey towards positive transformation.
This paper examines the phenomena of digital disruption on qualitative research businesses, specifically the impact of technology on top line growth, and how qualitative businesses have coped with this. We will test the hypothesis that the impact of digital disruption on agencies has meant that those more digitally engaged businesses have seen increases in their revenues, while the more traditional players are experiencing shrinkage. We will seek insight from the frontline on the real impact of this on their agencies, and how to tackle this constant challenge.
Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This paper will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its utility for marketing researchers is at best limited. The paper will discuss why this concept is not useful for researchers and what we researchers should be worried about instead.
The task: Evaluate hospitality, cleanliness, safety, and announcements of Deutsche Bahn, Germanys national rail. The answer: This study was not conducted in a clinical facility where experiences and expectations were explored retrospectively to evaluate the gap between real experience and ideal experience'. This study went a step further: Deutsche Bahn provided a train where onsite scenario groups were conducted. During these groups, a train attendant acted as stimulus for hospitality. Safety was evaluated by bringing respondents into an uncomfortable situation: hooligans interrupted discussions and made the moderator leave to get help. These and other scenarios provided an authentic, emotional feedback and helped Deutsche Bahn understand the needs of their clients with more depth.