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!
Responding to a call by a major consumer electronics company to accelerate the pace and quality of product development, J Walter Thompson (Detroit) and Moskowitz Jacobs Inc. (New York) developed a new paradigm. The paradigm incorporates current as well as new research procedures into a cost-effective, rapid, sustainable development system, with ongoing market feedback. This paper presents the components of that approach, illustrates the changes in the market research paradigm that ensue, and presents data from a case history on PDAs (personal digital assistant).
The choice of horse racing sponsorship can solve the problem of being in touch with the most difficult target: the wealthy. The cost effectiveness of this operation is, by large, at the top of the scale. That's why it seemed worthwhile to consider more carefully whether a sponsoishij by Lancia of a famous horse racing could be a cost effective tool for Thema launch. And in fact it was understood that this kind of operation would solve in a successful way all the problems previously described and would meet the objectives of Lancia Thema launch, producing, in addition, a positive effect on the whole brand image (and awareness of course).
This paper describes how a programme of research based around a novel means of collecting data has enabled Heinz to optimise its performance in the promotions area and develop a framework within which the performance of specific promotions can be evaluated. Though Heinz used traditional research to evaluate the success of consumer promotions, the costs of these relative to the promotion cost, meant that no consistent framework for evaluation was used to track the effectiveness of individual promotions. This paper describes the development of a more cost-effective way of providing tactical data to marketing, using sales promotion techniques (in the form of foil-printed self-completion questionnaires) to gather profile data from those responding to particular offers. The paper presents some findings from a detailed study of three live promotions based on a total sample of 20,037 responding from a postal study and a further 1,531 telephone interviews conducted amongst a sample of postal non-responders. It also outlines how Heinz are using this and other data to provide a means of evaluating promotional effectiveness.
The paper argues the flexibility and versatility of this approach to modelling in terms of scale, scope, type of marketing problem and type of product field. Six case histories are cited, ranging from a simple use of Trade Off as an input to a quantitative exploratory project, to a comprehensive project incorporating a full repertoire of modelling technology. Emphasis is placed upon the cost effectiveness of micro- behavioural modelling, in that, irrespective of the size or complexity of the project in question, maximum use is made of the data collected, which can be re-worked time and again on computer simulation runs.
I have taken you through our decision process by which we arrive at an advertising budget. On the way we have checked out the total business, developed the basic business strategy, supported the development of an appropriate marketing strategy, and come to a conclusion concerning our advertising and sales promotion expenditures. The most interesting part of this whole process is that it is easy to tie a recommendation for advertising back to an agreed upon marketing strategy which, in turn, is designed to increase the health of the business in certain specific ways, and that is the kind of language that general management understands, and those are the kind of recommendations that they are willing to back and budgets they usually approve.
The present paper attempts to illustrate one of the ways data collection may move along: making use of observation and quasi-experimental procedures. This way means improving the approach, by collecting data in strictly defined conditions of the independent variables bearing on the question researched, and by finding hard measures. The present paper intends to illustrate: 1. That all too often the research of validity is not a part of data collection, because data collection is biased towards verbal data. 2. That behavioural data obtained by observation and pseudo- experimentation increase validity. 3. That collecting data by means of observation or pseudo- experimentation may need skill and creativity, but not necessarily large sums of money, therefore increasing value for money at the results level.
This paper describes a method of sampling and interviewing small minorities of the total population in their homes with high cost effectiveness. It has been developed as a solution to the problem of representing the total U.K. universe of businessmen, defined as the 27% of all adults with significant managerial responsibility employed in organisations above a certain size. It is therefore suitable for all types of industrial and business study where the universe to be described is large, amounting to at least 17% of all adults, and is dominated by individuals of high social grade.
More than one in three adults in the United Kingdom, and a majority of working class men and women still have no current/cheque bank account, and while legislation is planned to enable the National Giro and Trustee Savings Banks to increase their appeal to the unbanked, both start from a smaller base than in any other European country. New consumer finance outlets were established to attract the unbanked, with little apparent success. This paper will look at both these aspects if current and future plans to attract the unbanked, and discuss the extent to which the use of market research techniques, and improvements in the quality of the research techniques could have prevented past failures, and could be used to market financial services to the unbanked in a more cost effective manner in the future.