This paper outlines an analytic program developed internally at Microsoft to drive greater insight on the return on investment of the $1+ billion marketing budget, resulting in a fundamental shift in planning and budgeting for marketing across the company: Built a flexible, systematic analytic program integrating survey data with other data to create a goal forecast for performance tracking and diagnosis of marketing impact. Provided insights on critical aspects on marketing spend and execution such as reductions in spend. Demonstrated ROI of the program on several dimensions such as impact improvement (6-10%), speed (75-80%) and cost savings (30-40%) driving change at Microsoft.
Speech from David Almy, CEO, Insights Association, United States.
Innovation is coming from inside and outside of the traditional market research sector, driven by technology and the need for speed and lower costs. In searching for new ways of getting closer to customers, where are we seeing the most innovation and what are the best ways to innovate?
"Faster, cheaper, slyer" sounds like the Olympic motto translated into current requirements for market research and is rooted in client demands as well as respondent capacities. How qualitative research is able to encounter the need for an efficiency paradigm without losing its identity by focussing on qualitative core techniques is demonstrated in this presentation. Brief Encounters is a hybrid approach which challenges our methodological and analytical skills as well as client handling, but hence strengthens our position as researchers.
"Faster, cheaper, slyer" sounds like the Olympic motto translated into current requirements for market research and is rooted in client demands as well as respondent capacities. How qualitative research is able to encounter the need for an efficiency paradigm without losing its identity by focussing on qualitative core techniques is demonstrated in this presentation. Brief Encounters is a hybrid approach which challenges our methodological and analytical skills as well as client handling, but hence strengthens our position as researchers.
The fastest growing aspect of the Research 2.0 revolution is the use of online research communities. When these communities first burst on the scene, in 2006, the talk was all about collaboration, consultation, and ceding control. More recently the focus has shifted to ROI and the ability to do more research with less money. This interactive session looks at the Strengths, Weaknesses, Opportunities, and Threats that communities represent, with the objective of establishing guidelines for utilising communities in the current recessionary context.
If the number of hits in Google is by any means a measure of importance, then, with more than 94 million hits, innovation is hot.Generation of ideas, or ideation, is a simple condition to innovation. What makes the upside-down ketchup bottle, the Smart car, the Toyota Prius and the Nintendo Wii successful innovations? And why are some companies better able to come up with successful innovations than others? A part of the answer to these questions depends on whether you as a company have a well defined innovation process in place. You would think the more ideas, the better and higher the number of successful launches.However, the problem with this thinking is the high costs related to the development of the idea, and the large amount of ideas that might clutter the pipeline and will actually lower the success rate.
The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates specifically relating to outdoor advertising advertising agencies and sponsors providing them with a tool which will allow them obtain the same indicators as used in other media such as rating frequency and GRPs. The information gathered allowed for the building of software for data management and patterns assessment and simulation having thus the capacity to determine the cost per contact for the different advertising supporting elements of outdoor advertising and placing this medium in the same footing with respect to the rest ol the media.
The aim of the following document is to shed light on the scenario where the communication media sector in Chile currently operates specifically relating to outdoor advertising advertising agencies and sponsors providing them with a tool which will allow them obtain the same indicators as used in other media such as rating frequency and GRPs. The information gathered allowed for the building of software for data management and patterns assessment and simulation having thus the capacity to determine the cost per contact for the different advertising supporting elements of outdoor advertising and placing this medium in the same footing with respect to the rest ol the media.
Todays European automotive industry places increasing pressure on market researchers to carry out more and better research yet market research budgets are squeezed. This paradox creates an untenable situation. Internal clients are disappointed and frustrated because the budget is inadequate; there is insufficient manpower to carry out needed research; a fully researched support environment for decision-making is unavailable. In sum the paradox poses a threat to the success of the company and the continuity of the market research department. Indeed the desirability of an in-house market research department has been increasingly questioned in recent years. Should it be abolished in favour of external agencies as yet another cost-cutting measure? Or should it be retained and improved so as to provide the desired level of service? Is more research really the answer? Does it automatically generate more knowledge? Or does the answer lie in better use of existing data? This paper addresses these questions and proposes tools and methods which can be used to bring the market research function to a pitch of perfection.