The growing consumer-use of voice-enabled technology will reshape customer journeys and purchasing patterns. It challenges the brand-strategy of leading companies and it creates opportunities to develop their unique voice brand.
The growing consumer-use of voice-enabled technology will reshape customer journeys and purchasing patterns. It challenges the brand-strategy of leading companies and it creates opportunities to develop their unique voice brand.
When it comes to Web surveys, the type of attribute rating scale used does matter. Based upon data collected during the Burke Strategic Consulting Group's recent Workforce Perspectives® study, this paper shows how responses to drop-down box, radio button, and fill-in-the-blank survey interfaces can differ significantly from each other. Distributions of responses will differ depending upon the scale used. What might have an ever greater impact on utilization of survey findings is the fact that a radio button scale can drive respondents to more frequently use the same response option.
Response rates are among the hottest topics in the research industry. Panel research, in particular, is directly confronted with the effects of declining response rates. In the Netherlands, one of the hardest groups to get co-operation from is young people. This paper focusses on attempts to raise response rates of diary research among groups aged 18 - 29 years. It presents results of a number of tests performed in the Dutch radio diary panel. This paper analyses the relevant factors influencing response rates and the effect of motivational calls during the fieldwork period, reminder cards, and specific incentives. The possibilities of an interesting innovation, the e-Diary, are discussed.
This paper envisions the market research industry within the changing online and interactive future, providing a description of a possible future fuelled by the impact of the internet, and the effects this might have on the market research industry. Key developments and trends are highlighted, and the effects on industry are illustrated. Additionally industry changes anticipated within the next five years are reviewed, and examples of new research techniques that may be available as the technology develops are provided.
The market research industry in Asia Pacific has recently undergone three major shocks: the globalisation of the Asian industry, the economic crisis, and the beginning of the internet era. This paper explores where the market research industry in Asia Pacific stands today and offers some views on where this industry is heading.
This paper presents a forecast of how brands and branding can and will be used in the new converging marketplace of the 21st century. The authors suggest a new model for developing and managing brand relationships will be required. The initial theory and concepts for this new brand relationship model are presented and discussed. As support, the use of the proposed model is illustrated through a real-world example. Finally, a research methodology for developing the approaches required by this proposed new branding/relationship model are presented and illustrated through a best practices study recently completed in the United States.
The extent and importance of children's opinion leading power is a phenomenon which concerns advertisers confronted with an advertising message for products consumed by children. Indeed, in this case one not only has to attract the children but also to win over those around them, and in particular their mothers, since the child, consumer of the products, is not always their purchaser. Two factors may therefore convince the mother to purchase the product: the advertising message and children's advice. In this first part of this essay, we shall attempt to provide elements to respond to this complex relationship between the advertising message, the child and its mother by measuring the effects of a frequent situation in television, the household viewing medium par excellence: "Joint viewing" of mother and child of an advertising message on the television. In the second part, we shall see how to measure precisely at which moments the mothers and children listen simultaneously to television and in particular advertising breaks.
In developing the conference program we have attempted to attract papers that offer ânew newsâ with respect to Internet research, that cover topics not presented at last yearâs seminar or that offer significant further progress in areas already examined.