Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
The truth is companies spend millions of dollars on advertising and they don't truly know what works and what doesn't. They have no way to establish a ROI on a TV commercial or a Radio ad. At best, they can estimate the number of people that saw the commercial, but that's still quite far from a return on investment. We were hired by Volkswagen to count the number of people that go into their distributors and ask them a few questions to evaluate the service. We have done this for over a year. Our innovation was to ask Volkswagen for their investment on advertisement day by day. With this data and the data on the number of visits per distributor we develop a model to evaluate which half of the investment was useful and which wasted.
The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to identify which features would be profitable to launch in India and work out the optimal configurations at prices which would aid in single market share profitably. We devised a new pricing research technique that would replicate the real-life evaluation process of 100+ features, while keeping the uninterested and impatient Indian consumers engaged. The result was a 3D virtual showroom that has not only helped us to recommend the optimal price product portfolio, but has the versatility of application across other industry sectors too.
The automotive market in India has become crowded over the years. Global giants have raised the bar. Indian brands are under pressure to offer better technology and feature-rich vehicles to match global standards. The business challenge was to identify which features would be profitable to launch in India and work out the optimal configurations at prices which would aid in single market share profitably. We devised a new pricing research technique that would replicate the real-life evaluation process of 100+ features, while keeping the uninterested and impatient Indian consumers engaged. The result was a 3D virtual showroom that has not only helped us to recommend the optimal price product portfolio, but has the versatility of application across other industry sectors too.
Mobile devices have opened up market research opportunities. Yet, the anywhere, anytime aspects of mobile data collection can affect research quality with additional distractions and loss of attentiveness. This paper supports a current multi-cell study that evaluates attentiveness and data quality on mobile devices. Data gathered will be used for improving the strategic value of in-the-moment research.
In recent years, since the advent of the Internet and Web-based communication, business operators have come face to face with a series of entirely new needs for knowledge. One such need is topical in the extreme: it concerns the design and evaluation of web sites. Market researchers are therefore confronted with a new challenge: to develop and fine-tune research techniques to assess web sites capacity to effectively perform their many functions, from communication of corporate image to e-commerce. Eurisko has developed original tools for data collection and analysis. This paper presents these methodologies by exploring them from a theoretical standpoint; examining some interesting results obtained; and highlights possible solutions to develop and test for the future.
This paper, drawing on both historical analysis of various aspects of the market research industry, together with original global research, addresses the issue of whether the market research industry will continue to follow our historic pattern of steady evolution, or indeed whether we are at the gateway to dramatic change for our industry.