This papers provides a dialogue which gives conference attendees the chance to have an inside view on the two sides of qualitative research - practitioner and client. The paper explores the key to the challenges involved, talks to other senior decision makers about their perceptions of market research and asks questions of the way forward.'The future of the market research industry is potentially under threat - because it hasn't evolved to be useful.'
The aim of this paper is to understand the behaviour unleashed by the consumer crisis, the adaption of trade, the opportunities that the different formats and brands have as well as the threats to them, the tendencies for change in the consumer market and the strategies better adapted within this context. The challenge lies in understanding these changes and acting swiftly. At this moment, market research plays a crucial role since it is a way of quickly understanding what is going on. However, the viewpoint of this investigation must been seen in a different light if one is to achieve an understanding of both the consumer and trade as a whole, as well as their interaction within the different areas. In order to achieve this end, in-depth interviews of opinion builders, experts in research and strategy, trade people, focus groups of different players and desk research was carried out.
In order to increase sales, it is important to understand what happens within the mind of the consumer while in the retail aisle.This paper describes research conducted for Black&Decker, Society Brass Collection among consumers while shopping for door hardware. Consumers were observed, their behaviour quantified, and additional in-depth interviews conducted. During the interviews, consumers shared insight into their shopping process and explained reasons for their observed behaviour. Results present an in-depth understanding of how retail cues, product placement, brand loyalty and package design impact the purchase decision while in the retail aisle.
Throughout the world health care systems are stressed, and have developed different approaches and answers to solve the problems. This paper describes the upcoming trends and solutions in the healthcare system and which experts expect for the sixth Kondratieff economic cycle. Nine mega-trends were identified, similar in the United States and Germany even though the health care systems are different. The results are based on secondary analysis and in-depth face-to-face interviews with 125 experts and opinion leaders in the United States and Germany.
The paper describes a preliminary approach to understanding the dynamics of niche viewing populations and their role in supporting multiple viewing options within an increasingly fragmented television landscape. The paper's arguments are informed by a series of in-depth interviews with distinct fan cultures and custom studies of Nielsen Media Research data.
This paper discusses a technique that combines consumer survey data with learning about in-market purchasing dynamics in order to predict sales volume potential for a new product at the individual consumer level. Once the highest potential consumers have been identified, they can be profiled in a number of ways; these profiles can be subsequently linked to databases to facilitate tactical targeting solutions for the new brand. All of this analysis is done prior to the new product launch.
In the modern business world, organisations are increasingly focused on their customers. This paper describes the role of data mining in customer relationship management. Data mining is the "heart" of CRM, because it provides us with the insight and predictive power to relate correctly to our customers. The paper outlines how data mining works in the CRM context, and the CRISP-DM process model within which it is applied, and includes a case study of CRM using data mining - the Loyalty Based Management programme of Credit Suisse. Also outlined is the use of data mining in the context of eCommerce: this 'web-mining' offers unique new opportunities and requires new data mining techniques. Finally, the authors describe 'Comprehensive Application Templates' (CATs), which provide a method of packaging a data mining application, such as analytical CRM, so that it can be used for knowledge transfer and for completely flexible reuse.
The purpose of this paper is to analyse the mergers and acquisitions that have taken place in the Indian pharmaceutical industry, and develop a framework, which would provide directions for a successful merger. In the context of a spurt in the number of Indian companies joining the bandwagon of mergers and acquisitions (M&As) this paper assumes significance as it would provide inputs for companies planning such an M&A. The framework has been developed on the basis of information gathered through in-depth interviews of top executives of pharmaceutical companies, which have undertaken M&A in the recent years. This information has been supplemented by data from the Pharmaceutical Retail Store Audit conducted by ORG-MARG.
The purpose of this paper is to determine the current role and perceived effectiveness of market research in the context of corporate decision making and brand development; understand more about the reasons for these frustrations with the market research process; and look at what this may mean for the future role of agency/client researchers and the development of the research industry as a whole. Our aim is not to provide any magical solutions. We hope this paper will challenge current thinking and allows some pause for consideration so that we can begin to raise more widespread and serious debate around these issues. In order to investigate and support further the main themes of this paper a series of ten depth interviews were conducted among senior research users in Shell UK and Shell International.
This paper is mostly about the future of face-to-face interviewing. My thesis is that we will see two revolutions in the methodology of data collection in this area before the end of the century which I shall call the 'CAPI' and the 'HAPPI' revolutions (the latter would cover telephone interviewing as well). I would like to describe how each of these is likely to come about and then discuss some of the implications for the structure and conduct of research. Whilst I will be basing most of my argument on the situation in the UK there is no reason why most of what I have to say should not apply in much of the rest of Europe and possibly beyond.