Interview with Horacio González, Global AI & Unstructured Data Lead from Kantar Mexico.
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).
This paper describes some of the perceptions and attitudes of Latin American teenagers towards their lives and specifically explores their attitudes towards information technology. It reports the existence of several segments of young people and describes them in terms of general acceptance of the new technology as well as specific barriers that prevent a more complete and harmonic integration with the tools of the new millennium.
This paper looks at the human side of the arrival of new information technology. The authors argue that the market research industry should now explain to the outside world how it is making sense of 21st century marketing information. We believe this will give market research more external credibility and will also provide a focal point for fresh thinking about how to recruit and train the next generation of knowledge workers, including market researchers.
The ESOMAR Congress 2000 deals with networking and its impact on business and society.
The article presents how technical development, changing customer behaviour and lower barriers to entry into financial services markets open up opportunities for players from other industries to enter the industry traditionally dominated by banks. With their superior mastering of IT and its possibilities for distribution of products and services, lower costs and higher competence in specific fields, non-banks and near-banks are those benefiting most from the new competitive constellation. Faced with the threat of disintermediation and shrinking market share, banks have to act by embracing new concepts of distribution, making better use of IT and last but not least by colluding with their new competitors through strategic alliances and other forms of agreements.
The adoption and diffusion of information and communication technologies (ICT) has only begun, even as its research. Besides some theoretical background, this paper aims to give insights -1 in the managersâ attitudes and perceptions towards the strategic use of information and communication technologies, now and in the future and -2 in the enablers and inhibitors of adoption within business organisations. The results are based on practitioner interviews with managers from Belgian companies.
This paper presents the adoption of information technology in Customer Service and its verification through the application of an adapted Guttman scale. The Scalogram analysis is a validity test of a hierarchical scale for the functionality and sophistication level of the union of customer service and information technology. The underlying question to be answered relates to determination of the existence and form of such a scale with respect to the adoption of information technology in customer service. Company characteristics, such as information sources and use of computers are to be determined and correlated with the scale to explain the adoption and use of information technology in customer service.
The social and technological changes which are under way in Britain, as in most developed countries, have direct implications for commerce and government. The increasing ease of access to new information technologies may well lead to radically different forms of social interaction and consumer behaviour in the coming years. However, relatively little is known about how such pressures for change will impact on society. This paper sets out the rationale and approach which will be adopted in a major longitudinal study of the United Kingdom in a time of change. Data from pilot studies are reported.
Information Technologies can be considered as a single market, constituted by many interdependent market areas. It is a multidisciplinary market, more and more complex to understand from a technological point of view but also from a marketing point of view. This market is dominated by the offer and where you are better off among the leaders. The managing of changes is essential if one wants to build a better marketing strategy. This very dynamic market place offers a challenge for market research companies. Indeed, traditional market research is not really adapted in this context for reflection about marketing strategy. New offers must be made, allowing a better understanding of the market (i.e. of the supply-side) and a better understanding of the consumer (individuals or companies). That is what we call "monitoring of the market" and "monitoring of the consumer".