This paper will describe how HBO has developed an innovative market research strategy integrated into a single platform: surveys, online communities, mobile research, gamification, digital ethnography and big data analytics. We want to share with the global research community our main learnings along the way, as well as a road map that anyone can follow in order to transform their market research studies from boring activities, into ongoing fun and engaging experiences, and how we've used results to better support our programming and marketing teams in their agile decision-making processes.
This paper outlines the power of methodological integration as a journey to new findings - allowing business inquiries to be properly addressed. Through this case we prove the efficiency of an integrated model from a remix of methodologies, which incorporated qualitative, ethnographic and quantitative techniques aimed at finding opportunities for the development and positioning of a brand in a highly competitive and demanding environment.
Despite the large efforts done by today's companies, keeping customers information organised is becoming harder. Different brands, departments and promotions have the potential to create new valuable information.?The effort required to systematise all this disperse information to better understand customers is becoming increasingly intimidating. In addition, measuring the real impact of many promotional activities is not easy, partly caused by this information dispersion. But it is worth making an effort to integrate data from several sources and measure real effectiveness. This presentation will show how L'Oréal, jointly with DatosClaros and using a metering technology from Netquest, overcome these difficulties. The result: solid data that has become possible to come up with new loyalty pro.
This paper envisions the future of insight and sees the walls between quantitative and qualitative research brought down thanks to new digital technologies. A project case study that catalysed decision-making and pushed new strategies within the world's largest record company, Universal Music is explored. The authors describe the project's context, methodologies and factors leading to success, discuss how it fuses quantitative and qualitative approaches and techniques, describe the steps taken to boost engagement with the consumer and the company, and indicate its strengths as an insight model for other companies working in fast-changing creative industries.
A new insight framework based on four distinctive but overlapping types of insight: 'discovery' insights, 'predictive' insights, 'explanatory' insights and 'transformational' insights is explored in this presentation. Qual and quant techniques can generate each type of insight on their own, but the likelihood of generating insights increases exponentially when qual and quant are thoroughly integrated (as opposed to simply 'combined' in a research effort). Qual and quant methods have complementary strengths and weaknesses, and are subject to different interpretation biases. Qual and quant can learn something from each other about identifying and mitigating these biases.
Conducting research in the high pace technology industry poses quite some challenges for the researcher. In order to cope with this, Acer let go of the traditional distinction between qualitative and quantitative research, and married them into a new blend of research that carried the advantages of both: insights that are both of high quality, and at the same time robust and representative.
This paper will demonstrate how a comprehensive system of different market research study approaches can be used to gain in-depth insights into the complex phenomenon of a premium automotive brand. The complexity of brand research in the automotive market requires various research approaches. Within the brand intelligence framework these different approaches are integrated into what is essential to support identity-driven brand management: a holistic understanding of the brand and of the instruments to steer it.
Future media research will require: o the provision of high sophisticated information about new media applications (DAB, DVB, Multimedia, other); o tools which are able to monitor media consumption in an environment which becomes more complex - at the broadcasters site as well as at the recipients home; o a possibility to compensate the decrease in quality of self observation of the individual caused by changes in the individual media consumption structure; o bigger samples to compensate audience fragmentation; o an integrated solution. If the goal is international harmonization or compatibility to other media, isolated technical solutions are no longer required.
The needs of FMCG manufacturers and retailers require that suppliers of information for marketing decision support take an integrative perspective to what to offer to their market. After discussing the different ways that can be used in looking at a more integrated analysis of marketing data, two new information services will be defined and illustrated. These two new services are both based on analysis of aggregated information in independent sources. Special attention will be paid to the developed model for integration of information coming from internal sources ConsumerScan and InfoScan by looking at the strengths and weaknesses of both instruments and taking into account the differences in market definitions used in these instruments.
This article is offered as a guide to clarify both the theoretical and pragmatic questions that are sometimes raised about new product development. The paper is divided into two parts. The first part asserts the advertising agency's planning function to new product development now and in future, and the need for a complete and integrated new product development system. The second part of the paper describes the stepwise research tools of the BBDO new product development system.
This paper is divided into three parts so as to present all the data and analysis used thus far in assessing the validity and reliability of this proposed system. Part I presents the thinking that went into the development of this system with some data examples that have previously been presented. Part II reveals the methods used to best determine what procedures would result in the most accurate prototypes of unmeasured network primetime TV programs. Part III utilizes the 1994 MRI Upfront product and media usage survey to test the application of the system.