This project is a first step to driving predictive diagnostics to enhance some elements of brand health tracking. We created a 360° view of brand health by looking at customer and non-customers relationships with telecom brands through social media conversation. Key pain points were diagnosed and opportunities for action highlighted. The model and underlying data can now be accessed through an interactive dashboard enabling rapid visual analysis.
This project is a first step to driving predictive diagnostics to enhance some elements of brand health tracking. We created a 360° view of brand health by looking at customer and non-customers relationships with telecom brands through social media conversation. Key pain points were diagnosed and opportunities for action highlighted. The model and underlying data can now be accessed through an interactive dashboard enabling rapid visual analysis.
Based on a non-deterministic model which implies prolonged processes, incorporates multiple unconventional actors and values progressive strategy building through non-linear trajectories this paper describes transverse approaches and formats of relation and operation for installing locally managed consensual processes. The models central goals are to generate consensual diagnostics, provide continual research-based feedback as a basis for decision-making, define positioning and support strategic planning. This stimulus and guidance of local actors in their strategic decisions requires an interactive and incremental logic deployed through successive approximations.
Based on a non-deterministic model which implies prolonged processes, incorporates multiple unconventional actors and values progressive strategy building through non-linear trajectories this paper describes transverse approaches and formats of relation and operation for installing locally managed consensual processes. The models central goals are to generate consensual diagnostics, provide continual research-based feedback as a basis for decision-making, define positioning and support strategic planning. This stimulus and guidance of local actors in their strategic decisions requires an interactive and incremental logic deployed through successive approximations.
This paper describes how more market profit can be derived out of media data when: A) users are offered easy and practice-oriented access to the data, and when; B) new data are created which can provide answers to old questions. The problem is that a relatively high number of data sources exist concerning consumer behaviour on the one hand; and for media planning (in the sense of campaign planning optimisation for individual media) on the other. However, there is a considerable lack of objective data to validate the media mix decision. The Swiss pilot study MUST (Media User Study) attempts to introduce a new dimension in media comparison, by observing the consumer in his everyday life and as a user of various media. Compiled methodically on a firm basis, the study shows how to carry out a quantitative and qualitative comparison of various groups of media - but without renouncing existing planning instruments. To enable the use of these data interactively in dialogue, new software has been developed which permits graphic visualisation on laptop.
Product designing and pricing are two of the most important marketing decisions. Test marketing is one strategy to get better informations to evaluate the referent alternatives. Pre-test marketing evaluation is another research strategy which becomes more and more popular due to its favourable cost-time-accuracy profile. Still less expensive and time consuming are laboratory simulations based on conjoint and other decision analysis approaches such as information display matrix treatments A powerful new package of an interactive decision analysis system (IDAS) is presented. This approach amalgamates a realistic display matrix elaboration, a completely individualised conjoint analysis and some validity checks. The system develops understandable trade-offs of product features and prices on an individual level and offers opportunities for benefit segmentation. The system is interactive; within a researcher module the product area, the attributes and the levels to be analysed may be defined, within the respondent module one works through a sequence of tasks, thus delivering to the researcher the informations required. These informations allow to optimise the product features and price.
This new model called: "Sherlock" is smart, speedy interactive. It really helps the media planner to find out the convenient plan. The time required for an evaluation is less than three seconds. For an optimisation it varies from some seconds to some minutes (usually 30 seconds). This range of response time makes it possible to use a fully interactive procedure to construct a plan. Each spot is selected very easily and quickly in a manual or automatic way. The plan under construction is evaluated at any time of the building process.
This paper outlines the development of the Medilink project from its inception to preparations for the full Medilink panel.
Without wishing to be openly critical of current methods of research analysis I would like to suggest that data is often accepted at face value because it is thought to be uneconomical or inconvenient to subject the data to more critical testing. This paper suggests that the problem is either an historical one in that quick stabs at the computer used to be very expensive, or that the users are a little wary or even ignorant of the benefits or possibilities of interactive computing. By putting interactive survey analysis into perspective I hope merely to generate some reappraisal of analysis methods. By illustrating ways in which terminals can be used profitably I hope to generate the need for a reappraisal.
This paper attempts to describe an interactive model of a different kind, i.e. Interactive between technicians and practical, operational personnel, "practitioners". The model is exemplified in terms of a forecast model for consumption by households or other units, and stresses the administrative set-up concerning.
Marketing research has to develop as a dynamic process if it is to fulfil its major purpose of helping management reach better decisions more quickly. Innovation is disruptive and change demands that researchers provide continuous and up-to-date signals of its pace and its direction. Unstable conditions are those which require most of management decision-making but in these situations the commercial purchase and prescription audits are often divergent and always too late. We found that key components in building a simple, iterative model were a few salient questions related to reasons for product choice. When these were incorporated into the model, it then produced good forecasts even in volatile states and with minimal data. An essential feature of the model is a prescription share index and the mechanism by which this and other variables are put together to provide management with a practical tool of promotional significance is explained.