This paper will talk about my learnings and give simple solutions to several analytical and technical challenges faced by most mid-sided companies working in the insights and strategy sphere- companies that don't have the kind of large-scale IT infrastructure support often taken for granted in big technology companies. A product-based tech company typically solves a single problem by making one specific product while every project we do is different, with new questions every single time requiring tailored solutions.
The world of communications has never changed so drastically in such a short time. Technology, or better yet, the accelerated growth of technology, is the main catalyst of this change. Moore, Intel's cofounder, observed that in the history of hardware computing, the number of transistors in an integrated circuit doubles every two years - a paradigm known as Moore's Law.
This case study identifies issues for global marketers to consider in addressing emerging markets like Indonesia, particularly relevant for categories where, while most intend to acquire, few see the need to act immediately. Intel spotted an incredible opportunity in tapping into the positive sentiment of owning a PC, while unlocking inertia and identifying barriers to PC purchase, and converted that sentiment into a tangible urgency for purchase. How Intel used locally relevant and often traditional themes to create appeal for modern day technology is highlighted in this presentation.
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.
The advancement of the digital experience has opened up new and exciting worlds for consumers in ways that were only imagined ten years ago.The adoption curve of consumers of new digital products is accelerating, resulting in a changed shopping behaviour. Shopper research has taught us that although the digital industry tends to commoditize their go-to-market strategy with a strong focus on price, the consumer is applying a rather long and complex purchase process, with clearly different needs in the various phases of the process.
As researchers, we add the most value when we combine our research findings with our overall knowledge and experience. It is therefore incumbent upon us to increase what we know, by actively observing and analyzing things both large and small. This paper describes one way in which researchers (and others) at an American software company are consciously trying to deepen their knowledge and experience of the world.
The use of Information and Communication Technology (henceforth ICT) products and services varies to a considerable degree. There are users who devour any innovation and would prefer beta versions to challenge both themselves and technology. Other users or target groups abhor such a situation. They experience innovations as overload, change as strain and beta versions as bane of techno. In other words: one person's "benefit" is another person's barrier. Behind it, there are differing value patterns and coping strategies which are decisive for the way ICT products, services and innovations are perceived and integrated into everyday life and thus made blockbusters or (regrettably more often) flops. The study in hand reveals different patterns of use, motivations and barriers and contributes to a deeper understanding of target group specific benefits:barriers. Deutsche Telekom Laboratories uses these findings in order to develop target group appropriate ICT products, services and innovations, to appraise market potentials and to design marketing measures geared to the target groups. The task of market research doesn't end with testing existing things (passive function), but extends to being an integral part of product development, product improvement and marketing optimization. This can (first and foremost) be achieved because we always have our sights on the consumer: we always take the needs of the people as a starting point (bottom up approach).
This paper addresses the identification of business opportunities for the financial industry through integration of market research and databases.