The 2021 Users and Buyers Global Study recognizes the fundamentally important role that brand-owners play in determining the shape and structure of our profession. This is the first in what we hope will become an annual monitor study. This research establishes a benchmark of how insights are viewed and commissioned within brand-owning organizations, and the key criteria applied to what is considered 'good' and 'successful' research.Join study author Ray Poynter of NewMR and guest Kajoli Tankha of Microsoft to learn:Key findings from the research.How research customers are driving innovation, change and evolution of the insights and analytics industry.The growing demand for speed, instant feedback and digital solutions.
From incorporation in 1971 until today Novaction has reported over 4000 studies based on marketing models. These projects have been conducted across the 5 continents in 55 countries. In Japan alone over 1200 projects have been reported. Over 250 categories have been covered: fast moving packaged goods, services, consumer durables, ethical drugs and industrial goods. Validations have proved the applicability of Novaction technology to all countries so far. The main goals of Novaction's marketing models are to identity, assess and maximise brand sales potential from early development until maturity. Our systems communicate the opportunities to be taken and allow the risks to be understood. They aim to reduce the uncertainty surrounding marketing decisions.
This paper will be focused on the illustration of the use done by the subscribers of a multiclient study on the European market of Intelligent Building - vendors of technology and large owners of buildings - of the results of this study. A short introduction will illustrate the business of Intelligent Building as well as the main characteristics of the study.
This paper is written from the viewpoint of a London-based market research agency which undertakes all types of international market research. The paper is primarily concerned with the opportunities that may exist for the researcher in the middle ground between ad hoc market research and management consultancy. In approaching that issue, the paper first examines the requirements for standardised research for single and multiple users, and discusses the preconditions for the successful development of multi-user research services. In that context, it considers the extent to which business to business research differs from research in consumer markets, and considers the outlook for standardised research. The second major area discussed is the impact of internationalisation overall, and in relation to the demand for standardised research. The conclusion is then drawn that the role of the ad hoc researcher is under threat, and that a positive effort at role enhancement is necessary and possible. However, this would require the research supplier to become more like a management consultant in many respects. The final part of the paper compares and contrasts the attributes, behaviour and financial rewards of researcher and consultant, and points to the increasing propensity of management consultants to use conventional market research as an input. The final conclusion is that there is scope for research-based consultancy services to be developed to a much greater extent than has generally been attempted so far, but that a descriptive label may be required that is less misused than 'consultant'.
The paper explains, how periods of economic instability have led to new demands for market research data amongst the suppliers of financial services. During times of stagnating or even reduced market research budgets, the structural survey of the Establishments-FMDS has been positively judged and accepted by the leading banking and insurance companies. The success of the Establishments- FMDS lies mainly in the fact that it was developed in close cooperation between market researchers from Infra- test and the companies involved as well as banking and insurance experts. In addition it was conceived as a multi-client study and therefore does not overburden the budgets of the single companies.
The paper explains, how periods of economic instability have led to new demands for market research data amongst the suppliers of financial services. During times of stagnating or even reduced market research budgets, the structural survey of the Establishments-FMDS has been positively judged and accepted by the leading banking and insurance companies. The success of the Establishments- FMDS lies mainly in the fact that it was developed in close cooperation between market researchers from Infra- test and the companies involved as well as banking and insurance experts. In addition it was conceived as a multi-client study and therefore does not overburden the budgets of the single companies.
Consumers' involvement in products considerably moderates their reactions to marketing and advertising stimuli. Involvement has now gained the status of a major parameter to be taken into account in advertising and marketing strategies. Current practice and theory measures involvement by a single index. Empirical data, based on more than 3500 interviews, across more than 20 product categories, show that involvement is not a single dimension but should be thought of as a profile of 5 dimensions. Knowing only one dimension is insufficient to catch the full dynamics of the relationship of consumers to products, and to predict consumer behavior. The involvement profile is an enlightening new tool for describing consumers, product categories and for segmenting markets.
The aim of the study was to obtain an understanding of current and future international marketing research needs in the United States. The paper analyses the data by the type of corporation/advertising agency, the size of the international research budget, the type of international research firms employed and the top management interest in international marketing research.
The aim of this paper is to indicate a path different from that shown in previous studies done on the economic slowdown, taking into account the real changes which have occurred in the field of advertising research, and notably in the relationship between agency and advertiser. Our methodology consists of an analysis of the current situation, complemented by an exploratory study conducted through in-depth interviews with a sample of experts, i.e. professional researchers: fifteen employed by advertisers, and eight by advertising agencies. They were chosen from certain sectors affected by the crisis, such as paper products, foods and household equipment, or from sectors, such as banking, whose advertising budgets are tied to "hot" products.
The aim of this paper is to indicate a path different from that shown in previous studies done on the economic slowdown, taking into account the real changes which have occurred in the field of advertising research, and notably in the relationship between agency and advertiser. Our methodology consists of an analysis of the current situation, complemented by an exploratory study conducted through in-depth interviews with a sample of experts, i.e. professional researchers: fifteen employed by advertisers, and eight by advertising agencies. They were chosen from certain sectors affected by the crisis, such as paper products, foods and household equipment, or from sectors, such as banking, whose advertising budgets are tied to "hot" products.