While the business reality shifted towards one characterised by acceleration, automation and abundance, market research seems to be holding on to the same principles and values as if nothing changed. Have we lost our edge and how can we get it back?
Now the Eco-system of marketing is highly digital. How could traditional market research be part of it? Based on our practice, there are 4 steps: objective-oriented, connecting proper data sources, being product on cloud and professional service.
The very structure of the industry is changing, fueled by rapid developments in technology and new entrants into the market. As data collection becomes increasingly automated, the added value has shifted from collecting data to interpreting and communicating what it means. So how do clients, researchers and investors view this new business environment? Which new technologies contributing to the change?
As the world changes, humans evolve to new consumption and communication modes. Formats like t20 cricket, tequila shots, speed dating, mobisodes, express delivery, BBM and twitter symbolize this evolution. in this new world, clients need quick, concise and digestible information for decision-making. time- poor respondents, overloaded with information, have limited capacity for introspection and sharing. However, qualitative research continues to be a long conversation with an impatient respondent and a verbose report for an eager client. Loading Qualitative 2.0 (beta) is an approach that is cognizant of these changes, to help research be in-tune with real world dynamics.
This presentation describes the birth of a new research methodology developed by Repè in a 3D immersive environment. It follows the development of an original research approach for studying the consumers 2.0 that expresses everything they hold in their imagination in virtual worlds entirely built by them. It further explains the importance of engaging the consumers in interactive co-creation processes that allows brands to tap into new inspiration resources.
The 2001 ESOMAR Congress in Rome involved no easy assumptions. Indeed there was a possibility, in the light of the unprecedented and tragic events of September 11, that the Congress would not take place. Making reference to the situation in his opening address John Kelly, President of the Society, spoke of "the resolve of ESOMAR s leaders not to bow to attempts to impede the rights and ability of its members, customers and friends, to meet people and to exchange ideas". Thus it was that the Congress went ahead, but in a changed world - one in which the 'Marketing Transformation' we had gathered to discuss and debate was, for once, overshadowed by a more profound transformation, the eventual outcome of which is as unclear as that of any marketing evolution.
This paper investigates how workplace structures throughout Europe are changing, driven by the new economic and social environment. New research amongst leading employers in the United Kingdom will help reveal how organisations are responding to the challenges and will help predict the likely effects on the way we work. In particular, the paper reveals how flexible working patterns are going to be key to the success of the European economy and we discover how organisations differ in their approach to changes in workplace structures.
This Conference addresses the future of Market Research and what we can do to enhance our role in these new times when so many areas are being redefined.
Introduction to the ESOMAR Monograph "Better Research For Better Media Decisions" (vol.7) from Sheila Byfield.
More than seventy-three million European households receive satellite TV two million in digital. However development is not consistent and there are marked variations by country. Digital broadcasting is adding an additional complexity to television markets already undergoing rapid change a phenomenon which market research institutes are obliged to address. This paper discusses two related issues: first the current configuration of television reception modes in Europe and how these are likely to change over the next decade; and secondly Societe Europeenne des Satellites (SES) ASTRAâs research experience in twenty-two countries methodologies employed and the challenges technology poses for the future.
This book presents a detailed portrait of how the media research world is meeting the challenges of changing consumer and media environments. Its core themes will help media research professionals expand and develop their existing thinking. Many new techniques are included that demonstrate both the international nature of the media business and the important part that media research plays in the total communications industry.