What is the best way to find out what people really think in this judgmental age? We asked people to share their views on a controversial subject in a number of different research approaches, pitching traditional approaches against new and innovative.
What is the best way to find out what people really think in this judgmental age? We asked people to share their views on a controversial subject in a number of different research approaches, pitching traditional approaches against new and innovative.
How do brands and leaders adapt to a world where increased knowledge does not shift opinions? Qualitative thinking can shed light on how to evolve social norms - the key to lasting change.
How do brands and leaders adapt to a world where increased knowledge does not shift opinions? Qualitative thinking can shed light on how to evolve social norms - the key to lasting change.
Social and opinion research goes beyond the wants and needs of individuals and looks to quantify and understand societies at large. Sometimes this takes the form of political persuasion, others understanding the needs of the most disenfranchised in any society. This can be some of the most challenging and rewarding research done by the industry.
Growth of the US market for market/media/public opinion research continued to slow for the third consecutive year as determined by the US market research newsletter. Inside Research. Year 2000 growth was 9.0% over 1999, reaching US$ 5.9 billion. The US represents the largest single research market worldwide.
This paper provides a prognosis for the future of internet research based on the attitudes, experiences and opinions of the buyers of research within the FMCG sector. The paper provides an understanding of the dynamics involved in the possible adoption process from conventional to interactive research. Given their work within the marketing research industry part of the information economy and involvement in the collection and dissemination of bits of information rather than physical products, the authors hypothesised that the marketing research industry will be more heavily impacted by this transformation than most. There are two ways of addressing this transformation. The first is from the supply side, measuring the extent to which research agencies are investing and responding to this challenge. However, the supply side was already well covered by papers at this and other conferences. Consequently, the authors felt a more valuable approach would be from the demand side, testing their hypotheses with empirical research to explore what users actually think about the future of research.
This paper presents the results of research carried out amongst the populations of Switzerland, Germany and Spain in order to determine their degree of awareness as well as opinions and attitudes regarding the internet. The purpose was to determine common tendencies and divergences between countries with high penetration, like Switzerland, those with medium penetration, like Germany and others with low penetration, like Spain. From the analysis it can be deduced there are no specific Latino cultural reasons for the low internet penetration in Spain and that differences in penetration and other issues in the countries investigated can be explained in socio-demographic terms and by the level of relative development.
Regular research in twenty non-western but new European countries helps decision makers at top political levels (European Union parliament) analyse and better understand the opinion of the general public in their respective countries with regard to their standard of living confidence in the economy respect of human rights and development of democracy evaluation of the European and NATO-membership their respective advantages and disadvantages overall image and evaluation of the European Union and the ways they inform themselves about the west. In the ten candidate countries of central Europe a parallel study was run with some of the same questions amongst decision makers and opinion formers (1996-1997) thus completing the picture perfectly. Some remarkable differences could be noticed from 1990 on. This paper shows how the results were and are used by politicians and social and economic organisations and put into practice and is an excellent example of how to solve problems (or prevent them) by using data collected through specific market research in emerging markets.
The term value has many meanings. In market research we meet the term most often in the phrase value for money but also in the notion consumer values. The latter is our concern here. Values in this sense are the consumers priorities in their living. Values are something broader than attitudes and opinions; they are also more consistent than opinions and more lasting than attitudes. A full definition of (cultural) values thus reads: Values are generalised, relatively enduring and consistent priorities for how we want to live. Our values unite us with certain people, products, and services and estrange us from others. Markets, technically speaking, are continual exchanges of property rights until they end up with those who pay an optimum price. One ultimate driving force of the markets in a region is the values held by its population. Values indicate priorities for how we want to live, and, in our type of society, the market is the major system through which we can realise our values. Such simple considerations have suggested that it may be very fruitful to incorporate value research into market research. Value research has many benefits for marketing.