Critical thinking is a soft skill that can give researchers a leg up by driving thinking to be more disciplined and active. Strong critical thinking skills can help throughout the research process, from defining the problem to the presentation of the results. In this webinar, Susan Frede, Research Director at Aimpoint Research and Owner of Frede Research, will define critical thinking and discuss the following: - Activities involved in critical thinking- The gap between employers' and students' perceptions of critical thinking- Techniques to develop the necessary critical-thinking skills
In this paper, we will introduce a relatively new technology, the MouseTracker, a method that we have integrated in classic in-depth interviews. This has allowed us to get richer insight on three critical business decisions: - How do we segment customers? - How do we develop products based on the real and latent motivations and barriers for the adoption? - How do we identify the competitive set so that we can develop the appropriate positioning? Our aspiration for this paper is that readers will attempt to apply the MouseTracker within their specific business context. The true benefit of the MouseTracker and other new technologies for solving business problems is realised when these are integrated with other methods. Fusion is powerful. Although we have just begun using the MouseTracker, we believe this is an accessible, unobtrusive, easy to use technology that can add value to the field of insights across different industries.
Whit this paper the author intends to introduce the initiatives of MR 2.0 (Marketing Research 2.0), the voluntary group of professionals, to illustrate a case of collaboration between suppliers and clients, hoping to inspire similar initiatives in other countries, rather than proposing new methods, analysis or processes. It tells a story rather than making thesis, of the journey the group has made till today, discussing critical issues, which lie in the relationship between suppliers and clients and could be common across countries, as well as the initiatives proposed to solve the problems.
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.
We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of the digital medium as a strategic tool to listen to Latin American adolescents, find out more about them and take action based on these insights. Learn how you can do the same.
We will describe the case of the cookie brand Toddy, which managed to transform a problem (product scarcity/complex production context) into an opportunity to position the brand and connect with its target market. The marketing team took advantage of the digital medium as a strategic tool to listen to Latin American adolescents, find out more about them and take action based on these insights. Learn how you can do the same.
Danone undertook a rigorous scientific study of the use of water in daily life with an eye to identifying the perceived consumer benefits of water consumption in general. The study needed to demonstrate that water can bring real benefits to consumers while ascertaining which benefits would be most impactful in the market when proven. The study used 'Fusion Research' through the line market research which combines various methodologies (interactive brainstorms, quantitative diaries, multimedia ethnography, a research community), but ultimately centres around the same solution or marketing problem.
The road to innovation is littered with failures. In reality, picking obvious winners isn't hard. Unfortunately, throwing away more genuinely innovative ideas is easy too! Research, in its drive to minimise risk, often fails to spot ideas which could become huge in the future. An analysis has uncovered the factors that drive success and one dimension in particular has emerged as a crucial factor: excitement. This paper outlines the building blocks of excitement which will provide invaluable guidance along the road to innovation success.
Regular research in twenty ânon-westernâ but ânewâ 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 âwestâ. 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.