The key to maximizing market research's value in the age of data science.
The key to maximizing market research's value in the age of data science.
As pure digital-players like Amazon and Alibaba bring the online retail experience to the offline world by opening walk- in stores loaded with Artificial Intelligence that look and feel like e-commerce solutions, we can no longer believe in an analog-digital divide, nor keep thinking about on and offline consumer as two separate and distinct entities. Instead, we need to think about omnichannel solutions that follow consumers as they seamlessly flow between screen and brick- and-mortar experiences, challenging the role of existing distribution and retail channels as last-mile bridges between brands and their consumers. So, how do you create phygital omnichannel solutions for a specialized category sold in a dedicated, specialized and highly atomized distribution channel, without alienating its traditional retail ecosystem? You commit to a co-creation process via Design Thinking. Here we will explore the Royal Canin/Mars experience, re-shaping Chiles pet food market.
As pure digital-players like Amazon and Alibaba bring the online retail experience to the offline world by opening walk- in stores loaded with Artificial Intelligence that look and feel like e-commerce solutions, we can no longer believe in an analog-digital divide, nor keep thinking about on and offlineconsumer as two separate and distinct entities. Instead, we need to think about omnichannel solutions that follow consumers as they seamlessly flow between screen and brick- and-mortar experiences, challenging the role of existing distribution and retail channels as last-mile bridges between brands and their consumers. So, how do you create phygital omnichannel solutions for a specialized category sold in a dedicated, specialized and highly atomized distribution channel, without alienating its traditional retail ecosystem? You commit to a co-creation process via Design Thinking. Here we will explore the Royal Canin/Mars experience, re-shaping Chile's pet food market.
Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it will to the next. This paper aims to cut through the confusion showing that insight is an extremely valuable concept and one that should not be debased by sloppy thinking or methodological over-claim. Instead, a simple model of thinking can be used to ensure that the outcome of a project or process has a powerful influence and is highly valued by the end users.
This paper examines the requirements for and issues occurring in designing and conducting research in a B2B (non-fast moving consumer goods) environment, and for non-researchers, on an international and qualitative research project. It examines the key learnings from the project, from the point of view of the changing requirements of research, moving away from data gathering and reportage, to offering analysis and recommendations for marketing, communications and product development to such a non-research audience. It concludes by offering comments on the future implications for research and research bodies in understanding client needs in the new millennium.
The paper presents a two-dimensional value system centered around modern traditional and individual versus social orientation, and shows how the dimensions are derived and how they relate to other comprehensive value systems such as VALS, RISK, CCA, and the like. A simple Kompas value chart description of the findings is introduced and if is shown how different groups of consumers, media-users, and others vary markedly. That values discriminate better than traditional socio- demographic criteria is also illustrated, and the possible application of the findings across countries and over time is discussed.
In complete contrast to those media surveys which focus on media consumers, this paper aims to reveal the other side of the coin, by taking a closer look at MNCs {media non-consumers). The field selected for analysis is an area small in size but complex in nature (the Basque country), and the survey covers an extended period of time (fifteen years). The resulting project makes it possible to gain an overall impression of this group of people who live outside the reach of the media.
This paper describes a panel management strategy using targets for household composition, including some related to rapidly changing Population characteristics. These targets may be used to control panel imposition through a stratification scheme or may be used to weight Panel results to avoid bias. Typically, targets include characteristics such as subscription to pay TV services or the number of television sets. The method is primarily used in TV rating panel operations involving TV establishment surveys as an integral part of a two-phase design, implying he selection and survey of a master sample determining strata targets at |d a classified sampling frame to select panel homes. This design is Rudely used but the methods for determining targets and recruitment rom survey respondents are frequently inefficient and result in biased v audience level estimates. A simple construct is proposed to overcome such problems, involving classification of survey respondents and panel homes both by characteristics at the time of the survey as well as at the hue of each rating report.
Following a description of the Radiocontrol radiometer system and its functions, the first results of a qualitative and quantitative study of willingness to wear a Radiocontrol watch are presented. Intensive preparations are already underway in Switzerland to deploy the Radiocontrol watch in the field for the first time. The most important key data on the project are presented. Additional uses of the Radiocontrol system are discussed. The implications of Radiocontrol extend well beyond the field of radio research.
This paper describes the method and the results of a research project concerning the attention, appreciation and social context of radio listening. The results are presented in two ways: the first part contains general results about appreciation, attention and listening in company in general. In the second part the attention, appreciation and social context scores of different types of radio stations are compared.
The paper reviews the work of a technical group designing a new specification for industry radio research. The group represents commercial broadcasters, public sector broadcasters, and advertisers and/or agencies. The paper discusses the limitations of current research and the impact of the changing nature of the radio broadcasting environment. Some methodological work is described and presents conclusions on the characteristics of a specification to meet various users requirements.