The work carried out by Face and Nokia within the Relevance Programme is described in this paper. The authors show how a complex organization can respond to the challenges of rapid exponential change through open and agile approaches like co-creation, crowd-sourcing, social media analysis and online research communities.
This paper covers similarities and differences between countries and cultures which can affect how qualitative methodologies can be applied to offer comparable, research data to international marketers. The paper describes three ways of helping to ensure that international deliverables are relevant, comparable and meaningful.
In the realm of advertising and communications, international research can be (and often is) criticized for only âskimming the surfaceâ or taking the lowest common denominator when researching creative work â particularly when dealing with multi-country issues. This paper examines the role qualitative research played in guiding (over two phases) the creative development process for the European Central Bankâs launch campaign for the euro. Particular emphasis is placed on how research was used to ensure that appropriate feedback was an integral part of the campaignâs development, execution and evaluation in order to ensure a credible and relevant communications solution for all euro countries.
A methodology is developed in this paper to meet the complexity of identifying information requirements at top management level. The main problems with such a methodology are, firstly, to find a strategy for determining the essential information needed by the managers and, secondly, to establish a technique for evaluating the relevance of the stated elements essential to the subsequent processes of cost-benefit analysis, project selection and prioritization. The actual components of the technique reported in our paper are : - the approach to information requirements determination; - the criteria for information evaluation; - the approach to information evaluation; - the relevance number determination for in formation requirements. A pilot study using the technique was undertaken in marketing management.
The authors of this paper consider that they encountered the challenge during the Seventies and that it is appropriate for them to recount their experience for the benefit of those of their fellows who have not been confronted with it as yet. Apart from this desire to share experience - and perhaps even more motivating still, they hope that the paper will arouse a feed-back of information and reaction. The ambitions of the paper are threefold: - To draw attention to the increasing relevancy of simulation models in a market environment that is undergoing radical change and to the usefulness of such models both for market researchers and for decision-makers generally; - To illustrate, by a case study, the manner in which these models can be constructed; - To demonstrate the fact that these models can make an effective contribution in actual practice.
The authors of this paper consider that they encountered the challenge during the Seventies and that it is appropriate for them to recount their experience for the benefit of those of their fellows who have not been confronted with it as yet. Apart from this desire to share experience - and perhaps even more motivating still, they hope that the paper will arouse a feed-back of information and reaction. The ambitions of the paper are threefold: - To draw attention to the increasing relevancy of simulation models in a market environment that is undergoing radical change and to the usefulness of such models both for market researchers and for decision-makers generally; - To illustrate, by a case study, the manner in which these models can be constructed; - To demonstrate the fact that these models can make an effective contribution in actual practice.
Segmentation is one of the four alternative strategies of market planning and analysis. As such, segmentation is not simply a set of analytical-tools and techniques but rather a managerial philosophy or a viewpoint about the market place. The objective of this paper is to examine the relevance of segmentation to marketing problems. In the process, we will contrast segmentation with other strategies of market planning, specify conditions under which segmentation as a viewpoint is useful to marketing problems, and describe the specific marketing mix adjustments necessary to cater the market place in a segmented way.