Market analysis and intelligence: Information system...

 

Companies like Unilever spend million of pounds a year on consumer research, and often more than they spend on advertising agency fees or advertising production. It is received wisdom that the start p ...

Identifying return on investment (ROI) has become increasingly important in the last few years, and as a process can actually help marketers in a number of ways, including making organisations more co ...

This paper discusses whether researchers really want to become the pro-active, consultant level professionals that they so often claim, or if they are actually happier in a reactive role, applying the ...

Marketing has often been seen as the preserve of creatives working on instinct rather than calculation. As the pressures on companies and brands increase, however, a more scientific approach may be re ...

Research has identified that after 40 years of discussion the use of the salesforce as a source of market information is relatively widespread in business-to-business organisations, but that the major ...

Making sense of change is key to business survival and business growth, particularly for a business serving the constantly changing needs and wants of consumers. This paper argues that identifying 'tr ...

This paper highlights the way a more strategic approach to marketing intelligence can dramatically improve ability to predict the future. The professional marketing intelligence team - both the client ...

Product innovations are developed for a future market with future consumers. Engineers and decision-makers need to understand both to be successful. This paper shows an empirically-based framework whi ...

The authors of this paper suggest it is time for market research to evolve to another level and to look at finance related behaviour. The paper says that if market researchers work with economists the ...

This article forecasts the likely developments in marketing analytic tools and technology. Among the predictions made are that more attention will be paid to marketing analytics at a higher level in c ...

The goals of research generation are to provide the right information to make an informed decision, and educating an organisation on key issues, where existing information is not available. Locating, ...

Changes in the business, firm and managerial environment are increasing the pressures on managers to make more and better decisions, yet such managers have less time and possibly less information avai ...

This paper describes Heineken’s implementation of a universal marketing and measurement procedure. Having developed a new fact-based management and measurement style encapsulated in the form of a Bra ...

Offers suggestions to help marketers in the difficult process of measurement for accountability. First, it is essential to realise, and admit, that not everything is possible: included here are issues ...

Argues the case for companies to use Marketing Resource Management (MRM) software to help achieve marketing accountability. MRM comprises three types of marketing solutions: to drive marketing efficie ...

A panel of four industry experts discuss innovation, and how they use it in their marketing plans. The panel members represent Pepsi-Cola North America, KFC Corporation, Motorola Inc. and Xerox Corpor ...

The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers. Market learning is frequently viewed as a precursor to successful innovation, but the t ...

Discusses the growth of RFID (Radio Frequency Identification) technology: what it is, how it can be used by marketers and retailers, the ethical and privacy considerations surrounding its use, and how ...

Marketing’s credibility suffers from beliefs that its profitability cannot be calculated. Generalising from success stories and relying on `marketing metrics’ such as awareness, preference or satisfac ...

Companies demand insights to help them forge their futures, but there are two very different types of insight possible, low-potency and high-potency. The difference has nothing to do with the truth ex ...

This paper draws on the authors’ experience in implementing client side, market research department (MRD) portals for more than 20 organizations around the globe with research budgets ranging from $1 ...

Argues for the need to express research results in financial terms, which is what CEOs want. The three essential steps (each discussed in detail and illustrated) are: link research objectives to corpo ...

New technology is changing the shape of business by the development of ubiquitous networks (`u-networks’) such as the internet, ATM’s, cellular phones, computers etc. This changes the traditional spat ...

The approach used outlines an achievable, tangible and actionable method to extracting the value from customer knowledge and create real business value. This approach integrates a strong base of custo ...

All marketing problems are particular. Yet marketers often rely on models of consumer behaviour that assume all markets are the same. Although the appeal of such models is understandable, they can be ...

The paper highlights and discusses successful alternatives to traditional research report writing in order to make qualitative research a better engine for decision-making. Three key factors for devel ...

This paper discusses the issues that global telecommunications market research needs to address. It describes the need for a consistent approach that encompasses a core data set that meets internation ...

Fred Bronner and Stephan van Velthoven describe The Dutch Media Experience Study, conducted by VeldKamp and TNS NIPO. The survey collected data on how consumers perceived the ‘experience’ for some 5 ...

Tony Regan, founding partner of Nylon (WPP’s specialist communications planning business), reviews cross-channel research from a planner’s point of view. Using the Account Planning Group’s book ‘The ...

Tom Woodnutt and Fiona Jack, Green Light International, discuss the future of TV advertising in an era when consumers seem to resent advertisements and have the means to avoid them (the empowered cyni ...