Objectives: NPD, R&D, innovation research, launches

 

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life ...

Consumers shop differently for OTC products than for their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer 'buzz' and the role of the professional are key influe ...

For decades, one of the key roles of market research has been to help companies forecast customer acceptance of innovation and of changes to the marketing mix (the 4Ps). However, traditional market re ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

With the help of innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with ...

Laura Morris, an account director at Nunwood, explains open innovation, the concept of inviting customers inside organisations to act as co-developers of exciting new products and services (online and ...

In this article, Magnus Willis, founding partner of Sparkler, contends that we are currently in a third marketing age - the age of consumer collaboration - which has a particular relevance for brand i ...

In this article, Michael White, Vice President, Panels and Communities at MarketTools, argues that traditional methods of developing new products will not come up with the break-through innovations th ...

In this introduction to Admap's report on innovation and creativity, Roderick White looks at why so many new products fail (80% according to most analysts). This is partly through inaccurate descripti ...

This Marketing Society award-winning case study describes the systems used by the Vodafone Group for global new product development and competitive differentiation. It is a custom-tailored, highly dia ...

This article discusses how to create a company environment in which insights and analytics truly nourish the organisation's growth potential. Three best practice questions are discussed: what work are ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovat ...

Lawrence Knight, principal and founder of fletcher-knight - discusses the role of 'open networks' on the web for generating new ideas and new ways of doing things. He argues that the benefits are alre ...

Predictive Markets puts forward the challenging assertion is that crowds make better decisions than experts, when they are diverse, independent and faithfully aggregated, meaning a crowd of people ope ...

This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retai ...

Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution. In evaluating category reach, however, we must take int ...

This article discusses how to innovate for the Chinese market so as to appeal to Chinese women aged 15-45. Simple improvements which help to make life better and simplify the work-family balance are w ...

Gary Grossman, president of Innovation and Development Inc., discusses product and packaging innovation in the context of the US deodorant market and the development of Gillette Clear Gel. He describe ...

Mobile phones with integrated GPS, or access to it through Bluetooth technology, enables mobile value-added service companies to provide new and better services based on accurate knowledge of the clie ...

This paper describes the process of qualitative research developed for Costa Crociere in order to help the company renew its evening entertainment services on board a cruise liner operating in the Med ...

This paper addresses the importance of a corporate brand identity, the importance of market research, and how results were implemented and made use of within the company. The paper shares the process ...

This paper illustrates how one Asian automotive manufacturer applied an innovative qualitative research approach utilizing several methods from a number of disciplines across multiple dimensions to ga ...

This paper is based on Philips Design's 'Research through Design' program, intended to develop business options with high potential value and in timely manner. The paper outlines an approach to assess ...

This paper brings a new and interesting view of how to explore innovative ideas in early stages with consumers, making them powerful and even more relevant and avoiding future project fails. This meth ...

Against a backdrop of today’s saturated marketing environment, Puri and Raj describe launching new products in India. The success of Aruba rum rested on ‘unearthing the insight’ that hidden in the pe ...

This paper explores Argentinean, Brazilian, Mexican and Venezuelan urban societies through an ethnographic approach. It elucidates their relative position towards the technological evolution process a ...

Products function in a world inhabited by people, and not a single product operates without interaction (either directly or indirectly) with a human. Emotions are typically human, and our emotional ex ...

For humancentric innovation, it is important to understand people in their everyday life context and anticipate this in developing and creating solutions. Therefore, it is necessary to involve people ...