Objectives: Strategy development

 

The design of successful marketing strategies requires knowledge of the competitive market structure as well as the competitive patterns that exist in the market. Only with this prior knowledge can we ...

CEOs and market researchers talk a different language. CEOs talk in terms of results – the bottom line, the share price, key financial ratios. Research or consumer insight managers typically use terms ...

This piece is a response to Don Schultz's Viewpoint, 'We can do better' (IJMR 47,5), which criticised the research industry for focusing on tactical issues and offered a new solution as to how the ind ...

Too much market research focuses on tactical studies. It is argued that MR should be ‘levered up’ to focus on strategy and financial business decisions. There has been wide agreement that this should ...

In recent years there has been a growing reaction to the increasing pace of life. As the world has got smaller, and the speed of life faster, an ever larger number of people have begun to say that the ...

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 ...

Argues that too much market research, and therefore business decisions, assume that the future will be the same as the past. But an ability to interpret how things are changing is vital for making str ...

Describes the research which helped the Columbia TriStar Marketing Group to develop the Spider Man brand around the film.

Describes how research helped Platinum Guild International (PGI) to develop the marketing of platinum jewellery as a brand. Research was in three phases: positioning, brand identity formation, and adv ...

Describes a segmentation research study of the baby mik market for SMA Nutrition, and how it was used.

Discusses the new demands being made of market researchers as they change under client pressure from being data providers and interpreters to trusted consultants. On the one hand, the flaws in all res ...

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 ...

In this paper the authors would like to produce some ideas on improving the impact of qualitative research. By impact we mean a positive influence on the decision-making process and on the decision-ma ...

The mobile telecoms market place is relatively new, very large and considered of major importance to economies across the world. However, marketing and sensitive research have not yet been embraced by ...

This paper presents the development of a second-generation strategic business concept for Farmacity, a company that led the implantation of a new full service retail business model in Argentina. The P ...

Describes how the clothing and fashion retailer, C&A, in Brazil developed a knowledge management system centred on the understanding of customer needs and wants, and the part played by market research ...

In the past thirty years we have witnessed enormous productivity in market research techniques in marketing. Techniques have been developed to advance marketing knowledge and to aid management decisio ...

This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer ...

MasterCard International needed to ensure that the data reported by over 2000 members was accurate. It worked with external consulting companies including market research firm AC Nielsen IR. The resea ...

This paper argues that much of the frustration with market research output centres on a failure to extend our skill set into business consultancy and thereby improve our ability to enhance the quality ...

Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic dec ...

This paper will demonstrate in what way a strong partnership between client and research provider can provide a solution to deliver actionable findings based on different information sources on an on- ...

Market researchers wish to bridge the current gap between market research and its use for business decisions. This paper argues that such a gap exists primarily due to the difference between the findi ...

We are facing a scenario in transition, in Latin America. What is becoming more important in our activity? What is becoming irrelevant? What is expected from market research? Are we fulfilling the cur ...

Today, due to changes in client needs, the research (MR) industry is facing some severe challenges. Client needs are becoming more sophisticated and unclear, which is causing uncertainty in the resear ...

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization’s focus on supply-chain management and the organizational structures emp ...

This paper presents a case study highlighting the rationale for and benefits achieved by the implementation of a client side, state-of-the-art market research department portal. Initiated to better re ...

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients. To understand what creates an optimal brand experience, IBM asked business decision makers in six ...

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation. Market intelligence provides the foundation for all decisions in the ...

This article presents the first results of a study aimed at identifying and quantifying if and how market research is adding value to the business process and to the bottom line. By now the study has ...