Target groups: Opinion leaders, mavens

 

Trendsetters' habits and behavior form the mass culture and help forecast the overall tendencies of market development. This paper reviews the methods of revealing and studying trendsetters, analyzing ...

Cosmocrats are an elite of luxury consumers estimated to number 20m worldwide, which could double in size between 2000 and 2010. Luxury advertisers find it difficult to reach this highly attractive gr ...

Marketers can fast-track new products or marketing campaigns by targeting early adopters and opinion formers. Building on earlier research and work by Procter & Gamble, this paper tries to identify ty ...

Explores the role of children as innovators or adopters of new products. A research study (2003) is reported amongst children and young people aged five to 18, with different questionnaires for the th ...

Argues that turning quantitative data into `insight’ is no longer enough: market researchers, especially in new product development, need `foresight’, the ability to predict future trends. A key compo ...

This paper explores how changes in our social and cultural perception of brands, advertising and marketing, in addition to lifestyle shifts, have lead to the growing power and value of word of mouth i ...

Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as well as measuring its affinities with different media. Our research find ...

The Tipping Point (Gladwell 2000) is the influential bestseller on how hits happen. It is also a book about market research, revealing the three key research initiatives that can unlock the viral pote ...

The way a company chooses to disclose information about itself greatly impacts its reputation. The Internet is often overlooked as a channel that can be strategically used to relay corporate messages ...

In a marketplace where consumers are deluged daily by 10,000 to 30,000 commercial messages and 200 or so personalized messages, key influencers increasingly help shape how products and services are bo ...

The study explains that the brand was in serious decline. The basic objective was to return it to its former position as the leading New York beer. This had to be achieved with a budget of only $400k ...

This campaign was based on empirical evidence showing that secondary smoking leads to various health problems. The objectives were to increase awareness of second hand smoking among the Hispanic popu ...

The idea of ‘buzz’ in marketing is hardly new, although it hasn’t always been called that. But in the last few years years, a buzz ‘industry’ has grown up, arising partly out of the mid-1990s’ practic ...

Examines the meaning of the term `cool’, and argues that it describes how cultures change, interact and coalesce, and that marketers need to understand it.

This is the amazing story of how a blighted 1960s high-rise building became an object of domicile desire through re-branding, and altered the landscape of residential property marketing in the process ...

A textbook example of how to make sponsorship work for a brand. This is the story of how Imperial Leather was able to win the sponsorship game for PZ Cussons by looking beyond the obvious. By being tr ...

The agency state that the Mini tradition is alive and the product has been repositioned as the premium car in the compact segment. The communications objectives were to increase awareness with the cre ...

There is great interest in the development of television technologies such as PVRs, VOD and Interactive TV. Forecasting the consumer response to these new technologies should take the recent history o ...

This article reviews the MORI's annual Captains of Industry survey which consists of face-to-face interviews with senior board directors of major companies. The authors touch on the status of PR, adve ...

Martin Oxley and Clive Nancarrow describe a research project which they believe could contribute to new products being successfully introduced to the market. The paper discusses the importance of attr ...

Launching and consequently marketing Xbox in New Zealand was always going to be a challenge. PlayStation and PlayStation 2 dominated the market and Microsoft did not share in the consumer heritage of ...

With a very modest budget of less than £18,000, not to mention a highly sensitive subject matter, this project was a challenge in more ways than one. Given the tight budget, Age Concern Scotland and C ...

Reid Kerr College is a long established further education college based in Paisley, in the West of Scotland, which over the years had lost its way. In particular the College was suffering from negativ ...

This paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of “early adopters”; not just in terms of demographics, but in terms of lifestyle and ...

Co-ordinated global corporate image campaign for Shell, to counter `antisocial' image (described, especially after Brent Spar and Nigeria) amongst stakeholders. Stage 1: focused on global opinion lead ...

Campaign to change perceptions of Barnardo's, especially to make the charity relevant to younger people. The new vision is 'to help the most vulnerable children and young people transform their lives ...

This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those cons ...

One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly importa ...

A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are ...

Consumers must continue to adopt new technologies in order for the promise of 'convergence' to be realized and to continue driving the engines of the world's major economies. This paper uses the 'Diff ...