Market analysis and intelligence: Knowledge manageme...

 

It is crucial for information professionals to understand their company’s information usage trends and storage practices as they come under growing pressure to increase efficiency and demonstrate retu ...

Michael Harvey of drinks giant Diageo argues that good consumer planners are more valuable than ever, but must be be intimately connected with brand strategy and implementation.

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009.

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2010

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009.

This paper summarises presentations given at the WARC Online Research Conference, 4-5 March 2009

In this paper, James Wilkinson provides his perspective on applying market research within an ever evolving context of other data sources. The summary covers presentations from ‘Data Matters’, which w ...

In this paper, Tim Macer provides his perspective on applying market research within an ever evolving context of other data sources. The summary covers presentations from ‘Data Matters’, which was a o ...

Enterprise 2.0 is a term encompassing all the web-based tools that facilitate networking and collaboration, and the shift from desktop to web-based applications. This article argues that companies wil

The worldwide growth in the 'knowledge economy' since the early 1980s, fuelled by powerful, cheap technology and consumer demand, has been unstoppable; by 2004 UK business investment in knowledge-base

This paper discusses how the role of the research professional inside a company is changing, from being a provider of information (managing traditional research projects) to a more significant and pro

Most marketers are well versed in the notion that measuring the return on marketing investments in both the short- and long-term is critically important. While many have also been able generate deeper ...

Lack of money, resources, and inability to focus all play a role in limiting marketing budgets, but internal company power politics can also play a substantial part. For marketers, building credibilit ...

A recent study by Forrester Research has shown that very high proportions of marketing professionals 'don't know' the answers to questions about how much to spend or invest in various marketing activi ...

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 examines the research industry from a business perspective in order to ask (and answer) some questions about the economics and business models underpinning the market research industry. It ...

Much has been written and spoken on how the research industry needs to adapt, about the quest for insight and about new competitive threats to the very existence of the research industry, whether from ...

Brand sales growth is essential for increasing profitability, but is hard to achieve for established brands in mature fmcg markets. Yet many brand managers unwittingly design plans that could work aga ...

Real-time information can help advertisers make changes to campaigns on the fly, respond quickly to changes in the market, and produce a more accurate reflection of ROI. Despite this, however, the met ...

Forecasting should be a critical element in the strategic planning arsenal, and a CMO who allows it to be marginalised by conflicting agendas or the marketing team's aversion to statistical analysis w ...

This paper argues that, to build a more effective framework for resource planning and allocation, CMOs need to first get their arms around what they know, what they think they know, and what they need ...

This paper argues that both researchers and clients benefit from examining how clients make decisions, especially how they absorb and process information, and how these can be impacted to mutual benef ...

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 ...

The paper presented here is an abridged and adapted version of an article by Pierre Berthon, Agnes Nairn and Arthur Money which appeared in Marketing Education Review, 13, 2 (Summer) 2003. The objecti ...

In this Viewpoint piece, Rowland Lloyd responds to the article 'Client-driven change: the impact of changes in client needs on the research industry' (IJMR, 48, 4) by Simon Chadwick, where it was argu ...

In this Viewpoint piece, Bernice Hardie responds to the article 'Client-driven change: the impact of changes in client needs on the research industry' (IJMR, 48, 4) by Simon Chadwick. While agreeing w ...

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 ...

The Ehrenberg-Bass Institute, established in March 2006, celebrates the work of two pioneers in marketing science. This article explains why empirical science is necessary for marketing and why market ...