Objectives: Prediction, forecasting research

 

The article discusses the use of semiotics to predict future cultural trends. The development and nature of semiotic analysis is summarised: synchronic analysis looks at communications and culture at

The article describes the development of Mintel Inspire, a new approach to uncovering insights about trends. First, marketing's structure prevents it from generating new insights or seeing the bigger

In ‘Rethinking data analysis – part one: the limitations of frequentist approaches’ (Kent 2009) it was argued that standard, frequentist statistics were developed for purposes entirely other than for ...

After years of benefiting from emerging markets and cheap products through cheap foreign labor, most Western countries are now facing the negative effects of globalization: jobs keep wandering around ...

What will society look like in 2015 and what can a product and service provider do now to prepare for such an unknown place? This paper seeks to address these challenges, in order to develop a view of ...

Traditional intermediate measures (awareness etc.) correlate poorly with actual market performance. Rather than continue to tolerate such measures, the authors argue that there are others that can be ...

This article argues for the importance of influencers (or advocates) in shaping the future growth of a brand, and introduces FutureView, a TNS research tool for identifying the 'future shapers' for sp ...

This paper reviews the size of the cosmetics and toiletries fragrance market globally and regionally. By describing the key macro-economic, consumer and industry trends and influences shaping market p ...

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 looks at 'Massively Multiplayer Online Role-Playing Games': computer games played online alongside lots of other people. Games like these have been around since the late 70s, but have only ...

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 ...

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 ...

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 ...

The predictive power of semiotics emanates from its natural capacity to decipher the signs transmitted by any message or communication, going beyond what is said or shown by those communications to se ...

This paper provides an indication of how specific types of analyses based on trend data can help to anticipate and reduce the uncertainty associated with the future. Specifically it describes how thi ...

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 ...

This paper details a practical example of Capitalizing (TM), a research tool with an innovative method that estimates the brand's contribution to the market share and to the price of a product (or ser ...

This paper argues that most predictive research methodologies are geared towards reducing the number of variables needed for modeling and looking for direct causal relations. However, taking less dire ...

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 ...

This paper proposes the 'Systematic Innovation Methodology' as an option to conventional consumer research and understanding methods. Not only does this methodology help translate insights into succes ...

Foresight and intuition are interlinked. This paper posits that foresight and prediction are a function of good and intuitive thinking on the part of researchers and research buyers. Intuition is our ...

Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses. This paper illustrates the diverse range of for ...

This paper proposes a social networking and action research approach to futures research in a time of transformative paradigmatic change. It is argued that this situation calls for the hybridization o ...

With large companies committed to organic growth, innovation is once again central to their mission and the need for concept screening and testing greater than ever. These companies face huge budget p ...

In 2004 Philips launched its new brand positioning ‘Sense and Simplicity’. To articulate this positioning through design, Philips Design works according to the High Design process; a multidisciplinary ...

Digital dreams: we live in a bright, clean world where every need is served by technology. Everything is automated and personalised to individual needs. Intelligent networks have learned to anticipate ...

This paper examines the magnitude and key drivers behind purchase intent or adoption over-estimation across three different technology product categories. Overestimation (as a behavioral projection of ...

When operating in fast-moving business environments, market research is in danger of losing its seat at the table where decisions are made. Many common research tools were developed in a more slowly c ...

Discusses, in the context of the 2004 US presidential election the difficulties of predicting human behaviour, why we expect too much of research data, and why polls and surveys are imperfect instrume ...

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 ...