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Beyond the silo: Joining the research dots to maximise brand insights for the BMW Group
Sabine Hatz and Harald Schuster, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper demonstrates how knowledge of the fundamental brand mechanics for BMW Group, the car maker, can be generated and integrated by using multiple data sources.
This paper demonstrates how knowledge of the fundamental brand mechanics for BMW Group, the car maker, can be generated and integrated by using multiple data sources. Based on a global insights integration project, it demonstrates how connecting multiple data sources leads to a deeper understanding of markets or target groups (research effectiveness) and leverages the return on research (research efficiency). Linking a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand. This can lead to new inputs that feed into the discussion about the research techniques required for the complex challenge of managing automotive brands, where two aspects are of paramount importance: long-term brand building as well as short-term operative measures for selling cars.
Car brands: The road to riches fuelled by brand power
Peter Walshe and Nick Bull, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings.
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings. It examines what has caused these car brands to change position in the table over time, with particular focus on the effects of the global recession, model recalls, social media effects and the new 'value-conscious' era. The report argues that financial success for car brands depends on being meaningful, different and salient, and describes how they can grow in value through fostering these properties.
Big Data, Better Decisions: How does business intelligence drive change in the Chinese automotive market?
Tiger Lee Weihan, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper shows the process of generating an automotive customer repurchase model of customer relationship management in China, based on data warehousing after data integration.
This paper shows the process of generating an automotive customer repurchase model of customer relationship management in China, based on data warehousing after data integration. China has become the world's largest automotive market, but only in the new sales market. For most Original Equipment Manufacturers (OEMs) and dealers, new vehicle sales lead to a better market share and greater revenue, while after-sales deliver the main source of profit: after-sales profit margins are five to ten times higher than sales profit margins. Customer loyalty is key to avoiding customer churn and the model proposed in the paper offers a new solution for marketers to attract more customer loyalty in China's rapidly growing after-sales market.
Grand Prix Research: The symbiotic relationship between the future winning automotive brand and their ideal research partner
Patricio Pagani and Richard Brookes, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper examines how automotive companies are facing growing expectations to deliver innovation and a customer-centric approach, and the implications this holds for them and their market research partners.
This paper examines how automotive companies are facing growing expectations to deliver innovation and a customer-centric approach, and the implications this holds for them and their market research partners. The paper covers theories about strategy, innovation and creative renewal, and the impact of the changing nature of global manufacturing and marketing along with the evolution of digital technologies. For example, developing economies are moving up the manufacturing rankings and recent advances have brought about internet-enabled, electric and driverless vehicles. The paper poses questions about what a car is today and whether it is being redefined as another digital platform. It also examines how brands, particularly Hyundai, are responding to the changes.
AUTO BILD market barometer connectivity: The connected automobile is gaining momentum
Thomas Schindlbeck, Nicolas Loose and Clarissa Moughrabi, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This report presents findings from the AUTO BILD market barometer, a representative, annual study from Europe's biggest car magazine, which in 2012 focused on automotive "connectivity".
This report presents findings from the AUTO BILD market barometer, a representative, annual study from Europe's biggest car magazine, which in 2012 focused on automotive "connectivity". Connectivity is being applied in three areas of the automotive industry: smart services for cars; creating efficiency and new business models; and meeting new consumer and societal demands. The research showed that few car buyers are familiar with the concept of connectivity, even though car manufacturers are putting great importance on it. However, respondents were more familiar with individual "smart" features that are available in cars, even if they did not associate them with the concept of connectivity. Other areas covered by the survey include openness to the connected car concept, the views specific to buyers of new cars with high purchase intention, price sensitivity and the expectations of the manufacturer. When considering the consumer groups that need to be won over to connectivity benefits, the article focuses on two segments: "established mid-agers" and "young urbans".
Headroom Vs. Heartroom: Using Customer Insight to Fine-Tune Targeting and Communications From Segmentation Models
Debra Walmsley and Stephen Barr, ESOMAR, Insights, Brussels, February 2011
This presentation details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies.
This presentation details how by overlaying research insight on to targeting models, businesses can enhance their customer acquisition and retention strategies. Examples show how insight has enabled not only a more accurate pinpointing of customer opportunity, but also highlighted channel potential and salient marketing communication messages to increase engagement. It shows that by combining pragmatic modeling with emotional insight, businesses can isolate winning formulae for their future business success.
The BMW Group Co-Creation Lab: Managing an Innovation Hub for a Panopticon of Users
Gregor Jawecki, Volker Bilgram, Philipp Wiegandt, ESOMAR, Innovate, Barcelona, November 2010
Co-creation platforms as a new instrument to permanently innovate with end consumers are introduced in this presentation, shedding light on the potential benefits of such platforms for both consumers and companies.
Co-creation platforms as a new instrument to permanently innovate with end consumers are introduced in this presentation, shedding light on the potential benefits of such platforms for both consumers and companies. How the platform facilitates the management of different user groups throughout the innovation process and fosters ongoing relationships with consumers is discussed. This presentation sheds light on a continuous, central platform specifically tailored to co-creation with end consumers, adding a new perspective to existing work focusing on permanent open innovation initiatives such as the “Connect + Develop” program.
Turning 'point of sale' into an image and sales accelerator
Eric Lemerle, Renaud Degon and Hubert Boulos, ESOMAR, Automotive Conference, Lausanne, March 2008
In the car industry and when it comes to generalist brands (vs niche/high end), image is built through communication, and particularly TV advertising.
In the car industry and when it comes to generalist brands (vs niche/high end), image is built through communication, and particularly TV advertising. In many countries, the leading brand is actually the leading TV media spender. The total car industry category is generally one of the top three categories that spend on TV. On that basis the point of sale is considered as just the place where cars are sold. This paper looks at how the point of sale can be used to further the strategic evolution of Renault’s image and brand identity.
The complex customer: applying qualitative methods in automotive NPD
Michael Francesco Alioto and Deana Gillespie, ESOMAR, Qualitative Research, Athens, October 2006
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 gather critical customer input during the creation and development of both vehicle interiors and exteriors for the 2010 year models.
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 gather critical customer input during the creation and development of both vehicle interiors and exteriors for the 2010 year models. This approach consisted of using ideation, innovation, and triangulation methods which were developed in conjunction with experts from multiple disciplines in order to fully assess the future 'needs' and 'wants' of the next generation of consumers. The paper illustrates how this research design was developed, tested, and applied in the advanced product development process.
Escaping the channel silo - researching the new consumer
Hester Stuart-Menteth, Dr Hugh Wilson and Susan Baker, International Journal of Market Research, Vol. 48, No. 4, 2006, pp. 415-437
It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking.
It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking. Yet market research often continues to survey consumers as if they were purely passive recipients of the messages, products and services we provide. Furthermore, research frequently treats marketing channels entirely separately. The exploratory survey of Lexus customers we report here demonstrates a more integrated approach, developing a measure of customer experience that is applied uniformly across multiple channels. Results show that the experience quality of interactive channels is particularly strongly associated with customer relationship quality, and suggest that consistency between channels is also important in the customer relationship. The implication for market researchers is the need to monitor the multi-channel customer experience holistically if vital insights are not to fall between the cracks of the client’s channel silos.
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