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From terabytes to archetypes: The psychology of internet security
Simon Patterson and Alexander Erofeev, ESOMAR, CEE Research Forum, Krakow, March 2012
Kaspersky Lab, the Russian internet security company, commissioned a study into the motivations of its B2B and B2C customers.
Kaspersky Lab, the Russian internet security company, commissioned a study into the motivations of its B2B and B2C customers. This paper shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kaspersky's global brand strategy by defining six archetypal positions: Warrior, Scientist, Craftsman, Guardian, Magician and Guardian Angel. Understanding these personalities informed the creative direction needed to reach the different consumer groups.
Blurring the boundaries between qual and quant: How the challenge to do consumer research in the rapidly developing technology industry made qual and quant come together
Maarten Schellekens, ESOMAR, Qualitative, Vienna, November 2011
This paper describes the evolving approach from product-led to consumer-focused research taken by Acer, the PC manufacturer, to better understand consumer needs and validate new product propositions.
This paper describes the evolving approach from product-led to consumer-focused research taken by Acer, the PC manufacturer, to better understand consumer needs and validate new product propositions. But since technology markets change quickly, standard research practices are often insufficient in high-tech markets. As a result, Acer's approach changed from the more traditional (and separate) use of both qualitative and quantitative methods to a blurring of the two. For example, the research programme saw consumers select a PC in a simulated store environment and then engaged in dialogue; and quantitative research using picture materials as a stimulus was employed to understand different consumer lifestyles. The paper argues that this "qualitization" of quantitative research satisfies the need for both highly meaningful, valid results and robust and representative results.
Embedding market intelligence into key business processes
Susan Toner and Andrea Goldberg, ESOMAR, Annual Congress, Lisbon, Sept 2004
This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation.
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 transformed end-to-end marketing process, from strategy development to effective program execution Primary research and analysis play a significant role in business decisions as a result of a change from a siloed approach to the market, with uncoordinated and single purpose research studies, to one of cross-unit integration and multi-dimensional research. This has enabled the development of a unified segmentation framework, allowing a coordinated market approach and facilitating end-to-end marketing. With the introduction of branded, high quality quarterly publications, market intelligence has also achieved a “voice at the table”. Through collaboration with the CFO and legal council, market intelligence also plays a significant role in corporate governance issues. By embedding key information into existing sales processes and developing complementary new processes, market intelligence has been able to deliver insights for growth directly to those who can take immediate action on the information.
Hunting B2B technology innovations. Integrating analysis with Monte Carlo and time series benchmarks
R. Scott Evans and Anne P. Bartlett, ESOMAR, Annual Congress, Lisbon, Sept 2004
Developing innovative applications for existing data sources and techniques is the hallmark of good research organizations.
Developing innovative applications for existing data sources and techniques is the hallmark of good research organizations. Researchers and strategists optimize their investment in data and methodological expertise when they effectively repurpose their resources. Combining two very different data sources can result in an effective method of understanding the strategic implications of technology diffusion patterns in a rapidly changing IT market. In particular, the proposed methodology offers a relatively simple way of identifying the timing and relative magnitude of technology adoption at the early stages of the diffusion process. The paper addresses one of the information challenges facing organizations competing in markets highly susceptible to rapid change, brought on by the introduction of new technologies. Examining Intel’s approach to the complex task of identifying emerging innovations and subsequent diffusion patterns across multiple technologies provides important insights for strategic and tactical decision-making. The methodologies and data utilization practices discussed demonstrate how business intelligence managers and market researchers can integrate insights from disparate sources into a coherent research design.
Deconstructing brand equity. Making it relevant outside marketing (and relevant at a global/local level)
J. Christian Gammill, Robert B. Love Jr. and Robert Harlow, ESOMAR, Annual Congress, Lisbon, Sept 2004
In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.
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 markets to think in unconventional ways about the age-old marketer’s question: “What do you look for in a partner?” The research began with the premise that all aspects of IBM’s operations impact brand equity, and framed the research to focus on concrete aspects of client experience. The research results have been put to strategic use to direct and focus IBM’s brand strategy, operations, sales, education, and integrated marketing efforts worldwide.
Building the matrix
Luis H. Rodriguez, Bernadette de Lamar and Carol K. Galvin, ESOMAR, Congress 2003
This paper presents a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation.
This paper presents a case study wherein the authors collaborated to apply the data gathered in a large segmentation research project to the strategic planning process at Lotus Software Division of IBM Corporation. Researchers were able to blend their roles together with those of the strategic planners and were thereby able to enhance the value of research to the business. The case study illustrates how and why such a role-blending approach adds business value.
The future of dynamic eMarketplaces in Asia Pacific
Lane Leskela, ESOMAR, Business in Asia Pacific, Bangkok, November 2000
This paper addresses the eBusiness marketplace in Asia Pacific in the latter half of 2000, with a focus on long-term return on equity models.
This paper addresses the eBusiness marketplace in Asia Pacific in the latter half of 2000, with a focus on long-term return on equity models. The dot.com hype through April of this year was a distraction for real businesses needing to understand that they must e-enable to achieve their click-and-mortar potential. Scores of get-rich-quick dotcoms with stupid business plans have left a path of bad faith in the internet marketplace in their wake.
Microsoft - a model for the networked organization?
David Crockett, ESOMAR, Impact of Networking, Vienna, Sept 2000, pp. 159-175
The digital economy is bringing about major changes in customer expectations and behaviour and in the very nature of business.
The digital economy is bringing about major changes in customer expectations and behaviour and in the very nature of business. Companies need to respond to these changes in order to compete. This paper looks at the ways in which Microsoft is responding to these changes, and outlines the continuing evolution of Microsoft's Digital Nervous System.
Technology acceptance, techno-fears and the rise of the post-modern consumer
Janet Nash and Alison MacLeod, ESOMAR, Impact of Networking, Vienna, Sept 2000, pp. 111-125
This paper explores why some technologies (e.g. IT and telecoms) are well embraced whereas others, such as biotechnology, are more likely to generate anxiety.
This paper explores why some technologies (e.g. IT and telecoms) are well embraced whereas others, such as biotechnology, are more likely to generate anxiety. It examines the role of the internet in disseminating information about biotechnology itself, and the issues surrounding it. It concludes that attitudes are themselves dynamic, but that a new era of consumer dialogue will require consultation mechanisms. The internet may (or may not) have a role to play.
Pushing the Envelope: Moving a Major Syndicated Study to the Web
Tony Incalcatera and Andrew Elder, ESOMAR, Internet Conference, Dublin, April 2000
This paper describes the results of a controlled experiment comparing three possible Web-based versions of the Computer Industry Media Study (CIMS(tm)) questionnaire with the paper version now in use.
This paper describes the results of a controlled experiment comparing three possible Web-based versions of the Computer Industry Media Study (CIMS(tm)) questionnaire with the paper version now in use. The authors compare fielding performance and survey results from the four versions. Further analysis provides insight into the complications involved with transitioning a tracking study to a Web modality.
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