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AXA PPP Healthcare: Nurturing symbiotic intermediary relationships
Farzana Qadir and Barbara Wright, MRS Awards, Finalist, MRS Awards, December 2013
This article describes how AXA PPP Healthcare, the insurance company, uses an annual research programme to gain in-depth understanding of how the company is perceived by insurance intermediaries.
This article describes how AXA PPP Healthcare, the insurance company, uses an annual research programme to gain in-depth understanding of how the company is perceived by insurance intermediaries. Understanding this perception is important to the company's success as its products are sold through them. Previously, data was gathered through online quantitative surveys, but small sample sizes and lack of diagnostic evidence limited the usefulness of this method. A new approach included quantitative and qualitative methods, including in-depth interviews. This approach has led to changes including: how accounts are serviced, training updates, the development of a new communications strategy, a new online portal, and improving turnaround times.
Bausch & Lomb: Building sales aids that sell
Kieron Mathews and Siva Raj, MRS Awards, Winner, MRS Awards, December 2013
This article describes how Bausch & Lomb, the eye health company, used heart rate monitoring and facial coding technology to test a sales tool for a new contact lens product.
This article describes how Bausch & Lomb, the eye health company, used heart rate monitoring and facial coding technology to test a sales tool for a new contact lens product. The 'Detail Aid' has become a mandated process, with focus on content rather than creating an inspiring sales tool. The research explained here tested a more creative Detail Aid, with healthcare professionals fitted with heart rate monitors and filmed by a camcorder using facial coding technology. This was used to test the professionals' emotional reaction to the Detail Aid during a sales pitch, and was followed by a 'de-brief' by a researcher to understand the participant's opinion of the Detail Aid. This research helped the company to develop a successful sales tool, leading to its most successful contact lens product in a decade.
Channel 4/2012 Paralympic Games: ‘Meet The Superhumans’
Mark Donovan , MRS Awards, Winner, MRS Awards, December 2013
This article explains how a Paralympics campaign by Channel 4, the UK television channel, was made successful by its research foundation.
This article explains how a Paralympics campaign by Channel 4, the UK television channel, was made successful by its research foundation. Initial quantitative research suggested that people were uncomfortable with disability and seeing Paralympic sport, and in-depth qualitative research provided deeper understanding of how the general public felt. Three concepts were then tested in research, which found that the concepts could be three layers of one campaign. They found the 'superhuman' concept provoked a strong (sometimes negative) response, but research suggested that proceeding would help to make the athletes relatable, and change attitudes towards disability. The resulting campaign grew awareness of Channel 4 as the host broadcaster from 19% to 71%, generated conversion and exceeded reach targets.
Sarah King, Amy Tomkins, Elisa Birtwistle, Bill Marshall and Nathan Taylor, MRS Awards, Finalist, MRS Awards, December 2013
This article describes pilot research in China by AkzoNobel, the paints and chemicals multinational and owner of the Dulux brand, which sought to create a global bank of cultural insights to underpin existing consumer knowledge.
This article describes pilot research in China by AkzoNobel, the paints and chemicals multinational and owner of the Dulux brand, which sought to create a global bank of cultural insights to underpin existing consumer knowledge. Desk research, interviews with key people, and culturally connected trend-spotters allowed the development of insights on Chinese society, revealing the importance of stability and limits to individual progress. Understanding of this trend was developed through online discussions, revealing that younger generations are beginning, in a small way, to move away from this. The research was used in the company's strategic decision making.
Investec: Embarking on a voyage of discovery - Crafting a market-leading premium financial product
MRS Awards, Winner, MRS Awards, December 2013
This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally.
This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally. With tight deadlines, the research needed to reach high net worth individuals (HNWs) in different parts of the world. The project had six stages: ensuring Investec teams across the world were on-board with the decided approach; defining the segment of HNWs that should be targeted; working with the marketing team to recruit participants; creating a luxury research experience; facilitating peer-to-peer conversations; and delivering insights to Investec through a workshop. The research informed a new product launch targeting HNWs.
Ease of drive installation, commissioning and maintenance: An international study
Joseph Walker and Kate Leckie, MRS Awards, Finalist, MRS Awards, December 2013
This article describes international qualitative research by Control Techniques, the industrial technology company, in order to understand how the installation, commission and maintenance of its products could be made easier.
This article describes international qualitative research by Control Techniques, the industrial technology company, in order to understand how the installation, commission and maintenance of its products could be made easier. Structured, in-depth face-to-face interviews were conducted with two groups: those who were involved in 'hands-on' work with the company's products and those who do not have a hands-on role, but have an influence on specification decisions. Over 100 usability issues were raised during the research, allowing the company to develop new product ranges to meet these needs.
Busting "myths" about China's low-income consumers: Learnings from P&G
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day. The firm discovered that quantitative studies can sometimes be misleading, as shown by the gap between the number of people who own a washing machine and those that had a water supply allowing them to use it. Further "myths" included the assumptions that cheap products would automatically be preferred, that authority figures lacked influence, and that low-income consumers would have a limited input when it came to talking about potential innovations.
Understanding mothers in Asia: Insights from Qualitative 360
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report assesses the changing attitudes of mothers in six Asian markets: China, India, the Philippines, Singapore, Thailand and Vietnam.
This event report assesses the changing attitudes of mothers in six Asian markets: China, India, the Philippines, Singapore, Thailand and Vietnam. As women in these countries become more affluent and empowered, traditional views about motherhood are changing. More specifically, research by Ipsos showed that five main mothering techniques now predominate: enjoyment, giving, nurturing, perfecting and winning. Brands must work out which of these values they embody, and monitor emerging shifts in popular perspectives to tap new opportunities.
Qualitative research: Take your pick
Michael J.McDermott, ANA Magazine, Spring 2013, pp. 32-42
This article looks at how brands are using qualitative research and how the methods employed are changing.
This article looks at how brands are using qualitative research and how the methods employed are changing. It highlights some of the drawbacks of traditional focus groups, including rogue participants who skew research sessions, cost and the variability in the quality of moderators. However, new ways of approaching focus groups are emerging which include holding focus groups in friendlier locations and drawing out more meaningful responses by engaging participants in forms of artistic expression. Brands are also showing strong interest in alternative qualitative methods, such as mobile research applications, social media research and online application methods, as well as ethnographic deep dives that use face-to-face interactions in new ways. The article also looks at the current trend in mobile ethnography and looks ahead to the future of focus groups.
Media research: Visualise social data
John Clarvis, Admap, April 2013, pp. 24-26
Following new rules given in this article can result in accurate data visualisations that show in real-time how consumers are talking about brands.
Following new rules given in this article can result in accurate data visualisations that show in real-time how consumers are talking about brands. The sheer volume of data generated by social media is typically a huge repository of unfettered opinion, uninfluenced by a question. This unstructured data can only be organised after it has been understood, which requires an approach that recognises a 'third dimension' in analysis. A further challenge presents itself as the dominant social media monitoring tools are not primarily designed for mining social data for insight. This article uses a number of examples to outline some solutions to the problem that encourage marketers to break some of the rules of research.
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