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Using graphical statistics to better understand market segmentation solutions
Sara Dolnicar and Friedrich Leisch, International Journal of Market Research, Digital First, December 2013
Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments.
Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments. In fact, 65% of marketing managers admit to having difficulties with the interpretation of data-driven market segmentation solutions. In this study we develop novel ways of visualising segmentation solutions using graphical statistics methodology. The proposed plots help academics and practitioners to interpret complex market segmentation solutions, thus improving the practical usability of market segmentation, reducing the risk of misinterpretation and contributing to closing the much-lamented ‘theory–practice divide’ in market segmentation.
Organizational Research Reinvigoration: How a top-five media company reoriented itself around human insights
Christian Kugel and Cortney Henseler, ESOMAR, Congress, Istanbul, September 2013
This paper explains how AOL, the internet company, established a new consumer analytics and research team.
This paper explains how AOL, the internet company, established a new consumer analytics and research team. While AOL has historically struggled with the role of research, analytics and insights, the company has recently re-oriented itself around the voice of the consumer. In doing so, research became a critical function and central to the company's decision making. The paper also describes how this team's role has developed, and how other research organisations can replicate this success.
Integrated market-related internal communication: development of the construct
David Jimenez-Castillo and Manuel Sanchez-Perez, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 563-585
Although companies are increasingly using integrative communication processes to develop and improve market information dissemination, research in marketing has typically conceptualised and measured dissemination in terms of the use and frequency of information-sharing activities.
Although companies are increasingly using integrative communication processes to develop and improve market information dissemination, research in marketing has typically conceptualised and measured dissemination in terms of the use and frequency of information-sharing activities. In view of this asynchrony between theory and practice, this research explores the above neglected domain of market information dissemination, proposing a new construct that we call ‘integrated market-related internal communication’ (IMIC), which encompasses the integrative communication processes implemented by firms aimed at enhancing employees’ market information processing. After conceptualising IMIC as a four-dimensional construct, we developed and validated a measurement instrument for assessing this emergent concept. In particular, the proposed dimensions were confirmed as reflective factors of the higher order-construct IMIC, and nomological validity was assessed by demonstrating the positive influence of IMIC on both employees’ capacity to assimilate market information and shared interpretation of this information.
Consumer research: How to merge qual and quant
Colin Rice, Admap, June 2013, pp. 42-43
While qualitative and quantitative research methods have their individual merits, this paper argues that adopting a hybrid approach can empower a deeper understanding of consumers.
While qualitative and quantitative research methods have their individual merits, this paper argues that adopting a hybrid approach can empower a deeper understanding of consumers. Online quantitative research continues to advance, evident in the use of gamification and mobile research, while online focus groups are driving qualitative research. The process of merging qual and quant together requires careful deliberation throughout the research process. The author describes five simple steps that can be taken to ensure the outcome of a hybrid approach is complementary and balanced. This will lead to not only a visually compelling output, but a clearly defined strategic direction. While a hybrid approach is not neccesary for all projects, the author argues this method is vital for when businesses have major questions to answer.
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.
How researchers create (or fail to create) business impact
Kerry Edelstein, Philip Herr and David Rabjohns , ARF Experiential Learning, Re:Think conference, 2013
This paper discussed how market researchers can create more business impact by putting more emphasis on their own human decision-making, and avoiding the risk of dramatically undercutting their own effectiveness by focusing on data alone.
This paper discussed how market researchers can create more business impact by putting more emphasis on their own human decision-making, and avoiding the risk of dramatically undercutting their own effectiveness by focusing on data alone. The authors outline the barriers that contribute to the phenomenon of market research generally not achieving its intended impact. To improve things, they advocate additional researcher training - particularly in the areas of stakeholder buy-in, and reporting efforts that engage the audience more effectively. Strong communication skills are also essential. The paper also highlights results of a research report on the issue conducted by the authors, the headline finding of which is that researchers themselves agree with marketers that they are not having enough of an impact.
Quantitative research: Storytelling with numbers
Ollie Willis, Admap, December 2012, pp. 38-39
Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever.
Brand owners have access to more data than ever before and the sea of data is getting deeper and a guiding light is needed more than ever. Quantitative research has to be part of the broader strategic conversation to deliver genuine value. To do this, quant researchers need to become storytellers as well as information providers. Telling a story with quant requires researchers to think about how to tell the story at every stage, from responding to the brief, to delivering the final output. This article explains the four key parts to telling a story with numbers.
A simple record or a whole new ball game? The use of film and video in research
Dominic Scott-Malden and Peter Totman, ESOMAR, Qualitative, Amsterdam, November 2012
With qualitative researchers using more film and video in their work, this paper warns them and their clients to be alert to the dangers as well as the benefits.
With qualitative researchers using more film and video in their work, this paper warns them and their clients to be alert to the dangers as well as the benefits. They should be wary of research becoming basic reportage, which is presented without any interpretation or analysis. To counteract becoming a mere recorder for interviewees' views, the Research Film has emerged, which is starting to look more like TV documentaries. One of its main strengths is that it brings findings to life, authenticating them in the view of the client. However, there are dangers that, when on camera, participants will not act or speak naturally and will put on a performance. Equally, such films can be a superficial way to communicate a research finding. It is recommended that film is used to support a presentation and as a not stand alone deliverable.
The future looks creative: The role of design in the delivery of qualitative research
Laura Fry and Kath Harding, ESOMAR, Qualitative, Amsterdam, November 2012
This paper advocates that qualitative researchers should collaborate with external experts, particularly designers, in order to attract and develop new skills, opportunities and solutions for delivering insight in more visual and creative ways.
This paper advocates that qualitative researchers should collaborate with external experts, particularly designers, in order to attract and develop new skills, opportunities and solutions for delivering insight in more visual and creative ways. The authors believe that at some point, good communication has been demoted in researchers' priorities, especially when it comes to delivering research. They demonstrate how developing new relationships, identifying existing talents and nurturing new ones, has helped to deliver more creative and more visual approaches to reporting and make sure that what is delivered to clients is impactful, meaningful and compelling.
Holland 2.0: Assessing a social media strategy for the promotion of Holland
Marieke Politiek, Anke ten Velde and Jos Vink, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies.
In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies. Equally, researchers have been focused on the potential of social media as a new source of information to understand consumer behaviour. This has prompted the development of automated 'social media analysers' which can monitor volume, reach and sentiment of what's being said on social platforms such as Facebook, and Twitter. This paper shows that the measurement of these KPIs is not only insufficient but can lead to erroneous conclusions. Traditional analysis techniques are demonstrated as essential if meaningful and actionable conclusions are going to come from the analysis of social media content.
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