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ESOMAR Conference papers
Int. Journal of Market Research
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Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare
Includes video content
Recommended by Warc editors
Anita Black and Neil Rothstein, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company. The company is set on empowering individuals to make better health decisions and building a DNA database to accelerate scientific discoveries and improve global health. However most people are still unaware of the service and DNA testing is rich in misperceptions and concerns. The research created intimacy in order to understand why existing customers had used the company's service and how it had impacted on them. This research led to the creation of an advertising campaign which focussed on giving consumers simple information about DNA testing in general and 23andMe's service, and sought to normalise DNA testing.
Producing work-ready graduates: the role of the entrepreneurial university
Includes video content
Recommended by Warc editors
Nigel Culkin and Sofie Mallick, International Journal of Market Research, Vol. 53, No. 3, 2011, pp. 347-368
UK universities are having to come to terms with the double whammy of a 2010 Spending Review that will see budgets reduced from £7.1 billion to £4.2 billion by 2014, and the Browne Review of higher education funding and student finance, which argues that those who benefit (i.e.
UK universities are having to come to terms with the double whammy of a 2010 Spending Review that will see budgets reduced from £7.1 billion to £4.2 billion by 2014, and the Browne Review of higher education funding and student finance, which argues that those who benefit (i.e. students) should make a far greater contribution to the cost than is currently required. Against this backdrop the authors seek to contribute to the graduate skills debate. They will demonstrate that delivering employment-ready graduates ignores the demands of a radically altered world of work in the face of the government’s response to the latest economic crisis. While its primary focus is on the supply side (graduates) the authors are cognisant of the market research industry, which itself is facing external pressures to shift from a milieu of data gathering to a future of intelligent insight providers. We then go on to present the development of a new type of university, which has actively sought to reduce its dependency on traditional funding sources. Finally, we present a model of a research facility at one university that has successfully engaged with the local and regional business community to the benefit of its student workforce. In doing so, it has helped to develop over 70 graduate researchers, with entrepreneurial mindsets, who have all gone on to secure enterprising futures.
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