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Porsche Research Rally: Can social media research replace traditional research methods?
Martin Einhorn, Michael Löffler and Olaf Hofmann, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
This article explores whether, and to what extent, social media analysis is able to provide valid consumer insights compared to traditional research methods.
This article explores whether, and to what extent, social media analysis is able to provide valid consumer insights compared to traditional research methods. It is based on a project seeking an in-depth understanding of customers of Porsche, the prestige automotive marque, and their experience with the brand. It shows that traditional research methods produced results that differed significantly from social media research and so social media analysis is not expected to be capable of fully replacing traditional methods. However, when it comes to a more narrow scope like modern digital channels, social media research is able to provide valuable additional insights that traditional research would have clearly missed.
Learning from Winners: How Research Drove a New Model for the Automotive Industry
Raymond Pettit, Journal of Advertising Research, Vol. 48, No. 4, Dec 2008, pp. 583-590
This article draws on the book Learning from Winners, a collection of essays by Dr. Raymond Pettit, senior vice president of research and standards for the Advertising Research Foundation (ARF).
This article draws on the book Learning from Winners, a collection of essays by Dr. Raymond Pettit, senior vice president of research and standards for the Advertising Research Foundation (ARF). Tapping into the archive of a more than decade of ARF Ogilvy Award winners, Dr. Pettit tells stories and shares lessons that demonstrate how imaginatively applied research can lead to new brand insights, redefine problems or markets, and to support intelligent risk taking. This paper focuses on how Lexus changed the nature of used-car sales with the introduction of a new variety of vehicle-the Certified Pre Owned car that offered the promise of a quality ownership experience that had never been part of the 'used-car' marketplace.
One Global Mercedes-Benz Language. How to Create a Common Way of Thinking about the Brand in the Process of Globalisation
Hans-Georg Brehm and Alison Segar, ESOMAR, Automotive Marketing, Lausanne, February 2000
How global branding was developed for Mercedes Benz in the early 1990s. Case history background and rationale described.
How global branding was developed for Mercedes Benz in the early 1990s. Case history background and rationale described. Key factors in the success of the brand model were simplicity of thinking, being true to the brand, and remaining open to fresh input. Describes how the brand model was integrated into company management, car clinic and other research, analysis of worldwide communications, etc. Illustrated with examples from several areas where the brand model has been applied.
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