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Market Research: The Pathway from Consumer Needs to Final Products
Gloria Jun Zhang, Minghui Zhu and Qing Tan, ESOMAR, Asia Pacific, Kuala Lumpur, April 2010
This case study on real estate product development illustrates that market research can add value to clients and help them realize the value of understanding consumer insights.
This case study on real estate product development illustrates that market research can add value to clients and help them realize the value of understanding consumer insights. The Vanke Company and the real estate market in China can be considered as epitomes of Chinese companies and the China market, respectively. China has adopted a market-oriented economy for only 30 years, and most Chinese companies are currently not practiced at using market research results to strategize their businesses. A challenge facing research firms, and the value they can provide, is to help clients effectively utilize research results.
Market research - The pathway from consumer needs to final products
Gloria Jun Zhang, Minghui Zhu & Qing Tan, ESOMAR, Qualitative, Marrakech, November 2009
This presentation is based on a case study on the process of developing concepts for residential property products.
This presentation is based on a case study on the process of developing concepts for residential property products. The real estate market in China hasn’t reached its maturity stage and many people are just starting to move from shabby rooms shared by generations to modern apartments. It remains difficult for consumers to verbally express their needs accurately. A new methodology was designed to explore consumers’ potential needs and translate these needs into the languages that designers can understand, and finally reflect them in product concepts.
Show Me Your Home and I Will Tell You Who You Are
Olof Eriksson, Britt-Marie Eriksson and Lena Gilchrist, ESOMAR, Consumer insights conference, Madrid, April 2003
This paper describes how research, with the use of technology, can be applied to various decision-making processes throughout the production and marketing stages of real estate.
This paper describes how research, with the use of technology, can be applied to various decision-making processes throughout the production and marketing stages of real estate. A traditional construction company developed a new marketing approach by gaining insight into the phrase “a home”. The company moved its position from mere functionality towards market and consumer orientation. By applying a range of research methods, a wealth of results was achieved. The researchers and client created an interactive web-based reporting system, with photos, animations, statistics etc., designed for continuous updating and analysis. Furthermore, planners, designers, architects, engineers and other professionals within the clients’ organisation can use the system easily and creatively throughout planning and production cycles.
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