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How Elizabeth Arden generates shopper insights
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report discusses how Elizabeth Arden, the cosmetics company, uses research to understand shoppers.
This event report discusses how Elizabeth Arden, the cosmetics company, uses research to understand shoppers. The research strategy seeks to distinguish consumers and shoppers, and to identify opportunities. Described are three different levels of research budget and the methods that can be used to match them. Lower budgets should be used for broad based surveys, ideally on mobile, while bigger budgets allow for greater segmentation. To maximise the impact of research, three top action points should be identified and executed quickly.
Don't listen to your customers: Working with a task based approach to innovation
Lubna Khan, WPP Atticus Awards, Highly Commended, 2011
Traditional market research methods result in an 80% failure rate in innovation. A better approach is not to listen to what customers say they want but rather to concentrate on the tasks customers want to fulfil, thus shifting the focus onto more observable and objective ways of identifying customer needs.
Traditional market research methods result in an 80% failure rate in innovation. A better approach is not to listen to what customers say they want but rather to concentrate on the tasks customers want to fulfil, thus shifting the focus onto more observable and objective ways of identifying customer needs. Lubna Khan, strategic planning director at JWT New Delhi, provides frameworks to make the right choices when using a task-based approach. These include: decisions on research techniques, depending on what is known about the task and the customer; when to change business strategy, whether changing the product itself, repositioning it, targeting different customers or altering the task the brand fulfils; choosing a marketing strategy that reflects the levels of awareness of both the task and the product as a solution.
Mobile Research: iFuture or iFlop?
Adhil Patel and Ryan Versfeld, WPP Atticus Awards, Merit, 2011
This paper from TNS explores what advancements in mobile technology mean for market research, specifically how mobile research could be used to generate better consumer insight.
This paper from TNS explores what advancements in mobile technology mean for market research, specifically how mobile research could be used to generate better consumer insight. It provides an overview of various mobile research designs, commercial applications that are currently available and discusses the implications of mobile research by outlining results of a survey administered through an iPhone application. The paper also provides recommendations and potential pitfalls when designing mobile research surveys.
Good research drives great design (Landor Perspectives 2010)
Susan Nelson and Mary Zalla, WPP Atticus Awards, Highly Commended, 2010
"Good research properly applied can be a designer's best friend" is the claim of Susan Nelson and Mary Zalla from Landor Associates, who suggest ways of getting the most from design research.
"Good research properly applied can be a designer's best friend" is the claim of Susan Nelson and Mary Zalla from Landor Associates, who suggest ways of getting the most from design research. This includes understanding consumer insight before the design process, involving designers in the research process and ensuring proper application of research. They also suggest researchers engage with consumers in stores rather than in focus groups, not to take purchase interest scores literally and only ask what they need to know in online surveys.
The future of research: Context counts above all else
J Walker Smith and David Bersoff, Admap, July/August 2010, pp. 26-27
The challenge facing marketing research is one of context. Nothing is more important.
The challenge facing marketing research is one of context. Nothing is more important. For example, Columbia university research showed that participants' music download choices were heavily influenced by the behaviour of others. People never encounter ads in isolation, but in the context of cues and social influences. Ads work only if context allows. Consumers self-aggregate around interests, beliefs and values to an unprecedented level. The context in which they experience ads creates new opportunities and challenges. Marketers can finally target ads that resonate with exacting precision for people with particular tastes and preferences.
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