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Creating a sustainable future for MROCs: Preventing the exhaustion of the most promising development of our industry
Anke Bergmans, Jos Vink and Michelle de Laat, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment.
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment. Researchers are increasingly concerned with the cost-efficiency of MROCs and are seeking to fit in as many MROCs projects as possible. This scenario has led to response wearing out and members dropping out faster than new members can be recruited. A new promising methodology becomes exhausted before it even gets the chance to shine. It is argued that successful communities have the correct balance of 'creators' and 'contributors', with an example of a successful MROC described.
Beyond the silo: Joining the research dots to maximise brand insights for the BMW Group
Sabine Hatz and Harald Schuster, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper demonstrates how knowledge of the fundamental brand mechanics for BMW Group, the car maker, can be generated and integrated by using multiple data sources.
This paper demonstrates how knowledge of the fundamental brand mechanics for BMW Group, the car maker, can be generated and integrated by using multiple data sources. Based on a global insights integration project, it demonstrates how connecting multiple data sources leads to a deeper understanding of markets or target groups (research effectiveness) and leverages the return on research (research efficiency). Linking a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand. This can lead to new inputs that feed into the discussion about the research techniques required for the complex challenge of managing automotive brands, where two aspects are of paramount importance: long-term brand building as well as short-term operative measures for selling cars.
Psychological Automotive Lifestyles: The analysis of automotive lifestyles to support targeting
Dirk Ziems, Thomas Ebenfeld and Gabriele Lehmann, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners.
This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners. Car ownership, vehicle body types and car brands have specific relevance to consumers at different life stages, for different lifestyles and in different cultures. Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Concerning innovation planning, designing or communication and marketing, target customers have specific requirements, depending on their lifestyle and cultural background, which this paper discusses. Practical examples of research from Europe and Asia are described.
Car brands: The road to riches fuelled by brand power
Peter Walshe and Nick Bull, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings.
This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings. It examines what has caused these car brands to change position in the table over time, with particular focus on the effects of the global recession, model recalls, social media effects and the new 'value-conscious' era. The report argues that financial success for car brands depends on being meaningful, different and salient, and describes how they can grow in value through fostering these properties.
Big Data, Better Decisions: How does business intelligence drive change in the Chinese automotive market?
Tiger Lee Weihan, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper shows the process of generating an automotive customer repurchase model of customer relationship management in China, based on data warehousing after data integration.
This paper shows the process of generating an automotive customer repurchase model of customer relationship management in China, based on data warehousing after data integration. China has become the world's largest automotive market, but only in the new sales market. For most Original Equipment Manufacturers (OEMs) and dealers, new vehicle sales lead to a better market share and greater revenue, while after-sales deliver the main source of profit: after-sales profit margins are five to ten times higher than sales profit margins. Customer loyalty is key to avoiding customer churn and the model proposed in the paper offers a new solution for marketers to attract more customer loyalty in China's rapidly growing after-sales market.
Grand Prix Research: The symbiotic relationship between the future winning automotive brand and their ideal research partner
Patricio Pagani and Richard Brookes, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper examines how automotive companies are facing growing expectations to deliver innovation and a customer-centric approach, and the implications this holds for them and their market research partners.
This paper examines how automotive companies are facing growing expectations to deliver innovation and a customer-centric approach, and the implications this holds for them and their market research partners. The paper covers theories about strategy, innovation and creative renewal, and the impact of the changing nature of global manufacturing and marketing along with the evolution of digital technologies. For example, developing economies are moving up the manufacturing rankings and recent advances have brought about internet-enabled, electric and driverless vehicles. The paper poses questions about what a car is today and whether it is being redefined as another digital platform. It also examines how brands, particularly Hyundai, are responding to the changes.
AUTO BILD market barometer connectivity: The connected automobile is gaining momentum
Thomas Schindlbeck, Nicolas Loose and Clarissa Moughrabi, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This report presents findings from the AUTO BILD market barometer, a representative, annual study from Europe's biggest car magazine, which in 2012 focused on automotive "connectivity".
This report presents findings from the AUTO BILD market barometer, a representative, annual study from Europe's biggest car magazine, which in 2012 focused on automotive "connectivity". Connectivity is being applied in three areas of the automotive industry: smart services for cars; creating efficiency and new business models; and meeting new consumer and societal demands. The research showed that few car buyers are familiar with the concept of connectivity, even though car manufacturers are putting great importance on it. However, respondents were more familiar with individual "smart" features that are available in cars, even if they did not associate them with the concept of connectivity. Other areas covered by the survey include openness to the connected car concept, the views specific to buyers of new cars with high purchase intention, price sensitivity and the expectations of the manufacturer. When considering the consumer groups that need to be won over to connectivity benefits, the article focuses on two segments: "established mid-agers" and "young urbans".
Brand measurement scales and underlying cognitive dimensions
Marco Visentin, Mariachiara Colucci and Gian Luca Marzocchi, International Journal of Market Research, Vol. 55, No. 1, 2013, pp. 43-57
The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals’ relevant attributes, in order to analyse why they can lead to similar brand positioning maps.
The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals’ relevant attributes, in order to analyse why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes – one derived from the brand personality scale, the other reflecting attributes obtained through a focus group – span common cognitive representations when translated into perceptual maps. We then prove that this outcome is caused by a bias stemming from a more holistic view of the brand, which forces the two cognitive structures towards a common perceptual representation. We conclude discussing the challenges for current theory implicit in our findings, and the implications for managerial practice.
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.
How cars really get bought: Beyond the purchase funnel - new insights from digital ethnography
Neel Desor and Rob Ellis, ESOMAR, Congress, Atlanta, September 2012
This paper outlines the collaboration between international media company Haymarket and COG Research.
This paper outlines the collaboration between international media company Haymarket and COG Research. The research project they undertook was intended to yield original insights into consumer behaviour in the automotive sector as well as provide opportunity for a dialogue between Haymarket and car manufacturers and agencies. It outlines the research design and methodology, the results and an evaluation of the study from both a client and a researcher's perspective.
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