Subject Index
 

Understanding the customer is one of the biggest challenges a marketer faces in his/her daily work life. A thorough understanding of the customer is the basis for a positive interaction. The starting ...

Classic automotive market research today is still very technology-oriented and product-driven. This typically becomes apparent in study designs which are rather detached from reality and everyday life ...

Consumers shop differently for OTC products than for their groceries. Advertising effectiveness, the relevance of shelf-based awareness, consumer 'buzz' and the role of the professional are key influe ...

For decades, one of the key roles of market research has been to help companies forecast customer acceptance of innovation and of changes to the marketing mix (the 4Ps). However, traditional market re ...

This article argues that the creative industries (advertising and marketing) must, like any other business, keep innovating to survive. Being creative does not make you inherently innovative. One mus ...

Category slowdowns for reasons other than recession enjoy much lower rates of return on capital employed (ROCE) than other categories; they also have 28% less share growth per point of SOV/SOM, and ar ...

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

With the help of innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with ...

Laura Morris, an account director at Nunwood, explains open innovation, the concept of inviting customers inside organisations to act as co-developers of exciting new products and services (online and ...

James Bull, creative director of Moving Brands, believes that too many brands are based on a static print-based identity like a logo. He argues that to flourish in the modern world, both brand and adv ...

In this article, Magnus Willis, founding partner of Sparkler, contends that we are currently in a third marketing age - the age of consumer collaboration - which has a particular relevance for brand i ...

In this article, Michael White, Vice President, Panels and Communities at MarketTools, argues that traditional methods of developing new products will not come up with the break-through innovations th ...

In this introduction to Admap's report on innovation and creativity, Roderick White looks at why so many new products fail (80% according to most analysts). This is partly through inaccurate descripti ...

Based on their book 'Mavericks at Work', in which they analysed 32 uniquely innovative US companies, William C. Taylor and Polly Labarre argue that it is no longer good enough to aim to do the same th ...

This Marketing Society award-winning case study describes the systems used by the Vodafone Group for global new product development and competitive differentiation. It is a custom-tailored, highly dia ...

Large marketing companies are seldom good at radical innovation, because this process is inherently unpredictable, and as likely to be as due to luck as much as to skill. This is why most radical inno ...

The 'innovation funnel' is the process by which ideas are tested and weeded out in order to find the eventual 'winners'. This article argues that such funnels don't work: they stifle creativity and ma ...

In this article, Andy Cohen, author of Follow the Other Hand, discusses the key lessons companies must learn if they are to put innovation at the centre of their activity. He borrows lessons from the ...

This article discusses how to create a company environment in which insights and analytics truly nourish the organisation's growth potential. Three best practice questions are discussed: what work are ...

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovat ...

This paper addresses one of the core roles of market research, that of a translator between the business objectives of clients and the needs of people, and demonstrates that it is increasingly importa ...

Understanding the underlying needs of Asian women in using new products and services will provide a compass for the innovation journeys of companies. Exploring the innovations described by women in t ...

Lawrence Knight, principal and founder of fletcher-knight - discusses the role of 'open networks' on the web for generating new ideas and new ways of doing things. He argues that the benefits are alre ...

Digital technology is developing at a staggering rate, but there is a danger that it could collapse as the dotcom boom did if companies do not change their attitude to consumers. Consumer ability to u ...

Adopting a reach optimising approach to category assortment development presents significant advantages over a simplistic volume based solution. In evaluating category reach, however, we must take int ...

This paper reports on the launch of Jaguar's C-XF concept car, a radical new design for the company that will influence its next generation of models. The paper discusses the experiential marketing ca ...

This article discusses how to innovate for the Chinese market so as to appeal to Chinese women aged 15-45. Simple improvements which help to make life better and simplify the work-family balance are w ...

This article discusses the importance of developing new products. It is not inventions as such, but the new products based on them, that change the world. New products have impact in three ways - psyc ...

Gary Grossman, president of Innovation and Development Inc., discusses product and packaging innovation in the context of the US deodorant market and the development of Gillette Clear Gel. He describe ...

In this article, James Dyson argues and vividly illustrates the case for greater recognition in Britain for inventors and engineers. The country is not producing nearly enough engineering graduates an ...