Subject Index
 

How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g. cu ...

If the number of hits in Google is by any means a measure of importance, then, with more than 94 million hits, innovation is a hot topic. The generation of ideas - or 'ideation' - is obviously crucial ...

The advent of Web 2.0 has given consumers a variety of ways to express their creativity, views and opinions. As such, they are no longer merely passive participants in brand relationships, but are now ...

This paper discusses the increasing importance of consumer driven touchpoints, which can help to drive innovation and product development. Such an approach can overcome the frequent complications in t ...

This presentation discusses how to use Web 2.0 techniques to 'co-create' new products with consumers, rather than developing a product for them. Such an approach needs to focus on the early stages NPD ...

Previous research has shown that consumers are twice as receptive to communications while they are 'waiting' for something, such as a doctor's appointment. This approach is called wait marketing, beca ...

While 'brainstorming' can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. This paper discusses Unilever's experience of the strengths and ...

This paper is based on the three 'Ps' of innovation: perspective, process and product. It aims to discuss how organisations can make research part of the innovation process, focusing on these three ar ...

Research is often criticised for its failure to nurture innovative ideas. In response to this situation, this paper aims to establish the experience of UK-based advertisers and creative agencies in te ...

All companies like to believe they're innovative, but few bring that trait to the forefront. This paper presents five best practices for creating a culture of innovation in a marketing organization: 1 ...

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 paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

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 ...

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 ...

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 ...

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 ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

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 ...

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 ...

Predictive Markets puts forward the challenging assertion is that crowds make better decisions than experts, when they are diverse, independent and faithfully aggregated, meaning a crowd of people ope ...

This paper presents the sequential process followed to give birth to the retail formula, its strategy and its key elements, through the Filocolore case, a recent example of innovation in fashion retai ...

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 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 ...

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 ...