Using Market Research to Enhance Corporate Innovation

Michael Cohen

The following paper demonstrates how applied research has been used to assist companies in the identification and design of innovative solutions for developing both vibrant internal cultures and responsive external marketing and communications strategies.

Using Market Research to Enhance Corporate Innovation

Michael Cohen Applied Research & Consulting LLC United States

CASE ONE: THE IMPACT OF CULTURE ON BRAND IDENTITY AND APPEAL 

In today's French media market, programs rather than channels drive viewing behavior, and channels are not perceived to be differentiated 'environments'. The client, a leading children's television channel based in the United States, was in the process of combining and integrating its children's programming with existing children's programming provided by a French child-oriented television channel. The overall goal of the partnership was the formation of an integrated programming block...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands