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Jeffrey added a blogThree tips for a clear picture of your market: Zoom in, zoom out and focusI left the American Marketing Association’s annual Marketing Research Conference in Palm Springs yesterday with three key takeaways (three, and not... four or seven or two, because David Weinberger of Georgia-Pacific said we should always summarise research in threes). If you think of the role of marketing research as providing snapshots of markets to the business, my three things to remember are: zoom in, zoom out and focus.Zoom inJack Wakshlag, chief research officer of Turner Broadcasting,...moreless+ CommentGroup Details9 months ago- Jeffrey added a blogFinding Out What You Don’t Know: Top 10 Things Researchers Don’t Realize About ResearchDavid Weinberger, VP of Insights, Georgia-Pacific, discussed the top 10 items researchers often don't recognize about their work: 10) Understand... the business. Who is the target customer? How does the business make money? Connect the dots between different functions? Home Depot only learnt a few years ago that 3% of their customers made up 30% of their revenue. 9) You don't need to reinvent the wheel. As an industry, we have a tremendous literature representing a wealth of knowledge going...moreless+ CommentGroup Details9 months ago
- Jeffrey added a blogConquering the Complexities of Research in Business MarketsBarb Murphy, president of Strategic Spark, discussed conquering seven objections and complexities of business-market research. Before starting her own... firm, Barb had roles within a research supplier, ad agency and then client side. Business markets aren't just B2B; for traditional B2C, business markets include research into the businesses that distribute products to resellers or that resell to consumers.Researchers need to bring clarity to murky situations. Constituencies to research include...moreless+ CommentGroup Details9 months ago
- Jeffrey added a blogDon't Look Back, Anticipate Instead - Forecasting Changes in the MarketplaceAt today's AMA Marketing Research Conference, Ravi Parmeswar, VP Global Consumer and Marketplace Insights, Citi Group, discussed how to anticipate... changes. Think of the housing crisis like the tornado grabbing Dorothy and her house and whisking her to a strange new land. What should Dorothy do? Ravi began with a recap of failed predictions he had witnessed in his career: the prediction in the 1970s the world would be out of oil by 2010, that microwaves would radically change the kitchen, that...moreless+ CommentGroup Details9 months ago
- Jeffrey added a blogTo Price or Not to Price, That Is the Question: Predicting the Effect of Price Increases - A Non-Technical ExplanationEliot Roth, Senior Manager of Pet Custom Research for Del Monte, began saying, "From the beginning of time, man has been consumed with one great... question: How much do I charge?" Businesses have succeed or failed on this. Like the Chinese curse, we live in interesting times. Del Monte has seen hyperinflation in commodities and then deflation, causing a rethinking of pricing research. The new world challenge is "out of bounds" pricing. The hyperinflation of commodities has pushed us outside...moreless+ CommentGroup Details9 months ago
- Jeffrey added a blogMarket Research, Blogs, Social Networks and Community: Building or Leveraging Communities to Tap for Market InsightsMike Masnick, CEO of Floor64.com, started the blog TechDirt in 1997, which is now rated #75 on Technorati and #53 on BlogPulse. Mike is also the... author of Approaching Infinity, about the rise of new abundances: abundant access to ideas and people, with people abundantly willing to join communities, abundantly willing to share, in ways that weren't even possible a few years ago. Despite the title of his AMA MRC presentation, Mike said, "Don't say that you are building communities, but that...moreless+ CommentGroup Details9 months ago
- Jeffrey added a blogWhy Your Management Doesn’t Listen to You Like You Think They ShouldJack Wakshlag, Chief Research Officer of TimeWarner/Turner Broadcasting, discussed the disconnect between management and market researchers. He boiled... it down to two primary problems: the elephant in the room and the sacred cow. The Elephant in the Room The elephant in the room for the market research industy is the problem or issue that is obvious but ignored: if you want to know how consumers use anything or why, just ask them. What happens when we ask people to think about and tell us what...moreless+ CommentGroup Details9 months ago
- Jeffrey added a blogBe FascinatingAt the AMA MRC, Sally Hogshead, author of Radical Careering, discussed her new book, Fascinate: Your 7 Triggers to Persuasion and Captivation, due out... next February. Sally began with a recap of the tulip craze. Tulips bloom in the spring for one week, yet people would trade their life savings for a bulb. Economists call this the first economic bubble. In the moment, when people get fascinated, when their perception of value has been driven up, things get out of whack. When people realized...moreless+ CommentGroup Details9 months ago
- Jeffrey added a blogUsing Human and Cultural Insights to Anticipate Consumer DesiresTom Laforge, Global Director of Human & Cultural Insights, with The Coca Cola Company presented at the AMA Marketing Research Conference. Human... insights are universal and unchanging, based on biology, lifestages, psychological motivations and ergonomics. Cultural insights change slowly: lifestyles, values and beliefs, trends, macroforces and worldviews. Coca-Cola has a cultural researcher in almost every country it does business in; for cross-cultural interactions the two researchers of the two...moreless+ CommentGroup Details9 months ago
- Jeffrey added a blogSocial Media as One Medium to Consider in Media PlanningAt the AMA MRC conference, Mike Hess, Carat.com's EVP of Research, Marketing Science & Consumer Insights, shared data from the Never Ending Friending... study and covered social media as a medium and its implications on research. Current Climate: Economic and Media - Economy has dropped from a concern of 65% of Americans in March to 40% in August, though it remains the number-one issue, with health care in second place. Despite the recession, households are not downgrading from cable/satellite...moreless+ CommentGroup Details9 months ago
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