Study Uncovers Innovative Approaches to Understanding and Communicating with Consumers
CHAPEL HILL, N.C., June 5, 2015 /PRNewswire/ -- New technologies have transformed the way consumers get information and the way organizations gather and analyze consumer behavior.
In this sea change in communication capabilities, it's essential for organizations to utilize innovative tools to not only engage with consumers but also to understand their decision-making.
For instance, a primary research study by Best Practices, LLC found that gamification is a conundrum across industry sectors. Some praise it for engaging consumers and serving as an effective marketing vehicle while other lament its cost and effectiveness in marketing research. In this study, a large percentage of both the pharma segment and the nonpharma segment reported not using gamification.
This is one of the many insights that surfaced in Consumer Marketing Research Innovation: Assessing New Tools, Technologies, and Approaches to Understand and Communicate with Consumers. The study addresses many critical consumer marketing issues, including new media for interacting with consumers, new qualitative techniques for insight mining and new quantitative techniques for research data analysis.
The cross industry report probes current and evolving approaches for consumer marketing research and marketing communications. It presents data on three segments: pharmaceutical companies, non-pharmaceutical companies and the total benchmark class.
The report includes quantitative and qualitative data around the innovative tools and techniques market research leaders are using for forecasting, positioning, segmentation, brand research, concept testing and patient flow mapping. It also reviews which quantitative and qualitative research approaches market research leaders are currently utilizing most and why.
Key chapters in the study include:
- Innovation in Marketing Research Approaches
- Innovation in Marketing Research Tools
- Using Innovation to Update the Use of Analysis Tools for Key Market Research Activities
- Marketing Research Trend Changes – Qualitative Trends
- Marketing Research Trend Changes – Quantitative Trends
- Emerging Market Research Tools in Pharma Sector
- Emerging Market Research Tools in Non-Pharma Sector
- Communicating with Consumers
- Trends in Consumer Communication
- Evaluating Direct-to-Consumer Marketing
- Lessons Learned and Pitfalls to Avoid
- Secondary Research on Future Trends in Market Research
Best Practices, LLC engaged Market Research leaders at 58 companies through a benchmarking survey instrument. In addition, research analysts conducted executive interviews with eight selected respondents to collect qualitative data and insights. To learn more about this report, download a complimentary report excerpt at http://www.best-in-class.com/rr1355.htm.
For more information on other recent primary research studies, contact us at 919.403.0251 or visit our website at http://www.best-in-class.com/.
ABOUT BEST PRACTICES, LLC
Best Practices, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and 48 of the top 50 global healthcare companies. The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations.