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Consumer Marketing Research Innovation: Assessing New Tools, Technologies and Approaches to Understand and Communicate with Consumers

ID: PSM-296


50 Info Graphics

42 Data Graphics

500+ Metrics

24 Narratives

20 Best Practices

Pages: 145

Published: Pre-2019

Delivery Format: Shipped


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New technologies are transforming how consumers educate themselves and make critical purchasing decisions. Companies want to ensure that their Consumer Marketing Research capabilities are keeping pace with the marketplace where rapid advances in technology, research & analytics have advanced the overall Market Research field. Correspondingly, across industry sectors the consumer marketing research play book and analysis approaches are evolving to better identify winning tools and techniques for understanding consumers' decisions.

Because of this, many leaders of Consumer Marketing Research across multiple industries believe that identifying innovations can be useful to conducting deeper, faster and more efficient market research.

Best Practices, LLC conducted this cross-industry benchmarking study to identify current and evolving approaches for qualitative and quantitative consumer marketing research techniques and tools. This research examines the changing landscape for qualitative and quantitative research. It also reviews which quantitative research approaches market research leaders are currently utilizing most and why.

This study includes data on three segments: pharmaceutical companies, non-pharmaceutical companies and the Total Benchmark Class.

Industries Profiled:
Pharmaceutical; Health Care; Market Research; Marketing; Service; Transportation; Insurance; Advertising; Biotech; Biopharmaceutical; Clinical Research; Laboratories; Utilities; Consulting; Manufacturing; Financial Services; Telecommunications; Education; Real Estate; Electronics; Computer Hardware; Computer Software; Communications; Medical Device; Professional Services; Consumer Products

Companies Profiled:
Grifols; HIT Global; Sample Answers; Lifestyle Marketing; Veeda Clinical Research; Metropolitan; Midwest Employers Casualty Company; Catalpha; Sanofi; SMUD; ic axon; SCL Systems Consulting; Coleman; The SoNo Group; DDI; IBS; Merck Serono; uatae; National Housing Trust; MTS; Daiichi Sankyo; Sekisanchi ; Landmark Group; Emirates Post; Ferring Pharmaceuticals; 20/20 Research; CDW; Quadra; GE Healthcare; vetoquinol; synergesic; Independence Blue Cross; ARIAD; gemalto; Teva Neuroscience; Klick Health; EMD Serono; EPR; Merck; Bright Horizons; Teva Pharmaceutical Industries Ltd; R2Business Solutions; Janssen; brunner; Novo Nordisk; Zillner; Johnson & Johnson; HFS Research; Biogen Idec; Medtronic; UCB Pharma; American Dental Association; Maxcom; China HR Insight; Convergys; Unilever; MidAmerican Energy Company; Emirates Group

Study Snapshot

Fifty-nine benchmark survey respondents from 58 companies participated in this study. In addition, research analysts conducted executive interviews with eight selected respondents to collect qualitative data and insights.

Key Findings

  • Online Qualitative Research Offers Advantages over Traditional Qualitative Studies: Online qualitative research is a valuable and effective alternative to traditional tools like focus groups.
  • The online format removes the geographical boundaries that can make the creation of a representative sample so challenging in focus groups.
  • Online qual makes it easier to do asynchronous studies
  • It gives participants more of a feeling of anonymity and thus makes them more likely to talk about how they really feel.
Table of Contents

I.Executive Summary  pp. 4-21
  • Research Overview  pp. 4
  • Universe of Learning  pp. 5
  • Innovation Widely Dispersed but Thinly Seeded    pp. 6-8 
  • Key Findings  pp. 9-21
II.Universe of Learning: Key Demographics of Participating Companies   pp. 22-24
III.Innovation in Marketing Research Approaches  pp. 25-30
IV.Innovation in Marketing Research Tools  pp. 31-74
  • Using Innovation to Update the Use of Analysis Tools
    for Key Market Research Activities  
V.Marketing Research Trend Changes – Qualitative Trends  pp. 75-82
VI.Marketing Research Trend Changes – Quantitative Trends  pp. 83-89
VII. Emerging Market Research Tools in Pharma Sector  pp. 90-95
VIII.Emerging Market Research Tools in Non-Pharma Sector  pp. 96-103
X.Communicating with Consumers  pp. 104-108
XI.Trends in Consumer Communication  pp. 109-115
XII.Evaluating Direct-to-Consumer Marketing  pp. 116-118
XIII. Lessons Learned and Pitfalls to Avoid   pp. 119-123
XIV.  Secondary Research on Future Trends in Market Research  pp. 125-128
XV. Appendix  pp. 124-144
XVI.  About Best Practices, LLC  pp. 145

    List of Charts & Exhibits

    • What is overall trend in qualitative research - more, less, same (Total Benchmark Class)
    • Why doing more qualitative marketing research (Total Benchmark Class)
    • Why doing less qualitative marketing research (Total Benchmark Class)
    • What is overall trend in quantitative research - more, less, same (Total Benchmark Class)
    • Why doing more quantitative research (Total Benchmark Class)
    • Why doing less quantitative research (Total Benchmark Class)
    • Utilization level of 10 quantitative research tools for last 2-3 years (Pharma)
    • Utilization level of 10 quantitative research tools for last 2-3 years (Nonpharma)
    • Utilization level of quantitative research tools for last 2-3 years (Total Benchmark Class)
    • Reasons for changes of quantitative tools usage in pharma
    • Reasons for changes of quantitative tools usage in non-pharma
    • Reasons for changes of quantitative tools usage in total benchmark class
    • Are you using innovative combinations of existing market research tools or techniques (pharma)
    • Are you using innovative combinations of existing market research tools or techniques (non-pharma