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Products & Services Market Research, Analytics and Forecasting Process Excellence and Productivity Management

Consumer Marketing Research Innovation: Assessing New Approaches to Concept Testing, Brand Research, Positioning, DTC, Target Product Profile and Tactic Testing

ID: 5260


Features:

12 Info Graphics

14 Data Graphics

80+ Metrics

6 Narratives


Pages/Slides: 38


Published: Pre-2014


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
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Non-members: Click here to review a complimentary excerpt from "Consumer Marketing Research Innovation: Assessing New Approaches to Concept Testing, Brand Research, Positioning, DTC, Target Product Profile and Tactic Testing."


STUDY OVERVIEW

New technologies are transforming how consumers make critical purchasing decisions. At the same time, consumer marketing research and analysis techniques are evolving across industry sectors to better identify winning tools and techniques for understanding consumers' decisions.
This cross industry study addresses topical issues that include winning over internal stakeholders to new marketing research approaches, and the presence of innovation across six market research tools: Concept Testing, Brand Research, Positioning, Direct-to-Consumer, Target Product Profile Testing and Tactic Testing

KEY TOPICS

  • Innovation in Marketing Research Approaches
  • Innovation in Marketing Research Tools - Using Innovation to Update the Use of Analysis Tools for Key Market Research Activities

SAMPLE KEY METRICS
  • Cite some innovative marketing research practices across methodologies, data collection, analysis, and reporting
  • Rate innovativeness across four market research dimensions for Concept Testing Research and provide examples of innovation across these dimensions.
  • Rate innovativeness across four market research dimensions for Brand Awareness and provide examples of innovation across these dimensions.
  • Rate innovativeness across four market research dimensions for Positioning and provide examples of innovation across these dimensions.
  • Rate innovativeness across four market research dimensions for Direct-to-Consumer research and provide examples of innovation across these dimensions.
  • Rate innovativeness across four market research dimensions for Target Product Profile and provide examples of innovation across these dimensions.
  • Rate innovativeness across four market research dimensions for Tactic Testing and provide examples of innovation across these dimensions.
SAMPLE KEY FINDINGS
    Concept Testing
    •Utilizing more group concept testing to force participants to defend their preferred concepts to get more insight into their decision-making.
    •Using interactive dials during in-person portion of study

    Brand Research
    •Incorporating quant and qual to ascertain the concepts that resonate best with customers
    •Using social media tools to “bake in” brand research insights into deliverables

STUDY METHODOLOGY


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.

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

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