Jahrzehntelang galt die Gruppendiskussion im Rahmen qualitativer Markt- und Konsumforschung als die führende Forschungsmethode. Im starkem Maße prägt sie bis heute das Selbst- und Fremdbild qualitativer Marktforschender.
As we have stated before, in any given category, many of the top products or services are quite similar in performance, or are certainly good enough. For this reason, it is very hard to differentiate based solely on product performance.
Längst hat die Digitalisierung die Lebenswelten der Konsumenten erreicht und deren Medienverhalten nachhaltig verändert. Auch Werbekampagnen sind von diesen Veränderungen betroffen. Welche Herausforderungen sich daraus für die Werbewirkungsforschung ergeben und wie der gesamte Customer Journey-Prozess abgebildet werden kann, zeigen Frank Vogel und Catherin Anne Hiller.
The World Health Organisation estimates that the incidence of cancer could increase by 50% to 15 million cases by the year 2020. To put that into context, that is nearly the entire population of the Netherlands. Each and every one of us will likely be impacted by cancer in some way during our lifetime. Whether we experience the disease personally or know someone who has, cancer is a disease that we are all vaguely familiar with. Cancer was first discovered over 3,000 years ago and yet in some ways, it is as much a mystery today as it was then. While we have learned more about the causes and effective treatments, those who work in the oncology market are constantly faced with the challenges of this everchanging disease.
Die Weiterverbreitung von Werbung kann eine Marke unterstützen. Unternehmen sollten deshalb das Potenzial von »Word-of-Mouth« beziehungsweise »Word-of-Mouse« nutzen. Denn nichts ist glaubwürdiger, als die Empfehlung von Freunden.
While consumer perceptions toward store brands have slipped on many dimensions over the last two years, store brands may be starting to improve on several product benefits typically associated with national brands, namely: quality, innovativeness, uniqueness and packaging. This is the latest finding from a study conducted by Ipsos Marketing.
As for national fieldwork, for international fieldwork applies the well-known wisdom that inaccuracies in questionnaires, first and foremost within the
screening process and in conducting the interview are only corrigible with a considerable amount of effort, if they are correctable at all. Within the context of international market research projects there are additional rules to adhere, beyond the familiar strategies of questionnaire conception.
Dove knew it. Danone knew it. Mr. Clean and 3M knew it too. These brands knew they needed to go beyond finding new ways to meet consumers’ existing needs. In order to achieve long-term growth they needed to uncover something different: new needs to address.
