Search
-
數位浪潮下的市場研究
在這個新的時代，任何瑣碎的一舉一動幾乎都可以被轉化在龐大的資料庫中，谷歌透過搜尋引擎建立廣大的資料庫，在網路上我們曾經搜尋過的關鍵字，點擊過的網頁、廣告、影片，都會被詳細的記錄下來，成為資料庫的一部分。
In this new era, almost every trivial trace could be transferred into tremendous database. Google builds database through their own searching engine, recording key words we’ve searched for, and websites, advertisement, videos we’ve ever clicked.
-
四種方法讓敏捷研究成為創新的推手
在當今超高速發展的世界中，“敏捷”(agile)是每個企業，每個行銷人員和每個研究人員都想要的。但究竟什麼是敏捷性呢？它只是意味著快速與靈活嗎？還是，還有更多呢？In today’s fast-moving, shape-shifting world, it seems virtually every business, every marketer, and every researcher wants to be agile. But, what exactly does agility mean? Or, is there more to it?
-
在數位浪潮下，品牌如何重新贏回消費者的心?
近年來電子商務的快速崛起造成對實體通路業者之巨幅衝擊。從經濟部統計處最新公布的經濟情勢顯示，各個國家透過網路購物占零售業營業額之比重逐年升高。因受惠於網路環境佳與高普及之智慧型手機，增加了線上購物的方便性，也使得台灣電商市場的銷售金額越來越高。The rise of e-commerce has caused many physical channel operators to suffer in recent years. According to the latest economic trend released by the Department of Statistics, Ministry of Economic Affairs, share of e-commerce sales in total retail industry has increased year over year worldwide. Taiwanese e-commerce retailers are booming with continued revenue, benefiting from the mature Internet environment, massive smartphone usage, and the convenience of online shopping.
-
消費者中心：從態度到現實
消費者比過去更能影響他們與品牌之間的關係；他們的心聲事關重大，能對品牌的行為產生強大的影響。品牌必須學習更迅速地反應，並跟隨六個簡單而具決定性的準則。
More than ever, customers have a powerful influence on their relationship with brands. Their voice matters and they can have a strong impact on a brand’s behaviour. Brands must learn to be increasingly agile and follow six simple and decisive principles. -
從行為科學角度來看繁忙世界裡的購買決策 章節2/2
我們已經看到了，較高的品牌顯著性會伴隨著較多的正面品牌連結與較少的負面品牌連結，但我們還未檢視品牌連結特定的性質：這些正面與負面的連結是由什麼組合而成？品牌連結較傾向於情感性還是功能性？為了回答這些問題，我們將分享三個市場領導品牌：蘋果、百威淡啤，以及另一個口腔護理領導品牌的研究結果。
We have seen that greater brand salience is accompanied by a greater number of positive associations and fewer negative associations but have yet to examine the specific nature of these associations. What do these positive and negative associations consist of? Are brand associations emotional or more functional? To shed light on the answers to these questions, we share our findings for three market leaders: Apple, Bud Light and the market leader in an oral care category. -
從行為科學角度來看繁忙世界裡的購買決策 章節1/2
雖然我們總希望盡可能地充分思考、審慎做決定，但面對大量的資訊、總是不夠用的時間，加上有限的心智容量，將所有可得到的資訊納入考量並不是件實際、可行的事。取而代之，我們憑藉著片面的資訊做決定，這讓我們能迅速做出選擇，然後繼續下一個工作。
As much as we would like our decisions to be thoughtful and fully considered, the large amount of information, lack of time and our limited mental capacity make it difficult to do so. To consider all the available information would not be practical or possible. Instead, we base our decisions on singular pieces of information.
-
不容忽視的廣告可視性：廣告主必須知道的那些事
網路廣告的存在，本應是要為了消費者與廣告主的共同利益，向消費者放送他們有興趣的廣告，並且更即時、更精準地與目標族群溝通。人們應該只暴露在與他們興趣相符的廣告之下，而且是在他們最願意接收廣告的時刻。而廣告主應該會減少浪費，透過精準地瞄準受眾和個人化的訊息投放超高效率的廣告。
The promise of online advertising was to deliver more relevant, timely and targeted communications for the mutual benefit of consumers and advertisers. People would only be exposed to ads appropriate to their desires and at the moments when they were most receptive, while advertisers would cut waste and deliver hyper-efficient campaigns through laser-guided audience targeting and personalised messages. -
定義「手工」啤酒
面對它風靡市場的情勢，大一點的品牌迅速反應，收購較小的啤酒製造商，然後發行自己的「手工」產品。較小的製造商因此開始質疑，如果大品牌有能力生產「手工」啤酒，那「手工」啤酒到底是什麼？它對整個產業的意義又是什麼？Bigger brands are reacting swiftly, buying up smaller breweries and launching their own ‘craft’ products. But it’s driving smaller producers to question; if large brands have the capability to create ‘craft’ beer, what actually is ‘craft’ beer, and what does this mean for the industry as a whole?
-
當拜倫．夏普的品牌成長理論遇上新產品
拜倫．夏普（Byron Sharp）特別主張影響品牌成功的關鍵是市場滲透成長，而非品牌忠誠。雖然他的建議聚焦在如何讓既有品牌成長，但行銷人應該要想想，他的法則是否能應用在新產品開發上？也就是說，行銷人是否能夠利用夏普的法則發行成功的新產品？Byron Sharp asserts that it is penetration growth and not loyalty that is critical to brand success. While Sharp’s advice focuses on how to grow existing brands, marketers should be asking if his principles apply to new product development as well. In other words, can marketers use Sharp’s principles to help them launch successful innovations?
-
科技如何改變零售業的規則：對話式商務、即時訊息、聊天機器人
即時訊息替零售業者（或品牌）與它們的消費者開啟了新的溝通管道。根據Facebook，在美妝零售業者Sephora開始透過Messenger提供預約服務後，它的店內美容預約成長11%。而Whole Foods是另一個快速跟上Messenger使用潮流的零售業者。去年夏天它發行了食譜聊天機器人，消費者只要在Facebook Messenger輸入食材或料理類型，就能夠得到主廚機器人的建議，讓消費者隨時隨地都能輕易發掘食譜。
Chat is opening up new channels of communication between retailers (or brands) and their customers. According to Facebook, after Sephora, the beauty products retailer, launched its appointment schedule service via Messenger, its in-store makeover bookings increased by 11%. Whole Foods was another retailer quick to pick up on the use of Messenger. In summer last year, it launched a recipe chatbot, where shoppers could get recommendations from a robot chef through Facebook Messenger, by texting ingredients or cuisine type, to inspire shoppers anywhere, anytime and make recipe-discovery easy.