The battle between Venus and Mars?
Dirk HuismanAbstract
The consumer health, beauty and well-being market is serviced by a wide variety of industries: the pharmaceutical industry, the food and beverages industry, the care and cosmetic products industry, the consumer durable industry, but also by the insurance companies, the health providers, the government, etc. The suppliers on this market aim at offering products and services that offer health or beauty related benefits, which ultimately lead to feelings of well-being. However the companies originate from different industries, with different legal requirements, different business practices and different drivers of success. Consequently they approach the consumer health, beauty and wellbeing market with completely different armaments and different strategies. Despite the different strategies and difference in armaments market research does play a significant role in each of the industries. Experiences from market research in one industry can help and improve marketing intelligence in the other industries.This interactive session will explore the consumer health, beauty and well-being market:
• Describing the main players, identifying their strategic approach and drivers of success
• Mapping the market research practices in these originating industries, how do they differ
• How to merge the strategic approaches and how to implement the practices from the other industries in a different environment: an opportunity for market research
Dirk Huisman
Dirk Huisman is founder and chairman of SKIM, an international market research firm with offices in Europe (Rotterdam, NL, and Geneva, CH) and the USA (Newark (NJ)). Dirk is a thought leader in advanced market research methodologies. He is a specialist in Conjoint Analysis and related methods, and a recognized advocate of these methods in the market research world.
Dirk is also known for his critical view¬point on the role of market research in business. He has presented at many conferences and published over 30 papers across a wide range of themes including Pricing, New Product development, Entrepreneurship, The Role and Future of Market Research, and, of course, Conjoint Analysis.
For these contri¬butions he received an Esomar award twice. Recently, he published a chapter in the 5th edition of the Esomar’s handbook of Market Research (2007), titled “Research in specific domains: Health Care, Automotives and Telecom”.
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