Market Research Best Practice - 30 visions for the future

“Market Research Best Practice - 30 visions for the future” is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world’s leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice.

In the pursuit to define and illustrate ‘new’ market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. “Market Research Best Practice - 30 visions for the future” draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business.

More than 50 authors have contributed their work to this collection – all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners.

PART ONE
FACILITATING DECISION-MAKING


• Creating Maximum Value for the Client: Developing a New Strategic Role for Market Researchers
  D.V.L. Smith
• The Heart Transplant: Making a Difference to Organizations by Putting the Consumers at the Heart of your Business
  Kristin Hickey, Derek Leddie and David Jenkinson
• The Holistic Approach: Emphasizing the Importance of the Whole and the Interdependence of its Parts
  Christine Blache and Karen Hofman
• Integrating Decision-Making and Marketing Intelligence: The Roadmap to the Boardroom
  Selim Oktar and Emre Erdogan
• Market Research: A New Generation on the Go<
  Corinne Rosinski
• The Operation was Successful but the Patient Died: Why Research on Innovation is Successful yet Innovations Fail
  Omar Mahmoud
• When Good Researchers go Bad: Cautionary Tales from the Front Lines
  Stephen Needel

PART TWO
KNOWLEDGE MANAGEMENT


• Striking Gold in the Qualitative Mine: A New Approach to Build Vision and Generate Insight to Impact Business
  Jem Wallis and Vanessa Briese
• Improving Honeywell’s Market Research: Combining Online Surveys, Traditional Interviewing Techniques and Web-based Reporting
  Karl G. Feld and William K. Stone
• Creating Competitive Intellectual Capital: The Henkel Case
  Hans-Willi Schroiff
• Getting Research Noticed at the Corporate Top Table
  Ioannis (John) Dimopoulos, Jonathan Rabson and Daryl Maloney McCall
• How to Ensure One Worldwide Heineken Brand Dashboard
  Sjoerd Koornstra and Gert Jan de Nooij

PART THREE
NEW METHODOLOGIES


• Possibilities for Ethnographic Research: How to Raise the Validity of Findings and to Facilitate a Better and Deeper Understanding of your Products and Customers
  Ji-Seun You and Edeltraud Kaltenbach
• Video Ergo Agnosco: From Observation to Insight
  Nic Hall
• Build Strong Brands and Develop Communications: An Argument for Using Consumer Need States over Values
  Michael O’Donohue and Tamsin Addison
• Cross Media Measurement: The New Medium Necessitates a New Approach to Marketing Mix Measurement
  Rex Briggs

PART FOUR
MODELLING


• A New Generation of Brand Controlling: Evaluating the Effectiveness and Efficiency of the Complete Marketing Mix
  Siegfried Högl and Oliver Hupp
• The Impact of Consumers’ Commitment to Existing Brands on New Product Launch Strategies
  Jan Hofmeyr and John Rice
• Predicting the Unpredictable: Agent-based Models for Marketing Research
  David G. Bakken and Roger A. Parker

PART FIVE
FACILITATING DIVERSITY


• Managing Global Brands to Meet Consumer Expectations
  Malcolm Baker, Greet Sterenberg and Earl Taylor
• Audience Measurement in the ‘Dual Economies’ of Poor Countries: A Case Study from Pakistan
  Ijaz Shafi Gilani and Mansoor Khan
• Jambo Africa: A Discussion on the Challenges and Diversity of Third World Research
  Jill Barnes and Solveig Shapiro

PART SIX
BEST PRACTICE CASE STUDIES


• Retail Innovation Learnings from a Segmented Shop Formula: Sunka
  Lluis Martinez-Ribes and Xavier Roure
• How to Make Good Dough: Revitalising your Product Portfolio by Understanding Consumer Needs
  Pia de Wit and Sinéad Twomey
• Hide ‘n’ Seek: Driving Disruption in Skincare
  Lyn McGregor and James Potocki
• Jack in the Tiffin Box: Unconventional Paths to New Product Idea Development
  Sangeeta Gupta, Subhransu Rout and Farheen Romani
• Becoming Cultural Architects: How to Drive the Influence of Research on Company Culture
  Paul Buckley and Hilary Perkins
• Show Me Your Home and I Will Tell You Who You Are, or Building Homes Based on Consumers’ Values and Lifestyles
  Lena Gilchrist, Britt-Marie Eriksson and Olof Eriksson
• Market Research, Accountability, Outcome-focus and Service Standards in the Australian Government Public Sector: How Market Research has Significantly Improved the Reformation of the Australian Government Public Sector
  Peter Bycroft, Catherine Argall and Natalie Wearne
• Research for Innovation: Fitting the Design Process at Philips Design
  Monica Bueno and Lucile Rameckers