3 B Tim Bock
•Télécharger en tant que PPTX, PDF•
0 j'aime•327 vues
Show me the smart money – increasing the productivity of market research(ers) Achieving significant cost savings, research-led revenue replacement and growth requires wholesale changes to the way companies buy, use and conduct market research. From insight generation to decision-focussed research: better briefing, prioritisation of research, accountability of research functions. From the Outhouse to in-house: self-managed panels, omnibus, automated reporting, hiring “experts” Satisfaction and preferences to customer value: CVA and choice modelling Surveys to integrated data: operational segmentation and calibrated performance metrics.
Recommandé
Contenu connexe
Similaire à 3 B Tim Bock
Similaire à 3 B Tim Bock (20)
Plus de Marketing Week
Plus de Marketing Week (6)
Dernier
Dernier (20)
3 B Tim Bock
- 4. What happens if you cut 20% from a research project’s budget?
- 9. The DB "Royale" double truffle burger $120 (US)
- 14. Briefing a successful study... In writing: List the decisions to be made OR List the behaviours to be changed
- 17. National study
- 20. Same basic idea can be applied to segmentation Measure “needs” in surveys Map these needs onto data Customer records Demographics Purchases Transaction records
- 26. Shameless self-promotion Analysis and chartingwww.q-researchsoftware.comtim.bock@q-researchsoftware.com
- 28. GFC “opportunities” Sacking employees Sacking customers The new mindset Fear Introspection Bunkering Localising
- 30. VEL Valuedisadvantage Valueadvantage Price Utility (Benefit provided to customer) Value maps (CVA) and the Value Equivalence Line (VEL)
- 31. $6.95
- 32. REPORTING AND ANALYISIS Simulator
Notes de l'éditeur
- Tendering: increases client management costs§ Myths· You are paying for fieldwork - it is a game§ Productive strategies· Stop paying for project management and time wasting· Stop paying for clerical worko Automation
- Packaging studies“Proving” success of pre-determined strategy
- More often than not, the trick is to remember that most markets move very, very slowly, and pretend last year’s results are this year’s
- Benefit: can then link to other metrics (e.g., sales)
- Tendering: increases client management costs§ Myths· You are paying for fieldwork - it is a game§ Productive strategies· Stop paying for project management and time wasting· Stop paying for clerical worko Automation
- If you have your own panel: quick and cheap answersIf you identify a number that is borderline, then you can pay to research it more comprehensively