It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
The ubiquity of mobile in our world is undeniable. Yet, why are we holding onto our desktop mentality when research “wants to be freed.” Using a methodological lens, see how factors such as cost, logistics and history are playing into our apprehension about mobile—but, is it legitimate or mere skepticism?
Review the top ten areas of convergence between mobile and market research
Learn how an iterative approach is critical to moving from inertia to impact
See examples of mobile research in motion
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...InsightInnovation
This document discusses how digital technologies are transforming market research. It outlines the shifts from Web 1.0 to 2.0 to the emerging Web 3.0, and Research 1.0 to 2.0. Research 3.0 is envisioned to be more people-centric, on smaller screens, and more real-world. The document presents an "ecosystem" being developed by eCGlobal to enable next-generation market research through consumer data lockers, a consumer data mart, and collaborative models between consumers, brands and researchers. Examples are given of how this approach has helped clients integrate data sources and visualize insights in new ways.
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...InsightInnovation
1) The document discusses new approaches to market research, drug development, and understanding drug interactions. It notes that insights from data can provide courage to make changes.
2) It describes using crowdsourcing methods like online games to help analyze complex protein folding, as well as analyzing physician notes and adverse drug reports to better understand drug interactions.
3) The document advocates adapting traditional hypothesis-driven research methods to incorporate more data exploration, listening to customers, and gaining insights from large user networks to inform decisions.
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...InsightInnovation
O documento discute o uso de uma plataforma online para entender melhor os consumidores modernos. A plataforma recrutaria usuários para participar de atividades temáticas e compartilhar suas opiniões e emoções espontâneas em troca de recompensas virtuais. Os insights gerados na plataforma permitiriam às marcas desenvolverem estudos sobre hábitos, atitudes e níveis de engajamento dos consumidores nas mídias sociais.
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...InsightInnovation
The document discusses the importance and challenges of collaboration. It defines collaboration as people or organizations working together towards common goals by sharing knowledge. True collaboration requires defining goals, refining approaches, and taking action together. It provides examples of how the ARF (Advertising Research Foundation) facilitates collaboration across the advertising and marketing industry through events, training programs, and bringing different groups together. The overall message is that organizations need to reinvent themselves through bold collaboration by knowing their strengths, choosing complementary partners, and being willing to learn from both successes and failures.
One of the most hyped topics in the worlds of marketing, technology, and consumer insights is Big Data. Join our panel of experts for a discussion that's going to clear the hype away. Gain a real perspective on the subject and a better understanding of what Big Data can deliver today.
Michael Wolfe, Bottom Line Analytics
David Johnson, Decooda
Greg Pharo, AT&T
David Weinberger, Customer Centric Strategy
Our distinguished panelists offer clear views on:
The business drivers and ROI of Big Data investment
Actual use cases, success stories, and who’s doing it today
The role of analytics in turning big data into insights
[Webinar] The Internet of Things and the Coming Data DelugeInsightInnovation
"The Internet of Things" was one of the hottest topics in 2014, and is set to grow even faster this year, as we move to a world where the internet isn't just about connecting computers, but is now connecting all of the everyday devices that we use.
The world has changed, but marketing is still applying the principles I learned in business school. This needs to change and this presentation is an "open source" call to help achieve this change.
I have given it on April 23, 2009 in Helsinki at the F Word event. It is an unfinished piece of work in which we don't have all the answers either. So I invite you to join us at www.futurelab.net to help make it better.
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
The ubiquity of mobile in our world is undeniable. Yet, why are we holding onto our desktop mentality when research “wants to be freed.” Using a methodological lens, see how factors such as cost, logistics and history are playing into our apprehension about mobile—but, is it legitimate or mere skepticism?
Review the top ten areas of convergence between mobile and market research
Learn how an iterative approach is critical to moving from inertia to impact
See examples of mobile research in motion
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...InsightInnovation
This document discusses how digital technologies are transforming market research. It outlines the shifts from Web 1.0 to 2.0 to the emerging Web 3.0, and Research 1.0 to 2.0. Research 3.0 is envisioned to be more people-centric, on smaller screens, and more real-world. The document presents an "ecosystem" being developed by eCGlobal to enable next-generation market research through consumer data lockers, a consumer data mart, and collaborative models between consumers, brands and researchers. Examples are given of how this approach has helped clients integrate data sources and visualize insights in new ways.
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...InsightInnovation
1) The document discusses new approaches to market research, drug development, and understanding drug interactions. It notes that insights from data can provide courage to make changes.
2) It describes using crowdsourcing methods like online games to help analyze complex protein folding, as well as analyzing physician notes and adverse drug reports to better understand drug interactions.
3) The document advocates adapting traditional hypothesis-driven research methods to incorporate more data exploration, listening to customers, and gaining insights from large user networks to inform decisions.
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...InsightInnovation
O documento discute o uso de uma plataforma online para entender melhor os consumidores modernos. A plataforma recrutaria usuários para participar de atividades temáticas e compartilhar suas opiniões e emoções espontâneas em troca de recompensas virtuais. Os insights gerados na plataforma permitiriam às marcas desenvolverem estudos sobre hábitos, atitudes e níveis de engajamento dos consumidores nas mídias sociais.
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...InsightInnovation
The document discusses the importance and challenges of collaboration. It defines collaboration as people or organizations working together towards common goals by sharing knowledge. True collaboration requires defining goals, refining approaches, and taking action together. It provides examples of how the ARF (Advertising Research Foundation) facilitates collaboration across the advertising and marketing industry through events, training programs, and bringing different groups together. The overall message is that organizations need to reinvent themselves through bold collaboration by knowing their strengths, choosing complementary partners, and being willing to learn from both successes and failures.
One of the most hyped topics in the worlds of marketing, technology, and consumer insights is Big Data. Join our panel of experts for a discussion that's going to clear the hype away. Gain a real perspective on the subject and a better understanding of what Big Data can deliver today.
Michael Wolfe, Bottom Line Analytics
David Johnson, Decooda
Greg Pharo, AT&T
David Weinberger, Customer Centric Strategy
Our distinguished panelists offer clear views on:
The business drivers and ROI of Big Data investment
Actual use cases, success stories, and who’s doing it today
The role of analytics in turning big data into insights
[Webinar] The Internet of Things and the Coming Data DelugeInsightInnovation
"The Internet of Things" was one of the hottest topics in 2014, and is set to grow even faster this year, as we move to a world where the internet isn't just about connecting computers, but is now connecting all of the everyday devices that we use.
The world has changed, but marketing is still applying the principles I learned in business school. This needs to change and this presentation is an "open source" call to help achieve this change.
I have given it on April 23, 2009 in Helsinki at the F Word event. It is an unfinished piece of work in which we don't have all the answers either. So I invite you to join us at www.futurelab.net to help make it better.
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...InsightInnovation
This document discusses big data and the landscape of big data. It outlines 5 key principles for working with big data: start with the specific problem or question to address; bring all relevant data together in one place; be prepared for surprising insights from the data that require changing questions; the faster data can be analyzed the more predictive value it provides; and understand why the available data exists. It then provides examples of how a company called RealityMine applies these principles through consumer behavioral analytics to help clients address problems like increasing sales and identifying new opportunities.
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...InsightInnovation
Learn the secret to using big data and gamification to motivate, engage, and engender true loyalty among your customers, employees, and partners.
As our lives move online and nearly everything we do is being mediated by technology, all of our activity is generating reams of data – we are all “walking data generators.” Loyalty 3.0 reveals how to combine this “big data” with the latest understanding of human motivation to power gamification – the data-driven motivational techniques used by game designers to stimulate engagement, participation, and activity. With this potent combination, businesses now have a powerful engine for creating true loyalty among their customers and for generating a sustainable competitive advantage in their markets.
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
Brian O’Connor is Mintel Ireland’s Senior Consumer Analyst and Research Production Manager. Holding a BSc Hons degree in Marketing with a Diploma in Industrial Studies, Brian has worked for Mintel Ireland since 2007 and has strong experience in all major consumer markets.
Mintel is the world’s leading market intelligence agency, with offices in London, Chicago, Shanghai, Belfast, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Singapore, Sydney, Tokyo and Toronto.
Brian is tasked with overseeing the publication of Mintel Ireland’s report range, while also an active report writer. During his time at Mintel
Ireland, Brian has worked on a wide variety of reports across Leisure & Tourism, FMCG, Retail, Finance and Industrial sectors. However, Brian’s primary areas of expertise are in the Irish hospitality industry and tourism markets.
Brian’s presentation during Enterprise Week will be of enormous benefit to any business in Donegal interested in the area of market research.
This document discusses market segmentation in pharmacy. It defines market segmentation, targeting, and positioning. The purpose of segmentation is to divide populations into smaller, more attractive subgroups that can be served more effectively. Common ways to segment pharmacy markets include demographically, geographically, psychographically, based on behaviors, and based on customer benefits sought. Empirical and hypothesis-driven approaches to segmentation are described. The document provides advice on using segmentation in practice, including identifying key segments, researching segments, developing segment-specific plans, and reassessing efforts over time.
Ersnt & Young Pharma 3.0 Business Model Zaki Sellam
Pharma companies are transforming their business models from Pharma 1.0 focused on blockbuster drugs, to Pharma 2.0 with diversified drug portfolios, and now to Pharma 3.0 centered around delivering healthy outcomes. This transformation is being driven by factors like healthcare reform, consumerism, and the need to prove value. Pharma 3.0 requires non-traditional collaborations across different industries in the healthy outcomes ecosystem, including providers, IT companies, social media platforms, and more, to achieve the goal of improving patient health.
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis: A Concise Overview of Statistical Techniques
- Descriptive Statistics: Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics: Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...InsightInnovation
This document discusses big data and the landscape of big data. It outlines 5 key principles for working with big data: start with the specific problem or question to address; bring all relevant data together in one place; be prepared for surprising insights from the data that require changing questions; the faster data can be analyzed the more predictive value it provides; and understand why the available data exists. It then provides examples of how a company called RealityMine applies these principles through consumer behavioral analytics to help clients address problems like increasing sales and identifying new opportunities.
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...InsightInnovation
Learn the secret to using big data and gamification to motivate, engage, and engender true loyalty among your customers, employees, and partners.
As our lives move online and nearly everything we do is being mediated by technology, all of our activity is generating reams of data – we are all “walking data generators.” Loyalty 3.0 reveals how to combine this “big data” with the latest understanding of human motivation to power gamification – the data-driven motivational techniques used by game designers to stimulate engagement, participation, and activity. With this potent combination, businesses now have a powerful engine for creating true loyalty among their customers and for generating a sustainable competitive advantage in their markets.
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
Brian O’Connor is Mintel Ireland’s Senior Consumer Analyst and Research Production Manager. Holding a BSc Hons degree in Marketing with a Diploma in Industrial Studies, Brian has worked for Mintel Ireland since 2007 and has strong experience in all major consumer markets.
Mintel is the world’s leading market intelligence agency, with offices in London, Chicago, Shanghai, Belfast, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Singapore, Sydney, Tokyo and Toronto.
Brian is tasked with overseeing the publication of Mintel Ireland’s report range, while also an active report writer. During his time at Mintel
Ireland, Brian has worked on a wide variety of reports across Leisure & Tourism, FMCG, Retail, Finance and Industrial sectors. However, Brian’s primary areas of expertise are in the Irish hospitality industry and tourism markets.
Brian’s presentation during Enterprise Week will be of enormous benefit to any business in Donegal interested in the area of market research.
This document discusses market segmentation in pharmacy. It defines market segmentation, targeting, and positioning. The purpose of segmentation is to divide populations into smaller, more attractive subgroups that can be served more effectively. Common ways to segment pharmacy markets include demographically, geographically, psychographically, based on behaviors, and based on customer benefits sought. Empirical and hypothesis-driven approaches to segmentation are described. The document provides advice on using segmentation in practice, including identifying key segments, researching segments, developing segment-specific plans, and reassessing efforts over time.
Ersnt & Young Pharma 3.0 Business Model Zaki Sellam
Pharma companies are transforming their business models from Pharma 1.0 focused on blockbuster drugs, to Pharma 2.0 with diversified drug portfolios, and now to Pharma 3.0 centered around delivering healthy outcomes. This transformation is being driven by factors like healthcare reform, consumerism, and the need to prove value. Pharma 3.0 requires non-traditional collaborations across different industries in the healthy outcomes ecosystem, including providers, IT companies, social media platforms, and more, to achieve the goal of improving patient health.
Market Research - Course Slides
CONTENTS
1. Introduction
-Marketing Research
-Types of Market Research
-Research Methods
2.Qualitative Research Methods
- Focus Groups
- Depth Interview
- Projective Techniques
- Comparison of Qualitative Techniques
3. Observation Methods
4. Survey: Measurement and Scaling
- Intorduction
- Comparative Scales
- Non-comparative Scales
- Multi-item Scales
- Reliability and Validity
5.Questionnaire
- Asking Questions
- Overcoming Inability to Answer
- Overcoming Unwillingness to Answer
- Increasing Willingness of Respondents
- Determining the Order of Questions
- What’s Next?
6.Sampling
- Non-probability Sampling
- Probability Sampling
- Choosing Non-Probability vs. Probability Sampling
- Sample Size
7. Data Analysis: A Concise Overview of Statistical Techniques
- Descriptive Statistics: Some Popular Displays of Data
- Organizing Qualitative Data
- Organizing Quantitative Data
- Summarizing Data Numerically
- Cross-Tabulations
- Inferential Statistics: Can the results be generalized to population?
- Hypothesis Testing
- Strength of a Relationship in Cross-Tabulation
- Describing the Relationship Between Two (Ratio Scaled) Variables
8. Advanced Techniques of Market Analysis: A Brief Overview of Some Useful Concepts
- Conjoint Analysis
- Market Simulations
- Market Segmentation
- Perceptual Positioning Maps
9. Reporting Results
18. 何谓产品经理
PM is the expert in his products and the competitors.
产品经理是自己产品及竞争产品的专家。
PM should be able to create an action plan on how to achieve
the agreed objectives.
产品经理应该能够创造一个行动计划去取得已设定的目标
。
PM will implement the plan and follow up on the results.
产品经理应实施这个计划并追踪结果。
Belite 百略 TM
19. Expert 意味着什么
i Must know the product very well e.g. What is it, how
is it different from the others, what can it do, what do
my customers think about the product, what are the
strong points versus the competitive offerings, what
are the strong points for the patients? Etc…
必须非常了解产品,比如,它是什么?它与其他产
品有什么不同?它能作什么用?我们的顾客怎样看
待这个产品?与竞争者相比最强点是什么?对病人
最强点是什么?等等…
Belite 百略 TM
20. Expert 意味着什么
i Must know the market very well e.g. what is the size,
trends, value, number of patients, segments, target
customers, disease severity, types of physicians,
who are competitors and what are their strengths
and weak-ness, which needs are not met, size of
competitors’ field force, past and current marketing
strategies? Etc…
必须非常了解市场,如,市场大小,趋势,价值,病人
数量,市场划分,目标消费者,疾病严重性,医生种类
,竞争者是谁,其优势劣势是什么?什么样的需求不能
被满足,竞争者销售队伍大小,过去和现在的竞争策略
?等等…
Belite 百略 TM
58. 美国 Fosamax® 在骨质疏松症治疗的接纳
过程中的每一步骤所发生的情况
品牌选择 FOSAMAX
定 B is p h o s p h o n ate Actonel
样本
配药
按医嘱配药
药房在药房被掉换
不按药房配药
患者长期坚持
坚持用药
患者短期后即停止疗法
患者不遵医嘱或因副作用而改变疗法
Belite 百略 TM
59. Buying process ( example )
起因
例行绝经后检查 身高降低 / 驼背 疼痛 骨折
评估 B MD 化验 症状 X- 光
诊断 骨质疏松 骨质疏松
无危险 有危险
(有症状) (无症状)
Belite 百略 TM
91. 如何给产品定位
评分 +2 +1 0 -1 -2
消费需求 很好 满意 一般 不满意 非常不满意
有效性 A B
C
镇静性 A B C
作用速度 A C
B
推荐剂量 A B C
溶出度 B C
A
安全性 B C A
接受程度 C A B
价格 C B A
A :克敏能 B :比斯妥 C :敏迪
Belite 百略 TM