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What happens if you cut 20% from a research project’s budget?
The DB "Royale" double truffle burger  $120 (US)
Briefing a successful study... In writing: List the decisions to be made  OR List the behaviours to be changed
One question: “How likely is it that you would recommend this company to a friend or colleague?”  ,[object Object]
National study
By product/branch/call centre
Track over time,[object Object]
Same basic idea can be applied to segmentation Measure “needs” in surveys Map these needs onto data Customer records Demographics Purchases Transaction records
DIY opportunities
Shameless self-promotion Analysis and chartingwww.q-researchsoftware.comtim.bock@q-researchsoftware.com
GFC “opportunities” Sacking employees Sacking customers The new mindset Fear Introspection Bunkering Localising
VEL Valuedisadvantage Valueadvantage Price Utility (Benefit provided to customer) Value maps (CVA) and the Value Equivalence Line (VEL)

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Tim Bock: Show me the smart money - increasing the productivity of market research(ers).

Editor's Notes

  1. 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
  2. Packaging studies“Proving” success of pre-determined strategy
  3. 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
  4. Benefit: can then link to other metrics (e.g., sales)
  5. 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
  6. 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