Eyetracking is an established method for the identification of advertising effectiveness. With eyetracking you can register eye movement and visual attention from test persons.
It is used in the market research area e.g. to investigate and analyse advertising campaigns, the usability of web pages or product pages. (more…)
Mystery Shopping [also Cryptic Checks] came originally from the USA. It is a controlling instrument for improvement of customer loyalty. Mystery Shopping is a special approach to test undercover service quality or customer service. These tests are conducted by specially trained people who pose as customers. These interviewers get a special education.
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A summary of “The Mechanics of Needs-Based Segmentation”, by Marketing Leadership Council.
In many markets, adding value to the product might be the most consistent way to differentiate from the competition and therefore, maintain or even gain market share. But as companies focus on solutions selling and the provision of value-added services, they often experience an increase in their average cost-to serve.
It’s a fact! Major companies and growing industries are including online advertising in their marketing budgets. Marketers should assure the most effective use of these expenditures, saving part of the investment to search engine optimisation processes.
Facebook is the latest online social networking craze, mainly attracting older Generation Ys. However in August this year it was reported that Facebook is costing Australians $5 billion a year! An Internet security firm estimated that if one employee spent an hour a day on the website it could cost their company $6000 a year.
