Archive for June, 2007
The customer is NOT always right
Posted by Rikki-Lee Schmitt on June 18th, 2007 at 5:32pm
The customer is always right - or are they? An intersting article on BrandChannel.com defines despeartion and eagerness to please customers at all costs, as detrimental to a brand’s equity. This applies mainly to B2B marketing strategies. Karl Treacher compares B2B relationships with romantic relationships - whoever has the upperhand dominates.
Continue reading…
Posted in Imagination, Insight
Morphological Market Research
Posted by Simone Militzer on June 7th, 2007 at 11:01am
Do you know Okapi? An Okapi is an animal who lives in Kongo, Africa. It looks on the one side like a giraffe and on the other side like a zebra. You can look at the Okapi from different standpoints.
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One research technique which considers different standpoints is Morphological Market Research. It is a qualitative-psychological approach, which was established in Cologne, Germany about 20 years ago.
Posted in Uncategorized
Who will win the trend war?
Posted by Jason Dunstone on June 2nd, 2007 at 4:37pm
Self proclaimed futurists and a plethora of trend watching services may be the darlings of the mainstream media, but is ‘trendwatching’ a threat or an opportunity for the $27.6 billion (US$23b) a year global market and social research industry?
In recent years an army of young, hip and largely web-based groups lay claim to being on the pulse of global consumer trends. Continue reading…
Posted in Uncategorized