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OCT
12
Ad Age White Paper 2010 America Uncovers the Marketing Implications
Advertising Age,
October 12, 2009 —
The 2010 Census is expected to find that 309 million people live in the United States. But one person will be missing: the average American.
"The concept of an 'average American' is gone, probably forever," demographics expert Peter Francese writes in 2010 America, a new Ad Age white paper. "The average American has been replaced by a complex, multidimensional society that defies simplistic labeling."
SEP
21
To Win Customers, Create a Shopper-Insight Team and Turn That Research Into Strategy
Advertising Age,
September 21, 2009 —
It doesn't matter much which marketing publication you pick up or which industry trend piece comes across your desk, it is simply impossible to miss the constant attention being paid to shopper marketing these days.
No one should be surprised. With 72% of shoppers deciding what to buy in-store, the marketing world is acutely aware of the importance of the "last mile" and the ultimate moment of truth.
AUG
19
If you get excited about Chef Boyardee or Healthy Choice, it's because ConAgra Foods has gotten inside your head.
Forbes,
August 19, 2009 —
Not long ago ConAgra Foods assembled a group of 20 marketers and outside agency folks to figure out why sales of Orville Redenbacher's popcorn had gone stale. They spent nine months studying popcorn eaters, observing families in their homes and instructing them to keep weekly diaries of how they felt about various snacks. "That's when we uncovered the insight," recalls Stan E. Jacot, a ConAgra vice president. It seems that the essence of popcorn is that it is a "facilitator of interaction."
JUL
1
You did the interviews, got the photos, and compiled the reams of data. Now what? A Steelcase experience could guide your next innovation project
BusinessWeek,
July 1, 2009 —
Throughout the winter of 2006, the long, white walls of the room assigned to Steelcase's (SCS) health-care research team looked like a scrapbook.
The four-member group based in the Grand Rapids (Mich.) headquarters of the office furniture giant was studying the experience of cancer patients, and had spent months interviewing and photographing doctors and patients in oncology units at nine hospitals across the country. Hundreds of the thousands of pictures they'd taken lined the walls, along with almost as many Post-It notes. There were collages, created by cancer patients to express treatment as it is, and as it should be, and interview transcripts and traditional market research in stacks on the conference room table.
Standing before all of this... continue reading
JUN
24
To build consumer loyalty, Office Max launched a study of what women look for when they buy office supplies
BusinessWeek,
June 24, 2009 —
"Life is beautiful. Work can be, too." So ends a fantastical commercial for the office supplies company, OfficeMax (OMX), which aired in cinemas earlier this year.
More than just a new marketing campaign, the ad reflects a new direction for a company that had previously based its competitive strategy on price and location
JUN
22
Hub,
June 22, 2009 —
The Tropicana “orange and straw” debacle is well on its way to becoming a classic example of redesign gone wrong. The lesson is simple but profound: Good designers always remember that they are designing for real people, not for their firms, themselves, or even their clients. This means that design and consumer research are inextricably linked.
APR
14
The Walt Disney Company is relying on the insights of Kelly Peña, or “the kid whisperer,” to help reassert itself as a cultural force among boys.
New York Times,
April 14, 2009 —
Kelly Peña, or “the kid whisperer,” as some Hollywood producers call her, was digging through a 12-year-old boy’s dresser drawer here on a recent afternoon. Her undercover mission: to unearth what makes him tick and use the findings to help the Walt Disney Company reassert itself as a cultural force among boys.
FEB
17
New Tools Help Cosmetics Makers Learn How Skin Behaves at Molecular Level, Use Findings to Improve Products
Wall Street Journal,
February 17, 2009 —
As scientists worked toward sequencing the human genome, many researchers embraced an exciting new tool that might offer insight into diseases. At Procter & Gamble Co., researchers saw an additional benefit: new ways to develop dandruff shampoo, skin cream and toothpaste.
Ten years ago, P&G began using genomic tools in a laboratory near its Cincinnati headquarters to learn how skin reacts at the molecular level to factors such as product ingredients or environmental changes, and to use that knowledge to improve its consumer staples and health-care products.
OCT
2008
NeuroFocus specializes in measuring individuals’ brain response—by literally placing sensors on their heads—as well as other factors like pupil dilation and skin response
Mediaweek,
October 23, 2008 —
Google is so confident that its InVideo Ads product—those semi-transparent/animated overlay ads it launched on YouTube last year—are game changers that the company is turning to brain wave researchers to prove their effectiveness.
The search giant--in conjunction with MediaVest--has partnered with NeuroFocus, a researcher that specializes in biometrics, to gauge both how users respond to InVideo ads and how well those ads complement traditional banner ads. NeuroFocus specializes in measuring individuals’ brain response—by literally placing sensors on their heads—as well as other factors like pupil dilation and skin response.
OCT
2008
Mediaweek,
October 23, 2008 —
Seeking new revenue streams, professional-focused social network LinkedIn today is expected to debut a network catering to business-to-business market researchers.
To date, the LinkedIn Research Network has already partnered with six market research firms--including Phoenix Marketing International and OTX--to conduct targeted B2B primary research among its network of some 30 million professionals worldwide.
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