How do you quantify a market opportunity to be certain that it’s the right way to go? How do you measure the potential for return on a new product in a new market? How do you guide cautious stakeholders to invest wisely in innovation?
Who can answer these questions? Cheskin Added Value’s OpFinder™ can. Read more…
Building on Darrel’s comments from yesterday (You Too Can Be Masterful at Analyzing Data), I’m intrigued by the idea of analytical whitespace. I recently came across Mark Boulton’s piece in A List Apart on Whitespace (via Zen Habits) and was struck by similarities to Darrel’s comments.
Mark Whiting, newly-appointed Director at Added Value France, will be leading a session at the ESOMAR congress, Odyssey 2010, which will be held from September 12th to 15th 2010, in Athens, Greece. The theme of this year’s event is “The Changing Face of Market Research”.
AV-Stratosfera* Semiotics works in cooperation with anthropologists from the renowned Polish Academy of Sciences. The project engages a rotating panel of anthropologists of varied background and fields of specialization; language, art, structure and contemporary studies.
The Panel is an extension of AV-Stratosfera’s semiotic offer and has been uses several times either as a part of larger strategic projects or as a stand-alone analysis of a specific topic. The new method is popular among FMCG clients and especially favoured by the food sector. Long-term, the method may be a good source of information about cultural shifts in Poles’ everyday habits and lifestyle.
Added Value, WPP’s brand development and marketing insight business, has acquired Saffron Hill Research, a full service market research firm based in Singapore and the Philippines. Saffron Hill, now named Added Value Saffron Hill, will benefit from access to Added Value’s worldwide network and brand development and marketing insight capabilities. In turn, Added Value will be strengthened by Saffron Hill’s in-depth understanding of South East Asia as well as their strong client relationships and reputation in this region.
Interview in the w&v-magazine about the tension zone between “Internet and Market research” with Dr. Hildegard Keller-Kern, Managing Director Icon Added Value Germany. Published in April 2009
How far can the market research stretch into digital media? Where are the legal and ethical boundaries? – Point of view: Dr. Oliver Nickel, Icon Added Value Germany
The qualitative method mix – how to get optimal customer results through a systematic combination of methodological approaches
Published in: Planung&Analyse edition 3/2008
Author: Oliver Schauss
Group discussions always were and still are the successful classic in the toolbox of qualitative market researchers. The boom of recent years manifests not only in the increased number of studies. Also quantity and quality of the studios in German major cities have significantly increased: the latest generation of client rooms now have lounge character; catering is becoming even more exquisite; multimedia equipment, cinema seats and wall-sized one-way mirrors are standard. Bread and circuses for clients: focus groups as show rooms for market research! But does that also reflect in qualitative research? What about the quality leap in methodology?
Click here for a complimentary copy of the complete article (German)
For more information please contact: Anne-Kathrin Kirchhof
Traditionally, market research has been about force-fitting customers into a demographic category that can be easily explained with charts, graphs, and clinical definitions. This approach is not only distant and disrespectful of the true needs of the individual; it is also alienating to designers. Effective brand innovation marries research with the design process. Read more…
The Opportunity
Electrolux has always been about “clean.” They needed a new name and a newer vision that would carry them forward and allow them to expand in the US.
Our Contribution
Cheskin used a variety of approaches to understand the meaning behind cleaning for consumers. Through in-depth customer interviews and ethnographic techniques, as well as interviews with our client’s management, a deeper core concept became clear.
