La Formule - Delicious Links for Market Researchers
61 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by Andrea
Scoop.it!

Diageo adopts universal tracking: News from warc.com

Diageo adopts universal tracking: News from warc.com | La Formule - Delicious Links for Market Researchers | Scoop.it
Andrea's insight:

Market Research - What fascinates me about this article is how multi-brand companies are starting to realize the value of the uniqueness of each of their brands. In other words, a one-size fits all model for analyzing brand performance is becoming less important as companies are starting to see that each brand goes through a "different journey". However, the need for a "universal" and simple tracking mechanism remains strong. Millward Brown's brand equity model is one such universal tool that companies are able to turn to to find this kind of data. 

 

What does this mean for Edelman Berland? - Our clients in the luxury sector are already starting to ask us these questions - such as - if each local market is unique in their product interest, what is the best way to reach each of them? What are the best products to talk to them about? I am sure this could also be appealing to those of us who work for one company with multiple brands or for those of us who want to compare one brand to another. Here is a good overview of Millward Brown's model: http://www.millwardbrown.com/About/meaningfully_different_framework.aspx

And here is an even more interesting case study: http://www.millwardbrown.com/Libraries/MB_Case_Studies_Downloads/Millward_Brown_Case_Study_Pantene-Matrix-Tale-of-Two-Brands.sflb.ashx

Can we use this case study to better build something for our clients? Let me know your thoughts. 

 

more...
No comment yet.
Scooped by Andrea
Scoop.it!

Is It Worth It? An ROI Calculator for Social Network Campaigns - Online Fundraising, Advocacy, and Social Media -

Is It Worth It? An ROI Calculator for Social Network Campaigns - Online Fundraising, Advocacy, and Social Media - | La Formule - Delicious Links for Market Researchers | Scoop.it
Wonder if you should spend your time campaigning in social networks?

You can use this too...
Andrea's insight:

Good Purpose - Frogloop gives access to an ROI calculator NGO's can use to decide whether their online activities are "worth it". 

 

What does this mean for Edelman Berland? This gives us a solid base to learn more on how to use ROI in our client work. Frogloop is very transparent on how they are calculating these figures which is not something you see every day. Their work can be used and expanded upon on our work and it's something I would like to see someone start to develop. Any takers?

more...
No comment yet.
Scooped by Andrea
Scoop.it!

Bringing the consumer on the catwalk: how digital trends are changing the fashion industry

Bringing the consumer on the catwalk: how digital trends are changing the fashion industry | La Formule - Delicious Links for Market Researchers | Scoop.it
Last week at Fashion Talks - the conference that takes the pulse of the Belgian fashion designers - there was another 'd' word on everyone’s lips - and that was 'digital'!
Andrea's insight:

Digital - What I love about this article is the video and how the company "The Art of Research' (love that name too) helped Diesel assess and increase the value of their pinterest page. 

 

What does this mean for Edelman Berland? - We can learn a lot from "The Art of Research". Using video to showcase a case study is first and foremost, great great great. Second, explaining the results to Diesel using a Research Art Exhibition. How cool is that? Instead of powerpoint, they are using mood boards, games and the like to help the client interact with the results. 

 

Someone please help me to investigate this more to see how we can take some of Art of Research's best practices! please. Here is a detailed description of their methodology: http://www.insites-consulting.com/publications/the-art-of-research/

 

 

more...
No comment yet.
Scooped by Andrea
Scoop.it!

Biggest risk of partnerships is brand dilution: Luxury Institute - Luxury Daily - Research

Biggest risk of partnerships is brand dilution: Luxury Institute - Luxury Daily - Research | La Formule - Delicious Links for Market Researchers | Scoop.it
Andrea's insight:

Luxury - An interesting study carried out by the Luxury Institute on the do's and don'ts of brand partnerships.  It mentions, for example, "The Johnnie Walker Blue Label limited edition collection by Alfred Dunhill is a collection of British-inspired gifts in addition to a designer bottle. The partnership helped both brands solidify their position in the luxury industry and as well as their reputation as men’s lifestyle brands "


What does this mean for Edelman Berland?

I think these are the kind of additional studies that we can propose to our clients for new business - helping them find the right kind of partnership if they want to help solidify their brand identity. Many of our clients already have partners but are they really maximizing the benefits of these partners?

 

See my Will Ferrell post for more insight

more...
No comment yet.
Scooped by Andrea
Scoop.it!

How Chrysler's Francois Scored Marketing Gold In Will Ferrell

How Chrysler's Francois Scored Marketing Gold In Will Ferrell | La Formule - Delicious Links for Market Researchers | Scoop.it
Olivier Francois is a Parisian working for an Italian company, but he understands American popular culture better than most U.S.-born marketers.
Andrea's insight:

Luxury - following up from Mercedes strange chicken commercial - it seems Dodge is following suite with their new commercials involving Will Ferrell and his alter ego - The Anchorman (http://www.youtube.com/watch?v=SC_Up3zrKjE)

 

What does this mean for Edelman Berland?:

Comparing to Mercedes, I again think using this powerful celebrity will not be another normal car commercial. However, unlike Mercedes, I do not instantly get the connection here between the Brand DNA and Will Ferrell. So while I will remember these sort of funny ads, they do nothing to help me understand Dodges brand identity which is something we can take away from this new kind of trend. 

more...
No comment yet.
Scooped by Andrea
Scoop.it!

92pc of Chinese consumers dissatisfied with luxury services at home: report - Luxury Daily - Research

92pc of Chinese consumers dissatisfied with luxury services at home: report - Luxury Daily - Research | La Formule - Delicious Links for Market Researchers | Scoop.it
Andrea's insight:

Luxury - Some interesting insight into Chinese Luxury consumers based on the 2014 China Luxury Forecast including the fact that:

1. Chinese consumers are less interested in brand names and more interested in product uniqueness. 

2: Chinese consumers are more interested in buying watches in Europe and jewlery in Hong Kong

3. After sale service is very important as well as local social media plateforms in order to gain trust

 

What does this mean for Edelman Berland? Clients with a strong Chinese consumer base may be interested in learning more about what sets these consumers apart from the rest of the world and may be more interested in specific metrics like these that they can use to continue to gain support for their brand in this unique area of the world. I challenge you to help our clients better understand their Chinese consumers through the development of new metrics. good luck!

more...
No comment yet.
Scooped by Andrea
Scoop.it!

Gamification in online research communities

Gamification in online research communities | La Formule - Delicious Links for Market Researchers | Scoop.it
Friday September 6th, was a day I had been looking forward to for quite a while. It was the first day of the ASC (Association for Survey Computing) Congress at the University of Winchester.
Andrea's insight:

Market Research - I am a big fan of games. Board games, Video games, you name it. This post discusses gamification techniques for research.

 

What does it mean for Edelman Berland. I like this post because it leads to some insights on how to frame questions in a different, playful way that helps our stakeholders think differently about the question. It can be applied in surveys or focus groups and is a fun twist on asking questions. 

 

see the ppt slide at the end for more insight.

more...
No comment yet.
Scooped by Andrea
Scoop.it!

PODCAST: How Disney Uses OdinText Analytics

PODCAST: How Disney Uses OdinText Analytics | La Formule - Delicious Links for Market Researchers | Scoop.it
  We’re excited to be presenting again at the American Marketing Association’s second annual “Analytics with Purpose” (Big Data) conference. This year we’ll be co-presenting a very interesting...
Andrea's insight:

Market Research - Anderson Analytics describes how they are using their new text analytics software to attract big clients like Disney and Unilever and solve cultural bias in surveys. You can listen to a summary of what he will be presenting here: https://cc.readytalk.com/cc/playback/Playback.do?id=dkra8q&utm_content=buffer5648a&utm_source=buffer&utm_medium=twitter&utm_campaign=Buffer

 

What does this mean for Edelman Berland? Text analytics isn't something new for us. We are already mining large amounts of content for meaning and trends. But Anderson offers us more of a structured "formula" for text analytics using a triangulation model that I think we can also leverage at Edelman Berland for smarter insights on our data. Here is a great paper explaining his methodology: http://www.andersonanalytics.com/reports/0801_Anderson.pdf

 

So who is going to take the lead on developing Edelman Berland text analytics to attract our future BIG DATA clients?

 

(Issues to consider for software partner: cost, user interface, scope of content coverage and source of content, presentation and reporting capabilities, specific linguistic analysis features, and customization.)

more...
No comment yet.
Scooped by Andrea
Scoop.it!

See a Map of the World Revealing Each Country's Most Visited Website

See a Map of the World Revealing Each Country's Most Visited Website | La Formule - Delicious Links for Market Researchers | Scoop.it
It's insane that not one country counts Co.Create as its most visited site. Yet.
Andrea's insight:

Interesting insight on what is the most visited website per country. 

 

What does this mean for Edelman Berland?

Just knowing where our markets are most likely to look for information will help our clients publish content that is the most user-friendly by platform.

more...
No comment yet.