19 January 2011

Is Tyler Brûlé a new nation branding evangelist?

Is Tyler Brûlé a new nation branding evangelist?:

"The flamboyantly punctuated Tyler Brûlé, the known global style guru and editor in chief of Monocle magazine, has in recent weeks shown strong interest in nation branding and country brands. In ‘Fast Lane’, his weekly column at the Financial Post, the chieftain of “the Lufthansa audience”, as he calls Monocle’s reader base, has touched the [...]"

What is marketing science?

What is marketing science?: "

For those of you on LinkedIn there is a great debate on this topic in the Marketing Science group.


Taking part in that discussion has certainly sharpened my thoughts about what marketing science is and what it could be (along with topics such as what do we mean by a ‘scientific approach’ and what is the role of different epistemologies in market research).For me the key things that have arisen out of the debate so far are:


1) Market research is not a science, just as medicine and engineering are not sciences. Market research can use science, just as medicine can be the application of science and engineering can be the application of science.


2) Some market researchers believe that all market research (quant and qual) can/should employ a scientific method, for example creating and testing hypothesis, seeking cause and effect, and trying to produce findings that can be replicated.


3) Some market researchers, particularly some of those who specialise in qualitative approaches, do not subscribe to an epistemology that embodies the scientific method, for example they may take a constructionist position.


4) Market research is part of marketing, but only a fairly modest part.


5) Marketing science could be a useful term for identifying that part of market research which uses non-trivial, mathematically or statically based techniques in ways consistent with what is generally understood as the scientific method to provide marketing-related insight.


6) Whist the boundaries of marketing science might always be hard to define the core of the domain should be relatively clear, for example discrete choice modelling, structural equation models, and regression.


7) The core of marketing science should, in my opinion, be expanded to include all mathematical/statistical techniques used by marketing, for example web analytics, churn data, network analysis, etc, not just those traditionally used by market researchers.


One issue that arose in the debate is the point that most clients are not well equipped to query the nature of the advanced techniques they might be presented with, due to time, interest, training, or aptitude. This situation, in my opinion, makes it all the more important that researchers work hard to define what they mean by marketing sciences and to define what they mean by good and best practice.


What are your thoughts?




"

Could we be using QR-Codes in Market Research?

Could we be using QR-Codes in Market Research?: "

I have been awaiting the arrival of QR-codes in Europe for several years after hearing about how popular they were in Japan in a presentation at ESOMAR (in Lisbon). Having noticed that they seem to be popping up in an increasingly wide number of places and that free readers are available for most smartphones, I posted a message in QR-Code format in a number of places, including Twitter, Facebook, my blog, and NewMR.


The code is shown below, followed by the message embodied within it.


QRTest1



“Email your suggestion for how to use QR-Codes for Market Research to xxxx@gmail.com. The best idea will win a copy of my book.”


Would I be deluged with answers? Or, would nobody contact me?


Well, a few people contacted me, probably about ten in total, but the clear winner was from Claire Banbury, who suggestions included using them with visitors to locations (e.g. tourist locations or events) in order to link to online surveys (amongst the things that can be embedded in a QR-Code is a URL, which in turn could be a survey) and possibly using them in mystery shopping.


I will be contacting Claire to send her a copy of my book.


Having conducted this exercise my feeling is that QR-Codes will make an impact and my suspicion is that it will take an innovative brand to really get behind QR-Codes and create a 'reason' for people to want to read the codes, probably to either win something or to compete in some sort of game.

"

WORLD BANK ESSAY 2011 COMPETITION

WORLD BANK ESSAY 2011 COMPETITION

Hey everybody, I'm sharing you a opportunity for all young people, students and non-students alike, between the ages of 18 and 25, from all countries of the world. If you are at least 18 and not older than 25 on May 15, 2011, you are eligible to participate. Please note that if you were a finalist or winner of a previous World Bank International Essay Competition, you are no longer eligible to compete.

The 2010 International Essay Competition on youth unemployment attracted 2,009 submissions from over 150 countries (90% of submissions came from developing countries).


March 17, 2011 - Deadline for submissions

Week of May 2 - Finalists of the essay category announced and winner of the video category announced

May 30 - June 1, 2011- Final Jury in Paris, France (only finalists in the essay category and winner of the video category participate)

June 1, 2011- Award Ceremony during the ABCDE conference in Paris, France

The competition consists of writing an essay following the length and format outline in the website. The topic for this year is Youth Migration.

1. Essay
Eight finalists will participate in the Final Jury in Paris, France in May 2011, and attend the Annual Bank Conference on Development Economics (ABCDE).
Money awards:
1st prize: 3,000 USD
2nd prize: 2,000 USD
3rd prize: 1,000 USD

For more information, check the website outlined at the top of the email and http://www.essaycompetition.org/content11_113_1

Best of luck,

11 January 2011

What is marketing science?

What is marketing science?: "

For those of you on LinkedIn there is a great debate on this topic in the Marketing Science group.


Taking part in that discussion has certainly sharpened my thoughts about what marketing science is and what it could be (along with topics such as what do we mean by a ‘scientific approach’ and what is the role of different epistemologies in market research).For me the key things that have arisen out of the debate so far are:


1) Market research is not a science, just as medicine and engineering are not sciences. Market research can use science, just as medicine can be the application of science and engineering can be the application of science.


2) Some market researchers believe that all market research (quant and qual) can/should employ a scientific method, for example creating and testing hypothesis, seeking cause and effect, and trying to produce findings that can be replicated.


3) Some market researchers, particularly some of those who specialise in qualitative approaches, do not subscribe to an epistemology that embodies the scientific method, for example they may take a constructionist position.


4) Market research is part of marketing, but only a fairly modest part.


5) Marketing science could be a useful term for identifying that part of market research which uses non-trivial, mathematically or statically based techniques in ways consistent with what is generally understood as the scientific method to provide marketing-related insight.


6) Whist the boundaries of marketing science might always be hard to define the core of the domain should be relatively clear, for example discrete choice modelling, structural equation models, and regression.


7) The core of marketing science should, in my opinion, be expanded to include all mathematical/statistical techniques used by marketing, for example web analytics, churn data, network analysis, etc, not just those traditionally used by market researchers.


One issue that arose in the debate is the point that most clients are not well equipped to query the nature of the advanced techniques they might be presented with, due to time, interest, training, or aptitude. This situation, in my opinion, makes it all the more important that researchers work hard to define what they mean by marketing sciences and to define what they mean by good and best practice.


What are your thoughts?




"

Defining a post-crisis nation brand for Ireland

Defining a post-crisis nation brand for Ireland:

"We’ve touched the issue of before (see our ‘Economic crisis may force countries to re-brand’ post). Small economies like Dubai, Greece and Iceland among others have undergone massive preassures in the last couple of years, and their image, their nation brand so to speak, has been more or less damaged. More recently, Ireland has been [...]"

Simon Anholt on Brand Sweden

Simon Anholt on Brand Sweden:

"In early July 2010, nation brands expert Simon Anholt was invited to the city of Visby, on the Swedish island of Gotland. He was invited by the Council for the Promotion of Sweden, which includes Sweden’s Ministry for Foreign Affairs, the Ministry for Enterprise, Energy and Communications, the Visit Sweden office, the Swedish Trade Council, [...]"

Lebanon’s brand notoriety declines

Lebanon’s brand notoriety declines:

"Lebanon was ranked in 194th place among 200 countries and territories around the world and in 18th place among 20 countries in the Middle East and North Africa (MENA) region in the third quarter of 2010, according to the 2010 edition of the Nation Brand Perception Index (NBPI).
Lebanon also came in 41st place among 43 [...]"

7 January 2011

Customer Satisfaction & Text Analytics

Customer Satisfaction & Text Analytics: "


What the new co. car has to do with text analytics…


I believe this may well be the first Cavalry Blue 2011 Toyota FJ Cruiser to be delivered to the North East. I waited for it to come off the truck, untouched by any Gaijin.


If you’re from around here you can appreciate a good SUV in the winter. As a bit of an outdoorsman, the FJ caught my eye when it first came out a couple of years ago. Unfortunately they discontinued the Sunburst Yellow this year, my first choice.


Today’s post is not about cars, it’s about customer satisfaction and text analytics. As soon as the purchase was complete I was told I would be receiving a survey, and that if I wasn’t able to give them a perfect 10, please let them know now. Later that evening I received a phone call on my mobile with the same message.


Market research purists wince when they hear of surveys being administered in this way. Customers feel uncomfortable giving honest feedback. They know that the staff at the dealership will see the rating. What arises in the mind of customers like myself is more in line with game theory than honest feedback. “Shall I give them a 10 so they are happy if I need to see them for a problem?” or “Perhaps I should give them a 9 so they think they have to earn my trust/respect by doing a good job next time I come in for service?”. Either way, with auto dealership NPS (Net Promoter Scores) or OSAT (Overall Satisfaction) ratings, the distribution of ratings are not likely to be in the shape of a nice healthy poisson curve, but severely skewed.


Having worked with clients’ large scale customer satisfaction programs for several years now, I do understand that the benefit of these programs are often just as much or sometimes even more about a way to manage staff as about collecting the most reliable metrics. But obviously, the more a company allows this type of interference with what should ideally be an anonymous and unbiased process, the less valuable the results become as a management and quality monitoring tool. So why is this behavior allowed? Because while they may share some data with corporate, car dealerships are independent franchises. Therefore they are hard if not impossible to control.


One solution I believe is implementing text analytics into customer satisfaction programs [Full disclosure, Anderson Analytics has specialized in text analytics since 2005]. While in situations such as the one above, most customers will feel obliged to give a much higher rating than they otherwise would. However, if after the 10 or 11 point “Overall Satisfaction” or “Recommend” rating, an open ended comment question follows (which is now quite common), customers who may have given an untruthful overall rating are still very likely to be relatively truthful in their comment.


These comments will often contain specific mentions of parts of the sales process, and just as importantly in this case, may also give us a hint of actual sentiment and emotion. Considering the inherent bias in the survey administration process just described, this sentiment and emotion derived using text analytics can still give researchers a way to track and compare differences between locations over time.


Toyota, in case you’re listening, there’s a better way to you listen. ;)


@TomHCAnderson


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The Venn of Market Research

The Venn of Market Research: "


Pick Any Two


Just posting a quick NGMR ‘Chart’ (Venn Diagram) Meme today in order to remind everyone that the Next Gen Market Research Meme contest is still going on.


@TomHCAnderson


[If you haven't submitted a meme to the competition you have almost 4 months to do so. But don't delay. It's easy and fun to create one, and you're allowed to enter more than one. See contest details here.]


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"

Social Media is the answer – but for which question?

Follow the: http://www.dialogue-platform.com/phpBB3/blog.php/?p=70


First of all we have to see what social media is about. It is more than just a platform that gives you the opportunity to discuss with each other or promote products as companies do Social Media is much more complex. Let us start with analyzing the basic structure. Despite advertisement and personal selling, companies can reach a customer by independent reports and word-of-mouth. The latter occurs particularly on social media- people are talking about a product, service or its provider. This all increases the customer’s influence on companies. Positive Word of Mouth can be a very effective marketing instrument for gaining new customers and also for increasing consumer loyalty due to the public commitment effect. On the other hand word of mouth can have negative effects. Like you can see in the picture below, the receiver might not get the original content of the message because of all the different outside influences. The customer could get a negative attitude of the firm and this means a decrease in purchase intention.There are two sides of the same coin and you cannot avoid one. People have to talk to each other, it is an inherent necessity and Social Media platforms can fulfil this need. An important fact is that not only direct customers exchange experiences but also journalists and competitors and firms could lose the control and influence about their customers and their image- Big Brother is watching you on social media. So it’s up to you to seize this chance- as a customer to inform others about a firm’s product and service or as a company to get in contact with your consumers and for everyone to get insider information for free. In the end it seems to get more transparent for customers to get information but what happens when companies try to get more control over the discussions about them by being more present? Stay awake of the aspect of possible manipulation. How can I differentiate which user is credible and giving an authentic and truthful account?


http://www.dialogue-platform.com/phpBB3/blog.php/?p=70

Special issue in European Planning Studies Spatial planning and place branding: rethinking relations and synergies

Introduction:  Kristof Van Assche, Raoul Beunen and Eduardo Oliveira  Rethinking planning-branding relations: an introduction . https:...