Based on the theory that everything has been done by someone at least once before, it makes sense to learn by example. When you are tasked with doing something as important as building a market research plan which will inform both the product development and commercial strategies, you cannot afford to get it wrong. Revenues, …
Read MoreMake no mistake – product innovation isn’t going away any time soon. The product innovation process itself continues to be defined, refined and updated almost as quickly as new product innovations are launched. Why? Having a product innovation process, essentially a formalized ideation engine with established inputs, outputs and a maintenance plan, is today’s business …
Read MoreAlthough some organizations continue to debate the definition of “co-creation” and how wide the contributors’ circle should be, here at KL Communications, we have focused on deriving value from co-creation for our clients for over 20 years. Co-creation communities – establishing them, motivating them and harnessing them to achieve value creation – are part of …
Read MoreCustomer Service. Just consider this term for a moment. What experiences come to mind? Given that negative experiences are relayed nine times more often than positive ones, odds are that you immediately thought of some unsatisfactory encounter. A daunting statistic is that 90% of restaurants do not make it to their 2nd anniversary of opening …
Read MoreHas everything “already been invented”? Hardly. Although it certainly feels that way when your team is tasked with inventing the next disruptive innovation. Product development is a monumental task that even the most seasoned teams can struggle with from time to time. However, marketing research can be a game-changer when done right and executed routinely. …
Read MoreTechnology has forever altered how we come to market as businesses. To this end, understanding the impact of technology on marketing research is fundamental to leverage the benefits it affords. Marketing research, particularly digital marketing research (in the spirit of “go where your customers are”) can be used to engage customers at a scale not …
Read MoreWe’ve heard it before. We’ve seen the reactions. It happens in some client meetings, particularly with newer marketers and start-up companies. After suggesting a co-creation project, the reactions range from eye-rolls to quizzical looks to “deer-in-headlights” blank stares. Based on what we learned through our years in market research, people often become overwhelmed by the …
Read MoreCo-creation, defined within the context of marketing research, is the blending of traditional marketing research techniques (such as surveys, polls and focus groups), together with newer non-traditional methodologies such as Crowdweaving™ and biometric responses. What these methodologies do together is to facilitate open communication and build relationships between customers and a company. The heart of …
Read MoreBefore we can dive into how market research helps a business, we first need context around the concept of “market research” itself. Some define it narrowly as “the act of gathering information about customers’ preferences and habits.” Others define it a bit more broadly to include the processes, policies, techniques and tools that are utilized …
Read MoreIn today’s marketplace, consumers are frequently overwhelmed by the dilemma of too many choices. Producers of the available goods are cognizant of the increasing level of competition with respect to retail shelf space. As a result, the marketers behind these brands are aware of the increased level of competition in attracting eyeballs, enticing a purchase …
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