New technologies are transforming how consumers educate themselves and make critical purchasing decisions. Companies want to ensure that their Consumer Marketing Research capabilities are keeping pace with the marketplace where rapid advances in technology, research & analytics have advanced the overall Market Research field. Correspondingly, across industry sectors the consumer marketing research play book and analysis approaches are evolving to better identify winning tools and techniques for understanding consumers' decisions.
Because of this, many leaders of Consumer Marketing Research across multiple industries believe that identifying innovations can be useful to conducting deeper, faster and more efficient market research.
Best Practices, LLC conducted this cross-industry benchmarking study to identify current and evolving approaches for qualitative and quantitative consumer marketing research techniques and tools. This research examines the changing landscape for qualitative and quantitative research. It also reviews which quantitative research approaches market research leaders are currently utilizing most and why.
This study includes data on three segments: pharmaceutical companies, non-pharmaceutical companies and the Total Benchmark Class.
Consumer Marketing Research Innovation: Assessing New Tools, Technologies and Approaches to Understand and Communicate with Consumers
1. BEST PRACTICES,
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LLC
Best Practices, LLC Strategic Benchmarking Research
Consumer Marketing Research Innovation:
Assessing New Tools, Technologies and
Approaches to Understand and
Communicate with Consumers
2. BEST PRACTICES,
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LLC
Table of Contents
I. Executive Summary pp. 4-21
Research Overview pp. 4
Universe of Learning pp. 5
Innovation Widely Dispersed but Thinly Seeded pp. 6-8
Key Findings pp. 9-21
II. Universe of Learning: Key Demographics of Participating Companies pp. 22-25
III. Innovation in Marketing Research Approaches pp. 25-30
IV. Innovation in Marketing Research Tools pp. 31-74
Using Innovation to Update the Use of Analysis Tools
for Key Market Research Activities
V. Marketing Research Trend Changes – Qualitative Trends pp. 75-82
VI. Marketing Research Trend Changes – Quantitative Trends pp. 83-89
VII. Emerging Market Research Tools in Pharma Sector pp. 90-95
VIII.Emerging Market Research Tools in Non-Pharma Sector pp. 96-103
3. BEST PRACTICES,
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Table of Contents
X. Communicating with Consumers pp. 104-108
XI. Trends in Consumer Communication pp. 109-115
XII. Evaluating Direct-to-Consumer Marketing pp. 116-118
XIII. Lessons Learned and Pitfalls to Avoid pp. 119-123
XIV. Appendix pp. 124-144
XV. About Best Practices, LLC pp. 145
4. BEST PRACTICES,
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Topics IncludedStudy Overview
Innovativeness of MR Tools for:
Forecasting
Patient Flow Mapping
Positioning
Segmentation
Brand Research
Concept Testing
Brand Awareness
Customer Insights
Direct-to-Consumer
Tactic Testing
Target Product Profile Testing
Utilization of Emerging MR Tools
Effectiveness of Consumer Marketing Tools
Best Practices, Pitfalls & Lessons Learned
Research Objective: New technologies are
transforming how consumers educate themselves
and make critical purchasing decisions.
Correspondingly, across industry sectors the
consumer marketing playbook and marketing
research analysis approaches are evolving to
better identify winning tools and techniques.
This cross industry study addresses topical issues
that include new media for interacting with
consumers, new qualitative techniques for insight
mining and new quantitative techniques for
research data analysis.
Methodology: Best Practices, LLC engaged 59
Market Research leaders at 58 companies through
a benchmarking survey instrument. In addition,
research analysts conducted executive interviews
with eight selected respondents to collect
qualitative data and insights.
Research Project Objectives, Methodology & Results
Best Practices, LLC conducted this cross-industry benchmarking study to identify current and
evolving approaches for consumer marketing and marketing research techniques and tools. This
study contains extensive qualitative data.