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I'm pleased to announce a new book with co-editors, Bob Kaden and Mel Prince. LEADING EDGE MARKETING RESEARCH: 21st Century Tools and Practices will be published by Sage in November of 2011. This book expands on the last chapter of MORE Guerrilla Marketing Research and consists of chapters by global experts in the contemporary marketing research disciplines. PART 1 CHALLENGES TO MARKETING RESEARCH 1 New Roles for Marketing Researchers Ian Lewis, Director, Research Impact, Cambiar Consulting and Simon Chadwick, Editor and Chief, Research World, and Managing Partner, Cambiar Consulting How research will change in the coming years The future of research departments The future of research suppliers Defining the roles of the marketing researcher in the future Career path Implications Keys to a successful marketing research career PART 2 QUANTITATIVE MARKETING RESEARCH 2 Research ROI Analysis: a Powerful Tool for Marketers Diane Schmalensee, President, Schmalensee Partners and A. Dawn Lesh, President, A. Dawn Lesh, International, Executive Director, Center for Measurable Marketing, Stern School of Business, New York University Overview of ROI analysis Assessing the value of investment in research How to use research ROI as a decision tool How to use ROI analysis as a marketing tool Conclusions Appendix I: Defining and computing traditional ROI 3 Combining Data Mines and Attitude Research Paul Gurwitz, Ph.D., Managing Director, Renaissance Research & Consulting, Inc. Why combining attitudes with existing data mines is important Approaches for combining existing data mines with survey data Combining survey data with data mines to better predict behavior Segmenting samples using both attitudes and behavior The future for combining existing data from data mines with survey data 4 The 21st Century Development of Products: Where Customer Guidance Is Taking Us Howard R. Moskowitz, Ph.D. and Bert Krieger and Linda Ettinger Lieberman All of Moskowitz Jacobs, Inc. Introduction Product testing grows up Four themes shaping product development in the 21st century New directions for modern and future product development research Summing up 5 Behavioral Economics – A Blueprint for New ‘Ah Ha’ Moments Crawford Hollingworth, President and Founder, The Behavioral Architects The world is getting faster and faster Our lives have become much more complex and time-compressed The demise of rational economic man Behavioral change and behavioral economics Choice architecture – new structures and tools Anchors Framing - context is everything Complicating choice architecture: some of the behavioral biases operating in everyday life Behavioral economics and its application to the world of marketing Brands and choice architecture Applying behavioral economics to marketing BE Market research case studies BE informed research methodologies: thought starters Conclusion 6 State-of-the-Science Market Segmentation: Making Results Actionable for Marketers Kevin Clancy, Ph.D., Chairman, Copernicus and Ami Bowen, Vice president, Director, Corporate Communications, Copernicus What good segmentation can do What’s the holdup? Recalibrating the profitability equation for the digital age Take your mother’s advice Activating your segmentation State-of-the-science segmentation: a process you can believe in 7 Marketing Accountability: Understanding Performance and Drivers of Brand Success William Pink, Ph.D., Partner, Client Solutions, Millward Brown and Phillip Herr, Senior Vice President, Millward Brown and Dorothy Fitch, Global Analyst, Millward Brown Introduction Approaches to marketing accountability What marketing activities are driving my sales, and by how much? What marketing activities are supporting my brand over the long term? Which media drive brands matrix, and how do various media work together? Conclusion Future challenges for ROI PART 3 QUALITATIVE MARKETING RESEARCH 8 Taking Qualitative Research to the Next Level Judith Langer, President, Langer Qualitative and Sharon Dimoldenberg, Divisional Director, GfK Business & Technology Changes taking place in current qualitative research methodologies New approaches in qualitative research The rise of on line qualitative Social media as a qualitative research tool Mobile research as an approach to generating qualitative insights New approaching to analyzing qualitative information 9 Consumer Anthropology as a Framework for the Use of Ethnography in Market Research Jamie Gordon, VP Consumer Anthropology, Northstar Research Partners and Larry Irons, Ph.D., Principal, Customer Clues, LLC Introduction Defining consumer anthropology in marketing research Why consumer cultures matter Customizing anthropological and ethnographic study approaches The role of the researcher and marketing management in executing anthropological studies The importance of effectively communicating study results A best practice case history 10 Diving Deep: Using ZMET to Unearth Insights About Unconscious Consumer Thinking Joseph Plummer, Ph.D., Columbia University and Senior Advisor, Olson Zaltman Associates and James Forr, Director, Olson Zaltman Associates and Dorothy Fitch, Global Analyst, Olson Zaltman Associates and Katje Bressette, Director, Olson Zaltman Associates Deep consumer insights lead to Co-ownership of brands Diving deep for insights Historical roots for ZMET ZMET methodology ZMET analysis Case study: Cisco 11 Crowdsourcing and Consumer Insights Robin Pentecost, Ph.D., Lecturer, Griffith University and Mark Spence, Ph.D., Associate Professor of Marketing, Bond University Defining crowdsourcing The wisdom of crowds An historical perspective on crowdsourcing Crowdsourcing as a unique research tool How, when, and where to use crowdsourcing Ethical and practical considerations PART 4 CUSTOMER MOTIVATION 12 Understanding Consumer Emotions: How Market Research Helps Marketers Engage With Consumers Alistair Gordon, Managing Partner, Gordon & McCallum Consultants Why understanding emotions is important to developing marketing strategies Defining emotions in marketing Surfacing both conscious vs. unconscious emotions How marketers can utilize emotional responses Emotions and emerging marketing trends Better tools for measuring emotions Deciding on the best emotional measures for the situation 13 Neuroimaging and Marketing Research: Hook-up, Love Affair, or Happy Marriage? Sean Green, Ph.D., University of Buffalo, SUNY, SIM UB Programme and Neil Holbert, Ph.D., University of Buffalo, SUNY, SIM UB Programme Introduction A history of public skepticism about marketing research Why neuroimaging? The most common neuroimaging techniques The marketing--neuroscience relationship The future of neuroimaging Neuromarketing . . . So far, Conclusion Appendix A: an overview of common neuroimaging and related terms and techniques Appendix B: brain areas that have been linked to consumer behavior Appendix C: in the neuroimaging room Appendix D: a special interview with EmSense™ chief analytics officer, Elissa Moses 14 Using Empathy and Narrative to Ignite Research Neil Gains, Ph.D., Founder, Tapestry Works The importance of empathy and narrative Listening to understand The rights and wrongs of listening From data to stories The craft of storytelling Ten top tips for storytelling The pay off Closing Remarks 15 Standing Waves, Stasis, Contagion and Consumer Trends J. Walker Smith, Ph.D., Global Executive Chairman, The Futures Company Metamorphosis Researching change Standing waves Fixed standing waves Evolving standing waves Discordant standing waves Contagion Managing foresights PART 5 MARKETING RESEARCH INDUSTRY TRENDS 16 Mixed Methods in Marketing Research Mel Prince, Ph.D., Professor of Marketing, Southern Connecticut State University, and Mark A. P. Davies, Ph.D., Senior Lecturer, Marketing, Heriot-Watt University and Chris Manolis, Ph.D., Professor of Marketing, University of Cincinnati and Susan Tratner, Ph.D., Associate Professor, Empire State College, SUNY Introduction Marketing research case applications of mixed methods Case 1. Mixed methods research for an organic eggs market research study Case 2. Mixed methods and brand personality research Case 3. A mixed methods design for inter-organizational research Concluding remarks 17 Improving a Firm’s Performance Using Advanced Analytical Insights Marco Vriens, Ph.D., Senior VP, The Modelers, LLC and David Rogers, Principal, ConvertClick, LLC What is advanced analytics and why do we need it? The scope and impact of advanced analytics Quality execution = quality outcomes Recent and future developments Conclusion 18 Panel Online Survey and Research Quality Raymond Pettit, Ed. D., Vice President, Market Research, PRN Corporation The problem The foundations of the Quality Generative Model What did we learn about multi-panel membership? What did we learn about duplication? Managerial implications Conclusions 19 RFID in Research: Nineteen Things You Can Do with RFID that You Couldn’t Do Before Mickey Brazeal, Associate Professor of Marketing, Roosevelt University A search engine for things How RFID Works Nineteen things you can do with RDID-based research that you couldn’t do before What happens next? How to get started 20 Is the Future in Their Hands? Mobile-Based Research Options and Best Practices Darren Mark Noyce, MMRS, MCIMA, Founder and Managing Director, SKOPOS Market Insight The current status of mobile-based marketing research The opportunities and rationale The 5 Rs that will drive mobile adoption and success Obstacles, key challenges and limitations The options The outlook and future opportunities Conclusions EPILOGUE The Future of Marketing Research Robert Moran, EVP, Corporate and Public Affairs, Director of Product Marketing, StrategyOne Consulting Forces shaping the future of marketing research Traditional marketing research vs. the emerging marketing research industry The five great challenges for the future of marketing research How to compete in the future Creating the right development path for your future
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