In the weeks leading up to The Market Research Event 2009, we’re going to be hearing from the speakers of The Market Research Event. This week we have Erik Andersen, Senior Vice President, GfK Customer Loyalty, who will be presenting “Determining Customer Loyalty Action Priorities In Small-Sample B2B Studies,” in the Business To Business Research Track on Tuesday, October 20, 2009. To learn more about The Market Research Event, download the brochure here!
1. Tell us about a project you are working on or recently completed that you are proud of?
Erik: Over the past couple of years, I have been working with a client on designing and overseeing their global customer satisfaction protocol. This has enabled me to work with a wide variety of people and cultures around the world. Our work together provided access to some very senior-level decision-makers as they continually seek to improve their organizational performance and increase the level of customer satisfaction in the many major markets where they have a significant presence. It has been fast-paced and intellectually challenging.
2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Erik: I believe that technology will continue to evolve the way that market researchers gain insights and understanding from consumers and businesses about their purchase behaviors and their shopping, purchasing, and service needs and expectations. We are already seeing some interesting applications in behavior-tracking and emotional response sensing. I can’t wait to see what the future will bring.
3. What inspired you to get in the field? What keeps you motivated?
Erik: I always thought that market research was a valuable service in the sense that it provided a vehicle to connect consumers and business who have product and service needs with the commercial entities which have the resources to satisfy those needs. The whole idea of building a better mouse trap intrigues me. What keeps me motivated is that there seems to be a never-ending desire for a better mouse trap!
The November Issue of “CPG matters” has an excellent podcast titled “Combine Consumer Insights to Enhance Brand Marketing.” Often companies gather a lot of information, but maybe at a loss on how to utilize it effectively. This latest Webcast from CPG helps organizations, and specifically marketers:
“gain more powerful consumer insights by integrating attitudinal and behavioral research to create Brand Strategies”
Check it out here, and let us know what you think of the CPG Webcast.
Matt Rhodes recently posted on the FreshNetworks Blog that the market research industry should embrace online communities. One of the reasons why he believes communities should be taken advantage by market research professionals is because of the staggering numbers of online community adoption. According to the latest report form Gartner, more than 60% of large US firms will have built an online community used to engage with clients by the year 2010.
With the growing number of people turning to social media, the market research industry can use these communities as a great source of insight. Communities provide a great platform on collecting data on demographics as well as feedback and information on products directly from clients and the consumer.
There was an interesting article regarding how marketing academia is needs to change the principles of what is taught. In today’s organizations, more and more, the focus of marketing research is centered on consumers and the idea of customer insight. It’s about finding out what current customers are saying, and finding ways to improve and incorporate these suggestions into final products, rather than surveying a random sampling of a predicted target audience. Based on this articles research, schools that teach marketing need to move away from just teaching ‘classical marketing.’ Instead they need to consult more with companies, and find out the actual marketing practices in place in order to keep up with changing face of market research. As the article states: ‘Commercial market researchers and applied academics share a requirement to make their research accessible, engaging and even actionable. There is little overt acknowledgement of this at present, and until this changes, the current academic cultural norms may erect barriers to our messages getting across.’