Marketing for new technologies: is market research really useful for strategic marketing in the new technologies area?

Article Abstract:

The information technology sector represents particular challenges for market research companies. Marketing research seems to have little role to play in information technology, as demand patterns change rapidly as new products are made available. Research into product potential has little purpose when undertaken on new products, and research into potential carried out a long time before the launch of innovative products will also be only of limited use. Traditional marketing research is not really suitable for the information technology sector unless efforts are made to understand the market and the consumer.

Market Research Techniques NEC, Marketing, Information technology

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Putting value first!

Article Abstract:

It is vital that market researchers take time to reassess their role, according to Dr Hartmut Kiock, chairman of the management board, Infratest Burke. They must give greater attention to their potential as marketing professionals to develop innovative management concepts. They must also look closely at the value concept, which remains extremely relevant. It is vital to focus on the bottom line and to think in terms of business processes if the full value of marketing intelligence is to be exploited.

Speeches, lectures and essays, Transcript, Kiock, Hartmut

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Opening up the black box: switching the paradigm of qualitative research

Article Abstract:

Although it is widely accepted that the qualitative market research process can be systemised and standardised, the study of the interpretation of qualitative data has been largely ignored. The interpretation of such data has instead been regarded as subjective and has been consigned to the secret 'black box' of the unknowable. However, by taking a critical approach, it is possible to be objective about the interpretation of qualitative data.

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