How are consumers changing in response to uncertain times? How can research companies best help their clients deal with unpredictability and what have we learned from the last recession that will help us in the coming years? We discuss these and other hot issues with the leaders of GfK, Ipsos, Kantar and Nielsen.
Whilst discovering an insight may increase your understanding of a situation, creating the energy to act on the insight is an essential component of the process according to Marco Vriens, author of The Insights Advantage. Drawing on his experience in leading the Microsoft and GE Healthcare analytics, research and insights teams, he highlights how to translate insights into action and the role of big data for market research.
John Quelch, Professor of International Management, Vice President and Dean at the China Europe International Business School talks to Reseach World about global marketing and branding in emerging and developed markets. Brands are very significant, and their role is well understood in China. In a loosely regulated environment, the consumer needs to trust the person from whom they buy, but often this isn’t practical.