Research : Market research

Led by the VP of Multicultural Marketing at McDonalds, the group explores whether or not ethnic marketing is evolving from dedicated funded programs and tactics for each segment, to one of dedicated programs plus extensions of general market efforts.

Booz Allen Hamilton highlights the key trends resulting from the Marketing & Media Ecosystem 2010 Study, a cross-industry, multi-phase study designed to explore how the digital media environment is reshaping the ecosystem of marketers.

Acknowledging that market research industry has a potentially bright future, John Forsyth and Rukhshana Motiwala of McKinsey discuss how professionals can seize this opportunity to help organizations enhance their marketing ability.

The SVP of Research and Standards William Cook discusses steps being taken by the ARF to assemble online panels that would address broader research quality issues.

Chuck Kapelke reviews the findings of the Booz Allen Hamilton report titled, "Marketing and Media Ecosystem: 2010."

While most b-to-b companies plan to increase spending on new media, new ANA research shows anxiety is still high over measurement, funding, and senior management pushback.

Based on responses from over 250 marketers, representing 165 unique companies, this whitepaper prepared by Andrea Rasmussen, Carolyn Ude, and Edward Landry of Booz Allen Hamilton, details how marketers and their agencies must change as the convergence of media and technology, changes the connection between marketers and end users.

Toni Gnewuch of American Family Insurance and Micheal Petromilli of Prophet, discussed how the combination of historical, test, and learn analysis allowed American Family Insurance to assess marketing's impact on business growth and help guide future investment.

ANA members provide insight on whether they control or influence research market research spending, and where they charge their research costs.

This benchmark completed by the ANA Multicultural Committee provides insight on how companies utilize and value their segment marketing managers.

This presentation outlines the key principles for selecting the right segmentation system for your business needs and increase ROI. It also presents case studies.

This snapshot discusses the importance of understanding the target consumer as a tool for achieving total marketing accountability. Includes five criteria for segmentation and a discussion of Voice of the Customer.

These materials review six TV copy-testing organizations and the different copy testing methodologies they undertake to measure ad effectiveness.

This article explores the potential power of biometrics in market research.

This presentation explores the uses of video to "sell" segmentation analyses within an organization; to bring segments to life; to improve research with observational clues.

This article provides insight on how to best leverage secondary research.

This case study explores Guardian Life Insurance's use of ethnography to understand "World Class Customer Service" through the perspective of the group insurance broker.

This article provides answers to member questions on secondary research tools and managing tv talent payments

Lauren Rich Fine shares her insights on Google and Yahoo!, covering issues including: thoughts on the stocks; growth projections; new offerings / revenue streams (e.g., Google’s site-targeted ads), and international prospects.

This presentation reviews the 2005-2006 performance of syndicated audience measurement for yellow pages and explores plans for future expansion of the program.

ANA members recommend marketing organizations (not agencies) that specialize in the youth market (18-24-year-olds).

ANA members share their insights on how market research is used and misused in companies relative to marketing's effectiveness.

This presentation provides seven quick tips for the research community on how to excel as an industry.

This presentation provides a counterpoint to the assertion that marketing research is to blame for the decline of marketing.

This presentation gives an overview of Brainstorming methods, including selected qualitative techniques used to facilitate brainstorming sessions for different applications.

This presentation reviews the impact of local people meters on advertisers and the media as of May 2005.

This presentation explores the value of using online advertising as an adjunct to traditional marketing campaign.

In this presentation, research veteran Bill Cook shares highlights from the 51st Annual ARF Convention: "Research Powered Marketing: New Models for Growth."

These guidelines provide a clear guide for writing a primary project or research report.

These guidelines explain how to effectively use the information generated by secondary research.