For Consumer Market Research Professionals

Case Study: How Fox And Microsoft Used Mobile Research To Measure Movie Advertising Impact

Mobile Research Helped Gain Insight In The Buildup Of Movie Promotion

by Reineke Reitsma, November 10, 2009

Fox and Microsoft Advertising collaborated on a project at the end of 2008 to better understand the impact of and the interaction between the different media channels used to promote movies. They used MESH Planning's mobile research methodology, called . . .

For B2B Market Research Professionals

Do B2B Customer Satisfaction Right In Tech

Implementing Four Key Disciplines Will Save You Time And Money

by Brad Bortner, October 27, 2009

Business-to-business (B2B) customer satisfaction research is not some sort of rare, exotic research. The same benefits of highly satisfied consumer customers will come to those who execute on actionable B2B customer satisfaction research, including enhanced . . .

For B2B Market Research Professionals

A Simple B2B Segmentation To Increase Revenue

by Brad Bortner, July 1, 2009

A usable market segmentation analysis is one of the keys to any market-driven company's success, yet many segmentations fail. This is troubling not only because these types of failures tend to be expensive, but also because the need for organizational . . .

For B2B Market Research Professionals

IBM's Focus On Actionable Insight Paves The Way For Market Intelligence To Be A Strategic Partner

by TJ Keitt, Brad Bortner, November 10, 2008

It is often difficult for market intelligence entities to gain strategic importance. IBM's market intelligence group is achieving this goal with a focus on delivering actionable insight that drives business decisions. To accommodate this, the market intelligence . . .

For B2B Market Research Professionals

The Verizon Information Research Network Utilizes Technology For Strategic Impact

by TJ Keitt, Brad Bortner, October 17, 2008

The challenge of managing numerous research requests with a small staff is one that affects many market research organizations. Verizon's repository of secondary research, managed by the Verizon Information Research Network (VIRN), has adopted a robust . . .

For B2B Market Research Professionals

CSC's ResearchNetwork Provides A Road Map To Becoming A Strategic Partner

by TJ Keitt, Brad Bortner, October 8, 2008

Becoming a strategic player within the company is a problem that plagues many business-to-business (B2B) market researchers. Computer Sciences Corporation's (CSC's) ResearchNetwork is a group that has successfully made the transition from tactical entity . . .

For B2B Market Research Professionals

Integrate Buying Behavior In B2B Segmentations

Ignoring Buying Dynamics Courts Failure: Use These Five Dynamics To Succeed

by Brad Bortner, November 28, 2007

Savvy business-to-business (B2B) market researchers use market segmentations to drive go-to-market planning. However, these segmentations can woefully under-deliver if they do not address the buying dynamics of the target market — such as who holds the . . .

For eBusiness & Channel Strategy Professionals

The Sources Of ING Direct's Success

How ING Direct Won 17 Million Customers While Still Making A Profit

by Benjamin Ensor, April 5, 2007

ING Direct first opened for business in Canada 10 years ago. In the decade since, the company has become the most successful direct bank in the world with more than 17 million customers in nine countries. ING Direct's strategy of simple products, aggressive . . .

For Consumer Market Research Professionals

AT&T's Market Intelligence Portal Sets A High Bar

AT&T's Go-To-Market Alignment Maximizes Returns And Recognition

by Ellen Daley, January 16, 2007

AT&T has set the bar on how to create an influential market intelligence organization. AT&T's Helen McGrath, VP of market and competitive assessment for business, uses a sales-focused portal to align and deliver her team's work with the company's . . .