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November 12, 2022 in /by

Feelings – nothing more than feelings As it faced stiff competition in digital cameras, Nikon (www.nikon.com) was marketing its Coolpix line with the tag lines ‘passion made powerful’, ‘brilliance made beautiful’ and ‘memories made easy’. The advertising campaign was designed to evoke emotional feelings in consumers. Nikon based this campaign on a study conducted to […]

 

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November 12, 2022 in /by

Segmentation with surgical precision Cluster analysis was used to classify and segment participants, based upon their preferences for hospitals that provide inpatient care. The clustering was based on the reasons participants gave for preferring a particular hospital. The demographic profiles of the grouped participants were compared to learn whether the segments could be identified more […]

 

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November 12, 2022 in /by

It is a small world Data for a study of British, Japanese and American competitors were obtained from detailed face-to-face interviews with chief executives and top marketing decision makers for defined product groups in 90 companies. To control for market differences, the methodology was based upon matching 30 British companies with their major Japanese and […]

 

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November 12, 2022 in /by

French marketing research looks abroad Mark Whiting, Research Director at Hennessy, was quite content with the support he got from French marketing research agencies. He pointed out that 99% of the cognac brand’s business was conducted outside France, and he therefore could not expect to find everything he needs among French agencies. What drives his […]

 

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