Industrial Market Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Activating segmentation through storytelling

BP turned to data visualization to help increase the internal uptake and awareness of the results of a global C-store segmentation.

How P&G used agile research to keep up with consumers

The need for immediacy has spurred the development of the agile research methodology, an iterative approach to give researchers real-time insight and the power to make changes on the fly. Procter & Gamble shares its experience using agile research for holiday-season fragrance marketing.

An analysis of the past 20 years of client-side research buying

Two decades’ worth of data from the Quirk’s circulation database is examined to discover what shifts have taken place in the research industry - including the advent of online and the latest economic crisis - and to predict where it might be headed.

Rethinking the role of shopper insights

Researcher Michael Carlon suggests that restructuring shopper insights departments to align researchers by category and encourage collaboration between researchers within a category could strengthen shopper insight ROI for manufacturers and retailers.

Trade Talk: IIR conference demonstrated the power of collaboration

Quirk's Editor Joe Rydholm discusses the major themes of The Market Research Event 2010.

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Related Articles

There are 39 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

How P&G used agile research to keep up with consumers

The need for immediacy has spurred the development of the agile research methodology, an iterative approach to give researchers real-time insight and the power to make changes on the fly. Procter & Gamble shares its experience using agile research for holiday-season fragrance marketing.

Demystifying international industrial research

International research is unfamiliar to many industrial products firms. This article discusses international industrial research, including similarities and differences with American research and special considerations, such as telephone and in-person methods, designing and translating questionnaires and selecting a telephone survey firm.

Trade Talk: Re-thinking the youth market

Using beauty and cosmetics research as a reference, Irma Zandl weighs in on how today's youths are not what marketers expect.

Tips for selecting the best methodology for industrial marketing research

While a company may understand the specifics of the research data it requires, the marketing manager is often left to choose the best methodology for gathering that data. This article guides industrial research managers through the four major methodologies: telephone surveys, mail surveys, focus groups and personal interviews.

You need a creative approach

Before implementing its actual study, Avon conducted a pilot study to learn how to overcome some of the cultural barriers when involving the Hispanic population. This article summarizes the pilot study’s results, providing guidelines for screening and interviewing, study location and timing, questionnaire construction and incentive structures.

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