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.

Local knowledge, global implications

Shanghai-based researcher Laura Mitchelson draws from her own experiences interviewing Chinese businesspeople to show readers the ins and outs of conducting business-to-business research in a vast and fast-paced country.

Designed with care

Baby Boomers are an increasingly important segment of the population. This is a group that needs special consideration from manufacturers and advertisers in addressing their needs. This article discusses conducting packaging research with seniors, including how not to use research.

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.

Constructing a new name

Allentown Pneumatic Gun interviewed 300 contractors to help guide its name change and new product launch.

Tennant fine-tunes its business-to-business research

For many industrial manufacturers, marketing is based on "pushing" customers into buying a product and then moving on to the next likely customer. Tennant, a manufacturer of floor maintenance equipment, refined its marketing techniques to "pull" customers in by meeting needs and expectations. The shift has improved customer satisfaction.

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