For a new report I'm writing I'm looking into knowledge management and what this means for Market Research. Currently, in most market research department each survey is a standalone project and it's close to non-existent that results are analyzed across surveys or data sources for gathering insights and trends. On the other side of the house there are colleagues analyzing web statistics, DM and email marketing data, brand trackers, and CRM outcomes.
However, this set-up will no longer be acceptable in the future. Consumers connect with companies through different channels and leave their feedback about the company in different places. They expect companies to understand that and they dont want to be asked about things they already shared.
Affluent consumers have different expectations from their financial institution. Data from our Technographics online Affluent survey shows that while online affluent consumers prefer the Web over phone and in-person for getting balances and checking holdings, 58% prefer in-person meetings with their advisor for long-term financial goal planning.i
Affluent online consumers like to use the Web to update themselves on their investments, but they don't have a need for mobile tracking yet: A mere 6% of affluent consumers with a mobile phone are using mobile investing. The main reason: lack of urgency.
Many consumers put products in the shopping cart when researching and shopping online but never make the deal. Data from our North American Technographics online survey shows that shopping carts support consumers in their buying process, on the site and across sites.
I'd like to draw your attention to a recent post of my colleague Lisa Bradner at our Marketing Leadership Blog. Her new report, Adaptive Brand Marketing helps companies re-think their approach to brand management in a world where brand messages are no longer a one-way push, but in fact are shaped by consumers as they interact with and react to brands. Advertising Age has a lengthy write-up that focuses on one element of the report: what Adaptive Brand Marketing means for the future of the brand manager.
This is a follow-up video to the one I posted last week about how technology has changed the world. This video shows how consumers' use of these new technologies affects traditional media channels and communication patterns.
My colleagues and I are busy preparing our Forrester’s Consumer Forum presentations. I'd like to invite you to two Technographics Theatre presentations that give more insight into Forrester’s data capabilities. My team members Andrew and Vikram will share highlights from our global benchmark survey data, as well as our forecast data, examining technology-driven trends in consumer behavior.
Laptops and flat-panel TVs have seen the strongest growth over the past two years in absolute terms. Data from our Technographics European surveys shows that laptop penetration increased from 26% of households in 2007 to 38% in 2009, while flat-panel TVs more than doubled from 16% to 34%. Flat-panel TVs also rate highest on consumers' wish list. Seven percent of Europeans intend to buy a flat-panel TV in the next six months — mostly as a first-time purchase — making it the fastest-growing household device among Europeans.
Forrester’s Consumer Forum 2009, October 27 and 28 in Chicago, is fast approaching. This event will help you understand how consumers' evolving online behavior demands that firms step up efforts to engage them, and we have great speakers ligned up from companies like Microsoft, Acxiom, Hewlett Packard, Best Buy, Pizza Hut, InterContinental Hotels Group, Hearst Magazines Digital Media, Hilton Hotels, and E*TRADE, who'll share their companies' best practices for creating breakthrough multichannel relationships, .
There are many reasons why people are buying products online, but we wanted to understand the main driver. Data from our North American Technographics online survey shows that when consumers are forced to make a choice low price wins but is followed by high quality.