Advanced MR Report from Frost & Sullivan

Frost & Sullivan is shortly to publish a new transcript report based on its recent annual Advanced Marketing Research Conference. Covering the whole event as held in Palm Springs USA in June, the transcript promises to show market researchers how to use the Internet as a competitive intelligence tool.

According to Frost & Sullivan, valuable marketing research is no longer only conducted via telephone or door-to-door surveys. The technological progress of the web can be seen to impact and alter most existing research techniques and methodology. In turn, these changes can impede the co-ordination and collection of information, as well as create reduced response time to adapt to markets.

This is where the speakers at the Advanced Marketing Research Conference have claimed they can help. Their views, as reported in the new transcript, should bring together valuable information on the latest trends in quantitative and qualitative analysis, market research, surveys, and new technologies. The report should also help illuminate how to build a proactive MR team, how to leverage research into action, how to execute online and global marketing research projects, and describe the range of next generation online research tools that are coming into play.

Rosemarie Miller, Marketing Research Program Manager Corporate Market Research at Intel Corporation, presented one of the conference papers included in the report. Her speech on the "Do's and Don'ts of Online Research" was given as practical guide for other online market researchers. Her view on the current changes is that, "Online research is definitely not without its risks. Making a decision about when online is the right methodology, either on its own or in combination with something else, is not something that is a snap, easy, scientific decision. New ways to think about online research and tangible information about next generation tools and solutions will help companies anticipate and avoid dangerous pitfalls."

Joyce Ward, Vice President of Enterprise Products at Northern Light Technology, added that, "Not too many years ago, in order to do competitive intelligence and market research, you were really spending a lot of time on fairly expensive online services. The advent of the Web has really changed that quite a lot. Not only does the Web become a distribution vehicle for a number of online services, but it also brought into our world a lot of information that never existed before."

For more information, visit http://transcripts.frost.com.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.