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Slideshow about The Future of Market Research by Tom De Ruyck
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3 types of strategic focus (Tracey & Wiersema) Operational Excellence Product Leadership Customer Intimacy
3 types of strategic focus (Tracey & Wiersema) Operational Excellence Product Leadership Customer Intimacy Provide customers with personalized products that exceed expectations Provide customers with good, standard products at low cost Provide customers with high quality innovative products
3 types of strategic focus (Tracey & Wiersema) Operational Excellence Product Leadership Customer Intimacy Provide customerswith personalized products that exceed expectations Provide customerswith good, standard products at low cost Provide customerswith high quality innovative products
Customers… Who are they?
? ? 4 things to remember about the new customer ? ?
57% A person from your contact list 14% A company
Everyone is a critic/reviewer and the outcome may leverage your brand…
? • Perfect information • Consumer-generated • Trustworthy • Lightning fast • Fuelled by social media ? ?
empowered ? ? ?
empowered • Globally in touch • Hyperfast learning • Raising bar of expectations • Segmentation = difficult ? ?
empowered cosmopolitan ? ?
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
empowered cosmopolitan ? • Sharing feedback • Walking in our shoes • Concrete business outcomes
empowered cosmopolitan smart co-creator ?
empowered cosmopolitan smart co-creator • Rational overload • Emotional heuristics • Herd behaviour • Emotional sharing
empowered cosmopolitan emotional smart co-creator
? ? 4 things to remember about the new customer ? ?
empowered cosmopolitan emotional smart co-creator
What’s the impact on companies?