Research Roundup: Segmentation Fault, Printer Jam, Switching Error
Posted by Vovici Blog on Sat, Mar 05, 2011
Of the 678 links shared on the #MRX community this week, it’s no error that these bubbled to the top:
- Why So Much Segmentation Is Rubbish – Malcolm McDonald begins this opinion piece for Research with “A whole issue of The Journal of Marketing Management was recently devoted to a review of market segmentation. The conclusion was very clear: after 70 years of marketing, it is still done badly.” Read on for some great snark and some pointed comments from others, as well.
- User Innovation and Co-Creation are Taking Over the World – Referencing recent articles in The New York Times and The Economist, Frank Piller of RWTH Aachen University extrapolates from today’s efforts in co-creation to a future where everyone has access to 3D printers and can manufacture products of their own design.
- The Price is Right? – Brett Matheson of Synovate MarketQuest has a nice complement to the pricing series that Michaela Mora and I are writing: “While there is an almost limitless amount of information that could potentially be analyzed to help determine the ideal price, there are three key factors that are always critical – perceived options, occasion and switching cost. The common thread of these is that they determine how each individual perceives value.”
- Ethnography: Caught between Myths – Isabella Simpson of Kantar Media tackles three myths about ethnography:
- It’s all about filming
- Only trained academics do ‘proper’ ethnography
- Ethnography costs the earth
- Next Gen Market Research Twitterati – @TomHCAnderson has posted a directory of Twitter users who belong to his #NGMR community. Lots of great tweople to follow.
Abnormal end.