經濟衰退時期對競爭情報的需求
全球競爭對手永遠不會停止他們的戰略規劃和競爭監控在任何經濟衰退中，公司可能會傾向於相信他們的競爭對手已經「關閉」了他們的市場研究和競爭情報預算。雖然企業預算被削減，但企業可以透過多種方式在今年和未來幾年繼續進行競爭監控… 閱讀更多
汽車感測器市場研究
Automotive Sensor Market Research Automotive systems are getting smarter with each passing day. The evolution and inventions for the advanced systems powered by a growing automotive market of Europe are increasing at a high pace. Sensors today define a new wave of automotive comfort and advanced technology. The European automotive sensor industry is in … 閱讀更多
白皮書：需求和供給，哪個先出現？
作者：德米特里‧希馬諾夫，總經理 三月 諮詢研究機構
SIS全球情報網站也提供相關資訊。一條著名的經濟定律說：「需求決定供給」。這樣真的正確嗎？
一般消費者往往想當然地認為這是必然的。然而，在當今市場，這條規律需要進一步修正和詮釋。最初，供給決定需求；只有當需求決定供給時，供給才會開始擴張。.
Book Review: “Hey Whipple Squeeze This”
As part of our series of marketing-related books, we have reviewed Luke Sullivan’s book “Hey Whipple Squeeze This.” While focused on advertising, the book delves into solving problems and understanding consumers. Likewise, it can be applied to other areas of marketing services. We have structured this review on interesting concepts on which the author focused.
Brainstorming
Sullivan asserts the value in posing the problem as a question. One of our favorite quotes in the book was when Sullivan stated, “A problem well-stated is a problem half-solved.” By focusing on the question, people can facilitate the brainstorming process.
選舉後續報導：選舉行銷策略分析
The 2008 US Presidential Election was fascinating for a multitude of reasons, but in particular because of the use of new marketing.
面向小型公司的大規模研究
作者：德米特里‧希馬諾夫，總經理 三月 諮詢研究機構
Also accessible on SIS Worldwide Intelligence Library. One of the common mistakes existing in business circles is that marketing research is necessary only for large companies. As a matter of fact, small businesses require it as much as transnational corporations.
Why? Here are four reasons.
First, in order to expand market share, small companies need to find a suitable niche. This is why market analysis and SWOT analysis of competitors will be required. Second, small companies deal with extreme pressure of competition. They have to keep hold of every client, and to do so, complete information on consumers is necessary (from social and demographic features to psychographic portrait).
書評：《真相、謊言與廣告》“
As part of our series of marketing book reviews, we have recently reviewed Jon Steel’s “Truth, Lies and Advertising: the Art of Account Planning.” While focused on advertising, the book’s content can feasibly be applied to other branches of marketing services. In particular, we were eager to read its perspective on market research in Advertising campaigns.
Steel’s goal is to propose a new model of advertising based on the complexity of people and their emotions. The model incorporates a partnership of stakeholders in an advertising campaign:
- client’s business perspective
- agency’s creative perspective
- opinions and prejudices of the people at whom advertising is aimed; In other words, the consumer needs to be probed for insecurities, motivations, habits, prejudices
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