SKIM’s Spring 2013 Marketing Research Webinar Series
SKIM, an international market research agency, will kick off its 2013 Spring Webinar Series with “Using social media in a ‘brandless’ category,” presented by communication and social media research expert Sourabh Sharma on Thursday, February 28. Registration for the entire series is available at http://skimgroup.com/webinars.
February 28, 2013
Presenter: Sourabh Sharma, communication and social media research expert
Digital communications is today’s leading marketing force, owing to the fact that consumers have candid conversations about brands online. Yet, it is especially challenging to derive insights in a category where there is brand saturation, or where the category overpowers the brands themselves, making it virtually “brandless.” Illustrated by a butter/margarine category case study – and touching on the fundamentals of social media research – Sharma will show attendees how to revitalize digital communications with greater effectiveness in “brandless” categories.
March 14, 2013
Presenters: Paolo Cordella and Stefan Ammerlaan, Research Consultants
Consumer choices are getting more complex in the face of wide-ranging options and opportunities to personalize. This poses an ongoing challenge for marketers seeking to offer the right product configuration at the right price. We can now model and predict complex consumer choices, such as through menu-based or personalized offers. Menu-Based Conjoint (MBC) is an optimal methodology marketers seeking an optimal product configuration. Featuring an entertaining fictional, non-technical case study, attendees will learn about this new methodology, the special insights it yields, and the scope of its application.
March 28, 2013
Presenter: Laura Dekker, project manager healthcare
Increasingly, medical nutrition solutions are being developed to treat or prevent diseases like diabetes, Alzheimer’s, sarcopenia, HIV and obesity. Previously, drugs have been predominantly prescribed for these conditions, while medical nutrition has been traditionally used only to address malnutrition. Medical nutrition is therefore not yet perceived as an obvious solution to treat or prevent diseases. Successfully marketing these products presents numerous challenges. Join the presenters as they share how you can take on the challenges of marketing medical nutrition.
April 11, 2013
Presenter: Juan Andres Tello, regional director consumer Americas
The consumer insight process brings together multiple stakeholders working towards one goal: making better business decisions affecting consumers. However, interactions between practitioners can hinder the process. Differing skills, individual agendas and conflicting visions of “success” can sometimes make the process rocky and less effective. This story brings together three unfiltered views of the insights world – from a client, researcher, and consultant – providing an honest look at what we should learn from each other to make the process seamless, become more well-rounded practitioners, and ultimately drive impactful decisions and strategies.
April 25, 2013
Presenters: Hannah Baker Hitzhusen, director healthcare, and Daisy Lau, project manager healthcare
SKIM recently implemented and managed a global online bulletin board in 10 different countries with the goal of generating new product ideas and marketing solutions for a client. Full respondent engagement combined with total moderator immersion resulted in a deep exploration of the respondents’ working environment and daily activities. Hitzhusen and Lau will share and discuss what continuous online engagement can offer over traditional qualitative research.
May 9, 2013
Presenters: Juan Andres Tello, regional director consumer Americas, and Daniela Piacenza, account director
Setting the right price is vital for every company. It allows you to communicate your brand’s value in relation to competitive offerings and is therefore a major marketing lever. The question remains, though: How far can one go in increasing price while still maintaining the perceived value of the brand? Over the past 5 years, SKIM has carried out more than 200 pricing studies covering 18 different countries, more than 7,000 SKUs and about 500 brands in 45 product categories. Tapping into this wealth of information we have sought to create a database to leverage knowledge and identify behavioral trends on pricing. Join Tello and Piacenza for this webinar in which they will reveal the three main factors which drive price elasticity.
Founded in 1979, SKIM is a dynamic and rapidly growing market research agency with offices in New York, San Francisco, Rotterdam, Geneva and London. Combining market-specific expertise and knowledge of advanced research methodologies, SKIM is a valued partner for multinational companies in consumer packaged goods, healthcare, consumer health, telecommunications, technology and financial services. Leading companies around the globe rely on SKIM researchers for strategic guidance on pricing, communication and new product development.
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