Download April 2011 - Marketing Research and Intelligence Association

The marketing research and intelligence association
Quebec chapter
MRIA Bulletin
www.mria-arim.ca
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Upcoming Training and Events
Breakfast conference: research for
the protection of wolves in Mauricie
When: Thursday, April 28th, 8 AM to
10 PM, in Montreal
By: Marie-Andrée Leith, Senior
Analyst in social sciences, Parks
Canada
During this conference you will have
the chance to hear Marie-Andrée Leith
talk about social science research for
the conservation of the eastern wolf in
Mauricie’s National Park. Since 2001,
the eastern wolf is considered an
endangered specie in Canada.
Following an ecological study on the
wolf in the park, a communications
program was established to educate
audiences about the importance of
wolves in the ecosystem: trappers,
hunters, park area residents, visitors
and school groups.
A research project was initiated to
shed
light
on
these
groups’
perceptions, attitudes, knowledge and
attitudes towards wolf conservation.
MRIA – April 2011
For the Park, this five-year project
(2005-2010) gave way to opening
discussion with the public and regional
communities that have perceptions
that differ from those of the park. In
this presentation, we will speak of the
wolf ecological study, the approach
advocated by social science research,
results as well as future actions.
2011 Student Contest
The jury is currently evaluating
candidates’ entries for the 2011
Student
Contest.
Watch
your
calendars, a cocktail will be held early
May to mark the unveiling of this
year’s 3 winners. They will be awarded
prizes of $3,000, $2,000 and $1,000.
We will send you an invitation soon!
Moderators’ Training
Guylaine Ally-Bakerdjian will give a 4day training to those who aspire to
become moderators in marketing
research, or wish to refine their
techniques. Participants will have the
chance to learn projection techniques
and implement them along with real
respondents.
The next session will be held this
spring, depending on demand of
participants.
For more information or to register,
please contact Daniel Brousseau at
(514) 935-7666 ext 239
More Education at Your Fingertips –
Accessible Anytime, Anywhere!
• Introduction to Marketing Research
• Ethical Issues and
Marketing Research
• Marketing Research
Applied Course
Privacy
Design:
in
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News from the board
Three new members recently joined
the board of directors of the Quebec
chapter. They are Linda Diluzio from
Bell, Stéphane Rivard from Incidence
recherche and Teymour Azar, from
cube Marketing.
Thank you for your involvement and
welcome to the board!
The Forum bulletin is looking for
sponsors
We are still looking for sponsors for
the Forum bulletin this year.
Published 10 times a year, the bulletin
keeps you informed of the MRIA’s
latest activities in Quebec and allows
us, among other things, to present to
you the Readings section from
journalist François Perreault.
To find out more, you can contact
Michel
Saulnier
at
[email protected]
• Qualitative Marketing Research
Challenge
Tests
are
available for the above
courses.
also
Core
Passing the test earns you credit
for the course!
Register in the MRIA Portal
Page 1
The marketing research and intelligence association
Quebec chapter
MRIA Bulletin
www.mria-arim.ca
READINGS
By François Perreault, journalist
Retail Marketing and Branding
retailers understand that a strong
brand is more than brand awareness.
To achieve this, the two McKinsey firm
specialists
consulted
thirty
practitioners.
They
answered
questions about the combination of
traditional
marketing
and
new
practices, identifying the changing
needs of consumers, the pertinence of
investing in local operations against
the use of social media, the effective
use of various contact points, etc.
Retail Marketing and Branding: A Definitive
Guide to Maximizing ROI, Jesko Perrey et
Dennis Spillecke, John Wiley & Sons,
2011, 318 pages $66.
http://ca.wiley.com/WileyCDA/WileyTitle/pr
oductCd-0470979666,descCddescription.html
Retailers know that their clients often
use the Internet to gather information
before visiting them, then post details
about their shopping experience online
as soon as they are back home.
Retailers also know that viral
marketing, one on one marketing and
customer data management are now
essential tools.
However, with the speed at which
marketing is evolving, some are no
longer able to follow and they question
their
investment
in
marketing
communications, judging it is an
expenditure that is ultimately not worth
it. According to the authors of this
book, this demonstrates that retailers
still believe in a strategy of price,
circulars and pamphlets, and do not
yet grasp the issues related to
branding. In addition, many of them
are still marketing "by ear" and
operate by instinct rather than trying to
accumulate evidence in order to guide
their actions.
Jesko Perrey and Dennis Spillecke
therefore propose guidance to help
them make the right choices and make
MRIA – April 2011
Tell to Win
In Tell to Win, Peter Guber, Chairman
and CEO of Mandalay Entertainment,
explains that stories, whether for
consumers,
shareholders
or
employees, must be a part of a
strategy if one wants to achieve a
satisfactory result. After all, since the
objective of a joke is to make people
laugh, stories told in a business
context must also have goals.
"Do not be happy with just statistics,
data, financial results and that kind of
information," says one who has also
led Sony Pictures. Instead, include
them in a touching story through which
this information will be more
convincing."
For him, some goals are essential in
this regard: quickly captivate the
audience, motivate them by building
on
authenticity,
emphasize
the
benefits they can obtain, transform a
passive
audience
into
active
participants
and
ensure
public
engagement by seeking strong
emotions, then by getting them to
carry your words.
To support his approach, the author
consulted several people who often
need, each in their area, to tell
compelling stories: the founder of
YouTube Chad Hurley, the former
South African President Nelson
Mandela,
the
magician
David
Copperfield, the filmmaker Steven
Spielberg, etc.
In the last few years, various
observers reported the need for
brands to know how to tell stories.
According to them, they are used to
draw attention and set the table to
establish
relationships
between
consumers and products aimed at
them.
Tell to Win: Connect, Persuade, and
Triumph with the Hidden Power of Story,
Peter Guber, Crown Business, 2011, 272
pages, $26.
http://www.randomhouse.com/catalog/displ
ay.pperl?isbn=9780307587954
But a story leads to nothing if it is not
accompanied by a specific objective.
Page 2
The marketing research and intelligence association
Quebec chapter
MRIA Bulletin
www.mria-arim.ca
What I Didn't Learn in Business
School
What I Didn't Learn in Business School:
How Strategy Works in the Real World,
Jay Barney, Patricia Gorman Clifford,
Harvard Business Press, 2010, 288 pages,
$25.95.
http://cb.hbsp.harvard.edu/cb/web/product
_detail.seam?E=2312173&R=12708-HBKENG&conversationId=172480
Enchantment
Justin Campbell is a recent graduate
with an MBA from the University of
Texas. He works at a consulting firm in
which leaders are often divided, for
reasons of purely personal benefits,
on the strategies to deploy for their
clients. Placed in a position of having
to implement one of these strategies,
he is stuck, because nothing of what
he learned in school is suitable for real
world business. Why? Because it fails
to take into account all aspects,
primarily those related to human
factor.
Although fictional, the characters are
realistic. Its authors (a consultant
and… a university professor) sought to
equip current and future policy makers
to address the shortcomings of their
education. Indeed, they believe that
many human and “office politics”
elements
are
not
sufficiently
considered in the training of future
decision makers.
Human nature, internal tensions,
personal
ambitions,
individual
personalities,
weaknesses
and
aptitudes are ubiquitous in this volume
which is very practical, despite its
fictional story format.
MRIA – April 2011
In this regard, he estimates that the
enchantment can even find its origin in
conflicts. He writes that you will avoid
conflicts if you demonstrate honesty
and transparency at the outset.
For this former chief evangelist of
Apple, co-founder of Alltop.com and
author of nine books (including How to
Drive Your Competition Crazy, Selling
the Dream, and The Macintosh Way),
driving a BMW, using an iPad or
visiting
a
Sephora
store
are
experiences
that
provide
such
enchantment.
His approach is not limited to
consumption as an entire chapter
discusses how to enchant your boss
or your employees. He also offers tips
to know ... how to resist enchantment.
Enchantment: The Art of Changing Hearts,
Minds, and Actions, Guy Kawasaki,
Penguin Books, 2011, 240 pages, $26.95.
Ideas of consumer engagement,
emotional connection or even close
relationship are conveyed strongly in
recent years in the field of marketing.
Guy Kawasaki pushes the concept
further by offering to enchant the
consumer. He defines enchantment as
what to put in place to satisfy people
with a product, service or idea. This
leads to a voluntary long-term
engagement that benefits both parties.
For him, this is the "purest form of
sales and marketing."
In his latest book, he explains that in
any business or personal relationship,
the goal is not to obtain something, but
to encourage voluntary action by the
other party. Therefore one must take
into account their goals and desires,
then show them our likability and our
trustworthiness. It is that way, he
believes, that it is possible to change
feelings, moods and intentions.
http://us.penguingroup.com/nf/Book/BookD
isplay/0,,9781101467657,00.html?Enchant
ment_Guy_Kawasaki
Position Available
To post a job, contact Catherine
Castonguay, MRIA secretariat, at
(514)
935-7666
ext
243
[email protected]
To reach us…
You can reach the MRIA secretariat at
(514) 935-7666 extension 243.
Catherine Castonguay will be happy to
answer your call.
Page 3