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Market Research Techniques for Better Marketing and Business Decisions - GrandView PDF Print E-mail
Wednesday, 18 October 2006 12:20
  
 
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Ellis Porus
Milton Ellis & Joe Porus, VP Senior Consultants, Harris Interactive
Webinarplay
Download: Audio MP3 | Slides
About the Webinar:
The presentation will cover Predictive Segmentation, Strategic Cube, and VISTA™. Predictive Segmentation uses an approach that considers customer/client attitudes; pass, current and intended behavior, and current and future needs to predict how well a company will perform relative to its key competitors in current and emerging markets.

Strategic cubic is a powerful analytical tool that can be used to evaluate various aspects of a product or service directly against its competitors. The motivating power of each attribute/benefit combined with the ratings for the company and the competitor helps identify the most promising positioning and strategic opportunities.

Finally, VISTA™ (Values in Strategy Assessment) is a specialized research technique that focuses on identifying the consumer "values" (or emotional motivations) linked to specific personal decisions. VISTA™ research lets you know what matters to the people you are trying to reach ... it tells you why your product or service is relevant to the marketplace.
What you will learn:
• A segmentation approach that truly differentiates your competitive advantages and challenges in current and emerging markets.
• How to create a blue print for action along each of your competitive fronts to maximize your strengths and mitigate your weaknesses.
• A way to identify the underlying values that are motivating your customer's purchase beyond features and benefits. Have you ever wondered why you lose sales when you clearly have the best performance and price?

About the Presenter:
Joe Porus joined Harris Interactive in 2001 and is responsible for overseeing the technical analysis and adding industry knowledge/ insights for all Telecom accounts. In his role as Chief Architect, he works directly with the Sales Team, Methodologists and Researchers to deliver high octane results and recommendations!

Joe has over 23 years of experience in Telecom and Market Research. He began as a System Engineer - PBX and held a variety of technical positions with AT&T and Bell Labs (in Microelectronics, Data Systems and Consumer Products.) Later he moved into Product Management posts and lead market research teams for the Business Products Division and International Long Distance Group. Since 1994, Joe joined Lucent Technologies and led their Global Wireless Market Research Group. Joe holds a BS in Mechanical Engineering and a MS in Telecommunications Technology from the University of Chicago (AT&T Honors Program) He has spoken at numerous Research Seminars and Symposiums.


Milton Ellis joined Harris Interactive in 2004 and is responsible for providing industry knowledge and insight and technical analysis for Technology clients. In his role, as Vice President & Sr. Consultant, he works directly with the Customer, Sales Team, Methodologists, and Researchers to ensure delivery of high quality results and actionable recommendations that enable clients to achieve their strategy goals or initiatives.

Milt has over 25 years experience in IT technologies and market research. Milt began his career as an engineer designing and developing computer interface cards and software for in-house projects at Bell Telephone Labs. Later, Milt moved into sales and marketing management positions for companies such as Tektronix, Hughes Aircraft, Racal-Redac, and Allied-Signal. Milt holds an MBA from Pepperdine University and a BS in Electronics Engineering Technology from DeVry University.
 

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