Craig Kolb owns Acentric Marketing Research (www.acentric.co.za), which conducts marketing research in the areas of new product research, brand equity, customer satisfaction/loyalty, employee commitment, stakeholder satisfaction and public opinion. He is widely published, having written numerous articles and conference papers on marketing research for both local and international conferences. Contact Craig on tel +27 (0)12 683 8832 or email . For the survey panel, go to www.surveycentric.co.za.
Craig Kolb owns South African marketing research consultancy Acentric Marketing Research, which conducts marketing research in the areas of new product research, brand equity, customer satisfaction/loyalty, employee commitment, stakeholder satisfaction and public opinion.
Craig has over a decade of experience in the field of marketing research and his areas of expertise include: research management, statistical analysis, marketing research methodology, questionnaire design, interpretation and report writing.
He is widely published in the area of marketing research, having written numerous articles and conference papers for both local and international conferences.
[Craig Kolb] It seems we are at a point where technology advances so quickly, it is almost unsettling. Of course, it is a matter of perception but, for what it is worth, my subjective experience over the past five years has been one where a disturbingly high number of 'impossibles' have suddenly become 'possible'.
[Craig Kolb] We are in the middle of an exciting period in the marketing research industry, with a number of major shifts taking place that affect how research is done. The web in particular has led to multiple developments which threaten to topple the cherished technologies and techniques that have dominated the last two decades.
[Craig Kolb] Fred Reichheld, an American loyalty guru, has argued that the days of customer service satisfaction surveys are over (Reichheld, 2003). Instead we should only be measuring customer loyalty. According to Reichheld, all that is necessary is a single question, which he labels 'The Ultimate Question'.
[Craig Kolb] At least part of the reason for the success of Western economies in the later stages of capitalism could be attributed to the accumulated trust in institutions and a democratic climate which guaranteed property rights (Hou and Hou, 2002).
[Craig Kolb] In September 2008, Google Chrome was released to the world as an alternative to Microsoft's market leading Internet Explorer. Americans have since been subjected to an unprecedented barrage of advertising which, fortunately or unfortunately, we seem to have escaped in Africa.
[Craig Kolb] BMW's partnership with Saab, announced last month, drew a large amount of positive press attention for Saab. As the larger partner, BMW has little to worry about in terms of the effect on its brand equity; however, the Saab brand is in a more precarious position.
[Craig Kolb] In the May 2011 issue of CAR magazine, a new type of advertising was introduced - augmented-reality print advertising. The advert in question was a double-page spread, advertising a Mercedes CL63 AMG. It combined print with online content in a novel way. Acentric conducted an ad test with 79 members of the Acentric online panel, in order to examine the adverts performance.