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Craig Kolb

Marketing research consultant at Acentric
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.
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[2013 trends] South Africa's marketing research industry in 2013 and beyond
[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'. 17 Jan 2013 13:28
[2012 trends] Exciting period for marketing research in SA
[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. 17 Jan 2012 14:29
Augmented-reality print ads: Are they worth it?
[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. 27 Sep 2011 10:58
Building the Saab brand: BMW and other factors
[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. 29 Nov 2010 11:13
Will Google's advertising investment in Chrome payoff?
[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. 16 Apr 2010 12:03
Trust, the bedrock of future SA business success
[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). 18 Aug 2008 08:52
Re-evaluating the Net Promoter Score
[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'. 3 Mar 2008 08:55
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