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carlos Diaz Ruiz

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Researcher, Hanken School of Economics

56 points

Jan. 23, 2012

carlos Diaz Ruiz and 2 other people answered this question

Unusual content marketing situation. How would you approach it?

I am sure that authors would have great ideas. So i would suggest that you build a platform to support authors, like a micro-site. Co-create with authors, they will have plenty of ideas, involve them in building content, and use their own contacts as a ... more

Content Marketing

Inbound Marketing

Jan. 23, 2012

carlos Diaz Ruiz and 2 other people answered this question

What are some of the traditional methods you use to talk to customers?

Mistery Shopper. Just pretend that you are a regular shopper, get into your store/service, and be there. See people, and speak with them. Be casual, but do not lie, if someone asks you if you are part of the company, say yes, and that you ... more

Customer Conversations

Customer Feedback

Jan. 22, 2012

carlos Diaz Ruiz and 6 other people answered this question

Why is social media so disruptive to traditional marketing?

Is it disruptive or just misunderstood? as a new type of media, the challenge, in any case, comes to the "Integrated" part of Marketing Communications (IMC). IMC claims that a firm should have a consistent communication across all media channels. However, the nature of new ... more

Jan. 22, 2012

carlos Diaz Ruiz and 17 other people answered this question

Should salespeople drive marketing, or should marketing drive sales? Who should be at the wheel?

I believe that there are certain conditions which make either sales, or marketing, to be better suited to lead the commercial effort. These considerations are determined by how value is created.
In industrial markets, where relationships are more important, because orders are placed on a ... more

Jan. 18, 2012

carlos Diaz Ruiz and 8 other people answered this question

What are the top things 3-5 things that buyers should know about marketing automation?

Only 1: Worry about your marketing practices first, polish them, get them right; and only then, figure out which recursive processes can be automated. more

Demand Generation

Jan. 4, 2012

carlos Diaz Ruiz and 24 other people answered this question

POLL: What do you feel is social media's biggest pitfall?

6. Overrated. Do not get me wrong, Social Media is useful, but it is not an all-solving panacea. Managers and consultants seem to think that social media is "The" answer. The pitfall is that managers begin to see that their investments do not pay off ... more

Online Marketing

Dec. 29, 2011

carlos Diaz Ruiz asked a question

A deceivingly naive question: What is your market?

General Management

Dec. 29, 2011

carlos Diaz Ruiz and 13 other people answered this question

Is offering discounts the right strategy to attract customers?

It is a context-dependent answer. In Fast Moving Consumer Goods, like milk for instance, if your inventory is too high, and the shelf life of milk is getting over, a discount might be in order. Better a discount than to waste the whole production. Airlines ... more

Dec. 29, 2011

carlos Diaz Ruiz and 1 other person answered this question

How can you measure the ROI on qualitative market research?

I think that asking for ROI might not be the more interesting question to ask. While it might theoretically be doable, the research part, as such, is seldom relevant. What is relevant, in contrast, is the applications of those insights. If you use insights to ... more

Market Research

Qualitative Data

Dec. 29, 2011

carlos Diaz Ruiz and 1 other person answered this question

How common is it for market research firms to purchase research from other firms?

Yes it is common. An ad-hoc firm may very well buy an industry report produced by a second company. The focus of the report would be industry level, whereas the ad-hoc firm is interested in solving a particular company problem.
On the other hand, it ... more

Business Research

Competitive Intelligence

Market Research

Dec. 29, 2011

carlos Diaz Ruiz and 4 other people answered this question

When developing a new product/ service, when is the right time to survey the target market?

Always, I would say. You should focus on the goal, not the mean. After all, what you want is feedback from your innovation, the survey, instead, is a mean which may be relevant or not.
The goal, after all, is feedback for the innovation. Then, ... more

Market Research

Product Testing

Dec. 29, 2011

carlos Diaz Ruiz and 17 other people answered this question

Are surveys and polls still a valuable tool for learning from customers?

I would answer with a counter-question: For which setting?
In industrial settings, both surveys and social media are overrated. With a small number of players in a business category, personal relationships are valuable. When the number of important actors is relatively small, deep interviews to ... more

Customer Service

Customer Conversations

Customer Experience

Nov. 11, 2011

carlos Diaz Ruiz and 11 other people answered this question

Who else is considered a social media scientist like Dan Zarella?

You pointed out one of the greatest problems with marketing. This is such a big problem that marketing is getting marginalized from Top Management discussions. More and more, CEOs have financial backgrounds instead of Marketing backgrounds. This is, in large part, because Marketing, unfortunately, is ... more

Social Business

May 31, 2011

carlos Diaz Ruiz and 2 other people answered this question

Market Researchers: Should gender be a necessary profiling segment in B2B research studies?

@Rob. I of course understand your argument, and it makes all sense from a positivist perspective. Yet, in order to clarify my position please let me build upon an hypotetical example. Please bear with me:
Imagine that it is 1901. Imagine for a moment that ... more

Business Research

May 30, 2011

carlos Diaz Ruiz asked a question

What can market research tell us about a market?

Market Research

May 30, 2011

carlos Diaz Ruiz and 5 other people answered this question

Market Researchers: Is qualitative research more effective in B2C market research than B2B?

Qualitative and Quantitative research has different ends. Different purposes, and different means. With quantitative you search for explanations and generalizations, with qualitative you want to understand and find meanings. If you have a very limited number of players in a B2B context, why would you ... more

Market Research

May 27, 2011

carlos Diaz Ruiz asked a question

What does the concept "market" really means?

Market Research

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Business Research

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Market Research

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