Dr. Nikolai Reynolds, Director

Nikolai Reynolds

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Thought Leadership

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Nikolai Reynolds and Sonja Giesemann in Ipsos Whitepaper, 08/2015

Sustainable (i.e. good and stable) supply chain relationships provide competitive advantages for all partners. They are crucial for sustainable growth. Unlike many industries, market research has yet to explore vertical B2B-relationships for sustainable development. We propose a model of properties and influencing factors that provide evaluation criteria and operational conduct to foster sustainable relationships. This paper provides a hands-on perspective on the abstract concept of sustainability for the market research industry.
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Dr. Nikolai Reynolds und Frank Schüler, Point of View, September 2014

Absatzprognosen helfen Unternehmen, das Risiko einer erfolglosen Produkteinführung und der damit verbundenen Investitionsvernichtung signifikant zu reduzieren. Damit eine Absatzprognose eine hohe Schätzgüte liefert ist es zentral, dass alle relevanten Einflussfaktoren auf den Erfolg beziehungsweise auf den Misserfolg eines Produkts berücksichtigt werden. Zentral stehen hier die Berücksichtigung des Kaufprozesses und des aktuellen Wettbewerbs im Vordergrund. Dieser Artikel zeigt auf, wie wichtig das Einbeziehen des Kaufprozesses und des Wettbewerbs für das Erlangen von Prognosen und von Benchmarks für Neuprodukte und Line Extensions ist.

Jason Brown in Ipsos Point of View, 01/2014

While mobile payment solutions are not expensive, there are several barriers to adoption that differ by maturity of market. This paper offers five lessons learned for launching emerging category products that financial services marketers can apply to their innovation process today:
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Barbara Garau, Ipsos IQ and Louis Rougier, Ipsos UU in Ipsos Point of View, 07/2013

These are just some of the words that come to mind when we think about the fuzzy front end of innovation. While the term “fuzzy front end” has been popular since the early 1990s, a universal definition still does not exist. The term itself can take different forms – Front End of Innovation, Phase 0, Top of Funnel and Pre-Project-Activities. So, it’s not surprising that what is supposed to happen during the fuzzy front end can be a bit hazy.
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Dr. Nikolai Reynolds in Point of View, Mai 2013

This document details an analysis of 22 product tests in which two products have been evaluated by consumers in each study. The objective of the study was to understand if the adoption of sequential designs improves data sensitivity and discrimination in comparison to a monadic design. It also examines how order effects can be exploited to improve recommendation in product development. In addition, a “second position effect” is revealed which can be further utilized to improve product testing results.
PDF (~ 1.18 MB)

Dr. Nikolai Reynolds in Ipsos Whitepaper, 05/2013

•This document is designed to give you an overview of France, its people and some of the key issues and trends Ipsos is observing
•The core source of information is Ipsos own research and understanding of this country‘s culture.
•Following a brief introduction of some background information on France, our discussion has two main parts:
─„Big Ideas“: insights into French culture and consumers
─Implications for research

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