This presentation illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumersâ decision- making journey within the air care category. A quantitative study with statistical modeling was utilized, followed by mobile ethnography. This study resulted in deep mining, differentiated intelligence and penetrating insights that led to actionable, transformative opportunities.
This paper illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumers' decision making journey within the air care category. A quantitative study with statistical modeling was utilized, followed by mobile ethnography. This study resulted in deep mining, differentiated intelligence and penetrating insights that led to actionable, transformative opportunities.
Multicultural targeting is every global brand's dream. The market research firm Fresh Intelligence has developed a 'Glocalization Score' to measure values of global brands in six countries. An on-line survey with n=3000 respondents was held to identify leading country specific and brand-specific values. The 'Glocalization Score' model was developed to measure the correlation of brand values to country values. Strong significant correlation between Glocalization Score and Brand Strength illustrated that a brands' glocalization is critical for success, and glocalization efforts can be easily measured by research professionals.
This paper describes the philosophy -the rational investigation of applying Neuroscience and Psychotherapy in market research. The authors postulate that ancient wisdom and modern science can be applied to develop a research model that taps into the unconscious mind. The outcome delivers a groundbreaking research model providing deep understanding of the complex human brain in decision making and insights into a Meta system of knowledge. The innovation, approach and application of these multiple sciences in market research is groundbreaking.