Has technology invaded the domain of qualitative research? Are we, as researchers utilizing it to our advantage?This paper addresses the overall needs regarding reporting, conclusions, and an action standard, i.e. operational use of the qualitative research output; and the use of video clips, graphics and/or audio clips and provides an introspective look at using technology in qualitative research.
The last decade has seen the fruits of the oil boom materialize in the form of foreign brands, satellite TV, affluence and hence shifting mindsets. A new generation has appeared. Weaned on satellite TV, they have been afforded exposure to foreign culture - a window on the world - and this has caused them to re-evaluate their traditional values and choice of lifestyle. This problem has prompted us to look at segmenting consumers - beyond the traditional models based on demographics - to psychographics, moving into the realm of examining the two facets of a person - the public and the private self and his or her behavior on these two fronts. The resulting study, Arab as Consumer 2001, was based on 44 group discussions and 44 paired friendship interviews spread across the Arabian Gulf among nationals aged 16 - 45 years, from the socio-economic classes BC1 - C2. Four typologies emerged from this qualitative study.
The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour that is difficult to explain at the outset, but of immense interest to marketers. This paper aims to provide insights into the Middle East Arab consumer in terms of the core consumer values at a socio-cultural level. It also identifies key trends and changes in society, as well as the psychographic segments that have emerged, consequent to these changes. It provides cues for marketing, positioning and brand communication strategies that are in synch with the cultural milieu and therefore have more impactful consumer appeal.
In an environment of increasing product parity, the need to innovate has become critical. The key input for innovation is robust and insightful data from customers. Given this scenario, this paper explores the triggers and barriers that exist within typical companies in the drive to gain better customer insights to fulfil the end need of innovation. This has been illustrated using the simple but interesting scenario of trying to target non-Muslim customers for Islamic banking products and services.
Given that most multinational companies develop their products and services in the west their applicability for markets that are at a variance - cultural logistical or evolutionary - is suspect. This issue becomes more evident in the service sector where consumer contact is high. High product (and service) parity makes it important to give that extra smile or go that extra mile via innovations that take these differences into account. The author uses Geert Hofstedes cultural dimensions model as a basis to examine cultural and religious influences in order to help understand consumers mindsets and provide the analytical framework across studies conducted in the race to stay ahead.cult
This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level. It uses Geert Hofstedes cultural dimensions to understand consumer mindsets and attitudes towards technology. This would help marketers communicate and position their products to appeal to a wide variety of consumers with different levels of technological evolution.