We all recognise that storytelling is an important part of delivering research that moves both hearts and minds. We also see and hear a lot about great successes. But what about presentations that move hearts and minds but in the wrong direction? We don't hear much about those do we?We all know there is a huge market for bloopers as well as the great movies. So, we think it's time to hear about the research bloopers.This fringe event is all about what can go wrong in presentations. From the slides that don't make sense, the projectors that stop working, being attacked by a bee, writing 'this ad stinks' in your notes - but having them projected, having your flies open, having the wrong audience to some very heated arguments (all have happened to me.)Come along and tell us about your worst experience or even the ones you have heard about.Let's learn from our collective mistakes, let's remember we are a people business and where there are people there are mistakes. Let's have a bit of fun in the process too.Oh, and remember what they say: stupid people don't learn from their mistakes, sensible people learn from their mistakes but the really intelligent learn from other people's mistakes.
We are being tracked. As a 2017 study of more than 8,000 consumers across eight countries commissioned by Here Technologies and carried out by BuzzBack revealed, this paradox is also evident in respect of one form of personal information: location data. The research, summarised by the authors in this paper, showed that while most consumers share their location data with at least one application or service provider, the majority feels stressed or vulnerable when doing so and less than a fifth trust that their data will be handled properly.
We are being tracked. This study focuses on the past, present & a more autonomous future where consent regarding privacy on consumer's devices, and increasing consumer awareness and control of their privacy will be dramatically different.
Companies are investing in it, consumers demanding it, pundits applauding it . . . but what does Corporate Social Responsibility (CSR) really mean: to consumers as opposed to shareholders? Does it encompass fair pay to women? Reducing the carbon footprint? Purchasing inputs locally? Donating to charitable causes? Treating business partners fairly? How much do consumers really care? Even though Corporate Social Responsibility has existed for decades within some corporations, the answers are relevant to businesses across product categories to avoid wrath and create competitive advantage in a world becoming more transparent. If consumers care about CSR, then companies need to have ways to address their social responsibility. This presentation outlines some key consumer driven issues from original fieldwork conducted in the US, UK and Germany in partnership with Nestle and Research Now.
One of the significant issues facing brand owners is the successful introduction of new products and/or services to market. The importance of facilitating new product diffusion is increasingly important with the escalating costs of entry into many markets. One way of enhancing the chances of success is to target those who are most likely to try new products and have wide 'connected' networks. Such early adopters and opinion leaders may, it is hoped, then spread the word explicitly or implicitly through their purchase behaviour. This paper provides insight into this diffusion process in two ways: firstly a literature review of related research and, secondly, empirical evidence from original research undertaken in the United Kingdom, Germany and France.
This paper provides a prognosis for the future of internet research based on the attitudes, experiences and opinions of the buyers of research within the FMCG sector. The paper provides an understanding of the dynamics involved in the possible adoption process from conventional to interactive research. Given their work within the marketing research industry part of the information economy and involvement in the collection and dissemination of bits of information rather than physical products, the authors hypothesised that the marketing research industry will be more heavily impacted by this transformation than most. There are two ways of addressing this transformation. The first is from the supply side, measuring the extent to which research agencies are investing and responding to this challenge. However, the supply side was already well covered by papers at this and other conferences. Consequently, the authors felt a more valuable approach would be from the demand side, testing their hypotheses with empirical research to explore what users actually think about the future of research.
Relationship, one-to-one, and permission marketing are just some of the new marketing lexicon terms used to describe online marketing strategies. It appeared to the authors that although these terms were much in evidence, little empirical work had been undertaken to measure the components of such strategies. This paper describes the results from a unique pan-European research study designed to understand the determinants of one of the elements in these strategies: a sticky website. It provides an explanation of the construction and parameterisation of a unique stickiness metric and explains why such a metric is important in helping eCommerce companies optimise their marketing mix. Fundamentally it demonstrates why purely behavioural measures are not enough and why attitudinal measures are important.
This paper describes how Land Rover has focused on the development and application of the values of the Land Rover Brand. It highlights the need to be focused and driven by the customer, which requires the need for regular, timely and actionable consumer based research. This case study describes how by being passionate about the brand and the customer one can both survive and thrive in todays rapidly changing consumer environment.