We are in the midst of a economic crisis: the worst recession in 100 years and which may rival The Great Depression of the 1930s. This crisis demands new market research: new methods of data collection, new respondent engagement, new analysis, and new relevance to marketing and social decision-making. This presentation will focus on responses at a psychological level: how people are coping emotionally and socially in their families and communities. People are changing from 'consumers' to 'citizens' with major impacts on consumption patterns, responses to brands, communications, and future values. Even after the crisis winds down its impacts will remain with us.
China is the greatest and most challenging new frontier facing international marketers today. It goes without saying that China is the major challenge for the 21st century with a population of 1.3 billion, GDP of RMB 24,661.9 billion ($3,570.33 Billion) and growth rate of 11.4%. Many studies show the current and future extent of Chinese impact on the world economy and with its massive internal market for goods and services. But sheer volume and econometrics are not all that matters. At the end of the day it is winning the hearts and minds of the Chinese consumers that represent the real frontier in China, and as we show in this paper. This is a frontier which will influence the world at large. This paper uses original qualitative and quantitative research to get a deep understanding of both modern and traditional Confucian values held by Chinese consumers and how these values are changing. We will present a new segmentation of the Chinese consumer. It will also comment on how this impacts on brand marketing in China.
This presentation provides an analysis of the emergence, evolution and future of qualitative market and social research, based on a review of its history in terms of the psycho-social, political, economic, marketing, and technological changes over the last 60 years. The analysis is supported by key practical applications, seminal articles, and interviews with leading practitioners and major client buyers' expectations for the future. The prediction of excellence in the years to come and potential pitfalls are reviewed.
This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK .This ad campaign promoted a Golden Jubilee competition run by Surf. The issue being addressed was the extent to which the tone of voice and communications of the brand advertising was complemented by the tone of voice of the medium in which it was placed. Surf is a laundry brand positioned in emotional terms as a friendly, playful, extrovert, fun brand and the advertising execution was playful and humorous. The Sun, as the most popular tabloid newspaper in the UK, is also positioned as playful, fun and extrovert. The question posed for research was the extent to which there was emotional synergy created by the media placement and whether this could be measured and indeed quantified.
Current concepts of brands pay full attention to the rational and symbolic but often overlook their sensory, experiential or synaesthetic aspects. This paper helps open up this complex and fascinating topic by identifying the principles of Synaesthesia which are integral to experience of brands. A number of qualitative methods are described for accessing Synaesthesia in brands and consumer experience, together with a range of case studies to amplify and illustrate the effects. What the paper demonstrates is first, an enriched view of what brands are in everyday life; second, very practical conclusions for positioning, communication, NPD; and third, a rich addition to qualitative techniques and practice, which leads to new views of the holistic, inter-connected world in which brands and consumers live.
Risk-taking is central to modern business, and the source of energy which drives wealth creation. Understanding and predicting risk therefore places market research squarely in the boardroom, instead of tinkering on the sidelines. The results of ongoing global studies on attitudes to risk, consumer priorities, global brands and globalisation, and investor/consumer behaviour are described. Market research needs to be about risk-reduction, risk-taking, and conscience, for the benefit of consumers, corporations and society as a whole, to ensure its significant place in risk management.
This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand. The paper considers what is understood by 'a CRM strategy', followed by a brief review of current thinking about brands. In synthesising these two discussions, the case is made for market research to play a powerful mediatory role in the creation and delivery of brands by means of a CRM strategy. Critical to this is the view that effective CRM needs to integrate the perspectives of both organisations and consumers.
Marketing and consumers have changed since Projective and other Elicitation techniques were introduced into market research half a century ago. The objectives and rationale for employing them then maybe less valid now. Equally, the wholesale, systematic application of these standard techniques may mean we are not achieving their full potential in their interpretation or application to contemporary marketing issues. On the other hand, there are new pressures and competitive forces operating that require a different insight into consumers. This paper looks at the new methods and skills needed in the pantheon of Elicitation techniques and raises questions for discussion about improving research practice.
Advancing technology, global competition, fragmented and demanding markets, the internet, and the growing power of consumers are major forces, placing intense pressures upon local and global management to understand and better meet the needs of consumers. This paper evaluates the benefits of ethnography observational research in contributing to management consumer understanding. We illustrate the everyday lives of Asian and western consumers with case studies, video clips and analyses, and demonstrate the power of the ethnographic approach to new product development (NPD), branding and communications. Consumers are often unwilling or unable to expose their personal lives in interviewing, and observational research permits direct contact with real Asian everyday life behaviour.
The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations, their needs, values and social behaviours at a micro, group level of influence. Differences in consumer social behaviours vary by context, emotional attachment to in-groups as role models, and the underlying meanings that are applied to them. Individualism-collectivism offers a deeper understanding of the psychology and needs of the Eastern European Consumer, which can be applied to marketing and advertising issues. Directions for further research are discussed.