Implicit Theory principally addresses the marketers need for diagnostic problem-solving. It explains why people behave as they do, at different times in different situations on different occasions, in order to satisfy different need states. Also, in the hands of a creative researcher, implicit theory provides some guidance in anticipating needs that consumers might not know they have. The start-out position is the belief that consumer behaviour is not random (not even impulse buying). Rather, it is driven by systematic, dynamic forces within the consumer, that are embodied in human behaviour and human society. There are implicit reasons that drive consumer behaviour. Consumers may not be consciously aware of them. These reasons may not be and, often are not rational. Or, indeed, they may be a mixture of the rational and the irrational or emotional. They result from an internal, dynamic energy that is implicit. In other words, it is inherent and continuously present in human behaviour and in consumer behaviour.
The Monograph will try to explain what is meant by 'quality' and how it may be achieved and improved upon. Its contributors argue that to achieve real quality requires discipline - in the design, execution, analysis, interpretation and presentation of qualitative studies and their results. It requires the acceptance of certain rules that guide what should be done; and it requires the rejection of practices or 'sins' that mitigate against quality. It requires both a sense of order and of creativity, two notions that might appear to contradict but, when truly aligned, are indeed complementary.
This paper has two parts. The first deals with the theory of qualitative research and is based upon an earlier paper in the 1987 Monograph on Qualitative Research published by ESOMAR. The second part is based on two further papers, one in the same Monograph and the other in the 1993 Proceedings of the ESOMAR Qualitative Research Seminar held in Rome.
The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The work of David Aaker, a major contributor to the whole area of brand equity is discussed in detail, and some of Aaker's ideas have been developed in order to establish a practical method for determining the 'fit' (Aaker) between a mother brand and the object of its intended extension. An approach to measuring fit, using an implicit model of personality, was employed to show (a) whether 'brands' of banks present in Turkey would be able to successfully stretch into different financial services; and (b) whether different brands of milk could stretch into other milk- based product categories. The amount of data generated from this R & D study was enormous and only a small number of examples can be discussed. In the case of financial services, automatic teller machines are looked at to see if bank brands could stretch into providing an Automatic Teller Machine service. In the case of milk-based products, butter and margarine are considered.
From the standpoint of engineering (or designing) products, the case is argued for a marketing research approach that: identifies the key needs of different target groups and sets out to match them and satisfy them, within the product offer itself, and via an appropriately-focused communication strategy determines the brand images of a proposed new product and its main competitors to understand how brands differ and discover what their strengths and weaknesses are established where and how a new product matches the needs of its target markets on key attributes and how it can best communicate these via a holistic, integrating, discriminating, dynamic and actionable Implicit Model of products, brands, consumers and communication. Case histories of the automotive market are cited as evidence of success.
The measurement and monitoring of brand image is a major requirement of marketing management and a major preoccupation among market researchers. It has been for almost fifty years. The ways in which brand image is measured have not changed much in that time. However, markets and consumers have changed. And while the technology available to market researchers has been limited, recent developments now enable brand image measurement to be approached in a more meaningful way. Nowadays, markets are more complex. Everyday life is more complex. Brand choice is greater, competition is fiercer and brands are more similar in terms of their benefit bundles. It is argued that brand image measurement needs to be approached in a way that more directly relates to how consumers choose brands - on the basis of both rational and emotional considerations and by taking account of mode and situation. This will result in brand image data that can be used in tactical and strategic marketing decisions. A system of measuring brand personality and brand identity, the two quite separate components of brand image, is proposed. It uses an implicit personality model. Two different case histories are shown. One looks at the beer market; the other treats Conventional medicine and complementary medicine therapies like Acupuncture, Homoeopathy and Osteopathy as "brands".
The paper looks at traditional ways of segmenting consumers and suggests that, with increasingly complex markets and with changing patterns of consumer behaviour, they are inadequate. A new approach to segmentation 'modal' or 'dynamic' segmentation is described based on the implicit system of research. Three examples are shown of how modal segmentation was carried out.
The paper suggests qualitative research is due for a reappraisal and this should take place in a broad context that considers both qualitative and quantitative research. It discusses qualitative/quantitative distinction and a two-level, six- category classification of qualitative research. It argues that description and diagnosis apply to both qualitative and quantitative research; but to tactical and strategic approaches respectively. These should be determined by the objectives of research. It demonstrates that via interaction, integration and linkage it is possible to go from description and measurement of behaviour to achieving insight and the ability to provide actionable information.
The paper argues that: (I) A successful market segmentation study requires the application of structure and a proper integration of qualitative and quantitative research. Also, that the prime emphasis should be on actionability. (II) Lifestyle and value-based segmentations are too general to be of great use in category specific studies. Also, their international application is limited as lifestyles vary, internationally. (III) The growing phenomenon of 'consumer' schizophrenia' makes lifestyle increasingly less useful in market segmentation. (IIII) Well-developed psychological segmentations, that relate to a specific market or product category, are more diagnostic, more predictive and more actionable, on a global basis.
In this paper, the authors describe a method that has been tested for many years. It offers a means for testing and evaluating the sales effect of price decisions based on consumer survey data at various price levels before the product's new price has been released to the market. Thus marketing companies can evaluate pricing decisions without revealing their intent to the competition. We have been able to test, as part of the BASES system product concepts and/or products with various price levels by using the unique calibration data base to evaluate the price impact on potential trial and repeat purchase. Manufacturers have the opportunity to estimate price elasticity at trial, as well as obtain estimates of repeat purchase and sales volume before product prices change in the market place.
The paper comments on qualitative research as it is carried out at present in Europe according to different 'styles'. What is referred to as the "new" qualitative research is discussed and the view expressed that it has emerged from dissatisfaction felt by many professionals with the superficiality of much qualitative work; that it is a synthesis of old and new ideas incorporated within an eclecticism deriving from several related disciplines. Major influences from within and outside the market research profession are examined and the more important techniques in use, the so-called psychoscopic techniques, are discussed.
This paper is concerned with applications rather than techniques per se. That is, with the results of using some of the techniques Sampson described, in several different product category and service fields. Our emphasis is on added value - the belief that additional information and insights are gained from the application of the techniques used, the insights they provide and a belief in the need to operate within an integrated framework for qualitative research, which we have called BASICS.