ThinkGlobal Qualitative, an international alliance of marketing thought leaders, spoke with insights and brand professionals around the world and uncovered their top four challenges: Growth, Recovery, Innovation and Pivot (G.R.I.P.). We put our heads together with them to come up with ways to respond to those challenges. This lively panel discussion will include best practices for dealing with those challenges as well as questions and answers with attendees.
With increasing access to high tech 'smart phones' by consumers from the developing world, qualitative research need no longer stay within the rigid confines of twentieth century definitions of in-group homogeneity, focus group interviews, in depth interviews, or even physically present ethnography. Using the example of water, this paper explores the potential of harnessing our end-consumer family members' ability to use available technology, and presents a live hands-on picture of behaviour and innovations.
Brands that consistently do well in the market place are the ones that forge long term relationships with the consumer. These brands connect as they are anchored in powerful insights which trigger a positive response with the target audience. Powerful insights reflect the cultural imprints of a given environment. Despite its cultural diversity every nation is unified by certain cultural imprints which collectively trigger the passion of the average citizen. The authors have identified five hot buttons based on cultural imprints that have its moorings deeply entrenched into every Indian psyche. In fact they are deeply embedded into the DNA of most Indians. These combine to form a ceaseless flow of energy through a variety of patterns that seamlessly mesh into one another. The Hot Buttons that trigger India as a nation are Religion, Family, Politics, Cricket, and Cinema. These have a hologram effect. Even a fractional experience of each is representative of the universal whole. The Indian philosophy of 'great tolerance and inclusiveness' forms the basic fabric across all the 'hot buttons'.