Unilever wished to invest in Comfort, the flagship fabric conditioner brand, to build a strong fragrance property. Ipsos UU partnered with Unilever on a unique NextGen Qual pilot that helped leveraging from across a variety of data and insight sources to curate for insights and craft for inspiring storytelling - hosted on a unique platform that allows UL to maximize return on insight. The study covered 5 markets (Brazil, Indonesia, Thailand, UK, Vietnam) and was executed in 5 weeks.
Unilever wished to invest in Comfort, the flagship fabric conditioner brand, to build a strong fragrance property. Ipsos UU partnered with Unilever on a unique NextGen Qual pilot that helped leveraging from across a variety of data and insight sources to curate for insights and craft for inspiring storytelling - hosted on a unique platform that allows UL to maximize return on insight. The study covered 5 markets (Brazil, Indonesia, Thailand, UK, Vietnam) and was executed in 5 weeks.
This case study identifies issues for global marketers to consider in addressing emerging markets like Indonesia, particularly relevant for categories where, while most intend to acquire, few see the need to act immediately. Intel spotted an incredible opportunity in tapping into the positive sentiment of owning a PC, while unlocking inertia and identifying barriers to PC purchase, and converted that sentiment into a tangible urgency for purchase. How Intel used locally relevant and often traditional themes to create appeal for modern day technology is highlighted in this presentation.
Everybody is talking about us could well be the song for new media! With explosion of new media options notably online media there has been a general feeling of optimism and opportunism when one looks at the concept of new media. But decisions have been plagued with anxiety, insecurity and helplessness. Even if one acknowledges the relevance of new media beyond just critical mass, one is confounded by the relative lack of control and the correspondingly increasing power the consumer is wielding when it comes to engaging with the new media.Synovate decided that the only way to make meaning out of all this was to go ahead and actually conduct a study to understand consumer's motivations in engaging with all media old/established to new/recent media. The motivational framework of Censydiam was used effectively to help plot the United Kingdom as representative of the Western market and Singapore first and then Thailand as representative of the emerging Asian markets. The experiment is ongoing and in the future we will have many more markets to plot on the media landscape and derive more insights.
This paper is based on feedback from scientifically selected user groups to assess a Doqu-Drama against a regular PowerPoint presentation for impact on retention and recall, assimilation of consumer insights and better application of research recommendations.The results of the carefully crafted experiment show that there is a definite place for Doqu-Drama as an added value service, enabling transition of qual research to more strategic echelons. The Doqu-Drama was more evocative, elicited more action-oriented responses and showed better quality of recall (more relevant to decision making). It may, however, not be as effective in replacing the conventional PowerPoint with its rich analysis and detail.