This presentation shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customersâ motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kasperskyâs global brand strategy.
This paper shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customers' motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kaspersky's global brand strategy.
The research landscape has never been richer in techniques and technology, nor has there been such a bewildering choice of methods in the history of Consumer Research. For most of the past 50 years or so, the debate about alternative methods has centred largely on a choice between Qualitative Research (with its Focus Groups, Individual interviews, Co-creation sessions) and Quantitative surveys (and their sophisticated, multivariate or regression techniques for analysing data). This sometimes gave rise to fierce debates about their legitimacy, validity, depth and their respective pros and cons (Eg: Cooper- Branthwaite, 1977, Cooper- Patterson, 2008).
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 paper sets forward proposals for enhancing the International standing and reputation of Qualitative Research by establishing an International Body specifically to serve the needs and interests of Qualitative Researchers worldwide. Our argument, in brief, is as follows: A paradigm shift is taking place in Business, Marketing, Social and Political decision - making, and the Social Sciences generally, which is placing new demands on Research. Qualitative Research is now widely used in local markets and internationally, and is increasingly influential in modem marketing and social policy-making. Its methodologies, analytic tools and philosophy however, are different from those of quantitative or survey research which traditionally has provided the guidelines for the Market Research Industry as a whole. In addition, Qualitative Research practices are variable or patchy. There is therefore a case for raising Professional Standards and establishing internationally recognised principles, within the essential freedoms which are characteristic of Qualitative Research. We include specific proposals for clarifying the domain of Qualitative Research, raising its theoretical and applied standing, and improving its basic Professionalism or hygiene factors. We raise these proposals at this ESOMAR Seminar because of the Qualitative Mission themes being discussed. In our view it is desirable to encourage this widening of perspectives since it will add vigour to the industry, and the theory and practice of Qualitative Research.