This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing agile research solutions in Asia. It portrays the effort to realise the promise of agile research in the spirit of fail fast and learn quickly as brands get results in hours or days, not weeks. The implication for marketers is the ability to use consumer insights more often in the decision-making process, for the research industry this new technology provides the ability to deliver insights at the speed necessary to align with the hectic pace of business today. Forming collaborative partnerships with ZappiStore and SSI, Coca-Cola explored real-world applications of agile and cost-effective research, shifting the purpose of insights from validation to continual learning.
Our industry works hard for the truth and often sees it as our domain, yet sometimes the way we go about research moves us further from 'real' truth. More attention is needed to what Behavioural Economics findings mean for Market Research, not just what they say about human behaviour but also how they go about discovering this truth. This presentation demonstrates the Behavioural Economics reasoning behind human behaviour and assesses if, when and how we can use some of these insights to change the way market research is conducted.
This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand level. Using a case study for LG Electronics the authors demonstrate how to identify, engage and empower people to work for our brand.