Whilst illustrating cross-cultural medley this presentation is also an example of how the combined use of traditional and non-traditional research techniques allows for richer insight on a non-conventional topic: Responsible Drinking Messages (RDMs) e.g. Do Not Drink and Drive, Underage and Pregnancy messages. The presentation will show that conscious and verbal reports are not always consistent with subconscious measures, it will pinpoint that RDMs exert informational influence and it will also establish that the emotional engagement power of RDMs is limited.
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This presentation demonstrates the merits of using the natural human powers of observation and prediction in a âWe Researchâ approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology.
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This paper demonstrates the merits of using the natural human powers of observation and prediction in a 'We Research' approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology.