Globally, Corporate Responsibility is an area of growing importance: socially, economically and politically. Yet consumers are ill-informed about the activities of companies they purchase from every day. In an effort to understand how mainstream consumers perceive Corporate Responsibility, Evo embarked on an international qualitative inquiry in Spring/Summer 2008 in eight major markets across the globe. The study reveals how while awareness about corporate responsibility issues is increasing, it has yet to become a factor in purchase decisions for mainstream consumers.
This study will clarify consumer segmentation in speed of acceptance of new products and the possibilities for defining early adopters within FMCG category purchasers, based on actual sales data. The consumer segmentation could be a new product evaluation index, and understanding the profile of early adopters might help communication strategies and improved target understanding.
This paper will argue that Qualitative research and Japan don't mix. That what goes by the name of qualitative research in Japan is, in many cases, something very different; a beast that has - in evolving to fit Japanese cultural assumptions, business reflexes and participant behaviours - been stripped of its ability to reveal consumer insight and provide real value. The paper will explore the reasons for this dichotomy and propose a new way forward for Japanese research that takes the best of both worlds.
With the rapid growth of market research in Asia Pacific, the requirement for talent in the region is growing and is one of the key challenges for most of the organizations. However, it has been long recognized that our industry does not get its fair share of fresh talent. Though increasingly the industry is waking up to the challenge and trying to recognize the problem, any definitive effort to understand the issues and prioritizing the action areas has been lacking. This presentation identifies the issues and their severity and provides clearly defined action points for the short term and long term.
We must continue to adapt new models as market research plays a greater role across the production and marketing chain from innovation and new product development to packaging and point of sale. Like a great chef drawing on theory, practice, imagination and confidence, we must materialize a fine balance of art and skill to deliver an outcome akin to the perfect bowl of Vietnamese Pho, the culinary dish of broth, noodles and garnish. Come on 'pholicious' journey as we showcase a methodology applicable across Asia Pacific and beyond.
The road to innovation is littered with failures. In reality, picking obvious winners isn't hard. Unfortunately, throwing away more genuinely innovative ideas is easy too! Research, in its drive to minimise risk, often fails to spot ideas which could become huge in the future. An analysis has uncovered the factors that drive success and one dimension in particular has emerged as a crucial factor: excitement. This paper outlines the building blocks of excitement which will provide invaluable guidance along the road to innovation success.
Westerners often wonder: what is typically Asian? With a multitude of business and cultural experiences to be made in Asia, it is hard to get an overview of aspects that 'typically' influence market research. With their paper Patricia Blau and Susanne Wieners-Schlupkothen shed light on this topic by combining their 'Western' perspective with experiences of their Asian research partners as well as findings from cultural studies. Thus they address key questions for research agencies and clients, best summed up as: To what extent do assumed differences between 'East' and 'West' matter in market research?
This presentation reviews the results of a fascinating study finding that work experience in field or data entry improves claimed future intent to consider MR as a career. Doing it matters more than talking about it. Talking about it shifts impressions in a positive direction, but has much less impact than work experience. The study suggests recognition of this talent pool resource and argues for the inclusion of career MR information to junior workers in the industry.
India today is a youthful country and all brands are trying to be young. In a context where 24 -45 years old are being targeted as youth, building brands for the real youth (15-24 years) needs a new framework. It needs research that can experience youth's world from their side up by creating spaces for equal interaction. It needs brands to get away from the traditional need gap model, focusing more on the consumer's life links rather than worrying about what links them to the consumer.