Emotions are undoubtedly essential in marketing designed to build a strong relationship to the customers. Emotions cannot be effectively managed if they cannot be measured. Therefore, a valid measurement of emotions is of extreme importance for marketing management. Most market research instruments have been developed either in Europe or in the US and may not be reliable when simply re-applied in a different culture like China. In this presentation, the audience will learn how emotions differ between the West and China and how measurements developed in a western cultural environment can be successfully adapted to the Chinese culture. The presentation will answer questions like: Should different sets of emotions be used in China? And: Would a Chinese picture set work better than the international picture set, and how much better?
Most conference papers and presentations tend to focus on one of the following: users/buyers of products and services, brands, or methodology. This paper, by contrast, looks at market researchers themselves and asks whether social media in general and Twitter in particular are changing the way that researchers communicate with each other. The paper is complemented by an interactive event held at the ESOMAR APAC Conference in Bangkok (April 2010). The paper starts by providing some background information on Twitter, before moving on to explore the ways that market researchers are beginning to utilise Twitter, both as medium for research and as a method of opening up new and exciting channels (and back-channels) amongst researchers. The paper includes four in-depth reviews of the impact of Twitter in Australia, China, Japan and New Zealand. Finally, the paper draws the threads together in an overall summary and list of key recommendations.
Market research is at risk of becoming irrelevant. The professional discipline is at a crossroads during a turbulent, global economic shift. This is adding extreme pressure for market research to prove its worth. Marketing also is evolving and the pace is more pronounced by the evolution in new media. Market research is highly dependent on the very functions of the businesses from which it has evolved and for which it now provides insights. It is interdependent and must grow and evolve to remain relevant.
The paper titled Synergistic Co-creation demonstrated the importance of a strategic partnership between the client, market research agency and end consumer, illustrating two case studies wherein the agency partnered with the client to gain insights into designing and positioning offerings, thereby expediting 'go to market strategies' In the first case study, Lumiere partnered strategically with Godrej Interio, a furniture brand, from conception of design ideas in 3-D versions, pre-search, consumer and cultural archetyping to concept designing, short listing winning ideas and ultimately development of the winning idea into a finished offering for consumers. The outcome: An almost impossible to replicate design, a common drawback faced by furniture manufacturers in India. In the second case study, the Lumiere research team partnered with the Godrej design and development team to create a virtual world on the internet for the corporate to showcase its new-age image. The site would host entertainment zones, fantasies, themes, shops etc. for the community to buy goods and services besides serving as a platform to generate new ideas from a prospective consumer mindset. This study went beyond the codes of customary qualitative research to harness the synergy between the Godrej brand owners and insights team, virtual world designers, consumers's panels and Lumiere to co-create an innovative and exciting consumer experience in the virtual world.
Asia today has a population of more than 4 billion people, a market size which very few marketers can afford to ignore. As the region grows and the markets mature further, understanding and accommodating the various tastes, culture and the vast regional expanse is critical. Marketers need to understand the countries and their shoppers to pick the right entry strategy to capture a share in the pie to review and refine their proposition to stay competitive. However, there have been very few attempts to look at Asiaas a market comprehensively. This study tries to understand Asian shoppers in the overall global context, and tries to look at the various shopper segments within the key major Asian markets. In this paper, shoppers in the key markets of Asia (e.g. India, China, Thailand, Phillipines, etc..) are segmented and compared with the Global scenario (25+ countries across continents) to draw strategic conclusions. This study will serve as a reference for any business planning to succeed in the competitive market of Asia.
This paper will offer a unique view of the Chinese media marketplace, that of the Chinese retail consumer. We present data from a 2009 study of 7,000+ Chinese consumers, age 18 to 34, who have reported on what media they use, i.e., consume, not what marketers and media organizations report as having distributed. Drawing on data from the BIGresearch online "Chinese Quarterly Media Studies" reports, which have been gathered four times per year since 2006, we report on the media forms Chinese consumers report using the most, the time spent with each media form and which media form or forms are reported as having the greatest influence on their purchasing decisions in a number of product categories. These prior-to-the-store media exposures (22 external media forms, both online and offline) are then correlated to the Chinese consumer's reported exposure to in-store media. The combining of the external-to-the-store and in-store promotional activities provides a unique, holistic view of how media actually is consumed in China among a very critical market segment. Since the same type of data has been gathered in the same way in the U. S. since 2001, we are also able to compare media consumption patterns for the U.S. and Chinese consumers.
A case study, which demonstrates methodological approaches to sensible migration from traditional methods of data collection, such as face-to-face to online. Data analysis from a JDPAP syndicated study, using a large robust face-to-face sample, demonstrated how the internet connected sub-sample can be used to weight and calibrate the internet sample in any Asian country, to be representative and valid. This paper investigates how adoption of internet methodology might impact on results and consistency in data outputs, and how to scientifically manage this migration. The paper addresses one of the key challenges facing developing markets that might not have high internet penetration, and the experiences of managing and ensuring data collection quality, using the internet. The comparison of the internet connected sub-sample, with the total sample interviewed face-to-face is akin to conducting parallel research. Differences in data output for the two samples are presented, and weighting strategies necessary to calibrate the internet sample, and build a bridge between methodologies, provide many insights for migration to online in Asia.
Emotions are undoubtedly essential in marketing designed to build a strong relationship to the customers. Emotions cannot be effectively managed if they cannot be measured. Therefore, a valid measurement of emotions is of extreme importance for marketing management. Most market research instruments have been developed either in Europe or in the US and may not be reliable when simply re-applied in a different culture like China. In this presentation, the audience will learn how emotions differ between the West and China and how measurements developed in a western cultural environment can be successfully adapted to the Chinese culture. The presentation will answer questions like: Should different sets of emotions be used in China? And: Would a Chinese picture set work better than the international picture set, and how much better?
In research we base much of our analysis on consumer articulations but do not pay adequate attention to their silences and what they leave unsaid. Especially in eastern cultures where language is layered and subtle, silence is often used to convey opinions and feelings and cannot be ignored in our analysis. This paper examines "silence" and the unarticulations as essential parts of consumer feedback and looks at ways in which these can be classified and interpreted for more enriched qualitative research analysis.
India is characterized as a country with several countries within it. The multiplicity of languages and ethnicity, geographical spread, low literacy levels and a large rural audience brings operational challenges to reaching India's diverse audience. The exhilarating growth in mobile phone penetration offers marketers and researchers an opportunity to tap into this burgeoning and fast evolving Indian audience in a time-efficient and cost-effective manner. Yet adoption of mobile based research has been fairly limited worldwide, more so in India. This paper addresses these barriers and showcases mobile based applications that are increasingly gaining attractiveness for data collection, in or out of MR, within India.