Iconic brands like Starbucks and Apple were built on belief and one needs to see, in order to believe. An understanding of the vast changes in India should offer ideas for innovative new brands but it's often a lot of the same versus anything new because marketers aren't able to see what's out there, when researchers probably can. Can market researchers use their category knowledge to offer consulting services to entrepreneurs? Are researchers ready to go beyond their traditional roles as data providers to be partners in progress? Can market researchers reinvent their business model to be able to help create innovative brands?Brands can offer a lot to society in terms of innovation and meaning. Can market researchers in India celebrate change by changing themselves to be more meaningful?
It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of scientific measurement techniques to assess such reactions has been limited. We report on a study of TV ads across 5 Asian markets utilising 3D Facial Imaging technology. This method directly records human emotions from facial expressions and can be applied to better measure response to marketing stimuli in a manner that enhances traditional surveys. Focusing on Vietnam, but with comparisons to other Asian markets, the presentation relates emotional response to intended purchase and recommendation, demonstrating that facial imaging methods provide unique insights into how Asians are reacting to current TV advertising.
Universal concepts like motherhood, beauty, achievement and power, which many of our clients' brands are built o, can mean very different things across cultures. As growth for global brands increasingly starts to come from culturally diverse Asian markets, it is becoming critical to develop more precise, market- specific strategies to truly unlock the opportunity here. There are significant historical and cultural differences that shape consumption and brand choices in these markets; which make them remarkably different not just from developed markets but also from each other. We contrast China and India in this paper, with examples of how the same need can mean different things, and the same global positioning strategy can translate to quite different executions in each country.
As the West desperately tries to climb out of recession, Asia is attracting investment. This is where the growth is for brands in all kinds of categories. Few doubt that brands are fantastic tools for making money. So how do brands work in Asia? Do they work in Asia the same way as they do in the West? Do they even work in the West as it is believed they do? This presentation urges a new look at how brands grow and considers how the brand construct idea works specifically in the Asian context. It will question several received wisdoms as it seeks to contribute a more sophisticated understanding of how to get profit out of brands in Asia and in turn, result in a more effective and intelligent Asian research offer.
According to the International Organization for Migration (IOM) the estimated number of international migrants has increased globally from about 150 million people in the year 2000 to 214 million people today. This phenomenon makes societies across the world more culturally dynamic every day - Asia included. Looking at the latest census from Singapore, only 60% of the population is Singaporean - 2 million people are foreigners. If we conduct research amongst the country's population, who is looking after the 2 million? A phenomenon we are facing across Asia motivates us to ask the following questions: who are these 'modern nomads' and what do they have in common? This presentation proposes a fresh consumer model that works with concepts of acculturation to capture cultural dynamics of this 'forgotten' consumer in the region.
In 2012, Myanmar accelerated its course of political and economic reform. Given its position as Asias last significant frontier economy, global and regional research suppliers and their clients have been quick to explore the opportunity for growth presented by the easing of sanctions in the country.Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this presentation will explore these growth opportunities from three perspectives: the agency, the client and the consumer. It will also provide significant insights taken from 10,275 interviews conducted with consumers in Myanmar from all socio-economic classes and geographies
This presentation will explore the impact and growth of digital in Asia, by asking the following: Does digital lead to an incremental reach and synergistic impact versus other media channels? The presentation will compare different media using a common currency while relating to the marketing objectives by evaluating the branding impact. How does a digital campaign vary across global geography (with a focus on Asia)? What is the performance of the emerging digital platform of mobile? What are the best practices for digital creatives?
Superpromoter research studies the flow of enthusiasm. It asks: who are the company's most enthusiastic customers, how do they spread their enthusiasm (recommending, talking, copying, social media) and how do they influence their peers? These subjects are very rarely studied in science nor in market research.This presentation will explain the theory and will present two different cases, including one conducted for Philips in India and one for Microsoft in the Netherlands. The presentation will also share how these companies implemented the results in marketing and new product introductions. The research motivated a mind shift in these companies from thinking in problems to thinking as enthusiasm-inspiring rockstars.
Cimigo conducted a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia. How are evolving screen-age lifestyles and emerging digital trends shaping the future of middle class consumers, from Saigon to Singapore, Hong Kong to Delhi? This presentation will share new insights on the impacts of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. These insights result from ethnographic immersions and interviews with a broad range of middle class consumers and in-depth interviews with digital experts across Asia.
How are research communities being adopted in Asia Pacific - in Japan, China, India, or in Singapore and Vietnam? Is the future more likely to be MROCs or Community Panels, small and qualitative or large and quantitative? Research communities are one of the hottest topics in Europe and North America, but what about Asia Pacific? Are the models in Asia different? What are the implications of: cultural differences, double- byte languages, different technologies (especially in terms of internet and mobile)? This presentation will highlight the current status quo and indicate the likely directions of travel.
A semiotic analysis and cultural exploration of masculinity in India. This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages - from antiquity to the present day. An exploration across disciplines -including but not limited to history, popular culture, sociology (impact of the caste system), religion, and emergent Indian feminism. In addition, there will be a sharp focus on the implications of today's conflicted Indian masculinity for businesses and marketers, as they develop culturally relevant brand positioning and communication strategies to target the large and rapidly growing male grooming market in India today.
The last decade has seen phenomenal growth in market research activity in emerging Asian markets; much of the growth has been driven by Western multinationals seeking to enter or extend their reach in Asian markets. In response, a dynamic Asia-based research industry has emerged that in large part replicates Western research methods. However, Western marketers may not be getting all the insight they need and desire from the research they conduct in emerging Asian markets. This presentation will identify four key misconceptions held by Western marketers and researchers that impact our ability to understand consumers in emerging Asian markets.