With the consistent growth of online retailing, clients from various categories have eagerly been interested in understanding journeys that online shoppers take. While the indirect method using observation/behavioral data has recently emerged as one of the innovative methods for this kind of data, the existing analytic methodology has been insufficient to investigate the 'hidden' core of the online journey that leads to purchase. In this study, by integrating the existing path segmentation with the network analysis for each path type, we revealed an in-depth analysis on 1) the characteristics /structure of the journey itself, 2) the key touch points that serve as core nodes on each journey, and 3) the actionable marketing insights for Samsung to maximise the market opportunity.
Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers are ready to co-create the future of brands, more than ever. But, are companies also ready for it too? In this article, we share a couple of tips on how to successfully collaborate with consumers in Asian markets, all illustrated with case studies . We also outline the key benefits of this relatively new method, and outline a simple, but very useful framework, to check the method effectiveness on 3 levels: 'automational', 'nformational' and 'transformational' benefits.
This is a global research focusing on mobile news consumption amongst affluent/B2B news consumers. The content can be tailor made to focus on Asia (we survey 3 Asian countries: Singapore, Australia and India) and provide comparision points to global findings. This research, with a target release date of November 2013, has a unique approach of decoding mobile consumption among the world's affluent population. In addition to the main research findings, we'll also be able to provide results from various case studies using actual advertising campaigns to evaluate ad effectiveness relating to mobile news consumption.
As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a fast-changing society. A semiotic analysis of the multiple and evolving discourses that surround the urban Indian consumer - in conjunction with an understanding of the underlying cultural DNA that subconsciously shapes how we interpret the world - helps decode the new and emerging templates that are shaping consumer attitudes, aspirations and motivations. By mapping and interpreting change across a variety of discourses that define today's India, this paper illustrates the rich potential of semiotics to offer brands resonant platforms for positioning and creative development.
Hijab adoption was on the rise in Indonesia with several women (across age groups) dawning the veil. With this change in dynamics, it was important understand if there was a need for PT L'Oreal to alter the brand portfolio or communicate differently. This paper explores how the hijab has moved from a symbol of 'oppression' in the past to a strong medium of expression. It explores the opportunity that the hijab and halal provide to brands in the space of beauty, as the hijab has become a social currency in terms of a fashion accessory and halal will cerainly become one too. In this scenario, brands need to be prepared in order to meet both these changes as they might present an important inflection for the beauty category.
A key question for Asian retailers is the degree to which 'soft factors', such as shopper reactions to branding or in-store experiences, impacts satisfaction and shopper spend. In Indonesia, answering this question is complicated by the respondent's tendency towards 'top-box bias' in rating stores. We examine the impact of the shopper's underlying emotional reaction to a convenience store visit on key outcome measures (e.g. spending, products bought, chain preference). Combining results from a quantitative survey with unique facial-imaging based measurement of shopper reaction, clarifies the interaction between stated reaction to the visit and visit outcomes. We show that Indonesian retailers can derive real benefit from improved chain imagery and that mobile facial imaging provides unique shopper insight.
This talk will showcase a research project on the use of satellite images to classify the rural-urban status of a survey area/region by the Nielsen Singapore Measurement Science Innovation Lab. We explore the use of computational intelligence and machine learning algorithms from computer science to build a robust classifier from the feature data extracted from the satellite images. The results are derived from a pilot study conducted for the Bali island in Indonesia.
High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less reliable, in Asian cultures due to the prevalence of response bias. Facial coding represents an opportunity to measure true emotional responses that can mitigate that bias, but facial expressions tend to be significantly more subtle and fleeting in Asian cultures. Given these dual challenges, we present a solution path towards better communication of, and the science behind, emotional insights. We also present results from the first facial expression-sales prediction study in China, in conjunction with Mars Inc., to further explore how facial expressions are connected to actual Asian consumer behaviour.
Many developing Asian economies still question the efficacy of digital and social media. Conventional offline media is the preferred advertising choice because of its higher penetration and legacy. Additionally, there is a widespread belief that advertising builds brand salience but does not drive hard business. In response, we have built customised models for clients in India and Malaysia to show that advertising drives business revenue in addition to brand salience and have ratified the contribution of emerging media. Our presentation will review our study which juxtaposed digital contribution with offline to enable informed comparison between the two and let our client to overhaul their media strategy towards a more inclusive media mix. It will also examine how we proved scalability and flexibility of our methodology by applying it across industry verticals, banking and telecom.