Nickelodeon Kids- Family GPS is an ongoing, global research effort with multiple local, regional and international research projects feeding into the global expertise on the changing face and role of the family. Based on research in 20 countries, including Poland and Russia, using multiple methodologies, Nickelodeon Kids Family GPS -The Global Family, explores the key themes of family fusion and cohesion, changing roles within the family, and family decision making.
Middle class consumers have garnered a high degree of interest from researchers all over the world as they tend to be keen participants of massive global trends in consumption. In Russia, the middle class was elusive for many years under the socialist regime, so was mainly conjured in the imagination of theorists and general observers. Today it seems to be developing as socio-economic phenomena that merit closer consideration.
This paper is based on over 15 years of experience in carrying out multinational projects in CEE countries and spans from technical solutions going through facilities and ending with methodological background. The main focus is to show what kind of methodological circumstances should be taken into consideration in carrying out CEE research projects, while avoiding thinking about the region as a group of similar countries.
Using the example of a research project for the CSOB, a leading Czech bank, this paper demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer. Results delivered by conjoint analysis on the bank's personal banking product portfolio were used to develop an educative online game that simulates a sales communication of bank representatives with their customers. As an innovative concept for training the sales force, the game was eventually merged into CSOB's internal education system.
Crisis is a word increasingly repeated in every day discourse. This results in a growing number of people experiencing situations previously reserved for the low segment: a sense of uncertainty, of having limited influence on one's own fortunes, and a lack of control over one's financial condition. This is causing consumer strategies identified in the low segment to also be reflected more and more broadly in higher consumer segments. Besides can one still talk today about distinct and clearly-separated consumer segments, such as 'low' or 'premium'.
The paper describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements. Study results are discussed with regard to the role of the emotions in advertising and the utility of combining biometric and qualitative measures for predicting brand decisions. The presenters show how such a joint effort has helped the client Heineken International to better understand consumers' reactions and to make important decisions for the brand.
This paper describes an approach that can be used to create a global growth strategy for consumer packaged goods. The approach uses clustering methods and regression methods to guide the strategic choices of which markets to enter, and when to enter.
This paper illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumers' decision making journey within the air care category. A quantitative study with statistical modeling was utilized, followed by mobile ethnography. This study resulted in deep mining, differentiated intelligence and penetrating insights that led to actionable, transformative opportunities.
This paper shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customers' motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kaspersky's global brand strategy.
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.