General learnings from the world of shopper insight are shared in this presentation in order to give the audience an understanding of how tangible shopper insight can be, and the commonality that exists between markets in terms of shopper needs. At a CEE level the unbranded learnings are referenced that demonstrate how shoppers' generic perceptions and needs are surprisingly similar- although activation in-store needs to reflect different contexts. The markets may be different, but there is often a common shopper language, common issues, and common shopper needs.
The world is coalescing: why should we regard Russia separately from the rest? Take Russian children, for example. They watch The Simpsons, listen to Justin Bieber, aspire to have 'gangsta style' and say 'hey' instead of 'privet'. They might appear to be similar to their Western peers, however this is merely a pitfall for international brands aiming to directly export Western marketing communication to Russia. Because the differences are not obvious from the outside, it is more important than ever to go beyond the surface and listen to cultural specifics. The paper presents a holistic view of Russian kids between the ages of 5 and 8 years from both the perspective of an insider and by contextualising this culture with that of Western Europe. This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).
Today, marketing communication cannot be based solely on information about the product, brand or service. To attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. T-Mobile organized two unique events aimed at engaging consumers using pop culture. One collaborated with the famed singer Katy Perry (Hungary, Poland), and the second included the equally famed singer Mariah Carey (Croatia, Germany, Montenegro, Macedonia, Poland). These events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. The challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation are highlighted.
This presentation describes a digiqual study applying a new way of exploring the drivers of the current smartphone app boom. Using a hybrid approach, 'tested and trusted' and never-used-before qualitative techniques were combined to gather truly authentic app insights. Classic focus groups, online diaries and focus groups conducted in the dark by a blind moderator shed light on the psychology of app usage from a new perspective, opening eyes about the true drivers of the current app boom.
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts the CEE and the rest of the world. This presentation includes a case study which illustrates how the strength of the Sazka brand (the market leader lottery games provider) and a high share of loyal customers helped the company survive a turbulent period and lot of negative PR. The presentation also demonstrates how, thanks to wise marketing support, Sazka regained the position of an Olympic brand as well as the unrivalled position of market leader.
In a research world where questionnaires of more than 20 minutes are considered to be 'not done' and consumers are increasingly less inclined to participate in research projects, it is almost a paradox that one would think about long-term dialogues with one's customers in an online community. It is possible, however! In this interactive session, the 'wow' and the 'how' of Market Research Online Communities, the rising star of online qualitative research, is illustrated.