This presentation addresses several significant questions: To what extent do consumers in emerging markets like Brazil and Argentina face the marketplace as a new voting arena to express identities and interests, as well as beliefs about the common good? How has political consumerism and CSR in this region feed backed each other to legitimate ethics and sustainability as the center stage of business relationships between individual consumers, products and corporations, and what limits and constraints does that mean for corporate cutbacks in private social spending in times of crisis? How much tolerance does the public, living in unstable social mobility conditions, have for sudden reversals in socially responsible behaviour by companies and what threats and opportunities might that imply for corporate Latin America?
CSR has become one of the important weapons of companies in increasing awareness, familiarity, favorability and reputation. Almost every company carries out a CSR activity but few measure its perceptual or real impact. This presentation shows how research can be a guide to companies inselecting a CSR activity, measuring the effectiveness and internalizing it in company.
Corporate (social) responsibility is high on the agenda of almost every national and international company. But little is understood about what it does to a brand or how a brand should deal with it. Although the benefits and opportunities, both for the corporate world as for society, could be huge. This presentation argues that the time is here for an in-depth multi-country almost global study that will give us insights into the relationship between corporate social responsibility and branding in different kinds of industries, supported by multiple clients.
Technology has revolutionised the way we work. Personal computing freed us from the restraints of the mainframe. Mobile phones have made the iconic British red phone box a rarity. The mobile Internet means we are no longer tied to our desks to access the information vital to our day-to-day work. Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. This presentation examines mobility and how anytime anywhere access to all the Web has to offer is shaping 'The Future of Work'.
This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The understanding of social comparison processes and the method of conceptualising and measuring attitudes by applying the models of Fishbein and Ajzen, lead to basic findings about the importance of the perception and evaluation of sustainability in the social environment of customers. The psychological impact of a brand, and thereby the impact of sustainability on the purchasing decision, is the basis whereby one calculates the Brand Equity by using a certain formula and so to sustainability as a monetary brand value.
The objective of this paper is to highlight for organisations the specific contemporary challenges presented when carrying out research with children in a fast growing increasingly regulated with multi-platform environment. In doing so the paper aims to point to best practice and to identify areas where important decisions still need to be made by profession.
This presentation addresses the somewhat conflicting developments in healthcare research over recent years - a move toward ever more innovative, consumer-driven research approaches, and the increase in guidelines and legislation specific to this sector, intended to preserve patient and public safety and to promote transparency in the industry. Employing a recent case study of research, conducted with HIV patients to get under the skin of those living with the disease and establish how they feel about the side effects experienced on a range of HIV regimens, we place these challenges in a real life context. The presentation looks to answer whether we can really gain these new depths of insight, and embrace these innovative and modern techniques, without 'falling over the edge' and into disrepute?
This joint case study will be relevant to any marketer or researcher interested in how to increase research value through more creative engagement of participants whilst simultaneously reducing research costs. The presentation provides a new vision for integrated research programmes and demonstrates how, in a time of economic difficulties, more ingenious approaches will be developed that positively change the relationship between the client, agency and participant.
Me-to-We research challenges a central piece of market research dogma, namely, that practitioners should only ask people about their own motivations, actions and future behaviour. In 'We' research we never ask people about themselves, only what they've noticed, think or predict about others. We unite a number of strands of emerging research with completely new approaches under the theme of 'We' research. The presentation seeks to show we're much less individual that we think we are and far more influenced by what other people do than we care to admit. The presentation also demonstrates the universal ability of the crowd to accurately predict the success of new products, conduct mass ethnography and undertake co-creation.
This presentation addresses the utilisation of the latest knowledge management and web techniques to create BORIS (Bank Of Research and Insight Stuff) in conjunction with the research team within Aviva, United Kingdom.
Companies are investing in it, consumers demanding it, pundits applauding it . . . but what does Corporate Social Responsibility (CSR) really mean: to consumers as opposed to shareholders? Does it encompass fair pay to women? Reducing the carbon footprint? Purchasing inputs locally? Donating to charitable causes? Treating business partners fairly? How much do consumers really care? Even though Corporate Social Responsibility has existed for decades within some corporations, the answers are relevant to businesses across product categories to avoid wrath and create competitive advantage in a world becoming more transparent. If consumers care about CSR, then companies need to have ways to address their social responsibility. This presentation outlines some key consumer driven issues from original fieldwork conducted in the US, UK and Germany in partnership with Nestle and Research Now.