This paper sheds light on how emotion, anxiety, reward, and hedonic forecast are involved in consumer behavior. The presenters seek to relate how changes in reward and hedonic forecast mechanisms in chronic tobacco use can help understand the way emotion and anxiety intervene in the decision making process. Physiological and behavioral measures were used to evaluate responses to anti-tobacco advertising. A model relating sensory processing, uncertainty, reward systems and anxiety with decision making is presented.
This paper describes UNICEF's adoption of a global, cross-category trends framework, and the organization's on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights some of the ways it has made trends accessible and actionable for its global offices. The discussion concludes with examples of some real output from these processes in the form of innovative and compelling fundraising ideas.
The prevailing celebration of technology-enabled access to 'raw' consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and social media bring (emotional engagement, richness and texture, more impactful storytelling), they have also led to a focus on the anecdotal story, on data rather than analysis, and on micro-reality at the cost of the macro view. Furthermore, to remain relevant researchers must reclaim their role as meaning makers and framers of reality as interpreters, and not merely cameras.
The concept of 'gamification' is sweeping across the marketing communication industry, and is being discussed in marketing departments, advertising agencies and even governments around the globe. We began exploring the idea of game-play in greater depth last year. We examined the theory behind game-play, and looked at how it was being used in other fields, with the aim of discovering how we could integrate this thinking more effectively into our surveys. .This presentation assesses the impact that gamification could have on market research.
When it comes to financial management, people live between the emotions of 'hope' and 'fear'. The Financial Intelligence 'FQ' test is an online study designed to measure financial literacy and emotions, and how this influences attitude, behaviour and emotional wellbeing. Conducted in 12 countries, it proves that a financial services company that empowers and educates its customers will help them to both overcome some of the 'fear' and to make better financial decisions for themselves at the same time.
Today, with global markets developing, the major challenge for consumer research is to find innovative models to turn data into fundamental insight in buying motives. This presentation introduces evolutionary theory as the foundation of a new, global motivational research approach, focusing on the ultimate why of consumer behaviour. To create actionable insight, a new measuring method and marketing model based on the evolutionary costly signalling theory will be presented along with results of the scientific and commercial validation of the model and online visual projective test.
Our industry works hard for the truth and often sees it as our domain, yet sometimes the way we go about research moves us further from 'real' truth. More attention is needed to what Behavioural Economics findings mean for Market Research, not just what they say about human behaviour but also how they go about discovering this truth. This presentation demonstrates the Behavioural Economics reasoning behind human behaviour and assesses if, when and how we can use some of these insights to change the way market research is conducted.
This paper reviews the Life Rhythm Knowledge Center case and demonstrates the approach used to build a knowledge center for Vodafone. The way research is to become more impactful is by building knowledge, not through single research projects or methodologies, but by combining various research projects in a comprehensive program and by engineering not just the insights generation (including cocreation and crowd sourcing) but also insights dissemination and outreach.
It is becoming apparent that human imagination and the fantasies it makes possible are crucial for human happiness. It has been believed that imagination is a subjective and idiosyncratic capacity, however recent research shows this is not the case; the things people hope, fantasise and dream about are shaped by culture. This presentation shows how semiotics have been used to understand how and what consumers imagine and fantasise about and how brands and comms can use this resource to create highly compelling strategy.
The paper describes how superior modelling processes have developed in order to keep pace with, understand and measure the plethora of consumer touchpoints now used by marketers both online and offline. Further, it looks at the entire customer journey to understand interactions between these touchpoints and correctly attribute effects to achieve maximum ROI through optimal forward plans. The approach is based on a number of case studies conducted globally and across different industry verticals, while showcasing the results of one study for a Children's Charity.
This paper brings into perspective the need to combine new research approaches with traditional ones. This will enable us to answer new and old questions, create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Interpretation will be a key aspect in this methodological proposal.
Neuroscience is increasingly being used as a diagnostic tool in helping marketers better understand consumer reactions to advertising, marketing, p ackaging, concepts and other marketing-relevant stimuli. However, little research has yet been conducted to determine the actual market validation of these measures. Research to date has been mainly anecdotal or focused around single events such as a package or advertising change. To advance this learning, EmSense has conducted the first large scale test on the value of neuroscience for assessing in-market predictive capability. This study was based upon more than 8,000 respondent tests, over twelve months. Working with advisors, Dr. Read Montague and David Weitzner, EmSense has devised a real-world test methodology to help understand the predictive nature of neuroscience in decision making. Results from this study indicate that neuroscience metrics enhance predictive accuracy over and above existing measures such as those collected in surveys.