Whilst developing economies continue to grow exponentially with greater access to technology and information, commonplace diseases remain a major cause of childhood mortality despite the presence of low cost and highly effective treatments. Diarrhoea continues to take lives - approximately 800,000 children under the age of 5 per year. PATH, a health focussed nonprofit organisation, recognise the issue at hand and the value in research-based insights to guide the development of new lifesaving products and wider adoption of these amongst low-income consumers. Using a case study spanning India, Kenya and Zambia we illustrate how a melting pot of public health objectives, together with consumer and healthcare market research techniques, can offer significant utility for the development of new products and initiatives.
As a top five Internet company, AOL has historically struggled with the role of research, analytics and insights. In the past two years, however, the company re- oriented itself around the voice of the consumer. In doing so, research became a critical function – central to the company’s decision making. This session delves into how the team architected the turnaround and the lessons that other research organisations can take away from this experience.
Markets are becoming global and there is a need to develop products that easily convey information across cultures. By combining techniques from different fields (psychology, marketing, neuroscience and behaviour science) it is possible to develop a protocol to assess how consumers process packaging and product information. Participants from different regions will be compared. Word association tests, sound symbolism scales, facial expression and emotion questionnaires, as well as eye tracking will be used to test different products and packaging and evaluate the sensory correspondences, spontaneous concepts, visual processing and emotional experience generated by each of the stimuli. The implications of employing these methodologies for exporting products and entering new markets will also be discussed.
What is the impact of using 4-, 5-, 7-, 10- and 100-point scales on the internal consistency and reliability of survey data? What is the impact of using rich media and plain scales on the consistency and reliability of mobile survey data? Does the inclusion or exclusion of a neutral point have an impact on respondents evaluation of products or constructs? Well extend earlier research by comparing differences in response styles and scale reliabilities using multiple measurement scales. Well also examine the impact of dropping or retaining the neutral point in Likert-type scales, and address guidelines for designing global (online and mobile) surveys that yield more reliable resultsall while adjusting for the impact of response styles across various countries and cultural regions.
Its been said that goldfish have an attention span of only a few seconds and that human beings are swiftly swimming down the same path. For market researchers, this trend must be addressed from multiple angles in order to continue garnering rich actionable data from survey outreach. This session investigates a recent study on the behaviour of respondents who access online surveys from mobile devices. The initial results demonstrated this behaviour as a quickly moving target, so results were updated six months after the initial findings, showing interesting response rates. Information from a survey restructuring project with eBay, in which long surveys were segmented will also be included. During this session, we will use the latest research results to analyse the best ways to reach respondents.
Big data presents massive challenges but music, that great human universal, provides encouragement and inspiration amidst uncertainty. Rock musician Olly Nelken and researcher Will Goodhand will explore (and demonstrate musically) just how massive, messy and overwhelming the change has been throughout music's history. Examples such as the journey to the analogue synthesiser, and then to the advent of digital synthesisers show one vital element: the human one. 'First movers' steeped in music composition, like Jean Michel-Jarre, were able to seize moments such as the digital revolution. Was this a position much like market researchers are experiencing now? If we embrace a little mess and experiment a lot aren?t we the ones uniquely placed to seize the world of opportunities? If not,why not? And if so let's go do it.
This is a joint supplier/client case history which will discuss methodology and results, review the value of the research in terms of what it contributed to the Mane Flavour Company business and demonstrate how the data was used in contributing to the success of that business. Mane has worked with QRi Consulting (formerly CRAM International ) since 2008 to develop an innovative and more diagnostic approach to flavour testing by measuring emotional responses using the principles of Synaesthesia. This technique has now been used for taste testing in a number of different product categories in Russia, the UK, France and Germany. In this presentation we will focus on the latest test completed on instant flavoured cappuccino in the UK.