In Latin America, many traditional firms still envision and reach consumers from emergent populations as if they were newcomers to the traditional middle class. Nonetheless, our research on lifestyle segmentation, in Peru and later in Mexico, Chile, Brazil, Colombia and Costa Rica, reveals that these 'new' members of the middle class are everything except 'typical'. In fact, emergent populations show traits that go beyond one particular socioeconomic stratum. We present as evidence the case of the very successful and now iconic 'Mega Plaza' the first mall in the slums of Northern Lima, where research findings were fundamental for designing a mall that took into account the actual characteristics of the consumers from emergent classes.
We know now more than ever about what people do online, but very little about why, and how it makes them feel. MasterCard approached BrainJuicer to help them better understand on-line purchasing and payment behaviour. What we learned deepened and challenged our knowledge about consumers online how they feel and how they buy, and helped MasterCard to develop the positioning for their on-line payment services.
Emotion drives consumer behaviour and lies at the heart of consumers' brand decisions. This is a case study of a successfully executed research study on human and brand related emotions in a worldwide renowned museum. The Van Gogh Museum and TNS have taken visitor research to the next level and took a deep-dive into the emotions and social values that drive the museum experience. The study has also delivered the required input to help make important strategic decisions for audience centricity in a mandate-driven organisation.
Designing communications campaigns in social marketing is a very complex endeavour. In our case, we sought to see how to communicate to parents of infants that they need to, and can do, more to ensure their child grows up to their full potential. How do you tell parents what to do without really telling them and how do you tell time-challenged and stressed-out parents to do more? You cannot be too directional or judgmental. Scare tactics wont work, so you turn to market research which will dig deep into parents' psyches, but also have an ROO (return on objective) focus to actually 'move the right needles.' The critically acclaimed campaign included in this presentation is the result of decision-makers, advertisers and market researchers working with a single purpose.
The customer insight industry is at a crossroads and to continue to flourish we need to know precisely what our marketing customers expect of us. This paper will be based on an authorative survey of senior marketing decision makers, who will be presented with different possible futures and asked which of them best describes the world they see in the future. Building on this, we will identify the precise skills sets that these decision makers expect insight professionals to have to meet their expectations. But the paper will not stop here, we will provide a clear road map - a step by step guide - to the best way of developing and imbedding these skills in the consumer insights industry. The presentation will be interactive allowing the audience to see whether their views are in line with our survey.
Online access panels have enabled cheap survey research to proliferate in the past decade. However, the results obtained from these convenience panels can be biased and unrepresentative due to the sampling methods employed. Sample matching against a smaller, but statistically representative panel has been suggested as a means to reduce sample bias and to enable a statistically representative sample to be selected. This presentation examines the extent to which bias can be reduced using this approach, and the relevant factors that must be taken into account.
A group of citizens called Khon Thai (Thai people) have a passionate mission to promote a harmonious society and to raise the quality of life for the Thai people. Market research is renowned for its ability to improve the quality of products and services but can we use market research to improve the quality of life for a nations people? To meet this mission, Khon Thai Monitor was initiated to understand, measure and monitor the quality of life, development and progress of Thailand according to a series of relevant and comprehensive indicators. This paper presents how Khon Thai Monitor was conceived under a new market research platform, the challenges faced, and how the results have been applied to improve a nation.
Qualitative. Quantitative. Two Q words that have traditionally defined market research. As the marketing world evolves, a new industry vocabulary has emerged. Behavioural Economics, Social Media, Big Data, MROCs... language which has inspired passionate, yet divisive debate. Whilst many researchers are embroiled in this debate, is enough energy and passion being invested in delivering clients the best of both worlds? Are the words that will define our future Quintegration and Quality? And will this impact go beyond techniques and ultimately require new business models, talent and processes? This paper presents a challenging perspective and invites researchers to move beyond the debate to help redefine market research best practice for the future.
The evolution of technology has fundamentally shifted the position of the consumer. It's no longer about marketers talking at customers, but rather about customers choosing how and when to engage with brands. Today's consumer is empowered by technology, choosing companies not based solely on local convenience, but on the value they offer. Businesses are aware of the new consumer, yet challenged with understanding their needs and how to engage effectively with them. We'll demonstrate how a single-source methodology can help marketers to harness insights of today's consumer at a 4-dimensional level, and uncover new insights for advertisers around purchase intent vs. actual behavior. This 1:1 approach was developed to further understand motives and behaviors of the digitally engaged consumer.