Research about Chinese consumer motivations and perceptions needs new and different techniques and methodologies in order to match the specific Chinese cultural context and heritage. For gaining a deeper understanding of the meaning of brand personalities to Chinese consumers, the Zodiac sign brand research approach has proven to be extremely helpful and efficient. The presentation introduces this new approach, comparing it to the well established approach of Jungian archetypes. It demonstrates, how with the Zodiac approach one can identify unique brand propositions and analyse competitive positionings. The application of the Zodiac methodology is shown with concrete brand examples of the automobile, fashion and beer market.
This case study on how to bring together GenY and Qualitative Market Research is presented in a storytelling format, based on in-depth interviews conducted with GenY in France, Germany and the UK as well as three interviews with HR experts in France, Germany and Belgium. We will provide an intimate perspective of what drives GenYers in the professional world so as to give you concrete insights on how the industry can attract and retain high-potential GeY juniors.
For a research to be truly successful, it is imperative to have respondents who are inspired to participate. We detail our approach that took previous learning into consideration to design a new and inspired methodology. The presentation also outlines how offering internal rewards versus simple incentives magnifies participants engagement levels.
It is inspiring to experience the sudden appearance of a dazzling insight, the feeling of transcendence, and the magic of serendipity even if it's only for a fleeting moment. But this is too often a rare occurrence, and, furthermore, this experience might not lead to action, let alone transformation. For perspective shifting insights to appear and inspire effective commercial action, both in a sustainable manner and on a larger scale, a conducive culture must be created. This allows inspirational action to take place in a routine manner, which ultimately leads to transformation. We will also emphasise the importance of five significant values that are vital to creating such a culture.
This paper explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. It provides advice on the best way to ask predictive questions and the best techniques for conducting predictive research. This paper shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic.