The paper describes the work that has been carried out to understand how adolescents in post-communistic countries perceive sexual and erotic symbols in advertisement. There are reasons why these symbols would not be generally accepted. Research showed there are some problematic areas and schemes that should be used carefully in advertisements targeted to young people.
All research and media exist by definition, like everything else, in context. The cultural shaping of (expectations) of methodologies, presentations, analytics, and values is not a surprise and while it is easy to deride the trivialisation brought about by reality TV, it has nonetheless done research a service by at least opening the door to ethnographic/ immersion techniques and presentation styles. More significantly this context has reframed our research world and its focus. These concepts and contexts are explained by a variety of writers but a critical effect on researchers and research has been and continues to be the re-framing of marketing - and thus research - on the basis of individualism and less on mass markets. By studying this and understanding it, we gain some insight into the future, as well as the past requirements and expectations of research and the ways in which it is presented to clients.
Over the past five years research has made some giant strides by increasing its impact on business decision making. But what does this mean for the relationship between client researchers and their suppliers? The focus of this paper is a case study showing how researchers, web designers and GlaxoSmithKline Consumer Healthcare worked together to help transform one of the UK's leading stop smoking websites. The case study is used to develop a five-point guide to help enhance client-supplier relations and to facilitate effective research within organisations. In addition, the paper contains new research amongst a cross-section of client researchers and provides encouraging insights into the current status of research.
This paper outlines the rationale and process for developing a new kind of consumer insight programme; innovative in both its way of 'mining' for emerging consumer desires (as a platform for future brand planning and development) and its approach to disseminating that information through a complex, multinational marketing and distribution network.
This paper argues that new product development research requires a very different approach where the technology being tested involves a change in mindset. It uses the example of a concept test for a new form of mobile instant messaging.