Given that most multinational companies develop their products and services in the west their applicability for markets that are at a variance - cultural logistical or evolutionary - is suspect. This issue becomes more evident in the service sector where consumer contact is high. High product (and service) parity makes it important to give that extra smile or go that extra mile via innovations that take these differences into account. The author uses Geert Hofstedeâs cultural dimensions model as a basis to examine cultural and religious influences in order to help understand consumersâ mindsets and provide the analytical framework across studies conducted in the race to stay ahead.cult
This paper demonstrates the key role qualitative research has played in developing and building Kimberly-Clarkâs Away From Home sector as an innovator in its field. This paper also highlights some general learning about researching design and illustrates this with material from a recent international study undertaken by Kimberly-Clark.
The purpose of this paper is to show how marketing research applied innovatively and interacting with companies non-governmental organisations and the media was able to spur the Brazilian society to modify its basic cultural values thus becoming in itself an element of transformation. This paper summarizes results from a year of studies and endeavors. The primary and concrete goal of the study was to determine the cultural foundation of young Brazilians and how this foundation impacts in constructing their reality. Another goal which arose during the process of compiling the information was to determine how important marketing research was as a agent of transformation and not only as an instrumental element of society as it has been viewed lately.
The first part of this paper focusses on the process in which ideas for innovative products and services are found. The process of developing a product that can be sold from the customer's idea of what will be needed in the future and the establishment of this process at Lufthansa Technik AG is addressed in the later part of this paper.
An holistic research model was applied for both strategic and operational innovations, which segments consumers on the basis of norms and values, and maps out the driving forces of social change.
This paper discusses the imperatives to make innovations work in developing economies. Adapting the product to suit local needs and conditions is a necessary but not sufficient condition for success. The entire offer and the delivery systems have to be reworked rather than a mere tinkering with the product or communication. Large volumes and faster growth is possible only by increasing penetration rather than trading market shares. Research needs to be sensitive to the fact that often the consumer may simply state the problem and not the solution and worse at times may even overtly reject a new concept which may succeed in reality.
The paper describes a research approach which is particularly suited for international research: a standardized pack test methodology which utilises latest multimedia technologies for on-screen testing of new pack designs. The digitalization of the test material speeds up the research process avoids the disadvantages of traditional mock-up-testing and gives the client a greater flexibility in setting up and conducting the research. The authors explain the process of digitalization the pack test methodology and finally the research design and results of an international pack test from the client's point of view.
This authors of this paper argue that brand leadership is not about reacting but about anticipating and taking risks. The imperative for change and innovation is particularly evident when national brands embrace the challenge to become global players. How is a brand to create a global identity that is relevant meaningful and appealing? It is inevitable that when a new visual identity is developed to reflect a change in strategy particularly when dealing with a service brand going global and the new design offers a revolutionary solution it will be placed under the market research spotlight. The challenge for research is to ensure that potentially effective and novel design solutions are not rejected due to an insensitive research process. The British Airways decision to change its visual identity has been controversial. The challenge facing the initial stage of qualitative research was how to present and explore the response to a visionary visual identity which represented a significant change in direction to a much loved and respected national brand (albeit with an existing global awareness and presence).
While consumers are at the heart of the innovation problematic they are today largely excluded from the process of developing new products and services. The opinion of consumers is sought before or after the innovation process but inclusion in the actual development comes up against several major obstacles. Given the numbers of false or alleged innovations rapidly rejected by the market it appears that the key to anticipating demand and creating TRUE innovation might lie in a closer and more active relationship between corporate people and consumers. Thus the example of âpublic consensus conferences held in several European countries show great potential. By creating the conditions for open and constructive debate between groups normally separated by language purpose and expertise (citizens scientists authorities) such conferences have allowed consumers to be brought back into the processes of evaluation and complex decision-making thus enabling and empowering them in areas previously the preserve of experts.
The paper focuses on the shifting relationship between consumers and objects of consumption. It suggests that postmodern consumption in which experiential consumption is foregrounded forces us to rethink boundaries between researchers clients and consumers. Specifically consumers are not respondents as much as they are authors of experience. Understanding consumer-based meaning constructed through the consumption experience is key for brand analysis and new product development. The result of such analysis is to effectively give consumers a larger voice in the research process which in turn requires a change in research and client cultures - in both what counts as knowing and in ways of communicating.
Markets are becoming ever more competitive with new brands competing for consumers' share of mind and heart. Building a relationship with consumers is a challenge facing all organisations but particularly so in the case of Emergent Drinkers defined as consumers from legal drinking age up to 25 years. This paper provides a model designed not to understand a current user group per se but rather to gain insight into the factors influencing brand adoption as these young drinkers mature.
The paper deals with the tasks and roles of researchers in the innovation process. These primarily derive from the nature and the final purpose of an innovation. The central thesis is of this paper is that the prime role of marketing researchers in the innovation process should be that of an active facilitator and energizer- a continuous member of the innovation team providing knowledge and adequate tools which promote the development of innovation on a valid theoretical basis. This means a fundamental shift compared to the usual marketing process involving changes at all levels: research theory and concrete tasks (paradigm free research) as well as in client relations. The authors outline the scope for innovation in marketing research which stimulates the development of new approaches and innovation in research.