NFO WorldGroup Middle East and Africa has developed alternative methodologies and approaches to help mine consumer minds and tap into the Gulf Arab society that is seemingly inaccessible to marketers and marketing researchers. This paper reviews the conceptualization of these approaches into a philosophy called Al Taqarub ('Getting Closer'). Al Taqarub is the result of working closely with Gulf Arab housewives for several years and over many projects, understanding the conflicts and paradoxes that govern their lives and the behavioural mechanisms they use to resolve tension and find an acceptable balance. Al Taqarub helps understand the psyche, personality and lifestyle of Arab women as well as to identify broad emotional themes that brands can tap into to become more successful. It does not limit itself to segmenting the market into homogenous clusters, but drills into each cluster, segments consumers' minds and identifies emotional hot buttons that brands can leverage. It is all about understanding the paradoxes, inconsistencies and apparent contradictions that characterize the Gulf Arab housewife.
Direct consumer contact programmes - in which people from all levels of the organisation aim to meet the 'real people', who use their products and services - are all the rage. It is generally accepted that this is a 'Good Thing'. This paper reviews whether or not this fashion really is a good thing given the investment in time and the logistical difficulties it involves. Using some primary research done especially for the paper, the author illustrates how even the most mundane observations can lead to some interesting new marketing initiatives and product concepts. The overall conclusion is that the key to success is in the process used to drive insight from observation.
In order to increase sales, it is important to understand what happens within the mind of the consumer while in the retail aisle.This paper describes research conducted for Black&Decker, Society Brass Collection among consumers while shopping for door hardware. Consumers were observed, their behaviour quantified, and additional in-depth interviews conducted. During the interviews, consumers shared insight into their shopping process and explained reasons for their observed behaviour. Results present an in-depth understanding of how retail cues, product placement, brand loyalty and package design impact the purchase decision while in the retail aisle.
The paper presents a unique four-phased research approach for utilizing consumer insights to help determine how existing technologies can be transformed into new product offerings. Designers of technologies are often locked into perceiving their technology as the product it was initially developed to be. Research shows that consumer insight can be used to identify new, unintended applications or products for existing technologies.
Recently, BankAustria Creditanstalt has successfully developed a strategy to target the upper mainstream market in Austria by using the Sinus-Milieu® approach. The extension of that strategy to the markets in Central and Eastern Europe is currently underway. Centering upon this practical example, this paper describes our specific methodological concept when confronted with international research and the issue of cultural diversity, its application in the case of the BankAustria Creditanstalt, and its application to the post-communist transformation societies in Central and Eastern Europe.
The authors have developed a new set of 'mega' databases using conjoint analysis. The databases help delineate the customer mind and provide practical guidance for marketers, product developers, and advertising agencies. Each 'mega' database comprises approximately 30 related conjoint studies in a general area (e.g., buying situations, insurance, beverages, good-for-you foods, craved foods, the not-for-profit 'giving' experience, etc.). This paper deals with a single 'mega' study, Buy It!, created and executed with more than 3,500 respondents to understand the shopping experience. The Buy It! Database study comprises a cross-sectional and tracking system that reveals what specific features about the shopping situation and what communications drive customer interest. Meta-analyses within the database of 30 related studies reveal newly emerging trends, and areas of opportunity. This paper shares the results of the Buy It! Database, from method to analysis to specific results to newly identified segments.
Brands that consistently do well in the market place are the ones that forge long term relationships with the consumer. These brands connect as they are anchored in powerful insights which trigger a positive response with the target audience. Powerful insights reflect the cultural imprints of a given environment. Despite its cultural diversity every nation is unified by certain cultural imprints which collectively trigger the passion of the average citizen. The authors have identified five hot buttons based on cultural imprints that have its moorings deeply entrenched into every Indian psyche. In fact they are deeply embedded into the DNA of most Indians. These combine to form a ceaseless flow of energy through a variety of patterns that seamlessly mesh into one another. The Hot Buttons that trigger India as a nation are Religion, Family, Politics, Cricket, and Cinema. These have a hologram effect. Even a fractional experience of each is representative of the universal whole. The Indian philosophy of 'great tolerance and inclusiveness' forms the basic fabric across all the 'hot buttons'.
This paper describes how research, with the use of technology, can be applied to various decision-making processes throughout the production and marketing stages of real estate. A traditional construction company developed a new marketing approach by gaining insight into the phrase 'a home'. The company moved its position from mere functionality towards market and consumer orientation. By applying a range of research methods, a wealth of results was achieved. The researchers and client created an interactive web-based reporting system, with photos, animations, statistics etc., designed for continuous updating and analysis. Furthermore, planners, designers, architects, engineers and other professionals within the clients' organisation can use the system easily and creatively throughout planning and production cycles.
This paper highlights the importance of process management and strategic partnership in developing competitive advantage and creating stronger brands. Through a journey into the Portuguese chocolate market, the authors demonstrate the effectiveness of using combined research methodologies in the process of discovering not only consumer but also shopper insights. Major findings of the research became 'knowledge transformed into action' at the point of purchase.
This paper is a summary of findings from a photo study conducted among 450 kids aged 8 and 11 years from nine European countries: United Kingdom, Germany, Spain, France, Italy, Netherlands, Sweden, Denmark, and Norway. Kids were asked to take pictures, fill out a diary, draw pictures, design ads, and create inventions to illustrate the key influencers and influences in their lives. Findings were analysed by age, gender and region with a special focus on the French sample.
BMW wanted to assess the opportunity to develop a new vehicle, designed to fill a gap within a segment of the car market. The hypothesis was that there was a need for a car which combined the more 'practical' aspects of some of the current cars in the market place with 'emotional' elements relating to style and performance which were normally associated with other cars. BMW wanted, therefore, to undertake market research across the main European countries in order to assess the extent to which there was a potential for a car which combined: 'rational'/practical aspects; emotional/styling needs; and the ability to satisfy the requirements of the premium end of the targeted segment.
This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research conducted in the United Kingdom and Germany in August 2002. Lever Fabergé first highlighted the changes talking place in July 2002 as they witnessed their brands undergoing unexpected changes in the eyes of consumers.With the support of the Personal Care team at Lever Fabergé; we set about taking a 'bird's eye view' of the market place. As the owners of a huge portfolio of brands covering a wide range of life-stages the Lever Fabergé team are acutely aware of the changes taking place in consumer attitudes at present and recognise the untapped opportunities that may exist.