This paper showcases how a pioneering research technique was used to answer questions arising from new tv broadcaster, consumer and brand behaviours. Specifically the paper shows how wearable glasses that capture high quality AV footage from a participant's perspective can add unique value and the challenges and learnings inherent in using such a method. The case study we use here emerged from a partnership between ITV and a strategic insight agency, Craft. ITV wished to understand how audiences of one of its most valuable UK programmes, The X Factor, used its companion smartphone/tablet app.
We used Stockography to study the changes in Indian weddings in the last two decades. We juxtaposed available stock of past and present weddings and identified the deltas. The data were collected through respondents, professional wedding photographers and videos and photographs shared on social media and YouTube.
The Cognitive Interview is a qualitative interviewing technique derived from forensic police methods for eyewitness interrogations. Our presentation explains how this technique can add value to market research generating insights on the detailed perception of a retail environment. To better illustrate the performance of this technique, we present the learnings from different CI shopper studies conducted in Germany by Séissmo and in Israel by Brandman Research. Using the example of Müllermilch, we show how to uncover the motivators for impulse purchases with the help of the Cognitive Interview. We also applied the technique to unravel priming effects in the shopping of soft drinks in Israel and to understand the buying decision process of baby's gear among first time mothers in the USA.
The task: Evaluate hospitality, cleanliness, safety, and announcements of Deutsche Bahn, Germanyâs national rail. The answer: This study was not conducted in a clinical facility where experiences and expectations were explored retrospectively to evaluate the gap between âreal experienceâ and âideal experience'. This study went a step further: Deutsche Bahn provided a train where âonâsite scenario groupsâ were conducted. During these groups, a train attendant acted as stimulus for hospitality. Safety was evaluated by bringing respondents into an uncomfortable situation: hooligans interrupted discussions and made the moderator leave to get help. These and other scenarios provided an authentic, emotional feedback and helped Deutsche Bahn understand the needs of their clients with more depth.
Based on new qualitative research, workshops and Viacom insights from 10 West, North and Central European markets, discover the five key themes in the lives of Millennials and how to use them both in marketing and in market research approaches. Is your business and research approach Gen Y proof? This paper aims at explaining the key themes in lives of Millennials and how these are represented in the VMN brands and content. Based in the insights, we elaborate on how these five themes are the source of some important Gen Y consumer trends happening today,
In our case study, we investigate the use of digital configurators within market research online communities (MROCs) as viable tools to empower consumers and fuel front-end innovation. Based on an online research community by Braun, an electronic devices brand of P&G, which featured a hairdryer configurator, we provide insights into how configurators can engage consumers and facilitate the dialogue in MROCs. It is highlighted how configurators help explore desirability and preferences of product features by having a guided conversation within a well-defined corridor. We argue that configurators may help design efficient co-creation processes whilst eliciting feelings of empowerment and freedom, i.e. performing meaningful and constructive tasks in new product development.