Today's marketing research is often still limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential. Medical methodologies concerning the exploration of the human brain like Neuroimaging (and especially functional Magnetic Resonance Imaging) and their application to marketing research have demonstrated to be able to fill this gap, explaining partially the underlying neurophysiological processes of consumers' decisions and perceptions. This opens the possibility of a better understanding of the potential impact of different marketing elements. During the presentation, the research team will give a comprehensive introduction of the application of Neuroimaging methodologies to consumer research with focus on the consumer's purchasing decision, as well as discuss its opportunities and limitations.
A theoretical framework exploring the importance of Multisensory strategies as the entrance to the consumer's mind and heart in order to create an emotional relationship between a brand and the client. How could a company create real emotions that maintain a loyal consumer? This conference will cover the importance of innovative ways of being close to the consumer considering that the product differentiation is now based on how to give the information to the consumer, to make contact in a high level natural way: Emotions. Statement that goes over consumer emotions as the solution for marketing strategies and the senses as the only way by human nature.
Companies face a strong imperative to take their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their brand shares have leveled off at home. Consequently, very few global brands developed with a global audience in mind. They ventured into foreign markets with a long history of success at home, but not necessarily with the tools needed to replicate that success elsewhere. Few brand positionings have the potential to stretch without adaptation across different cultures. People's needs, values and desires still differ dramatically from one country to the next. This presentation will feature proprietary research conducted in eight countries Brazil, Russia, India, China, Mexico, UK, the U.S.A and Germany and will examine what drives loyalty to global and local brands.
The purpose of this presentation is to show how Nestle; is facing the challenges of entering the Latam market successfully and how it is providing guidance for a global strategic brand development with a local solution in the arena of the Employer Branding;. Actually, companies are making use of marketing techniques that have worked successfully with consumers and are applying them to engage employees. This case study shows the difficulties that exist when looking for a local solution, across the Nestle Austral American Region, keeping the identity of the employment market of each country and the value of the global proposal. Moreover, it is remarkable to know how a global company could capitalize on branding, its values, as well as being able to save costs, time and duplication efforts. This paper is a whole description of the research plan, the background explanation, the creative work with HR team, as well as advertising and media agencies. This experience could be repeated in other companies as a real opportunity. It is also a good case study to reveal new possibilities and widen a new field for Marketing Researches.
Lidia Oie, responsible for the Qualitative Studies Area at one of the biggest marketing research enterprises in Latin America, will describe the uses and achievements of deprivation studies. This technique allows to identify the value that a product or service has to consumers, by placing them in a real lack of that product / service situation. Deprivation makes consumers behave in a way they wouldn't be necessarily able to express when asked about the hypothetical lack of that product / service. Lidia will share her experience in the use of this technique, show the multiple benefits of this tool and describe the steps that should be followed in order to make the most out of these studies' results.
The presentation comprises an analysis of Latin Americans' points of view regarding the globalization process. It presents the Latin American mixed feelings towards this process, focusing three dimensions: political, economical and cultural. Based on Voice of the People Survey (year 2006 and 2007), a worldwide systematic poll, It will provide an international and interregional comparison, bringing insights and providing a better understand of Latin America citizens and a guidance for strategic planning as well. Additionally, it offers an original scope of analysis: the impact of globalization in Kid's world using a case study: the TNS Moms and Kids Survey 2007.
Youth (defined as 16-25) in Latin America is both an actor and a target of change. At that age, they are either at school (High school or University) or entering the productive world. Not only are they consumers (and vectors of fads, new values, fashion, technology) they are also the leaders of tomorrow. 15, 20 years from now, they will impose their own agenda to the world. In this globalized world, a new player has emerged: China, now competing fully with Latin America for a share of the world market. Youngsters in China are now 300 million (27 Million in Mexico, 51 in Brazil), Chinese Youth historic frame of reference is post Deng xiao Ping. They are fully immersed in China's latest revolution: Consumerism. And (a major difference from other emerging markets such as Latin America) as they enter the consumer world they lack the expertise passed on by former generations: Cosmetic consumers in China cannot refer to their mothers or aunts for advice on how to use lipstick, because their mothers and aunts never used the product! So 16-25 Chinese youth have to invent everything from scratch, not re-invent as in Latin America. This paper will present a cross-cultural study involving selected Latin American countries (e.g. Mexico, Brazil) and China to measure values, attitudes and behaviours of 16-25 urban respondents in Mexico, Brazil, and China and its possible impact on manufacturers and Brand global strategies.
The e-commerce Industry has been increasing at a steady pace worldwide for the past 5 years. However, in emerging markets its relevance and accelerated growth has just started in the past 1 to 2 years and it will continue to grow as internet penetration increases. In Brazil only, sales through e-commerce have reached US$ 2 Billion in 2006, a 70% increase with respect to 2005. Nevertheless, the challenge resides in adapting an internet based model to non-traditional e-commerce products (products other than books, CDs, videos, electronic devices, etc.) that requires feeling, touching and testing before buying, especially in countries where the physical interaction with the retailer is essential.
With the advance of globalization and the new demands imposed by the reality of the 21st Century, the search for new routes for the development of Market Research has become imperative, and the opportunity to conduct online research has been one of the main turning points of this new perspective. Recherche, the author's company, has developed many projects involving online qualitative methodologies in the past four years, having introduced to the Brazilian market the Recherche Boards, its version of Bulletin Boards. This paper reflects Latin America's position in this context, while providing a critical analysis of the opportunities that may derive from a more consistent application of online Qualitative Research, sharing the experience obtained by the author in these years using this type of methodology.
Living in a glo-cal culture isn't easy: major trends and local particularities converge, collide and finally merge in a sort of cultural mash, which has both to be dissected into its particularities and understood as a whole in the quest for consumer insights. Market categories play a key role in this dynamic. They became cultural spaces where consumers negotiate their personal and collective identities and deal with transcendental issues. We present a methodological attempt at understanding the "how" instead of the "what" consumers think within the boundaries of each category, as a vital step towards building a solid connection between brands and consumers.
This presentation describes the idiosyncrasies in Brazil and the focus group initiative that has been launched by the IBM Brazil marketing team to engage sellers to obtain feedback and educate them on the company's new advertising campaign to be launched during 2008. It was the first time that such initiative was launched by IBM in the country. The experience, its advantages and disadvantages, pros and cons, as well as results will be shared during this presentation.