This presentation opens the Digital-Innovation discussion, providing an overview of how new technologies, telecommunications and the internet are key to understanding the new research of this decade. Research today is reviewed, with its deficiencies, and how other fields of expertise have influenced Market Research to develop new methodologies. Some will be widely known, such as Online Research, while others have been barely heard of, such as Routing, River Sampling or DIY research. The presentation highlights the great possibilities offered by the symbiosis of Market Research and new technologies.
The results of this research project opens new possibilities of including new research approaches where one can find innovative material contributing to the successful construction of powerful local brands. Working in the examination of the historical and cultural environment of the area where the products are being made can significantly improve the construction of brands that are not only coherent and solid, but also have a real empathic impact with the target audience. The power of Pacha Mama (Mother Earth) was clearly expressed in the construction of this successful brand.
Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely collaborative. The generation gap is closed and for marketers, understanding the new family dynamics when it comes to decision making is the key to unlocking family budgets. The study examines the role of kids in initiating the conversations with parents, before the shopping trips commence. Also, we uncover what parents think they know about what their kids are doing vs. what kids tell us they are doing, the gap between perception and reality in the family.
This work goes back to political and economic factors that led to the emergence of a new middle class in Brazil, as well as the development of the Brazilian and global debate on sustainability and conscious consumption. It shows the effect of this new middle class consumption behavior related to indicators of Brazilian consumers' conscious consumption and the challenges that this large and important segment brings on in terms of building a more sustainable economy and society.
Social networks are more than a trendy feature or a passing phenomenon but may well change human experience in all respects. How social networks are changing the relationship between brands and consumers, and how prepared brands are to face the forthcoming challenge is addressed in this presentation. Consumers now experience a level of power that goes far beyond that experienced in the past. Social networks highlight that consumers own brands. Brand's behavior in social media is reviewed with experience-based empirical research for new media focused social networks.
The idea of the 'Digital Era' is dead. People are not becoming more connected- they were simply never disconnected. Mobile usage is at unprecedented levels in countries around the world, with mobile usage in some emerging markets surpassing usage in developed markets. Mobile technology has the potential to change the face of research- yet we must understand its possibilities and limitations. Explore the potential for mobile research in Latin America, learn how mobile can be leveraged most effectively, and become inspired on how it can stretch the boundaries of research as we know it.
Traditionally product assessment -before and after its launch- has relied primarily on verbalizations and surveys. These methods offer great insight regarding consumer's opinion and cultural perception. Recent research in neuroscience contributes to this perspective adding new tools to analyse how pleasure mechanisms predict and generate expectations. It also facilitates the understanding of how reward is involved in purchase behaviour and brand loyalty. We present a novel methodology to evaluate product competitiveness even before its launch; implications for ROI, brand positioning and product development are discussed.
To adapt and thrive in an ever-evolving world, businesses in Latin America must be willing to look at alternative research methodologies to make sense of dynamic and complicated consumer segments. Of the new research techniques circulating and gaining traction, facial coding is the most battle-ready option available. By integrating facial coding into their current research arsenal, modern marketers across Latin America can access universal, spontaneous and abundant data that crosses race, class and gender divides, and gives them an honest perspective into buying behaviour with a higher ROI.
The impactful transformation and configuration of the various Latin American societies is tackled in this presentation, be it in their consumption, the possibilities for economic development, the employment challenges faced by the young, the changes in families, senior citizens, communication and entertainment habits, as well as expenses and resources. All of this is based on a research exercise that combines methodologies as diverse as 'focus groups' quantitative interviews and the analysis of cold facts and desk research, resulting in a new way of dealing with and researching society.
Consumer opinions are prolific, authentic and insightful when respondents are more 'relaxed' in the internet versus when they are approached in person. Analysis on consumer-generated content in social media made a great contribution to nurturing the insights to support business decisions, however, social media analyses are not yet going to replace the richness gathered from traditional focus groups in which the interviewers listen, understand, perceive and feel the emotions of the individual that is in before the researcher.
Public understanding and acceptance are recognized as critical issues shaping the successful implementation of renewable energy technologies like solar photovoltaic energy (SPV). Yet, this faces multiple challenges from low awareness and misperceptions to the lack of communication and reference background providing effective clues to prospect users. This presentation discusses how market research helped clients developing the first SPV venture in Brazil by identifying the public's myths and concerns, and testing reactions to their key communication tool: a solar eco-label.