What transformations would you like to see in the field of MR in the MENAP region in the coming 5 years?
The potential power of consumer segmentation seldom is unleashed due to incomplete internal buy-in across departments. This paper showcases an approach used to drive high actionability, taking a consumer journey from basic usage, lifestyle and attitudinal understanding to creating internal engagement with all teams, and targeting up to impact the ROI. Linking behavior to customer segment lifestyle and mindset, thereby empowering the client to develop propositions that are tailored for each segment. Dissimilate knowledge through an unconventional interactive workshop, until the formation of GO TO MARKET plans to unleash the full potential. Monitoring performance and effectiveness of this targeted GO TO MARKET plan based on prioritization of segment potential, rather than just current usage.
Al-Futtaim Automotive Group needed strategic inputs on automotive market development in UAE and potential growth opportunities across key business lines: passenger cars, bikes, trucks & buses, industrial & construction equipment. With this in mind, their internal MR division, GMR, in collaboration with AMRB, designed an elaborate study incorporating various phases of secondary and primary research. While the information collected was vast, it was all integrated into an online interactive multi-layered map, which could provide variety of information on a single interface. This paper showcases how large volume of information was integrated into one interactive tool, which became an invaluable asset for the client in meeting their strategic as well as tactical decision-making requirements.
Play is the future of research. Attention spans are shortening and the demand for something that is truly interesting and entertaining is increasing. People no longer want to answer half an hour surveys. People want to be engaged and entertained. It is more powerful to ask questions and capture what people are doing in the moment because it has potential to reveal hidden motivations and feelings. Play can help us get closer to people in research, revealing new insights into what they see, feel, think and do. In this presentation, we will explore the role of play in building stronger relationships between people and brands, a relationship that matters in their real lives.
While there are many theories on high usage of Internet and Social Media amongst women in Saudi Arabia, very few actually examined the practical implications of such usage. Through usage of a customized online platform, we were able to conclusively establish the utility of online & social media for marketing research purposes. We were also able to find a way of getting high quality, insightful and unbiased open ended statements that are otherwise very difficult to elicit in a conservative society, especially wherein the culture of writing and articulation is not as well developed as in other markets. Above all, we were able to find out a practical way of engaging consumers for a long term, especially because the study extended to a whole month.
Award winner for the "Best presentation" category.