Semiotics is a thriving specialist marketing insight methodology. Many leading global brands and organisations are now effectively using semiotics to inform brand strategy, communication, design or NPD. For a methodology that is constantly engaging with emergent codes and changes in culture, MENAP markets a specific challenge: how to capture the consumer context in cities with transient workforces, patchwork cultures and rapid economic/social change? This paper aims to introduce how in-depth semiotic research and the Cymbol app can directly interact with cultural influencers and consumers.
Through way of a moderated panel with two top MENAP research buyers, and an interactive Q&A with the audience, this presentation aims to emphasize how critical collaboration is in guaranteeing successful business relationships, and consequently, business results.
With the advent of more robust digital platforms, marketing is moving from audience- and channel-based planning, to person-centric marketing. With this shift in focus, tools to quantify and analyse the behaviours at the individual level are required. However, previous research shows that consumers, when compared by age or gender, have fundamentally different media behaviours. These differences are critical to marketers who aim to tailor their plans and ensure their target audience receives the right messages, via the right touchpoints, at the right time. This presentation will highlight how, by using data capture and processing technologies, insights can be utilised to provide a complete picture of the complex cross-screen, cross-device behaviours of today's digital consumer.
The quality of answers we get are proportional not only to the quality of questions we ask, but how we ask them. Clients are facing unprecedented clutter, competition, complexity and consumer sophistication. Increasingly, qualitative research is being sought to strip the consumer bare - to reveal the deepest, most human truths, to unleash creativity in unprecedented ways, to facilitate stories and unearth insights that inspire 'future-proof' brands. As clients recognize that mass marketing is old and ailing, as psychographic and segmented approaches are being more widely adopted, as creating experiences that stretch brands without breaking them become all too important, as the world becomes a lot more nuanced, it has never been a more appropriate time to approach the consumer differently.
A view from WIN Pakistan.
Nowadays social listening and analytics is an integral part of market research and customer insights. Surveys alone are no longer adequate, or fully representative of how consumers perceive brands and products, unless they are shorter, faster, and integrated with other sources of information such as social listening. It will be shown that accurate social listening integrated with retail measurement and surveys can help companies uncover valuable customer insights. A case study about Health & Wellness will be presented to showcase the power of data integration.
The inflation wave is hitting full force in the Middle East & North Africa region, at a time where the political scene is not holding strong grounds. Anxiety levels are surging. People are torn between their dreams and aspirations AND the need to sustain existing living standards, driven by their limited means. 'How are people reacting and coping differently or similarly across the region?' and 'How will this impact the business?'Building on last year's success in "Wallet" exploration in Egypt, the journey extends to KSA and Tunisia, aiming to draw a macro view through a comparative evaluation of spending patterns â giving actionable and relevant insights that will help tailor both regional and market-centric strategies with special focus on KSA.