This paper is aimed to showing ways to enrich and refine our research approaches based on these findings. In addition, a way to actually measure the differences between 'real behaviour' and 'cognitive answer' is examined as well as a way to measure the imaginative power of a topic or brand.
More and more research shows that consumer behaviour is driven for an important part by subconscious processes in the mind. Existing research techniques to uncover this area are either expensive or not very effective. Guided relaxation generates insights that are beyond any research technique so far. The method is based on the principle that real insights break through when the mind is completely at ease. By stimulating an 'alpha' state of mind, respondents have easier access to subconscious beliefs and memories.
This presentation emphasizes the usefulness of narrative research in marketing, vividly illustrated by insights in women's perspectives on advertising. A new software application (SenseMaker), which brings narrative research to a higher level, is introduced. This software enables to up-scale the narrative data collection and detect signals in complex human data. First results using this method are shared. Based on initial analyses the presenters explain how to explore and interpret patterns in the complex human data.
Many organisations have big questions that are not tackled head on as they seem to be beyond the reach of research. This presentation will illustrate how new technology, combined with partnership working and big picture thinking, can be employed to address such questions. It shows how eye tracking technology, in combination with established qualitative methods, was put to work relatively easily, and to great effect in a real world environment to understand consumer behaviour and related media consumption.
This presentation comprises a case study of the usage of Web 2.0 technology channels to conduct marketing research to guide creation of a public service campaign directed at teens in the United States. Three years of qualitative research informed the campaign at every step in the process from initiation through launch and beyond. The research included both elements of old (in-person, in-home research) and new (video blogging, text messaging journals and surveys of social media pages).
Semantic Mining provides an effective way of statistically detecting the hidden information in texts, namely to identify patterns and interrelations, peculiarities and the essence of qualitative research data. The methodology is a hybrid between qualitative and quantitative analysis techniques, because it can extract quantitative key figures from large amounts of unstructured text. At the same time it still values each single verbatim of the respondents. Learn more from qualitative text data to gather deeper and more valuable insights about a company, brand, customer, competitor, industry, etc. for making better decisions.
This presentation is based on a case study on the process of developing concepts for residential property products. The real estate market in China hasn't reached its maturity stage and many people are just starting to move from shabby rooms shared by generations to modern apartments. It remains difficult for consumers to verbally express their needs accurately. A new methodology was designed to explore consumers' potential needs and translate these needs into the languages that designers can understand, and finally reflect them in product concepts.
The presentation contains results of conscious self-reports compared to neurophysiological unconscious reactions (reflected by EEG, EMG, and SC). The relation between the methods and present interpretations based on qualitative methods and biometrics is illustrated, concluding with a proposal of integrating them. In effect we would gain a deeper understanding of analyzed ads, not only realizing which creative solutions work, but also why. This integrated approach would help us to better understand not only marketing communication but above all, the mind of the consumers, both on the conscious and unconscious level.
This presentation is based on the work carried out on the development of the Unilever Global Deodorant Team Insight Portal. The presentation suggests ways in which insight can be communicated more effectively, introduces the concepts of insight isolation and research equity and highlights some of the potential pitfalls of insight portal development.
This presentation demonstrates the need for qualitative research to evolve in terms of deliverables. Inspiration was drawn from two different yet rapidly evolving areas; cinema and cricket. For researchers to grow and clients to thrive in the current environment, it is crucial not only to take cognizance of the clients' needs, identify the insights and translate it into actionable recommendations, but also deliver it effectively so that the audience can be convinced of its power and profit from the continued use of qualitative research.
The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern consumer climate. More specifically they verified the perception of authenticity among young consumers. In this presentation a new definition of authenticity is constructed. Since youth are the consumers of tomorrow, how this definition affects the way market researchers will interact with this new generation of respondents is illustrated.
Developing successful marketing strategies requires the unmasking of the inner human using appropriate methodologies. This requires an understanding of how the mind works, how humans process information and make decisions. Many misconceptions in this area still exist, which lead to less than ideal approaches (and ultimately to failed products). This presentation will first focus on the latest understanding of how the mind works and then draw implications for research. Three different approaches to unmasking the inner human are presented, including case studies of their application.