The paper describes a successful experience regarding the use of a traditional research method â pure and simple desk research â to gather relevant insights to the business. The goal was to raise as much information as possible about Avonâs representatives, in a friendly, actionable and attractive format, without making large investments in the hiring of a new and complex study. But we have actually discovered a theme through various studies and were able to raise valuable insight from the work.
Market research culture is not always developed in companies. When it is, occasionally the team finds it difficult to incorporate the learnings from one project into the other. Other times, they are so eager to use innovative methods that they forget that the existing information could also bring valuable results. Having that in mind, Avon has hired IBOPE Inteligência to immerge into information gathered about their sales representatives in the past 3 years, to look for new insights. Results show that it is essential resignificate the role of the traditional research methods in the internal knowledge management, as they can bring powerful insights to the business.
At the same time that we admit that online surveys are not yet representative of the national population in Brazil, there is no doubt that it is now possible to perform hybrid studies and obtain the contribution of the "online" for studies on the general population or voters. Online surveys can deliver information that helps in understanding the context and may even point to anticipate trends and future behaviours. This presentation offers the market a very important learning from the comparison of three methods of data collection ?F2F, CATI and online panel ? specifically for studies of public opinion requiring national representative samples, such as elections, and additionally for studies conducted with specific targets as well. The proposal is to demonstrate the suitability of each method, benefits and limitations of each and indicate the drivers of choice of each method in Brazil.
A method to optimally define hub consumers in a social network is addressed in this presentation. These are the leaders that will enable a company to effectively address marketing campaigns on a social network and those who will provide online ways to defend the company or the brand from attacks in the net. Traditional procedures, such as judicial measures, from the point-of-view of speed of action are useless to defend the brand and can even amplify the damage.
Insights about media awareness are by-products of reasoning about online social networks (SNs) focusing on brands or target communities, helping in strategy decision-making on publishing business advertisement and preventing rumor and the spread of illegal information. The key issue we will present is the recently created methodology for finding insights using SNs. The process involves collecting all kinds of unstructured data: from brands to weird life styles, political position to nonsense questions, and combining everything based on a specific subject. Target communities are explored using member's information and their relationships with other communities. Therefore, a distinct model for classification allows the creation of rankings and relationships between products, lifestyles and members. Insights can be generated through rankings and bi- or tri-dimensional association maps, using correspondence analysis and visualization methods. In addition, many demographic variables collected from user profile or even generated by an association expert system allows different cross combinations and filtering. These relationships eliminate bias introduced in a conventional focus groups and/or Internet. Real cases will be presented, demonstrating the potential of this new insight generation tool compared to traditional qualitative analysis.
This paper deals with the challenging task of communicating across different cultures. It's intended to shed some light onto the intricate values of Latin American cultures and identify those that are shared by most as well as those that keep cultures apart. To understand the dynamics of values and attitudes in the region, authors have looked into more than 100 opinion and attitude statements in six Latin American markets, benchmarked by seven other western or emerging markets.
The BRICs markets- Brazil, Russia, India and China- are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today in their own right. International brand owners cannot afford to ignore them. This paper uses research-based evidence to provide guidance for marketers. It examines the similarities and differences between the BRICs, and suggests strategies for building successful brands in these huge and dynamic markets.
The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of the commercial, i.e. novelty or humor, vs. the context in which it is placed, on zapping reduction. Type of program, attractiveness, timing and target, parallel programs, position of the commercial in the break and length of the break are some of the contextual variables analyzed. A review of breaks controlled by the above variables was the methodology used. Albeit limited by minute to minute information, the research shows that context is the crucial issue, proceeding to assess the most important structural strategies to improve commercial retention.