Google and Nielsen came together to develop a way to better understand how consumers go about researching and buying mobile phones. With the internet in the palms of their hands, consumers interact a lot with the medium before considering and/or evaluating or purchasing any product. We wanted to capture this interaction and how this influences the path to purchase for the category. The goal was to reduce reliance on claim-based research techniques, especially owing to the complexity of the digital touch-points to mobile phone purchases, and move to observation-based research.
How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse reports in Brazil.
How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse reports in Brazil.
Augmented Reality (AR) alters a person's perception by overlaying virtual images over the real-time environment while virtual reality (VR) replaces the real-time environment with a simulated environment. Increasingly, retailers and marketers are making use of AR and VR to market and improve customer experience. However, AR and VR are not only ways to market products and advertise. Embracing the technology, researchers are able to radically transform how the industry conducts research today, through gamification via AR and remarkably realistic simulation through VR environments. This presentation aims to provide some thoughts on how researchers are able to use new technology for gathering data and better understanding of consumer behaviour.
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 low success rate for innovation in Indian FMCG became a subject of interest at Nestlé India. Partnering with Nielsen we set out to understand what it takes innovations to win in the long term- form birth, to breakthrough and beyond the first phase of life on the shop shelf. The ensuring investigation threw up some surprises, but more importantly brought forth simple tenets that can instruct new launches to higher probability of enduring success, The passage to a winning, sustainable innovation has two critical stage gates incumbent in it: getting the innovation rights (pre-launch) and getting it through (once on the shelf). We examined both via frameworks created for the purpose and developed a guide for marketers wishing to maximize their chances in the marketplace.
In an ideal world, we would all be mindful every moment of our lives & keep track of exactly how we feel and what we are thinking. However, about 47% of our waking hours are spent thinking about what isn't going on. Consumer research often relies on mindfulness of moments so as to discuss and elaborate. This presentation is about finding a way to study not just the mindful moments, but also the transient ones, using a hybrid approach. Through a study we did for Google, we will establish a case for marrying mindfulness techniques, big passive data and immersive and longitudinal qualitative techniques to complete the narrative around every single moment.
In an ideal world, we would all be mindful every moment of our lives & keep track of exactly how we feel and what we are thinking. However, about 47% of our waking hours are spent thinking about what isn't going on. Consumer research often relies on mindfulness of moments so as to discuss and elaborate. This presentation is about finding a way to study not just the mindful moments, but also the transient ones, using a hybrid approach. Through a study we did for Google, we will establish a case for marrying mindfulness techniques, big passive data and immersive and longitudinal qualitative techniques to complete the narrative around every single moment.
Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share extensive findings that directly address these concerns. We review results from EEG studies of neurological engagement which indicate that, with appropriate experimental control, results from small samples can be stable, and that results obtained with one sample can be reproduced, with a high degree of reliability, in new samples. Second we report a variety of findings showing that measures of variability in creative quality derived from such indices can significantly predict outcomes, both in laboratory choice experiments and in population-level marketplace behaviour.
Hispanic bilingual Millennials (Billennials) are an increasingly important consumer group. Defined by their ability to speak both English and Spanish, it is critical to understand the impact of language on advertising in order to optimize messaging for this demographic. In ground-breaking research, Nielsen, Univision and SMG did just that. Using consumer neuroscience technology, they explored how Billennials' brains reacted to advertising on a second-by-second basis to reveal consumers' unarticulated language preferences, and the impact of these preferences on how the ad was received. We will also show brain response in real-time by conducting a live demo of Nielsen's brand new Fourier One Headset.