This paper aims to demonstrate that by looking at the particularly Japanese factors influencing the focus group dynamic and circumstances, the Japanese focus group can become a more useful and even stimulating methodology.This paper will argue that the failure to conduct groups optimally is a result of the displaced focus of the group interview and this is influenced by two factors: 1. the quantitative mindset of marketing research in Japan that has tried to correct the bias perceived to be inherent to qualitative research, and 2. the direct import of the focus group from the United States without considering significant cultural differences at play locally.
A new media landscape has irrevocably altered how people interact with each other, how communities are formed, how opinions are shared. This landscape is technology-led and technology-enabled, and has occasioned key shifts in the way consumers think about the world around them and about brands.This paper looks at how brands are dealing with these issues and the challenges that face market research.
The presenters argue that a true understanding of the appeal of hip-hop can have valuable implications for marketers seeking to connect with young people. Hip-hop incorporates a number of key values which resonate powerfully with the youth target. This presentation seeks to describe and explore these values and how they work, before articulating the interaction between hip-hop and the world of brands - an interaction which has rich potential if it can be properly harnessed.
This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It provides an explanation for this phenomenon, with examples from a number of areas. The paper also points to some of the implications for marketing, leading to hypotheses about how brand owners can best define and communicate their brand's values to Europeans against this backdrop.
This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that valorises relative, subjective experience. In the light of this epic conflict, the authors look at consumer relationships with advertising and brands. This paper examines: popular culture and politics; The Truman Show, No Logo, The Matrix; the divergent approaches of contemporary consumer and brand theory; numerous examples from advertising, including Guinness and Budweiser campaigns; consumer language and behaviour; sociolinguistics and group dynamics. Tools to investigate and understand the struggle in the minds of todayâs consumers are proposed. The paper further speculates on the eventual resolution of this dialectic.
The TRUE power of knowledge lies in its role of informing and guiding a brandâs future marketing plans. Usually knowledge is retrospective: marketers and advertisers learn from their success as well as mistakes; they seek to project the future by understanding the past. In this era of accelerated change retrospective knowledge or even knowledge of the present is no longer sufficient. Managers of brands require forward- looking knowledge as failure to look forward costs brands their lives. This paper describes an approach to qualitative research which helps companies shape the future brand and advertising landscape. It explores the definition of leading edge and argues that for any one brand there is a multiplicity of leading edge targets depending on whether design advertising product development or product usage is the subject of the study. It dispels the myth that âthe leading edgeâ exists as an entity relevant across categories (a view particularly prevalent in the youth market) and looks at how each brand must define its own leading edge.
This paper looks at the role of forward-looking trend research and analysis in helping to protect the cool equity and youth credibility of the Leviâs ® brand. From the start point of qualitative research, it examines the importance of instinct and intuition in looking beyond immediate category competitors of the Levi © brand, to understand the potential pressure on the brandâs share of âcool mindâ from a variety of youth brands. It concludes by illustrating how Levi Strauss & Co. has used this learning to retain its dominant position in the youth marketplace.