This paper investigates local and global companies and their abilities to create balanced innovation portfolios throughout the main three types of innovations (core, contiguous, breakthroughs) comparing developed and developing countries, as well as different categories of products and manufacturers. This analysis is done via the Ipsos InnoQuest Archetypes tool which is an algorithm that helps classify new ideas and concepts into different personality types. This is then used to describe what happens in the LATAM region, and also uncovers ways and implications in which researchers and marketing professionals together can finally help drive bigger and bolder innovations in the region.
This paper shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customers' motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kaspersky's global brand strategy.
As global marketing and market research efforts increasingly become centralized, one of the fallouts has been a loss of intuitive cultural knowledge that has traditionally been built into consumer insight and marketing communication by local teams working within their own cultures. Formalizing implicit, unstructured cultural knowledge is challenging, and what we are sorely missing is a common language and framework that allows us to compare markets on the most important elements that define culture. This presentation reviews efforts to develop a universal, archetype-based framework to understand and compare cultures.