90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
Over the past decade, eCommerce has grown exponentially, with two massive markets, the US and China, ahead of the curve. Within each market, major FMCG companies have tried to optimize their product offer but selling online is different than selling offline, and tactics need to be adjusted to be successful. Sales on E-commerce platforms like Alibaba (T-Mall) and Amazon are affected by product findability and the inability to taste, feel or smell the product. Here we demonstrate how, with the sophisticated use of imagery, these challenges can be overcome.
Home isn't a place, it is a feeling. This presentation explores the pathos of home and how it's changing, how it differs across the diverse APAC region, and how the changing nature of home has wide-ranging business implications for brands and categories (media and content, personal care and food). The presenters will also share their knowledge on how they used film to not only gather the data on such an abstract concept but to also communicate the findings in an engaging and effective way.
In today's fast-paced digital world time is precious, speed is of the essence and attention spans are short - yet expectations of market research have never been greater. This is why we have to adjust, challenge existing norms and come up with entirely new ways of doing research. To uncover how today's consumers truly think and behave we need to connect with them in the same way they connect with the world around them. This means that new research methods will have to place mobile technology at their core, replace overly rational questions with fast-paced intuitive exercises and entertain rather than bore people. This paper shows how combining implicit research techniques with an engaging mobile interface can do exactly that. More specifically, by using intuitive swiping and tapping exercises that trigger more instinctive responses and incorporating reaction time as an implicit measure, response biases prominent in Asian cultures can be reduced and true preferences uncovered.
Strategies on how to best balance expanding survey length with the need for concise, relevant and engaging surveys is explored in this paper. Innovative ways to shorten survey length without compromising the amount of business decisions that can be unearthed and accurately researched from online surveys are reviewed. The overall goal is to explore how adapting survey research improves rather than complicates the lives of both researchers and research participants. If we are not able to shorten our surveys, then survey modularisation is certainly a proven approach that can be adopted to deliver a complete, representative data set. It will also achieve accuracy and data consistency both confidently and efficiently at scale.
While the ageing phenomenon poses challenges to social and economic development, products and services that serve the needs of the senior consumers appear to be underdeveloped, especially in Asia where the speed at which the population is ageing continues to be relatively high. This paper gives a better understanding of the myth vs. facts about seniors and highlights powerful strategies that resonate with this growing and high-spending power target.
For the first time, companies are embarking on new and disruptive activities in a quest to launch breakthrough innovations faster with more impact. At the same time, after reviewing more than 2,500 consumer product launches in the top 20 categories in each market, only 35 products met the requirements for Distinctiveness, Relevance, and Endurance to be considered breakthrough. What are the key ingredients that make this level of success possible? How can algorithms and 3D printing bring us faster and better prediction of such breakthroughs? Learn how innovation will succeed in a demand economy and in Asia.
Behavioral economics(BE) has been a big trend in market research and as it spreads across the globe, we need to consider whether we're as irrational as we seem to be. Insights from BE are often portrayed as universal human tendencies despite the fact that 96% of all psychology research is based on populations in mostly Western countries. Because of this, experts like Dan Ariely suggest that the biggest challenge for the academic field is understanding how theories work across different cultural contexts. If culture influences how people think, can we use BE the same way in Asia? How do we localise BE? To apply BE efficiently we need to be aware of all factors that could influence the decision making process. This masterclass will help delegates adapt applications of BE into the Asian context.
Behavioral economics(BE) has been a big trend in market research and as it spreads across the globe, we need to consider whether we're as irrational as we seem to be. Insights from BE are often portrayed as universal human tendencies despite the fact that 96% of all psychology research is based on populations in mostly Western countries. Because of this, experts like Dan Ariely suggest that the biggest challenge for the academic field is understanding how theories work across different cultural contexts. If culture influences how people think, can we use BE the same way in Asia? How do we localise BE? To apply BE efficiently we need to be aware of all factors that could influence the decision making process. This masterclass will help delegates adapt applications of BE into the Asian context.
Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers are ready to co-create the future of brands, more than ever. But, are companies also ready for it too? In this article, we share a couple of tips on how to successfully collaborate with consumers in Asian markets, all illustrated with case studies . We also outline the key benefits of this relatively new method, and outline a simple, but very useful framework, to check the method effectiveness on 3 levels: 'automational', 'nformational' and 'transformational' benefits.
Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers are ready to co-create the future of brands, more than ever. But, are companies also ready for it too? In this article, we share a couple of tips on how to successfully collaborate with consumers in Asian markets, all illustrated with case studies . We also outline the key benefits of this relatively new method, and outline a simple, but very useful framework, to check the method effectiveness on 3 levels: 'automational', 'nformational' and 'transformational' benefits.