We aim to help shift Japan's course towards a brighter future -- economically, as a society and as individuals -- by illuminating the true cost of gender inequality. To tackle the issue Unilever has partnered with Ipsos to conduct quantitative research to try and identify the issues that Japanese women deem most relevant to themselves and seek support for. This understanding is felt to be key to providing meaningful support to women, as well as enabling brands to connect with consumers with messaging that resonates.
Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned themselves as the leading contact and communication platforms of our time. However, despite the fact that each social network offers potential for new contacts, brands do not always know how to take advantage of the opportunity to participate in peoples real conversations with organic and relevant proposals, thus begging the question: how can brands engage in countless spontaneous and ever-changing conversations? Twitter Mexico, Arconte Research and Sinnia set out to answer this question by conducting a joint research project on topics trending in Mexico between January and November 2017. The purpose was to generate actionable lessons and facilitate the insertion of brands on Twitter the leading real-time platform. This paper presents the results of a journey that began with the detection and clustering of the most relevant conversations held over the course of a year in Mexico. It is followed by a cultural analysis of these conversations, centered on identifying their symbolic support and discursive rules to conclude with the creation of the framework that reflects the most recurrent conversational contexts on the platform, as well as the Rules of Engagement for any brand that aspires to engage in a live interaction in real-time, just like the conversations held on Twitter.
Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned themselves as the leading contact and communication platforms of our time. However, despite the fact that each social network offers potential for new contacts, brands do not always know how to take advantage of the opportunity to participate in peoples real conversations with organic and relevant proposals, thus begging the question: how can brands engage in countless spontaneous and ever-changing conversations? Twitter Mexico, Arconte Research and Sinnia set out to answer this question by conducting a joint research project on topics trending in Mexico between January and November 2017. The purpose was to generate actionable lessons and facilitate the insertion of brands on Twitter the leading real-time platform. This paper presents the results of a journey that began with the detection and clustering of the most relevant conversations held over the course of a year in Mexico. It is followed by a cultural analysis of these conversations, centered on identifying their symbolic support and discursive rules to conclude with the creation of the framework that reflects the most recurrent conversational contexts on the platform, as well as the Rules of Engagement for any brand that aspires to engage in a live interaction in real-time, just like the conversations held on Twitter.
What did you last read on Twitter? The latest news event? The score from yesterday's football match? Imagine if brands could spread their messages as efficiently as information flows on Twitter. Our research takes the first steps in that direction.
Driving insight into the hearts and minds of stakeholders is Coca-Cola Knowledge and Insight's biggest challenge. This presentation examines which communications create most engagement with internal audiences & provides guidelines to change insight communication for good.
For youth marketers like Pepsi, social media is a potent tool to keep abreast of changing youth values, expressions and aspirations. While marketers realize the growing importance of tapping into youth conversations in channels outside of qualitative FGDs, in most of the developing Asian countries face to face research is still the norm; and social media is seen as largely a channel to communicate -not really listen -to youth. The qualitative social media shadowing approach e-mmersion attempts to reveal true nuances of youths multiple personas. This paper explores the feasibility of the e-mmersion methodology in a multi-country study across developing Asia; to evaluate its potential as a mainstream research methodology that could complement existing youth trend spotting research in Asia.
In allowing advertisers to symbolically express their brand identity, TV sponsorship has become a privileged space for brand communication. Advertisers should keep in mind, however, that this method of communication which is difficult to control and which works by insertion into programmes and by connotation, can be risky for their brand capital. The success of a sponsorship operation largely depends upon the utilisation of the brand as well as the interaction between the sponsor, the programme and the TV station. In order to control TV sponsorship space, the SORGEM (communications research company) and MARKETING & TELEVISION (TV advice agency) are carrying out a study entitled "Brands and TV Sponsorship". Using over 1500 french and foreign examples, this study comprises a semiological analysis of 400 relevant case studies as well as a series of qualitative and quantitative tests. The results will enable a better understanding of TV sponsorship and its implications for brand communication.
The paper reports on the findings of a survey undertaken among a UK based sample of Dunlop employees with a view to evaluating internal communications within the company. The specific objectives of the survey were to discover: 1) Attitudes towards internal communications in general; 2) Actual and preferred sources of information about the company; 3) Subjects on which employees would like more information; 4) Readership and understanding of a report to employees; 5) Knowledge of Dunlop profits; 6) Readership of, and attitudes towards the house newspaper "Dunlop News". The survey revealed that employees were dissatisfied with the amount of information they received which was also felt to lack credibility. The paper reports on the conclusions reached from the survey and the action taken to remedy the weakness identified.
This paper deals with the case history of a corporate campaign for Hoechst U.K., the British subsidiary of the German chemical company, Hoechst A.G. Before 1975, corporate advertising for Hoechst U.K. had been an adaptation of an international campaign developed in Germany. It had been confined to the press medium and was conducted at a low level of expenditure. Research conducted in 1976 indicated that awareness of Hoechst U.K. in Great Britain was at an extremely low level and, because of this situation, the company had virtually no image. Given the situation, the Hoechst management decided to consider a campaign specifically designed for the circumstances of Great Britain rather than adapting the Germany campaign. In January 1976, Lintas London received a brief from Hoechst in which the main objective of the proposed campaign was described as 'to greatly improve company image and awareness'. Specifically it was required that the campaign should present the company as a dynamic component of the United Kingdom economy. Emphasis was to be placed on the fact that Hoechst U.K. was a British company with British staff engaged in the production and marketing of a wide range of high quality products.
The current Electrolux campaign has featured 'Katie' as a home tester trying both the 502 upright and the 345 cylinder models. The research was required to identify routes to develop the campaign and to give guidance on the type of information required and appropriate in both the television and press treatments. In order to accomplish this, it was necessary to identify how consumers react to the current campaign and what they understand from it. About this collection: Peter Cooper (1936-2010) was co-founder of Cooper Research & Marketing, later CRAM International, with his wife Jackie French. Cooper studied Clinical Psychology at the University of Manchester where he became a Lecturer in the early 1960s. He became involved in conducting commercial Motivational Research and by 1968 opened Cooper Research & Marketing in Manchester. Cooper was one of the key pioneers of what we now know as Qualitative Research. CRAM opened its London office in Wimpole Street in 1970 and moved to 53 St Martins Lane, WC2N 4EA, in 1972 where it remained until Peter's passing in 2010. The company changed its name to CRAM International in around 1985/86, reflecting the increasingly international nature of its work. The CRAM/Peter Cooper Archive Collection, which includes commercial research reports and early academic papers, has been preserved by Peter's children, Diana, Helen and Jonathan, and his colleague Simon Patterson. The scanning of the Archive has been supported by ESOMAR, AMSR, Peter's colleague Dr Alan Branthwaite & family, the Cooper family, and QRi Consulting. The CRAM/Peter Cooper Archive Collection is managed by QRi Consulting. The CRAM logo and CRAM International name are Registered Trademarks and the property of QRi Consulting.