Do you want to foresee the future? Then, why not create it? We'll show how we access to ideas/ images of the future that are 'submerged' deep in consumers' mind and weave them into a compelling story for brands to realise their desirable future.
Do you want to foresee the future? Then, why not create it? We'll show how we access to ideas/ images of the future that are 'submerged' deep in consumers' mind and weave them into a compelling story for brands to realise their desirable future.
How Coca-Cola Japan partnered with a tech start-up to co-create an offering appropriate for their market. By addressing issues around time and efficiencies they achieved win-win outcomes. According to the Japanese Market Research Association, in 2013 the Japanese market research industry grew by only 0.8%, down from a huge increase of 8.4% in the previous year, since then the industry has grown in Japan, but has yet to reach the levels of growth seen back in 2012. This arrest in growth in the local industry was accompanied by a severe tightening of budgets across the marketing and insights functions.
Why considering and addressing core business behaviours as well as the end-to-end customer journey, driven by customer insight, is essential in creating and implementing an authentic diversity and inclusion strategy.
Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.
Impact is the name of the game in Market Research. There are two critical success factors to activate an organization with the outcome of research; a co-creative platform where employees can interact with the insights and a research method that generates immersive data to feed in this platform. Dannon has set up Consumer Activation Studio, a cross-department collaboration platform where employees are inspired to interact with the research results and turn shopper insights into concrete ideas, stronger brands and future-proof business concepts. Feeding this platform is the "Healthy Minded People community", a tribe of almost 100 shoppers across 7 retailers in the US taking part in mobile ethnography, shopper safaris and ideation challenges.
Design research is an integrated process where the client and research team work together closely. Design thinking brings a new mode to traditional market research methodology and which can lead to better marketing innovations and solutions. How to apply design thinking elements in the process of creating meaningful service experiences among the different customer touch points, how these touch points are constantly changing in the China landscape, and what brands should be doing in order to innovate and maintain a competitive advantage is addressed in this paper.
Can online consumers contribute to market research about fragrance, if we can't digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle have recently begun adding input from online consumer communities to IFF's fragrance development process. We have developed a first, pioneering international research programme together, getting close and personal with consumers in each of IFF's seven priority markets. We interacted intensively with these groups about their prevalent perceptions of fabric care in general, and about the washing process and washing detergent fragrances in particular. The result is a wealth of actionable, qualitative, hands-on insights that IFF will benefit from for years to come.