Usability is no longer enough to explain the value of interaction with technical systems. An efficient, effective and satisfactory attainment of targets is no longer sufficient to explain why certain technical systems are used, purchased and desired more by users, who rate them more highly than other systems. The evaluation of human-machine Interaction (HMI) is also influenced by components of experience and affects. This has coined the term "User Experience" (UX) as an overall concept for new means of researching and quantifying human-machine interaction. For this reason GfK SirValUse, together with the GfK Verein, conducted a series of fundamental studies in 2011 and 2013 to develop an easily applicable model of User Experience.
As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a fast-changing society. A semiotic analysis of the multiple and evolving discourses that surround the urban Indian consumer - in conjunction with an understanding of the underlying cultural DNA that subconsciously shapes how we interpret the world - helps decode the new and emerging templates that are shaping consumer attitudes, aspirations and motivations. By mapping and interpreting change across a variety of discourses that define today's India, this paper illustrates the rich potential of semiotics to offer brands resonant platforms for positioning and creative development.
Air France KLM and TNS will present the road taken to meet the high standards of modernity. Asking general satisfaction questions is no longer enough. After decades of satisfaction surveys, Air France KLM has finally turned a new page. Innovative thinking is influenced by three forces: the strategic call for the one number you need to know, the growing need for more details, and a relaxing evaluation process experienced by the customer. Moreover, Air France KLM is embracing customer-centric thinking: the customer is more and more in control. As a demonstration of this new approach, Air France KLM will present its innovative mystery-shopping programme where experienced customers are invited to join the quality observer programme. This enables loyal consumers to evaluate the services WITHIN the customer journey.
Usability is no longer enough to explain the value of interaction with technical systems. An efficient, effective and satisfactory attainment of targets is no longer sufficient to explain why certain technical systems are used, purchased and desired more by users, who rate them more highly than other systems. The evaluation of human-machine Interaction (HMI) is also influenced by components of experience and affects. This has coined the term "User Experience" (UX) as an overall concept for new means of researching and quantifying human-machine interaction. For this reason GfK SirValUse, together with the GfK Verein, conducted a series of fundamental studies in 2011 and 2013 to develop an easily applicable model of User Experience.
High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less reliable, in Asian cultures due to the prevalence of response bias. Facial coding represents an opportunity to measure true emotional responses that can mitigate that bias, but facial expressions tend to be significantly more subtle and fleeting in Asian cultures. Given these dual challenges, we present a solution path towards better communication of, and the science behind, emotional insights. We also present results from the first facial expression-sales prediction study in China, in conjunction with Mars Inc., to further explore how facial expressions are connected to actual Asian consumer behaviour.
Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated communication plans, which would be able to measure the effectiveness and contribution of each campaign, of each medium within the campaigns, and their impact on brand equity and consumption. This presentation demonstrates how an emotional approach to measuring campaign effectiveness was able to produce actionable results which allowed Coca-Cola to optimise their strategies, understand the importance of different media for campaigns as well as quickly react to extreme market conditions, focusing on relevant brand indicators that translated what was happening in the market in a powerful way.
As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a fast-changing society. A semiotic analysis of the multiple and evolving discourses that surround the urban Indian consumer - in conjunction with an understanding of the underlying cultural DNA that subconsciously shapes how we interpret the world - helps decode the new and emerging templates that are shaping consumer attitudes, aspirations and motivations. By mapping and interpreting change across a variety of discourses that define today's India, this paper illustrates the rich potential of semiotics to offer brands resonant platforms for positioning and creative development.
High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less reliable, in Asian cultures due to the prevalence of response bias. Facial coding represents an opportunity to measure true emotional responses that can mitigate that bias, but facial expressions tend to be significantly more subtle and fleeting in Asian cultures. Given these dual challenges, we present a solution path towards better communication of, and the science behind, emotional insights. We also present results from the first facial expression-sales prediction study in China, in conjunction with Mars Inc., to further explore how facial expressions are connected to actual Asian consumer behaviour.