Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a ‘glocal’ approach seems the natural way to go, in reality, mapping local regions and developing a strategic approach for each while maintaining a unified brand essence is seldom easy. In this joint presentation between Unilever and De la Riva Group, we'll share the two major breakthroughs of our project Ethno-Food Truck, a culinary roadtrip across Mexico to understand regional differences in food culture. We will look into the relation between information quality and recruitment technique: how a more organic approach to participants’ promotes more profound answers; and the advantages of allowing our clients real-time access to the results so as to favour results application over mere exhibition.
Unilever wished to invest in Comfort, the flagship fabric conditioner brand, to build a strong fragrance property. Ipsos UU partnered with Unilever on a unique NextGen Qual pilot that helped leveraging from across a variety of data and insight sources to curate for insights and craft for inspiring storytelling - hosted on a unique platform that allows UL to maximize return on insight. The study covered 5 markets (Brazil, Indonesia, Thailand, UK, Vietnam) and was executed in 5 weeks.
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.
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.