The consolidation of digital marketing, the appearance of neuromarketing and the evolution of marketing itself have been challenged to improve their strategies, optimise budgets and maximise the effectiveness of advertising campaigns and stimuli. These new tools and methodologies came to the market researcher's mind to help them to decode in greater depth the behaviour of consumers, by providing brands with better and greater information to reduce risk in decision-making. Being able to measure the biometric impact (unconscious response) of a marketing stimulus on consumers was one of the main advances in this sector.
This monthâs issue is typical of the Research World approach of late. It takes an issue that is topical and important - emotional response to brands and how to research this - and looks at it from a variety of angles. David Penn challenges the emphasis on neuromarketing as a means of tapping our unconscious emotional response to brands and points out that, while we can measure responses in the brain, this does not necessarily mean that we know what those responses mean. He makes a powerful case for research as a means of trying to establish the critical links between the cognitive and the emotional. Marc Gobe links emotional response to brands with our ability to humanise them, with their personality and the experience that they create.
This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of GPS is to serve the development of perfume concepts that provoke enthusiasm ('Generating Perfume Sparkles'). The underlying principle of 'GPS' is that purchasing a perfume is more a response to a personal aspiration than a response to a need.
With the increasing use of the Internet as a medium for survey data collection, survey program managers might be encouraged to transition programs to the Internet that have previously been conducted using the telephone. They might also consider using a mixed-mode approach, combining data collected from both the Internet and telephone. Some caution, however, should be exercised. This paper describes a study designed to isolate differences in responses to Internet surveys and phone surveys relating specifically to differing survey methods. Results indicate that scale usage can vary considerably between the two methods, with phone respondents more likely to use endpoints of scales in which all response alternatives are verbally labeled. By contrast, responses are much more similar when a numerical scale is used and only the endpoints are verbally labeled. The study did indicate, however, that surveys can take less time for respondents using the internet and that internet respondents express more willingness to participate in future survey projects.
The rather intricate process of odour perceptation and evaluation defies any exact measurements of consumer responses to fragranced products. This paper will discuss a psychological approach towards fragrance evaluation leading to a theory of synethetical perception. Aroma psychology is a new way to look at psychotropic efects by odours and fragrances. Next to purely esthetics and hedonic values of scents in cosmetic and toiletry products, in future fragrance induced mood changes will be a concern of marketing in the perfume and cosmetic industry.
This is a practical paper which draws extensively from the experience gained over many years of continuously tracking TV advertising campaigns. The purpose of the paper is to demonstrate firstly how a new research-based approach can provide new insights into how TV advertising works, and secondly how it can provide new directions for making the advertising mix work better. By tracking consumer response continuously every day and every week, and by overlaying media inputs, one can now blow away some of the myths that have historically shrouded evaluations of advertising and media performance. The main problem has always been to know which 50% of advertising is being wasted. The solution is provided by an approach that fuses continuous consumer response to advertising with continuous media activity. This has produced new insights into how advertising works by separating ad performance from media performance. This has further led to the development of empirically-based models of media efficiency and ad performance. The paper draws on case study evidence to demonstrate how the new approach works and how it has been used to address key media user questions such as as...is my ad working? is my media working? how much do I need to spend on a TV campaign? how long should a TV campaign run for? what is an optimum media flighting pattern? By addressing these key questions, this new approach is making a valuable contribution to improving the quality of advertising decision making, the performance of ads and the performance of media campaigns.
Overall, the paper explores the extent to which consumers in Eastern Europe are similar to or different from consumers in the West, and presents some original data on consumer values which indicate that not only are values in Eastern Europe somewhat different from those in the West, but that these also vary from country to country, as might be expected from countries with different histories and at different stages of development. The paper starts with an analysis of the general marketing environment In Eastern Europe: underlying country differences, economic outlook, the business environment, the marketing infrastructure and social factors, It then examines consumer perceptions, with particular reference to a recent large qualitative study in the former East Germany, specifically examining responses to Western goods and advertising. The paper then examines aspects of consumer values. First, it explains the background to the measures chosen, which are based on the academic work of Milton Rokeach and Geert Hofstede. It then summarises very recent pilot survey work on young women in Poland, Hungary and former East Germany and shows outline results from these countries compared with data from West Germany, France and the UK. Results from Czechoslovakia are in preparation, and the presented paper will be able to show further data in more detail. The data represent a start in the slow process of building an understanding of consumers in Eastern Europe, as they move in transition towards market economies which may themselves prove to be different from Western forms.
In our day, resorting to the declarative is not sufficient, in particular when daily concerns and cultural practices are involved. Discourse is frequently stereotyped through cliches conveyed by public opinion as echoed by the media. Individuals are surrounded by analyses and statements regarding the society itself, with its events and its cultural phenomena; the opinion they express may reflect to a greater degree a general opinion current at the moment than it does their own feelings with reference to what they themselves have experienced. Apart from the danger of stereotype, declarative utterances run the risk of being incomplete etc, especially when it is a question of studying daily practices that are habitual or even repetitive. The respondent intentionally omits to mention certain aspects of his experience, because he considers them to be of no interest in the study context, or to look ridiculous from another person's viewpoint; or else the omission is involuntary in the case of certain practices, on account of their repetitive or virtually automatic character. These considerations have led DEMOSCOPIE to multiply its approaches aimed at completing the discourse and at sharpening apprehension of factual reality. In Part One, we discuss the various approaches, with special attention paid to systemic and sequential approaches. Part two is concerned above all with observation in actual situations and In real time.
The ideal of targeting and promotional effectiveness is to deliver to those individuals who are most open to brand switching the message or benefit that most satisfies their preferences, and to do this in the most appropriate executional and media context. The validated principles of disaggregated choice modelling are used to focus on individual differences in motivation and how consumers can be aggregated according to their probability of switching brands in response to different promotional messages. Consumer responses vary also according to the communication strategy adopted. A finite number of individual product motivational patterns are revealed that can vary in their distribution, regionally and nationally as well as by the more usual social demographics, lifestyles and product usage patterns. The degree of similarity between countries determines the extent to which products and advertising campaigns can be "globalised". By taking this individual approach to determining product motivations across cultures, solutions to international product design and promotion opportunities can be specified for maximum effect and least compromise. Examples are taken from several markets.
The following paper deals with the psychological price research and shows a strategy to increase the effectiveness of price creation under consideration of psychological rules. By varying the price of a certain trial product the effects on behavior and recognition in specific consumer groups were examined. The results showed significantly different reactions among the various groups that have to be considered when creating a price. Furthermore, a method is presented which allows consolidated turnover prognosis at a given price adhering to a combined economic and socio-psychological procedure.
The following paper deals with the psychological price research and shows a strategy to increase the effectiveness of price creation under consideration of psychological rules. By varying the price of a certain trial product the effects on behavior and recognition in specific consumer groups were examined. The results showed significantly different reactions among the various groups that have to be considered when creating a price. Furthermore, a method is presented which allows consolidated turnover prognosis at a given price adhering to a combined economic and socio-psychological procedure.