Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
Consumers love innovation, but most brand's innovations are not innovative nor relevant. Uncover how to successfully innovate by hearing consumer's perspective and thinking beyond your category.
Changes in consumer values after a major event have been assessed by traditional polls, but these traditional polls are significantly limited to be applied retroactively. The authors carried out a survey on 'value' changes caused by the March 2011earthquake in Japan, using a social media research method and blog articles posted in the past three-years. The analysis indicated a change in values among the Japanese such as an increase in simple and modest consumption. From this research the authors clarified possibilities and limits of Social Media Research.
Recently we examined the characteristics and emotional values in British pharmaceutical ads targeted at doctors. Through the images, symbols and messages, ads address readerâs values, needs and âideologyâ (or outlook on their job and work). They influence Physicians by managing their impressions of the brand and their associations with it, differentiating their choices in terms of brand values and benefits, and so motivating and reinforcing prescribing. Ads seek to transform negative values and self-images of the prescriber into positive ones, operating through covert/implicit impressions as well as explicit statements or messages.
The Middle East region has seen significant changes over the last few years, and these extraneous factors have shaped the lives and values of Arabs. A number of contradictions have occurred, behaviour that is difficult to explain at the outset, but of immense interest to marketers. This paper aims to provide insights into the Middle East Arab consumer in terms of the core consumer values at a socio-cultural level. It also identifies key trends and changes in society, as well as the psychographic segments that have emerged, consequent to these changes. It provides cues for marketing, positioning and brand communication strategies that are in synch with the cultural milieu and therefore have more impactful consumer appeal.
The constructs of individualism-collectivism are examined as a basis for understanding Social Change and emergent Consumer Segmentations in Central Eastern Europe. These cultural values at a macro level drive the emergence of consumer segmentations, their needs, values and social behaviours at a micro, group level of influence. Differences in consumer social behaviours vary by context, emotional attachment to in-groups as role models, and the underlying meanings that are applied to them. Individualism-collectivism offers a deeper understanding of the psychology and needs of the Eastern European Consumer, which can be applied to marketing and advertising issues. Directions for further research are discussed.
This paper aims to support the proposition that the key to understanding a brand's equity or value lies in examining its ability to retain profitable committed customers while attracting similarly profitable non-customers. This proposition is supported by case histories including work which has been done to link the measured value of customers (spend) with their measured probability of retention (via longitudinal calibration of research data) to extrapolate a TRUE measure of lifetime value. In so doing the paper examines some of the many debates on brand equity (Ehrenberg Feld wick et al) and offers a view on how research can be used to summarise the relative strength (or equity) of different brands and the implications for potential market growth or decline.