Key findings from new research that provides insights on the practical application of gamification techniques, particularly in APAC, are highlighted in this paper. The authors explore how differing cultural tendencies might affect someone's willingness to abide by and play by the rules. The more we understand how the effects of society's culture and values relate to behavior, the more successful we will be in adapting gamification techniques at a local level and thereby unlock its promise of improving participant engagement and providing richer data.
Key findings from new research that provides insights on the practical application of gamification techniques, particularly in APAC, are highlighted in this paper. The authors explore how differing cultural tendencies might affect someone's willingness to abide by and play by the rules. The more we understand how the effects of society's culture and values relate to behavior, the more successful we will be in adapting gamification techniques at a local level and thereby unlock its promise of improving participant engagement and providing richer data.
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.
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.
There are fascinating differences between emerging economies and developed ones in how people consume news and for that matter the role news plays in their lives. Understanding these differences will be critical to news organisations in a world where news has become global, and the biggest growth is coming from emerging economies. In quite possibly the biggest such survey of its kind, looking purely at news consumption behaviour, we spoke to over 12,000 people from 10 different countries. We will give you a glimpse into the outlook of 16-34 year olds on the world, the platforms and technologies they use, the role news plays in their lives and the implications for the BBC and other global organisations.
Pushing the frontiers of the eyewear business
Individuals habits and preferences as well as society in general have changed dramatically over the last decade. Mass migration, cultural differences and similarities are just some of the things that are affecting societies. What are the business and social implications of our changing world? Should our belief in conventional demographics be revisited and what are the key trends that are impacting our work? Does this impact how budgets are invested in both strategic or tactical research?
As a global company, the Heineken portfolio (Sol, Desperadoes and Tiger) use mass communication channels. The danger of this strategy is that it ignores social and cultural diversity in locations where much of its drinkers' culture is shaped: cities. Ireland is becoming a more urbanised population (62%) and it is important for Heineken to recognise that even in small countries like Ireland, different cities have very different personalities, presenting different brand opportunities for the Heineken portfolio. Cities are where culture gets formed and where brands need to foster a deeper brand connection to cut through and create meaningful connections with people. The overall research aim was to identify the cultural essence of each of the four main Irish cities (Dublin, Cork, Galway and Belfast) so that the portfolio of brands could be embedded seamlessly into each city's social fabric. This would allow the HIL brands to connect better with consumers in their social context resulting in better targeted activity and a higher return on investment (versus a more mass country wide brand strategy).
As a global company, the Heineken portfolio (Sol, Desperadoes and Tiger) use mass communication channels. The danger of this strategy is that it ignores social and cultural diversity in locations where much of its drinkers' culture is shaped: cities. Ireland is becoming a more urbanised population (62%) and it is important for Heineken to recognise that even in small countries like Ireland, different cities have very different personalities, presenting different brand opportunities for the Heineken portfolio. Cities are where culture gets formed and where brands need to foster a deeper brand connection to cut through and create meaningful connections with people. The overall research aim was to identify the cultural essence of each of the four main Irish cities (Dublin, Cork, Galway and Belfast) so that the portfolio of brands could be embedded seamlessly into each city's social fabric. This would allow the HIL brands to connect better with consumers in their social context resulting in better targeted activity and a higher return on investment (versus a more mass country wide brand strategy).
Behavioral economics(BE) has been a big trend in market research and as it spreads across the globe, we need to consider whether we're as irrational as we seem to be. Insights from BE are often portrayed as universal human tendencies despite the fact that 96% of all psychology research is based on populations in mostly Western countries. Because of this, experts like Dan Ariely suggest that the biggest challenge for the academic field is understanding how theories work across different cultural contexts. If culture influences how people think, can we use BE the same way in Asia? How do we localise BE? To apply BE efficiently we need to be aware of all factors that could influence the decision making process. This masterclass will help delegates adapt applications of BE into the Asian context.