This presentation illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumers decision- making journey within the air care category. A quantitative study with statistical modeling was utilized, followed by mobile ethnography. This study resulted in deep mining, differentiated intelligence and penetrating insights that led to actionable, transformative opportunities.
This paper illustrates a new and more robust model for advocacy in the multi-media age. Building upon previous models, the authors identify the different variables that create advocacy and show how to engage people at both the category and brand level. Using a case study for LG Electronics the authors demonstrate how to identify, engage and empower people to work for our brand.
This presentation takes a look at the possible future of online research by exploring how the co-creative process and online qualitative research methodologies have evolved, becoming ideally placed to have a major contribution to future innovations in brand and product development. To highlight this, the presentation showcases results from a co-creation study looking at the future consumer and specifically the development of the kitchen in the year 2020.
This paper will tell the story of co-research as it is seen through the eyes of the client and researcher. We will show how Electrolux Floor Care Europe and Ipsos-Eureka work systematically and strategically with Consumer Insight within the product development process of Electrolux. Secondly, the paper will illustrate how co-researching process contributes to joint ownership of insights and therefore helps integrating the consumer faster throughout the organization. Thirdly the paper will bring to life the voice of the participating clients- the project group within Electrolux.
It is a well-established fact that with maturing product categories and hyperactivity in the marketplace, a marketer needs to constantly evaluate the products position and offer relevant and unique consumer benefits. This is achieved either through constant changes in the product and marketing strategies or through new product/communication development. Market research could act as a conduit for an innovative marketer driving such changes. Therefore, while most research focuses on understanding the consumer behaviour and attitudes related to specific issues, the methodology we suggest attempts at looking at issues from not just one, but various aspects. This paper focuses on a research process that takes a broad or holistic approach towards understanding the consumer as opposed to understanding the consumer in bits and pieces as and when required. We suggest a different approach for doing this, which has been supported with the help of a case study of a leading consumer durables company.
Loyal buyers are direct contributors to brand equity. As brand image can explain the reasons for strong brand equity with choice modelling, so can it explain the reasons for the 'superpreference' exhibited by the loyal subgroup. Not only do superpreferers consequently rate their loyal brand far higher in image, but they have higher expectations and a different motivation. Benefits that motivate the loyal segment, however, should not be assumed to be motivating to new or marginal buyers: the latter have their own agenda which is usually different to the loyals. Relatively high numbers of loyal superpreferers can exist even for small brands, probably where there is a unique offering that makes it a niche brand. With an attitudinal measure of loyalty it is possible to track the reasons for changing loyalty within overall brand equity. With experience this can reveal aspects of motivation that behavioural loyalty cannot. Loyalty-building is a long-term activity that depends on getting all elements of the marketing mix right to achieve a 'superpreference' - everywhere and always consistent and so building the rich network of associations that make for the durable image.
This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using survey results obtained from 1995 to 1997. Asian youth in large cities have become affluent in terms of possession of durables measured by the Mono-Mochi Scale. Consumption attitudes of those young people have become increasingly cautious and mature, somehow similar to young consumers in developed countries. Their values have also been shifting from traditional group orientation to Western individual orientation. However, the current tough economic conditions in each country and influence of cultural differences should not be overlooked. Although Asian youth is generally going in the same direction, the extent of change still varies by country.