The Boston Consulting Group recently conducted various research projects to quantify the value of the internet to consumers generally and for some specific activities. We anchored these studies on the concept of Consumer Surplus, developing a series of experiments to estimate value for internet activities. Creative applications of choice based research techniques were leveraged to evaluate specific behaviors as a way to estimate how much value consumers place on different web functionalities, and ultimately to model the overall value and consumer surplus created for consumers by the internet. Beyond this quantification of the value of the overall consumer surplus, the research conducted in 14 countries also provided new knowledge and insights on today's connected consumers across countries, segments and notably generations.
Behavioral economics is emerging as a significantly influential insight paradigm in the UK in research and related disciplines and it poses many methodological and philosophical challenges. A key interest will be in helping to understand these challenges and exploring the efficacy of classic and innovative approaches in this area. Further relevance comes from the provision of valuable background information about behavioral economics and our objective view on the issue of hype vs. value regarding it.
This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The understanding of social comparison processes and the method of conceptualising and measuring attitudes by applying the models of Fishbein and Ajzen, lead to basic findings about the importance of the perception and evaluation of sustainability in the social environment of customers. The psychological impact of a brand, and thereby the impact of sustainability on the purchasing decision, is the basis whereby one calculates the Brand Equity by using a certain formula and so to sustainability as a monetary brand value.
This presentation aims at presenting a new method allowing understanding consumer perception of one specific shower gels universe. It shows the interest of using this new method, free sorting, to fulfill the marketing and market research knowledge gaps about the way consumers perceive differences or similarities between products after a sniffing evaluation.
This study will clarify consumer segmentation in speed of acceptance of new products and the possibilities for defining early adopters within FMCG category purchasers, based on actual sales data. The consumer segmentation could be a new product evaluation index, and understanding the profile of early adopters might help communication strategies and improved target understanding.