This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the presenters advocate a rethinking of current research paradigms in the industry and suggest an interdisciplinary and multi-perspective angle on 'researching the senses'. While criticising current sensory research, the presentation at the same time calls for 'researching with all senses' as the future leitmotif and concept of research at large.
Family Health International (FHI), a non-governmental organization, is spearheading a program in Indonesia funded by USAID and aimed at increasing risk reduction behaviour among individuals at high risk of HIV and other Sexually Transmitted Infections (STI).The purpose of the FHI program is to identify the means by which the spread of HIV to the general population can be prevented or limited via intervention amongst high-risk groups such as commercial sex workers and their clients. Greater usage of condoms is an essential component of the program and thus the first step was to develop a strong communication strategy. Family Health International needed research intervention in order to develop a focused, high impact campaign. The project commenced with a qualitative examination of the attitudes and opinions of the high-risk population in various geographical areas of Indonesia. The outputs were then used to develop advertising concepts that were subsequently evaluated by quantitative means.
The market potential of low-income social groups (low class or popular classes) has been underestimated by multinational companies and thus, this public has not been able to access global brands. It is believed that low classes, due to their scarce available income, direct their consumption based on low prices and products of first need. However, the increase of the companies' penetration as well as the expansion of their business can only reach the popular classes before the stagnation of the upper class. This paper describes a case study through which it was possible to reveal a surprising market potential of popular classes in Brazil toward a range of products which are considered superfluous. This strong potential is shown by the wish of the identified group (mothers with babies aged up to 2 years) to show love, care and social status through hygiene and beauty products for children.
This paper outlines how qualitative research, using projective techniques, has been used to overcome cultural barriers of discussing the taboo subject of female hygiene. The technique delivered a deep understanding into means of breaking ingrained habits.
This paper describes not only an example of how successfully a major retailer (Sainsbury's is the second largest grocery retailer in the United Kingdom) and a global supplier can work together but also highlights an innovative and unique research project. The project is innovative because this was an example of real collaboration between a supplier and retailer conducting joint research, rather than a supplier and a third party agency. It can be considered unique as it was achieved through continuous joint effort by both the retailer and supplier throughout the life of the project. This project was also unique as it enabled actual purchasing data and attitudinal data to be combined in order to provide the strongest possible foundations for business decision making. Importantly, the project results had practical and real applications, specifically in developing Health and Beauty care strategy.
At present only a handful of studies compare online and traditional qualitative techniques. Strategic Marketing Corporation (SMC) and Itracks International, Inc. (Itracks) conducted an original case study to compare face-to-face focus groups with both asynchronous (bulletin board) and synchronous (chat style) online groups. These groups, comprised of both patients and physicians, discussed the impact of consumer-targeted medical and health information on the physician-patient relationship. The findings from this case study match SMC's anecdotal experiences with face-to-face and online qualitative research and Itracks customer feedback about online studies, as well as the findings from the few other existing comparative studies.
While the United States has pioneered the use of direct-to-consumer advertising (DTCA) of prescription drugs, this topic is being discussed and considered by policymakers in Europe and many other countries.These countries are looking at the United States and the impact of DTCA there before deciding on whether, how and when to allow DTCA in their countries. This movement is being fuelled by the Internet, which - unlike traditional media advertising - knows few international boundaries. The research presented in this paper examines consumers' and physicians' perceptions of and experiences with pharmaceutical advertising, and its impact on patient-physician relations and patient health.