In this study, the conscious findings are aimed to be blended with the target audience's emotional reactions to get a 360 degree insight what attracts Generation Z in TV commercials and whether these cause a tension for the grown-ups. Within combining conscious and unconscious systems' perspective, it is aimed to transform emotions into motion within a wider audience and strengthen the consumer centric stand of the brand.
Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all parts of the organisation. This paper seeks to illustrate how creative- embedding through gamification combined with sophisticated database targeting was effective and catalysed a paradigm shift in a leading telecommunication business in Malaysia.
The world is coalescing: why should we regard Russia separately from the rest? Take Russian children, for example. They watch The Simpsons, listen to Justin Bieber, aspire to have 'gangsta style' and say 'hey' instead of 'privet'. They might appear to be similar to their Western peers, however this is merely a pitfall for international brands aiming to directly export Western marketing communication to Russia. Because the differences are not obvious from the outside, it is more important than ever to go beyond the surface and listen to cultural specifics. The paper presents a holistic view of Russian kids between the ages of 5 and 8 years from both the perspective of an insider and by contextualising this culture with that of Western Europe. This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).
Based on a real-life case study, this paper demonstrates an approach combining online research with several other data sources to address a client business issue. The frame includes an online survey, qualitative research, retail panel data and consumer panel data to deliver strategic brand management consultancy. It evaluates how consumers make decisions and their brand equity and shopping style within market category dynamics to provide a holistic solution to growth opportunities. As the findings have already been implemented, the impact of recommendations from this approach will be assessed.
This paper will offer a unique view of the Chinese media marketplace, that of the Chinese retail consumer. We present data from a 2009 study of 7,000+ Chinese consumers, age 18 to 34, who have reported on what media they use, i.e., consume, not what marketers and media organizations report as having distributed. Drawing on data from the BIGresearch online "Chinese Quarterly Media Studies" reports, which have been gathered four times per year since 2006, we report on the media forms Chinese consumers report using the most, the time spent with each media form and which media form or forms are reported as having the greatest influence on their purchasing decisions in a number of product categories. These prior-to-the-store media exposures (22 external media forms, both online and offline) are then correlated to the Chinese consumer's reported exposure to in-store media. The combining of the external-to-the-store and in-store promotional activities provides a unique, holistic view of how media actually is consumed in China among a very critical market segment. Since the same type of data has been gathered in the same way in the U. S. since 2001, we are also able to compare media consumption patterns for the U.S. and Chinese consumers.
Philips Healthcare engaged BrainJuicer to set up a project in which patients with serious pulmonary conditions were able to share their experiences. This case study demonstrates the use of an innovative methodology: a project within a multi-client online community environment to create a channel for extremely sick people to make themselves heard, and for a major medical equipment manufacturer to hear what they were saying. Philips Healthcare was able to derive a more holistic appreciation of patient needs, and a key learning from the project was the extent to which the participants themselves benefitted from taking part.
Almost nobody doubts of the importance of innovation for retail success. it is also evident that the shopping experience plays a key role in stimulating customers not only to purchase once, but also to return. The challenge is to decide which road is better when going-to-the-innovation in retailing and also to create a no nonsense shopping experience.this paper is about a real retail case that demonstrates a proven holistic method to create innovation in retailing, including a meaningful shopping experience. One of the focal points of this document is how to detect shopper insights and use them as inspiration for the starting point as well as for the rest of the process, until the goal of creating a meaningful and attractive shopping experience is achieved. With this paper the delegates will understand a full process: choosing the market targets, devising the retail concept and creating the shopping experience.
Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but social marketing programmes for behavioural change. A case study shares learning and brings to life our entire journey of developing original and holistic insights about consumers' lives, designing insight based interventions, quantifying the potential impact in both financial and behavioural terms, and embedding social marketing capabilities and a consumer-oriented culture within social sector organizations.
The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the research process. This new approach is very useful in researching consumer habits, practices and consumer needs which is followed by brainstorms with a larger group of participants. This finally results into new insights. Applications lie on the fuzzy front end of product and communication campaign development or product experience testing (e.g. in order to detect possible improvements).