Google and Nielsen came together to develop a way to better understand how consumers go about researching and buying mobile phones. With the internet in the palms of their hands, consumers interact a lot with the medium before considering and/or evaluating or purchasing any product. We wanted to capture this interaction and how this influences the path to purchase for the category. The goal was to reduce reliance on claim-based research techniques, especially owing to the complexity of the digital touch-points to mobile phone purchases, and move to observation-based research.
Naming is taming, this is a story of how effective market research contributed to making a groundbreaking difference, changing laws, and altering perceptions. A diligent mission that would have never been possible without UNICEF as well as national and creative partners.Join us to know more about how progressive qualitative market research can influence human lives, and maybe inspire you too!
Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
Storytelling can conjure up magical imagery. In research, our challenge is bringing a method behind the magic. Sports can bring out the best in storytelling: drama is built-in; everyone can identify with the main characters. But not all storytelling is created equal. We wanted to test the theory that measuring storytelling effectiveness could directly influence business growth. We designed a new framework in the process establishing a new method for brands to evaluate storytelling effectiveness.
We all dream of a 'tomorrow' when we will wake up early and go for a run', drink enough water', stop eating junk'. Consumers too. But can a brand inspire behavioural change? As researchers, we looked at the principles of ethnography and the Habit Loop framework by Charles Duhigg, and fused this with evolving camera technology to pilot a study on habit formation. We want to show that by fusing research principles, methods and frameworks, a brand can understand and influence the silent subconscious, shape behaviour, and orchestrate habits.
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.
This paper sets out to argue that the influence American culture exerts on (young adult) European consumers is showing signs of decline, as a result of a decline in the relevance of the values of the 'America Brand', as currently expressed. It provides an explanation for this phenomenon, with examples from a number of areas. The paper also points to some of the implications for marketing, leading to hypotheses about how brand owners can best define and communicate their brand's values to Europeans against this backdrop.
While getting qualitative research into the boardroom of many organisations may be a challenge, the challenge is multiplied several-fold when the organisation is a major bank in the United Kingdom. This paper provides a case study of such a qualitative survey, and discusses why it succeeded and the influence of this research on the banks strategy. This paper also addresses why other research projects do not succeed. In particular the authors discuss when projects should not reach the boardroom and issues relating to board requests for surveys that need to be prevented.
The effect of radio spots/radio campaigns on advertising recall, brand awareness and inclination to buy has been adequately demonstrated in numerous studies based on the most diverse of research tools and analysis models. The toughest test of a radio campaigns success, however, is measuring the additional sales it generates for the advertised brand. It has been possible for some years now to study the sales impact of TV campaigns based on analyses of single source panels. The launch of AC Nielsen Single Source PLUS Radio in spring 2000 allows the efficacy of German radio campaigns to be evaluated. This analysis tool is capable of providing a detailed evaluation of the effectiveness of a radio campaign, based on the parameters of spot effectiveness, insertion effectiveness and campaign effectiveness. The results of analyses performed to date on radio campaigns indicate that the influence factors in radio campaigns are broadly comparable with those at work in TV campaigns. Findings from single-source research also confirm that insertion strategies based on recency planning are particularly effective.