We aim to help shift Japan's course towards a brighter future -- economically, as a society and as individuals -- by illuminating the true cost of gender inequality. To tackle the issue Unilever has partnered with Ipsos to conduct quantitative research to try and identify the issues that Japanese women deem most relevant to themselves and seek support for. This understanding is felt to be key to providing meaningful support to women, as well as enabling brands to connect with consumers with messaging that resonates.
Digital life in our modern world has merged with the analog lives of people. The horizon of human relations, including their deepest needs and interests, has extended to the virtual space of the different social networks that have positioned themselves as the leading contact and communication platforms of our time. However, despite the fact that each social network offers potential for new contacts, brands do not always know how to take advantage of the opportunity to participate in peoples real conversations with organic and relevant proposals, thus begging the question: how can brands engage in countless spontaneous and ever-changing conversations? Twitter Mexico, Arconte Research and Sinnia set out to answer this question by conducting a joint research project on topics trending in Mexico between January and November 2017. The purpose was to generate actionable lessons and facilitate the insertion of brands on Twitter the leading real-time platform. This paper presents the results of a journey that began with the detection and clustering of the most relevant conversations held over the course of a year in Mexico. It is followed by a cultural analysis of these conversations, centered on identifying their symbolic support and discursive rules to conclude with the creation of the framework that reflects the most recurrent conversational contexts on the platform, as well as the Rules of Engagement for any brand that aspires to engage in a live interaction in real-time, just like the conversations held on Twitter.
In the case of the present study, introducing an intercultural way of working unveiled pre-existing dynamics that reproduced the dichotomy of us versus them, notably within gender roles. For this reason, and recognising our own feminine perspective on this business case, we chose to bring gender as one of the characteristics that, within the work that was performed at Vitamix, explain the changes that an intercultural approach brought ti the glocalizing process of the company.
If you thought the future was going to be elegantly and efficiently connected for international brand builders, think again: it's the age of hyper diversification. Danone Mexico and DLR joined forces to leverage, rather than tame cultural friction.
AOL, a leader in digital content and storytelling, and VoxPopMe, a technology platform specializing in qualitative video research, partnered to explore best practices for including and operationalizing video in research.
Through this paper you will learn how Fitness First and Chime Insight & Engagement (CIE) worked together to deliver this project and turned a highly detailed and accurate piece of data analysis around six segments into an engaging and usable toolkit. This solution has been utilised throughout the business of 14,000 staff, across the entire customer journey used by one million members across 16 markets.
Despite the large efforts done by today's companies, keeping customers information organised is becoming harder. Different brands, departments and promotions have the potential to create new valuable information.?The effort required to systematise all this disperse information to better understand customers is becoming increasingly intimidating. In addition, measuring the real impact of many promotional activities is not easy, partly caused by this information dispersion. But it is worth making an effort to integrate data from several sources and measure real effectiveness. This presentation will show how L'Oréal, jointly with DatosClaros and using a metering technology from Netquest, overcome these difficulties. The result: solid data that has become possible to come up with new loyalty pro.
This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing agile research solutions in Asia. It portrays the effort to realise the promise of agile research in the spirit of fail fast and learn quickly as brands get results in hours or days, not weeks. The implication for marketers is the ability to use consumer insights more often in the decision-making process, for the research industry this new technology provides the ability to deliver insights at the speed necessary to align with the hectic pace of business today. Forming collaborative partnerships with ZappiStore and SSI, Coca-Cola explored real-world applications of agile and cost-effective research, shifting the purpose of insights from validation to continual learning.
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.