Ojos en el Mundo is the first market research online community, created by ProColombia, that encourages integration among Colombians living abroad, in order to gather crucial information for Colombian exporters such as consumer preferences, business opportunities, prices, shelf positions, packaging, etc. Our members called 'Lupas' (meaning 'magnifier' in Spanish) will gather this data through simple and dynamic tasks called 'Zooms'. These Zooms try to emulate market research tools where our Lupas can conduct surveys, direct observation in points of interest with photos and videos. Through this information, our analysts may have a better understanding of potential markets.
Can online consumers contribute to market research about fragrance, if we can't digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle have recently begun adding input from online consumer communities to IFF's fragrance development process. We have developed a first, pioneering international research programme together, getting close and personal with consumers in each of IFF's seven priority markets. We interacted intensively with these groups about their prevalent perceptions of fabric care in general, and about the washing process and washing detergent fragrances in particular. The result is a wealth of actionable, qualitative, hands-on insights that IFF will benefit from for years to come.
Yanbal has traditionally succeeded through Catalog Sales and a strong personal contact between their consumer and its salesforce. Technology, on the other hand, and specifically digital access, has become an important part of everyday activities. How would technology affect this business model? Will the purchase decisions and even the actual purchase be affected with the irruption of mobile devices and online access in Yanbal's consumer base? This paper will analyze its possible impact on the current business model through the combination of two innovative research methodologies: behavioral tracking and online communities.
Listening how GloboTV, one of the largest media companies in the world (producing around 2,400 hours of entertainment and 3,000 hours of journalism per year in Brazil) runs Conversa, a multi-platform online community to boost viewers engagement. Through its network Globo TV covers 98.6% of Brazil's territory. Recognized for its production quality, the company has already been presented with 14 Emmys. The international operations of Globo include seven pay-per-view television channels and a production and distribution division that distributes Brazilian sports and entertainment content to more than 190 countries around the world!
Can online consumers contribute to market research about fragrance, if we cant digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle have recently begun adding input from online consumer communities to IFF's fragrance development process. We have developed a first, pioneering international research programme together, getting close and personal with consumers in each of IFF's seven priority markets. We interacted intensively with these groups about their prevalent perceptions of fabric care in general, and about the washing process and washing detergent fragrances in particular. The result is a wealth of actionable, qualitative, hands-on insights that IFF will benefit from for years to come.
The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also reflects their attitudes and experiences with brands. This rich knowledge source has been inaccessible to market research to date, since existing social media tools consider only text.In this paper, we demonstrate the meaning of brand-related social media photos for marketing, present a system which is able to recognise pictorial content and to derive key figures for awareness, popularity and usage of brands, and prove within a case study that the system's output is in line with the results from social media text mining and surveys.
In our case study, we investigate the use of digital configurators within market research online communities (MROCs) as viable tools to empower consumers and fuel front-end innovation. Based on an online research community by Braun, an electronic devices brand of P&G, which featured a hairdryer configurator, we provide insights into how configurators can engage consumers and facilitate the dialogue in MROCs. It is highlighted how configurators help explore desirability and preferences of product features by having a guided conversation within a well-defined corridor. We argue that configurators may help design efficient co-creation processes whilst eliciting feelings of empowerment and freedom, i.e. performing meaningful and constructive tasks in new product development.
This presentation offers a hybrid analogy study showing how other business areas inspire product development for dental cementation. First, we used social media for a process of worldwide brainstorming with people doing cementation. We then chose experts who shared their experience with cementation in focus groups and developed new ideas together with internal professionals. During stage three we used a standardised questionnaire, five new ideas were evaluated by internal professionals regarding feasibility and potential. Finally, selected experts followed up on the development process in an online community by delivering ideas for improvement.