The next three decades will be the most technologically disruptive era in human history. Advances in artificial intelligence, combined with radical breakthroughs in hardware, will usher in an era in which devices fade away, virtual environments emerge, and super-smart AI assistants organise our lives and run our businesses. In this new world our relationship with technology will change forever. We will, both virtually and biologically, Merge together. The keynote will explore this Merge and its far-reaching implications for brands and marketing.
The next three decades will be the most technologically disruptive era in human history. Advances in artificial intelligence, combined with radical breakthroughs in hardware, will usher in an era in which devices fade away, virtual environments emerge, and super-smart AI assistants organise our lives and run our businesses. In this new world our relationship with technology will change forever. We will, both virtually and biologically, Merge together. The keynote will explore this Merge and its far-reaching implications for brands and marketing.
This paper argues that virtual reality technology (henceforth VR), far from being a mere flash-in-the-pan, represents a new story telling logic that has deep implications for the way in which qualitative research is conducted. In short, VR presents us with the ability to generate more profoundly immersive experiences dir our clients than ever before, although at a cost of surrendering the control and voice of authority to which we have been accustomed.
In this paper we describe the experiment we conducted using solely pictures, including key learnings from such a methodology, and its implications for future market research projects. We also discuss the need for market research to adapt to new real-life communications methods, such as augmenting pictures using social media apps.
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.
This paper shows how with the aid of seven central questions, the potential success of âeHealthâ (the sale of medicines over the internet) can be ascertained and implications deduced for marketing. A survey of doctors, pharmacists and customers (both demographically representative and of online users) forms the basis for this. At the same time, it is revealed that the survey approach selected can also be applied generally to other markets that are facing or are involved in eCommercialization.
This paper initially highlights the major developmental landmarks of the adolescent period, focussing specifically on the social and psychological adjustments which are demanded of the individual. This examination not only presents a concise picture of the changes occurring during these years of transition but also provides a valuable context for the latter part of the paper, where we consider the ways in which an understanding of this age group can be of use from the marketing perspective.
A MMIS still is a sensitive, fragile plant. There is a need to cultivate it properly, unless we do not want to take the risk, that the fascination, which came along with the idea to install a MMIS, turns into frustration. So, my critical attitude is not directed against MMIS and its value for the company. Instead, the reason and the purpose of the critical position is to focus the attention upon a couple of factors, which are parts of the organisational, psychological and economic environment, in which the decision for or against a MMIS is made and in which it is used. Hopefully this approach can help in another way and in addition to the many MMIS presentations, which have already been made, explaining, how important they are, how well they work, how nicely they have been designed, how powerful they are and last, but not least, how easily they can be handled.
The emotional and financial upheavals occasioned by separation and divorce have lasting effects in many areas including peoples' behaviour and attitudes as consumers, even after they are re-married. Some of these changes are essentially functional as women find they are forced to play a part in traditionally male dominated categories like banking, insurance and household maintenance. A second set of product and service categories is affected by the needs of people in their mid-thirties building new social lives and establishing new household and family units. However, there is also a more general and wider range effect in the way that housewives who have been through these traumas take a less tolerant view of brands and their advertising. They have experienced real emotions very sharply. They resist the trivialisation of emotion, or the association of emotion with brands or decisions that they see as increasingly trivial.