How to build age-less marketing campaigns that are relevant to the consumers? Revealing the impact of 'motivations' on sales in the brand echoverse using linguistic inquiry and machine learning.
Heineken will share its experience in creating a cloud-based platform to socialize insights and drive marketing collaboration, and demonstrate how this tool enabled them to address human motivations and stay true to their positioning.
We needed to understand motivations behind the consumption of a street snack known as "Snacks-locos", which was gaining popularity in different cities in Mexico. When we transformed the consumers into researchers, we not only received the best insights from ordinary people, but also boosted their wisdom to uncover extraordinary insights about themselves.
We needed to understand motivations behind the consumption of a street snack known as "Snacks-locos", which was gaining popularity in different cities in Mexico. When we transformed the consumers into researchers, we not only received the best insights from ordinary people, but also boosted their wisdom to uncover extraordinary insights about themselves.
We demonstrate how we helped feed the innovation funnel of Barry Callebaut with product ideas that have a higher likelihood of success. We show the importance of working from a motivational and multi-sensory perspective in uncovering a completely new consumer experience that can generate strong emotional impact that lasts and anchors itself in consumers' memory.
We demonstrate how we helped feed the innovation funnel of Barry Callebaut with product ideas that have a higher likelihood of success. We show the importance of working from a motivational and multi-sensory perspective in uncovering a completely new consumer experience that can generate strong emotional impact that lasts and anchors itself in consumers memory.
Heineken will share its experience in creating a cloud-based platform to socialize insights and drive marketing collaboration, and demonstrate how this tool enabled them to address human motivations and stay true to their positioning.
Neuromarketing emerged during the late 90s, at which point brain-imaging techniques were not as developed as they are today. However, an increasing interest in depicting consumer motivation and brain function and structure emerged.?The ways in which scientific and clinical fields have been progressively applied to consumer sciences and marketing will be addressed in this conference. We will also address differences between two branches of Neuromarketing ? Science/evidence-based and literature/opinions-based? as well as the essential need to build up interdisciplinary teams to achieve correct and honest Neuromarketing practices.?Finally, we will address future directions such as Big Data and Neuromarketing integration.
Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional level, it's very important for people to be able to buy or have mobile devices; otherwise a person might feel excluded. They are symbols that show economic status and differentiation. For retailers it's crucial to be able to fulfill this, so we need to understand differences between the shopper experience, and the emotional meaning of mobile technology for people. This paper will address the answer to the question: "How should retailers offer a unique experience in the point of sale, according to the motivations and expectations of buyers?"
Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional level, it's very important for people to be able to buy or have mobile devices; otherwise a person might feel excluded. They are symbols that show economic status and differentiation. For retailers it's crucial to be able to fulfill this, so we need to understand differences between the shopper experience, and the emotional meaning of mobile technology for people. This paper will address the answer to the question: "How should retailers offer a unique experience in the point of sale, according to the motivations and expectations of buyers?"
The drumbeat of "change" in market research is everywhere. Wherever you look, whatever conference you attend and whatever you read, the message is the same: Change is here; change is real; and it is going to affect you and your business. Often, this leads to the question "What does this mean for talent?", which is frequently misinterpreted to mean "What type of new talent do we need and how do we train them?". But what if it's not about us searching for new talent, but new talent ?nding us? And what if it's not about us training them, but them training us? Ask yourself this: why did over 200 new entrepreneurs enter the research and analytics space in 2012 alone? Here we explore the research talent of the future and what that implies for research itself.