With the rapid adoption of smartphones and tablets, shopping has fundamentally changed in a very short period of time. Technology has enabled an always-on shopping environment where shoppers are engaged every day, even if they dont intend on making purchases; this has created a new paradigm in which consumers have more frequent interactions with brands. However, marketers focused on conversions may not be sending the right message. We will present new multi-country research that shows how brands can more effectively influence online shoppers by tapping into their motivations for habitual product browsing. We will reveal six motivations for online product browsing that can be used as the basis for developing ad creative and editorial content targeted to these shoppers.
The "Coming of Age on Screens" projects looked to achieve an authentic view of the lives of 13-to-24 years olds across 11 markets. To produce a rounded and credible account, we needed to blend our global online questionnaire with innovative quantitative research methods. It was important that we avoided the bias of having researchers in attendance where possible. Hence we used wearable cameras, worn by our carefully recruited participants, to allow us remotely capture a vivid in-the-moment record of the devices and platforms they use, when they use them and for reasons. Another method that allowed us to avoid the bias of having moderators in attendance was 'citizen journalism'. This approach entails working with particularly proactive and empowered participants, tasking them to report back on their world via mobile diaires.
We're living in an age of personalisation. Each individual has the ability to create and consume his or her own content. Media fragmentation shouldn't be a barrier for brands, it represent an opportunity to connect with consumers in their own environment and rules. By combining quantitative information of a multicounty study done in 50 countries plus insights from a qualitative research that allowed people to show, using wearable cameras, how they interact with brands in the digital and mobile media we can highlight what people expect from brands and why.
For youth marketers like Pepsi, social media is a potent tool to keep abreast of changing youth values, expressions and aspirations. While marketers realize the growing importance of tapping into youth conversations in channels outside of qualitative FGDs, in most of the developing Asian countries face to face research is still the norm; and social media is seen as largely a channel to communicate -not really listen -to youth. The qualitative social media shadowing approach e-mmersion attempts to reveal true nuances of youths multiple personas. This paper explores the feasibility of the e-mmersion methodology in a multi-country study across developing Asia; to evaluate its potential as a mainstream research methodology that could complement existing youth trend spotting research in Asia.
Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer's largely documented influence. But what drives this fickle generation and how can global brands really connect with youth worldwide? This paper highlights the key dimensions behind cool brands derived from a research community connecting urban youth in 15 different cities around the globe.
This paper analyzes the main results of the online Product-Test eCMetrics carried out during the first quarter of 2006 to define the colors of Nokia's mobile line. The quantitative research study was performed in Argentina, Brazil, Chile, Colombia, Mexico and Venezuela.
This paper describes the current status of international PPM research activities. During the past year, research organizations have begun to evaluate and operate the PPM technology in their own countries. The details of the recent compliance test in Belgium are presented here. The authors present the status of the BBM's TV measurement panel in Quebec Canada and an overview of research activities in several other countries, including the United Kingdom.
Understanding the process by which new ideas, products and services are picked up, communicated and adopted is key to the success of developing both new and old products. In each case, Early Adopters are the group to watch closely but how can they be identified. Are there common denominators which define this group both nationally and internationally?
The paper describes the international validation of a heuristic model for pre-testing TV commercials. The validation is based on the models internal measures rather than external comparisons such as pre- and post-test validations. The model states that all effective advertising, anywhere in the world, must accomplish three goals: attract an audience, clearly link the ad to the brand in the viewer's mind, and motivate the viewer to take action. The model clearly defines key measures that determine Attention, Brand Linkage and Motivation scores. This paper reports data obtained from over one hundred thirty (130) pre-tests conducted in the United States, Europe and Asia Pacific for multiple clients.
This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth market: MTV, Coca-Cola, Nike, and McDonalds. This paper shows how youth segments from Latin America perceive the culture and personality of global brands by means of very similar visual and sensorial codes. In other words, it is as if the visions that those brands have planted in young consumers minds still remain! The reference to Paul Simons song illustrates how the echo of these brands is silently reflected in the universes of these consumers.