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.
Is there a Hispanic Internet model? Do Mexicans behave the same as Hispanics in the United States or Spaniards in Europe? Are there any correlations between culture and online behavior? How much do the socio-demographics of a country affect online behavior? This paper presents the results of home-based panel research in Mexico, Spain, and Hispanics in the United States to identify correlations in demographics and trends in behavior that may indicate a Hispanic Internet model.
This paper presents the results of research carried out amongst the populations of Switzerland, Germany and Spain in order to determine their degree of awareness as well as opinions and attitudes regarding the internet. The purpose was to determine common tendencies and divergences between countries with high penetration, like Switzerland, those with medium penetration, like Germany and others with low penetration, like Spain. From the analysis it can be deduced there are no specific Latino cultural reasons for the low internet penetration in Spain and that differences in penetration and other issues in the countries investigated can be explained in socio-demographic terms and by the level of relative development.
This paper describes methodological issues concerning the Association Pattern Technique, a method to quantify means-end chain structures. The method provides understanding in the way consumers are motivated to choose specific products. The main focus is on the experience and difficulties encountered, in using this method in Europe and China. The topics addressed include development of the questionnaire; analysis of the data; application for the business; and challenges ahead.
Relationship, one-to-one, and permission marketing are just some of the new marketing lexicon terms used to describe online marketing strategies. It appeared to the authors that although these terms were much in evidence, little empirical work had been undertaken to measure the components of such strategies. This paper describes the results from a unique pan-European research study designed to understand the determinants of one of the elements in these strategies: a sticky website. It provides an explanation of the construction and parameterisation of a unique stickiness metric and explains why such a metric is important in helping eCommerce companies optimise their marketing mix. Fundamentally it demonstrates why purely behavioural measures are not enough and why attitudinal measures are important.
This paper explores how PC vending is changing and adapting to the challenges of new technologies and attitudes. Business and consumer desktop PC markets are the topic of investigation. These markets are particularly suitable for investigation as they embody many of the new technologies and are the scene of rapid growth and innovation (in both product and marketing). The principle source of data is IntelliTrack IQTM, a global IT tracking survey. This paper draws heavily on the business and consumer desktop PC modules. Interviews are conducted with Purchase Influencers those who have bought or influenced the purchase of a desktop PC in the past 12 months or who plan to do so in the next 12 months. Data are collected monthly and normally reported on a quarterly basis. In the paper the data are aggregated for the whole of 1999 to provide a robust picture. The business data comprises France, Germany, Japan, United Kingdom, and United States. The consumer data comprises France, Germany, United Kingdom, and United States.
This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but turned into an organizing principle to understand consumers, worldwide, and at the same time evolved into a unique database that could be used by the company again and again for product development. The authors provide the pros and cons of the approach and describe how the thinking has evolved.
This document has, therefore, been designed to answer the many needs of a wide variety of user groups. Directed towards the whole of the international community, it endeavours to recognise both similarities and differences which exist across national boundaries . However, underlying these guidelines is a belief that the needs and aspirations of the users do not vary by geography. This third edition is part of a process that will lead to further revisions and improvements - reflecting changes in TV technology, research technology and user needs of these systems.
This paper demonstrates the key role qualitative research has played in developing and building Kimberly-Clarks Away From Home sector as an innovator in its field. This paper also highlights some general learning about researching design and illustrates this with material from a recent international study undertaken by Kimberly-Clark.
The paper sets out the broad processes involved in globalisation especially in the communications and media domains. While there are global changes happening there remain massive disparities in uptake and availability between markets. Equally large-scale differences exist within each market. The futura.com study based in the United Kingdom is designed to look at the impact of change using a panel-based design and multiple measures of different forms of change - technological personal social national. This approach has allowed a complex segmentation analysis based around peoples attitudes to change to be undertaken. The results of this social segmentation show that this is an efficient and meaningful means of discriminating between different groups of people in terms of their attitudes behaviour and beliefs. This approach to researching changing markets is ideally suited to multi- country studies.
The overriding aim of the research is to gain a clear understanding of the specific relationship between consumers and their consumption of advertising for all media. Through a mixture of detailed diary data and self-completion questionnaires media in mind is a single-source research survey combining measures of mood mindset and activity with media consumption at the individual and multi-country level.