A country impacted by armed conflict for more than 50 years needs a constant fuel on its international brand campaign to surpass the negative perception of those who have not visited the country and build strong reasons to vanish misconceptions.
The world is currently facing the largest refugee crisis since World War II. At the same time, refugees have negative connotations, with the European publicâs propensity to help being on shaky ground. In this paper, we therefore investigate whether increasing public education of the refugee crisis by tackling the most prevalent barriers to support with targeted communication can positively influence a change in public attitudes and behaviours. In doing so, we seek to advise key stakeholders (governments, media and non-profitable organisations) on how to most effectively communicate to the European public about the refugee crisis, in order to increase positive perceptions and drive affirmative action.
The world is currently facing the largest refugee crisis since World War II. At the same time, refugees have negative connotations, with the European public's propensity to help being on shaky ground. In this paper, we, therefore, investigate whether increasing public education of the refugee crisis by tackling the most prevalent barriers to support with targeted communication can positively influence a change in public attitudes and behaviours. In doing so, we seek to advise key stakeholders (governments, media and non-profitable organizations) on how to most effectively communicate to the European public about the refugee crisis, in order to increase positive perceptions and drive affirmative action.
One of the most challenging problems in product innovation and marketing is hoe to accurately and quickly translate a brand's promise trough a product concept into a product specification. This case study provides an innovative solution to this problem. InsightsNow worked with Campbell to apply behaviour science to rapidly translate thought a co-design methodology. Researchers applied behavioural techniques to identify sensory cues that are part of sensory memories which can be associated with key benefit promised by brand and products concept. This enables the rapid design of four soups for a line launched by Campbell.
An interactive session packed with sensory tests for you to experience first hand the impact of sensory marketing and research on consumer behavior and perception.
Middle class consumers have garnered a high degree of interest from researchers all over the world as they tend to be keen participants of massive global trends in consumption. In Russia, the middle class was elusive for many years under the socialist regime, so was mainly conjured in the imagination of theorists and general observers. Today it seems to be developing as socio-economic phenomena that merit closer consideration.
We measure affluence linearly on income levels, purchasing power and assets owned. In reality, however, there is a difference between how 'rich' people are, measured on absolute scales, and how 'rich' they perceive themselves to be. Often behaviour is based on the individual's perception of his affluence level rather than his actual level of affluence. This presentation explores the concepts of poverty, affluence and aspiration, and the idea that there are multiple ladders of affluence - which can make slumdogs feel like millionaires.
The definition of 'brand authenticity' is dominated by components such as: origin, history and heritage of a brand. Levi Strauss & Co., the inventor of denim jeans, was interested in updating their view on authenticity in the current postmodern consumer climate. More specifically they verified the perception of authenticity among young consumers. In this presentation a new definition of authenticity is constructed. Since youth are the consumers of tomorrow, how this definition affects the way market researchers will interact with this new generation of respondents is illustrated.
Digital technology radically changes the way we build and communicate knowledge. The old pattern of centralized senders and massive receivers is no longer acceptable: 'truth' is the consensus of many opinions, with human knowledge following wikipedia rules of collective construction. Since brands are built out of perceptions, their planners have to genuinely engage the way Millennials (those born after the 1980s) think and feel. The Collaboration Panel is an effort to educate corporations on how to interact with this new world, where brands have become the collective result of interactions between consumers, and corporations can no longer be dictators.