This presentation reviews results from the Global Web Index, a 16-market syndicated study exploring web behaviour and social media usage. The study focuses on the impact of increased involvement in social media on consumer behaviour, attitudes, purchasing and marketing communications. The impact of social media is examined to understand adoption trends and impact, including the motivation to use the web, global trends in social media engagement, usage behaviour inside social networks, blogs, and consumer perception of brands in social media. The results assess the true impact of social media and the increasingly consumer driven web.
This presentation describes the results of basic research regarding the relation between sustainability and brands in general and the relevance of sustainability for brand equity in particular. The understanding of social comparison processes and the method of conceptualising and measuring attitudes by applying the models of Fishbein and Ajzen, lead to basic findings about the importance of the perception and evaluation of sustainability in the social environment of customers. The psychological impact of a brand, and thereby the impact of sustainability on the purchasing decision, is the basis whereby one calculates the Brand Equity by using a certain formula and so to sustainability as a monetary brand value.
The presentation reviews the results of an 18 month research programme conducted for the Shell Future Fuels division beginning in August 2007 .The goal of the study was to better understand American and German driver attitudes towards alternative fuels (with a particular focus on hydrogen fuel) and their impact on fuel preferences, fuel brand perceptions and behaviours. Although the study is not directly predictive, it does give insight into the targets most likely to move first to future fuels and the triggers that will incite them to do so.
The sense of smell can be used in strategic branding to create opportunities for the fragrance industry as a whole. This presentation demonstrates how, with a multi staged approach of combined sensory and consumer research techniques, this can be achieved. By understanding how consumers perceive a brand and its competitors (using an adapted Kelly Repertory Grid Technique), establishing the elements which drive consumers' perceptions (preference mapping techniques), understanding the sensory profile of the product and using GPA (Generalized Procrustes Analysis) to link the sensory and perceptive data, we find the best fragrance fit.
This presentation aims at presenting a new method allowing understanding consumer perception of one specific shower gels universe. It shows the interest of using this new method, free sorting, to fulfill the marketing and market research knowledge gaps about the way consumers perceive differences or similarities between products after a sniffing evaluation.
This presentation describes the exploratory method that led us to understand women's erotic associations to fragrance. The results of this research helped our client to find new marketing insights and vocabulary about erotic emotions and sensations, intended at launching new ranges of perfumes for women.
Globally, Corporate Responsibility is an area of growing importance: socially, economically and politically. Yet consumers are ill-informed about the activities of companies they purchase from every day. In an effort to understand how mainstream consumers perceive Corporate Responsibility, Evo embarked on an international qualitative inquiry in Spring/Summer 2008 in eight major markets across the globe. The study reveals how while awareness about corporate responsibility issues is increasing, it has yet to become a factor in purchase decisions for mainstream consumers.
Given today's flood of information, consumers struggle to find their way and seek as much help as they can find in many markets. As part of everyday life, people often create help mechanisms such as mnemonics to make it easier to remember things. For example, you remember a sentence starting with the initial letters of each of the points of the compass in order to help you remember them. Or if you are in the United States and you want, for example, to order flowers, you simply use the letters on the telephone. If you enter the dialling code and then 'Flowers' you are directly connected to the flower delivery service.But you don't necessarily need these traditional aids; mental images can also help with memory. For example, if you ask people how many windows there are in their house, most people cannot tell you of the top of their head. However, if you close your eyes and picture the house in your head, you can go from room to room counting the windows and get an answer that way.Brands are also mostly accompanied by very concrete perceptions and associations and form mental images in consumers' minds.
One factor that influences perceptions of recovery efforts is consumer expectations, while a second factor to consider in assessing the effectiveness of service recovery efforts is understanding problem resolution in the context of the entire service experience. This paper analyzes guest satisfaction survey data collected from four large North American hotel chains, each of which is considered to be a full-service upscale hotel brand.