What's it about?Every year, brands spend over $560 billion (and counting) to convince us to buy their products. Yet, as consumers we have become insensitive to most advertising. We easily forget brands and may switch to another product on a whim. There are ways for brands to break this cycle. Brands that succeed are the ones that help us find meaning. In this process, the brands become meaningful in and of themselves.What's in it for me?Join us for a complimentary webinar as we share insights from Wall Street Journal bestseller Brand Hacks. We will take you on an exploratory journey, revealing why most advertising campaigns fail and examining the personal, social, and cultural meanings that successful brands bring to consumers? everyday lives. Most importantly, we will share simple brand hacks you can implement to create and grow brands that deliver meaning even with a limited budget.Who is this for?This presentation is supported by in-depth research in consumer psychology, interviews with industry-leading marketers, and case studies of meaningful brands, both big and small.
90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
There is no doubt that technology has helped preserve some essential connections during the pandemic but these technologies can't replace aspects of social interactions such as impromptu watercooler chats and laughs and social touches. (the right kind of course -for example a pat on the shoulder, a shake of a hand and hugs) These small interactions impact positively on mood, innovation and productivity in a big way. If this way of working is going to be for the long-term we need to look at different ways to we can create happy cultures virtually.In this opening keynote Stephanie Davies will introduce the five drivers of happiness in the workplace and how we can adapt these for our new digi-world.With practical takeaways and laughs a long the way this session will introduce:The five drivers of happiness based on researchHow to create happy cultures virtuallySustaining connections and informal meetings vital to happiness and engagementWhy the pandemic has introduced truly human leadership and the link to happiness
The term âvalueâ has many meanings. In market research we meet the term most often in the phrase âvalue for moneyâ but also in the notion âconsumer valuesâ. The latter is our concern here. Values in this sense are the consumersâ priorities in their living. Values are something broader than attitudes and opinions; they are also more consistent than opinions and more lasting than attitudes. A full definition of (cultural) values thus reads: Values are generalised, relatively enduring and consistent priorities for how we want to live. Our values unite us with certain people, products, and services and estrange us from others. Markets, technically speaking, are continual exchanges of property rights until they end up with those who pay an optimum price. One ultimate driving force of the markets in a region is the values held by its population. Values indicate priorities for how we want to live, and, in our type of society, the market is the major system through which we can realise our values. Such simple considerations have suggested that it may be very fruitful to incorporate value research into market research. Value research has many benefits for marketing.
This paper presents the impact of the economic crisis in Asia (which has been labelled âTiger Economyâ) and how it is affecting consumers in Indonesia Malaysia and Philippines in terms of their outlook of life lifestyle and values. Apart from consumer sentiments it takes a closer look at coping strategies devised and employed by consumers and the implications to marketers.
Personal values are a valuable tool in differentiating people and market segments. For many the concept of Asian Values has been offered as a reason why things are done differently in Asian countries. This paper looks at data from a study carried out in 1997 across thirty-five countries that looked in detail at personal values. It investigates key global values and where these are held in common or are different between Asian countries and those in other regions. It also looks at areas of concern that are seen to affect individuals personally and how these compare across countries. It then looks in more detail at differences in the importance of specific values between countries within the region and within one country China. It also raises the question as to whether the personal values held can be an indicator of political or economic change.
The central tenet of this paper is to go beyond standard demographics and look in detail at one specific demographic group: Young people aged 13-25 in Saudi Arabia. 3845 young people were interviewed across the Kingdom. The overall objective was to increase our understanding of this groupâs values, beliefs and lifestyle today using psychographic segmentation techniques. This paper details the findings of this research and appraises the value of psychographic segmentation as a marketing tool in this instance
This paper takes its cue from research into the significance of consumption in adolescence. Specifically, the results of the research in question are presented in relation to the role and the significance of fashion in the choice and the purchase of articles of clothing by adolescents. Fashion, viewed more as "chosen product of the peer group to which the adolescent belongs" (a sign) than a brand name, represents a fundamental reference element, especially in the pre-adolescent phase. It is a support which qualifies itself as a point of reference at the time when a strong emergence of an urge for separation from the family emerges, but at the same time individual identity has not yet been defined. However, in the space between the need for distinguishing oneself from the family and at the same time the need for confirmation of a reassuring link, adolescents form various identifications and rely on various referents. In this context, fashion does not appear unique, just as there does not exist a single model to base oneself on, appearing rather as a structure with a number of different identifications cohabiting inside. The different articles of clothing (in the realm of fashion) call onto the scene different identifications and different referents. It is from precisely the interception of this process that indications emerge for identifying the criteria on which the adolescent mosaic is structured, what their references are and how they adapt to the process of choice.
This paper draws an outline of that segment of the Italian population aged between 55 and 74 years. The paper sheds light on the behavioural patterns and values of the elderly group compared to those of the average, related to several areas: spare time, cultural interests and attitudes to the media, health and physical fitness, satisfaction with life, how they see themselves and what the values they hold are. This paper also points out the variations "inside" this segment according to the main differentiation parameters (sex, education, income). The reported data (based on a sample consisting of 1,248 individuals) clearly show what the distinctive features of this segment of the population are: the focusing on the home- and family values, reduced cultural- and social openness, poor mobility. However, it also becomes evident that belonging to the same age group involves neither behavioural- nor cultural consistent patterns. Education and income seem to be the two factors capable of producing the most marked variations. Those who enjoy higher income and feature broader cultural environment are closer to the younger population in regards ho nearly all the areas examined. In particular those with a higher level of education are hallmarked by definitely "younger" personality and values: eager attitude to novelties, more optimist approach and greater creativity