Every generation writes their own story. Up-close and personal with GenerationZ! Winning young consumers when they have reached legal drinking age is of highest priority for AB-InBev. In order to predict what the future of marketing could look like, we need to dig deeper in understanding what characterises these new consumers and translate these into insights worth embracing, starting today! We developed a multimedia documentary to convey GenZ's reality, identity and lifestyle. Its plot consists of tailored episodes told by GenZers and spread throughout the paper. Heart-felt, directly-acquired information close to reality is more powerful, charismatic and engaging. Who knows and tells better than GenZ itself how to tell the most thrilling lessons from their experience?
By using sensorial product test techniques in qualitative, quantitative & neurological research Barry Callebaut avoids using only consumersâ reactions, but also taps into the subconscious reality. In this way, they are able to predict the world of chocolate in 2020.
The Emerging Markets house the bulk of human populace, with China and India alone accounting for about 30% of the world's population. As these markets have developed and per capita income has risen in many of these countries, they have become growth engines for global consumer companies. For example China's per capita incomes tripled in nominal terms in the 1990s and India followed suit with its per capita income tripling between 2002 and 2011. The middle income group or the âaspirational classesâ grew by about 67% in numbers, in India and China, in the first decade of this century. Large CPG multinationals reported 37% - 57% of their sales from emerging markets in 2012, and this percentage is growing.
This paper explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. It provides advice on the best way to ask predictive questions and the best techniques for conducting predictive research. This paper shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic.
This presentation explores the science of prediction and looks at how prediction techniques could be more effectively utilised in market research. Prediction markets have often been heralded as the next big thing for market research, yet there remain many underused techniques in traditional market research today. We feel that one of the reasons for this is the general lack of knowledge about the science of prediction. This presentation shows the results of six months worth of ground-breaking research which we hope will open up the research industry towards understanding this topic.
The Future Foundation presentation, tailored exclusively for ESOMAR, is designed to stimulate debate, inspire ideas and encourage interaction. As well as setting the scene with an overview of the latest events in the world of digital, several new emerging trends will be revealed which are predicted to have an impact on brands, organisations, industries and sectors across the world. The aim is that delegates leave this session enlightened, inspired and armed with the tools needed to understand and tackle the challenges of an ever-evolving digital world.
An essential question in innovation is how well the new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in early innovation stages and to move the right ideas forward in the value chain. FMCG companies particularly need to hit the market within a very short period of time. This research evaluates different key performance indicators with regards to their strengths in predicting the success of a product idea. Subsequently, the best predictor is then taken as the object for a co-creation task to effectively shape and rework ideas early in the innovation process. The method unites qualitative and quantitative methods: consumer's crowd voice (let them talk) and interaction (let them play).
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This presentation demonstrates the merits of using the natural human powers of observation and prediction in a âWe Researchâ approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology.
The Beverage Brand Barometer, a Coca-Cola consumer tracking study covering over 85 countries, has become a powerful strategic planning and marketing investment productivity tool. The method is compared to transforming a snapshot photo (a static understanding of consumers) into a series of frames (future brand performance over time). Early applications and benefits include the identification of high return marketing initiatives scalable across regions, as well as the creation of a company-wide language able to connect business goals to marketing actions.
This presentation outlines a model currently used to predict future patterns and behaviours by re-visiting existing qualitative data. The model uses inter-disciplinary approaches to research and investigation and draws from a variety of relevant academic literature to give researchers a model for re-using data. Techniques for re-visiting and re-examination offer researchers opportunities to uncover new meaning by removing the influence of temporality and re-positioning our point of view. With this, the model provides cost effective approaches to innovation research and means a truly time-saving and sustainable approach to qualitative research.