Yanbal has traditionally succeeded through Catalog Sales and a strong personal contact between their consumer and its salesforce. Technology, on the other hand, and specifically digital access, has become an important part of everyday activities. How would technology affect this business model? Will the purchase decisions and even the actual purchase be affected with the irruption of mobile devices and online access in Yanbal's consumer base? This paper will analyze its possible impact on the current business model through the combination of two innovative research methodologies: behavioral tracking and online communities.
Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers have recognized the importance of measuring emotions embedded in products but the traditional metrics of rating scales fail to reflect the true picture. Various neuropsychological technologies have emerged but none is easily scalable or easy to interpret. Voice analytics, which comprises linguistic and acoustic components, provides a highly viable new solution to marketers' needs. This paper illustrates the potential for mass adoption of voice analytics with a pilot study recently completed in India, illustrating how the analysis of consumers' spoken responses brings a level of insight that traditional rating scales cannot provide alone.
Sensory cues provide the basis for understanding how to design and develop products to achieve harmony with the brand promise. Traditional research techniques focus on maximising purchase interest, preferences, and liking, to guide the construction of the concept and product. However, delivering a holistic product experience starts with understanding which sensory cues signal to consumers an expectation and/or confirm the delivery of benefits promised by the brand and product positioning. This transformational shift in innovation research enabled Campbell's to build a positive, sustained emotional connection between the consumer and brand in the development and launch of My Goodness Soups. This presentation details the science, method, and the application of sensory cues.
Australia's $2 trillion superannuation industry is fiercely competitive and recent legislation made it easier than ever for consumers to move between providers. Growing share of wallet by convincing existing customers to consolidate their entire super savings into their Mercer account is a business imperative, but annual marketing efforts were achieving diminishing returns at increased cost. Our Insights and Analytics team was tasked with identifying barriers to action and clearing the path to purchase. The work resulted in the most effective consumer marketing campaign in Mercer's history; permanently transforming the customer experience and influencing lasting change across the business.
Australia's $2 trillion superannuation industry is fiercely competitive and recent legislation made it easier than ever for consumers to move between providers. Growing share of wallet by convincing existing customers to consolidate their entire super savings into their Mercer account is a business imperative, but annual marketing efforts were achieving diminishing returns at increased cost. Our Insights and Analytics team was tasked with identifying barriers to action and clearing the path to purchase. The work resulted in the most effective consumer marketing campaign in Mercer's history; permanently transforming the customer experience and influencing lasting change across the business.
Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This paper will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its utility for marketing researchers is at best limited. The paper will discuss why this concept is not useful for researchers and what we researchers should be worried about instead.
Our industry commonly accepts as a given that shoppers take a journey as they come to make a purchase decision. This presentation will contradict that belief, suggesting that while a path to purchase may be useful from a marketing research perspective, its utility for marketing researchers is at best limited. The presentation will discuss why this concept is not useful for researchers and what we researchers should be worried about instead.
The Cognitive Interview is a qualitative interviewing technique derived from forensic police methods for eyewitness interrogations. Our presentation explains how this technique can add value to market research generating insights on the detailed perception of a retail environment. To better illustrate the performance of this technique, we present the learnings from different CI shopper studies conducted in Germany by Séissmo and in Israel by Brandman Research. Using the example of Müllermilch, we show how to uncover the motivators for impulse purchases with the help of the Cognitive Interview. We also applied the technique to unravel priming effects in the shopping of soft drinks in Israel and to understand the buying decision process of baby's gear among first time mothers in the USA.
The Cognitive Interview is a qualitative interviewing technique derived from forensic police methods for eyewitness interrogations. Our presentation explains how this technique can add value to market research generating insights on the detailed perception of a retail environment. To better illustrate the performance of this technique, we present the learnings from different CI shopper studies conducted in Germany by Séissmo and in Israel by Brandman Research. Using the example of Müllermilch, we show how to uncover the motivators for impulse purchases with the help of the Cognitive Interview. We also applied the technique to unravel priming effects in the shopping of soft drinks in Israel and to understand the buying decision process of baby's gear among first time mothers in the USA.
The evolution of technology has fundamentally shifted the position of the consumer. It's no longer about marketers talking at customers, but rather about customers choosing how and when to engage with brands. Today's consumer is empowered by technology, choosing companies not based solely on local convenience, but on the value they offer. Businesses are aware of the new consumer, yet challenged with understanding their needs and how to engage effectively with them. We'll demonstrate how a single-source methodology can help marketers to harness insights of today's consumer at a 4-dimensional level, and uncover new insights for advertisers around purchase intent vs. actual behavior. This 1:1 approach was developed to further understand motives and behaviors of the digitally engaged consumer.
The evolution of technology has fundamentally shifted the position of the consumer. Its no longer about marketers talking at customers, but rather about customers choosing how and when to engage with brands. Todays consumer is empowered by technology, choosing companies not based solely on local convenience, but on the value they offer. Businesses are aware of the new consumer, yet challenged with understanding their needs and how to engage effectively with them. Well demonstrate how a single-source methodology can help marketers to harness insights of todays consumer at a 4-dimensional level, and uncover new insights for advertisers around purchase intent vs. actual behavior. This 1:1 approach was developed to further understand motives and behaviors of the digitally engaged consumer.