A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data collection, data rental, data outsourcing, data hosting, data integration, data quality investigation, data management, data warehouse and data mart, business and location intelligence, data analyses and mining (modeling), operational and analytical, CRM, customer club and loyalty programmes, even database marketing. This presentation delivers a new auto business format with the above concepts and applications, and with a big bang from third party data, i.e. e-commerce, social media and the vehicle internet.
Human beings use two systems to make their decisions. One is fast and emotional, the other more difficult, ponderous and conscious. Research is prejudiced in favour of the latter. This presentation outlines the growing efforts to change that through building tools which truly reflect our attraction for fast, easy and emotionally satisfying decisions and which also turn human understanding into business advantage.
General learnings from the world of shopper insight are shared in this presentation in order to give the audience an understanding of how tangible shopper insight can be, and the commonality that exists between markets in terms of shopper needs. At a CEE level the unbranded learnings are referenced that demonstrate how shoppers' generic perceptions and needs are surprisingly similar- although activation in-store needs to reflect different contexts. The markets may be different, but there is often a common shopper language, common issues, and common shopper needs.
This presentation is based on a study designed to follow people as they made an important purchase decision - their next new car. The presenters found very different approaches and behaviours, and were able to track the real effect of ads (greater), influence of test drives (less, but with huge potential), importance of word of mouth, dealers and online research. New buyer typologies emerged, and the purchase funnel model was finally discredited. This project has wider implications for anyone conducting purchase process research or planning to target buyers of higher ticket goods.
Two questions periodically arise in our industry: how do brands really grow and why don't the best always win? Every time our industry thinks that we have the answers nailed down, someone comes along and undermines the collective consensus. We are currently in one of these disruptive periods wherein the foundations of our beliefs are being challenged by the likes of Andrew Ehrenberg and Byron Sharp. This is the perfect opportunity to re-evaluate what we thought we knew. This presentation looks at how people really buy based on five years of actual purchase behaviour in order to update our industry's understanding of how brands grow and how markets evolve.
Project Shopper 360° shows how brands can respond to the challenges of the post recession shopper landscape through continual dialogue with consumers. This paper will show how cutting edge community research combined with on the go mobile and video research can get under the skin of how shoppers make decisions across a range of retail environments.
The brain processes the act of purchasing in the same region that it processes the experience of pain. It does in fact, from a brain science perspective, 'hurt' to hand over money in a transaction. At NeuroFocus, we have done a good deal of research into pricing, and the subconscious dynamics that we all undergo during the purchase decision process. We have uncovered a fascinating and unexpected phenomenon, 'little moments of luxury', which has led to the development of the Luxury Perceptual Framework.
Mobile Internet access, a fast-growing alternative to Internet access on desktop or laptop computers, is highlighted in this study involving on-site mobile data collection. Participants were required to upload a photo of their location, requiring technical aptitude and ability that is currently not ubiquitous. However, the photos alongside survey data takes us closer to fully examining a purchase and consumption experience without interviewer intrusion. The data collected provided insight into differences in coffee consumption across different countries and cultures, but more importantly shed light on research considerations for location-based research on mobile devices. A list of best practices to assist with this endeavour have been compiled.
This paper will offer a unique view of the Chinese media marketplace, that of the Chinese retail consumer. We present data from a 2009 study of 7,000+ Chinese consumers, age 18 to 34, who have reported on what media they use, i.e., consume, not what marketers and media organizations report as having distributed. Drawing on data from the BIGresearch online "Chinese Quarterly Media Studies" reports, which have been gathered four times per year since 2006, we report on the media forms Chinese consumers report using the most, the time spent with each media form and which media form or forms are reported as having the greatest influence on their purchasing decisions in a number of product categories. These prior-to-the-store media exposures (22 external media forms, both online and offline) are then correlated to the Chinese consumer's reported exposure to in-store media. The combining of the external-to-the-store and in-store promotional activities provides a unique, holistic view of how media actually is consumed in China among a very critical market segment. Since the same type of data has been gathered in the same way in the U. S. since 2001, we are also able to compare media consumption patterns for the U.S. and Chinese consumers.
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 unique cultural values prevalent in Russia have a deep impact on the appeal of prestige perfume brands to Russian female consumers: a 'premium segment' that has been introduced just twenty years ago. This presentation describes how Russian women look at brands through the prism of their particular values. Now that a period of exceptional growth in the Russian market has come to an end, 'second-era marketing' would certainly benefit from the knowledge of how to better accommodate Russian market and consumer particularities rather than relying on a 'universal' implementation.
In recent years there has been a growing body of evidence about the value of studying real experiences and behaviour rather than perceptions and future intentions. Among other things, this has proven useful in understanding brand loyalty and change, as well as in understanding shopper moments of truth. One of the fallouts of this is a need for research methodologies that help access real experiences accurately and in sufficient detail.Cognitive Interviewing is a memory-reconstruction technique that helps generate more powerful, vivid and textured narratives of consumer experiences with brands and categories. It helps us get past conscious memory, to access the fleeting, trivial and forgotten or omitted details which either registered subliminally, or may be too distant or too unimportant for respondents to remember, but are vital for piecing together our understanding of what was going on. Widely used as a police interrogation technique, Cognitive Interviewing was developed to enable eyewitnesses to remember minute elements of the cene of the crime. This paper discuss the theoretical underpinnings of the value of studying real memories, outline key principles and techniques used in Cognitive Interviewing, and discuss its applications with examples of how the technique has been used.