The main 3 takeaways of the presentation are:- It is possible to measure what makes and predicts engaging storytelling;- Relatability is the most important attribute to any story, no matter what your objective is;-Different generations connect and value stories in different ways.
Why not make use of smartphones during focus groups instead of forbidding them? Within traditional focus groups, verbal communication is leading. We, as moderators, perceive smartphones as devices that distract respondents from the subject and that disturb the focus group. On the other hand we all know that the smartphone is our buddy and we understand that people don't like to switch it off or lay it apart. This made us wonder: why not use these buddies as an extra sensor during focus groups, instead of feeling annoyed about them? Could we use this focus on the smartphone-buddy to increase focus on the discussion? Motivaction and Noterik have developed a technology (VisualFocus) that visualises smartphone activities on a central screen. We use this technology to get individual reactions before discussing things in the group, and to spice up our focus groups. VisualFocus is fun for respondents, for clients and for the moderators.
Brand purpose marketing seems to be the Marmite of ad land in 2019. Regardless of whether you love it or hate it, we've uncovered 10 learnings on Brand Purpose based in research.
This paper describes the work carried out in explaining how the Indian consumer reacts to the very idea of consumption. The paper argues that culture is an important determinant of consumer behaviour across categories. A specific model of behaviour with regard to the Indian consumption culture is proposed in the paper.
The paper examines the relationship between CBC radio programs' audience size (as measured by BBM estimates of share) and audience qualitative appreciation (as measured by qualitative indices or QI's in the CBC's annual Qualitative Radio Study). The analysis shows that there clearly is a relationship between a program's share and listeners' level of enjoyment; programs with larger audiences tend to be more enjoyed by those who listen in, those programs with smaller audiences generally have lower QFs. There are of course exceptions to the general rule and these are what are of particular concern and form the basis of future research. The paper is divided into four sections: an introduction outlining the nature of concern for meaningful measurement of audience reaction to public service programming, including some background on CBC Radio's traditional approach to measuring program enjoyment; a methodology section explaining the annual survey of listeners on which program enjoyment measures are based the Qualitative Radio Study (QRS), and the nature of the current analysis; results of the analysis of the relationship between audience share and program enjoyment; and, a conclusion with some thoughts about measurements of audience reaction to radio programs. There is also an appendix with details of correlation analysis used in the study.
This paper explains why a group of UK magazine publishers choose to conduct research into the way in which magazine advertisements and television commercials interact with each other, in terms of the communication achieved. The research is described and some of the main findings reviewed. The paper concludes with some comments about the design of future similar studies should it be decided that more work along the same lines should be undertaken.
The purpose of this account is to set out the results of 3 years of concrete experience gained on this model and its simulation software. It breaks down into three main sections: I. The principle of the model insofar as concerns data collection and the econometric assessment of the latter. II. The various types of simulation which are possible with the software; various examples are given in this connection. III. The setting up a new mode of cooperation between the advertiser's marketing departments and the company making the studies.
The purpose of this account is to set out the results of 3 years of concrete experience gained on this model and its simulation software. It breaks down into three main sections: I. The principle of the model insofar as concerns data collection and the econometric assessment of the latter. II. The various types of simulation which are possible with the software; various examples are given in this connection. III. The setting up a new mode of cooperation between the advertiser's marketing departments and the company making the studies.
Consumers' involvement in products considerably moderates their reactions to marketing and advertising stimuli. Involvement has now gained the status of a major parameter to be taken into account in advertising and marketing strategies. Current practice and theory measures involvement by a single index. Empirical data, based on more than 3500 interviews, across more than 20 product categories, show that involvement is not a single dimension but should be thought of as a profile of 5 dimensions. Knowing only one dimension is insufficient to catch the full dynamics of the relationship of consumers to products, and to predict consumer behavior. The involvement profile is an enlightening new tool for describing consumers, product categories and for segmenting markets.
In this paper we will restrict discussion to print ads and consider methods and models which allow to analyse constructs such as the first affective impression or emotional and/or psychological appeals of print advertisements. These constructs are supposed to belong to the determinants of the concept of attitude toward the advertisement. Particularly in product classes where physical differences between brands are slight and well below the threshold above which consumers are able to discriminate the brands a distinctive and emotionally appealing advertisement is a key for success.