How to create a framework to discover a set of adjacent value spaces based on a motivational assessment of stakeholders of the cement value chain. The Holcim Argentina case understanding Latin America people's dream of building the first home.
How to create a framework to discover a set of adjacent value spaces based on a motivational assessment of stakeholders of the cement value chain. The Holcim Argentina case understanding Latin America people's dream of building the first home.
This project is a first step to driving predictive diagnostics to enhance some elements of brand health tracking. We created a 360° view of brand health by looking at customer and non-customerâs relationships with telecom brands through social media conversation. Key pain points were diagnosed and opportunities for action highlighted. The model and underlying data can now be accessed through an interactive dashboard enabling rapid visual analysis.
This project is a first step to driving predictive diagnostics to enhance some elements of brand health tracking. We created a 360° view of brand health by looking at customer and non-customerâs relationships with telecom brands through social media conversation. Key pain points were diagnosed and opportunities for action highlighted. The model and underlying data can now be accessed through an interactive dashboard enabling rapid visual analysis.
Consumer culture is a complex phenomenon of visual representations and the politics of visibility. Products have become markers of social distinction and form a distinctive part of people's lives. Brands are partners in achieving social goals (emotional, interpersonal, experimental) and consumers are purposeful when entering into relationships with brands, choosing brands that will allow them to achieve their desired goals. In this way, brands become instrumental partners in our lives, as brands allow us to construct and strengthen our identity. This paper offers a hypothesis that brands have social lives as they enter into relationships with people. It proposes that we have to adopt semiotic approaches to explore the multiplicity of such relationships.
This paper looks at the relationship between the researcher and the respondent and seeks to challenge outmoded attitudes and to suggest new approaches which deliver value to all stakeholders (including clients, agencies, respondents, and customers). The paper identifies the problems that underpin current relationships, including declining response rates, growing consumer cynicism, and clients' desire for more identifiable information, and then draws on new research to highlight what respondents believe and what they want from the research experience. The paper then builds on this information to suggest approaches that are based on mutualism, i.e. delivering benefit to all parties.
The following paper illustrates a methodological tool that addresses childrenâs targets, in pre-school (5 - 6 years), and early-primary-school age (up to 8 years). It âfacilitatesâ the gathering of useful-to-researcher indications, and actually stems from the search into new modes for interpreting the relationship between the child and the product. Kidâs Eye is a test that uses the characters of the classic fairy tales as archetypes of positive and negative values. The output of the test highlights the specific traits of the relationship, together with the values attributed to the product as such, and the fallout for the young user.
This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that valorises relative, subjective experience. In the light of this epic conflict, the authors look at consumer relationships with advertising and brands. This paper examines: popular culture and politics; The Truman Show, No Logo, The Matrix; the divergent approaches of contemporary consumer and brand theory; numerous examples from advertising, including Guinness and Budweiser campaigns; consumer language and behaviour; sociolinguistics and group dynamics. Tools to investigate and understand the struggle in the minds of todayâs consumers are proposed. The paper further speculates on the eventual resolution of this dialectic.
This paper describes an Ethnographic study involving the universe of women in different parts of Brazil and that portrayed the way in which cultural, historical, geographical and social aspects were decisive in the relationship these women established with a certain specific product category and its brands. The relevance lies in its presentation of the growing importance of Ethnography and its utilization as a powerful market research tool that is unique in the creation and elaboration of strategic paths, at times when traditional techniques group discussions and in-depth interviews are of limited use.