Facts are nothing without stories. Instead of a traditional qualitative campaign pre-test where participants evaluate stimuli, we created a museum with Corona's (AB inBev) history and focused on how consumers re-built it into stories.
The general objective of this study is to analyze shopper's behaviour during their purchase intention processes at the retail outlet for the hair care category, specifically shampoo, and provide ELVIVEâs brand with relevant information to work on their marketing strategy. A sample composed of 40 female participants within one supermarket store was analyzed and the eye-tracking method was used to analyze their visual attention to different visual stimuli at a retail outlet. The results indicate that the more visual attention the consumer has to a specific shampoo brand, the greater their intention to purchase will be. Likewise, the more the consumer looks at the price of a shampoo brand, the greater their intention to purchase will be. However, not enough evidence has been found to affirm that the more visual attention paid by the consumer to the advertising of a specific shampoo at the retail outlet, the greater their intention to purchase will be.
This paper discusses innovation process performance in FMCG and blind spots in the classical research sequence. Using case studies, it demonstrates how a combination of relevant 'touch and feel' stimuli and behavioral research techniques can help solve the paradox of early testing of 'the real thing' in a 'real context' with a product that does not yet exist. It reviews 'design thinking' good practices that have helped Kraft deliver successful innovations with shorter time-to-market, thanks to 360° shopper-user understanding.
This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus development and data collection, and segmentation and/or optimisation for database development and application.
This paper illustrates non-verbal and psychology oriented test procedures to elucidate modes of self-experience relative to preferences for sensory stimuli, in particular for scents. As a result of these tests, a Spectrum of Positive Moods and Images will be presented, specifying seven potential target groups or personality clusters for perfumes. The two- and three-dimensional color-shape figuration in this spectrum in relation with particular fragrance preferences can serve as an orientation help for designing fragrance concepts as well as for fragrance consulting. A large-scale test using this material is presented as an exemplification of how present mood trends in our society and corresponding target groups, as well as subsequent fragrance concepts, can be analyzed.
This paper examines the efficiency of the Bradley-Terry methodology in conducting fragrance evaluation in the context of a highly heterogeneous market; a market with varied socio-cultural behaviour. It further proposes a theoretical framework which reduces some existing limitations thereby enabling the methodology to be used across a wider range of stimuli.
This paper presents two case histories showing how world-wide segmentation of consumers aids in new product development. The segmentation approach was originally used with sensory analysis of products, but has been expanded to concepts on a transnational basis. These segments transcend countries - viz., the same segment exists in different countries, but in varying proportions. The interview uses multimedia concepts, designed by experiment. The analysis uses modelling and segmentation to create individual concept response models. The result is a database which can be used to understand the segments and to create new concepts in a rapid fashion.
The basic concern of this paper is to expand our knowledge concerning what today's children are like and how to reach them. This presentation is divided into two parts. In the first, the theoretical reference chart on the cognitive/emotional stages of development of the child aged seven and up will be introduced, and which oriented the selection of the procedures and stimuli used in gathering the data. In the second part, the techniques which were utilised will be presented, illustrated by the study's findings concerning the child's perception in relation to family, life and society, and his/her inter-relationship with the age, sex, social class and place of dwelling variables.
The basic concern of this paper is to expand our knowledge concerning what today's children are like and how to reach them. This presentation is divided into two parts. In the first, the theoretical reference chart on the cognitive/emotional stages of development of the child aged seven and up will be introduced, and which oriented the selection of the procedures and stimuli used in gathering the data. In the second part, the techniques which were utilised will be presented, illustrated by the study's findings concerning the child's perception in relation to family, life and society, and his/her inter-relationship with the age, sex, social class and place of dwelling variables.
In this article 'Natural Grouping', a new technique for image and positioning research is introduced. The more conventional approaches to image research - the free format, the explicit and the implicit techniques - are briefly discussed. The shortcomings of these approaches form the background for the development of the new technique. 'Natural Grouping' is able to measure simultaneously the images people have of a large set of stimuli, such as brands, using an interesting respondent task. This task consists of splitting successively 2 large sets of brands, packages, or representations thereof while recording the qualifications given by the respondent to the groups so formed.