The 3 takeaways of the presentation:- Learn how to influence short-term and long-term decision-making within the organisation.- Determine how to design insight reports that connect with different audiences.- Uncover the benefits of flexibility within methodological consistency.
Why do some people own 50 pairs of shoes and are already busy buying the next pair? Based on the success stories of Chanel or Louboutin, unusual research combining observations and scientific findings helped generate new insights for luxury brands.
The problem: Is there a fast and easy way to segment consumers in most contexts and across categories? Solution: Develop a new market segmentation model that helps predict personality dimensions, decision patterns, emotions, and attitudes towards brands and products based on what consumers wear. We developed the Dress Map Model that categorise consumers in terms of five profiles: Pristine, safe, trendy, belligerent, and relaxed. The Dress Map Model is a good complement to existing segmentation methodologies and can be implemented in interviews, observations, questionnaires, and self-reports. We discuss the potential of the model for both industry and government.
The problem: Is there a fast and easy way to segment consumers in most contexts and across categories? Solution: Develop a new market segmentation model that helps predict personality dimensions, decision patterns, emotions, and attitudes towards brands and products based on what consumers wear. We developed the Dress Map Model that categorise consumers in terms of five profiles: Pristine, safe, trendy, belligerent, and relaxed. The Dress Map Model is a good complement to existing segmentation methodologies and can be implemented in interviews, observations, questionnaires, and self-reports. We discuss the potential of the model for both industry and government.
Thus the proactive research was able to effectively utilise technology, passive techniques and leverage internal and secondary data available to deliver quality and on the go insights leading to improved engagement and increased revenue. There was also no compromise on the quality in spite of the end to end quick research TAT of less than two months.
With a pool of 250 million potential consumers to tap into, what are the barriers we need to break down and how do we do it? The fashion market in India is a $70 Bn industry as per the Fashion Forward 2020 report by BCG & Facebook. Online is an important part of this industry which currently constitutes a share of approximately 5% or $3,5 Bn. With increasing internet penetration, this number is projected to touch $14 Bn by 2020 with more and more consumers moving online and increasing their share if online purchases, translating to roughly 12% share of the total fashion market.
The Talent Contest: ESOMAR Research Effectiveness Award Finalist.
Measuring the media effectiveness, by ESPN, for luxury brands in Latin America.
Using a combination of Image Mining and Text Analytics to decipher relative strength of fast growing Italian designer furniture brand vis-a-vis the competition and also to strategize its future brand positioning.
This paper reveals a profound developmental investigation about the childhood and adolescence phases of the youngsters in the Brazilian ascending middle class. This study will outline how values such as looks and appearance, dressing and clothes contribute ti the construction of their social identity. The goal is to assist C&A in fashion retail by providing important elements for strategic planning of children and adult's clothing for the next few years.
When you got up this morning did you really think about what specific pair of underwear you put on? Sure, now I am asking you can think of good pragmatic reasons. But have you really thought about why the underwear in your drawer got there. Marketers and researchers are good at asking a lot of questions about current activities but we are pretty poor at considering that the reasons products are segmented, marketed and purchased has more to do with technology and social history. This presentation may be entertaining, who would not laugh at a lot of jockey and briefs advertising. But there is also a wake-up call that as we celebrate a milestone in the history of market research we might want to spend more time thinking about history and its influence.