This case study highlights how two distinct and developing technologies were uniquely combined to deliver actionable consumer intelligence for an up-and-coming snack brand, bare®, in an evolving product category.
This paper discusses key trends in short form video viewing, and makes some predictions for how snack-able consumption will change among post Millennials (under 16s) and the implications for broadcaster strategy. The analysis focuses in three key areas: behaviour (how post millennials watch), content (what post millennial watch) and discovery (how post millennials find what to watch). Finally implication and recommendations for broadcasters are highlighted.
This paper showcases how a pioneering research technique was used to answer questions arising from new tv broadcaster, consumer and brand behaviours. Specifically the paper shows how wearable glasses that capture high quality AV footage from a participant's perspective can add unique value and the challenges and learnings inherent in using such a method. The case study we use here emerged from a partnership between ITV and a strategic insight agency, Craft. ITV wished to understand how audiences of one of its most valuable UK programmes, The X Factor, used its companion smartphone/tablet app.
We are all using more film/video in research. The backlash against long PowerPoint presentations means the increasing use of video clips to bring the findings to life, and the standalone five-minute video to accompany the debrief. But is there an increasing tension between the qualitative researcher and the cameraman? is qualitative research sleepwalking into becoming simple reportage? When does a research debrief become a documentary? Qualitative researchers and their clients should be alert to the dangers as well as the benefits of the increasing use of film, especially in an international context.
Since infants cannot use scales to indicate how much they like something, mothers must use non-verbal cues to infer product acceptance or rejection. As an alternative to an expensive central location test with mother-infant dyads, we used mothers' mobile phone cameras to record infants' reaction to yogurt products. Mothers also completed traditional questionnaires. Video analysis provided an objective means for researchers to determine product acceptance, resulting in specific measurement criteria that were validated against mothers' responses. This methodology presents opportunities to evaluate infant liking of a wide range of products, using common mobile technology.
The prevailing celebration of technology-enabled access to 'raw' consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and social media bring (emotional engagement, richness and texture, more impactful storytelling), they have also led to a focus on the anecdotal story, on data rather than analysis, and on micro-reality at the cost of the macro view. Furthermore, to remain relevant researchers must reclaim their role as meaning makers and framers of reality as interpreters, and not merely cameras.
This paper will describe how the Shopper Insights function inside a globally active FMCG company has gained and accumulated relevant shopper-marketing knowledge from diverse sources of information and expertise, and how this knowledge has since been successfully disseminated in a company-wide communication effort using a new web-based knowledge-sharing video service.
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 paper describes a new research methodology developed by Repè that makes the most of the technical revolution of digital video. VideoStudy uncovers emotions through a dynamic analysis of the gap between verbal and non-verbal registers. It taps into speech, a functional observation of talk and of gestures to measure emotional involvement and uncover consumer insights.
Research still needs to be more actively involved in turning results into strategy and strategy into action. In brief, we need to be more than researchers, we need to be consultants. We will introduce a future business model positioning itself at the intersection of research, consulting and creativity. Based on the growing importance of communicating information visually, we will illustrate how the integration of video and design into our work boosts results and inspires marketing or product development and ultimately helps research to take on a more consulting role. Rich in hands-on practices and examples, we will show opportunities and limitations of such a business model.
Video has become ubiquitous. Shooting in a digital video format is now within the realm of the mass consumer. All it means is that researchers need to lose their chains of objectivity and start looking at research as a form of narrative. Identify and focus on the story being told, and if possible, involve the consumer in creating that narrative. If we are living in a world of consumer generated content, why shouldn't research too be a part of that phenomenon?