Let's take a look at the lives of typical rural Indian women and understand what social norms and practices prevent them from achieving economic advancement. Our understanding will help unveil major barriers to women's participation in upskilling and employment generation programs offered by a leading local NGO- The Light of Life Trust (LOLT).We will identify ways in which LOLT can address these barriers and increase women's enrollment in its program as well as their successful transition to employment after completion of the program. This will help women fulfill their foremost aspiration of achieving greater financial security!
We aim to help shift Japan's course towards a brighter future -- economically, as a society and as individuals -- by illuminating the true cost of gender inequality. To tackle the issue Unilever has partnered with Ipsos to conduct quantitative research to try and identify the issues that Japanese women deem most relevant to themselves and seek support for. This understanding is felt to be key to providing meaningful support to women, as well as enabling brands to connect with consumers with messaging that resonates.
Typically, consumer flavour testing is conducted using a structured questionnaire. In general, Asian consumers tend to be relatively reserved and polite in their responses in some countries. We therefore collaborated in a neuro-physiological study making use of EEG, heart rate, and skin conductance, to evaluate consumers' flavour preferences more objectively for flavour development. The study was conducted among female consumers in Jakarta and physiological measurement has helped to reveal the underlying emotional responses of the consumers for two of the most preferred test flavours. This research demonstrates that we can further sensitively measure how different flavours elicit different emotions, providing further insights on how to optimise flavours to maximise consumer preference.
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 ELVIVEs 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 describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we delivered this insight differently into the business and some of the impact to date.
Using cultural insight across every continent, Diageo has developed an insight-led framework to help its marketers avoid stereotypes and represent gender more positively in its brand communications.
This very important piece of research is something that could make a real difference to half the population.