This presentation shows how in-depth motivational qualitative research helped identify the underlying hopes and fears of consumers in relation to internet security. By looking deeply into B2B and B2C customers motivations and inhibitions within the category, a better understanding was gained of the symbolic and cultural environment surrounding internet security. Using Archetype Theory helped optimise Kasperskys global brand strategy.
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country. The findings presented are based on the results of qualitative research undertaken in the alcoholic spirit drinks market.
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This presentation demonstrates the merits of using the natural human powers of observation and prediction in a We Research approach to concept screening and Predictive Markets. At the critical concept screening stage of their innovation process, SABMiller Europe was able to efficiently test a large number of concepts across multiple markets using a common methodology.
Emotions are undoubtedly essential in marketing designed to build a strong relationship to the customers. Emotions cannot be effectively managed if they cannot be measured. Therefore, a valid measurement of emotions is of extreme importance for marketing management. Most market research instruments have been developed either in Europe or in the US and may not be reliable when simply re-applied in a different culture like China. In this presentation, the audience will learn how emotions differ between the West and China and how measurements developed in a western cultural environment can be successfully adapted to the Chinese culture. The presentation will answer questions like: Should different sets of emotions be used in China? And: Would a Chinese picture set work better than the international picture set, and how much better?