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Getting to know Wonder Woman: What mobile ethnography can add to how we understand consumers
Chris Jones, ESOMAR, Qualitative, Amsterdam, November 2012
Mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour by allowing stories to unfold rather than pre-framing their context.
Mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour by allowing stories to unfold rather than pre-framing their context. This paper describes a recent project for Kellogg's, the cereal manufacturer, in which this approach was successfully used to create engaging insights for its Special K brand. Kellogg's knew that in order to unlock penetration growth, it would need a more emotional communications and NPD strategy for its target segment. By using mobile and digital platforms, Kellogg's was able to gain a deeper understanding of the role Special K could play in the target group's lives and discern insights that would inform its 2013 brand planning process.
Validating neuro-bio research in creating advertising
ARF Experiential Learning, Re:think conference, 2012
Cereal company Post found its Great Grains brand had been declining in share for a number of years due to a lack of messaging that differentiated it from other healthy cereals in the American market.
Cereal company Post found its Great Grains brand had been declining in share for a number of years due to a lack of messaging that differentiated it from other healthy cereals in the American market. This paper outlines how the company rethought its approach to consumer research in order to identify a new positioning for the brand. Specifically, it used Affinnova's IDDEA positioning methodology to optimise potential positions and measure their breadth and depth of appeal with consumers. The winning positioning was incorporated into the advertising creative brief, with several advertising ideas then developed and tested using a proprietary neuro-bio measurement methodology. Emotion, cognition and persuasion all improved significantly versus the original ad grounded in the traditional research positioning. The final advertisement led to Great Grain becoming the fastest growing cereal brand in its category.
The Dots Can Only Be Connected With a Tune!
Claudia Suárez-Gapp and Frank Hofmann, ESOMAR, Online Research, Berlin, October 2010
Based on a real-life case study, this presentation demonstrates an approach combining online research with several other data sources to address a client business issue.
Based on a real-life case study, this presentation demonstrates an approach combining online research with several other data sources to address a client business issue. The frame includes an online survey, qualitative research, retail panel data and consumer panel data to deliver strategic brand management consultancy. It evaluates how consumers make decisions and their brand equity and shopping style within market category dynamics to provide a holistic solution to growth opportunities. As the findings have already been implemented, the impact of recommendations from this approach will be assessed.
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