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My Mum's Throne Room: The technology that defines modernity in a developing world
Dave McCaughan, ESOMAR, Congress, Istanbul, September 2013
This paper describes the importance of the toilet in people's lives, especially to the global emerging middle class, and uses this to reveal some wider lessons for market research.
This paper describes the importance of the toilet in people's lives, especially to the global emerging middle class, and uses this to reveal some wider lessons for market research. These lessons include the idea that indirect ethnographic research may offer insights that direct questioning does not reveal, and that connectedness is viewed as both desirable and as carrying risk. It is also argued that research should not just be used to confirm hypotheses, but allow scope for unexpected results to be generated.
The modern nomad in Asia: Capturing cultural dynamics by exploring the impact of acculturation on consumer behaviour
Stephanie Herold, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This study explores the concept of acculturation - the "process of change" people experience as a consequence of a continuous, first-hand contact with cultural groups in a new country.
This study explores the concept of acculturation - the "process of change" people experience as a consequence of a continuous, first-hand contact with cultural groups in a new country. In Singapore, where there are about 1.5 million 'non-resident foreigners', qualitative analysis was conducted to shed light on these modern nomads, with particular emphasis on their identity and aspects of acculturation. Understanding the role brands play in relation to acculturation and how to engage with these consumers is explored. The study found there is an opportunity for brands to connect emotionally with these marginal consumers.
Baring it all: An exploration of the public vs. private face of modern women in Asia Pacific
Chris Casanare, Christina Inocentes and Bing Natividad, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes.
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes. The authors conducted a research project, consisting of interviews with women from 12 Asian nations. The key findings are that, across the region, the impact of economic growth and exposure to the outside world on the lives of women has been immense, and that the Asian woman is unique, because while her identity is still deeply rooted in her traditional culture, but at the same time she is coping with new opportunities. Significant differences across the region are revealed for the question of how these women view personal empowerment: there are tensions amongst women that are relative to their level of empowerment or the ability to make choices for themselves on matters that are important to them. The authors discuss implications for brand strategy suggested by these findings.
Visual stories from the emerging middle class: Understanding the individual in India and China
Anthony Martin, Market Research Society, Annual Conference, 2013
This paper defines the opportunity the emerging middle class in China and India represent for HSBC, the global financial services group.
This paper defines the opportunity the emerging middle class in China and India represent for HSBC, the global financial services group. First it defines the middle class consumer, and goes on to explore their attitudes to banking and finance. The paper indicates the range of knowledge required to build relationships with future, higher-revenue customers in these regions. Photojournalism was used to capture cultural norms as they relate to money, providing real-life evidence which was combined with an ethnographic exploration of 16 key respondents. The paper concludes by outlining five rules that can be used to leverage photojournalism in the art of storytelling.
Con-Demmed youth: What will happen to the kids who have to pick up the tab?
Andreas Thorslund and Nicola Turnill, Market Research Society, Annual Conference, 2012
A research paper discussing young UK consumers post-crisis and recession. The authors conducted an online survey with a spread of 1,000 18-24 year olds from all walks of life.
A research paper discussing young UK consumers post-crisis and recession. The authors conducted an online survey with a spread of 1,000 18-24 year olds from all walks of life. After data collection a segmentation analysis was carried out and 5 distinct typographies of young people clearly emerged. The authors then used additional qualitative research to bring the findings to life and add depth. The research showed that the recession has had a hugely unequal impact depending on social class and background. Multinational brands know that they need to capture the loyalty of young people early, but the division and divergence of experience between the five typographies is to have a major influence on spending and consumer habits in the future.
A survey of the challenges and pitfalls of cluster analysis application in market segmentation
Michael N. Tuma, Reinhold Decker and Sören W. Scholz, International Journal of Market Research, Vol. 53, No. 3, 2011, pp. 391-414
Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last 50 years, the ways in which the results were obtained have often been reported to be less than satisfactory by both practitioners (Yankelovich & Meer 2006) and academics (Dolnicar 2003).
Market segmentation is a widely accepted concept in marketing research and planning. Although cluster analysis has been extensively applied to segment markets in the last 50 years, the ways in which the results were obtained have often been reported to be less than satisfactory by both practitioners (Yankelovich & Meer 2006) and academics (Dolnicar 2003). In order to provide guidance to those undertaking market segmentation, this study discusses the critical issues involved when using cluster analysis to segment markets, makes suggestions for best practices and potential improvements, and presents an empirical survey that seeks to provide an up-to-date assessment of cluster analysis application in market segmentation within a six-stage framework. Analyses of more than 200 journal articles published since 2000, in which cluster analysis was empirically used in a marketing research setting, indicate that many critical issues are still ignored rather than addressed adequately.
Strategic NLP: Using meta-programs as strategic frameworks
Kate Hamilton and Susan Martle, Market Research Society, Annual Conference, 2011
A paper exploring ways of applying NLP Meta-Programs strategically to provide "potent" frameworks for target audience insights.
A paper exploring ways of applying NLP Meta-Programs strategically to provide "potent" frameworks for target audience insights. According to NLP, your brain runs "Meta-Programs" when you interact with the world (noticing things, using language patterns, assigning importance to things). Three of these are described by the paper: towards vs away from motivation, in time and through time, and internal vs external locus of control. In each case, readers are advised on how to identify these Meta-Programs and which MR contexts this Meta-Program is relevant to. Generally, Meta-Programs are seen as an under-used part of the NLP toolkit.
Global diversity? What happens when Jung meets Hofstede
Dipen Mehta, ESOMAR, Global Diversity, London, September 2006
Certain archetypes seem to be more prevalent and applicable to certain cultures, yet do not resonate with others.
Certain archetypes seem to be more prevalent and applicable to certain cultures, yet do not resonate with others. The key question is whether something can be superimposed on archetypes that can help understand cultural differences, leading then to the question of whether cultures are truly different because of archetypal hierarchies or other cultural dimensions that can be amalgamated with archetypes in order to explain differences. This paper proposes the use of the intercultural work done by Geert Hofstede and Fons Trompenars as a significant overlay onto archetypes. This will help assess the way people behave in particular cultural contexts.
‘It’s as vital as the air that theybreathe …’
Fidelma Price, Chrissie Wells and Julie Hindmarch, International Journal of Market Research, Vol. 47, No. 5, 2005, pp. 487-500
With a relatively stagnant market, regulated to the point of no advertisements, SMA baby milk was hoping to increase its awareness of the sector.
With a relatively stagnant market, regulated to the point of no advertisements, SMA baby milk was hoping to increase its awareness of the sector. Through developing a segmentation approach to understanding the market, it used both qualitative and quantitative techniques. As a result it gained a better approach in relation to sales of the product and who it was targeting with a 1% increase in market share.
Overcoming the communication gap. Public-private partnerships towards sustainable lifestyles
Martin Lichti and Christian Loewe, ESOMAR, Responsible Marketing, Berlin, May 2004
The paper describes the challenges of environmental communication within a policy of sustainability. Based on empirical studies, which were launched by the Federal Environmental Agency, the paper shows the need for a fundamental transformation of environmental communication related to the promotion of sustainable lifestyles and consumption patterns.
The paper describes the challenges of environmental communication within a policy of sustainability. Based on empirical studies, which were launched by the Federal Environmental Agency, the paper shows the need for a fundamental transformation of environmental communication related to the promotion of sustainable lifestyles and consumption patterns. In this respect environmental communication is seen as a multidimensional task to bring forward the needed socio-cultural transformation, which is associated with sustainable development, reflecting the existing socio-structural and socio-cultural dynamism within German society. To overcome the “communication gap” the paper presents not only theoretical and empirical insights, but also an actual case of a communication strategy that was developed for the Blue Angel’s 25-anniversary campaign.
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