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Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
Discriminating between behaviour using market data from panels
Hsiu-Yuan Tsao, Leyland Pitt and Colin Campbell, International Journal of Market Research, Digital First, August 2013
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data.
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data. While at the individual level, sample size and sequence length are limiting factors, at the aggregate level, heterogeneity with respect to purchase sequences may assist in interpreting results. The authors propose an approach to discriminate between the switching behaviour of variety seeking, indifference and reinforcement. Only the proportion of 100% loyal customers, market share data and an estimation of the promotional effect - information all available from consumer panel data - are necessary to fit the model.
Beleza Natural: Expanding From the Base of the Pyramid
Hy Mariampolski, Maribel Carvalho Suarez and Leticia Moreira Casotti , ESOMAR, Latin America, Cartagena, May 2010
Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets.
Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets. In this regard, the experience of Beleza Natural, a brand of hair care products and chain of beauty salons targeted to the needs of Brazil's Black and mixedrace communities is unique. With eleven branches located in Rio de Janeiro, Espírito Santo and Bahia States, 16 year-old Beleza Natural currently provides services for close to 70,000 clients every month.
The Tactical Use of Mobile Marketing: How Adolescents’ Social Networking Can Best Shape Brand Extensions
Shintaro Okazaki, Journal of Advertising Research, Vol. 49, No. 1, Mar 2009, pp. 12-26
The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing.
The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing. This research identifies the factors that affect youth consumer participation in a mobile-based word-of-mouth (WOM) campaign. The study used a “real” brand promotion—a new men’s hairstyling wax launched in the adolescent market—to stimulate interest and participation. Specifically, consumers were encouraged to spread the information via WOM and participate in a hairstyle photo contest. A core attitudinal model consisted of interpersonal connectivity, self-identification with the mobile device, affective commitment to the promoted brand, attitude toward the campaign, and willingness to make referrals. The data—based on the responses from 1,705 teenagers between the ages of 13 and 18 years—fit the model well and provided empirical support for all the hypothesized relationships. The model was further analyzed in terms of latent mean structures, which revealed that face-to-face WOM elicited stronger affective brand commitment and attitude toward the campaign than mobile-based WOM. This pattern is reversed, however, in the willingness to make referrals, suggesting that mobil-based WOM may be persuasive even when adolescents are less interested in the campaign content.
The role of fragrance in the brand personality of consumer products
Maryana Kaplan and Kendra Zarrilli, ESOMAR, Fragrances Conference, New York, May 2005
This paper explores the role of fragrance in defining a brand’s personality at the point of purchase relative to its packaging.
This paper explores the role of fragrance in defining a brand’s personality at the point of purchase relative to its packaging. Louis Cheskin’s concept of Sensation Transference provides the basis for this exploratory research. Results contained herein are based on a consumer study of shampoo products designed to provide insight into recognizing fragrance’s contribution to the marketing mix of consumer product goods, measuring the impact of fragrance on brand identity, and understanding how fragrance, along with packaging, influences consumers’ purchase decisions and overall appeal.
From 'weak signals' to successful product development
Laurent Flores, ESOMAR, Technovate conference, Cannes, January 2003
This paper offers a new, innovative approach to ‘weak signal detection’. The goal is to discover coming trends or latent consumer needs.
This paper offers a new, innovative approach to ‘weak signal detection’. The goal is to discover coming trends or latent consumer needs. Building on the sciences and principles of ‘information theory’ and ‘evolution biology’, the potential importance of “weak signals” to act as ‘early alerts’ of up-coming threats or opportunities for the marketer is first shown. The limit of current research approaches in detecting such “weak signals” is shown and offered is a new online system designed to 1) detect and amplify these weak signals thanks to online collaboration among consumers facilitated by an iterative algorithm (Brand Delphi™), and 2) validate/quantify the value of these ‘weak signals’ as potential early alerts of new promising elements/criteria through online conjoint analysis (IdeaMap?.Net). These two methodologies offer a unique and innovative approach to identify the specifics of these up-coming trends or latent needs. The authors share a case study demonstrating the easy, quick, actionable and affordable deployment of the approach in the beauty care industry, specifically hair-coloring as purchased in the store.
Marketing Research for Value-driven Advertising. A Case Study on the Basis of the International Campaign for Wella AG
Anne Bell and Veronika Gnajda, ESOMAR, Qualitative Research, Athens, November 1999
This paper describes the evaluation of advertising concepts for an international campaign based on a new brand strategy.
This paper describes the evaluation of advertising concepts for an international campaign based on a new brand strategy. The subject has a global perspective and reflects the demand on marketing research to find new solutions for advertising which is no longer driven only by functional product benefits but by emotional communication of basic values which are relevant and coherent with the brand.
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