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Loading Qualitative 2.0: Speed dating with consumers
Anupama Wagh-Koppar, Vartika Hali and Vishal Sampat, ESOMAR, Qualitative, Amsterdam, November 2012
In India, qualitative research in under threat from two angles: clients who are demanding quick, concise and digestible research information for their decision-making; and time-poor respondents who have a limited capacity for introspection and sharing.
In India, qualitative research in under threat from two angles: clients who are demanding quick, concise and digestible research information for their decision-making; and time-poor respondents who have a limited capacity for introspection and sharing. Despite these pressures, qualitative research continues to be a long conversation with an impatient respondent,that produces a verbose report. This paper calls for Qualitative 2.0 (beta), an approach that includes shortened discussion groups, an end to the generic funnel approach, with research conducted with consumers in a manner akin to speed dating, among other changes. This paper is viewed in the context of work done with L'Oréal, the global beauty company.
Take Your Pick: Kate Moss or the Girl Next Door? - The Effectiveness of Cosmetics Advertising
Michael Antioco, Dirk Smeesters and Aline Le Boedec, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 15-30
In the last several years, marketers have started to use “nonidealized” models in advertisements (i.e., “Dove’s Campaign for Real Beauty”).
In the last several years, marketers have started to use “nonidealized” models in advertisements (i.e., “Dove’s Campaign for Real Beauty”). Little is known, however, about the effects of “nonidealized” advertising on consumers and whether this type of advertising—when compared to idealized advertising—is truly beneficial for the branded products promoted in these ads. Based on a sample of 347 French women exposed to either idealized or “nonidealized” models, the authors established that the way these advertising models have an effect on brand responses—specifically, the attitude toward (and the purchase intention of) a brand—operates through a dual-process model. When a viewer had a high sense of self-esteem, it was crucial that both processes be understood simultaneously: the effect of the portrayed model’s body image on the brand responses can be suppressed by the model-evaluation process. The authors also note that consumers’ ages influenced the self-evaluative process following a quadratic function. Their place of residence (i.e., urban versus rural) influenced the self- and model-evaluation processes.
Real women on real beauty: Self-discrepancy, internalization of the thin ideal, and perceptions of attractiveness and thinness in Dove's Campaign for Real Beauty
Kimberly Bissell and Amy Rask, International Journal of Advertising, Vol. 29, No. 4, 2010, pp. 643-668
This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals.
This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals. The objective of this study was to assess adult women’s beliefs about beauty and attractiveness in themselves and in others using several variables as possible predictors: exposure to thin-ideal or plus-size models, social comparison and societal views of thinness. Using an image of a model from the Dove Campaign for Real Beauty and three manipulated images of the same model, this study tested participants’ evaluations of each model’s attractiveness and thinness, and further tested participants’ level of self-discrepancy and societal views of thinness to assess if the campaign was at all effective in influencing the way women perceive beauty and attractiveness in themselves and in others. While exposure to the Dove model versus an ultra-thin model was not related to decreased levels of self-discrepancy across experimental groups, numerous other statistically significant relationships emerged based on exposure to the Dove or plus-size model. These and other findings are discussed.
Consumers And Their Brands - Understanding the relationship in China and Japan
Javier Calvar and Goutam Mitra, ESOMAR, Asia Pacific Conference, Tokyo, March 2005
This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers’ needs play in such a relationship.
This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers’ needs play in such a relationship. The analysis is done in two very different but equally important markets in the Asia Pacific rim: China and Japan. Whilst Japan is currently the largest Asian market for cosmetic products in terms of penetration, the sheer size of China’s population makes the country a source of enormous potential growth for any brand owner. The learnings discussed in this paper aim to provide a framework that marketers can use to plan their brand strategy on the basis of what drives brand equity and the needs that are important to consumers in each market, thus being able to build a closer relationship between their brands and consumers.
Knowing The Consumer Through The Eyes Of Others
Monica Garcia and Alicia Martin del Campo, ESOMAR, Consumer insights conference, Madrid, April 2003
The following paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer’s understanding through the consumer himself.
The following paper addresses the Two-Way Mirror method for its application in qualitative market research as a manner to approach the consumer’s understanding through the consumer himself. This helps detect feelings, motivations and insights directly connected with different products and services categories. The authors refer to the method’s details and their implications by means of a case study in the personal care category.
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