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Recreating AlaTurca: Consumer goal conflicts as a creative driver for innovation
Deger Ozkaramanli, Steven Fokkinga, Pieter Desmet, Erkan Balkan and Eapen George, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey. In order to achieve radical innovation, companies require an increasingly deep understanding of consumers' wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritise them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives.
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.
Small Numbers, Big Insights: A year in the lives of families living with austerity
Suzanne Hall, Isabella Pereira and Chris Perry, ESOMAR, Congress, Istanbul, September 2013
This paper argues that small scale face-to-face qualitative interviews are still a valuable research method, despite advances in technology and data collection, using the example of a longitudinal research project in the UK.
This paper argues that small scale face-to-face qualitative interviews are still a valuable research method, despite advances in technology and data collection, using the example of a longitudinal research project in the UK. The study repeatedly interviewed (face-to-face and telephone) and collected other details (such as financial information) from 11 families over the course of a year to understand how their relationships and finances interacted and were affected by other life events. It is argued that this research approach allowed a depth and detail of understanding that Big Data and panel surveys do not give.
Russian kids and the West: So far, so close
Anna Demianova and Julia Yuzbasheva, ESOMAR, CEE Research Forum, Prague, March 2013
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries). The paper presents a holistic view of Russian kids aged between 5 and 8, from both the perspective of an insider and by contextualising this culture with that of Western Europe. Russian children watch The Simpsons, listen to Justin Bieber, aspire to have 'gangsta style' and sometimes even say 'hey' instead of the (Russian) 'privet'. But the paper also argues that, while Russian kids might appear to be similar to their Western this is merely a pitfall for international brands aiming to directly export Western marketing communication to Russia. Because the differences are not obvious from the outside, the authors argue that it is more important than ever to go beyond the surface and listen to cultural specifics.
Un-mommed: Can moms and their families survive? What happens when moms take a 48 hour time-out
Jane Gould, Andrea Strauss and Wynne Tyree, ESOMAR, Congress, Atlanta, September 2012
Understanding the family starts with understanding the mother. And perhaps the best way to establish her role in the household is to see how the rest of the family copes when she isn't there.
Understanding the family starts with understanding the mother. And perhaps the best way to establish her role in the household is to see how the rest of the family copes when she isn't there. This research for Nickelodeon involved separating 11 mothers from their families for 48 hours and installing cameras in their homes. Family members were also given diary cameras and biometric monitoring bracelets. The qualitative study uncovered a number of insights which informed a subsequent nationwide quantitative survey. The findings have been shared externally with key Nickelodeon partners.
The kids are alright! The global family today
Noel Gladstone, ESOMAR, Latin America, Mexico City, May 2012
Nickelodeon Kids & Family GPS is an on-going, global research effort looking at the changing face and role of the family.
Nickelodeon Kids & Family GPS is an on-going, global research effort looking at the changing face and role of the family. Family fusion, cohesion and roles have changed rapidly in recent times: unlike previous generations, decision making within families on a wide range of issues is almost entirely collaborative. The generation gap is closed and for marketers, understanding the new family dynamics when it comes to decision making is the key to unlocking family budgets. The study presented in this paper examines the role of children in initiating the conversations with parents, before the shopping trips commence. Also studied are what parents think they know about what their kids are doing vs. what kids say they are doing, how technology is making families closer and how media is playing an especially important role in shared family time - particularly watching television and playing on games consoles together.
The global family today: Nickelodeon Kids and Family GPS
Christian Kurz, Carlos Garcia and Leo Weir, ESOMAR, CEE Research Forum, Krakow, March 2012
Nickelodeon Kids & Family GPS is an ongoing, global research effort with multiple local, regional and international research projects feeding into the global expertise on the changing face and role of the family.
Nickelodeon Kids & Family GPS is an ongoing, global research effort with multiple local, regional and international research projects feeding into the global expertise on the changing face and role of the family. Based on research in 20 countries, including Poland and Russia, using multiple methodologies, Nickelodeon Kids & Family GPS - The Global Family, explores the key themes of family fusion and cohesion, changing roles within the family, and family decision making. Findings include a reduction in household size, with children and parents having much closer relationships than were seen in the past; dads are more involved in parenting but kids still see mums as the closest, while grandparents are increasing their involvement with their grandchildren; and openness about family finances contributes to family fusion.
All humanity is one undivided and indivisible family (Mahatma Gandhi) - Emerging markets, emerging cultures, emerging families: a case study
Catriona Ferris and Barbie Clarke, ESOMAR, Congress, Amsterdam, September 2011
Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe.
Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially close to the area of the family market. The freedom to engage in messy play provides valuable opportunities for children to fully develop physical skills, and learn how to think creatively and solve problems. But how acceptable is this within different cultures, especially emerging markets? To find out, Unilever commissioned a new study into emerging markets. The purpose of the study was not only to identify differences in family life, but to analyse and highlight important cultural diversity that can add to brand understanding.
From "Mommy" to "Mom/me": New insights on moms
Betsy Frank, ARF Experiential Learning, Re:Think conference, 2010
This paper describes research by Time into mothers, with the aim of defining them, understanding the role of magazines in their lives and determining the best ways to engage them with communications.
This paper describes research by Time into mothers, with the aim of defining them, understanding the role of magazines in their lives and determining the best ways to engage them with communications. It finds that while the role of "Mom" is primary, it is not singular, and mothers seek to connect with their non-parental persona by carefully planning their "Me-Time". That said, they are always receptive to mother-relevant messaging. Mothers' favorite brands provide modern, relaxing, relatable content that does not necessarily reflect their traditional parental role. Marketers therefore need to connect to mothers' "Mom" and "non-Mom" sides; marketing programs should allow them to play out both roles; and the full scope of "Me-Time" should be reflected and celebrated.
Segments, Hugs and Rock ‘N’ Roll: An Attitudinal Segmentation of Parents and Young People
Janice Clark, Sara Jones, Eleni Romanou and Michelle Harrison, Market Research Society, Annual Conference, 2009
The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF).
The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF). The central question for the study was `Which factors and aspects of family dynamics influence parents’ and children’s attitudes, aspirations and outcomes?’; the main objective was to get away from demographics in identifying policy targets. The multidisciplinary project required client and agency people to work closely together. The research design was traditional, involving desk, qualitative and quantitative research stages; the latter required robust random sampling. The analysis process resulted in nine parent and seven child attitudinal segments. Two of the segments are described in detail. Actions taken to ensure that the segmentation was disseminated through DCSF, and a number of applications resulting, are discussed: These segmentations are now informing all communications and social marketing undertaken by the Department, and are becoming embedded in all its thought processes.
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