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The Next Normal: An unprecedented look at Millennials worldwide
Christian Kurz, Carlos Garcia and Jo McIlvenna, ESOMAR, Congress, Istanbul, September 2013
This paper presents the findings from research by Viacom International Media Networks, the television network, into the millennial generation in 32 countries worldwide.
This paper presents the findings from research by Viacom International Media Networks, the television network, into the millennial generation in 32 countries worldwide. The research sampled millennials from a wide range of countries and split them into three waves by age. The majority of research was conducted online except in Saudi Arabia and Morocco where face-to-face interviews were also used. This paper explains the findings, including millennials' hopes, fears, expectations and values. Viacom has used this information in all areas of the business, including content and platform development.
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.
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.
New faces, new roles, new ways, a new Latin America: The complex environment of a changing population
Luis Woldenberg Karakowsky and Delores Sánchez, ESOMAR, Latin America, Mexico City, May 2012
This paper tackles the transformation and configuration of various Latin American societies - Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Nicaragua and Peru.
This paper tackles the transformation and configuration of various Latin American societies - Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Nicaragua and Peru. Areas covered include consumption, the possibilities for economic development, the employment challenges faced by the young, the changes in families, senior citizens, communication and entertainment habits, as well as expenses and resources. Findings show that women and youth have seen especially marked changes from previous generations, there has been a loss in followers of the Catholic religion, obesity is on the rise and inequality between the poor and rich is extremely stark.
Insight into poverty: How to approach consumers in crisis
Katarzyna Gawlik and Beata Gers, ESOMAR, CEE Research Forum, Krakow, March 2012
This article examines a research project conducted by TNS Poland on behalf of BAT Poland in summer 2011.
This article examines a research project conducted by TNS Poland on behalf of BAT Poland in summer 2011. The project's goal was to provide information regarding the group of poorest tobacco-smoking Poles. Wide-scale exploratory research was carried out for this goal, covering not only smokers but, more generally, developments related to poverty in Poland. The research delivered insights enabling better understanding of the situation of consumers finding themselves in that specific condition defined as poverty. The strategies and drivers identified as those that poor consumers are guided by are not reserved exclusively for the narrow margin of those in the lowest income bracket. Cheaper brands are no longer perceived as lower-quality, but instead real value-for-money of equal quality of more expensive brands. This is highlighted specifically for the tobacco industry.
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.
Break through the one-way mirror! Run your concept labs by advertising on Facebook and Google
Dirk Lorré and Benoit Gaillard , ESOMAR, Qualitative, Vienna, November 2011
This paper explores a new way to co-create concepts with consumers, making use of search advertising such as Google adwords.
This paper explores a new way to co-create concepts with consumers, making use of search advertising such as Google adwords. Using an example from the financial services sector, it describes how a variety of different "connectors" (ways to introduce a product or service to consumers) were embedded in search advertising. For example, one search ad featured the copy "What's your number?", referring to the amount people thought they would need to retire comfortably. Consumers' interest in the competing executions was measured by monitoring clickthrough rates. By making specific landing pages, the paper argues that it is possible to involve people in a co-creation process to develop the connectors further.
The Financial Intelligence FQ-game - A multi-cultural study into financial literacy and its relationship with emotional wellbeing
Chris Kersbergen and Jan Kienhuis, ESOMAR, Congress, Amsterdam, September 2011
The Financial Intelligence "FQ" test conducted by ING (and Epiphany) measures the financial literacy of consumers and how this influences their attitude, behaviour and emotional wellbeing.
The Financial Intelligence "FQ" test conducted by ING (and Epiphany) measures the financial literacy of consumers and how this influences their attitude, behaviour and emotional wellbeing. This paper is built on the insight that, when it comes to their financial management, people live between the emotions of "hope" and "fear". In response, ING has made it their mission to help people overcome these negative feelings of fear. The basic thought is the hypothesis that if a financial services company empowers and educates its customers they feel in control and make better decisions for themselves.
Financial Markets and Marketing: The Tradeoff between R&D and Advertising during an Economic Downturn
Surinder Tikoo and Ahmed Ebrahim, Journal of Advertising Research, Vol. 50, No. 1, 2010, pp. 50-56
This article examines the association between stock returns and earnings changes of firms that have made different tradeoffs with respect to R&D and advertising spending during an economic downturn.
This article examines the association between stock returns and earnings changes of firms that have made different tradeoffs with respect to R&D and advertising spending during an economic downturn. During the 2000–2002 bear market that was associated with a downturn in the U.S. economy, we find the coefficient that relates stock returns and earnings changes to be significantly greater for firms that increased their advertising expenditures and decreased their R&D expenditures than for firms that increased their R&D expenditures and decreased their advertising expenditures. Our results suggest that investors perceive that an increased emphasis on advertising can enable firms to stem earnings erosion that can potentially occur during an economic downturn.
The banking shopper - using principles and techniques of shopper research in a banking context
Aruni Ghosh and Tahir Khalil, ESOMAR, Retail and Shopper, London, March 2009
Shopper research is a buzzword today. There are equally compelling reasons to study the behaviour of customers of financial products when they are inside the premises of the service provider.
Shopper research is a buzzword today. There are equally compelling reasons to study the behaviour of customers of financial products when they are inside the premises of the service provider. Estimates suggest that at any point of time at least a third of the customers of any bank are likely to be considering a banking product. And a majority of them visit the bank branch at least once a month. This means a sizeable market can be targeted, and an opportunity to cross sell own products can be created. In this paper, the authors studied the behaviour of customers inside the bank branch and applying traditional shopper research techniques and tools including: path analysis; facilities placements; in-premises communication effectiveness; and branch layouts
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