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Stop the Music! How Advertising Can Help Stop College Students from Downloading Music Illegally
Brian Sheehan, James Tsao and James Pokrywczynski, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 309-321
Digital-music piracy takes a heavy toll on the music industry and the US economy. Losses are measured in the tens of billions of dollars.
Digital-music piracy takes a heavy toll on the music industry and the US economy. Losses are measured in the tens of billions of dollars. College students especially are problematic, downloading more than 1 billion illegal songs per year. This paper reports on a four-phase research project. Phases I and II mapped specific motivations for the behavior and attendant reinforcements and costs. Phase III tested a variety of advertising concept statements intended to reverse the behavior. Phase IV was an in-market survey of advertising campaigns across two college campuses. Two campaigns were significantly effective in reversing music piracy among college students.
The history of men's underwear: How the simple things react to science and society
Dave McCaughan, ESOMAR, Congress, Atlanta, September 2012
This paper from Dave McCaughan, of McCann in Japan, uses the history of men's underwear to make a wider point about market research generally.
This paper from Dave McCaughan, of McCann in Japan, uses the history of men's underwear to make a wider point about market research generally. He argues that marketers and researchers are good at asking a lot of questions about current activities but are poor at considering that the reasons products are segmented, marketed and purchased have more to do with technology and social history. Categories don't exist on their own and he suggests the industry might want to spend more time thinking about their histories and their evolution in popular culture.
Brazil's middle class? Your table is ready: Opportunities and challenges facing the food service industry in Brazil
Gabriel Aleixo and Renata Ribeiro, ESOMAR, Latin America, Mexico City, May 2012
Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class.
Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class. As a result, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic project using online research communities to better understand the Brazilian middle-class market. The findings identified two key pillars that drive the conscious decisions consumers make when selecting a place to eat - the environment and the food. It also illustrated that, to the Brazilian middle class, eating out is not just a practical need - it is charged with emotional associations related to the transformation of living standards. Understanding these emotional cues are key to reaching this growing market.
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.
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.
Bringing mobile to 'real' research
Masao Kakihara, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper discusses a global study on consumer smartphone usage across 30 countries, including the Asia Pacific region, conducted by Google and Ipsos.
This paper discusses a global study on consumer smartphone usage across 30 countries, including the Asia Pacific region, conducted by Google and Ipsos. It reports on smartphone penetration and the number and length of daily online sessions and typical activities, with additional data focusing on Japan.
Global Asian youth culture - Connected from Delhi to Shanghai to LA
Robin Brown and Joseph Chen, ESOMAR, Asia Pacific, Shanghai, April 2012
East and South Asian diasporas are rapidly growing in both North America and globally. They are also strongly connected to rapidly growing Asian markets that themselves are increasing in influence globally.
East and South Asian diasporas are rapidly growing in both North America and globally. They are also strongly connected to rapidly growing Asian markets that themselves are increasing in influence globally. A demographic characteristic of these diasporas is their youth. This paper addresses the implications of this phenomenon for any Asian, global or North American business. It looks specifically at the potential impact for Unilever's personal care business and how Unilever's business can maximize the opportunities it represents.
Rich New World: Re-connecting with rural India
Rajaram Senapaty, Sandeep Dutta and Kashmira Chadha, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper demonstrates how a cultural model was constructed and applied to gain a textured understanding of the new age Indian rural consumers (including the "rural rich") whose lives are significantly different from traditional (poor) rural consumers.
This paper demonstrates how a cultural model was constructed and applied to gain a textured understanding of the new age Indian rural consumers (including the "rural rich") whose lives are significantly different from traditional (poor) rural consumers. At the core of this model is Participatory Rural Appraisal (PRA), a popular social research method that was successfully adapted to understand the affluent rural consumers. This was flanked by ethnography, material anthropology and trend spotting each complementing the other to generate actionable insights.
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 emerging middle class in Russia: Metamorphose of brand perception
Marina Simakova and Yannis Kavounis, ESOMAR, CEE Research Forum, Krakow, March 2012
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country.
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country. The findings presented are based on the results of qualitative research undertaken in the alcoholic spirit drinks market, using focus groups, in-home interviews and self-ethnographic tasks. The middle class consumer is between 20 and 35 years, educated and have not known a time out of work. Their characteristics include individualism, realistic optimism, a desire for more, true consumerism and the need to balance both "personal" and "social" worlds. Brands are now fully engaged in the middle class and attitudes to brands are balanced between opposing views in Russia. The paper also focuses on the perceived benefits of alcohol to the middle class, which has taken on emotional as well as functional attributes.
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