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Brief encounters: How qualitative research is able to meet the need for efficiency paradigm
Michael Dorsch, Fernando Akira Yagi, Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how qualitative research is able to meet the need for an efficiency paradigm without losing its identity, by focussing on qualitative core techniques.
This paper explains how qualitative research is able to meet the need for an efficiency paradigm without losing its identity, by focussing on qualitative core techniques. "Faster, cheaper, smarter" are the requirements of current market research, and are rooted in client demands as well as respondent capacities. Brief Encounters is a hybrid approach which challenges researcher's methodological and analytical skills as well as client handling, and strengthens the position of researchers. Examples of this research method in practice are described.
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.
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.
Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending
Tom Ewing, Joost Vastenavondt, Koen de Vos and Orlando Wood, ESOMAR, Congress, Istanbul, September 2013
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour.
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour. Despite the vast amount of data generated regarding consumer behaviour when purchasing online, the picture is incomplete. This paper identifies two gaps - intention and emotional response - and describes research methods that aim to fill these gaps. The research helped MasterCard to develop the positioning for their online payment services, taking into account how consumers feel and how they buy.
Emotion and inspiration at the Van Gogh Museum: How emotion-based visitor research can create engaging brand experiences
Laurine van de Wiel and Saskia Brocx, ESOMAR, Congress, Istanbul, September 2013
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience.
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience. Museums are under pressure to be financially self supporting and to cater for a range of international tourists, with audience research being used to understand how to achieve this. Research around museums has traditionally ignored the role of emotion in visitor satisfaction: this study sought to fill this gap. The research approach and its application to strategic decision making are explained. The museum used a customer profile 'the easy going connector' to develop a more sociable, carefree and inspiring positioning.
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.
How Does Your Cappuccino Feel?: Using synaesthesia to create a visually interactive experience of flavour
John Pawle and Dominique Delfaud, ESOMAR, Best Case History Award, Congress, Istanbul, September 2013
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands.
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands. Mane has developed an innovative diagnostic approach to flavour testing, by measuring emotional responses using the principles of Synaesthesia (a neuro-psychological mechanism). This technique has now been used for taste testing in a number of different product categories in Russia, the UK, France and Germany. This paper focuses on the latest test completed on instant flavoured cappuccino in the UK, which allowed the company to create 'flavour profiles' of emotions associated with specific flavours. These profiles will be used in brand positioning.
Do Emotions in Advertising Drive Sales?: Use of facial coding to understand the relation between emotional ads and sales effectiveness
Daniel McDuff, Rana El Kaliouby, Evan Kodra and Laurent Larguinet, ESOMAR, Congress, Istanbul, September 2013
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales.
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales. Research was conducted to quantitatively measure tacit emotional response to ads through facial recognition, with this information then matched to sales data. Data was collected for over 140 ads in four countries and used to identify the emotional trajectories that are most predictive of sales. It was found that amusement was the strongest predictor of sales. The findings of the research are explained and the ways in which the methods used could be applied to other areas of market research discussed.
Social media and consumer choice
Fred Bronner and Robert de Hoog, International Journal of Market Research, Digital First, September 2013
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision.
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision. The research focuses upon the relation between the information people search regarding aspects or properties of choice options and the types of social media used for finding it. The social media classification framework used is based on two dimensions: first, domain-specific social media versus domain-independent social media; second, large opportunities for self-disclosure versus limited or no opportunities for self-disclosure. Based on this framework, predictions are made about the relation between social media used and information sought. It was found that domain-specific social media with limited opportunities for self-disclosure, like Tripadvisor, are more frequently used for search-determined sub-decisions than for experience-determined sub-decisions. For domain-independent social media with large opportunities for self-disclosure, like Twitter and Facebook, it was found that they are used with equal frequency for both types of sub-decision. These findings are relevant for multichannel management in marketing. As regards the valence of the information obtained from different social media, we found a preponderant use of positive/mixed messages and comments, and almost no use of negative information. A practical implication of this finding is that ‘webcare’ should be focused less on complaints and more on leveraging positive aspects that are reported in social media for choices that have comparable characteristics, such as vacations. If a relatively large number of aspects play a role in a product choice process, tracking and use of positive information should be emphasised, while negative experiences should be more important for products characterised by a very limited number of relevant product choice aspects.
Perceived 'Hispanicness' versus 'Americanness': A study of brand ethnicity with Hispanic consumers
Cong Li, Sunny Tsai and Gonzalo Soruco, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 443-465
This article discusses how consumers differentiate competing brands of similar utilitarian values on the basis of a brand’s cultural association, namely brand ethnicity, and examines how the perceived brand ethnicity influences consumers’ brand preference and choice.
This article discusses how consumers differentiate competing brands of similar utilitarian values on the basis of a brand’s cultural association, namely brand ethnicity, and examines how the perceived brand ethnicity influences consumers’ brand preference and choice. Study findings, based on both qualitative and quantitative research with self-identified Hispanic consumers, indicate that Hispanic consumers associate certain brands with Hispanic culture and other brands with American culture. In a hypothetical purchasing scenario, the perceived brand ethnicity affects consumers’ brand preference significantly in accordance with their cultural orientation. However, in a real consumer behaviour setting, external factors such as brand accessibility attenuate the effects of brand ethnicity.
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