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InterContinental Hotels: Combating the ‘culture of beige’
MRS Awards, Finalist, MRS Awards, December 2013
This article describes how InterContinental Hotels used semiotic and ethnographic research to develop insights about room design.
This article describes how InterContinental Hotels used semiotic and ethnographic research to develop insights about room design. The research helped the company to understand guest priorities in marketing communications, such as cleanliness, and how the rooms were being used. It was found that rooms were in some ways inadequate for guests' needs, leading to the development of a more flexible room design.
Royal Mail: When touch makes a difference
Simon Shaw and Matt Bright, MRS Awards, Finalist, MRS Awards, December 2013
This report describes research conducted by Royal Mail, the UK postal delivery service, to understand what variables increase the effectiveness of direct mail.
This report describes research conducted by Royal Mail, the UK postal delivery service, to understand what variables increase the effectiveness of direct mail. Five fake brands were created, and five direct mailings created for each, with progressively more physical features. Three methodologies were used to test the effect of the mailings: in-home qualitative observation, biometric and neuroscience measurements, and self-completion questionnaires. It was found that more physical features such as foiling, die-cutting, embossing and similar held consumer attention for longer and made it easier to understand. It was also found that pre-existing interest in the category was important. The research was used to create a new planning model for Royal Mail advertising services.
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.
Old Meets New: Word association, implicit tests, emotions and eye tracking in the global market
Alejandro Salgado-Montejo, Carlos Velasco, Sebastián Olier, Milena Sabogal and Charles Spence, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services.
This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services. Focusing on packaging, three case studies are used to demonstrate how traditional and new techniques can be integrated to generate actionable insights. Participants from different regions are compared, using word association tests, sound symbolism scales, facial expression and emotion questionnaires, as well as eye tracking. The implications of employing these methodologies for exporting products and entering new markets is also discussed.
Packaging and in-market impact: Uncovering the drivers of success
Scott Young, Research on Warc, Perception Research Services International, January 2013
This article looks at the key factors impacting the in-market performance of new packaging for products.
This article looks at the key factors impacting the in-market performance of new packaging for products. Three dynamics in conjunction with a new packaging system can dramatically impact shopper behaviour beyond that predicted by pre-testing: "soft" rollouts (where new and old packaging design occupy the same shelf), in-store support, and changes in pricing and/or quantity. These issues lead to several principles for optimising the rollout of new packaging systems, which will also lead to more accurate predictions from pre-testing research, as well as stronger in-market measurement.
Research in a world without questions
Tom Ewing, Bob Pankauskas, Robin Brown and Joseph Chen, ESOMAR, Congress, Atlanta, September 2012
This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do.
This paper argues that not only is it possible to conduct market research without asking questions but it's also the best way to understand what people do. It covers behavioural economics, observational and ethnographic research, social media research and innovative qualitative techniques in order to show the possibilities of research without questions. It also provides a unifying framework for considering behaviour and decision making, a series of studies conducted across these areas by BrainJuicer and a selection of cases from Allstate Insurance that work with these techniques.
Designing the club of tomorrow: Consumer understanding guiding creativity towards success
Tom De Ruyck, Henk Eising, Thomas Troch, Filip De Boeck and Caroline Van Hoff, ESOMAR, Congress, Atlanta, September 2012
This paper outlines Heineken's development of a pop-up nightclub that was co-created with emerging designers from those of the same age group as the current generation of clubbers.
This paper outlines Heineken's development of a pop-up nightclub that was co-created with emerging designers from those of the same age group as the current generation of clubbers. Its "Open Design Explorations Edition 1: The Club" design project crowdsourced young designers from New York, Tokyo, Milan and Sao Paulo by inviting them to submit their portfolio via Heineken's Facebook page. Live portfolio presentation events in these cities resulted in the selection of 19 emerging product, graphic, fashion, interior and motion designers, who were coached by Heineken's senior design team and a selection of famous designers. The paper also outlines the final design of the nightclub as well as the implications of the project for market research and the impact on the brand.
Purchase prediction and brand loyalty: Studying hedonic forecasting and reward to establish approach behaviors
Alejandro Salgado, Maria Jose Calvo, Maria Fernanda Gomez and Carlos Velasco, ESOMAR, Latin America, Mexico City, May 2012
Traditionally product assessment before and after its launch has relied primarily on verbalisations and surveys; these methods offer great insight regarding consumer's opinion and cultural perception.
Traditionally product assessment before and after its launch has relied primarily on verbalisations and surveys; these methods offer great insight regarding consumer's opinion and cultural perception. Recent research in neuroscience contributes to this perspective, adding new tools to analyse how pleasure mechanisms predict and generate expectations. It also facilitates the understanding of how reward is involved in purchase behaviour and brand loyalty and can be used to evaluate product competitiveness even before its launch.
The creative thinking involved in designing surveys
Jon Puleston, Warc Exclusive, Online Research: Now and Next, February 2012
This presentation, from Warc's Online Research: Now and Next 2012 conference, argues that researchers should become much more creative in the way they design surveys.
This presentation, from Warc's Online Research: Now and Next 2012 conference, argues that researchers should become much more creative in the way they design surveys. Puleston advocates a more playful approach in survey questions; the aim should be to entertain the audience.
Getting into the Real World of the Shopper: Using Eye Tracking in a Multi Modal Research Approach
Wim Hamaekers and Ludovic Depoortere, ESOMAR, Insights, Brussels, February 2011
Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management.
Rogil's innovative Sens-Pack model combines eye tracking with verbal quantitative and qualitative research techniques which enables the prediction of the success of your packaging or category management. In this presentation we will prove that the added value of this multi-mode research approach goes beyond conventional research techniques.
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