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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.
Think Big and Connect to the Max: How PepsiCo (re)connected the Ruffles brand with Generation Y
Tom De Ruyck, Joeri Van den Bergh, Erkan Balkan, Anouk Willems and Annelies Verhaeghe, ESOMAR, Congress, Istanbul, September 2013
This paper describes a market research online community (MROC) project undertaken in Turkey by Ruffles, the potato chip brand owned by PepsiCo, in order to develop a campaign that targeted generation Y.
This paper describes a market research online community (MROC) project undertaken in Turkey by Ruffles, the potato chip brand owned by PepsiCo, in order to develop a campaign that targeted generation Y. The six week long MROC provided a hub for dialogue between a sample of generation Y consumers, the Ruffles brand team and the advertising agency. This approach allowed the brand to generate insights for product development and campaigns, and then pre-test activation platforms and campaign ideas. The project demonstrated the value of qualitative research in generating insights and ideas.
How Research can Help Build a Successful CSR Campaign
Dominika Maison and Jarosław Herrmann, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the role of research in generating insights that can be used to develop corporate social responsibility (CSR) campaigns, using the example of a campaign by Žywiec Group, the Heineken-owned Polish beer brewers.
This paper discusses the role of research in generating insights that can be used to develop corporate social responsibility (CSR) campaigns, using the example of a campaign by Žywiec Group, the Heineken-owned Polish beer brewers. This CSR campaign targeted young people (aged under 16) to discourage them from drinking alcohol. A drama workshop format was selected to engage with issues around alcohol. The paper explains the research approaches taken before and during the campaign to understand what type of campaign would be effective with this age group.
Communicating on Early Childhood Development: When market research becomes an agent of change
Christian Bourque and François Lagarde, ESOMAR, Congress, Istanbul, September 2013
This paper explains how market research informed a campaign by La Fondation André et Lucie Chagnon, a non-profit organisation focusing on childhood development in Quebec, Canada, to encourage parents to do more to help their children's development.
This paper explains how market research informed a campaign by La Fondation André et Lucie Chagnon, a non-profit organisation focusing on childhood development in Quebec, Canada, to encourage parents to do more to help their children's development. Market research was utilised by the organisation as they were addressing a sensitive subject and needed to ensure they did not alienate the target group. A range of approaches allowed researchers to understand parents' beliefs and behaviours and develop a campaign to raise awareness of the importance of children's development and how to maximise it.
Shop While You Talk: Determinants of Purchase Intentions Through A Mobile Device
Archana Kumar and Avinandan Mukherjee, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
As mobile devices become ubiquitous in consumers' lives they are starting to play a major role in consumers' shopping experiences.
As mobile devices become ubiquitous in consumers' lives they are starting to play a major role in consumers' shopping experiences. However, the relatively slow off-take in mobile purchasing has perplexed researchers. Research in marketing and retailing has predominantly focused on consumer characteristics to predict mobile shopping without considering the interdependencies between user personality, perceptions and attitudes toward technology in general and mobile shopping in particular. This study adopts an integrative approach by combining TAM and TRI to predict attitudes toward mobile shopping and purchase behavior through mobile devices. The authors argue that user personality traits toward technology influence user perception toward mobile shopping, which in turn impact user attitudes toward mobile shopping leading to purchase behavior. The study not only demonstrates support for this three-stage process, but also identifies key personality and perception variables that marketers could use to segment and target consumers that have a greater proclivity toward mobile shopping.
Understanding the Orientation of Gen Y Toward Mobile Applications and In-app Advertising in India
Varsha Jain, Ketaki Bhave and Subhadip Roy, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012.
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012. Smartphones are being used extensively in India by Generation Y individuals (those born between 1980-2000). The rise in smartphone usage is attributed to usage of mobile applications. The marketers are trying to cash in on this trend by approaching consumers through phone media. Since a majority of the heavy users belong to Gen Y, it is important to study how they interact with brands through mobile applications. This study attempts to comprehend Gen Y's attitude toward in-app advertising and branded applications. The authors adopt a qualitative approach to understand the consumer insights. Focus group discussions and in-depth interviews have been used to comprehend perception, liking and preference toward mobile applications and in-app advertising of Gen Y. The major determinants that formulated the attitude of consumers pertaining to in-app advertising were found to be: involvement with the app, hindrance caused by the ad, screen size, contextualization, personalization, relevance, credibility, permission, control and incentives. The study provides relevant insights for practitioners and also provides a scope for further research in the area.
You've Got Mobile Ads! Young Consumers' Responses to Mobile Ads with Different Types of Interactivity
Jay (Hyunjae) Yu, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity.
This exploratory study investigates young consumers' responses to mobile ads that use different types of interactivity: consumer-message interactivity, consumer-marketer interactivity, and consumer-consumer interactivity. The results indicate that young consumers have significantly different attitudes (positive or negative) toward mobile ads with different levels of interactivity. In other words, companies should reconsider their optimistic view that consumers will welcome all types of mobile ads. The responses from some participants even indicate that they not only dislike mobile ads, but also sometimes dislike the brand of the mobile ad.
Making your brand Pinteresting to youth: Examining youth usage and adoption rates of Pinterest
Caitlin Krulikowski, Jennifer Romano Bergstrom and Megan Fischer, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper explores the potential for brands to engage with young American adults on the social networking site, Pinterest.
This paper explores the potential for brands to engage with young American adults on the social networking site, Pinterest. It examines usage by gender, age and geography, and looks at usage behaviour and motivations. It explore the types of brands that can benefit most from engagement on Pinterest, with reference made to Whole Foods, the health food retailer, and Chobani, the Greek yoghurt.
Youth Mobile World! A multi-country comparative case study of mobile use among young people
Anastasia Mirzoyants and Aneta Guenova, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media.
This paper describes results of a mixed-method study among youth in seven media markets that aimed to understand young people's use of mobile media. The methodology was replicated with little to no adaptation across selected countries. The study employed a suite of research methods from a large-scale national survey to expert interviews, focus groups and ethnographic observations. Results indicated that, while the new media did not turn youth into political activists overnight, they did make them more responsive to the world around them and, in times of crisis, more politically or socially active. The authors argue that the study served as a useful background for "situating" findings from follow up digital research in selected countries.
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