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How the larger corporations engage with stakeholders through Twitter
Lilia Ivana Mamic and Isidoro Arroyo Almaraz, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 851-872
The digital era has revolutionised the traditional communication assumptions that we learned during past decades.
The digital era has revolutionised the traditional communication assumptions that we learned during past decades. Social media constitute the new communication challenge. Twitter has recently passed 517 million users. This study examines how some of the largest companies are making use of this popular microblogging site to engage with their stakeholders. Using content analysis, we coded 5,352 tweets. We analysed the tweet frequency, the followers and followings, friending behaviour, the retweets and public messages, and the use that companies are making of different communication tools provided by Twitter to augment the information shared on their tweets. The study found that corporations are not effectively employing the full interactivity potential this site offers to build mutually beneficial relationships with stakeholders. These findings call attention to some key interactivity features that organisations are failing to utilise.
Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare
Anita Black and Neil Rothstein, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company. The company is set on empowering individuals to make better health decisions and building a DNA database to accelerate scientific discoveries and improve global health. However most people are still unaware of the service and DNA testing is rich in misperceptions and concerns. The research created intimacy in order to understand why existing customers had used the company's service and how it had impacted on them. This research led to the creation of an advertising campaign which focussed on giving consumers simple information about DNA testing in general and 23andMe's service, and sought to normalise DNA testing.
Lessons from Don Quixote: The Sancho Panza way to excellence in cross-cultural qualitative research settings
Nina Müller, Dörte Töllner and Andrew Vincent, ESOMAR, Qualitative, Valencia, November 2013
This paper draws on lessons from novel Don Quixote in order to propose a collaborative qualitative research model and challenge the assumption that the same approach everywhere will yield the same level of insight.
This paper draws on lessons from novel Don Quixote in order to propose a collaborative qualitative research model and challenge the assumption that the same approach everywhere will yield the same level of insight. It is argued that researchers should learn the lessons of character Don Quixote who to his detriment exported his own point of view (an outside-in approach). Instead, researchers should adopt the more pragmatic and clear-sighted approach of Sancho Panza to achieve far greater insight when working across borders.
What do you do when your world is turned upside down?: Case of applied cultural anthropology to a business problem
Catharine Bauer and Johanna Faigelman, ESOMAR, Qualitative, Valencia, November 2013
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns.
This paper describes research undertaken in order to advise a pharmaceutical client on re-entering the market after the withdrawal of a previous medication due to safety concerns. The research study uncovered strategic and deeply motivating consumer and physician insights to position the company's new products in order to be successful. As a result of the research the brand and marketing teams had a clear direction as to the strategies that were needed to be in place pre-launch for success. These guided the development of the product label, communication platform messages and tonality, and the brand positioning.
The power of the dark side: Motivation, positioning and the seven deadly sins
Shobha Prasad, ESOMAR, Qualitative, Valencia, November 2013
The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions.
The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The authors use the gramework of the "Seven Deadly Sins" to identify the primeval forces that are powerful enough to drive behaviour. Through this research, they analyse the drivers that influence which categories and brands appeal to young professionals in India and suggest the model as a tool to understand motivation and brand positioning.
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.
Less Facts, More Fiction: Expanding Research's Mind: Moving away from method, to a much wider definition of strategy as execution
James Ebdon, Elizabeth Lonergan and Leanne Tomasevic, ESOMAR, Congress, Istanbul, September 2013
This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights.
This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights. 'The messy mind agenda' articulates a four part shift in market research. A complex and unpredictable environment will require experimentation and learning over time. Researchers will need to 'critique and curate' information in order to identify what is important and useful to brands. Research should open up and have 'creative conversations' with brands and consumers in uncontrolled environments to generate new ideas and insights. In order to make brands distinct, they should focus on culture rather than consumers, developing a brand identity within that culture, and changing alongside it.
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.
Collaboration with co-researchers in communities
Anouk Willems and Tom De Ruyck, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 587-589
These conference notes are drawn from the Association for Survey Computing conference held in London in April 2013.
These conference notes are drawn from the Association for Survey Computing conference held in London in April 2013. They consider the challenge of the gap between what a consumer shares and how a researcher understands it and provides recommendations for ways in which consumers can collaborate and become "co-researchers".
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.
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