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Conceptualising and evaluating experiences with brands on Facebook
Steve Smith, International Journal of Market Research, Vol. 55, No. 3, 2013, pp. 357-374
Despite the growth in the number of brands with a presence on social media such as Facebook and YouTube, questions remain about how to conceptualise and measure people’s experiences with brands’ content on social media, and how to measure the value of people’s behaviour around such content to brands.
Despite the growth in the number of brands with a presence on social media such as Facebook and YouTube, questions remain about how to conceptualise and measure people’s experiences with brands’ content on social media, and how to measure the value of people’s behaviour around such content to brands. By interrogating quantitative data garnered from 6,400 respondents we sent to Facebook pages belonging to 27 brands across six brand categories during June 2011, this paper presents an overview of how we designed two sets of metrics, and some of the findings from these metrics: (1) a series of ‘value of experience’ metrics based on the likelihood of people who claim to have had positive experiences with a brand’s content on Facebook to say they are likely to do different social media, purchase funnel and brand advocacy actions for that same brand; and (2) a series of ‘value of a fan’ metrics that measure the likelihood of people who say they are likely to do different social media actions on a brand’s page (such as post positive comments or share content) to say they are also likely to do different purchase funnel and advocacy actions for that brand.
Researching implicit memory: Deep dive through trance
Lisa Morgan, Admap, May 2013, pp. 36-37
This article describes how brands can use hypnosis or trance techniques to better understand consumers' thought-processes and unconscious purchase choices.
This article describes how brands can use hypnosis or trance techniques to better understand consumers' thought-processes and unconscious purchase choices. A dual-method research project that involved trance and standard qualitative interviewing revealed the sub-conscious influences on supermarket shopping. For example, in-store discount messaging resonated with consumers, as did additional sensory factors such as smell, taste and touch. The research also showed the significance of strong first impressions that can lure customers away from familiar brands in favour of new ones. By contrast, brand advertising messages rarely feature in trance interviews; possible reasons for this are discussed.
Researching implicit memory: The quest for research precision
Ali Perry and Phil Sutcliffe, Admap, May 2013, pp. 28-30
This paper argues that without a clear understanding of individual decision-making and with too much of a focus on the collective behaviour of demographic groups, much research will simply lead marketers astray.
This paper argues that without a clear understanding of individual decision-making and with too much of a focus on the collective behaviour of demographic groups, much research will simply lead marketers astray. Instead, companies can gain direct, practical plans to drive growth by embracing precision research that recognises the difference between stated intent and actual behaviour. Part of this process involves a restructuring of research approaches around the way the human brain actually works and the crucial distinction between the unconscious decision-making part of the brain and the rational survey-completing part. The paper advises market researchers to avoid inviting respondents to explain subconscious actions rationally. Instead, they should use far shorter surveys that focus on questions that are relevant to the way individuals make decisions and that don't actually encourage vague or inaccurate answers.
How to justify 'premium' for the emerging affluent Chinese consumers?
Sirius Wang and Troy Hakansson, Millward Brown Asia, Point of View, April 2013
This article examines the rise of the affluent class in China - the top third of the population by income - and how marketers can engage with them.
This article examines the rise of the affluent class in China - the top third of the population by income - and how marketers can engage with them. It examines whether brands can provide unique functional and emotional values to meet more than just the basic functional demands of consumers to effectively balance "high premium" and "high attractiveness" and become a "justified premium brand". Only 7% of the 600 brands in Millward Brown’s 2011 and 2012 BrandZ Chinese database earn this label, with loyalty driven by their dynamism and salience. These brands are influential in their innovation and media communication, and seen as being creative, in control, assertive and trustworthy. To achieve this status, a brand should grasp relevant market opportunities and position itself accurately, avoiding a positioning that is too extreme while maintaining uniqueness. Examples of brands that have achieved this are Septwolves, a men's apparel brand, and Blue Moon, a laundry care brand.
Mobile shoppers: More discerning and brand-conscious
Polly Christie, Research on Warc, Global TGI, Dispatches, April 2013
This article looks at how the global boom in smartphone ownership is changing the retail landscape and the way consumers shop.
This article looks at how the global boom in smartphone ownership is changing the retail landscape and the way consumers shop. Insights reveal that men are more likely than women to shop via their mobiles and that mobile shoppers can be far more discriminating than the average shopper when it comes to factors such as quality and brand name. They are also more likely to make impulse purchases, are more likely to be frequent credit card users and more likely to participate in a wide range of leisure activities. In order to stand out, retailers must not only utilise the new innovations that have allowed consumers to look up reviews and make price comparisons in real-time, but also understand how consumers engage with them to create highly customer-centric shopping experiences.
The impact of source effects and message valence on word of mouth retransmission
Jeffrey P. Radighieri and Mark Mulder, International Journal of Market Research, Digital First, April 2013
The impact of word of mouth (WOM) on consumer actions is more pronounced now than ever due to technology.
The impact of word of mouth (WOM) on consumer actions is more pronounced now than ever due to technology. Modern advancements have made engaging in WOM and contributing to viral marketing very commonplace. This notion can be troubling for firms, as consumers can say anything about any firm with virtually no chance of repercussions. Therefore, it is important to study the flow of WOM to help firms design strategies to influence its transmission. This study compares the impact of WOM sender expertise and valence of the WOM message on consumer likelihood to contribute to viral marketing by retransmitting messages to others. Results of our study find that messages from experts and non-experts are equally influential when the valence is positive (PWOM), but messages from experts are more influential than those from non-experts when the valence is negative (NWOM). Explanations for this result are given, as are contributions to both theory and practice.
How brands drive value growth
Nigel Hollis and Gordon Pincott, Research on Warc, Millward Brown, March 2013
This article describes a framework called ValueDrivers, which is intended to help businesses understand how to grow the value of their brands.
This article describes a framework called ValueDrivers, which is intended to help businesses understand how to grow the value of their brands. It proposes that brands maximise their potential for growth by delivering a brand experience that is meaningfully different from others, by determining its purpose. Then brands must amplify that differentiation through findability, credibility, vitality, affordability and extendibility.
Does a gamified approach provide greater insight?
Steve Becker, Dan Goldstein and Terry Sweeney , ARF Key Issue Forum, Re:Think conference, 2013
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach.
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach. The research found that moving from a traditional survey to a Flash-enhanced survey reduces respondent fatigue and increases quality of response. Equally, when you move from the Flash survey to a gamified one, responses increase even further. The gamified element allowed the researchers to learn more about how respondents felt about particular brands. The research concludes that when the differences between brands are nuanced a gamified environment can highlight feelings and indicate brand differentiation.
The G-Local Shopper: Different markets, common needs
Danielle Pinnington, ESOMAR, CEE Research Forum, Prague, March 2013
General learnings from the world of shopper behaviour are shared in this presentation which examines the commonality that exists between markets in terms of shopper needs.
General learnings from the world of shopper behaviour are shared in this presentation which examines the commonality that exists between markets in terms of shopper needs. At a CEE level the unbranded learnings are referenced that demonstrate how shoppers' generic perceptions and needs are surprisingly similar - although activation in-store needs to reflect different contexts. The markets may be different, but there is often a common shopper language, common issues, and common shopper needs.
Brand power, premium and potential: How and why it is different and the same in CEE
Peter Walshe, ESOMAR, CEE Research Forum, Prague, March 2013
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts the CEE and the rest of the world.
A new year and new methodologies. The latest research results are brought to life in an interactive presentation that contrasts the CEE and the rest of the world. This presentation includes a case study which illustrates how the strength of the Sazka brand (the market leader lottery games provider) and a high share of loyal customers helped the company survive a turbulent period and lot of negative PR. The presentation also demonstrates how, thanks to wise marketing support, Sazka regained the position of an Olympic brand as well as the unrivalled position of market leader.
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