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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.
Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
Breaking news from the BBC: Truly global editorial insight that revolutionises
Anne Barnsdale and Lisa Bachmann, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world.
This paper describes a research project by the BBC World Service which involved developing a digital ethnographic network in order to observe 'real' news consuming behaviour around the world. The project brings together a multidisciplinary team to understand how technological conditions and political conditions and power structures are shaping behaviour. The team also observes social sharing, attempting to understand what shapes and drives this. Data is gathered through a digital media diary that asks participants to explain their actions as they take them. This method also allows the research team to pose direct questions to participants. In the 12 months it has been running, the project has informed digital innovation and challenged editorial leaders to review their output on news stories as they happen, working across language, theme and organisational boundaries.
How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. By conducting a netnography-based content analysis of all contest output, an understanding of consumers' needs and preferences underlying the submitted ideas was gained. In addition netnographic validation in independent online communities provided insights into the ideas' relevance for the general market as well as hints for further improvement.
Can advertising influence the results of hedonic tests for food products?
Christian Dianoux, Dan Petrovici and Anne-Laure Minondo, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 617-632
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand.
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand. Four experimental designs indicate different preference rankings, which have distinctive managerial implications. In particular, this study points out the need to integrate advertising into hedonic tests at a very early stage of new product development process. Limitations and future research avenues are finally discussed.
Research Fusion: Merging public health, consumer and healthcare market research to inform health initiatives in developing countries
Melissa Moodley, Colin Baker, Greg Zwisler and Evan Simpson, ESOMAR, Congress, Istanbul, September 2013
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign.
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign. The research examined issues around low cost healthcare solutions that could prevent deaths in poor countries to better understand why those solutions were under-utilised. The findings demonstrate the value of including market research techniques in public health strategy. It highlights the importance of taking a consumer centric approach and prioritising local insight over global.
Reviews of market drivers of new product performance: Effects and relationships
Kuen-Hung Tsai, Chi-Tsun Huang and Mu-Lin Tsai, International Journal of Market Research, Vol. 55, No. 5, 2013, pp. 719-738
This study adopts a meta-analytic approach to review the performance effects of the market predictors of new product performance and their structural relationships.
This study adopts a meta-analytic approach to review the performance effects of the market predictors of new product performance and their structural relationships. Based on empirical findings from the relevant studies published before 2011, this study has a number of interesting findings. First, market orientation, competitor orientation, product advantage and launch proficiency are the dominant drivers of new product performance. Second, market orientation, marketing synergy, product advantage and competitive intensity have significant effects on new product performance. Third, product advantage serves as an important intermediary between the market predictors and new product performance. Fourth, product innovativeness per se does not affect new product performance. Finally, launch proficiency translates the effect of market orientation into new product performance. These findings not only identify the dominant market drivers of new product performance, but also profile the routes leading to better new product performance. Some important implications for market research and practice are also provided.
Co-creation with consumers: who has the competence and wants to cooperate?
Eric Vernette and Linda Hamdi-Kidar, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 539-561
Lead users and emergent nature consumers are two highly attractive targets for marketing co-creation.
Lead users and emergent nature consumers are two highly attractive targets for marketing co-creation. Based on a representative sample of the French population (n = 995), we show that the competence and engagement in co-creation of these two target groups are significantly greater than for other consumers. This result is encouraging for market research companies that face a growing reluctance of customer participation in marketing studies. In addition, we have normed the distribution of lead user and emergent nature consumer scores among the population. This results in specific reference points for naming customer data while at the same time making it easier to filter respondents for future co-creation initiatives.
Crowdpower: How co-creation leads to strong product innovations
Andera Gadeib, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This research paper evaluates different key performance indicators with regards to their strengths in predicting the success of a new product idea.
This research paper evaluates different key performance indicators with regards to their strengths in predicting the success of a new product idea. An essential question in innovation is how well a new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in the early stages of innovation and to move the right ideas forward in the value chain. The method builds on the experience of classical product concept testing and combines it with a co-creation task to effectively shape and rework the ideas early in the innovation process. This is applied specifically to bringing new FMCG products to market, which require a fast development schedule.
Grand Prix Research: The symbiotic relationship between the future winning automotive brand and their ideal research partner
Patricio Pagani and Richard Brookes, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper examines how automotive companies are facing growing expectations to deliver innovation and a customer-centric approach, and the implications this holds for them and their market research partners.
This paper examines how automotive companies are facing growing expectations to deliver innovation and a customer-centric approach, and the implications this holds for them and their market research partners. The paper covers theories about strategy, innovation and creative renewal, and the impact of the changing nature of global manufacturing and marketing along with the evolution of digital technologies. For example, developing economies are moving up the manufacturing rankings and recent advances have brought about internet-enabled, electric and driverless vehicles. The paper poses questions about what a car is today and whether it is being redefined as another digital platform. It also examines how brands, particularly Hyundai, are responding to the changes.
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