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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.
Decentralized Johnson & Johnson embraces company-wide brand metric
Geoffrey Precourt, Event Reports, The Market Research Event, October 2013
This report describes how Johnson & Johnson (J&J), the pharmaceutical and consumer goods company, is aiming to become more of a consistent global organization, despite previously finding success by decentralising its marketing programs.
This report describes how Johnson & Johnson (J&J), the pharmaceutical and consumer goods company, is aiming to become more of a consistent global organization, despite previously finding success by decentralising its marketing programs. By applying a single methodology that captures levels of engagement and commitment to brands, J&J is able to compare brands across the consumer group, allowing senior management to track brand equity on a consistent basis. The example of the Neutrogena skincare brand, which is distributed in over 70 countries, is used to show how this approach has led to furthering brand equity.
From Research Management to Knowledge Management to Learning Planning
Haiko van Lengen, Philip De Wulf and Sjoerd Koornstra, ESOMAR, Congress, Istanbul, September 2013
This research paper examines the knowledge management system used by Heineken, the alcoholic beverage company, which allows for better learning planning.
This research paper examines the knowledge management system used by Heineken, the alcoholic beverage company, which allows for better learning planning. It is argued that the value of companies' research is not maximised as the results of projects are often treated as single studies with too much time spent collecting primary research material. This explains how by systemising the different elements of the research process learning planning can be improved.
Speaking the Language of Research: Why languages matter when conducting global research
Nikki Lavoie, ESOMAR, Congress, Istanbul, September 2013
This paper discusses issues around conducting research in non-native languages to cut costs in cross-cultural studies and argues that the downsides of this approach outweigh the benefits.
This paper discusses issues around conducting research in non-native languages to cut costs in cross-cultural studies and argues that the downsides of this approach outweigh the benefits. Globalisation has increased demand for analysis of the similarities and differences between nations and cultures, but financial pressures mean studies are often conducted in English where it is not a native language. Drawbacks of this approach include demographic effects (it is found that English speakers tend to be younger, more educated and have specific occupational profiles), loss of cultural nuance, and miscommunication.
Strangers in strange lands: hypermarkets and Chinese consumer culture misalignment
Clyde A. Warden, James Stanworth, Judy F. Chen and Stephen Chi-Tsun Huang, International Journal of Market Research, Vol. 54, No. 6, 2012, pp. 799-820
Western retailers find alignment with consumers in Greater China challenging. Managers struggle to understand local retail values, especially where quantitative marketing research obfuscates meanings behind overly simplified constructs – lacking richness that is key to alignment.
Western retailers find alignment with consumers in Greater China challenging. Managers struggle to understand local retail values, especially where quantitative marketing research obfuscates meanings behind overly simplified constructs – lacking richness that is key to alignment. As researchers embedded in a distant indigenous culture, we use an interpretive research design, drawing on longitudinal data collected over a six-year period, to reveal multiple lenses of local realities, giving a perspective on international retailers’ misalignment. The multi- method approach integrates ethnography, interviews, participant observations, videography and extended data in podcasts. We show how everyday products can be purely functional (global) at one time but embedded with symbolic meaning (local) at another, thereby confounding international retailers and researchers. Managers and researchers tend to reduce the legitimacy of meanings that differ from the values and beliefs of their existing (home/local) paradigm. We present a conceptual model that clarifies the marketing metaphor of ‘alignment’ for retailers targeting Far East Asian markets.
ESOMAR Congress 2012: A report on key sessions and themes
Event Reports, ESOMAR Congress, September 2012
This report from ESOMAR's 2012 Congress in Atlanta includes a brief discussion of and links to some of the key papers presented at the event, together with a round-up of core themes.
This report from ESOMAR's 2012 Congress in Atlanta includes a brief discussion of and links to some of the key papers presented at the event, together with a round-up of core themes. Topics addressed include big data, neuroscience, MR trends in emerging markets and family-based research. The report also lists winners of the awards for the best papers presented at Congress.
From Rio to the rest of the world: How innovative research from Gatorade in Latin America is impacting worldwide
Ana Alvarez and Fiona Blades, ESOMAR, Congress, Atlanta, September 2012
This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research.
This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research. The authors also explore the opportunities, issues and practicalities of conducting research in the region, using interviews with clients and agencies. The paper also showcases the proprietary work Pepsico and MESH are jointly conducting on the Gatorade energy drink brand.
Dimensions of online survey data quality: What really matters?
Jon Puleston and Mitch Eggers , ESOMAR, Congress, Atlanta, September 2012
This paper is an examination of the relative impact of survey design, panel quality and cross-cultural behaviour on the accuracy of data when conducting international online survey research.
This paper is an examination of the relative impact of survey design, panel quality and cross-cultural behaviour on the accuracy of data when conducting international online survey research. It contains results of a research project, studying all three of these general influences on data quality using seven specific quality improvement techniques in 15 different countries. The paper concludes with general recommendations for factors to think about when conducting international cross-market research.
Research without borders: The globalisation of the marketing and research functions in a brave new world
C. Frederic John, Anna Mariano and Liz Moore, ESOMAR, Congress, Atlanta, September 2012
In multinationals, the traditional structure of marketing has been a "hub-and-spoke" geographically-drawn approach.
In multinationals, the traditional structure of marketing has been a "hub-and-spoke" geographically-drawn approach. However, this paper argues that a number of recent trends, such as the rise of social media, have threatened the practicality of this traditional structure. It also provides recommendations on how multinationals can adapt their marketing and market research structure to account for these trends and assesses the potential role that research is likely to play in the current global environment.
Ode to the unsung hero: How Coca-Cola is managing today's increasingly complex business reality with a global research landscape
Patricio Pagani, Javier Quiñones and Veronica Moreno, ESOMAR, Congress, Atlanta, September 2012
This paper outlines how Coca-Cola changed its approach to consumer behaviour in order to deal with an increasingly complex global beverage market.
This paper outlines how Coca-Cola changed its approach to consumer behaviour in order to deal with an increasingly complex global beverage market. It outlines how the company collects and analyses its consumer research data from over 100 countries, as well as providing advice on how to respond to pressures the market research industry faces from new entrants, methodologies and technologies. It also emphasises the importance of its "protocol custodian", who oversees the application of the newly designed global framework and ensures it remains locally relevant without compromising global comparability. The paper also provides recommendations for the research industry and examples of the type of analysis that is conducted by Coca-Cola each month.
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