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Busting "myths" about China's low-income consumers: Learnings from P&G
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day. The firm discovered that quantitative studies can sometimes be misleading, as shown by the gap between the number of people who own a washing machine and those that had a water supply allowing them to use it. Further "myths" included the assumptions that cheap products would automatically be preferred, that authority figures lacked influence, and that low-income consumers would have a limited input when it came to talking about potential innovations.
Identifying the real differences of opinion in social media sentiment
Annie Pettit, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 757-767
This study examined the differences in social media sentiment based on author gender, age and country.
This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.
Segmenting the betting market in England
Chris Hand and Jaywant Singh, International Journal of Market Research, Digital First, October 2013
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented.
While there are a number of studies focusing on the motivations for betting, less is known about the extent to which the market is segmented. This study investigates patterns of cross-purchasing using a sample of 7,200 adult respondents from a government survey dataset obtained via the UK Data Archive. In doing so, we apply market research techniques to a social research domain, and demonstrate the usefulness of publicly available government survey data to (social) market researchers. While we find some patterns of cross-purchase that are broadly the same as would be predicted by the duplication of purchase law, we also identify clear partitions in the market, implying the existence of behavioural segments. We identify five distinct behavioural segments, each with its own demographic characteristics. Our results have implications for the managers of betting companies, and for the design of future studies into gambling behaviour that could potentially inform public policy.
Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima
Rolando Arellano Cueva, Rolando Arellano Bahamonde and Percy Vigil Vidal, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru. The emergent middle classes have been under-characterised by marketers, and regarded as behaving in a similar way to traditional middle class people. Research presented here explains how the emergent middle class was characterised in Lima and how this information was used to design a shopping mall which accounted for their needs.
What the eyes don't see, the heart can't feel: The need for market research to drive innovation
Kartikeya Kompella, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper argues that India is an untapped market for the creation of innovative, belief-based brands and that researchers are well-placed to help Indian marketers see these opportunities.
This paper argues that India is an untapped market for the creation of innovative, belief-based brands and that researchers are well-placed to help Indian marketers see these opportunities. Areas of particular growth potential are discussed, including targeting older consumers with disposable income and middle-aged men who are the first of their generation in India to be experiencing mid-life crises. It also identifies respect as a value that brands can pander to in a nation where individualism is growing. Market research agencies can assist marketers in developing these opportunities by providing knowledge management and segmentation data, as well as insights into demographic shifts and product consumption.
The last frontier of Asia: The potential of market research to drive economic and social development in Myanmar
Ron Gailey and Chris Riquier, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this paper explores the growth opportunities in the country from three perspectives: the agency, the client and the consumer.
Drawing from the first comprehensive study of the consumer landscape in Myanmar since the easing of sanctions, this paper explores the growth opportunities in the country from three perspectives: the agency, the client and the consumer. The research was produced from 10,275 interviews conducted with consumers in Myanmar from all socio-economic classes and geographies. Although ethnically diverse, the population is 88% Buddhist and Buddhism has shaped the Burmese cultural mindset. As one of the poorest countries in the world, the average Burmese earns less than US$190, however the country has a vast abundance of natural resources and so has opportunity to increase the country's overall wealth in the future. Technology ownership is low but mobile and smartphone ownership is rising rapidly and TV penetration is high. There is great cultural and social importance placed on tea shops, which not only act as a sales point for beverages and tobacco but play a critical role in community bonding. This paper concludes with Coca-Cola's overview, which officially began sending shipments to Myanmar again in 2012.
Downsizing globally: The impact of changing household structure on global consumer markets
Euromonitor Strategy Briefings, April 2013
This paper analyses trends in households across the world - from number of occupants to marital status and income levels - and how this has changed consumer habits.
This paper analyses trends in households across the world - from number of occupants to marital status and income levels - and how this has changed consumer habits. Among the major findings highlighted are that there are 1.92bn households in 2012, an increase of 9% since 2007. 14.9% of these households are now single, which 16.5% are couples without children. New household formation exceeds population growth in most countries and are comprised of much smaller household units. Factors leading to smaller households are longer life expectancies and lower birth rates, increased urbanisation, rising divorce rates, increase in working women, more liberal attitudes and the rising wealth of emerging market middle classes. Smaller households lead to increased average spend per person, although price as a purchasing criterion is most important for those living with children or alone. Other trends covered are household shopping and eating habits, attitudes towards health. This report also suggests opportunities for marketers.
Visual stories from the emerging middle class: Understanding the individual in India and China
Anthony Martin, Market Research Society, Annual Conference, 2013
This paper defines the opportunity the emerging middle class in China and India represent for HSBC, the global financial services group.
This paper defines the opportunity the emerging middle class in China and India represent for HSBC, the global financial services group. First it defines the middle class consumer, and goes on to explore their attitudes to banking and finance. The paper indicates the range of knowledge required to build relationships with future, higher-revenue customers in these regions. Photojournalism was used to capture cultural norms as they relate to money, providing real-life evidence which was combined with an ethnographic exploration of 16 key respondents. The paper concludes by outlining five rules that can be used to leverage photojournalism in the art of storytelling.
Aging: Moving beyond youth culture
Havas Worldwide, Prosumer Report, Vol. 14, 2012
Euro RSCG Worldwide surveyed 7,213 adults in 19 countries to better understand changing values related to aging, identify unmet consumer needs and uncover areas of opportunity.
Euro RSCG Worldwide surveyed 7,213 adults in 19 countries to better understand changing values related to aging, identify unmet consumer needs and uncover areas of opportunity. Key insights include the observation that, rather than shying away from growing old, more people are embracing their later years and the unique satisfactions they bring. Concerns related to aging no longer centre on physical beauty but instead focus on loss of autonomy. Consumption gaps are shrinking as people in older age segments continue to adopt and enjoy new technologies, products and entertainment options. How one ages - and even the manner in which one dies - is increasingly perceived as controllable rather than predetermined. This means people are feeling more pressure and responsibility for a satisfactory outcome.
Coverage error in internet surveys: can fixed phones fix it?
Paula Vicente and Elizabeth Reis, International Journal of Market Research, Vol. 54, No. 3, 2012, pp. 323-345
The internet is increasingly being used for cross-sectional surveys and online panels. Although internet accessibility is growing across developed and developing countries, it seems unlikely that the internet alone will ever provide complete coverage of the general population.
The internet is increasingly being used for cross-sectional surveys and online panels. Although internet accessibility is growing across developed and developing countries, it seems unlikely that the internet alone will ever provide complete coverage of the general population. Given the incomplete coverage and imbalanced penetration rate of the internet across segments of the population, it is pertinent both for survey companies and academics to assess the potential of mixing the internet with other survey modes as part of a strategy to assure validity of inferential samples when surveying general populations. The purpose of this research was to evaluate to what extent coverage error in internet surveys can be reduced by surveying the offline population via telephone. We use data from Eurobarometer collected in the EU27 member states to simulate first an internet-based survey and then a mixed-mode survey combining the internet with the telephone. Comparisons are made to identify differences in the socio-demographic characteristics of internet households and those of non-internet households with telephone. Coverage error is also estimated in each survey design. Findings reveal significant socio-demographic differences and although the coverage error is reduced in the mixed-mode survey design, it cannot be completely eliminated. Moreover, the outcomes are not homogeneous across countries.
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