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Using GPS Analytics and In-the-Moment Mobile: Surveys for insight into 2012 holiday shopping behaviour
Thaddeus R. F. Fulford-Jones and Eric H. Weiss, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys.
This paper discusses the lessons learned by Locately, the consumer location analytics company, from a project to understand shopper journeys. GPS technology allows companies to mine data on shoppers' location and journeys, and trigger mobile surveys for shoppers when they enter a store. However, this technology creates concerns around privacy and the correct way to invite participation. This paper examines how visit-triggered in-store mobile surveys allowed Locately to evaluate the impact of marketing activations.
Combating copycats and a changing consumer culture: Disney's lessons from China
Geoffrey Precourt, Event Reports, ARF Re:think, March 2013
Disney, as with many brands in China, has faced a problem with copycats. But while fake handbags and running shoes are one thing, attempting to closely replicate an entire theme park is quite another.
Disney, as with many brands in China, has faced a problem with copycats. But while fake handbags and running shoes are one thing, attempting to closely replicate an entire theme park is quite another. In such a context, the important thing for the US company is to understand shoppers better than its rivals. Given the speed of change observable in Chinese consumer culture, the firm is attempting both to gain an appreciation of current preferences, and to try and anticipate what alteration they may undergo by the time its planned theme park in Shanghai opens in 2015.
Heinz conducts consumer research at speed in China
Geoffrey Precourt, Event Reports, ARF Re:think, March 2013
Heinz, the food group, is pursuing a research model in China based around the mantra, "Listen. Work.
Heinz, the food group, is pursuing a research model in China based around the mantra, "Listen. Work. Speed." These principles result from the fact that the market is developing at an extremely rapid pace, so insights that were true a year ago are no longer valid. Conducting on-going consumer research is thus one priority. Making products highly relevant and deciding whether to target consumer clusters, demographic tiers or specific cities are among the other choices marketers have to make.
Understanding the rural consumer's behaviour in the context of his ecosystem: a telecommunication perspective
Saroj Kumar Mohanta, Abhishek Mishra and Satya Dash, International Journal of Market Research, Vol. 54, No. 5, 2012, pp. 603-612
Rural markets have always been a challenge for market researchers. Conventional tools applicable in urban areas are not directly adaptable in the rural setting.
Rural markets have always been a challenge for market researchers. Conventional tools applicable in urban areas are not directly adaptable in the rural setting. With the emergence of rural markets in terms of brand awareness, and the shift from nominal decision-making process to a more extensive decision-making process, more innovative research tools are required to capture data about rural consumers in a more effective way. Participatory Rural Appraisal (PRA) is one tool that does precisely that. The tool itself, however, has evolved over time and has recently caught the attention of rural market researchers for commercial projects. The tool has so far been limited to application by NGOs for the implementation of either government projects or donor NGO-funded initiatives. This paper strives to highlight the evolution of PRA as well as its interpretation by MART (India’s leading rural market research firm) in terms of one commercial project undertaken for a telecom player.
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.
Multi-language multi-continent B2B community panel: How B2B research can effectively span the world
Monique Morden and Eddie Accomando, ESOMAR, Latin America, Mexico City, May 2012
How B2B panels can successfully thrive in the international sphere of online research is explored in this paper.
How B2B panels can successfully thrive in the international sphere of online research is explored in this paper. Texas Instruments is a B2B community panel that intends to maximise research among a relatively small target market. Case studies demonstrate the pros and cons of a B2B community panel as well as the considerations for doing research in multiple continents. Learnings about conducting community panels within South America are the focus, taking language, culture and technological aspects into account when designing and managing a community panel.
Robots' journey to the east: Using pioneering social media research technology to solve the market research challenges in China
Richard Shaw and Anna af Hallstrom, ESOMAR, Asia Pacific, Shanghai, April 2012
BrainJuicer's DigiViduals approach - building "research robots" to combine social media monitoring with qualitative and ethnographic analysis - has been successful in European, American and Asian markets.
BrainJuicer's DigiViduals approach - building "research robots" to combine social media monitoring with qualitative and ethnographic analysis - has been successful in European, American and Asian markets. This paper details an experimental study undertaken in China, a market posing severe challenges to any social media monitoring technique. The practical difficulties of creating a Chinese DigiVidual are explored, including censorship, cultural differences and the scale of the market. It details how these challenges were overcome and how the study output led to reframing assumptions about the target market.
The global consumer: Is sophistication growing across the world?
Dominic Scott-Malden, Market Research Society, Annual Conference, 2012
This paper looks at the big picture: brands across the globe. Its hypothesis is that while Western consumers are having doubts about many brands, brands are riding a wave of enthusiasm in emerging markets.
This paper looks at the big picture: brands across the globe. Its hypothesis is that while Western consumers are having doubts about many brands, brands are riding a wave of enthusiasm in emerging markets. The author also suggests that brands have an immediately accessible Light side but also a (generally neglected) Dark side, which becomes more apparent over time: brands will have to get used to having every aspect of their product and image analysed, attacked and criticised, especially in the digital space. The author advocates brands emphasising transparency to overcome this kind of consumer resistance.
Children's well-being in UK, Sweden and Spain: The role of inequality and materialism
Agnes Nairn, Market Research Society, Annual Conference, 2012
An Ipsos MORI multi-market report (covering the UK, Spain and Sweden) on how societal inequality and materialism impacts on children.
An Ipsos MORI multi-market report (covering the UK, Spain and Sweden) on how societal inequality and materialism impacts on children. The general message from the research participants was that their well-being centres on time with a happy, stable family, having good friends and plenty of things to do, especially outdoors. Among the main findings was that family life in the three countries was strikingly different: in the UK, parents are struggling to give children their time, but in Spain and Sweden family time appeared to be woven into the fabric of everyday life. British children were also less likely to take part in active and creative pursuits as they got older.
Chinese mobile preference
Jan Van den Bergh, Admap, China supplement, March 2012, pp. 26-28
One of the fastest-changing consumer sectors in China is the mobile handset market, where several brands, both international and domestic, battle it out to win the hearts and minds of the Chinese consumer.
One of the fastest-changing consumer sectors in China is the mobile handset market, where several brands, both international and domestic, battle it out to win the hearts and minds of the Chinese consumer. Online research carried out by Holaba looks at some of the drivers in this sector as well as how different demographic groups and regions respond to brands.
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