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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.
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.
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.
International segmentation: towards a third path between global and national
Bertrand Belvaux and Nathalie Guibert, International Journal of Market Research, Vol. 54, No. 1, 2012, pp. 111-127
This paper aims to advance segmentation methodology in international settings. We suggest two techniques that, inserted in current international segmentation methodology, can help researchers find and validate possible transnational segments using various consumption dimensions.
This paper aims to advance segmentation methodology in international settings. We suggest two techniques that, inserted in current international segmentation methodology, can help researchers find and validate possible transnational segments using various consumption dimensions. In order to facilitate the choice of an appropriate path, we suggest comparing the international segmentation to the country-based segmentation by using the eta-squared test. Then, if needed, in order to bring out the underlying logics of product consumption in various countries, we suggest comparing the correlations between consumer motivations and product attributes (based on Means–End Chains theory) among the target countries. We provide evidence of the effectiveness of these techniques in the case of an international study of the wine market in China, Chile and France, and conclude with a research agenda.
Beyond the 2011 Census in the United Kingdom: with an international perspective
Keith Dugmore, Peter Furness, Barry Leventhal and Corrine Moy, International Journal of Market Research, Vol. 53, No. 5, 2011, pp. 619-650
The recent census in the UK, taken in March 2011, may also have been our last – since the Office for National Statistics has announced that it intends to explore alternative more cost-effective options for ‘census taking’ in the future.
The recent census in the UK, taken in March 2011, may also have been our last – since the Office for National Statistics has announced that it intends to explore alternative more cost-effective options for ‘census taking’ in the future. In this paper, we consider what the options may be, based on approaches and experiences from other countries, and assess their implications for users. We start by reminding ourselves about the value of the census and the strengths and weaknesses of the current approach. We then identify the principal methods being followed in other countries, together with their advantages and disadvantages. This leads us to review methodological work in the UK, building up to the current ‘Beyond 2011’ ONS project. We focus on administrative records as a possible way of removing the need for a full population survey. Finally, we assess the options and discuss the implications for users in market research.
Multilingual elite-interviews and software-based analysis: problems and solutions based on CAQDAS
Rudolf R. Sinkovics and Elfriede Penz, International Journal of Market Research, Vol. 53, No. 5, 2011, pp. 705-724
Qualitative international research is increasingly popular in marketing, management and business practice.
Qualitative international research is increasingly popular in marketing, management and business practice. Cultural dimensions, most importantly language, play a central role in this research context. The importance of language in the context of questionnaire design and international data gathering has long been stressed in various sources (Pike 1966; Brislin 1970; Piekkari & Welch 2004). However, the practice of qualitative data collection and analysis has not been addressed sufficiently, although new and innovative software-based tools are available to help these efforts. This paper deals with methodological and practical issues in analysing qualitative interviews with corporate elites. We illustrate conceptual challenges in setting up qualitative projects that build on interviewing corporate elites and address practical implementation issues in terms of multilingual coding, node creation and theory building by means of computer-assisted qualitative data analysis software (CAQDAS). To this end a specific empirical example will be used.
Researching behavioural differences among ethnic minority groups: the case for inferring ethnicity on the basis of people's names
Richard Webber, International Journal of Market Research, Vol. 52, No. 2, 2010, pp. 191-215
This paper reviews the growing use of personal and family names as a basis for inferring ethnicity, for researching behavioural differences among ethnic groups, and as a basis for market segmentation.
This paper reviews the growing use of personal and family names as a basis for inferring ethnicity, for researching behavioural differences among ethnic groups, and as a basis for market segmentation. It argues that, in the UK, ethnicity is used in market research to a lesser degree than is warranted by the extent of behavioural differences between ethnic groups. The reasons for this are held to include the impact of the inclusion of an ethnicity question on response, the difficulty in generating sufficient numbers of records to support the analysis of categories, most of which represent small proportions of the total population, the propensity of some consumers to belong to multiple categories and difficulties in establishing the relative size of different ethnic segments in base populations. The paper then contrasts the way in which commercial and public-sector organisations currently use ethnicity data, concluding that ethnicity is more often researched to assist compliance with diversity legislation than to deliver genuine insights of the sort that result in improved customer service. Then follows an explanation of the methodology whereby consumers can be classified on the basis of their personal and family names. The UK’s British National Party and a research project resulting in reductions in the inappropriate use of accident and emergency services are used as case studies. The paper then considers how effectively a classification based on names overcomes the problems previously cited as constraining the successful use of ethnicity as a survey demographic. The paper concludes by suggesting the vertical markets in which name-based classification offers organisations the best opportunity for improving their reputation among minority ethnic groups as a result of a better understanding of their particular needs.
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