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Screen Age: Digital impacts on Asian middle class lifestyles
Christophe Robert, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi).
This paper details a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia (Singapore, Jakarta, Kuala Lumpur,Bangkok, Saigon, Hong Kong, Shanghai and Delhi). It offers insights on the impact of digital life on middle class lifestyles, work, education and entertainment in emerging markets, in addition to digital fatigue from always-on multi-tasking in advanced markets. Amongst the in-depth findings, the report shows that while there are generational gaps in people's approach to digital life, even in emerging Asia, the over 50s are connecting to the internet. Young adults and teens live full digital lives, enhanced by mobile. However, there are usage differences between emerging markets, where there is a sense of fascination and excitement about the digital world, and the emerged Asian markets, where there is growing fatigue from always-on multi-tasking. Here people try to re-establish control over chaotic digital lifestyles by de-cluttering and streamlining their use of online services. In the future, this report predicts that the term 'digital' will become irrelevant, marketers must learn how to involve consumers without overwhelming them, brands must be subject to peer review, social networks will be created for specific purposes and marketers are encouraged to think local first.
Money Talks: Unlocking transformational insight in banking through storytelling
Esther Garland, Henrietta De Souza and Riki Neill, ESOMAR, Congress, Atlanta, September 2012
This paper focuses on brand storytelling, centering on a case study for HSBC, the global bank, that aimed to increase loyalty with the "emerging middle class" in the UK and India.
This paper focuses on brand storytelling, centering on a case study for HSBC, the global bank, that aimed to increase loyalty with the "emerging middle class" in the UK and India. The paper looks into the research period of the campaign, centered on an online "storytelling community" with 48 members. Insights from this community were then fed into HSBC communications, tools and services. The paper further suggests that the opportunity with this emerging middle class audience is much bigger globally than perhaps the client had imagined - a fact only revealed via storytelling.
Sustainable Brazil: Perceptions and practices of the new Brazilian middle class on sustainability and conscious consumption
Mario Mattos, ESOMAR, Latin America, Mexico City, May 2012
This paper describes research from Brazil's National Policy on Solid Waste (PNRS, which co-ordinates the collection, processing and disposal of waste products) to engage consumers and encourage them to dispose their own waste responsibly.
This paper describes research from Brazil's National Policy on Solid Waste (PNRS, which co-ordinates the collection, processing and disposal of waste products) to engage consumers and encourage them to dispose their own waste responsibly. To better understand the main generators of waste - the country's new middle class - research was conducted into the emergence of this middle class and its development since the 1980s, as well as its changing awareness about and attitudes to sustainability and conscious consumption. Three factors are identified as influencing consumers' sustainable consumption: education level, familiarity with the term "sustainability" and interest in environmental issues.
Brazil's middle class? Your table is ready: Opportunities and challenges facing the food service industry in Brazil
Gabriel Aleixo and Renata Ribeiro, ESOMAR, Latin America, Mexico City, May 2012
Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class.
Brazil's middle-class population has risen sharply in the last decade and in 2012 nearly half of Brazil's population is classified as middle class. As a result, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic project using online research communities to better understand the Brazilian middle-class market. The findings identified two key pillars that drive the conscious decisions consumers make when selecting a place to eat - the environment and the food. It also illustrated that, to the Brazilian middle class, eating out is not just a practical need - it is charged with emotional associations related to the transformation of living standards. Understanding these emotional cues are key to reaching this growing market.
New faces, new roles, new ways, a new Latin America: The complex environment of a changing population
Luis Woldenberg Karakowsky and Delores Sánchez, ESOMAR, Latin America, Mexico City, May 2012
This paper tackles the transformation and configuration of various Latin American societies - Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Nicaragua and Peru.
This paper tackles the transformation and configuration of various Latin American societies - Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Nicaragua and Peru. Areas covered include consumption, the possibilities for economic development, the employment challenges faced by the young, the changes in families, senior citizens, communication and entertainment habits, as well as expenses and resources. Findings show that women and youth have seen especially marked changes from previous generations, there has been a loss in followers of the Catholic religion, obesity is on the rise and inequality between the poor and rich is extremely stark.
So many different suns: How successful brands hit the conflux of affordability and aspiration
Shobha Prasad and Sangeeta Gupta, ESOMAR, Asia Pacific, Shanghai, April 2012
This paper discusses how brands can be positioned in emerging markets like India as both affordable and desirable, challenging the assumed incompatibility of low priced and aspirational positionings.
This paper discusses how brands can be positioned in emerging markets like India as both affordable and desirable, challenging the assumed incompatibility of low priced and aspirational positionings. It looks at what creates "star" brands at all market levels and discusses the Theory of Multiple Poverty Lines, which argues that there are multiple affluence pyramids and points of affluence that individuals aspire to, and that it is possible to identify the conflux between aspiration and affordability at the various market levels. Examples from the Indian market are discussed, including Samsung (successful in this respect) and the Tata Nano car (less successful). Overall, the paper provides a deeper understanding of the dynamics between these concepts and consumption behaviour, to arrive at a framework that helps marketers make better brand decisions in emerging markets.
Insight into poverty: How to approach consumers in crisis
Katarzyna Gawlik and Beata Gers, ESOMAR, CEE Research Forum, Krakow, March 2012
This article examines a research project conducted by TNS Poland on behalf of BAT Poland in summer 2011.
This article examines a research project conducted by TNS Poland on behalf of BAT Poland in summer 2011. The project's goal was to provide information regarding the group of poorest tobacco-smoking Poles. Wide-scale exploratory research was carried out for this goal, covering not only smokers but, more generally, developments related to poverty in Poland. The research delivered insights enabling better understanding of the situation of consumers finding themselves in that specific condition defined as poverty. The strategies and drivers identified as those that poor consumers are guided by are not reserved exclusively for the narrow margin of those in the lowest income bracket. Cheaper brands are no longer perceived as lower-quality, but instead real value-for-money of equal quality of more expensive brands. This is highlighted specifically for the tobacco industry.
The emerging middle class in Russia: Metamorphose of brand perception
Marina Simakova and Yannis Kavounis, ESOMAR, CEE Research Forum, Krakow, March 2012
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country.
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country. The findings presented are based on the results of qualitative research undertaken in the alcoholic spirit drinks market, using focus groups, in-home interviews and self-ethnographic tasks. The middle class consumer is between 20 and 35 years, educated and have not known a time out of work. Their characteristics include individualism, realistic optimism, a desire for more, true consumerism and the need to balance both "personal" and "social" worlds. Brands are now fully engaged in the middle class and attitudes to brands are balanced between opposing views in Russia. The paper also focuses on the perceived benefits of alcohol to the middle class, which has taken on emotional as well as functional attributes.
Beleza Natural: Expanding From the Base of the Pyramid
Hy Mariampolski, Maribel Carvalho Suarez and Leticia Moreira Casotti , ESOMAR, Latin America, Cartagena, May 2010
Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets.
Few studies address the precarious course that might be encountered when entrepreneurs originating in the Base of the Pyramid (BOP) try to grow their businesses by transcending their class-of-origin and strike into mass or even luxury markets. In this regard, the experience of Beleza Natural, a brand of hair care products and chain of beauty salons targeted to the needs of Brazil's Black and mixedrace communities is unique. With eleven branches located in Rio de Janeiro, Espírito Santo and Bahia States, 16 year-old Beleza Natural currently provides services for close to 70,000 clients every month.
Storytelling with international millionaires – a creative approach to research
Sarah Hamburger and Patricia Lawry, ESOMAR, Annual Congress, Montreal, September 2008
There has been a rapid expansion in the number of High Net Worth Individuals (HNWIs) over the last few years.
There has been a rapid expansion in the number of High Net Worth Individuals (HNWIs) over the last few years. Members of this group operate in an increasingly global context, making them a logical target for UBS, the world's largest manager of private wealth assets. After a global brand and market audit, it was decided to reposition the UBS brand as the 'ideal' financial services firm, with a positioning developed around 'confidence', taking in the firm, its advisors and its decisions. This developed into a brand campaign under the banner of 'You & Us', helping the company generate high levels of awareness and leapfrog to number 45 in Interbrand's top 100 global brands. Key factors in the overall strategy included the insights gained during a research process which allowed respondents to guide the interview process, and talk about what was really important to them. This helped to ground UBS's assumptions about the needs of HNWIs. A strong partnership between the client and its agencies was also fundamental.
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