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The power of the dark side: Motivation, positioning and the seven deadly sins
Shobha Prasad, ESOMAR, Qualitative, Valencia, November 2013
The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions.
The dark side of human motivation is explored in this paper which postulates that the most powerful drivers are primeval human passions. Brands that understand and position themselves sharply on these are able to influence and connect strongly with consumers. The authors use the gramework of the "Seven Deadly Sins" to identify the primeval forces that are powerful enough to drive behaviour. Through this research, they analyse the drivers that influence which categories and brands appeal to young professionals in India and suggest the model as a tool to understand motivation and brand positioning.
Humanising big data: Applying a qualitative analysis lens to big data
Vartika Malviya Hali, Anupama Wagh-Koppar and Sandeep Arora, ESOMAR, Qualitative, Valencia, November 2013
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both.
This paper proposes a way of reconciling Big Data and qualitative analysis in order to make the most of both. These are contrasting approaches to analysis: Big Data is a world of size, dynamic data, vast trends, patterns and predictions; and qualitative analysis is a world of in-depth enquiry, causality and descriptions. The need to adopt a new mindset, retain the quintessential research approach and suspend the 'Traditional Qualitative Agenda' to analyse Big Data is addressed. Using technology solutions combined with traditional methods can deliver useful insights in real time for innovation teams in the emerging world.
Research Fusion: Merging public health, consumer and healthcare market research to inform health initiatives in developing countries
Melissa Moodley, Colin Baker, Greg Zwisler and Evan Simpson, ESOMAR, Congress, Istanbul, September 2013
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign.
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign. The research examined issues around low cost healthcare solutions that could prevent deaths in poor countries to better understand why those solutions were under-utilised. The findings demonstrate the value of including market research techniques in public health strategy. It highlights the importance of taking a consumer centric approach and prioritising local insight over global.
Understanding the Orientation of Gen Y Toward Mobile Applications and In-app Advertising in India
Varsha Jain, Ketaki Bhave and Subhadip Roy, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012.
Mobile marketing in India is expected to reach INR 1.2 trillion by the end of 2013, an 8% increase from INR 1.1 trillion in 2012. Smartphones are being used extensively in India by Generation Y individuals (those born between 1980-2000). The rise in smartphone usage is attributed to usage of mobile applications. The marketers are trying to cash in on this trend by approaching consumers through phone media. Since a majority of the heavy users belong to Gen Y, it is important to study how they interact with brands through mobile applications. This study attempts to comprehend Gen Y's attitude toward in-app advertising and branded applications. The authors adopt a qualitative approach to understand the consumer insights. Focus group discussions and in-depth interviews have been used to comprehend perception, liking and preference toward mobile applications and in-app advertising of Gen Y. The major determinants that formulated the attitude of consumers pertaining to in-app advertising were found to be: involvement with the app, hindrance caused by the ad, screen size, contextualization, personalization, relevance, credibility, permission, control and incentives. The study provides relevant insights for practitioners and also provides a scope for further research in the area.
Learnings From One of the World's Largest Peoplemeter Panels
LV Krishnan, Giovanni Fabris and Sharan Sharma, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper summarises some of the key experiences to have come out of India as it marks its 15th anniversary of the introduction of TV peoplemeters.
This paper summarises some of the key experiences to have come out of India as it marks its 15th anniversary of the introduction of TV peoplemeters. These experiences cover methodology (for example, the adoption of algorithmic methods of sampling); the implementation of parallel-panel tracks as benchmarks for the television audience measurement (TAM) panel; data security and reporting issues; government dialogue; and experimentation with different operational models.
Growing brands by connecting with deeper human motivations: Demonstration of a new research approach that directly links to business outcomes
Niels Blichfeldt, Sue Philips and Shivani Dayal Kapoor, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research.
Through an example in the beer category in China and India, this research paper shows how a people-centred approach, using precise drivers of brand growth, combined with predictive abilities to anticipate market share can deliver strong business outcomes from research. Brand growth is achieved through different options including optimisation of brand positioning, portfolio management, repositioning, brand stretching and innovation. This report criticises standard brand equity research, claiming that it is unable to effectively answer how a company can make brands meaningful to people and how meaningful brands can grow a business. The people-centric methodology proposed in this paper deconstructs human needs into four layers that on average explains 85-95% of brand choice, then supports this with a psychological model, which ensures that all decisions are made with consumer motivation at the centre. Then to determine the direction of a brand's growth, it identifies the brand's current Attitudinal Equity (a measure of the strength of consumers' psychological relationship with the brand) and focuses on growing it.
Superpromoter Research: How studying the flow of enthusiasm of customers helps corporate giants
Arne van de Wijdeven and Rijn Vogelaar, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
Philips, the domestic appliance and personal care company, wanted to identify, understand and assist its most enthusiastic customers - "superpromoters" - in India.
Philips, the domestic appliance and personal care company, wanted to identify, understand and assist its most enthusiastic customers - "superpromoters" - in India. Philips is used as a case study to illustrate how superpromoters can help a brand grow in terms of revenue and reputation; can motivate employees; can help a brand make strategic and tactical decisions; are ideal co-creators. The authors found most companies don't have much information on their most enthusiastic customers, hence they suffer superpromoter blindness. The study encourages more brands to engage with and listen to their superpromoters.
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.
Brands without borders: Co-creating a regional brand vision
Philip McNaughton and Dewi Larasati, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
The role of consumer co-creation in developing multi-market Asian brands is the focus of this paper. It focuses on a co-creation project undertaken by Mizone, a beverage brand that has grown strongly in the APAC region, with an independent brand voice in different Asian markets.
The role of consumer co-creation in developing multi-market Asian brands is the focus of this paper. It focuses on a co-creation project undertaken by Mizone, a beverage brand that has grown strongly in the APAC region, with an independent brand voice in different Asian markets. The key business challenge for Mizone was to develop a consistent, but differentiated, brand voice and vision that worked across markets, supported the growth of the brand and was relevant to consumers. It achieved this through a research process involving ethnography, online communities and co-creation workshops. Using this process, the authors argue, helped to root the brand vision and purpose in consumer truth and allowed Mizone to rapidly test and re-iterate the activations and articulations of the brand vision in real time.
Baring it all: An exploration of the public vs. private face of modern women in Asia Pacific
Chris Casanare, Christina Inocentes and Bing Natividad, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes.
This paper looks at recent changes in the role of women in Asia Pacific, and the economic, cultural and social consequences of these changes. The authors conducted a research project, consisting of interviews with women from 12 Asian nations. The key findings are that, across the region, the impact of economic growth and exposure to the outside world on the lives of women has been immense, and that the Asian woman is unique, because while her identity is still deeply rooted in her traditional culture, but at the same time she is coping with new opportunities. Significant differences across the region are revealed for the question of how these women view personal empowerment: there are tensions amongst women that are relative to their level of empowerment or the ability to make choices for themselves on matters that are important to them. The authors discuss implications for brand strategy suggested by these findings.
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