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New insights from practice: Exploring online channel management strategies and the use of social media as a market research tool
Philipp 'Phil' Klaus, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 829-850
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike.
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike. Despite the belief that social media, imbedded in a corresponding online channel strategy, can be the key to successfully track and analyse consumer behaviour, most of the research focuses solely on the consumer rather than the companies’ strategic viewpoint. This study investigates current online channel management strategies of retail banking services, developing a much-needed typology of such practices. Based upon a thorough and rigorous data analysis process, we propose a typology of online channel strategies. The typology differentiates existing practices into initiators, reformers and consolidators, and discusses the differences between these categories with implications for theory and practice. We highlight the current and future roles of social media market research, and their strategic implications for the industry sector and market research in general, introducing the concept of ‘Strategic Social Intelligence (SSI)’.
Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare
Anita Black and Neil Rothstein, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company. The company is set on empowering individuals to make better health decisions and building a DNA database to accelerate scientific discoveries and improve global health. However most people are still unaware of the service and DNA testing is rich in misperceptions and concerns. The research created intimacy in order to understand why existing customers had used the company's service and how it had impacted on them. This research led to the creation of an advertising campaign which focussed on giving consumers simple information about DNA testing in general and 23andMe's service, and sought to normalise DNA testing.
The Art of Research: Using the power of images to increase the value of the Diesel Pinterest page
Annelies Verhaeghe, Joeri Van den Bergh, Filip De Boeck, Stefano Tabogo and Alice Merlo, ESOMAR, Congress, Istanbul, September 2013
This paper describes how Diesel, the clothing company, developed a Pinterest page to allow the brand to communicate a visual brand message.
This paper describes how Diesel, the clothing company, developed a Pinterest page to allow the brand to communicate a visual brand message. Diesel explains that pictures are a great means to break down communication barriers between consumers and marketers, as pictures can show far more, and at greater speed, than written descriptions. Visual analysis of social media data led to a digital segmentation that forms the base of Diesel’s digital strategy on Pinterest. This has allowed it to build its online brand in a way relevant to the target generation Y audience.
Think Big and Connect to the Max: How PepsiCo (re)connected the Ruffles brand with Generation Y
Tom De Ruyck, Joeri Van den Bergh, Erkan Balkan, Anouk Willems and Annelies Verhaeghe, ESOMAR, Congress, Istanbul, September 2013
This paper describes a market research online community (MROC) project undertaken in Turkey by Ruffles, the potato chip brand owned by PepsiCo, in order to develop a campaign that targeted generation Y.
This paper describes a market research online community (MROC) project undertaken in Turkey by Ruffles, the potato chip brand owned by PepsiCo, in order to develop a campaign that targeted generation Y. The six week long MROC provided a hub for dialogue between a sample of generation Y consumers, the Ruffles brand team and the advertising agency. This approach allowed the brand to generate insights for product development and campaigns, and then pre-test activation platforms and campaign ideas. The project demonstrated the value of qualitative research in generating insights and ideas.
Less Facts, More Fiction: Expanding Research's Mind: Moving away from method, to a much wider definition of strategy as execution
James Ebdon, Elizabeth Lonergan and Leanne Tomasevic, ESOMAR, Congress, Istanbul, September 2013
This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights.
This paper describes how an abundance of data is changing the role of market research from collecting the 'most and best data' towards generating valuable insights. 'The messy mind agenda' articulates a four part shift in market research. A complex and unpredictable environment will require experimentation and learning over time. Researchers will need to 'critique and curate' information in order to identify what is important and useful to brands. Research should open up and have 'creative conversations' with brands and consumers in uncontrolled environments to generate new ideas and insights. In order to make brands distinct, they should focus on culture rather than consumers, developing a brand identity within that culture, and changing alongside it.
Co-creation with consumers: who has the competence and wants to cooperate?
Eric Vernette and Linda Hamdi-Kidar, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 539-561
Lead users and emergent nature consumers are two highly attractive targets for marketing co-creation.
Lead users and emergent nature consumers are two highly attractive targets for marketing co-creation. Based on a representative sample of the French population (n = 995), we show that the competence and engagement in co-creation of these two target groups are significantly greater than for other consumers. This result is encouraging for market research companies that face a growing reluctance of customer participation in marketing studies. In addition, we have normed the distribution of lead user and emergent nature consumer scores among the population. This results in specific reference points for naming customer data while at the same time making it easier to filter respondents for future co-creation initiatives.
Beyond the silo: Joining the research dots to maximise brand insights for the BMW Group
Sabine Hatz and Harald Schuster, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper demonstrates how knowledge of the fundamental brand mechanics for BMW Group, the car maker, can be generated and integrated by using multiple data sources.
This paper demonstrates how knowledge of the fundamental brand mechanics for BMW Group, the car maker, can be generated and integrated by using multiple data sources. Based on a global insights integration project, it demonstrates how connecting multiple data sources leads to a deeper understanding of markets or target groups (research effectiveness) and leverages the return on research (research efficiency). Linking a rich set of studies and the integration of results can provide better understanding of the brand and the marketing instruments that help to successfully steer the brand. This can lead to new inputs that feed into the discussion about the research techniques required for the complex challenge of managing automotive brands, where two aspects are of paramount importance: long-term brand building as well as short-term operative measures for selling cars.
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.
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.
Advertising clusters in Asia: Beyond borders
Shivkumar Moulee, ESOMAR, Asia Pacific, Ho Chi Minh City, April 2013
This paper, which updates earlier research, clusters different Asian markets according to consumers' response to advertising, and is designed to help global advertisers assess the transferability of advertising.
This paper, which updates earlier research, clusters different Asian markets according to consumers' response to advertising, and is designed to help global advertisers assess the transferability of advertising. With a number of markets in Asia having seen significant evolution and exposure to advertising and brands, it looks to assess if the clusters still hold true. The paper finds there are still distinct clusters of markets in Asia when it comes to advertising response, but not always by geography. Equally, it identifies India and China as regions in themselves. Overall, the research enables global advertisers to assess the transferability of advertising from one market to another, and has practical applications in creative development and assessment.
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