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Finding Gold in the Desert: The invention of MegaPlaza, the first modern mall for the emergent classes in the outskirts of Lima
Rolando Arellano Cueva, Rolando Arellano Bahamonde and Percy Vigil Vidal, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru.
This paper discusses how to target the emergent middle classes in Latin America, using an example of a mall in Lima, Peru. The emergent middle classes have been under-characterised by marketers, and regarded as behaving in a similar way to traditional middle class people. Research presented here explains how the emergent middle class was characterised in Lima and how this information was used to design a shopping mall which accounted for their needs.
Addressable TV: Traditional Television Just Became Untraditional
Aaron Fetters and Helen Katz, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US.
This paper discusses the development and results of a project from Starcom MediaVest (SMG), a media agency, that looks into addressable TV in the US. The project was undertaken with the food manufacturer, Kellogg's (an early mover in adopting the technology in its ad targeting) and with the media partner, DirectTV. Results from the project include: addressable campaigns are more precisely targeted and increase the frequency of ads seen, and commercials targeted in this way are also seen for slightly longer than the norm. The paper concludes by discussing several learnings and questions arising from the project, including: the impact of addressability on KPIs, connecting exposure to sales, the optimal frequency threshold, addressability across platforms and the speed with which addressability will scale.
Psychological Automotive Lifestyles: The analysis of automotive lifestyles to support targeting
Dirk Ziems, Thomas Ebenfeld and Gabriele Lehmann, ESOMAR, Automotive Research Forum, Wolfsburg, May 2013
This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners.
This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners. Car ownership, vehicle body types and car brands have specific relevance to consumers at different life stages, for different lifestyles and in different cultures. Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Concerning innovation planning, designing or communication and marketing, target customers have specific requirements, depending on their lifestyle and cultural background, which this paper discusses. Practical examples of research from Europe and Asia are described.
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.
From co-creation to co-deployment: A case study on consumer segmentation - How strong collaboration between the insight function, research agency and ad agency led to effective results
Murat Demiral and Wendy Mitchell, ESOMAR, Qualitative, Vienna, November 2011
This paper uses a case study of a research project for Nestlé's NESTEA iced tea brand to highlight the importance of effective collaboration between a client's insight function, its market research agency and its advertising agency to bring customer segments to life.
This paper uses a case study of a research project for Nestlé's NESTEA iced tea brand to highlight the importance of effective collaboration between a client's insight function, its market research agency and its advertising agency to bring customer segments to life. Such an approach, it argues, ensures that insights and learnings are deployed throughout an organisation and actually acted upon. The NESTEA project involved two consumer segments ("Youthful and Carefree" and "Individual and Purposeful") and involved the advertising agency conducting in-home research, followed by fuller qualitative research by the research agency (with life collages, filming consumption behaviour, visual diaries and 'Me and my NESTEA' self-scripting). To deploy these learnings throughout the organisation, the agencies ran a series of workshops to immerse marketers in the lifestyles of the segments. These consumer insights were fed into the development of communications by the advertising agency and have also informed the creation of a platform for portfolio management and brand activation.
Flying With the Simpsons: An Award Winning Research Paper That Helped Air New Zealand Reinvent the Long Haul Air Travel
Horst Feldhaeuser and Hudson Smales, ESOMAR, Asia Pacific, Melbourne, 2011
This presentation is based on a large, multifaceted, multidisciplinary, collaborative and iterative team-based research project involving Air New Zealand and long haul travellers.
This presentation is based on a large, multifaceted, multidisciplinary, collaborative and iterative team-based research project involving Air New Zealand and long haul travellers. Whilst a substantial financial commitment, the new interior long-haul design not only strengthens Air New Zealand's competitive advantage, but both the unique Skycouch and Premium Economy Spaceseat and their respective license opportunities also provide a potential new revenue stream.
It’s Personal: Extracting Lifestyle Indicators in Digital Television Advertising
George Lekakos, Journal of Advertising Research, Vol. 49, No. 4, December 2009, pp. 404-418
Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests.
Digital television technology developments provide the unprecedented opportunity to personalize television advertisements enhanced with interactive features on the basis of viewers’ preferences or interests. Existing personalization techniques applied over interactive platforms such as the Web provide the framework for the development of novel personalization approaches that take into account the particular television domain characteristics. In this article, we examine the exploitation of lifestyle as a predictor of consumers’ behavior in combination with dynamic behavioral user-driven data for the development of an efficient personalization approach. The focus is on the extraction of a limited set of variables that model membership in lifestyle segments easily collectible in this environment. The lifestyle indicators are then utilized as a key element in a personalization algorithm for digital television advertisements.
Three generations, one big market: a new segmentation of India
Dheeraj Sinha, ESOMAR, Asia Pacific Conference, Singapore, April 2008
Advertisers and marketers have expended substantial resources in trying to appeal to the youth market in India, but this has largely led to the neglect of understanding the market as a whole.
Advertisers and marketers have expended substantial resources in trying to appeal to the youth market in India, but this has largely led to the neglect of understanding the market as a whole. This paper aims to segment the Indian market, and identifies three key groups that advertisers need to focus their attention on. The first is the Partition Generation, aged 45-64, born at the time of political independence, and numbering 159 million (24 million of which are urban residents in the top three socio-economic groups). The second is the Transition Generation, the members of which were born during a time of economic liberalisation and are aged 25-44; some 50 million of this segment live in the city and belong to the top three socio-economic groups. Finally, there is the No-strings generation, aged 15-24 and born to affluent parents in a more modern India; this group totals 195 million in all, numbering 27 million residing in urban India and belonging to the two three socio-economic groups.
Insights vs findings: lessons learned from the trenches
Marsha E. Williams, ESOMAR, Consumer Insights Conference, Milan, May 2007
How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to translate the learning into revenue? Findings are often nice to know; insights should be considered need to know.
How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to translate the learning into revenue? Findings are often nice to know; insights should be considered need to know. All insights are findings, but not all findings are insights. The case studies reviewed in this paper illustrate these distinctions in real business contexts.
Merging minds and matter - actionable segmentation powered by data fusion
Manjima Khandelwal, Shuchi Sethi, Daniel Jenkinson and Adam Murphy, ESOMAR, Annual Congress, London, September 2006
The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers.
The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers. It proposes segmenting consumers based on 'the cognitive mental process that underpin choice' and converging it with purchase behavior, demographics, lifestyle and media habits through data fusion of different data streams. This approach, rooted in cognitive psychology, allows us to integrate a variety of data describing consumer behavior in a way that allows us to more effectively interpret and ultimately influence it, as well as conduct in-depth segment profiling.
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