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Recreating AlaTurca: Consumer goal conflicts as a creative driver for innovation
Deger Ozkaramanli, Steven Fokkinga, Pieter Desmet, Erkan Balkan and Eapen George, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey.
This paper discusses the challenges faced by consumer insights teams, with reference to a case study of an innovation project with the brand AlaTurca, a salty snack brand owned by PepsiCo, in Turkey. In order to achieve radical innovation, companies require an increasingly deep understanding of consumers' wants and needs. Three challenges that consumer insights teams are faced with are detailed, and a design-driven approach offered that uses a combination of theory and hands-on experience. Specifically, the approach outlines how to capture truthful consumer needs through emotions, how to structure and prioritise them using consumer goal conflicts, and how to maintain and communicate insights throughout a project with narratives.
Can advertising influence the results of hedonic tests for food products?
Christian Dianoux, Dan Petrovici and Anne-Laure Minondo, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 617-632
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand.
This study questions the relevance of advertising in hedonic tests. A consumer experiment (N = 305) points out that the outcomes of a hedonic test of three different recipes vary significantly according to whether they are preceded by a real TV commercial, a simple presentation of the advertising concept or only the name of the tasted brand. Four experimental designs indicate different preference rankings, which have distinctive managerial implications. In particular, this study points out the need to integrate advertising into hedonic tests at a very early stage of new product development process. Limitations and future research avenues are finally discussed.
Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking
Chun-Tuan Chang and Chien-Hun Tseng, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 559-585
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals.
Despite the prominent use of sexual appeals in advertising, little is known about how consumers process messages that contain explicit versus implicit sexual appeals. This research presents the results of two studies that tested whether product type and individual consumer differences in sensation seeking moderated the effects of sexual appeal type. In Study 1, we conducted an experiment and found that an explicit sexual appeal was more effective in promoting a sexually related product, while an implicit sexual appeal was more effective in promoting a non-sexually related product. The above-mentioned results only held for high sensation-seeking participants, not for those who are low sensation seekers. In Study 2, we used a different manipulation of product type and replicated the results. The findings underscore how important it is for marketers to learn more about how different sexual appeals work. The findings also illuminate how practitioners can avoid negative consumer reactions to a sexual appeal.
Emotion and inspiration at the Van Gogh Museum: How emotion-based visitor research can create engaging brand experiences
Laurine van de Wiel and Saskia Brocx, ESOMAR, Congress, Istanbul, September 2013
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience.
This paper describes audience research undertaken by the Van Gogh Museum, the art museum in the Netherlands to understand the emotions that drive consumer engagement and experience. Museums are under pressure to be financially self supporting and to cater for a range of international tourists, with audience research being used to understand how to achieve this. Research around museums has traditionally ignored the role of emotion in visitor satisfaction: this study sought to fill this gap. The research approach and its application to strategic decision making are explained. The museum used a customer profile 'the easy going connector' to develop a more sociable, carefree and inspiring positioning.
The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
How Does Your Cappuccino Feel?: Using synaesthesia to create a visually interactive experience of flavour
John Pawle and Dominique Delfaud, ESOMAR, Best Case History Award, Congress, Istanbul, September 2013
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands.
This paper uses a case history of the Mane Flavour Company, the fragrance and flavour manufacturer, to discuss the importance of engaging consumers' senses with products and brands. Mane has developed an innovative diagnostic approach to flavour testing, by measuring emotional responses using the principles of Synaesthesia (a neuro-psychological mechanism). This technique has now been used for taste testing in a number of different product categories in Russia, the UK, France and Germany. This paper focuses on the latest test completed on instant flavoured cappuccino in the UK, which allowed the company to create 'flavour profiles' of emotions associated with specific flavours. These profiles will be used in brand positioning.
Old Meets New: Word association, implicit tests, emotions and eye tracking in the global market
Alejandro Salgado-Montejo, Carlos Velasco, Sebastián Olier, Milena Sabogal and Charles Spence, ESOMAR, Congress, Istanbul, September 2013
This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services.
This paper discusses the application of new research methods from different fields, such as psychology, marketing, neuroscience and behaviour science, to market research into how people respond to brands, products and services. Focusing on packaging, three case studies are used to demonstrate how traditional and new techniques can be integrated to generate actionable insights. Participants from different regions are compared, using word association tests, sound symbolism scales, facial expression and emotion questionnaires, as well as eye tracking. The implications of employing these methodologies for exporting products and entering new markets is also discussed.
Do Emotions in Advertising Drive Sales?: Use of facial coding to understand the relation between emotional ads and sales effectiveness
Daniel McDuff, Rana El Kaliouby, Evan Kodra and Laurent Larguinet, ESOMAR, Congress, Istanbul, September 2013
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales.
This paper examines the impact of ads that evoke emotions and are entertaining or are memorable on product sales. Research was conducted to quantitatively measure tacit emotional response to ads through facial recognition, with this information then matched to sales data. Data was collected for over 140 ads in four countries and used to identify the emotional trajectories that are most predictive of sales. It was found that amusement was the strongest predictor of sales. The findings of the research are explained and the ways in which the methods used could be applied to other areas of market research discussed.
Using Neuromarketing to Discover How We Really Feel About Apps
Melody Adhami, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile.
Mobile marketing agency Plastic Mobile and neuromarketing firm True Impact Marketing use cutting-edge neuromarketing technology to determine what really resonates with users when browsing, selecting and purchasing items on mobile. The two firms used brain-imaging technology to gather insights on how users are feeling and reacting to mobile commerce experiences. Thirty participants used the iPhone to navigate three transactional applications through a pre-determined purchase path while using EEG and eye tracking hardware. These devices analyzed the emotional and attentional activation of the brain, and what aspects of the applications saw the most visual attention. Participants were asked to complete two surveys, one before and one after using the applications, to garner information on the implications of mobile applications to brand perception. Results showed that users do not always say what they are really thinking or seeing, that apps have a significant impact on overall brand perception and that user experience impacts on whether or not the user shops in the app.
The Effects of Interface Design of Hand-Held Devices on Mobile Advertising Effectiveness Among College Students in China
Wenjing Xie, Yunze Zhao and Wenya Xie, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China.
Mobile advertising has gained great popularity in China over the past decade. However, there is still a lack of understanding of what factors may influence mobile advertising effectiveness in China. This study employs mobile marketing theories and examines how the interface design of hand-held devices influences mobile advertising effectiveness among college students in China. A survey with 442 undergraduate and graduate students was conducted in Beijing in 2011. Results indicate that the interface design of the hand-held devices, especially the ubiquitous feature, large screen size, advertisement size, and ease of use, will foster a positive emotion, increase Chinese college students' arousal upon receiving mobile ads, and increase purchase intention. Theoretical and practical implications and suggestions for future research are discussed.
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Emotional and sensory appeals
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