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Understanding mothers in Asia: Insights from Qualitative 360
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report assesses the changing attitudes of mothers in six Asian markets: China, India, the Philippines, Singapore, Thailand and Vietnam.
This event report assesses the changing attitudes of mothers in six Asian markets: China, India, the Philippines, Singapore, Thailand and Vietnam. As women in these countries become more affluent and empowered, traditional views about motherhood are changing. More specifically, research by Ipsos showed that five main mothering techniques now predominate: enjoyment, giving, nurturing, perfecting and winning. Brands must work out which of these values they embody, and monitor emerging shifts in popular perspectives to tap new opportunities.
Fit the brand to the social identity
Guy Champniss, Admap, December 2013, pp. 10-12
Using research from social psychology, this article argues that consumer identities frequently change, meaning that by the time a brand has adopted a positioning, the consumer may have moved on.
Using research from social psychology, this article argues that consumer identities frequently change, meaning that by the time a brand has adopted a positioning, the consumer may have moved on. To combat the effect of multiple identities and the dominance of one according to context, brands should create their own social categories. An example of this being done by Jeep, the car manufacturer, is given. To be successful, the group positioning has to be psychologically compelling with distinctive value in being a member.
China's silver surfers
Theresa Loo and Sirius Wang, Admap, December 2013, pp. 42-43
This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group.
This article discusses the changing behaviour of people aged over 55 in China, arguing that using age alone to target consumers is ill-advised as there is much diversity within this group. Older people in China tend to be more financially secure, active and digital-savvy than previously. A significant number of products older people consume are bought for them by someone else and marketing should allow for this. There is a strong tendency towards rational, money saving purchasing habits, but an exception is often made when purchasing for grandchildren. Older Chinese consumers are increasingly shopping online, presenting an opportunity for marketers to gather data and deliver appropriate communications.
Automotive in the UK: Are the wheels coming off for Generation Y?
TNS, November 2013
This research looks into the differences in opinion about car ownership and usage between two generations in the UK, 18-29 years (Generation Y) and 30-45 years (Generation X).
This research looks into the differences in opinion about car ownership and usage between two generations in the UK, 18-29 years (Generation Y) and 30-45 years (Generation X). It shows that Generation Y consumers do not see car ownership as an important measure of success and are more likely to manage without a car. However, the research indicates that these consumers still want to drive and see the benefits of car ownership; it also suggests that it is likely to be the difference in lifestage between Generation Y and Generation X that is dictating ownership levels, with more of the younger Generation Y consumers being city-based, where public transport is quicker and cheaper. Moreover, both groups that live in cities are looking for alternatives to car ownership, such as through car sharing. The article includes suggestions for how to meet the needs of these city dwellers.
Trends Snapshot: Brands and niche social networks
Stephen Whiteside, Warc Trends, Snapshot, November 2013
This article describes how social networks based around specific interests and features can empower brands to connect with smaller numbers of highly relevant and engaged consumers.
This article describes how social networks based around specific interests and features can empower brands to connect with smaller numbers of highly relevant and engaged consumers. It highlights some of these platforms and the brands that are making use of them, including activity by Nasty Gal, a fashion brand, which has seen a direct effect on sales. It has a strong presence on sites where shoppers post pictures of clothes they like, which are then linked to Nasty Gal's online store. The drawbacks of these sites are that few have significant scale and so brands must engage with multiple sites to increase reach, and few have established advertising platforms in the way that the larger social networks do. However, smaller sites could become valuable testing grounds, as by engaging with consumers on the level of their passions they can allow for direct and substantive interactions. Next steps for marketers are included.
The connected consumer
David Shiffman, Admap, November 2013, pp. 44-45
This article explains the importance of brands connecting with communities, using the example of Duracell, the battery brand owned by Procter & Gamble, during Hurricane Sandy.
This article explains the importance of brands connecting with communities, using the example of Duracell, the battery brand owned by Procter & Gamble, during Hurricane Sandy. Community helps brands to create meaningful experiences, as the vehicle for sharing and brand amplification. Community involvement is a proxy for an individual's affinity for a topic and can be used to drive scale. Communities must be analysed individually as communication within each may vary, and the reasons for participation should be understood. Community-based marketing can be used to understand how best to access the target group. In the lead up to the Hurricane Duracell ads contained preparedness messages and sponsored an app which allowed users to see which of their friends were in an at-risk area. After the Hurricane, Duracell used crowd-sourced information on power outages to target distribution of batteries.
UBS and the changing financial services customer: Seniors, women, and family influence
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing.
This event report describes the understanding UBS, the financial services company, has gained regarding changing consumer habits in the US and how this impacts on its products and marketing. The company has identified three phases of retirement amongst US seniors: 'transition', where people reduce their working hours; 'my time', where the focus is on leisure; and the 'last waltz', where life slows down and health is a greater focus. Research found that seniors do not regard themselves as 'old' until they lose independence. It was also found that large numbers of baby boomers provide financial support for their parents or children, and sometimes both. UBS is considering how new products marketed towards family needs could be developed. The way financial services are marketed to women is also being evaluated as older women tend to live longer than men and possess significant wealth. The workplace is also being considered by the company as an opportunity for increased marketing activities, as colleagues of current customers are often desirable potential customers.
Reaching risk-averse shoppers: Insights from the Future Foundation
Emily Barley, Event Reports, nVision Global Client Conference, October 2013
This event report discusses one of the primary themes from the Future Foundation's Global Client Conference: that of growing risk-aversion among shoppers.
This event report discusses one of the primary themes from the Future Foundation's Global Client Conference: that of growing risk-aversion among shoppers. While this habit began to manifest itself during the financial crisis, it appears set to remain a feature of the consumer mindset, offering opportunities for brands able to position themselves as helping customers overcome worries and difficulties in everyday life. Generating deeper insights, and using new technologies, will also be important to engage this new breed of consumer.
How segmentation helped Teach for America reach millennials
Stephen Whiteside, Event Reports, The Market Research Event, October 2013
This event report describes how Teach for America, the not-for-profit teaching recruitment organisation, targets millennials.
This event report describes how Teach for America, the not-for-profit teaching recruitment organisation, targets millennials. The organisation must receive over 50,000 applications every year in order to recruit 5,000 quality trainees, and found itself to be falling short of this number. 97% of Teach for America's applicants and 75% of its alumni are millennials, but a broad strategy targeting the entire demographic had proved fruitless. Research was used to segment the generation into six groups based on psychographic information rather than demographic features. Three of these were selected as appropriate targets and a marketing campaign focussing on them was formulated. Three characters representing each of the segments were created and followed through their Teach for America journey in the campaign. Surveys at the application stage confirmed that the target groups had been reached.
Reaching the moms of tomorrow: How Kimberly-Clark targets Generation Z
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event-report describes insights that Kimberly-Clark, the personal care paper products manufacturer, has identified regarding Generation Z (those born after 1994) in the US, with importance placed on personalisation and digital services.
This event-report describes insights that Kimberly-Clark, the personal care paper products manufacturer, has identified regarding Generation Z (those born after 1994) in the US, with importance placed on personalisation and digital services. The company has identified key lifestages including puberty and motherhood which offer opportunities to attract people to the company's brands. Generation Z expects digital to be integrated into the retail experience, with information and advice available 24 hours a day. They enjoy personalisation, self-expression and customisation online, and brands should consider how this can be extended in-store, including through digital. This generation has strong feelings of social responsibility, and therefore brands which do good are important to them.
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