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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.
Ana Alvarez and Fiona Blades, ESOMAR, Congress, Istanbul, September 2013
This paper discusses how PepsiCo, the beverage manufacturer, is developing a 'sustainable' research approach, using the example of Brazil.
This paper discusses how PepsiCo, the beverage manufacturer, is developing a 'sustainable' research approach, using the example of Brazil. Sustainability has often been neglected or meant making a donation to charity. PepsiCo took a different approach by engaging with communities in Brazil to collect information useful to the business, and then investing in community projects. PepsiCo hopes that this project will change the way teams within the company work.
Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?
Thales S. Teixeira and Horst Stipp, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 286-296
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention.
Humor and other entertaining content, as opposed to demonstrations of product features and “selling,” are increasingly used in advertising, such as TV commercials, to attract and keep consumers’ attention. This study uses facial tracking to explore how marketers can best use entertainment in ads to increase their effectiveness in increasing intent to purchase. The findings suggest that the optimal amount of entertainment differs by type of entertainment and target group, but not by product category, and confirms that the funniest ads are not necessarily the most effective.
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.
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.
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt, ARF Experiential Learning, Re:Think conference, 2013
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI.
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.
The new dialogue of the New World: Strategic continuous dialogue with the youth through Facebook communities
Shilpa Jain, Sandeep Dutta and Shashank Khattar, ESOMAR, Qualitative, Amsterdam, November 2012
This paper focuses on a case study involving the use of an online community of Indian youth, undertaken by Coca-Cola, the soft drinks company.
This paper focuses on a case study involving the use of an online community of Indian youth, undertaken by Coca-Cola, the soft drinks company. Coca-Cola needed young Indians to become partners in its decision-making process, an initiative for which it wanted to engage them in their natural habitat. So the research team decided to meet them in an environment where young people feel comfortable - Facebook. By developing an ongoing relationship with the consumer, Coca-Cola was able to achieve low attrition rates. This approach is recommended to brand teams as it allows them to access the community in real time and use it for multiple tactical and strategic research.
From Rio to the rest of the world: How innovative research from Gatorade in Latin America is impacting worldwide
Ana Alvarez and Fiona Blades, ESOMAR, Congress, Atlanta, September 2012
This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research.
This paper discusses how Latin America's rapid development - of both the region's economy and its marketing industry - is impacting on market research. The authors also explore the opportunities, issues and practicalities of conducting research in the region, using interviews with clients and agencies. The paper also showcases the proprietary work Pepsico and MESH are jointly conducting on the Gatorade energy drink brand.
Ode to the unsung hero: How Coca-Cola is managing today's increasingly complex business reality with a global research landscape
Patricio Pagani, Javier Quiñones and Veronica Moreno, ESOMAR, Congress, Atlanta, September 2012
This paper outlines how Coca-Cola changed its approach to consumer behaviour in order to deal with an increasingly complex global beverage market.
This paper outlines how Coca-Cola changed its approach to consumer behaviour in order to deal with an increasingly complex global beverage market. It outlines how the company collects and analyses its consumer research data from over 100 countries, as well as providing advice on how to respond to pressures the market research industry faces from new entrants, methodologies and technologies. It also emphasises the importance of its "protocol custodian", who oversees the application of the newly designed global framework and ensures it remains locally relevant without compromising global comparability. The paper also provides recommendations for the research industry and examples of the type of analysis that is conducted by Coca-Cola each month.
How to continue being a culturally relevant brand? Coca-Cola and its 125 reasons to believe
Omar Fuentes and Pablo Kennedy, ESOMAR, Latin America, Mexico City, May 2012
As a 125 year-old brand, Coca-Cola needed to maintain and enhance its value as a cultural icon. The objective in Latin America was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today.
As a 125 year-old brand, Coca-Cola needed to maintain and enhance its value as a cultural icon. The objective in Latin America was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. Research focused on which global tensions affect local contexts, determining that the most relevant were feelings of uncertainty, personal responsibility for building a personal identity, a blurring of fiction and reality, and tension around time management. The final goal was to create a set of brand communication campaigns that speak to these tensions and has resulted in the "Reasons to Believe" and "Superheroes" campaigns.
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