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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.
How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. By conducting a netnography-based content analysis of all contest output, an understanding of consumers' needs and preferences underlying the submitted ideas was gained. In addition netnographic validation in independent online communities provided insights into the ideas' relevance for the general market as well as hints for further improvement.
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.
Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to consider
Jeanne Danubio and Nikhil Sharma, ESOMAR, Congress, Istanbul, September 2013
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase.
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the perspective of the increasingly connected shopper, explores the benefits/barriers to digital adoption of key consumer product categories, and considers how to integrate digital touch points that achieve success online and in-store. Results illuminate the role that various digital touch points play in influencing shoppers' purchase decisions.
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.
Discriminating between behaviour using market data from panels
Hsiu-Yuan Tsao, Leyland Pitt and Colin Campbell, International Journal of Market Research, Digital First, August 2013
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data.
Considerable research exists on stochastic models of switching behaviour that uses sequences of individual-level purchase data. While at the individual level, sample size and sequence length are limiting factors, at the aggregate level, heterogeneity with respect to purchase sequences may assist in interpreting results. The authors propose an approach to discriminate between the switching behaviour of variety seeking, indifference and reinforcement. Only the proportion of 100% loyal customers, market share data and an estimation of the promotional effect - information all available from consumer panel data - are necessary to fit the model.
The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention
Yoon-Joo Lee, Eric Haley and Kiseol Yang, International Journal of Advertising, Vol. 32, No. 2, 2013, pp. 233-253
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s.
Through an experimental design, this study examines the mediating role of attitude towards values advocacy advertising sponsored by Miller and McDonald’s. Adopting hierarchy-of-effects perspectives, the study examined the role of attitude towards the values advocacy advertising in evaluating purchase intention and issue support behaviour. The study results revealed that AValuesAdvocacyAd is a mediator for predicting issue support behaviour when consumers perceive a company’s value advocacy advertising as driven by public-serving motives. Purchase intention was directly affected by perceived public-serving motives of the advertisers. Further, a new construct, self-construal, was found as an antecedent to the cognitive construct, consumers’ perceptions towards the advertisers’ intention as public-serving.
Using response surface methodology to optimise factors in conjoint experiments
Rubén Huertas-Garcia, Juan Carlos Gázquez-Abad, Francisco J. Martínez-López and Irene Esteban-Millat, International Journal of Market Research, Vol. 55, No. 2, 2013, pp. 267-288
Identifying relevant attributes or variables is the first objective of conjoint analysis in market research.
Identifying relevant attributes or variables is the first objective of conjoint analysis in market research. As a result of technological development, today it is common for researchers to use sequential experimental methods for adjusting design factors in successive phases. In particular, in the field of consumer behaviour these models are used predominantly for assessing subjective perceptions relating to the attributes of different products with high sensorial components (e.g. food, drinks and personal care products). This paper illustrates the use of response surface methodology in conjoint experiments, allowing sequential research in which the evaluation of a choice set determines the weight of factors in the next choice set and continues until the optimum combination is achieved. To this end we have carried out a computer simulation to determine the optimal combination of ingredients for a sauce. The simulation shows that the model needs only a few steps to reach the optimal combination of ingredients. This result indicates that response surface methodology can be considered a useful tool in the field of market research and, in particular, in studies on consumer behaviour.
Russian kids and the West: So far, so close
Anna Demianova and Julia Yuzbasheva, ESOMAR, CEE Research Forum, Prague, March 2013
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).
This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries). The paper presents a holistic view of Russian kids aged between 5 and 8, from both the perspective of an insider and by contextualising this culture with that of Western Europe. Russian children watch The Simpsons, listen to Justin Bieber, aspire to have 'gangsta style' and sometimes even say 'hey' instead of the (Russian) 'privet'. But the paper also argues that, while Russian kids might appear to be similar to their Western this is merely a pitfall for international brands aiming to directly export Western marketing communication to Russia. Because the differences are not obvious from the outside, the authors argue that it is more important than ever to go beyond the surface and listen to cultural specifics.
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