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Uncompromising intimacy - The route to transformational ideas: Getting up close and personal to unlock a company's potential for transforming healthcare
Anita Black and Neil Rothstein, ESOMAR, Qualitative, Valencia, November 2013
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company.
This paper explains how research was used to identify key target groups for a new product by 23andMe, a low-cost personal DNA service company. The company is set on empowering individuals to make better health decisions and building a DNA database to accelerate scientific discoveries and improve global health. However most people are still unaware of the service and DNA testing is rich in misperceptions and concerns. The research created intimacy in order to understand why existing customers had used the company's service and how it had impacted on them. This research led to the creation of an advertising campaign which focussed on giving consumers simple information about DNA testing in general and 23andMe's service, and sought to normalise DNA testing.
Let's go game!: Borders of advantages and gains for gamification compared to in-depth-interviews
Fernando Akira Yagi , Luiz Marcelo Abate de Siqueira and Luzia Celeste Rodrigues, ESOMAR, Qualitative, Valencia, November 2013
This paper addresses gamification versus the traditional qualitative approach. Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face qualitative surveys.
This paper addresses gamification versus the traditional qualitative approach. Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face qualitative surveys. Techniques and findings of differences between gamification and traditional qualitative approaches are presented to support future decisions on the most appropriate and effective methodology. It is recommended as providing a friendly environment for participants to let down purportedly formal assumptions.
Ads are watching me - A view from the interplay between anthropomorphism and customisation
Marina Puzakova, Joseph F. Rocereto and Hyokjin Kwak, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 513-538
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous.
With the advancement of technological platforms, the use of recommendation agents that can provide highly customisable solutions has become more ubiquitous. Marketing academics and practitioners alike have begun to investigate various communication styles and functionality designs of such decision aid systems. One variant of a design of a recommendation agent is to imbue it with humanlike features (i.e. to anthropomorphise it). However, academic research is silent with respect to whether this type of design would lead to more favourable consumer evaluations. To fill this gap, our research investigates the downstream consequences of anthropomorphising a recommendation agent, when the recommendation itself may require the exchange of personally sensitive information, and the message is customised. The results of two experiments reveal that, when a message is customised, the effect of an anthropomorphised recommendation agent on attitude towards the advertisement is predominantly negative and is mediated by consumers’ unwillingness to provide personal information to an anthropomorphic recommendation agent, as well as by greater psychological resistance towards the advertisement. Our research concludes with theoretical and practical implications, as well as further research directions.
Creative Lab: How a local target group inspires global strategy
Henrike Reinhardt and Eva Kulla, ESOMAR, Qualitative, Amsterdam, November 2012
This paper describes how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia, the Danone-owned advanced medical nutrition company.
This paper describes how traditional qualitative research was tailored to make target group insights directly actionable for Nutricia, the Danone-owned advanced medical nutrition company. It also demonstrates how this research further allowed a cross-functional team of global and local managers, a creative agency and market researchers to work together on the launch of a successful communication campaign.
Dietary supplement advertising in the US: a review and research agenda
Denise E. DeLorme, Jisu Huh, Leonard N. Reid and Soontae An, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 547-577
Dietary supplement advertising is an important, yet neglected, advertising research subject. This article overviews the US dietary supplement industry, describes advertising practices for dietary supplement products, and reviews the existing research on the topic.
Dietary supplement advertising is an important, yet neglected, advertising research subject. This article overviews the US dietary supplement industry, describes advertising practices for dietary supplement products, and reviews the existing research on the topic. Based on the literature review, we offer a research agenda for advertising researchers around the world to stimulate and guide future investigations of dietary supplement advertising.
Scepticism towards DTC advertising: a comparative study of Korean and Caucasian Americans
Jisu Huh, Denise E. DeLorme and Leonard N. Reid, International Journal of Advertising, Vol. 31, No. 1, 2012, pp. 147-168
Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA).
Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA). This study investigates and compares scepticism towards DTCA between Korean and Caucasian Americans and the relationship of cultural values (collectivism vs individualism) and acculturation to DTCA scepticism. The results reveal that, while the difference in DTCA scepticism between Caucasian and Korean Americans was non-significant, Korean Americans' acculturation level influenced DTCA scepticism within this segment and collectivism was the only significant predictor of DTCA scepticism. The findings are discussed relative to previous research on DTCA scepticism, and managerial implications are offered.
Culture: Insight's third space - Conducting and integrating cultural analysis to drive brand value
Julie Curphey, Andrew Dexter and Leanne Tomasevic, ESOMAR, Qualitative, Vienna, November 2011
This paper argues that culture - routinely ignored by "traditional" market research - can be an inspiring and effective source of insights for developing brand strategy and innovation, especially when combined with more consumer-centric methods.
This paper argues that culture - routinely ignored by "traditional" market research - can be an inspiring and effective source of insights for developing brand strategy and innovation, especially when combined with more consumer-centric methods. It illustrates this with a detailed case study of a research project undertaken by Pfizer to identify new opportunities in the women's health market in Europe. The pharma company used a three-stage process of mapping the category’s cultural and consumer orthodoxies; identifying new opportunities and cultural tactics; and crafting a brand and innovation strategy. The project identified a range of macro changes taking place in women’s health (e.g. women's new achievements and growing confidence, and a shift from health being seen as "binary" to encompassing a wider "wellbeing"). The project enabled Pfizer to message women effectively across Europe, it challenged how it launched new pills globally and led to a restructuring of the company. The paper concludes that market researchers are ideally placed to develop strong frameworks for cultural analysis and integrate these into their work with powerful impact.
Health Organizations' Use of Facebook for Health Advertising and Promotion
Hyojung Park, Shelly Rodgers, and Jon Stemmle, The Journal of Interactive Advertising, Vol. 12, Issue 1, Fall 2011, pp. 62-77
The purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes.
The purpose of this study is to examine how health organizations use interactive features and social media channels on Facebook to manage their brand for advertising purposes. A content analysis of 1,760 wall comments on health organizations' Facebook pages reveals that nonprofit health organizations are more active in posting to Facebook than any other health organization examined. However, nonprofit health organizations do not take full advantage of interactive features or other social media channels. Government agencies and schools/universities exhibit the broadest use of interactive features; health care institutions appear more devoted to integrating social media channels with Facebook than the other types of organizations. Overall, health organizations strategically use branding and advertising techniques to manage their image and promote their brands. Still, there is room for improvement to take better advantage of various social media tools for consumer-generated advertising and viral marketing.
Damage Control: Limiting the Fall-Out from Deceptive Advertising
Katherine L. Twomey, John G. Knight and Lisa S. McNeill, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 394-403
Deceptive claims in advertising can cause serious damage to a firm’s reputation. Prior research revealed that consumers who recognized deception in an advertisement in turn generally would develop a negative perception of advertising.
Deceptive claims in advertising can cause serious damage to a firm’s reputation. Prior research revealed that consumers who recognized deception in an advertisement in turn generally would develop a negative perception of advertising. The authors explore the issue of how a company can recover consumer trust after being caught in a deceptive advertising episode. In particular: GlaxoSmithKline, among the world’s largest pharmaceutical companies by turnover, pleaded guilty in 2007 in a New Zealand court to making misleading health claims relating to Ribena blackcurrant fruit drink. Lessons are derived from this high-profile case and the company’s attempts to recover its reputation by means of television apology.
Rx for Brand Consistency. Should Pharmaceutical Marketers Send Different Messages to Physician and Consumer Audiences?
Kim Saxton, Journal of Advertising Research, Vol. 51, No. 2, 2011, pp. 380-393
Pharmaceutical marketers in the United States wrestle with an interesting dilemma: should they maintain similar advertising across their two target audiences—physicians and patients—or should they customize advertising for each? This study explores the relationship between advertising similarity and advertising effectiveness.
Pharmaceutical marketers in the United States wrestle with an interesting dilemma: should they maintain similar advertising across their two target audiences—physicians and patients—or should they customize advertising for each? This study explores the relationship between advertising similarity and advertising effectiveness. It finds that similarity of advertising message strategy is unrelated to advertising effectiveness while advertising execution-similarity is negatively related. This pattern of effects holds even when patients are the drivers of brand choice. These findings reinforce the idea that advertising should be finely honed to target customers’ needs even when two different customers interact in brand choice.
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