In this current online era, understanding the “why’s” behind the “wants” is still so critical, and underlines why Qualitative Research has not lost its place of importance for marketers.
Read about how Coke brand managers in Australia used consumer insight to figure out what they needed to do to re-energise the brand, and how they used research to then involve the consumer in tweaking the campaign once the initial launch was deemed a success. ….Australian young people loved that the brand was big and iconic, but didn’t feel the brand spoke to them..it was getting “too big for its boots”. Marketing Management decided they needed a disruptive idea to capture the country’s attention, and Project Connect, as it was known internally, was born. The “Share a Coke” campaign which invites people to express themselves through a bottle of Coke has had huge success around the world, and is a great example of how deep diving into the way people feel about your brand can generate ideas that can make a huge impact. This ingenious campaign has now reached Jamaica, with labels such as “Fambily”, “Sistren”, and “Bredda” to appeal to our local market.
Source: NPD Group
Small-medium companies often believe that market research isn’t feasible for them in their small corner of the market and that it’s best left to the major multinationals. The potentially expensive cost of market research is also a deterrent to would be smaller companies.
Here’s a look at how one small company leveraging market research in their sector went toe-to-toe with the big guys.
Source: Harvard Business Review
It seems like every company is trying to tap into the Millennial market. And for good reason: this year, Pew is predicting they will overtake the Baby Boomers in number, with around 75 million people in the U.S. under 34. And they are reaching an age of independent consumption, starting to have children, and becoming a presence in the workforce.
In the past, Jamaica has been labelled as the most homophobic country in the world. Our data suggests otherwise given that the majority of Jamaicans now state that they feel comfortable around LGBT’s. We note however, that in spite of the perceptions that people are becoming more tolerant, very few believe that the laws about same sex relations should change.
Contact us today to include your questions in the next wave of Consumer Pulse – the deadline for inclusion is February 9th! Marketing Strategy Ltd. 15 Herb McKenley Drive Kingston 6, JAMAICA tel: 876.978.3236, 876.618.3236 email: firstname.lastname@example.org