18-20 March 2015
Cologne University of Applied Sciences, Germany
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D 2: GOR Best Practice Award 2015 Competition I
Climbing down from the conscious tip of the iceberg – Discovering the unconscious mind of crossdigital consumers
1Hamburg Media School, Germany; 2TOMORROW FOCUS Media GmbH, Germany
Relevance & Research Question: In a fragmented media environment with diversified consumer preferences and missing cross platform insights, advertisers are challenged to plan effective communication strategies. Steele et al. (2013) could show in their study that unconscious processes influence multi-platform effectiveness. Additionally knowing that “consumers are no longer considered as completely rational, because emotions, unconscious and automatic processes, play a central role in generating behavior” (Bechara and Damasio 2005; Camerer et al. 2005), the present study aimed at creating a methodology, which helps explaining implicit effects of crossdigital communication. To generate additional insights, the cooperative project of academic researchers (Think Tank Media Management) and a digital content marketing company (TOMORROW FOCUS Media) examines:
(1) How is advertising effectiveness changing if consumers have contact to several digital devices?
(2) Which combinations of digital devices lead to a higher activation and emotional engagement of the consumer?
(3) Is there a mere-exposure effect for crossdigital advertising contact?
Methods & Data: The authors gathered data across four stages with three advertisement contacts (online, mobile, tablet) of an artificial brand using neuroscientifical approaches (eye tracking, EEG, an implicit association test (IAT)). Combined with traditional online survey and consumer choice simulation a more complete picture of crossdigital media effects could be gathered.
Results: The eye tracking technology generated data about the visual perception of the participants, e.g. fixation duration. By simultaneously using mobile EEG technology the authors collected data about the cognitive state of the participants. The following IAT added information about cognitive changes in brand preferences after campaign exposure. An online questionnaire including well-established brand and advertising effectiveness variables supplemented the results. Basically, it could be pointed out how crossdigital media combinations are engaging compared to mono channel communication. However, mono platform communication seems to trigger consumers emotionally. It discovers important facts about the assumption of mere-exposure effects in advertising displayed on multiple media touchpoints.
Added Value: This unique combination of explicit and implicit methods creates a more complete picture of how consumers behave in a crossdigital environment. Since people are often unwilling or unable to report what they feel, the cooperative study is designed to overcome the gaps between self-report and reality. The research project delivered implicit data, which helps marketers to better understand the impact of crossdigital combinations on the effectiveness of communication strategies.
Creating New Grounds for Insight Generation in the Healthcare Market
1EARSandEYES GmbH, Germany; 2MCM Klosterfrau Vertriebsgesellschaft mbH
Relevance & Research Question:
Thorough qualitative insight generation is the key success driver in the product innovation circle. The healthcare market (OTC) is particularly challenging in that respect, being a market with very complex needs and diverse stakeholders in a highly regulated environment. The task was to provide meaningful insights for the development of a new OTC product range for Klosterfrau.
Methods & Data:
We used latest qualitative mobile and online research tools and trend research in a unique combination.
In the first step, the app MindJournal and an online discussion board were applied. The app makes use of mobile specific advantages for qualitative research. It was used like a diary and documentation tool, ensuring ethnographic exploration of the target group. The online discussion board brought together respondents who had previously engaged in the app to identify specific product indications as well as barriers and limitations.
In the second step, trend research in global innovative cities gathered information on advanced products that overcome previously identified barriers for product development.
Finally, the proprietary TrendMap that figures mid and long term sociocultural trends was used to locate and condense results from the previous steps.
App and discussion board explored the target group’s motivations, attitudes and needs in terms of product relevant behavior. Furthermore, promising ranges of indication including product benefits as well as specific expectations and limitations of a potential product range were identified.
Trend reporting delivered rich data in terms of market understanding and product / range specific solutions. The material is used as stimulus material in the idea and concept generation phase.
In order to determine which of the gathered consumer and product insights match human needs in the long term and are thus most promising for product development, they were correlated to socio-cultural trends deployed in the TrendMap.
The combination of qualitative mobile and online methods allows raising very precise data resulting in meaningful and relevant insights. Trend research enables to evaluate chances of market success for product ideas and innovation platforms very early and delivers “eye openers” that are fundamental for the creative process.
Exploring the Web of Sustainability – Understanding Consumer and Stakeholder Groups
1Linkfluence Germany GmbH, Germany; 2Eckes-Granini Group GmbH
Relevance & Research Question:
Eckes-Granini is a global leader in the juice sector. Since sustainability has become a major topic for both consumers and companies, Eckes-Granini wanted to explore this subject from a pure consumer perspective, which is not biased by social desirability, and therefore decided to conduct a web research project. To adjust CSR activities and the communication strategy or for future product developments, it is crucial for them to understand, how consumers in their major markets Germany, Spain, Finland and France perceive sustainability and which parts of their everyday life are affected by it.
Methods & Data:
This study was a pure digital research project. We build a data set of relevant blogs, forums and websites for each country. This sustainability actors were gathered through a self-programmed crawler and then qualified technically as well as manually based on their connection to sustainability topics, their hyperlink structure and their relevance inside the web. After that we were able to cluster them into different sustainability tribes which can be seen as digital target groups. This sample was the basis for netnographic and qualitative content analysis.
We found out that in all four markets sustainability is a highly discussed topic, but with country specific differences. The selection of discussed topic by consumers ranges from pragmatic waste reduction to creative DIY fashion made from recyclable materials. This variety shows that sustainability has a lot of faces and is not limited to food from organic cultivation. In the context of food especially for Spaniards and Finns regionality drives the buying decision even more than organic labels. This is mainly reasoned by supporting the local economy in contrast to an industrialized production, which suffers from a lack of trust. In this study we gathered lots of consumer insights and inspirations on e.g. trends in functional (“super”)food.
This is the first exhaustive study on consumer’s conversations on sustainability in the web in four European countries. With this approach, we were able to answer Eckes-Granini’s research questions by identifying and exploring the “ecosphere” of sustainability without being limited by priorly defined hypothesis or biased responses. The study also validates the potential of netnography, which allows the identification of consumer insights and future trends.
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Conference: GOR 15
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