Qualitative 360 Asia Pacific 2013 took place in Singapore in November 2013, and some videos are now available:
Winning with shoppers via qualitative research [23:57]
Michael Biscocho, Consumer and Market Knowledge Manager, Procter & Gamble
• Leveraging qualitative techniques to complement quantitative methods in consumer behavior
• Exploring FMCG consumer decision making through qualitative research engagement
• Harnessing different methodologies of qualitative research to gain better understanding of market trends
• Implementing qualitative methodologies as part of overall research to develop retail strategies
Taking qualitative research to the cloud [33:38]
Jasmeet Sethi, Regional Head of ConsumerLab, Ericsson
• Learning the art of how to transform qualitative research from a 12 year old kid.
• How could you build and run on-demand insight communities with zero investment?
• Case study from Ericsson on the first ever ‘Over the Top Qualitative Research’
Tapping into the informal economy to create new opportunities for innovation. A case study in recycling and push cart aunties [24:45]
Juliana Koh, Director, Consumer Faces
Manisha Dikshit, Managing Director, Consumer Faces
• Informal economy is a large contributor to the global economy and presents several opportunities/learning for the commercial world
• This paper presents a case study to understand the role of informal economy and how it can be applied in commercial businesses
• The paper further provides pointers on how the corporate/formal world can implement this
Achieving maximum insights from challenging consumers using ethnography for product development in China and Vietnam [27:38]
Christelle Michon, APAC Sensory and Consumer Insights Manager, Symrise
• Understanding the culinary habits of low income consumers in Vietnam through ethnography
• Observing the fun and excitement of kids related to foods in China
• Benefits and challenges of using ethnography: what were the lessons learned?
• How actionable insight were achieved and used for new product development in Symrise
Exploring the meaning of digital: a case of ethnographic research on mobile life in Singapore [26:33]
Masao Kakihara, Senior Research Manager, Google
• How Google does research globally and locally
• Making sense of the meaning of digital life in Asia
• Methodological challenges in the age of big data
Great Wall, Great Reward: finding design-actionable insights for medical devices in China [28:43]
Tico Blumenthal, Global Customer Insights Manager, Medtronic
• Learn how qualitative research is used to drive applied medical device innovations
• Hear a thought-leader introduce examples of how medical devices can be optimized for Chinese customers
• Understand the designer’s viewpoint when filtering observational data
• Hear about some of the unique challenges doing qual. in China
• Tips and tricks for getting better insights
Performance discovery project: emerging market update [25:31]
Ajay Mohan, Director of Partner & Web Marketing APAC, Intel
• Understanding what “performance” means to customers and how they respond to advertising and branding
• Using visualisation techniques to gain unarticulated emotional drivers and emotions behind “performance”
• Employing trained professionals to conduct “therapy” interviews across US, Brazil, China, Germany and India
• Discussing the outcome of the research: What have we learned and how new insights help answer business questions
Digital Qualitative: from add-on to core research [29:25]
Nehal Medh, Managing Director, Consumer Experiences, GfK
• Can online qual methods replace offline qual?
• What advantages do they offer?
• What are the pitfalls we should be aware of
• What are the best ways to engage and motivate the participants in an online qual research?
• Within online what potential does mobile qual research have?
• Going beyond the obvious online tools such as bulletin board, focus group?
Consumer understanding through unarticulated responses and points of expression [26:48]
Marilyne Chew, Head of Qualitative, Nielsen
• Understand how Neuroscience insights are working to make a discussion flow sharper and more precise
• Identifying ways Neuroscience and Qualitative works best together
• Overcoming the challenges of combining the two methodologies in a research study
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Experientia has now its own Twitter feed. Four months of Putting People First posts and other links have already been uploaded. If you followed Experientia on Twitter through the feed of its CEO, Mark Vanderbeeken, make sure to now also follow the company (but don’t unfollow Mark, who will keep on tweeting away). And while […]
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