Reprinted from TrustedPeer
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TrustedPeer Expert, TrustedPeer, Inc.
- Global Insights (Market Research) Team Leader enabling smarter business decisions for increasing Brand Value and improving Business Results.
- Primary focus is the Global Financial Technology area, with unique broad and deep expertise in Global Brand positioning and tracking, Reputation and Sponsorship research.
- Led and refreshed Global Tracking Studies (Brand Equity Tracker, Ad Tracker, and Sponsorship Tracker) in 30 countries.
- Directed an extensive 10-country, foundational global quantitative positioning study, that provided key input into refreshing Visa’s global brand positioning and tagline.
- Led various complex global research efforts into Brand Architecture / Identity, Naming, Card Design, and other brand related topics.
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Global Brand Research, Positioning and Tracking
TrustedPeer Expert, TrustedPeer, Inc.
- Global marketers increasingly use demographic segmentation or more sophisticated approaches such as personas.
- Analyzing results for each country is a natural step in international marketing research.
Marketers are also breaking out demographic segments, for instance Millennials (also called Generation Y). People in this group mostly are born just before the turn of the century or right after, and they are digital natives, meaning they grew up with electronic communication and the Internet available. As such they cannot recall a time when things were not researched or bought online. This can have implications for brand presence in the online space. They want something that works smoothly and is also cool. They live in an Internet driven world of social media and apps.
A more sophisticated approach to consumer segmentation would include a multitude of variables, and can include attitudinal, behavioral and media behavior, for instance, by defining personas.
- Social media are growing in importance and are being integrated more effectively into multi-channel campaigns, and being used as part of a research program.
- An important question is how to use social media in a meaningful way for global marketing and research. Adoption and usage of certain platforms (such as Facebook) can be different from country to country. Overall, it is important to have an advertising strategy and research plan that looks across – and synthesizes learning across – all channels (for example, TV, radio, print, online, social media) used in one particular country.
- Online methods of data collection are being used increasingly for primary research in many countries.
- In many of the more developed countries such as the U.S., Canada, Australia, and European nations, most of the data collection is done via online methods. Respondents fill out surveys while sitting in front of a computer, or using a tablet or mobile phone.
In some other countries, Internet penetration and broadband access have not been as widely developed, but that is changing from year to year. More and more people globally are using the Internet, and for more and more countries it is possible and valid to conduct research online.
Further, it is not just about online quantitative surveys, but also qualitative research– online focus groups, for example. It works much like a traditional focus group that brings people together to sit around a table with a moderator, except it is all happening on a computer screen.
- More companies are valuing the cultural differences explored and the insights gained from rigorous international research.
- Increasingly, global marketers are recognizing the importance of rolling out brand campaigns that address cultural differences and nuances in how people perceive certain brands. They are using global research results to gain the needed information, and use insights for optimizing marketing campaigns. By addressing differences from country to country, a brand can further improve its position there and strengthen the relationship between the brand and target consumers.
- The speed of information gathering in global research is constantly increasing.
- New technologies have enabled much faster ways of gathering information and obtaining feedback from consumers.
This is important because you can get answers quickly to critical questions that would have taken much longer to answer before. This, then, increases the speed of the feedback loop available to marketers. It allows you to react to the market and improve your marketing program virtually on a real-time basis. Social media is a prime example.
Another example would be online communities. These are pre-recruited groups of panels of respondents. You can post questions to an online community, and get feedback very quickly, certainly within days.
Global Brand Research, Positioning and Tracking: Key Trends