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Fiona
Cameron
Director, R&D
ACNielsen Australia
Many of the 100
plus countries ACNielsen operates in are developing markets
so a research problem we frequently see is helping marketers
decide how to introduce global branded products to new customers
in developing markets.
In recent times, multi-national companies have succeeded in
convincing people in different parts of the world to apply
the same international solution to local problems often replacing,
or reducing, the use of local products.
Sometimes the superior quality of the international product
makes this easier. Often better marketing, sales and distribution
systems give international brands advantages. But what can
marketers do when the advantages of their product are unfamiliar
to the local customers and using them involves people changing
long established habits?
A recruitment ad for this kind of marketing job should read:
“Seeking an individual who can make millions of people
change the way they (select category) – care for their
hair / eat breakfast / socialise / look after their pet /
manage their finances.”
Case Study
Recently, ACNielsen | Qualitative researchers used DeltaQual
to examine two situations where multinational companies needed
to convince mothers to change what they fed their children.
These were both rapidly developing markets with growing middle
classes.
In deciding to use the client's products, mothers were negotiating
disapproval from relatives, uncertainty about preparation,
the disruption of household routines, perceptions of ill effects,
and beliefs about suitability.
We recruited mothers who had changed what they fed their children
to understand how it had happened. In DeltaQual discussions,
we pieced together the history of how habits and beliefs are
formed (the Omega Rules), how they become reinforced and then,
how they change. By understanding how people change in response
to events (Delta Moments), we can start to identify ways in
which wider change could occur in the market.
Delta Moments in these cases included foreign television programs,
specific promotions that clicked with kids and mothers, influential
peers, influential and gatekeeper child professionals, and
often, it took a series of such moments to switch behaviour.
How do Delta Moments impact rules/habits?
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