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Base n1000NationalRepMalaysia Outof100 whatistheproportionofyourmonthlypersonalincomethatyouallocateonthefollowing Others PersonalIncomeAllocation SMShasthehighestshareofusage whichis10 morethanvoicecalls MobilePhoneApplicationShare Base n1000NationalRepMalaysia Finally whatisyourresolutionforthecomingNewYear2010 NewYearResolution Savemoremoney 20 Increasemyfitnesslevels 15 Changemyattitudeforthebetter 14 Havebettercarefortheenvironment 12 Spendmoretimeonmyhobbies 10 Startmyownbusiness 8 FindajobthatIlike 7 Reduce kicksmokinghabit 3 Spendmoretimewithfamily friends 12 NewYearresolutionsformostpeopleistosavemoremoneybutonlyasmallnumberofthemwouldkickthesmokinghabitdespitethepriceincreaseincigarettes ApopularchannelwhichisalsoreliableSometimesconsumersgototheiracquaintances housetoseetheapplicationeffect Friend colleaguerecommendation Designer painterremindconsumersWHENtousethepaintproduct whichusuallytriggersproductselection Theymaygiveadvicesoncolorselection However theyarehavinglesspowerinbrandrecommendationandtheiropinionwouldbetakenonlyasareference Animportantchannelforpeopletounderstandtheproductknowledge Brandpromoterrecommendation Decision makingProcess ConsumersareaffectedenormouslybyTVCintheirselectionofbrand sincetheyarenotprofessionals BrandwithTVCisregardedasbrandwithpowerandensuresthequalityAnditispopularbrand InformationChannels Expertopinion Internetinformation Anewchanneltogetplentyofinformation especiallypopularwithyoungpeople AnauthoritativechannelusedbyafewpeoplewhohaveaccessItisquiteinfluentialonpeople sselection Designer painteradvice TVC PatternI Independent DIYMostrespondentsweremainlyself determinedduringpurchasingprocess Theyaremostlyyoungrespondentsbetween25to35 especiallyconsumersintheir20s FirstlyIdiscussedwithmydesigneraboutpaintcolor thenIsearchedinformationonInternet Icomparedseveralwell knownbrandsandfinallychoseDuluxodorlessseriessinceIhaveababy 我一开始是跟设计师商量应该选择什么样的颜色 然后我在网上了解了一下 比较了几个比较有名气的品牌 定下来还是买多乐士 我因为有宝宝 比较注重油漆的气味 所以选择了净味系列的 LinifromG2 26yearsold PurchasepatternI youngrespondentsaremostlyindependent DIY TypicallytheywilldosomeresearchontheInternetfirst Thentheymaygotothestorestocomparepriceandvarieties Intheend mostofthemmaketheirowndecisions Andtheymayaskrelativesorfriendsforadvice Duringtheprocess theydon tnecessarilytakepainter designer sopinion TheCoca ColaSystemRecognizesthatGettingCenterStore Non AlcoholicBeveragesRightisEssential Source WillardBishopConsulting2005SupermarketRetailerSurvey WBCSuperStudy Adj GrossProfit perStoreperWeek 63 983 CenterStore Perimeter 65 35 118 299 RetailExecutivessay Therearetoomanysalesattake perishablescan tgrowfastenoughtoovercomecenter storelosses TotalRetailDollars Billions TopCenterStoreDollarCategories Source NielsenStrategicPlanner Supermarkets 2mm 52WE9 9 06 3oftop10centerstorecategoriesareNon AlcoholicBeverages FinancialAnalysis 5 0 1 1 Store4 7 12 7 7 Store5 7 2 13 4 Store 9 3 14 2 Store6 15 2 1 Segment 0 6 5 Segment3 3 6 5 Segment2 3 Store3 12 Store2 10 Store1 Segment1 110K Households clusteredinto59BeveragePurchaseSegments 90 000storesarescoredon59BeverageSegments Storeswithsimilarscoresaregroupedtogethertoform5StoreClusters Water SportsDrinks SegmentsarebasedonbeveragePurchaseDriversanddemographics ScoringisbasedondemographicfitbetweenstoreshoppersandbeveragePurchaseDrivers DynamicClustering Groupingtogetherstoreswithsimilarbeverageopportunities Nielsenpanelhouseholds BeverageSegments SSJuiceEnergyTea BeverageSegments 90 000storesinSpectradatabase Grocery Mass Club Drug andDollarformats 2 3 4 5 59 SSD 90 000storeprofiles UtilizingNielsen snewDynamicClusteringModel ShopperPurchaseSegmentsaremappedtoStoreClusterstodrivestore levelchanges ShopperSegmentedMerchandisingMethodology Storelevelchanges MarketEvaluation WhatAreTheCoca ColaBeverageClusters Source NielsenHomescanPanel AOBeveragesincludesRTDCoffee DairyAlternatives VegetableDrinks PowderedSoftDrinks DrinkableYogurts BabyJuice Non CarbonatedMixersandMealReplacementbeverages Rural LateadoptersofnewbeveragecategoriesSparklingSoftDrinks53 ofBeverages 62 ofSparklingisRegularHighCitrusand24packcans Mainstream Middle of theroadbeveragepreferencesSparklingSoftDrinks46 ofBeverages 60 ofSparklingisRegularAveragebrandsandpackages UrbanUpscale Earlyadoptersofnewbeveragebrands categoriesSparklingSoftDrinks37 ofBeverages 14 isJuice JuiceDrinksHighGingerAleand2liter SuburbanUpscale StrongusersofallbeveragecategoriesSparklingSoftDrinks42 ofBeverages 46 ofSparklingisDietHighDietColaandTea UrbanEthnic StrongusersofbeverageswithflavorSparklingSoftDrinks42 ofBeverages 65 ofSparklingisRegularHighLemon LimeandOrange ShareofNon AlcoholicBeverageRetail MarketEvaluation 2020 1 1 Thedynamicbetweentoday smulticulturalmarketplaceandconsumersisconstantlychanging Inordertounderstandconsumerdesires wants andneedsfromtheconsumer sculturalandcontextualviewpoint ethnographicresearchisanidealmethodologyforprovidinginsightfornewproductdevelopment packaging andmarketinginitiatives Understandyourcustomer Animportantinsightisthatwhenpeoplemakedecisionstheyrarelyactalone Theirsocialgroups friends andfamilyhaveahugeinfluenceontheirbehavior 2020 1 1 WhyEthnography Consumers relationshipswithenvironmentsaremulti dimensional andindividualconsumersarenotnecessarilyfullyconsciousoflatentculturalforcesthatshapetheirbehavior Marketresearchhasmanymethodstocollecttheinformationofconsumerbehavior Infocusgroupsandsurveysconsumerstellusaboutthemselves theproductstheybuyorwhatdonotbuy Butpeoplecan talwaystellthetruth Fortunately theycanshowyouthetruthoftheirworldthroughtheiractualbehavior whenandwhereithappens Ethnographyistheportalthroughwhichtodiscoverwhattheimportantquestionsreallyare andanswerthem Ethnography sbroadbandqualitymeanscollectingmuchmoreaccuratedataanddependableinsights Gettingtothetruth Basedonreality throughethnographyyouobservehowbehavioroccursinrealtimecapturingnatural spontaneousactionsandinteractions Morecomplete ethnographyexamineshowbehaviorisshapedbylifestyle byfamilyandsocialnetworks bycultureandselfconcept Deeperunderstandingabout Howpeoplelive theirworld Truthofwhattheyreallydo notjustsay Contextualresearch ValuesOfEthnography Gainanin depthunderstandingoftheconsumers Uncoverunexpressedneeds truebehavior motivations emotions Understandingpeople slives environments Vividvideoforconveyingresults Fuelscreativityandfindtheinnovationopportunities Longevityofdata Mainbenefitsseen Ethnographytellsthecompanytoaskaboutthingswhichtheywerepreviouslyunawaretheyoughttoaskabout Itoffersarealitycheckintermsofunderstandingconsumers providesstimulationforstrategicideasbyhighlightingconsumers habitstheirlifestyleandthesocio culturalinfluencesontheirbehaviors 2020 1 1 So WhatIsEthnography Definitionof ethnography varieswidely Classicethnographywithresearchergroundedinsocialanthropology participant observerimmersionforlongperiod culturalanalysisframework Marketresearchversionmorepragmatic shortertime more showandtell Agreementthatethnographyisin naturalhabitats Home office bar store atthecomputer golfcourse etc Notatregularqualitativeone waymirrorresearchfacilities Usuallywithdirect probinginterviews videobyparticipantorcameraoperator 2020 1 1 Ethnographictechniques Typicaltechniquesinclude Recordingusingvideos audio notesDiarystudiesIn depthinterviewsHomevisit Therightapproach atoolforcontextualdocumentationofbehaviouranddailylife Conductfieldworkatacombinationoflocations homesstoresofficesstreetsrecreationalsites Observetherespondents eatingandpurchasingbehaviorrefoods beverage especiallyonsnacksanddairy attwotypicaldays oneworkingdayandonedayduringweekend Keyoccasionswillberecordedbydigitalvideo andrecordedbydigitalcameratogetherforimportantandrepresentativescene Onefollowedin depthinterviewforeachofrespondentisrecommendedtostrengthentheinsightandsupporttheobservation ResearchDesign VideoFilmedObservationbasedonEthnographyPhilosophy Ethno group Oneofrespondentwillbeaskedtoinvitefriendscomingtohis herhousetoenjoythefamilypart Allguestsandhostareenjoyingtheleisuretime watchingTV DVD orlisteningthemusic orsharingthesnacks chattingwithfreetopic justlikethenaturalsituationofnormalfamilyparty Supposethedurationofpartyisaroundthree fourhoursjustlikethenormalone Thewholeprocesswillbefilmed Respondents profile FourcheeseusersOnenon user Shoppinglist Anyquestions ResearchandDesign Anoldprofessorofminecalledit deephangingout you vegottoactuallybethere hangoutwithpeople andparticipateintheirdailyactivities GenevieveBell talkingaboutethnography Diagram EMCCelerra 业界领先的IP存储平台 不折不扣的可用性提供集成的高级群集功能 可作为单个设备进行管理无需支付额外费用即可获得高级功能提供最完备的一整套内置功能一流的性价比跨所有集成和网关IP平台文件系统性能提高达30倍获专利的Celerra多路径文件系统将光纤通道 iSCSI与文件服务结合起来 为客户端提供了加快的性能IP存储的信息生命周期管理与EMC最新技术的充分集成使您能够在信息的整个生命周期中有效地管理信息 2 2 CelerraIP存储 NAS iSCSI 2 IP存储 经济实惠低连接成本低管理成本利用现有的技能 功能全面集中式安全保护 管理和备份在运作时重新配置 兼容性好客户端应用程序网络 IDC 2007年第1季度 在NAS收入份额上排名第一 MidtownPartners Co LLCisaleadingindependentinvestmentbankfocusedonfacilitatinggrowthbyprovidingcreativeanduniquefinancialsolutionstohighgrowthcompanieswithinthelowermiddlemarket enterprisevalueslessthan 250million andemergingmarketsectors ClientfocusInnovativesolutionsQualityexecutionLong termrelationshipsMidtownPartners seniorprofessionalshaveexperienceacrossabroadrangeofindustriesandsectorsincludinghealthcare technology alternativeenergy naturalresources aerospaceanddefense consumer retailandemergingmarkets Withover200yearsofcollectiveexperience MidtownPartners seniorprofessionalshaveraisedinexcessof 1billioninboththepublicandprivatedebtandequitymarkets MidtownPartnersisoneofthefastestgrowingPIPEplacementagents consistentlyrankinginthetop5leadinginvestmentbanksbynumberofPIPEtransactions Whoweare Whatwestandfor Experience FirmOverview FirmOverview InvestmentBankingSectorFocus CapitalMarketsProductFocus StrategicAdvisory HealthcareTechnology Media TelecomEnergy AlternativeEnergy NaturalResourcesAerospace DefenseConsumer RetailEmergingMarketsSpecialSituations EquityCapitalMarketsPIPEsFollow onofferings registereddirectsRightsofferingsPrivateequityAPOsDebtCapitalMarketsSenior juniordebtMezzaninedebtConvertibledebtBridgefinancing Mergers AcquisitionsJointVenturesAlternativePublicOfferingsSell sideMandatesDivestituresRecapitalizationsRestructuringsLeveragedBuyouts InvestmentBanking Todelivercreative customizedcorporatefinancesolutionsthataddressourclients criticalbusinessneeds Client Centric WebecomeyourfinancialpartnerWefocusonbuildingandnurturinglong termrelationshipsWehaveahighlevelofclientretentionwhichdrivesrepeatclientfinancings InnovativeSolutions Entrepreneurialatmospherefacilitatesindependentthinking creativesolutionsandrapidresponsesExperienceacrossabroadrangeofsectorsformsfoundationfordeliveringsolutions AftermarketAdvisory LeverageinstitutionalandretailrelationshipsforourclientsProviderecommendationsforpublicrelationsandinvestorrelationsfirmsindesigninganefficient costeffectiveshareholdercommunicationplan ChinaOpportunities FocusedChinaBanking SeniorbankerdedicatedtotheChinamarketplace公司总部指定专人负责中国业务Localpresencetosupportclientcompanies当地巡回现场解决客户的问题Duediligencetoaidinstitutionalinvestment帮助机构投资人进行尽职调查Turn keysupportfromdealinceptiontoclose一站式服务从始至终 Internationalbusinessexecutivewith20yearsexperienceinseniormanagementandoperations Corporatefinanceexperienceasbothaprincipalandanadvisorraisingcapitalformiddle marketcompanies ExtensiveknowledgeofChinesebusinessaffairsandadirectorofthelargestlightingretailchaininChina CFOexperienceinpublicly tradedcompanymanagingfinancialauditstoPCAOBstandardsandSOXcompliance M B A inFinancefromtheUniversityofNotreDame B B A inFinancefromTexasChristianUniversity MichaelToups VP DirectorofAsiaInvestmentBanking 我们助你的企业成长 得知手機廣告的管道 Source A3e Base 看過或聽過手機廣告的受訪者 HighlightofKeyFindings HighlightofKeyFindings Ethnography sGreaterVisibility WhileresearcherswatchedpeopleusingDoveSoaps we realizedthattheykeptthemtuckedawayinacupboardwithcleaningproductsratherthanwithotherbeautyproducts NealHurst DesignDirectorUnileverresearchersconcludedthattheconsumersawtheproductasa lowvalue utilitariansolution So thefirmdesignednewpackagingthatpresentedtheconcepttotheconsumerinamorevisibleandvaluableway Theproductpackagingwona2007Starpackaward PackagingNews June9 2008 UnileverbenefitsfromundertakingethnographicresearchforDoveSoap yieldingdividendsinpackaging designchangesandbranding Writtennotes Voice recordings Photography Video taping Overwhelmingunderstanding aprocedureusedtocollectprimarydatafromindividuals Thedatasoughtcanrangefrombeliefs opinions attitudesandlifestylestogeneralbackgroundinformationonindividualssuchasgender age educationandincome aswellascompanycharacteristicslikerevenueandnumberofemployees Motivationsoffood Explorationfrom2002to2005 Research Methodology KeyResults Maintake outs ResearchExecution FGD 3FGDssegmentedbydrinkwareusageoccasion 6respondentsineachgroup G1 HometeadrinkerHomeisthemostfrequentteaoccasion 80 teadrinkvolumeisathome Halfmaleandhalffemale4respondentsaged25 35 2aged35 45 G2 OfficeteadrinkerOfficeisthemostfrequentteaoccasion 80 teadrinkvolumeisinoffice Halfmaleandhalffemale5respondentsaged25 35 1aged35 45 G3 On the wayteadrinkerOn the wayisthemostfrequentteaoccasion 60 teadrinkvolumeisontheway Halfmaleandhalffemale4respondentsaged25 35 2aged35 45 RespondentcriteriaforallFGDsTeaisthemostpreferreddrinkanddrinkteaeverydayTeadrinkwarepurchasedecisionmakerHouseholdincome 5000CollegeaboveInterestindrinkware articulate ConclusionII Earthenwareusershavethehighestsatisfaction whileplasticdrinkwareusershavethelowest Consumersdefineidealproductdifferentlybutallfocusonappearance capacityandfunction It sveryeasyforconsumerstotellapartdrinkwaremadefromdifferentmaterials Earthenware ceramic glass plastic Glassdrinkwaremeettheneedsforhygienicandeasytoclean however it sperceivedtobeunsuitableforteadrinking butsuitablefordrinkingmilk coffeeetc ThisisthemainreasonwhyconsumerspreferEarthenwareorceramicdrinkwaretoglass AllrespondentsgrouptemperedglassandboroglassintotheSAMEgroup however afterbeingreminded mostcannoticethedifferenceandtellthembytexture weight Temperedglassisperceivedtobesaferandstronger ConclusionIII Glassdrinkwareisperceivedtobeeasytocleanandhygienic howeverunsuitableforteadrinking andthisisthemainbarrierforconsumerstopurchaseglassdrinkware Ieatoutsidequiteallot teadrinkinghelpsclearoutmystomachanddecreasemyblood fat 饮茶对我这种应酬多的人来说 可以清理肠道 调节血脂 G2 FunctionalbenefitsGoodforhealthHelpskeepingfitandbeautyProviderefreshmentRelievepressure EmotionalBenefitsAhabitofdailylifeandbringsenjoymentArtisticandcancultureone smindAgoodwayofcommunicationandmakingfriends Teadrinkingismyeverydayworkandit sadecentart bringingmejoyandamorebeautifullife 喝茶已经成为我每天必做的功课 饮茶是高雅的艺术享受 能美化我的生活 G1 Mostrespondentsconsiderteadrinkingpartofahealthylifestylebringingthemfunctionalandemotionalbenefits Goodforhealth refreshmentandhabit enjoymentarethetop3benefitsofteadrinking ComparedwithCeramicandplastic hygienicandeasytocleanarethemainreasonsforconsumerstochooseGlassdrinkware Occasion Earthenware Drinkware Purchasemotivation Problemshavebeenmet Ceramic Glass Earthenwareusershavethehighestsatisfaction whileplasticdrinkwareusershavethelowest Mostearthenwareusersaresatisfiedwiththeircurrentdrinkware andtheyareunlikelytochangethedrinkwaretheyuseathome Mostceramicusersclaimthatceramicdrinkwarearehardtocleanandtherewillhavescratchonitafterlonguse Therewillbetearesidualsonitandit sveryhardtoclean 时间长了会有茶垢 很难洗干净 G2 Mostglassusersaresatisfiedwithcurrentdrinkwareinthatit sharmlesstohealthandeasytoclean buttoofragile MostplasticuserschoosecurrentdrinkwareOnlyforit sconvenienttocarryaround Therewillbebadsmellsinplasticdrinkware ifIdidn tpourawaytheteaonFriday itwillgobadonMondayandtheodorwilllastforalongtime 塑料还有点味道 如果今天周五我忘记带回来了 然后星期一去的话个茶已经馊掉了 然后几天这个味道都会有的 G3 Comparingwithceramicandplastic glassdrinkwareiscompetitiveintermsof easytoclean and hygenic Glass Hygienicandhealthy Transparent pleasingtotheeyewithteainsideVeryeasytocleanWon thavebadsmellinsideCanbemadeintodifferentshapes good lookingandmodern NotsuitableforteadrinkingFragileComparativelylowthermalresistance Likes Dislikes Mostrespondentsconsider100 hygienicandeasytocleanastheirfavoritehowevertheythinkordinaryglasshasthesebenefitstoo Mostpreferred Comparativelypreferred Mostrespondentsdon tbelievetemperedclasscanbecompletelyfreefromscratch howevertheyagreeit sstrongerthanordinaryglass ManyrespondentsclaimthatalltheglassismadefromnaturalandPb Pdfree Andmoreabout EngagementEnjoymentRecommendation AccurateratingsChannelreachAudienceshareDemographic ReporteachmonthSurveyperweekPaneldataofmorethan300samplesChannelperformanceProgrammeperformanceQualityofviewership ResearchMethodology 在线调研 Email Web唯一密码访问征集方式 访问方式 本次调查采用在线调研方式进行 主要调研对象为FT中文网注册会员中的中高层管理人员 采用了一系列的质量控制技术 数据质量非常优异 六大数据质量控制方式 访问质量控制 朋友家人的介绍推荐是最常见同时也是最有影响力的信息来源 消费者有时也会被店面或优惠券吸引 人们了解美容院品牌的其他途径包括报刊杂志 因特网 电视 户外广告等 对消费者的影响力 得知美容院 第一次光顾 选择使用美容院 持续使用美容院 放弃美容院 DAILYHOUSEHOLDHEALTHCARE COMMUNICATION ENTERTAINMENT SELFDEVELOPING HOUSEWORK FamilydoctorFamilynutritionistFrequentself check Elderskeentounderstandtheirhealthconditionandhaveguidanceonhowtoenhancetheirhealthwithouttakingthetroubleandspendingalotofmoneytogotohospitals Morefrequentcommunicationwithfamily friendsalongdistanceawayFacetofacecommunicationmostdesiredMorecommunicationwithbothpeopleofsimilarageandyoungpeople MorecolorfullifeWithfriendsOutdoorMoretraveling LesshouseworkRobottodohousework Elderswanttohavemorefreetimeexemptfromhousework Theywanttobewithpeoplemore familyandfriends eldersandyoungpeople Dothingsthattheyareinterestedinand ordevelopmorehobbies Placenearthemtolearncomputer musicinstruments medicine etc Eldersdesirecolorfullife butnotnecessarilythroughlearningnewthings ELDERS IDEALLIFE 2020 1 1 合格被访者条件 三组被访者共有条件 年龄 16 45岁每组被访者性别分布合理在所有样本中应包含不同年龄 学历 职业 收入的被访者符合其他市场研究一般条件 中 重度播客 中 重度看客 流失用户 注 合格被访者条件需与客户讨论后最终决定 过去一个月内 登录土豆网至少10次发表视频节目 同时可能在其他视频网站上也发表过 从未在土豆网播客上发表过视频节目 但过去一个月中至少10次观看土豆网的视频节目 在一个月之前 曾在土豆网观看过视频节目 但近一个月未登录土豆网流失用户应同时包含流失的播客和看客 单面境录音录像系统 座谈会将使用单面镜和数字录播系统 Ourframework Someofourclients Femalesaremorelike