Cultural revelations #ESOMAR #MRX 


Leveraging qualitative for indiginous innovations: flavour innovations  by Irene Joshy

  • How do i adapt the flavours of the local palette? can i copy paste? is the flavour appealing and authentic? how do i position the brand or variant? need to deconstruct and reconstruct a product
  • India has two major brands in the category – lays which is global and kurkure
  • pepsi wanted a flavour map of indea, map the flavours and create flavour groups that work across india as well as strong regional flavours
  • identify the semiotics, embedded and emergent codes of the flavours in the context of snacking
  • wanted a shortlist to test out
  • india has 32 regions, 125 dishes, 75 snacks – how do we decontruct this qualitatively
  • every dish has a role – staples, accompaniement
  • started by mapping flavours
  • started with recipes and ingredients, created and mapped clusters – cook books and online receipts, chefs, home cooks, looked for ‘lost in time’ recipes, used snowballing to find grandmothers known in their areas as great cooks and created recipes from their cooking
  • got a list of ingredients and links of strength among every ingredient, created clusters of flavours
  • client didn’t know what to do with the results [seriously? you need someone to tell you? sigh]
  • clusters allowed them to figure out what went with wheat or lentil or potato or rice
  • they could choose a base and then the flavour cluster that worked with it and then experiment by adding something fom a different cluster
  • created three test products
  • look at visual , olfactory, mouth feel, throat feel, overall impression
  • gave consumers metaphors to choose from because they don’t have the words needed to describe their feelings
  • first prorotype – flavor and emotion, tactile and emotion, colour and emotion
  • is it a type of food that it playful, sensual, rebellious, celebratry, subtle, comfort
  • the study was viewed as a map for the next five years
  • [very interesting talk, i’d recommend finding the paper]

  
   
Irish cities uncovered by Guy Perrem and Sheila Cunningham

  • huge battle for market share in the been category [really? i’ve not seen a single root beer since i got here!]
  • ireland is 4.5 million, dublin is 1.2 million, is it really four main cities or just one city
  • city dwellers have more income
  • city is freedom and opportunity, each city has its own nuance
  • tested several different heineken brands – Tiger, Sol, Desperados, heineken
  • Cork, dublin, galways, belfast were tested
  • had to avoid the stereotype, had to ask about culture without talking about culture, had to let personal experiences emerge naturally, had to have practical use when the research was done
  • mediography – inventory of social engagement, bricks and mortor, entertainment
  • talked to trend creators – influences, experts, food, fashion, music, art, opportunities for thir party involvement
  • cultural brailing – essays on throughs and feeling on culture ingredients, required to take a broad perspective not just going to get a beer
  • digital ethnography – looked at people in action, in interactions, in real time through out the city
  • creative consumer workshops – went through all the content they collected, and asked people create ideas for brands and events, marketing could watch this happen
  • Dublin – cosmopolitcal, diversity, opportunity
  • Galway – laid back, wildness, embracing
  • belfast – freedom, optimism, fragility
  • cork – pride, traditional, banter
  • Truth 1 – dublin is humble about its place in the world, loves to see itself as connected and a contemporty of other cities of interest. led to a music plaform – brought the cities of the world to dublin. “heineken sound atlas” Brooklyn an dtokyo have been featured
  • Truth 2- belfast is a freedom and where some places were once closed off, jailhouse and courthouse underground connection was of huge interest but unavailable. They created an event in this area. Drove word of mouth.
  • Truth 3 – want to be familiar in dublin but also show off new discoveries. “Open your dublin” which meant to go discover your city. Dine in the dark was dinner in a crypt of a cathedral they thought they already knew.
  • Truth 4 – feel dublin is creative but it needs support to really see that. you can sponsor an event as long as you respect the location. Sponsored the Tiger Fringe Festival with daring creatives.
  • brands grew by 50% or more
  • moved from mass marketing to localized decision making
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