How do I sell coffee in Hungary or pain relievers in Brazil? An ongoing challenge for marketing research is how to deal with the many differences between international and even national markets. In order to gather in-depth psychological, yet culturally unique insights, it is important to find an effective balance between research process standardisation and methodological flexibility.
Brands have personalities
Brands, like people, have personalities. We at rheingold work with the techniques of morphological market and media research to explore companies’ and brands’ personalities and images. We do this by analysing the psychological associations and context in which consumers experience products and brands. With this information, we are able to provide detailed recommendations for positioning and advertising strategies as well as for product launches, packaging, and product design.
Most companies consider customer satisfaction a top priority. However, a happy repeat purchaser is not necessarily a completely satisfied customer. We as humans are constantly unsatisfied; we always want something more. Indeed, it is our endless search for satisfaction that actually fuels our need for products and media.