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ACNielsen has launched
an exciting new qualitative service: DeltaQual. Developed
by our in-house R&D team, with the help of expert consultants,
the new service is described by the head of Customised R&D,
Alastair Gordon, as "the first seriously new qualitative framework
launched by a major market research agency since the 1970s".
DeltaQual helps plug
the gap between our knowledge of what consumers say they feel
about a brand, and how they actually behave when they make
a purchase decision. Utilising a theoretical framework and
techniques based on the latest research in Cognitive psychology,
DeltaQual helps understand the mental process that under-pins
core behaviours like habitual "auto-pilot" shopping.
DeltaQual is designed
to answer key questions about how people process the vast
amount of marketing information available to them in today's
world, and provides insights into how they actually reduce
their decisions to a number of simple mental decision points
(we call these Omega Rules). It then provides feedback on
the circumstances under which these rules are challenged and
reassessed (called Delta Moments). The result is far more
actionable and details information on how consumers actually
approach the task of deciding between products and brands,
and how they incorporate intangibles like 'brand personality'
alongside promotions, personal needs and other factors into
the decision process.
ACNielsen has invested
heavily in the development of DeltaQual, piloting the techniques
across 10 countries in Asia Pacific. Training sessions for
our qualitative teams throughout the region are being carried
out to ensure all countries are ready to implement the new
methods. Major launches of the system have taken place in
Korea, Philippines, Taiwan, Thailand, Indonesia, Hong Kong
and India with launches planned for China, Japan, Australia,
New Zealand and other markets within the next two months.
Response from clients
has been very positive, and already studies have been commissioned
in the personal care, banking, tobacco and dairy products
categories.
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