This study researches consumer attitudes, needs and preferences with a focus on the Swedish bed market. It is done on behalf of the advertising agency ‘Jung von Matt Stockholm’ for their client Hästens Beds, one of Sweden’s oldest bed manufactures. The purpose of this research is to gain increased consumer knowledge and to identify consumer insights connected to a target group that is identified with this research as a basis, in order to improve and develop the brand's advertising strategy. The research was done as quantitative research using a descriptive questionnaire with a focus on lifestyle, common demographics, values, sleeping patterns, behaviour connected to sleep and price acceptance for beds. The findings of the survey can serve as a basis for Jung von Matt Stockholm to get a deeper knowledge about consumer attitudes and to adapt Hästens Beds’ advertising strategy according to the new learnings. The results show that the assumed price for the displayed Hästens bed in the questionnaire is much lower than the actual price. Moreover, the respondents' willingness to pay the actual price of the bed is very low. The consumer insights that resulted from this research provide Jung von Matt Stockholm with beneficial guidance for future priorities. The findings are of great value for improving and developing Hästens Beds advertising strategy. / Denna studie undersöker konsumenternas attityder, behov och preferenser med fokus på den svenska sängmarknaden. Det görs på uppdrag av reklambyrån Jung von Matt Stockholm för uppdragsgivaren Hästens Sängar, en av Sveriges äldsta sängtillverkare. Syftet med denna uppsats är att få ökad konsumentförståelse och att identifiera konsumentinsikter om ett målgruppssegment som kartläggs med denna undersökningen som grund, för att på så vis förbättra och utveckla varumärkets reklamstrategi. Studien utfördes som en kvantitativ enkätundersökning med fokus på respondenternas livsstil, demografi, värderingar, sovmönster, beteende kopplat till sömn, prisacceptans och betalningsvilja för sängar. Studiens resultat kan utgöra grunden för Jung von Matt Stockholm för att få en djupare förståelse om konsumenternas attityder och för att anpassa Hästens Sängars reklamstrategi därefter. Resultatet visar att respondenterna antog att priset för en Hästenssäng som visades på bild i enkätundersökningen är betydligt lägre än det faktiska priset som sängen kostar i butik. Dessutom är betalningsviljan för sängens faktiska pris väldigt låg hos respondenterna. Slutsatserna från denna studie ger Jung von Matt vägledning för framtida prioriteringar. Resultatet är av stort värde för att förbättra och utveckla Hästens Sängars reklamstrategi.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2017-11-22T15:02:28Z No. of bitstreams: 1 ANDRE SILVA DE CARVALHO.pdf: 3017440 bytes, checksum: 72f0dd79324eb16e16c0fca2fea756db (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2017-11-22T15:02:51Z (GMT) No. of bitstreams: 1 ANDRE SILVA DE CARVALHO.pdf: 3017440 bytes, checksum: 72f0dd79324eb16e16c0fca2fea756db (MD5) / Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2017-11-23T10:56:03Z (GMT) No. of bitstreams: 1 ANDRE SILVA DE CARVALHO.pdf: 3017440 bytes, checksum: 72f0dd79324eb16e16c0fca2fea756db (MD5) / Made available in DSpace on 2017-11-23T10:56:31Z (GMT). No. of bitstreams: 1 ANDRE SILVA DE CARVALHO.pdf: 3017440 bytes, checksum: 72f0dd79324eb16e16c0fca2fea756db (MD5) Previous issue date: 2017-03-24 / Being innovative in a more and more competitive market can be anything but trivial. There is a complex variables system to be taken into account throughout an innovation process, and hardly ever will there be enough data to support a research or decision. It is always possible to turn to human inference, or cognitive bias, when enough data is not available, or when time for decision-making is scarce. Consumer Insight technique has been used for this research purpose and aimed at lowering cognitive bias, seeking to find out what are consumers' wishes and needs so that decision-making or innovation could be supported. This paper proposes to mitigate the influence of cognitive bias, by means of data analysis techniques, in search for patterns which can identify opportunities to give both decision-making and search for innovation some support. In order to achive this purpose, unstructured data from 26.514 telephone talks had in a big financial market company between 01.12.2016 e 31.12.2016 have been used. Analysis has been carried out with the transcript from voice into text concomitantly with Text Mining and Social Network analysis. The results have led us to identify main client demands from a sales perspective, cancellation resquest, as well as the reason for inefficiency in offering new products from elements of higher centrality identified in the word association networks. It is implied that the combined use of analytical techniques applied to unstructured data may give rise to findings in which cognitive bias is lower. / Em um mercado cada vez mais competitivo, ser inovador pode ser um diferencial, porém não é uma atividade trivial. Existe um sistema de variáveis complexas que deve ser considerado ao longo de um processo de inovação e nem sempre há dados suficientes que suportem uma pesquisa ou decisão. A inferência humana, ou viés cognitivo, pode ser uma alternativa quando não existem dados suficientes ou quando o tempo para a tomada de decisão é menor que o necessário. A técnica de Consumer Insight foi utilizada nesta pesquisa com o objetivo de diminuir o viés cognitivo, buscando descobrir os anseios e necessidades do consumidor, para suportar o processo de tomada de decisão ou inovação. Este estudo apresenta uma proposta para mitigar a influência do viés cognitivo, a partir de técnicas de análise de dados, em busca de padrões que possam identificar as oportunidades para suportar o processo decisório ou a busca pela inovação. Neste trabalho foram utilizados dados não estruturados de 26.514 conversas telefônicas realizadas no período de 01/12/2016 a 31/12/2016, provenientes de uma empresa do mercado financeiro. A metodologia analítica consistiu na transcrição de voz para texto e no uso associado de técnicas de Text Mining e Análise de Redes Sociais. Os resultados obtidos permitiram identificar as principais demandas dos clientes na perspectiva de vendas, pedido de cancelamento e a razão da ineficiência das ofertas de novos produtos, a partir dos elementos de maior centralidade identificados nas redes de associação de palavras. Implica-se que o uso combinado de técnicas analíticas em dados não estruturados pode permitir a obtenção de achados com menor influência do viés cognitivo.

This thesis was aimed to help TeliaSonera to work more consumer related. The purpose was to show the organization how consumer insights could be found and how valuable they are for the company. The assignment consisted of two parts, to develop a process methodology for TeliaSonera which could be used when a segment analysis is to be made in the future, and to study two specific consumer segments. Main focus was to be put on mobile Internet access.The Insights Process was designed based on literature studies, information from TeliaSonera and the consumer study. The process must help TeliaSonera to generate and verify actionable consumer insights, suit the organization and be possible to complete in one week. Via a current situation analysis and by testing methods to find perceptions and ways of conducting consumer studies, different concepts were generated, based on these a final process was established. The general idea was to utilize both in-house knowledge and consumer know-hows. The process consists of twelve steps, optional minitests and one regular follow-up session. The input should be a caught opportunity and output should be actionable insights. Through in-house studies at TeliaSonera perceptions were generated within the area mobile Internet access. These were later tested in a consumer study through a questioning in Telia stores and focus group sessions with the specific segments. The main trait from the group High Status Homeowners was control. Besides that, they requested simpler handling, they are always online, and they have a need of performance and of integrity. The main request from the group Educated Metropolitans was to simplify their everyday lives. Besides that, they have a need of control, they are cost-conscious and aware and they demand Internet access everywhere. This showed that the perceptions generated from the beginning turned out to be rather true.The process turned out to be an agile tool, which will complement the current work at TeliaSonera. Enhanced with toolbox, documentation-aid and consequence guide for each step, the process is easy to follow. There is software programming that has to be done before the process can be launched / Syftet med examensarbetet var att hjälpa TeliaSonera att arbeta mer konsumentorienterat samt att visa organisationen hur man kan hitta konsumentinskikter och hur värdefulla dessa är för företaget. Uppdraget bestod av två delar, dels att utveckla en process för TeliaSonera att använda när en analys av ett kundsegment ska göras, dels att utföra en konsumentundersökning av specifika segment. Studieområdet för konsumentundersökningen var mobil internetaccess.Konsumentinsiktsprocessen baserades på litteraturstudier, information från TeliaSonera samt konsumentundersökningen som genomfördes. De krav som ställdes på processen var bland annat att den skulle hjälpa TeliaSonera att generera och verifiera användbara konsumentinsikter, vara anpassad med övrigt arbete inom organisationen samt vara möjlig att genomföra på en vecka. Processkoncept togs fram med hjälp av information från nulägesanalyser och metodtester för att identifiera spaningar och genomföra konsumentundersökningar. Processkoncepten utvärderades senare och en slutgiltig konsumentinsiktsprocess utvecklades. Grundidén med processen var att använda sig av både intern kunskap inom organisationen och konsumenternas egna kommentarer och attityder. Processen består av tolv steg, möjliga minitest och en regelbunden uppföljnings-session. Insteget i processen är en uppfångad möjlighet eller idé och utkomsten från processen är användbara konsumentinsikter. Genom interna undersökningar hos TeliaSonera hittades spaningar gällande mobil internetaccess. Dessa testades senare i konsumentundersökningar som frågeformulär i två Teliabutiker samt fyra fokusgruppsessioner med de specifika kundsegmenten. Resultatet från undersökningarna visade att det främsta behovet för segmentet High Status Homeowners var att ha kontroll. Utöver det krävde de även en enkel hantering, ständig uppkoppling, integritet och prestanda. Det främsta behovet för segmentet Educated Metropolitans var att ha ett enkelt vardagsliv. Utöver det har de också ett kontrollbehov, är kostnadsmedvetna, omvärldsmedvetna och kräver att alltid kunna vara uppkopplade mot internet överallt. Detta visar att spaningarna som identifierades internt i början av arbetet stämde överens med verkligheten. Processen utvecklades till ett agilt verktyg som kompletterar TeliaSoneras nuvarande arbete. Tack vare verktygslådor, dokumentationsformulär and konsekvensguider till varje steg är processen lätt att följa och genomföra. Innan processen kan lanseras återstår en del programmeringsarbete.

Purpose – The aim of this thesis is to explore the possibility of text mining social media, for consumer insights from an organizational perspective. Design/methodology/approach – An exploratory, single case embedded case study with inductive approach and partially mixed, concurrent, dominant status mixed method research design. The case study contains three different studies to try to triangulate the research findings and support research objective of using social media for consumer insights for new products, new ideas and helping research and development process of any organization. Findings – Text mining is a useful, novel, flexible and an unobtrusive method to harness the hidden information in social media. By text-mining social media, an organization can find consumer insights from a large data set and this initiative requires an understanding of social media and its building blocks. In addition, a consumer focused product development approach not only drives social media mining but also enriched by using consumer insights from social media. Research limitations/implications – Text mining is a relatively new subject and focus on developing better analytical tool kits would promote the use of this novel method. The researchers in the field of consumer driven new product development can use social media as additional evidence in their research. Practical implications – The consumer insights gained from the text mining of social media within a workable ethical policy are positive implications for any organization. Unlike conventional marketing research methods text mining is social media is cost and time effective. Originality/value –This thesis attempts to use innovatively text-mining tools, which appear, in the field of computer sciences to mine social media for gaining better understanding of consumers thereby enriching the field of marketing research, a cross-industry effort. The ability of consumers to spread the electronic word of mouth (eWOM) using social media is no secret and organizations should now consider social media as a source to supplement if not replace the insights captured using conventional marketing research methods. Keywords – Social media, Web 2.0, Consumer generated content, Text mining, Mixed methods design, Consumer insights, Marketing research, Case study, Analytic coding, Hermeneutics, Asynchronous, Emergent strategy Paper type Master Thesis