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©2016 InsightAsia – Discover The Difference Between Information & Insight -1-
TARGETING MUSLIM WOMEN IN ASIA?Our Online Research Communities help you get it right…
©2016 InsightAsia – Discover The Difference Between Information & Insight -2-
The fastest growing demographic worldwide…
1.7 billion Muslims worldwide creating a valuable & growing Global Islamic Economy
The global halal market is estimated at US$2.3 trillion covering both food and non-food sectors, with Malaysia being one of the pioneers in the Halal industry
http://giesummit.com/en/gie-summit/learn/
©2016 InsightAsia – Discover The Difference Between Information & Insight -3-
Big brands are paying more attention to their relationship with their Muslim consumers
©2016 InsightAsia – Discover The Difference Between Information & Insight -4-
Why use our Online Muslim Community?
©2016 InsightAsia – Discover The Difference Between Information & Insight -5-
Understand how to connect with her emotionally
What makes her tick? • Priorities, values, challenges and pain points • Her role models and aspirations for herself and
her children• What are her goals and motivations in life? • What are her future dreams and aspirations?• Attitudes towards faith and working/family life?• Attitudes towards role of women in politics,
businesses and female equality • Attitudes towards world events and conflict
©2016 InsightAsia – Discover The Difference Between Information & Insight -6-
Test and refine ideas
Concept Testing • Test New Communications before moving into
full research project • Test Product Concepts In-depth & get direct
responses • Test Packaging and product claims – gaining
individual & group responses
©2016 InsightAsia – Discover The Difference Between Information & Insight -7-
Understand her path to purchase
Food, Beverages & Ingredients • Understanding Halal Shopping Habits (e.g. fresh
meat, Halal stamp)• Where does she go, what does she look for & what
attracts her on point of sale and pack • Halal/Sunnah Ingredients • Perceptions of manufacturers• Home cooking and preparations
Hotels, Restaurants & Catering • Identify her favourite F&B choices • In-depth understanding on motivations and barriers• Triggers to choice specific outlets • Menu favourites • Ramadan promotions & menu
©2016 InsightAsia – Discover The Difference Between Information & Insight -8-
Explore grooming and self-expression
Personal Care Insights• Understanding Beauty Regimes• Cosmetic usage & preferences• How does her faith impact brand choice? What is
she looking for? Specific ingredients?
Fashion• Where she shops for fashion• Emerging trends• Expenditure• Role models, influences & inspiration
©2016 InsightAsia – Discover The Difference Between Information & Insight -9-
Understanding life fundamentals
Health & Relationships • What does health mean for her? Healthy mind, healthy
body, healthy faith? • What are her key health concerns and aspirations? • Understanding her priorities and habits in keeping
herself and her family healthy• Appealing health giving ingredients • Explore which health supplements are in vogue• Family planning & Home making • Medical tourism
Finance & Insurance • Perceptions of different financial providers • Attitudes & usage of Sharia banking products &
services • Managing money & investments
©2016 InsightAsia – Discover The Difference Between Information & Insight -10-
Capturing her social activities
Travel & Leisure time • What does she do for fun? • Understanding attitudes to holiday destinations &
needs• Haji needs, aspirations, tour providers, airlines &
packages
(Social) Media• Preferred talents/celebs• TV shows & films• Social media blogs/apps/forums frequented• Mobile and tablet usage • Her online shopping habits• Her preferred sources of information
©2016 InsightAsia – Discover The Difference Between Information & Insight -11-
What is our Online Muslim Community offer?
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Our Communities are based in Malaysia & Indonesia
Indonesia – JakartaIndonesia has the largest Muslim population in the world @203 million Muslims. Jakarta being the buzzing and modern heart of the country
Malaysia – Kuala Lumpur & Klang Valley3 key communities: Malays, Chinese & Indian. With 50% Malay and 24% Chinese. Total Muslim population 17.5 million.
©2016 InsightAsia – Discover The Difference Between Information & Insight -13-
Meet our community…
Ready & waiting pool of 200 women per country18 – 39 Year old Mix of working & non-working Mix of single & marriedMix of Middle to Higher SES
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Examples of our recent community engagement
Case 3:Capturing breakfast moments
Case 2:Beauty
aspirations
Case 1: Ad concept
testing
• Indonesia & Malaysia• Gaining insights for future
communication • Pictures and video materials to inspire
workshop thinking• Follow-up Focus Groups to draft
concepts
• Exploring reactions to ad concepts prior to pre-testing
• To help refine and finalise quant research stage
• Understanding beauty aspirations in India, Thailand & Indonesia
• Output utilized to feed into workshop
©2016 InsightAsia – Discover The Difference Between Information & Insight -15-
Interested and want to know more? Contact us directly…
[email protected]@insightasia.com
©2016 InsightAsia – Discover The Difference Between Information & Insight -16-
Discover The DifferenceBetween Information & Insight