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Research papers
The 'why' instead of 'what' of consumer behaviour
Today, with global markets developing, the major challenge for consumer research is to find innovative models to turn data into fundamental insight in buying motives. This presentation introduces evolutionary theory as the foundation of a new, global...
Catalogue: Congress 2011: Impact
Authors: Jan Guus Waldorp, Marie-Anne Simons, Harry B.M. van de Wiel
September 18, 2011
Research papers
The financial intelligence FQ-game
When it comes to financial management, people live between the emotions of 'hope' and 'fear'. The Financial Intelligence 'FQ' test is an online study designed to measure financial literacy and emotions, and how this influences attitude, behaviour and...
Catalogue: Congress 2011: Impact
Authors: Chris Kersbergen, Jan Kienhuis
September 18, 2011
Research papers
Too much reality?
The prevailing celebration of technology-enabled access to 'raw' consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and social media bring (emotional engagement, richness and texture,...
Catalogue: Congress 2011: Impact
Authors: Sangeeta Gupta, Anjali Puri
Companies: KANTAR TNS Malaysia, PepsiCo
September 18, 2011
Research papers
A fresh look at our eyes
Innovation in the competitive mascara market dates from the 1950s. To go beyond incremental innovation and redefine category boundaries, InProcess capitalized on its anthropocentric approach and its methods in complexity management to provide LVMH...
Catalogue: Congress 2011: Impact
Authors: Germaine Gazano, Christophe Rebours
September 18, 2011
Research papers
Enlightened gardens
Philips Lighting needed insights in garden needs with the potential to make a change in the garden lights market. It was important for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers,...
Catalogue: Congress 2011: Impact
Authors: Pamela Pauwels, Ank van Ophoven, Jochum Stienstra
Companies: Ferro Explore!, Philips International
September 18, 2011
Research papers
Making insights count
A new way of delivering insights: both verbally and in writing using tools unashamedly borrowed from the world of journalism, will be introduced in this presentation. The presenters argue that the application of journalistic principles to the...
Catalogue: Congress 2011: Impact
Authors: Barbara Langer, Roger Banks
Companies: Incite Marketing Planning, eBay
September 18, 2011
Research papers
'All humanity is one undivided and indivisible family' (Mohandas K. Gandhi)
Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe. It is especially interested in the family market where change and transition can challenge cultural values. Unilever has commissioned a...
Catalogue: Congress 2011: Impact
Authors: Catriona Ferris, Barbie Clarke
Company: Unilever
September 18, 2011
Research papers
