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Research papers

From the Iliad to Odyssey

The market research profession has been consciously trying to evolve from a provider of data to a generator of insights and a consultant to management. The success of this transformation has been spotty and its pursuit may mask the need for more...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: C. Frederic John
Company: MasterCard
September 15, 2010
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Citation

John, C. (2010a, September 15). From the Iliad to Odyssey . ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/from-the-iliad-to-odyssey-


Research papers

Damasio

We cannot turn our backs on progress and progress is now linked to neuroscience. The challenge is to demonstrate how a neuroscientific approach can represent an opportunity to improve the research tools which are currently at our disposal. Can it...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Nuria Serrano, Cristina De Balanzó, Siemon Scamell-Katz
Company: KANTAR TNS Malaysia
September 15, 2010
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Citation

Serrano , De Balanzó and Scamell-Katz (2010a, September 15). Damasio. ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/damasio


Research papers

Vive la différence

What does the new age of listening mean in different parts of the world? This paper will contextualise market research online communities (MROCs) within local cultures of social media and research and seek to highlight best practice and potential...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Kate Fleming, Richard Shaw, Tom Skilbeck, Paul Child
Companies: Diageo, Cimigo
September 15, 2010
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Citation

Fleming, Shaw, Skilbeck and Child (2010a, September 15). Vive la différence. ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/vive-la-diff-rence


Research papers

Beyond the buzz and towards robustness

Using sociology, social networks theories, social psychology, this paper is an update on worldwide data and trends around the social web. Using first-hand original case studies, the authors attempt to demonstrate valid and reliable foundations for...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Thomas Perry, Anthony Hamelle, Oliver Tabino
Company: Linkfluence
September 15, 2010
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Citation

Perry, Hamelle and Tabino (2010a, September 15). Beyond the buzz and towards robustness. ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/beyond-the-buzz-and-towards-robustness


Research papers

'There must be some way out of here' said the joker to the thief

Storytelling in business is going through a renaissance. In the last few years there has been a surge in the demand for storytelling and storytellers. Cultivating the ability to communicate effectively is one of the biggest challenges facing business...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Patrick Young, David Smith
Company: DVL Smith Ltd
September 15, 2010
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Citation

Young and Smith (2010a, September 15). 'There must be some way out of here' said the joker to the thief. ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/-there-must-be-some-way-out-of-here-said-the-joker-to-the-thief


Research papers

Getting into the real world of the shopper

For years we tried to get a hold on the shopper decision tree by traditional quantitative and qualitative research techniques using verbal measures (U&A, diary method, in shop observations, etc.). Nevertheless, the proliferation of SKU's turns...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Wim Hamaekers
Company: Rogil Marketing & Sensory Research
September 15, 2010
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Citation

Hamaekers, W. (2010a, September 15). Getting into the real world of the shopper. ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/getting-into-the-real-world-of-the-shopper


Research papers

Insight, cultural diversity, revolutionary change

'If we known about semiotic analysis earlier and commissioned some before going into this market it would have saved us $18 million'. That remark made in 1999, apropos an emerging Eastern European market, came from a senior client at a multinational...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Hamsini Shivakumar, Malcolm Evans
Companies: Space Doctors Ltd, Leapfrog Research and Planning Ltd
September 15, 2010
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Citation

Shivakumar and Evans (2010a, September 15). Insight, cultural diversity, revolutionary change. ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/insight-cultural-diversity-revolutionary-change


Research papers

Janus and the changing face of pricing research

Are you curious about how the economic crisis has influenced reactions to promotions? Do you wonder whether pricing is more important for shampoos or for diapers? Would you like to know how changing the size of a can of crisps works in relation to...

Catalogue: Congress 2010: The Changing Face Of Market Research
Authors: Maureen Arink, Anne Favrelle, Vicky Nef
Company: SKIM
September 15, 2010
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Citation

Arink, Favrelle and Nef (2010a, September 15). Janus and the changing face of pricing research . ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/janus-and-the-changing-face-of-pricing-research-


Research papers

Having a hard time launching innovations in Russia

Companies are refocusing on the emerging markets in BRIC countries. With China, India and Brazil, Russia is back on the radar of multinationals. Despite its familiarity, the Russian market offers particular challenges to FMCG manufacturers,...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Marcin Penconek
Company: Nielsen
September 15, 2010
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Citation

Penconek, M. (2010a, September 15). Having a hard time launching innovations in Russia. ANA - ESOMAR. Retrieved April 21, 2026, from


https://ana.esomar.org/documents/having-a-hard-time-launching-innovations-in-russia