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Research papers
Revolutionising Product Testing and Optimisation with Artificial Intelligence
What do a driverless car, a drone delivering a package at the top of a skyscraper, a robotic instrument performing surgery and a robot amusing the elderly all have in common with each other? Artificial intelligence! As a unique combination of science...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Hoshang Dotiwala, Jason Cohen
Companies: IPSOS, NielsenIQ
November 22, 2023
Research papers
The Value Equation: How Can Behavioural Science Increase Brand Value?
In this paper, you will learn how rediscovering the essence of why shoppers buy your category and how they choose brands is at the heart of winning shopper trade-offs. We will share a thought process using a value equation model to boost brand value:...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Richard Bordenave, Divya Radhakrishnan, Sophie Mahe, Ted Uloft
November 22, 2023
Research papers
Improving the Planet One Snack at a Time
It?s not often that a marketer and a researcher get together to explore, identify and work towards fine-tuning the business purpose, positioning and targeting for an ambitious start up with a global view, to birth a focused pilot. This is what helped...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Joy Ganvik, Rahul S Verghese
Companies: SA Market Insights, Tracism
November 22, 2023
Research papers
Flavour Innovation Powered by a Digital-First Approach to Leveraging Current Consumer Understanding
Data is the oil that fuels our era of innovation, technology and artificial intelligence. Data is rapidly growing, is infinite and does not ?depreciate? in value. Data can transform businesses by unlocking new insights and opportunities. On the...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Marwa Attia, Serene Wilson, Ushma Kapadia, Sagar Ramsinghani
Companies: Nestle, Kantar
November 22, 2023
Research papers
In-The-Moment Mobile Research Informing Marketing Strategy Like Research Never Has Before
As a human insights-driven organisation, URC requires accurate and robust consumer information to inform marketing strategy and the innovation pipeline. Historically this was achieved via large category specific U&A studies, which would then...
Catalogue: Asia Pacific 2023 - Innovation
Authors: James Fergusson, Karen Reyes
Companies: URC, MDI
November 22, 2023
Research papers
A New Framework for Interpreting Repurchasing Behaviour
Understanding the purchase journey is one of the most important and popular research topics in modern marketing research. The funnel model, which describes a consumer's purchase process by breaking it down into critical stages, has been the dominant...
Catalogue: Asia Pacific 2023 - Innovation
Author: Yongtae Park
Company: Google
November 22, 2023
Research papers
How Many Value Propositions is too Many?
Flipkart?s Big Billion Days (BBD) is one of India?s most awaited and biggest shopping festivals of the year. BBD signals the start of the festive sale season, and enjoys a very high equity in the minds of consumers. It is a significant contributor to...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Susmita Somjit, Malaiesswari Krishnan
Company: Flipkart Internet Pvt Ltd
November 22, 2023
Research papers
