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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
Generation Create!
The beauty industry is on a strong growth trajectory. Definitions of beauty are changing, the value of sustainability and the importance of self-care are growing and the role of influencers is evolving. The industry's growth is further fuelled by...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Charlene Van Zyl, David Wright, Karlien Kriegler
Companies: Hello Ara, Woolworths
November 22, 2023
Research papers
Drive Innovation Success by Humanising AI
In today?s era of rapid technological change, two words effortlessly capture the force that is shaping tomorrow: artificial intelligence (AI). While nearly every industry is beginning to adopt AI, optimal applications for new product development are...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Colin Ho, Jiongming Mu
Company: Microsoft
November 22, 2023
Research papers
Wooing the Next Billion Customers
As startups and established brands grapple for profitable growth across markets, pioneering the development of a customer acquisition model that can lower the cost of growth is imperative. India?s rise as the world?s most populous economy with low...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Adrian Terron, Anju Joseph, Kavita Mahto
Company: TATA Group
November 22, 2023
Research papers
