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Research papers
Research getting a C-Suite seat
This paper reviews the Life Rhythm Knowledge Center case and demonstrates the approach used to build a knowledge center for Vodafone. The way research is to become more impactful is by building knowledge, not through single research projects or...
Catalogue: Congress 2011: Impact
Authors: Philip De Wulf, Nord van de Mosselaer
Company: Vodafone Group
September 18, 2011
Research papers
From brilliant to actionable
This paper will describe the collaboration between Hershey's and In4mation Insights to revolutionize how marketing ROI is modeled and how its results are spread throughout an organization. The development of new-to-the-world Bayesian statistical...
Catalogue: Congress 2011: Impact
Authors: Mark Garratt, Rafael Alcaraz, Steve Cohen
Company: In4mation insights
September 18, 2011
Research papers
Translating the language of consumers into global fundraising efforts
This paper describes UNICEF's adoption of a global, cross-category trends framework, and the organization's on-going usage of trends in idea generation. It reviews how and why UNICEF identified a need to track consumer trends, as well as highlights...
Catalogue: Congress 2011: Impact
Authors: Nick Chiarelli, Sotta Long
September 18, 2011
Research papers
Building profit through innovation in property development
This paper will demonstrate: key stages in the development of dynamic and innovative models based on consumer, industry and business research and intelligence; market research driving decisions and strategy, resulting in a significant increase in the...
Catalogue: Congress 2011: Impact
Authors: John Marinopoulos, Matt Elliott, David Laffin
Company: PwC
September 18, 2011
Research papers
Engage, inspire, act
Great companies understand the importance of consumer and market insights. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important to build insights and inform product development. Such...
Catalogue: Congress 2011: Impact
Authors: Stan Knoops, Niels Schillewaert, Tom De Ruyck, Gita Coenen, Soraia Rodrigues
Companies: InSites Consulting, Unilever
September 18, 2011
Research papers
My Telstra experience is an agent of change
This paper addresses a case study where one of Australia's largest and most complicated companies increased the value of research through simplicity. Telstra created an innovative large scale customer community (mytelstraexperience.com.au) designed...
Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Authors: Peter Harris, Bob Sharma, Frederic Anne
Companies: Vision Critical, Telstra
March 20, 2011
Research papers
Skiing uphill
If you want to know where to go, then skii uphill. That way you are not following everyone else. This paper was born out of the belief that flavours could be considered differently in product development. As such, it is tasked with exploring...
Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Author: Sanja Burns
March 20, 2011
Research papers
Bridging the digital divide in qualitative research in emerging markets
Mobile enables insights into the 'moment of truth' as never before. Despite mobile outnumbering online 3:1 and mobile being the irrefutable future of digital, the global market research industry lags as mobile is yet to become a mainstay data...
Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Authors: James Fergusson, Navin Williams
Company: KANTAR TNS Malaysia
March 20, 2011
Research papers
