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Research papers

Co-creating insights

Many brands over the years have talked the talk in terms of being a customer driven organisations, but this has often meant little more than brand teams attending a few customer immersion sessions and testing a few ideas in focus groups and through...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Andrew Needham, Philip McNaughton
Company: Face
February 11, 2009
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Citation

Needham and McNaughton (2009a, February 11). Co-creating insights. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/co-creating-insights


Research papers

Boy culture

Why on earth would you invest time or money interviewing adults when your primary research objective is to understand boy culture? Perhaps it's because you recognize that such adults: namely, parents and teachers are part of the system of...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Author: Marsha E. Williams
February 11, 2009
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Citation

Williams, M. E. (2009a, February 11). Boy culture. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/boy-culture


Research papers

Musical insights

The potential of the music-listening behaviour of individuals in designing market research methodologies has hitherto remained virtually untapped. This paper presents a novel method of grouping people in accordance with their personality traits that...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Uttam Sarkar, Sanjay Datta
February 11, 2009
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Citation

Sarkar and Datta (2009a, February 11). Musical insights. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/musical-insights


Research papers

Netnography research

Online conversations in web forums, blogs and other 'user generated content' platforms are a valuable source for gaining unobtrusive Consumer Insights. A new method to analyze this user generated content is Netnography. The Netnography method...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Michael Bartl, Steffen Hück, Stephan Ruppert
Company: HYVE
February 11, 2009
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Citation

Bartl, Hück and Ruppert (2009a, February 11). Netnography research. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/netnography-research


Research papers

Circling the square

The presentation demonstrates how qualitative research can unearth consumer insights and convert them into actionable recommendations. The case study presented illustrates the manner in which consumer insights have been translated and activated in...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Crystal Nathan, Johanna Campbell
Company: Nielsen
February 11, 2009
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Citation

Nathan and Campbell (2009a, February 11). Circling the square. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/circling-the-square


Research papers

Reality YOUTH research

The Middle East is one of the youngest regions in the world with about two thirds of the population under 25 years of age. Technology has brought winds of change to the Arab World and some would even say that in the preceding five years the Arab...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Tammy Jalboukh, Ambrish Chaudhry
Company: KANTAR TNS Malaysia
February 11, 2009
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Citation

Jalboukh and Chaudhry (2009a, February 11). Reality YOUTH research. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/reality-youth-research


Research papers

Beyond words

Insights are useful only if they are understood by those who need to put them into action. Yet even the most compelling insights can be 'lost in translation' at different stages of a project when we forget to decode and encode, interpret and...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Lucy Blakemore, Lekshmy Parameswaran, László Herczegh
Company: Gravity Planning & Research Ltd
February 11, 2009
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Citation

Blakemore, Parameswaran and Herczegh (2009a, February 11). Beyond words. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/beyond-words


Research papers

F1 racing for insights

The key points illustrated in the paper will be:A brief introduction to the F1 Racing reader in Established F1 markets and Emerging F1 markets.Some key differences between Established and Emerging F1 markets: approach to the sport and brand sponsors...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Author: Mitra Powell
February 11, 2009
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Citation

Powell, M. (2009a, February 11). F1 racing for insights. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/f1-racing-for-insights


Research papers

Making a difference with consumer insights

Commercial marketers use consumer insights, with varying degrees of effectiveness, to drive marketing strategy and actions. This presentation illustrates the power and pivotal role of consumer insights in developing not commercial strategies but...

Catalogue: Consumer Insights 2009: The Pragmatic Approach
Authors: Takashi Takenoshita, Angela Spatharou, Vivek Banerji
Company: McKinsey & Company
February 11, 2009
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Citation

Takenoshita, Spatharou and Banerji (2009a, February 11). Making a difference with consumer insights. ANA - ESOMAR. Retrieved May 17, 2025, from


https://ana.esomar.org/documents/making-a-difference-with-consumer-insights