Abstract:
PepsiCo wanted to (re)connect the Ruffles brand with Turkish youngsters. For six weeks a market research online community (MROC) was the central hub in which a dialogue took place between Gen Y, the Ruffles brand team and the advertising agency. In three sequential stages we moved from generating insights over developing new product concepts to pre-testing activation platforms and campaigns. In order to connect all stakeholders with the target group, we created multiple touch points with the consumer world and the research results included a consumer news website, live chat sessions with members, creative brainstorm sessions and offline âconsumer safariâsâ in Istanbul. This presentation gives insights into the power of triangulation in qual research and creating impact with research.
Research Papers
Think big and connect to the Max
Catalogue: Congress 2013: Think Big
Authors: Tom De Ruyck, Erkan Balkan, Joeri Van den Bergh, Anouk Willems
Company: InSites Consulting
September 26, 2013
Videos
Mouse in a box
Catalogue: Congress 2014: What Inspires?
Authors: Selin Cetinelli, Basak Oruc
 
June 15, 2014
Videos
Executing B2B research in "breakthrough" countries
Catalogue: B2B Forum 2014: Leading-Edge Research For B2B Marketing Excellence
Authors: Tatiana Barakshina, Erdogan Gundogdu, Ruth Stanat
Company: Bazis
June 15, 2014
