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Research papers
Predicting the future principles for forecasting almost anything
Market researchers should reapply principles and practices from other domains in order to address the many challenges they face in their own businesses.This paper illustrates the diverse range of forecasting practices in use across a broad range of...
Catalogue: Congress 2006: Foresight
Authors: Omar Mahmoud, Vinay Ahuja
Company: Procter & Gamble
September 17, 2006
Research papers
Foresight semiotics
This paper focuses on a project carried out for Procter & Gamble by marketing semiotics agency Space Doctors to develop a new model of the acculturation process in the U.S. Hispanic market. The U.S. Hispanic culture today embodies a shift towards...
Catalogue: Congress 2006: Foresight
Author: Marina Anderson
Companies: Procter & Gamble, Space Doctors Ltd
September 17, 2006
Research papers
Project Apollo's spotlight on consumers and ROI
Project Apollo collects and connects three types of information: 1) multimedia message exposure, 2) consumer lifestyle information, and 3) actual purchase behavior.The promise of this new multimedia, single-source service is demonstrated via two sets...
Catalogue: Worldwide Multi Media Measurement 2006
Authors: Donald Gloeckler, Leslie Wood, Linda Dupree
Company: Procter & Gamble
June 4, 2006
Research papers
Spot on
The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, the retailer and manufacturers.These learnings were...
Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Susanne Schlichting
Company: Procter & Gamble
April 19, 2005
Research papers
Brands, be yourself!
This paper demonstrates that branding matters. While this seems to state the obvious, in the context of low involvement categories that are retailer brands strongholds this might be quite provocative.In some low involvement categories, retailer...
Catalogue: ESOMAR Retailing Industry Conference 2005
Author: Driss Farissi
Company: Procter & Gamble
April 19, 2005
Research papers
Living 24/7
This paper describes the role of market research in building knowledge as well as a tool to assist in improving company business and profit management. We are living the information age, in which knowledge is considered a company asset and more...
Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Ana Maria Gotelli Varoli, Dayse Maciel, Fábio Mariano, Haroldo Torres, Renata Cunha, Rony Susskind
Company: Procter & Gamble
September 14, 2003
Research papers
Giants, wizards and elves
The global marketplace demands understanding of factors affecting brands in their local and global context. The magnitude of the task in an ever-changing boundary-less world and the opportunities to re-establish consumer researchers as strategic...
Catalogue: Latin America 2003
Author: Miguel Angel Ferráez
Company: Procter & Gamble
May 4, 2003
Research papers
