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Research papers
The segmentation revival
This paper is a practical guide to designing efficient cross cultural segmentation research in response to the growing revival of interest in this form of research from the global marketing industry. It is based upon the authors' collective...
Catalogue: Asia Pacific 2017: Discoveries
Authors: Alexander Wheatley, Jason Brownlee, Jon Puleston
Company: Kantar
May 9, 2017
Research papers
Gender bias in brands and business
Businesses and brands have an opportunity to grow market share by better meeting the need of both genders. However, it can be challenging to identify the opportunities when gender bias, particularly unconscious gender bias, obscures them. This paper...
Catalogue: Asia Pacific 2017: Discoveries
Authors: Amy Fridlund, Nikki Feld
Company: KANTAR TNS Malaysia
May 9, 2017
Research papers
Harnessing the power of voice
Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers...
Catalogue: Asia Pacific 2017: Discoveries
Authors: Saurin Shah, Roland Leung, Geeta R. Lobo
Company: GfK
May 9, 2017
Research papers
Streamlining the innovation process to maximize efficiency
With the advent of digital innovation in research, consumers have evolved from closely watched subjects to partners, collaborators and co-creators. This paper explores the role of market research in facilitating the innovation process. The authors...
Catalogue: Asia Pacific 2017: Discoveries
Authors: Allen Cai, Ching Ling Ng
Company: Labbrand
May 9, 2017
Research papers
Big Data, AI, machine learning and behavioural science
Over the last three years, the deep learning version of machine learning has made more inroads into learning systems than all the artificial intelligence ever developed, particularly to understand image, voice and language processing, etc. The...
Catalogue: Asia Pacific 2017: Discoveries
Authors: Pascal Bourgeat, Paul Cording, Bart Langton
Company: Ipsos MRBI
May 9, 2017
Research papers
Optimizing customer experience
This paper explains how to apply design thinking elements in the process of creating meaningful service experience among the different customer touch points. How these different touch points are constantly changing in the China landscape, why these...
Catalogue: Asia Pacific 2017: Discoveries
Authors: Weiwei Zhang, Rebecca Chen
May 9, 2017
Research papers
Slice it, dice it, and stitch it back together: An Asia perspective
Strategies on how to best balance expanding survey length with the need for concise, relevant and engaging surveys is explored in this paper. Innovative ways to shorten survey length without compromising the amount of business decisions that can be...
Catalogue: Asia Pacific 2017: Discoveries
Authors: Elizabeth May, Harvir S. Bansal, Avik Halder
Company: Research Now SSI
May 9, 2017
Research papers
