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Research papers
The Value Equation: How Can Behavioural Science Increase Brand Value?
In this paper, you will learn how rediscovering the essence of why shoppers buy your category and how they choose brands is at the heart of winning shopper trade-offs. We will share a thought process using a value equation model to boost brand value:...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Richard Bordenave, Divya Radhakrishnan, Sophie Mahe, Ted Uloft
November 22, 2023
Research papers
In-The-Moment Mobile Research Informing Marketing Strategy Like Research Never Has Before
As a human insights-driven organisation, URC requires accurate and robust consumer information to inform marketing strategy and the innovation pipeline. Historically this was achieved via large category specific U&A studies, which would then...
Catalogue: Asia Pacific 2023 - Innovation
Authors: James Fergusson, Karen Reyes
Companies: URC, MDI
November 22, 2023
Research papers
Flavour Innovation Powered by a Digital-First Approach to Leveraging Current Consumer Understanding
Data is the oil that fuels our era of innovation, technology and artificial intelligence. Data is rapidly growing, is infinite and does not ?depreciate? in value. Data can transform businesses by unlocking new insights and opportunities. On the...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Marwa Attia, Serene Wilson, Ushma Kapadia, Sagar Ramsinghani
Companies: Nestle, Kantar
November 22, 2023
Research papers
Generation Create!
The beauty industry is on a strong growth trajectory. Definitions of beauty are changing, the value of sustainability and the importance of self-care are growing and the role of influencers is evolving. The industry's growth is further fuelled by...
Catalogue: Asia Pacific 2023 - Innovation
Authors: Charlene Van Zyl, David Wright, Karlien Kriegler
Companies: Hello Ara, Woolworths
November 22, 2023
Videos
In-The-Moment Mobile Research Informing Marketing Strategy Like Research Never Has Before
As a human insights-driven organisation, URC requires accurate and robust consumer information to inform marketing strategy and the innovation pipeline. Historically this was achieved via large category specific U&A studies, which would then...
Catalogue: Asia Pacific 2023 - Innovation
Authors: James Fergusson, Karen Reyes
November 22, 2023
Videos
