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Videos

The segmentation revival

This presentation 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: Jason Brownlee, Jon Puleston
Company: Kantar
December 4, 2017

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

Impact with a twist...or the winded path from insight to action

Expect an epic Irish story involving Bord Bia (the Irish Food Board), Origin Green (sustainability initiative) and Brand Ireland (nation branding initiative)  supported by a multitude of actors from creatives to the Irish government.In our...

Catalogue: Congress 2015: Revelations
Authors: Doerte Toellner, Helen King
Company: Point-Blank International GmbH
October 1, 2015

Videos

Sensory semiotics

This presentation will review recent thinking on how cultural phenomena can influence sensation.Brands rely on cultural meaning for their value, so the creation and management of that meaning is critical. We know that (i) the meaning a brand...

Catalogue: Sensory Forum 2015: Marketing Meets Science
Author: Fiona McNae
June 15, 2015

Videos

Mobile messaging apps: 800+ million captive consumers for real time insight

MMR Research & MobileMeasure Consulting partnered together to understand the research impact of messaging mobile apps in China. The study helped us understand how WeChat & other instant messaging apps can provide a cost-effective and fast...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Mark Sismey, Navin Williams, Pippa Bailey, Simon Harris, Siobhan Churchill
Company: MMR Research Worldwide Ltd
June 15, 2015

Videos

Impact with a twist...or the winded path from insight to action

Expect an epic Irish story involving Bord Bia (the Irish Food Board), Origin Green (sustainability initiative) and Brand Ireland (nation branding initiative) – supported by a multitude of actors from creatives to the Irish government.In our...

Catalogue: Congress 2015: Revelations
Authors: Doerte Toellner, Helen King, Christoph Welter
Company: Point-Blank International GmbH
June 15, 2015

Videos

The art and science of innovation

This presentation approaches innovation as being the successful conversation between two worlds: The science and precision of the R&D world meeting the art and pragmatic world of market research in order to create the maximum marketing impact in...

Catalogue: Sensory Forum 2015: Marketing Meets Science
Authors: Sjoerd Koornstra, Codruta Berbecaru
June 15, 2015

Research papers

Qualitative insights on-the-go

We'll demonstrate how we conducted a mobile qualitative study across 10 Asian countries that allowed us to be with our participants during their working hours, a time of the day that is usually hard to penetrate for researchers. We've chosen eating...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Norbert Wirth, Susie Zeng
Company: GfK
May 13, 2014

Research papers

The essence of aroma

Research has shown that food choices made by an individual is a result of a complex interaction of a range of factors. Flavour preference, an expression of food choice, is an output of these interactions. This paper examines the influence of cultural...

Catalogue: Asia Pacific 2014: Celebrating Asian Creativity
Authors: Manjunath Desai, Geeta R. Lobo
Company: GfK
May 13, 2014