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Research papers
Growing brands by connecting with deeper human motivations
The BIG question for manufacturing and servicing companies is: How can I ensure that my future investments in brands maximise their potential in the market? Through an example in the beer category, this presentation will show how a PEOPLE-centred...
Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Sue Phillips, Niels Blichfeldt, Shivani Dayal Kapoor
Company: Ipsos MRBI
April 7, 2013
Research papers
Fun, fast and easy
Human beings use two systems to make their decisions. One is fast and emotional, the other more difficult, ponderous and conscious. Research is prejudiced in favour of the latter. This presentation outlines the growing efforts to change that through...
Catalogue: Asia Pacific 2013: Asia On The Move
Author: Tom Ewing
April 7, 2013
Research papers
Why social commerce engines will power next-gen market research
The maturation of online social commerce has opened the door to a new type of market research. This new form is rooted in the fluid world of social engagement, where customer product experience proves as challenging to MR as the transition from...
Catalogue: Congress 2012: Accelerating Excellence
Authors: R. Scott Evans, Erin Defossé
Company: Bazaarvoice
September 13, 2012
Videos
What markets to enter when informing a global market strategy?
Global market strategy requires that one know which markets to enter, and when to enter. This presentation describes a case study in global and eastern European markets where markets were clustered on the basis of cultural and behavioral factors, and...
Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Author: Jeffrey Hunter
June 15, 2012
Research papers
Purchase prediction and brand loyalty
Traditionally product assessment -before and after its launch- has relied primarily on verbalizations and surveys. These methods offer great insight regarding consumer's opinion and cultural perception. Recent research in neuroscience contributes to...
Catalogue: Latin America 2012: Uncovering Opportunities
Authors: Alejandro Salgado-Montejo, Carlos Velasco, MarÃa José Calvo, MarÃa Fernanda Gómez
Company: Neurosketch
May 3, 2012
Research papers
A fresh round of drinks
The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This paper demonstrates the merits of using the natural human powers of...
Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Jonathan Gable, Yvan Goupil
March 26, 2012
Research papers
Imagine that we can test imagination!
The paper describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements. Study results are discussed with regard to the...
Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Rafal Ohme, Cristina De Balanzó, Henk Eising
Company: KANTAR TNS Malaysia
March 26, 2012
Research papers
