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Research papers

Generating and testing the ideas that will smell just right!

While "brainstorming" can bind teams and build commitment to concepts, it is rarely a successful way to generate and test winning ideas. Jaroslav will relate Unilever's experience of the strengths and weaknesses of "brainstorming" within a...

Catalogue: Innovate 2008
Authors: Evert Bos, Jaroslav Cir, David Whitelam
Company: BrainJuicer
June 16, 2008
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Citation

Bos, Cir and Whitelam (2008a, June 16). Generating and testing the ideas that will smell just right!. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/generating-and-testing-the-ideas-that-will-smell-just-right-


Research papers

Back on track

This presentation describes how Rexona lost its way in France and how research created a new category language to show the way back to growth. A fusion of different approaches was used including Semiotics, Extended Creativity Groups, In-depth...

Catalogue: Congress 2007: Excellence
Authors: John S. Pawle, Jaroslav Cir, Simon Patterson
Companies: Unilever, QRi Consulting Ltd.
September 19, 2007
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Citation

Pawle, Cir and Patterson (2007a, September 19). Back on track. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/back-on-track


Research papers

Warm vodka and sweaty women

Conventional research techniques failed to find the key insights necessary to drive behavioural change around Russian women's relatively infrequent use of deodorant. A combination of semiotics, ethnography and market analysis provided a means of...

Catalogue: Consumer Insights 2007
Authors: Jaroslav Cir, Greg Rowland
Companies: Greg Rowland Semiotics, Unilever
May 7, 2007
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Citation

Cir and Rowland (2007a, May 07). Warm vodka and sweaty women. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/warm-vodka-and-sweaty-women