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Research papers

New insights for retail range development in the toiletries market

This paper discusses an approach to retail range development and category management for the toiletries and cosmetics sector on a multi- country basis. The paper develops a retail structure model for a number of national markets. Having looked at the...

Catalogue: Seminar 1997: The Changing Retail Scene
Authors: Mike Harris, Remi Vazeille
Company: KANTAR TNS Malaysia
June 15, 1997

Research papers

Building customer loyalty on knowledge

This paper addresses the difficulties faced by food retailers in recent years. Category management is the latest magic formula but the success of category management is completely dependent on the quality and relevance of the information provided....

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Wolfgang Lenzen, Claus Patzke
Company: Nielsen
September 1, 1998

Research papers

From identifying need states to testing in virtual reality

Category management (CM) presents challenges to suppliers and retailers which are further exaggerated by efficient consumer response (ECR). The benefits of category management for supplier organisations are maximised when a purchase marketing...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge
Authors: Maureen Johnson, Paula Felice
September 1, 1998

Research papers

The category management revolution

Category Management represents a very significant new phase in the development of retail marketing & retailer/manufacturer relationships. It offers tangible benefits, and its potential is apparent to leading retailers and manufacturers alike....

Catalogue: Seminar 1993: Maximising Retail Sales In Recession
Author: Colin Buckingham
Company: Nielsen
June 15, 1993


Supplying retailers in 2018 and beyond

Understand the challenges retail and brand insight teams face when looking for shopping insights to support their internal clients in category, trade or marketing teams.

Catalogue: ESOMAR Shopping Experience Seminar 2018
Author: Keith Sleight
Company: Unilever
June 6, 2018

Research papers

Developing new panel services for retailers

This paper describes how consumer panels in Great Britain have been developed in recent years to provide a wide range of services that are of specific relevance to grocery retailers. The paper will go on to describe in more detail three new services...

Catalogue: Revolutions In Panel Research 1997: New Questions, New Solutions
Author: Allan Breese
Company: KANTAR TNS Malaysia
February 1, 1997

Research papers

Reconciling contradicting facts by instituting a "hierarchy of truth" to bust myths

See how J&J leveraged data and intuition by applying control systems engineering techniques and deep qualitative insights in its Vision Care franchise. Given market structure complexity, learnings apply across FMCG/regulated categories.

Catalogue: Congress 2018
Authors: Vittorio Raimondi, Pavi Gupta
September 23, 2018

Research papers

Turning swords into plough shares

Category Management is essentially a partnership between retailers and suppliers, leading to the manufacturer driving a category through the retailer's stores rather than an individual brand. Manufacturers share information with retailers to help...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Danielle Pinnington, Maureen Johnson
September 1, 1996


Editing the customer-centricity gene for the next century

Find out how you can bring together the power of community, collaboration and uncommon customer Insight to create sustainable value for your stakeholders and lead your category.

Catalogue: Fusion 2018 (Big Data World + Global Qualitative)
Author: Adrian Terron
November 11, 2018