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Videos

Successful snacks and shopper insights (Spanish)

Get to know how PepsiCo Foods achieved a turnover in the assorted multipacks segment in Colombia, after losing market share for 2 years in a row, applying an actionable segmentation model and simple co-creation exercises with shoppers. SKU...

Catalogue: Latin America 2017: #IN
Authors: Jorge Andrés Mendez, Juan Pablo Garcia
Company: Synapsis
June 15, 2017
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Citation

Mendez and Garcia (2017a, June 15). Successful snacks and shopper insights (Spanish). ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/successful-snacks-and-shopper-insights-spanish-


Videos

The alchemy of customer segmentation

Exploring how adapting multiple methodologies along with triangulation actually solve the puzzle of segmentation and impacts the big business drivers.

Catalogue: Big Data World 2017: Smart Data Integration
Author: Apala Sabde
January 15, 2017
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Citation

Sabde, A. (2017a, January 15). The alchemy of customer segmentation. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/the-alchemy-of-customer-segmentation


Videos

Uncovering affinities and brand equity by simply listening

Exploring the creation of data-driven buyer personas combining psychographic and demographic data to know who speaks about them.

Catalogue: Big Data World 2017: Smart Data Integration
Authors: Marcello Sasso, Tim Burke
January 15, 2017
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Citation

Sasso and Burke (2017a, January 15). Uncovering affinities and brand equity by simply listening. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/uncovering-affinities-and-brand-equity-by-simply-listening


Videos

Helping introverts open up

A simpler pathway to understand this relatively silent but very powerful consumer segment.

Catalogue: Global Qualitative 2017: Back to the future
Author: Arfa Syed
Company: KANTAR TNS Malaysia
January 11, 2017
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Citation

Syed, A. (2017a, January 11). Helping introverts open up. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/helping-introverts-open-up-8942


Videos

Box clever

The story of how Orange created a 'pick-up-and-play' interactive experience to ensure new segment insight was heard, brought to life, and acted upon. For an insight manager developing a new segmentation, it is vital to not only think about the...

Catalogue: Congress 2016: #WOW
Authors: Vincent Lenne, Andy Brown
June 15, 2016
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Citation

Lenne and Brown (2016a, June 15). Box clever. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/box-clever-8687


Videos

Big Data and research data

We all know companies hold more customer data than ever before, but how can we successfully marry this to primary research? What's the best way to map psychographic data (attitudes, behaviours, responses, etc.) to the data you reliably have for all...

Catalogue: Big Data World 2016: Understanding People Through Smart Data
Authors: Joe Catling, Rupesh Patel
Company: Relish Research
June 15, 2016
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Citation

Catling and Patel (2016a, June 15). Big Data and research data. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/big-data-and-research-data-8685


Videos

From stream to structure

One of the biggest problems any researcher is faced with today is reading. We can't read quickly enough. For numeric data there is an ocean of visualisation and analytics available, we can watch trends in 7 colours over 3 dimensions unfold on a smart...

Catalogue: Big Data World 2016: Understanding People Through Smart Data
Author: Andrew Jeavons
June 15, 2016
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Citation

Jeavons, A. (2016a, June 15). From stream to structure. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/from-stream-to-structure


Videos

Datactionable!

In a typical segmentation study, segments are identified that differ in terms of their needs, attitudes or behaviours. However, these segments rarely differ on demographic or firmographic variables that exist on a customer's database(s). Thus, it is...

Catalogue: Big Data World 2016: Understanding People Through Smart Data
Author: Michael Patterson
Company: RADIUS Global Market Research
June 15, 2016
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Citation

Patterson, M. (2016a, June 15). Datactionable!. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/datactionable-


Videos

Spreading a common tongue

Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Alena Rossini, Desmond Chan, Kalidas Ashok, Laurenz Koehler, Phong Huynh
Company: KANTAR TNS Malaysia
June 15, 2015
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Citation

Rossini, Chan, Ashok, Koehler and Huynh (2015a, June 15). Spreading a common tongue. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/spreading-a-common-tongue