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Research papers

Having a hard time launching innovations in Russia

Companies are refocusing on the emerging markets in BRIC countries. With China, India and Brazil, Russia is back on the radar of multinationals. Despite its familiarity, the Russian market offers particular challenges to FMCG manufacturers,...

Catalogue: Congress 2010: The Changing Face Of Market Research
Author: Marcin Penconek
Company: Nielsen
September 15, 2010

Research papers

360° insight for new brand development

Traditional research rarely fuels the creative brand development process. At its best it evaluates and optimises. At its worst it kills ideas. This presentation describes how fresh sources of insight can help generate the 'big idea' for a new brand...

Catalogue: ESOMAR Worldwide Qualitative Research Conference 2003
Author: Ben Wood
Company: KANTAR TNS Malaysia
November 5, 2003

Research papers

Russia: "Pyramid" on the kitchen table

This paper describes the use of ethnographic research as a first step towards needs-based segmentation in the diverse environment of Russia. The ethnographic study presented shows how a first step in the direction of building a unified motivational...

Catalogue: ESOMAR Worldwide Qualitative Conference 2001: The Business Value Of Emotional Intelligence
Authors: Ekaterina Vladimirova, Kyrill Petrin
Company: Nestlé
October 28, 2001

Research papers

How to retain the image of a leader in changing business environment

The paper considers the case of the BeeLine brand in the context of the rapid changes in the market situation in the Russian telecom industry before and after the financial crisis of 1998. The BeeLine story exemplifies the diffusion of the innovation...

Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Elena Mosicheva, Tatiana Folomeeva
September 23, 2001

Research papers

The case of Russia

This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nationwide surveys and polls conducted in 1989-1997. Russia shares most common features of...

Catalogue: New Monograph Series Vol.8: International Marketing Research
Authors: Yuri Levada, Alexey Levinson
September 1, 1999

Research papers

The case of Russia

This paper is based on research conducted in Russia during its transition to a more liberal economic and political system. The data cited are taken from VCIOM nationwide surveys and polls conducted in 1989-1997. Russia shares most common features of...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Authors: Yuri Levada, Alexey Levinson
September 1, 1997

Research papers

Effective media planning in Russia

The paper describes the real situation with media planning and media research in Russia which may be similar to the problems of most developing countries but extremely complicated with the enormous geographical stretch of Russia. The main point...

Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Alexander Kostyuk, Illiya Slutsky, Alexey Krasnov
November 11, 1996

Research papers

Challenges of agricultural market research in Russia

Russia is a vast agricultural market; even in the current depressed state of the economy, farm inputs represent multi-billion dollar purchases. Consumer market research is developing rapidly, but with interviewers located in the large cities with...

Catalogue: Seminar 1996: European Agri-Business Under Pressure
Author: Vladimir Lapin
February 1, 1996

Research papers

Capitalism and the foreign investor

These unique surveys of Russia's regions offer insights into the development of one crucial aspect of capitalism -- attitudes and policy preferences among both opinion leaders and the general public. Begun in 1994 and continuing today, these surveys...

Catalogue: ESOMAR Congress 1995: Making The Decision
Authors: Elena I. Bashkirova, David A. Jodice
Companies: ROMIR, D3 Systems, Inc.
September 1, 1995