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Research papers

Mobile messaging apps: 800+ million captive consumers for real time insight

This paper describes the learnings and insights gained by the novel use of mobile instant messaging app (WeChat) to collect consumer data. Snacking behaviour was recorded to learn how a combination of qualitative, quantitative and observational...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Navin Williams, Mark Sismey, Pippa Bailey, Simon Harris, Siobhan Churchill
Company: MMR Research Worldwide Ltd
June 15, 2015
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Citation

Williams, Sismey, Bailey, Harris and Churchill (2015a, June 15). Mobile messaging apps: 800+ million captive consumers for real time insight. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/mobile-messaging-apps-800-million-captive-consumers-for-real-time-insight--8484


Research papers

A scientific explanation of the role of fragrance in branding

According to marketing guru Philip Kotler: 'most products now come across as interchangeable commodities rather than powerful brands'. This has happened because consumer goods' brands, in particular, have failed to evolve and develop emotional...

Catalogue: Fragrance 2007
Author: David Thomson
Company: MMR Research Worldwide Ltd
November 14, 2007
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Citation

Thomson, D. (2007a, November 14). A scientific explanation of the role of fragrance in branding. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/a-scientific-explanation-of-the-role-of-fragrance-in-branding