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Research papers

The Value Equation: How Can Behavioural Science Increase Brand Value?

In this paper, you will learn how rediscovering the essence of why shoppers buy your category and how they choose brands is at the heart of winning shopper trade-offs. We will share a thought process using a value equation model to boost brand value:...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Richard Bordenave, Divya Radhakrishnan, Sophie Mahe, Ted Uloft
November 22, 2023

Research papers

Flavour Innovation Powered by a Digital-First Approach to Leveraging Current Consumer Understanding

Data is the oil that fuels our era of innovation, technology and artificial intelligence. Data is rapidly growing, is infinite and does not ?depreciate? in value. Data can transform businesses by unlocking new insights and opportunities. On the...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Marwa Attia, Serene Wilson, Ushma Kapadia, Sagar Ramsinghani
Companies: Nestle, Kantar
November 22, 2023

Research papers

In-The-Moment Mobile Research Informing Marketing Strategy Like Research Never Has Before

As a human insights-driven organisation, URC requires accurate and robust consumer information to inform marketing strategy and the innovation pipeline. Historically this was achieved via large category specific U&A studies, which would then...

Catalogue: Asia Pacific 2023 - Innovation
Authors: James Fergusson, Karen Reyes
Companies: URC, MDI
November 22, 2023

Research papers

Generation Create!

The beauty industry is on a strong growth trajectory. Definitions of beauty are changing, the value of sustainability and the importance of self-care are growing and the role of influencers is evolving. The industry's growth is further fuelled by...

Catalogue: Asia Pacific 2023 - Innovation
Authors: Charlene Van Zyl, David Wright, Karlien Kriegler
Companies: Hello Ara, Woolworths
November 22, 2023

Research papers

Human or AI?

The impact of AI on the future of the market research industry is a topic that is currently generating a lot of discussion, excitement and fear. The implications of AI for our industry are varied and cover a wide range of potential areas of...

Catalogue: Congress 2023
Authors: Cecile Carre, Eva Wittmann
September 27, 2023

Research papers

Your Attitude is Not Sustainable!

We approached this study with the intention of understanding how market research is currently being utilised by clients when making sustainability decisions, and identifying what room there is to optimise regarding how both clients and agencies...

Catalogue: Congress 2023
Authors: Ben Liang, Will Goodhand, Chris Wallbridge
September 27, 2023

Research papers

Virtual Frontiers

?The metaverse is here, and it?s not only transforming how we see the world but how we participate in it ? from the factory floor to the meeting room.?Satya Nadella, Chief Executive Officer of MicrosoftThis paper outlines learnings from our...

Catalogue: Congress 2023
Authors: Rupert Sinclair, Faye Soares, Katrin Scheibert
September 27, 2023

Research papers

Empowering Innovation Through Disability Research

Inclusivity is an immense trend today. During the past few years, products and services like market research have embraced ethnicity, size, sexual preferences and even age in their efforts to promote inclusivity. Nevertheless, sadly, disability...

Catalogue: Latin America 2023
Author: Priscila Aramburu Mena
Company: De La Riva Group
April 25, 2023

Research papers

Storybranding in Researchland

The facts being described here are not exclusive and characteristic of present times, but instead they have been happening since market research began: An issue born way before any of us. However, it was the technological evolution, the COVID-19...

Catalogue: Latin America 2023
Authors: Daniel Lagache, Diego Alarcon, Damian Gandolfi
Companies: Cooperativa Mental, The Coca-Cola Company
April 25, 2023