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Research papers

Research incorporated

We keep hearing that research needs to be sexier. Well it's time to make that happen! Across industries and clients, time and again, the full power of great research remains unlocked and unused. Yet, research has a story to tell and in this...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Carola Verschoor, Kees Elands
April 4, 2014

Research papers

Organizational research reinvigoration

As a top five Internet company, AOL has historically struggled with the role of research, analytics and insights. In the past two years, however, the company re- oriented itself around the voice of the consumer. In doing so, research became a...

Catalogue: Congress 2013: Think Big
Authors: Cortney Henseler, Christian Kugel
September 26, 2013

Videos

Organizational research reinvigoration

As a top five Internet company, AOL has historically struggled with the role of research, analytics and insights. In the past two years, however, the company re- oriented itself around the voice of the consumer. In doing so, research became a...

Catalogue: Congress 2013: Think Big
Authors: Christian Kugel, Cortney Henseler
June 15, 2013

Research papers

Fun, fast and easy

Human beings use two systems to make their decisions. One is fast and emotional, the other more difficult, ponderous and conscious. Research is prejudiced in favour of the latter. This presentation outlines the growing efforts to change that through...

Catalogue: Asia Pacific 2013: Asia On The Move
Author: Tom Ewing
April 7, 2013

Research papers

Research without borders

Our role is to shape decision-making. In large multinationals, the global structure of the marketing organization largely determines whom we get to influence. Evolving structures further complicate or limit our role. However, the researcher is...

Catalogue: Congress 2012: Accelerating Excellence
Authors: C. Frederic John, Liz Moore, Anna Mariano
Companies: MasterCard, Chrysalis Partners
September 13, 2012

Videos

Global research transition

This presentation illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumers’ decision- making journey within the air care category. A quantitative...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Corrine Sandler, Jenna Alexandre
June 15, 2012

Research papers

Global research transition

This paper illustrates emerging research methodologies and introduces a multi layered approach. SC Johnson required an innovative approach to understand consumers' decision making journey within the air care category. A quantitative study with...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Jenna Alexandre, Corrine Sandler
March 26, 2012

Research papers

What can tobacco addiction teach us about consumer decision making?

This paper sheds light on how emotion, anxiety, reward, and hedonic forecast are involved in consumer behavior. The presenters seek to relate how changes in reward and hedonic forecast mechanisms in chronic tobacco use can help understand the way...

Catalogue: Congress 2011: Impact
Authors: Alejandro Salgado-Montejo, Carlos Velasco, Cristina Blanco, Enrique Guarin
Company: Neurosketch
September 18, 2011

Research papers

Predictability of movie box office based on trailer testing

Neuroscience is increasingly being used as a diagnostic tool in helping marketers better understand consumer reactions to advertising, marketing, p ackaging, concepts and other marketing-relevant stimuli. However, little research ...

Catalogue: Congress 2011: Impact
Authors: W. Bryan Smith, Keith Winter
Company: EmSense Corporation
September 18, 2011