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Research papers

Ode to the unsung hero - Navigating the turbulent waters of research

This presentation provides a sneak peek into the multi-million research practice that aims to take one of the world's most-valued brands to lead its markets. It depicts how Coca-Cola has engineered a solution to one of research's oldest problems: how...

Catalogue: Congress 2012: Accelerating Excellence
Authors: Javier Quinones, Veronica Moreno, Patricio Pagani
Companies: Infotools, The Coca-Cola Company
September 13, 2012

Videos

Emerging middle class in Russia

This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country. The findings presented are based on the results of qualitative research undertaken in the alcoholic...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Marina Simakova, Ioannis Kavounis
June 15, 2012

Videos

A fresh round of drinks

The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This presentation demonstrates the merits of using the natural human...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Yvan Goupil, Jonathan Gable
June 15, 2012

Research papers

The emerging middle class in Russia

Middle class consumers have garnered a high degree of interest from researchers all over the world as they tend to be keen participants of massive global trends in consumption. In Russia, the middle class was elusive for many years under the...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Marina Simakova, Ioannis Kavounis
March 26, 2012

Research papers

A fresh round of drinks

The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This paper demonstrates the merits of using the natural human powers of...

Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Jonathan Gable, Yvan Goupil
March 26, 2012

Case studies

From co-creation to co-deployment: A case study on consumer segmentation

The collaboration of a multi-functional team, enabling marketers to connect with their key consumers in order to understand the role the NESTEA brand plays in consumer lives, is celebrated in this paper. Via applied ethnographic techniques, it was...

Catalogue: Qualitative 2011: Embrace, Inspire And Celebrate!
Authors: Murat Demiral, Wendy Mitchell
Company: RDSi
November 13, 2011

Research papers

The Coca-Cola ritual

Coca-Cola Spain sought new ways of being relevant in out-of-home adult leisure occasions. Towards this end, a project was developed to search for new Coca-Cola rituals that could be used to reposition the brand in the adult sector; establish a link...

Catalogue: Innovate 2010: Innovation Detonation
Authors: Victor Huertas, Begonia Fafian
Company: The Coca-Cola Company
November 16, 2010

Research papers

Loser, hero or human being

A research without questions asked? The consumer in lead of moderation and analysis? Results in the form of consumer generated cartoons of archetypes and 200 consumer generated stories? Our presentation is exactly about this: a narrative project that...

Catalogue: Congress 2008: Frontiers
Authors: Wim van der Noort, Jochum Stienstra
Company: Ferro Explore!
September 26, 2008

Research papers

Joining the 4th dimension

Consumer Insights are the most important factors associated with effective product development. Qualitative research methods are well suited to understand the consumer, most importantly needs, dreams, desires and the feelings and provides the...

Catalogue: Qualitative 2007
Authors: Catherine Genter, Andera Gadeib
Company: Dialego AG
November 12, 2007